reputation management - how to make local businesses give a damn
DESCRIPTION
Small & medium business owners are busy people with very little time to spare. You need to show them that managing their business's reputation online is one thing they NEED to be doing. Whether it's improving their listing visibility, responding to reviews to increase customer satisfaction, monitoring their competition, or using social media to create new leads, reputation management is fast becoming a necessity for businesses in this digital age.TRANSCRIPT
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MANAGEMENTREPUTATION
@vendasta vendasta.com
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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
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but not just here anymore...
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...or here
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THEY’RE SHARING THEMHERE and HERE and HERE
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...and HERE
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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
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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
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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%
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CONSUMERS
CONVERSATIONS
the fact is,
control
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and users
more than
TRUSTUSER GENERATEDCONTENT
TRADITIONAL
MEDIA
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but not just here anymore...
so when a tweet goesout like this:
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or a statuslike this:
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or a reviewlike this:
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or a reviewlike this:
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a business should knowWHERE IT CAME FROM
HOW TO HANDLE ITAND
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REPUTATION =REPUTATION =What you say about yourself
(Digital Footprint)
What others say about you(Digital Shadow)
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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
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HOW DO YOU DEVELOP A WINNINGREPUTATION THAT’S BOTH
ANDPOSITIVE VISIBLE?
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FOCUS ON:Listing & Visibility
Reviews & MentionsCompetition Monitoring
Social Marketing
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1 Visibility
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visibilityis about making sure your
customers can find you
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MAKE SUREYOU’RE LISTEDwhere you need to be
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MAKE SUREYOU’RE LISTEDwhere you need to be
LISTINGS AREACCURATE
and make sure those
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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
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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
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ACCURATE LISTINGSmake customers happyand google happy
The more consistent yourlistings, the higher up ingoogle you’ll appear
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2 Reviews &Mentions
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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
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3 Monitoring theCompetition
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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
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4 SocialMarketing
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it’s one thing to MONITORyour online reputation...
then you have to
BUILD IT
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SOCIAL MARKETINGis about three things:
successful
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SOCIAL MARKETINGis about three things:
successful
BuildingFans
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SOCIAL MARKETINGis about three things:
successful
GeneratingLeads
BuildingFans
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SOCIAL MARKETINGis about three things:
successful
CustomerService
GeneratingLeads
BuildingFans
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there are
to build fans3 KEY WAYS
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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
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Turn potential customers and loyal fans into active Brand Ambassadors
CONNECT WITH
INFLUENCERS2.
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CREATE
AND SOCIAL
COUPONS,DEALS,OFFERS
3.
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NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars
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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?
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(also, that looks like a top hat :)
are
on social media
CONSUMERSDECLARING
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and thoseintentions are
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Do you know how many people tweet about locking their
keys in their car?
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LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.
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How many people are moving to San Fran
right now?LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.
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LOTS.
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Social Media gives local businesses the revolutionary opportunity to connect with
who are ready and willing to purchase
nearby customers
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AND ONCE YOU’VE CONNECTED,YOU BETTER KEEP THEM HAPPY
Facebook, Twitter, etc. are incredible customer service tools to strengthen your reputation.
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65%think social media
is better than call centers
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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.
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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.
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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.
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REPUTATION MANAGEMENT!
there is no greater time for
to get involved withSMALL BUSINESSES