building a better online reputationmarketing.glynndevins.com/acton/attachment/6658/f...leadingage...

LeadingAgeMichigan&PACEAssociationofMichigan~2016AnnualConference

BuildingaBetterOnlineReputationBRAND I TOWNS , D I R E C TO R CON T EN T S T R AT EGY, R E PU TAT ION & S O C I A L , B TOWNS@G LYNNDEV IN S .COM

JONATHAN HU RS T- S N EH , D I G I TA L U X MANAG E R , J H U R S T- S N EH@G LYNNDEV IN S .COM


TheBuyingProcessHasChanged


WhatImpactsYourOnlineReputation?


CommunityResponse?


10TIPS:BuildingaStrongerOnlineReputation


ProactivePlanning

01.


• Whoinyourorganizationisresponsibleforrespondingtoonlinereviewsandsocialmediacomments?

• What’syourplanifthe“fruitstandissue”wouldhappenatyourcommunity?

• DoyouwanttoincreaseyouraveragestarratingonYelp?

• Areyoucreatingandsharingcontentaboutyourcommunityonaregularbasis?


StartWithAnAudit

02.


MeasurePerceptionOffline


KeepTabsOnCompetitors

03.


• QuantityofReviews

• Ratings/Sentiment/Context

• SocialMediaPresence

• ResponsefromCommunityLeadership


Claim/UpdateDirectoriesandLocalListings

04.


TheLocalSearchEcosystem(UnitedStates)


ListingData

NAPInfo– accuracyandconsistencyiskey

Whensearchenginesseeconflictinginformation,ithurtsyourlocalsearchvisibility

Includehigh-qualitydescription,accuratecategories,interestingimages,informativevideos,websiteURL,businesshours


“SIRI”ONAPPLEDEVICES…

…POWEREDBYYELP.


NominateYourChampions

05.


EncouragePositiveReviews

06.


OnlineReviewsOverTime


EngageWithYourAudience

07.


ConnectWithSocialInfluencers


UseDigitalToolstoAutomatetheProcess

08.


GetEmailAlertsWhenNewReviewsAreAdded


MonitorReviewsInOnePlace


RequestReviewTool


OnsiteReviewToolforComputers&MobileDevices


AFreeTool:www.FreeReviewMonitoring.com


AFreeTool:LimitedSiteMonitoring


AFreeTool:EmailAlerts+theAbilitytoSpy


DevelopaDigitalCustomerCareStrategy

09.


ShareYourStoryAcrossMultipleChannels

10.


WhyShouldYouCareAboutOnlineReviews?


RespondingtoOnlineReviews


ACKNOWLEDGE (BOTH POSITIVE & NEGATIVE)

GENERATE POSITIVE CONTENT ACROSS ALL PLATFORMS

BE SINCERE, NOT AGGRESSIVE

TAKE ACTION TO REMEDY THE ISSUE (IF ANY)

CONTINUE TO MONITOR & SOLICIT POSITIVE REVIEWS

TAKE TOUCHY SUBJECTS OFFLINE


FrequentlyAskedQuestions

• “WehaveanewreviewonYelpandwanttorespond.Howdowedothat?”

• “Inoticedareviewfromtwoyearsago.Shouldwerespond?”

• “Canemployeesleavereviewsaboutourcommunity?”

• “Thisreviewisterrible.Howdowegetitremoved?”

• “What’sthebestwaytoaskforreviews?”

• “AresidentleftareviewonYelpbutit’snotshowingup.Why?”

• “CanIuploadatestimonialorletterwereceivedfromafamilymember?”


AllofyourmarketingeffortsleadACIsand

potentialresidentstolearnmore

aboutyouonline.


Goals

1. Bettersearchresults– listingswithmorereviewsshowhigherinthesearchresultsandaremorelikelytobeclickedbyusers.

2. Getreviewsovertime,onacontinuousbasis.

3. Growvolumeofpositivereviews– balanceanynegativereviews.

4. Diversifyreviewsacrossmultiplesites.

5. Reviewsarehappening– bepartoftheconversation.Showinterest,usefeedbacktoimprove.


Questions?

BRANDI TOWNSDIRECTOR CONTENT STRATEGY, REPUTATION & [email protected]

JONATHAN HURST-SNEHDIGITAL UX [email protected]

building a better online reputationmarketing.glynndevins.com/acton/attachment/6658/f...leadingage...

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