Slide 1

Managing your Digital Reputation

Matt Young

@cosmic_matty

Serco Internal1What is superfast business?

Superfast Business is a European Funded programme of fully funded business support for SMEs

Delivered by Peninsula Enterprise, working with the Local Authorities broadband rollout project

Serco InternalBusiness advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.Benefits for businesses can include:Competitive advantage through take-up and exploitation of SFBBIncreased productivityImprove access to new markets and business opportunitiesIncrease competitive advantage for businesses in rural locationsMore flexible and environmentally friendly working practicesIncreased opportunity for innovationEfficiency and timesaving

Eligibility criteria apply to businesses accessing the serviceSuperfast Business SupportSerco Internal3

Support Available 12 hours of supportSerco Internal4Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materialsCheck your eligibilityLet us know what areas of ICT and technology you might be interested in

Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next StepsDeveloping an ICT strategyDeveloping your ICT network/ infrastructureEngaging new and existing customersCollaboration Client Relationship Management Systems Flexible working Moving your business to the CloudBusiness Continuity Serco Internal5http://www.youtube.com/watch?v=G7KZR9NwKQQ

Serco Internalwww.superfastbusiness.co.uktwitter @superfastbizFacebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW'info@superfastbusiness.co.uk 0845 603 8593

Stay up to dateSerco Internal7

Managing yourDigital Reputation

Serco InternalAgendaMonitor your reputationRespond what to do when it goes wrong..Be in control of your reputation

Serco Internal

Places to review

Serco InternalLocal newspapers10Use listening tools for sales opportunities and reputation managementBroadcast, but link back to your website & measure your successCreate a content first strategy. Create content and use many timesLook at video as an engagement toolSerco InternalHow do consumers research??Meet up with a new client/consultant?Google themBooking a holiday/hotel/campsite?Look for reviews Buying a new car?Research it first what car?Getting a builder?Check them out onlineDating someone new?Check out on 192.com

Serco InternalHow do your customers research you12Who cares about Your Online Reputation?ConsumersBusiness partnersStock holdersMarketersJournalistsProspective employers/employeesCo-workersPersonal contacts

Serco Internal123peoplescreenshot

Serco Internal192.ComFind my past.com14What is digital reputation?What appears when you type in a keyword search.First Name Surname (if unique)First name Surname, Location First name, surname, BusinessBusiness nameReputation =First page of Google results + Reviews + real time social media

Serco Internal15

Serco Internal

Google pulls reviews from all sorts of sites, and posts them under your listingSerco InternalMake Managing Your Digital Reputation A Priority!!

Serco InternalMud sticks18MonitorSerco Internal

Old style. Im in controlNew style, Anyone can say anything, at any time.Serco InternalWhy monitor?Your digital reputation can be made or lost in a few minutes with only 140 characters.

Just as powerful, positive stories of good customer service can quickly build a positive digital reputation.

you want to know what is being said about you after you leave the party

Serco InternalTwitter it can be broken in seconds21Your SERP real estateWhats there for you?Any confusion with people of the same name?Any personal/professional crossover (winning a fishing competition, planning notice?)Any bad news stories?Any bad reviews?Serco InternalSearch Engine Results page22

Serco InternalWhats there?Any confusion with people of the same name?Any personal/professional crossover (winning a fishing competition, planning notice?)Any bad news stories?Any bad reviews?

23

Serco InternalWhat about photos?

Check Google images.

24What should you be monitoring?First name Surname (if unique)First name Surname, Location First name, Surname, BusinessBusiness nameBusiness name, locationDirectors namesRevenue generating staffAnything else? Your competitors?Create a spreadsheet

Serco InternalKeep a spreadhseetSocial media policy

25

Serco Internal

Serco InternalSamepoint.com

Set up email alertsSerco InternalSame point = social media search tone28Use social media for salesListening for social cuesListening for your brand and reputation

Listen to hashtags for mention of needs #Check social media search terms

Check out your reputationCheck SERPs of your phrasesCheck review sitesReady crisis management plan

Serco InternalListeningBroadcastContentCommunity you can set up searches keyword and your business name

Listen to competitorsGoogle AlertsCreate opportunities

River Cottage

29Hashtag ideasSector specific#windpower#climatechange

Geographic specific#brixham#devon#southdevon#devonhour

Campaign specific#greenenergy

Media specific#journorequest#prrequest

Serco InternalWant everyone to know that what I am saying is about this particular conversation/subject

Journo reqquest Helen Kindred rose Country living

30Social Mention

Serco InternalAudit your Google MapsGoogle Maps Complete profile Remove any old profilesInclude 5 categoriesInclude reviews

Serco InternalHow do we automate monitoring?Serco InternalGoogle Alerts

MonitorYour nameYour brandYour Directors

Set up queriesOnce a week

Look at Google AlertsSerco Internal

Serco InternalTweetDeck/Hootsuite

Set up Searches ..Visiting [brand][brand or product or people] recommendations[City] hotel recommendationsNeed product[City]Competitors

Serco InternalMonitorEnsure FacebookTwitterTrip Advisor etc have monitoring switched on inform me when someone mentions me or tags me

36In Trip AdvisorSign up to receive an email notification every time a new review is published for your property.

