managing your online reputation
DESCRIPTION
Steve Thomas discusses best practices for managing your online reputation.TRANSCRIPT
Managing your Online Reputation
March 6, 2013Presented By: Steve ThomasPresident of The Net Impact
About the Speaker
Steve ThomasPresident, The Net ImpactVice President, UnidevPresident, American Marketing Association-St. LouisPresident, Missouri Venture Forum
With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur.
Contact me:Twitter: @TNIMANLinkedIn: www.linkedin.com/stevenrthomas
True or False?
Everything you read on the internet is true.
True
False
EVERYTHING on the internet is TRUE
True or False?
You can “control” your online reputation.
True
False
You Can Control Your Online Reputation
Learn about your reputation
Learn about your reputation – Google yourself– Set up alerts– Look at local reviews– Don’t forget Yahoo and Bing– Yelp yourself– Online reviews– Analytics
Google Alerts
Set up a Google Alert with your company name and related terms. – This ensures you are among the first to know if
someone makes a comment, negative or positive.
Google Alerts
Sample alert
Why Do I Care?
The benefits of a good online reputation• Improved image for your brand• Better first impressions• More new customer inquiries• Increase in conversions • Reduced customer concerns
Why Do I Care?
7 out of 10
customers trust online reviews as much as personal recommendations.
(ReachLocal.com)
Reviews Can Kill
Sample negative review on Google
Reviews Can Help
Sample positive review on Google
Google +
Basic Sites to Monitor
Other Review Sources
Other Review Sources
Surveys
Surveying your customer after a job is done is a great way to get feedback.
• If feedback is positive, encourage customers to review online or publish the testimonial on your website.
• If the feedback is negative, try to rectify the situation before the customer goes online.
Handling Positive Feedback
• If a customer gives a positive review, be sure to provide them with positive feedback, whether it be liking their comment or responding.
Case Study: Hotel in St. Louis I recently stayed at this property and was very pleased by the stay. They are a themed (not like one of "those" hotels) but old English Inn. Bad weather forced me to stay there and I enjoyed
their large lobby with fireplace and friendly staff.
Great little morning continental breakfast area, but it was replenished by the desk staff and would run out of things (may have been due to the snow day keeping staff away?). Overall a funny place that I enjoyed. Nice little features and also a very small bar/lounge that had live
music (for a nice touch).
What great feedback! Thank you for taking the time to let us know about your experience at The Cheshire. With the renovation of the property in 2011, our goal was to keep the old English charm and yet add the modern comfort that we all enjoy. We are very happy you've enjoyed each bit of it.
We hope to see you again under different circumstances especially on a sunny day.
True or False?
There is nothing you can do about a bad review.
True
False
Handling Negative Reviews
Handling Negative Reviews
TRANSPARENCY“IF YOU LOOK AT COMPANIES THAT ARE NOT TRANSPARENT, IT IS
NOT A QUESTION OF IF THEY ARE GOING TO BE FOUND OUT, IT IS WHEN.”—PETER SHANKMAN, FOUNDER OF HARO
How to Handle Negative Feedback
Acknowledge the comment
Address the issue
Respond politely
Provide solutions
Thank you for staying with us and we truly value your feedback. I'm so sorry that you did not enjoy the hotel's layout and I know that with a hotel of this size, some might find it a bit out
of the way to get to the pool. At the same time I am glad you were able to utilize it. As for your room, I offer my sincere apology and I hope that if you do stay with us again you will
reach out to us and let us know that there is something we can do to make it better. Thank you for your time and we hope you'll come stay with us next time you're in the area. Happy
New Year!
Case Study: Hotel in St. Louis
While the lobby looks nice the rest of the hotel is dated. To get to the pool area is a task in itself. The pool was very small and not kept up too well. The rooms were OK but did have a musty smell to them. The breakfast served was marginal at best.
Scenario
Thanks for lying to me ABC company! The project took longer than you said it would and now I have to look at an unfinished floor! You are the worst!
Tom Jones
ABC Company
Hi Tom, We are sorry your project was not finished in the time estimated. We hate to have an unhappy customer. Let’s work together to find a solution. Please call me, Jared, at 555-555-5555 today and we can work something out.
Shelf Space StrategyBasic Text Content Sites
• Website• Google + (Places) / Bing • News• Articles• Press releases• Blog• Wikipedia• Facebook• Twitter• Linked In• Directories like YP, Yelp…
Basic Image Content Sites• Website• News• You Tube• Vimeo• Flickr• Google• Bing• Pinterest
Shelf Space Strategy: Images
Shelf Space Strategy: Images
Shelf Space Strategy: Images
Product listing ads. Requires exporting product feeds. Through Adwords
Learn About Your Reputation
Take-away OneThe time to manage your reputation is NOT after it has already been damaged.
Because everything on the internet isn’t true, you have to be constantly aware
of your brand reputation
Be Transparent
Take-away Two Customers will be more likely to trust you if you are transparent. Own up to mistakes by being honest and humble.
Shelf Space Strategy
Take-away Three You can help your brand name’s visibility online using
content. Google +, your website SEO content, articles, press releases, images, social media,
listings…
Thank You!
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