jan rep slide

MANAGEMENTREPUTATION

WHY YOURSHOULD CARE ABOUT

Thomas H. 3:45pm on February 7th, 2013

Susan M. 11:02am on March 22nd, 2013

Gunner 1:30am on May 4th, 2013

Just had the worst meal of my life at @WilkinsonsRestaurant #sogross

Best poutines ever at the Fry Shop! EVERYONE needs to try it!

BACON!

EVERYONE HAS AN OPINION...and their dog

but not just here anymore...

...or here

THEY’RE SHARING THEMHERE and HERE and HERE

...and HERE

1.1+ BILLION

50+ MILLION

33+ MILLION

58 MILLION

925k

users on Facebook

unique users on TripAdvisor

local reviews on Yelp

tweets sent per day

new Google + users every day

DID YOU KNOW2/3 of people are more likely to buy from a store if they find positive comments about it online

And 1/2 are less likely to buy if comments are negative

DID YOU KNOW2/3 of people are more likely to buy from a store if they find positive comments about it online

And 1/2 are less likely to buy if comments are negative

A 1 STARimprovement of a restaurant’s average Yelp score increases revenue by

5 - 9%

CONSUMERS

CONVERSATIONS

the fact is,

control

and users

more than

TRUSTUSER GENERATEDCONTENT

TRADITIONAL

MEDIA

but not just here anymore...

so when a tweet goesout like this:

or a statuslike this:

OMG! I hate my job! My boss is such a jerk!

Yesterday at 18:03 - Comment - Like

or a reviewlike this:

or a reviewlike this:

a business should knowWHERE IT CAME FROM

HOW TO HANDLE ITAND

REPUTATION =REPUTATION =What you say about yourself

(Digital Footprint)

What others say about you(Digital Shadow)

go hand in hand

Vis

ibili

ty

Reputation

Winning!100%

0%

Scam

Shame

When many of your online profiles

have user content, your reputation

drives results.

The goal is to maximize visiblity

and reputation

REPUTATION & PRESENCE

HOW DO YOU DEVELOP A WINNINGREPUTATION THAT’S BOTH

ANDPOSITIVE VISIBLE?

FOCUS ON:Listing & Visibility

Reviews & MentionsCompetition Monitoring

Social MarketingBuilding A Database

1 Visibility

visibilityis about making sure your

customers can find you

Google Search I’m Feeling Lucky

MAKE SUREYOU’RE LISTEDwhere you need to be

MAKE SUREYOU’RE LISTEDwhere you need to be

LISTINGS AREACCURATE

and make sure those

Wilkinson’s Family Restaurant

There’s nothing worse than 4 different listings and wrong

contact info

Wilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322

Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241

Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972

Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361

Wilkinson’s Family Restaurant

There’s nothing worse than 4 different listings and wrong

contact info

Wilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322

Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241

Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972

Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361

it drives customers

CRAZY

ACCURATE LISTINGSmake customers happyand google happy

The more consistent yourlistings, the higher up ingoogle you’ll appear

2 Reviews &Mentions

3 STEPS to review success

ENGAGE TOOLSthe reviewer

think of reviews as management

1 2

Why engage?

Good ReviewsAccolades

Goal setting

Staff trainingPolicy issues

What would you do if someone was in

your store reviewing it right now?

Bad Reviews

HARVESTuser-generated content

3

Encourage customers to leave online reviews

Publish review highlights in your

marketing material

3 Monitoring theCompetition

MONITOR THE COMPETITIONAND THEN OUTDO THEM

Post more social updates than they do

Aim for better reviews

Watch for their offers, then jump in at the right time

Compare placement in searches for different keywords and develop content around your

weaker ranking terms

4 SocialMarketing

it’s one thing to MONITORyour online reputation...

then you have to

BUILD IT

SOCIAL MARKETINGis about three things:

successful

SOCIAL MARKETINGis about three things:

successful

BuildingFans

SOCIAL MARKETINGis about three things:

successful

GeneratingLeads

BuildingFans

SOCIAL MARKETINGis about three things:

successful

CustomerService

GeneratingLeads

BuildingFans

there are

to build fans3 KEY WAYS

POST

AND

CONTENT

INTERESTINGRELEVANT

1.