Manage your email notifications

Serco InternalRespondSerco InternalWhy do customers leave???

Serco Internal

Serco Internal

Serco InternalChoice between two properties? What % of people (interviewed) will choose the one with reviews?

68%

Serco InternalTrip Advisor: whats the average rating given by reviewers?

3.9Serco InternalThis shows people on the whole are positive43% of users Cancelled because they have found better reviews? 54%

2010 Q4 Forrester/TripAdvisor Custom Online Survey

Serco Internal

Serco InternalWhat to do if you are victim to a 45Types of CriticismProblems Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with.

Criticism Even more helpful is when the comment comes with a suggestion attached. Many customers including some of your most loyal will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive.

Attack While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. Essentially, you or your company did something wrong, and someone is angry. Usually TWO or more things have happened to them

Trolling The difference between trolling and an attack are that trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service (whether true or not) to promote a competing service.

Serco Internal

Serco InternalWhats horrid is the amount of anger behind a critical review47The AIR of dealing with complaintsAcknowledge Thank them, and explain that you will investigate, give them a time frame if needed

InvestigateInvestigate the issues, keep to the main issues not the subplots.

Respond offline and onlineRespond to the issues and describe what you have done to change things so it will NEVER happen again

Serco InternalWrite it all up in Word firstKeep your tone even and professionalRespect their right to complainDont attack the personOnly respond to the issues not the sub-plotsFor Trip Advisor needs to go in one response onlyCant ask more questions (on TA)

Serco Internal49

Serco Internal

Serco InternalWhy does it work?Samovar addressed specific issues raised by the reviewer and let her know that they are already working on these issues to remedy andimprove the customer experience.

The terrific response is also capped off by an open invitation for the reviewer to reach out to the business owner / manager directly, with the encouragement to sound out more questions and comments.

Serco InternalYou probably should not respond if

You are angry

You want to point out your opponents flaws

Your critic is nasty

Serco InternalRespond to criticismYou should respond ifThere was a misunderstanding or errorYou owe an apology Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place.You can help someone else Defend others its like money in the bank

Serco InternalWrite it all up online, keep your tone even and professionalRespect their right to complainDont attack the personOnly respond to the issue not the sub-plotsAsk questions if you need toSerco InternalIf you dont want criticism..dont court criticismSerco Internal

Think before you post!!!Serco InternalThresher SharkGreendale

57Try something different Use VideoSerco Internal

Serco Internal

Serco InternalUsing You Tube to respond Case StudyTaco Bell - a rumor spread online questioning whether the fast food chain used real beef in its products. You dont want people to even be questioning if youre using beef in your tacos.Taco Bell president immediately went to YouTube with his response.

They also contacted their over 7 million fans on Facebook and ~150k Twitter followers.

As Dorie said, they already had an army of people who were favorably inclined toward Taco Bell. They were able to quickly reach them and dispel rumors.

Serco InternalDont forget to respond to praise too

Serco InternalBe (nearly) in control Serco InternalImprove your social media influence

Serco InternalImprove Social Media PROFILESRemember Social Media Profiles rank highly

Set up and fully populate (in your name and business name)

LinkedIn profile (and business)Twitter profile Bio is really importantFacebook Page any old pages? Delete or claim

Tag yourself in Flickr photos

Serco InternalDominate your real estateCreate more contentInclude more web pages about you

Upload more photos, title your name

Include history of the businessMore information about youPress releases with your name in it (in text format)

Get listed in directories

Serco InternalCreate Social Media ContentCreate Blog Posts in your name and domain name

Be active in forumsTrip Advisor destination forumOther forums, Net Mums

Start to build online relationships with your customers, create a communityCreating a goodwill bank account

Serco InternalEnhance Reputation the Digital Thought Leader

Serco InternalStart to dominate your real estate

Serco InternalDigital Leadership Which are you?POSITIVE BEHAVIOUR

PROACTIVE BEHAVIOURREACTIVEBEHAVIOURNEGATIVEBEHAVIOUR

Serco InternalHow about if we applied use of digital/social media skills to the Lively Leadership model what reflections do we have of the behaviours on Twitter, Facebook, Blogs, websites?

Lazy Leaders let others do the digital developments, usually stick with the tools they are most comfortable with avoid social media?

Lordly Leaders like blogging because they can present their views and ego-centric thoughts not so keen if people respond or worse-still challenge their opinions!

Lovely Leaders will be drawn to Facebook they love having more-and-more Friends and the social nature of interactions

Lively Leaders very active on Twitter? but use all social media tools to their best advantage they like engagement, thought leadership, developing online collaboration

Sideliner reading, but not interacting, lurking, RTingJoiner prolific interaction everything & anythingLeader commentators, thinkers, provocateurs

70

Serco InternalWho do you know?: LOVELY

: LIVELY

: LAZY

: LORDLY

Serco InternalCreating communitiesKeeping customers through community building:

River Cottage have created a community that has 36,000 subscribers actively engaged

Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't.

