Proactive ORM - Adco Flycast Digital Marketing
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Transcript Proactive ORM - Adco Flycast Digital Marketing
Online Reputation
Management
Dr. Pete Gelesko
Adco Digital
Why are Reviews Important
Traffic to top 10 review sites grew 158% last year (compete.com)
92% of consumers trust online reviews over what a salesperson says
(Wall Street Journal)
75% don’t believe companies tell the truth in advertising
70% consult reviews before purchasing
Why are Reviews Important
7 in 10 who read reviews share those reviews with friends
45% of buyers say the are influenced by reviews (Harris Poll)
34% of people turn to the internet to air their feelings (Harris Poll)
46% feel they can be brutally honest on the internet
Covered Today
What is Reputation Management
Examples of what can happen if not monitored
How to improve online reputation
Posting Reviews
On-going Monitoring
Stay in contact
What is online reputation management?
ORM is …
The process of proactively using tools, processes, and systems to be
aware of and influence the conversation that is taking place about you
and your business online
In other words…actively building a 5 star reputation online and
marketing that reputation so that it is easily found.
What are the stakes?
74% of U.S. consumers choose to do
business based on online feedback
Source: Society for Communications Research
12 Surefire Ways to
Protect Your Reputation
(While Promoting Your Business)
Effective ORM should:
Be proactive and reactive
Ideally 90% proactive
Combine marketing, SEO, public relations, branding, sales, and
customer service
Cut across ALL core business functions
Five core principals of ORM
1.
Listen to what your customers are saying
2.
Contribute to the conversation
3.
Delight customers by exceeding expectations
4.
Collect feedback, referrals, & testimonials
5.
Plan how you will respond before you need to
3. Set up profiles in all of your
key directories and networks
Google+ Local
*important*
Yelp
Trip Advisor
LinkedIn
Facebook
Twitter
4. Start blogging!
Add social media sharing buttons
Post on subjects that will help your clients and prospects
Use posts to populate a monthly newsletter
6. Promote remarkable
customer service
Create a service culture
Happy employees = happy customers
Establish metrics (and rewards) that
promote a good customer experience
Encourage all employees to collect
testimonials
Share client praise with your team
8. Say thank you
Edible
Arrangements
Postagram
(cool iOS app!)
Handwritten
notes …
$0.45 = customer
for life (OFF THE CHARTS
ROI)
COLLECT
Customer feedback, referrals & testimonials
9. Use free or paid survey tools
to collect client feedback
Survey Gizmo
Survey Monkey
Other Proprietary
Software Systems
10. Set up channels for receiving
voluntary feedback
Use these places (and others) to collect
feedback:
Reputation Software Systems
Email signature
Web forms
Invoices / receipts
Newsletters
PLAN
Processes > improvisation
11. Develop a process for responding to
negative buzz (before you need it)
Listen
Take it offline
Decide whether to
engage
Move on
Apologize
Affirm
Reflect
Act
12. Build a referral system
Collecting referrals
should be an ACTIVE
and METHODICAL
process
Consider creating a
referral reward system
What Can You Do
To Fight Back?
Claim your listing
Respond To Reviews
Have a system to collect reviews
Find a way to filter the reviews before they are posted online
Promote the positive ones and take action to correct the negative
ones
Encourage customers to submit reviews to review sites
Continue to Monitor your reputation
Stay in touch with customers
System For Collecting Reviews
Use a survey that encourages a positive response
Leading questions that put the customer in a frame of mind to leave a
good review
What do you like BEST about ……
What is something you would tell a friend?
If survey reveals a problem, have a system for correcting it before the
customer shares it online
Have a system for asking customers to share their positive experience
on major review sites
Always state that responses may be used in promotional material
Optional – offer a reward for completion
Reputation Is More Than Reviews
Visibility
Reviews
Mentions
Social Media
Facebook – likes
LinkedIn – Endorsements
Twitter – has tag mentions
Share of Voice
Connect With Customers
System to stay in touch with customers
Email communications – do you have a list?
Send cards and notes
Automate with SendOutCards.com
Blog that educates
There is more than Google
Big Takeaway?
You can’t control what people say about your
company. But you CAN exercise some control over
the larger conversational context that they say it in.
Proactive ORM is all about making sure you’re adding
enough to the conversation to ensure that the ratio of
positive to negative is in your favor.
Questions????
[email protected]