...And rememberto vary your posts

No one would watch a TV ̀ channel with 24/7 commercials,

so why would they do that online? Throw in some entertainment

Turn potential customers and loyal fans into active Brand Ambassadors

CONNECT WITH

INFLUENCERS2.

CREATE

AND SOCIAL

COUPONS,DEALS,OFFERS

3.

NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars

NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars

BESIDES, WHO’S REALLY GOING TO LIKE A

plumber locksmithOR A

ON FACEBOOK ANYWAY?

(also, that looks like a top hat :)

are

on social media

CONSUMERSDECLARING

and thoseintentions are

Do you know how many people tweet about locking their

keys in their car?

LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.

How many people are moving to San Fran

right now?LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.

LOTS.

Social Media gives local businesses the revolutionary opportunity to connect with

who are ready and willing to purchase

nearby customers

AND ONCE YOU’VE CONNECTED,YOU BETTER KEEP THEM HAPPY

Facebook, Twitter, etc. are incredible customer service tools to strengthen your reputation.

65%think social media

is better than call centers

SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.

SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.

2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well.

SO WHAT’S THE RECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.

2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well.

3. Social media isn’t just about followers and likesIt can also be used to generate leads and conduct customer service in order to gain return on investment.

REPUTATION MANAGEMENT!

there is no greater time for

to get involved withSMALL BUSINESSES

5 BuildA Database

91%

10x

90

95%

97%

has a cell phone within reach 24 / 7

more likely to use mobile coupons

seconds response rate for text messages

of smartphone user lookup local info

of text message are open

Is your business prepared

St. Peter’s Square

for mobile marketing?

St. Peter’s Square

Text KEYWORD to 72727 to recieve OFFERKEYWORD SHORTCODE

Sample Sample Sample Sample

Sample Sample Sample Sample

Sample Sample Sample Sample

Sample Sample Sample Sample

0:00 AMAT&TAT&T 12:34 PM12:34 PM

MessageMessageSettingsSettingsKEYWORD3KEYWORD4KEYWORD5

KEYWORD2 Print

In storeOnlineEvent

Your business: Send your welltargeted message. ( include link, coupon, information and more) Reply STOP to 2end

77PQRSPQRS

44GHIGHI

55JKLJKL

88TUVTUV

00

99WXYZWXYZ

22ABCABC

33DEFDEF

66MNOMNO

11

By entering your mobile number you are authorizing thisbusiness to send you updates, o�ers, specials, or other friendly communications. Up to 3 msgs/mo. Msg&Data Rates may apply.To cancel, reply STOP 2end.

Mobiel Number: Type Mobile Number with Keypad

ENTER

Your Business

Waiting area

and more...

Online

Signage

Drive thur

Point of sale

CREATE A BUILDER MINDSETCREATE A BUILDER MINDSET

3 STEPS to texting success

ENGAGE REWARDthe audience

Retention of customers

12

Why engage?Loyalty

Incentives toincrease business

A reason toreturn

You must have an audience to grow your business, event, non profit

or any other organizationNew Customers

BENEFITfrom capturing data

3

Send timely messages Birthdays, Oil changes

Specials, Events, Deadlines, Reminders...

whatever you need

Appointments, Donations

Mobile marketing makes cents

Industry Average 2 - 7%

$50,000+ Annually per location

X $12 = $4,320 increase monthly revenue

3% return per month = 360 more transactions per month

3 promotions per month = 12,000 direct offers

1 location can build 3,000 - 5,000 people in their database over their first year!

Contact Us

jbaird@citytrail.com

602.638.3065

Jan Baird