Source: A Big Payoff from Online Company Communities

Serco InternalAND look to build a community to help you for when and if this happens Credits in the bank of good will

73Make a list.Encourage good reviewsReminder cards, postcards, flyers, and emails, and review collection widgets (on TA resources)

Make a list of review sites for your businesswww.ratethispark.co.ukwww.ukcampsite.co.ukwww.chycor.co.ukwww.holidaywatchdog.comwww.mybuilder.com

Serco Internal74Crisis ManagementSerco Internal

Serco InternalSerious Fire 7th February 2012

Badly affected HQ buildings

71,000 followers on Twitter76Social Media use during and after crisis how can it help, how can it assist recovery of a businessSerco InternalRivercottage77River Cottage CrisisPhone lines on-site were down no communication

Immediate Tweets to share info (and reassure)Twitter became the communication channel on which to develop key messages, share updates and inform audiences

Commitment to regular updates follow-upSerco InternalImmediate decisions on priorities1. Safety staff and visitors on-site2. Support for short-term/guests arriving that morning3. Protecting long term bookings and business

Serco Internal

Serco InternalFirst news breaking on Twitter Social Media lead : Murry : in South East working

80

Serco Internal

Serco InternalBe positive

Serco Internal

Serco InternalHandling the mediaGathered interest from press and TV -local, regional, nationalPress became reliant on social media channels for updatesNews content driven by River Cottage staff and spokes-peopleRiver Cottage remained in control of the story and used materials from social mediaSerco Internal

Serco InternalRiver Cottage CrisisKey Social Media useTwitterShort, sharp messages and updatesSharing photos and messages of supportBlogNarrative and explanationInformation about bookings, what to expectSerco Internal

Serco InternalBlog updates88Business as usual 2 weeks

Serco InternalDate for the start of courses 24th Feb 2 weeks later.89

Serco Internal

Serco Internal

Serco InternalWhat happened?- Follower numbers increased

Interest and business support grew as a resultGuest feedback on the new experience was highly positive and supportive

Reduced impact on business, speeded recovery Maintained reputationSerco Internal

Serco InternalTop tips to managing your digital reputationMonitorSet up AlertsMonitor Social Media channelsRespondRespond to positive (some) and negative (all)When crisis strikes - use AiRBe in controlAudit Social Media and use it to build up goodwillDevelop more content on website, blog, PRAdd to review and forum sites

Serco InternalQuestionsMatt YoungCosmic Ethical IT

@cosmic_mattymatt@cosmic.org.ukSerco Internal

Serco InternalNot all bad reviews are equal

Serco InternalGood Trip Advisor response

Serco InternalCase studyCorinthia Hotels

monitoring mentions of our hotel names, but also using saved social searchesto monitor relevant conversations and identify ways and opportunities we can help.Serco Internal60% of respondents said that an aggressive Management Response to a bad review made the hotel look worse in their eyes.

Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place. Serco InternalIn all the reviews I read ... this is the ONLY hotel whose management took the time to respond to customerreviews on TripAdvisor, whether positive or negative. My impression is that this hotel is truly interested in hearing about customer issues and very concerned about improvements to its service and facility

A TripAdvisor MemberSerco InternalHow to respond to TripAdvisor (same for all review sites)TwitterFacebook

YouTubeSerco InternalResponding in Facebook

Review posting abilityEnsure you have tight ruleshttps://www.facebook.com/cocacolaRespond publicly but move things to private response (email) as soon as possible.Give them an email address or telephone number that you can answerIf appropriate follow up the response to the complaint on Facebook after

Serco InternalOr set up a Facebook service Page

Serco InternalHow not to do it

Serco InternalResponding in TwitterComplaining about a brand on Twitter is relatively easy (No sign in or verification & anonymous)

Twitters limited character count makes meaningful conversation difficult

This @business is terrible!Never buy from @business they treat customers really bad

Serco InternalResponding in TwitterAddress the tweet in one (or two) tweets Try to take the conversation off the Twitter platform so you can have a meaningful discussion Ask them to follow you so you can DM (Direct Message)Or specify an email address or phone number you can share publicly on Twitter If the complaints dont stop and you suspect the comments may be from a fake account set up just to harass you online, report the user to Twitter.Serco Internal

15 minutes later..Serco InternalFurther tips - TwitterHashtags # - dont create a hashtag of your own to respond to individual complaints. But, if users generate a hashtag around an issue, include that hashtag in your replies can help spread your response to interested and watching parties. #BTcrap @yourbusiness #fail Check it outKeep your calm and be professional.Serco Internal110

Serco InternalTrip Advisor Manage your listing in the top-right corner of any page and follow these steps: Click on the Manage your reviews tab. Select Respond to a review. Choose the review you would like to respond to by clicking on the radio buttonRespond Click submit.

Serco Internal112