Online Reputation Management


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Online Reputation Management

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