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Online Reputation Management
 

Online Reputation Management

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    Online Reputation Management Online Reputation Management Presentation Transcript

    • AIM 2010 Online Reputation Management ( ORM ) Dealing with Customer Feedback… a.k.a. “ORM Wrestling” B. Kevin Thompson VP Marketing, AvalonBay Communities, Inc.
    • What am I supposed to do with this?!
      • “ Great place to meet good looking babes! But you got to have big gonads and chat them up when in the elevator. If you're a shy loser, forget about it. I've made it with 4 chicks here in the last two years. Some of these chicks are really starving for the big beef platter but you got to make the first move.”
      • ApartmentRatings.com posting at Avalon Prudential Center, Boston, MA
    • Is this how your company views “Customer Service”?
      • Your online reputation drives purchase decisions (= more leads)
        • 77% of prospects use reviews and ratings when shopping
        • 92.5% said they regularly research products/companies online before making a purchase decision.
        • 68% of Facebook users are more likely to purchase based on a FB Friend referral
        • It takes between 2 and 10 seconds to make a decision online. Good or bad feedback can dramatically influence that decision.
      • Customer Feedback Sites provide organic relevancy for your brand
        • Search Engine Optimization + Search Engine Marketing + Social Media Optimization
      Why even care about Customer Feedback? Obviously, to enhance the satisfaction & happiness of your customers. But…if you work for an evil company, then just do it for these selfish reasons:
    • How (and why) to connect to customers? Some thoughts to ponder:
      • The strongest customer relationships are built through authentic conversations and interactions .
        • We have to engage with them!
      • Customer voices carry far more credibility than the brand voice.
        • It’s about “me” the customer, not “me” the product provider.
      • Passionate customer voices are the cornerstone of a successful brand.
        • We don’t own the brand. The consumer does. Our job is to try and influence their opinion of the brand.
        • Customers not only experience the brand…they become part of the brand! We must provide them with a “return on emotion”.
        • Customers want to help you make your product successful.
      • Customer Service has become its own powerful media channel .
        • Making Online Reputation Management a priority is vital to your company’s overall success.
    • Evolution of Customer Feedback Response
      • “ Yesterday”
        • Ignore it (or have your lawyer send a cease & desist)
        • Give it a low response priority
      • “ Today”
        • Customer experiences and expectations within other industries now demand prompt feedback/follow-up within the multifamily industry
        • You should at least be in the “listening” phase
      • “ Tomorrow”
        • Successful companies will have an “engagement” process in place (if not already)
        • Evolve or die
    • Developing a Social Response Strategy
      • Conversation Mining:
      • E nterprise G enerated C ontent (Corp. Websites)
      • M ain S tream M edia (MSM Blogs, Forums)
      • C onsumer G enerated C ontent (Social Media, Consumer Blogs, AptRatings.com)
      • Engage the Consumer:
      • Blogs/MicroBlogs
      • Widgets/Apps
      • Wikis
      • Social Networks
      • Viral Videos
      • Photos
      • Data Analytics:
      • Track Leads (Traffic)
      • Track Conversions
      • Track Followers
      • Other variables
        • (Repeat Step 1)
      Listen Map the Landscape Engage Meet them on their turf Measure Test, then invest
    • AvalonBay Communities A peek under our dress…
      • We have an active response/engagement program in place, but still have room for improvement
        • We track every comment (pos/neg/neut) on AptRatings, Yelp, and ApartmentReview; and also track all “Avalon”-related keywords on Twitter and other social, news/media sites
        • Approximately 50 feedback comments per day (avg 3/week/community)
        • We average 2.8 and 2.9 (out of 5) on AptRatings and Yelp, respectively. (This is an improvement from the past year)
      • Our training department and marketing team are working with on-site associates to help them respond appropriately.
      • AptRatings and/or Yelp are consistently in our Top 50 upstream/downstream sites. Whether we like it or not, feedback sites are here to stay.
    • Lessons Learned & Advice to Others
      • In order for Online Reputation to be effective, you must have Senior Mgmt support , and it must radiate to every onsite associate .
      • Track all responses.
        • Even the anonymous feedback on AptRatings
      • You need to have a centralized point of entry for all comments, from which you respond or distribute.
        • Provides accountability and assurance of response
      • You can’t ignore the feedback.
        • Set up “Green, Yellow, Red” tiered response system. (Have an approved response protocol and response templates available)
      • Remember, in a world of commodity products, having an excellent customer service reputation differentiates you as much, if not more , than an established brand platform.
      • Embrace customer feedback !
        • Ask for reviews (from both prospects and residents)
    • Looking to the Future Opportunities in ORM
      • The industry needs a non-biased, third-party endorsement/rating system across all products (similar to the hotel’s diamond rating system)
      • Technology needs to help us merge auto-responses (including dynamically generated content) with a “live” personalized response.
      • Live links from feedback sites hosted directly on community pages.
        • This requires letting the world see you in all your “glory”…the beauty marks and the warts.
        • The conversation is already happening with or without you now. The sooner you get engaged, the better.
      • People will forget what you said. People will forget what you did. But people will never forget how you made them feel.
          • Maya Angelou
    • Thank You!
      • Follow me…
      AvalonMarketing Become a Fan of Avalon Communities… AvalonBay Communities