Reputation Management

1. Reputation Management:
Revisited
Ryan Leslie
Page 67

2. Reputation Management: REVISITED!

3. TODAY’S PRESENTER
Ryan Leslie
Director of Dealer Experience
Ryan@DealerRater.com
678.919.9999
@jrleslie

4.  Failed strategies of the past
• What can we learn from looking backward?
 Four Best Practices that will motivate employees to be ACTIVE in the
review collection effort.
1. Strive for Stories!
2. Manage your OWN Brand - Keys to your meet the staff page
3. Put the ME in Team
4. Adopt the Lifecycle of Reviews
 Parting Thoughts and Q&A
TODAY’S OBJECTIVES

5. Things are Clearer in the
Rearview Mirror

6. Things are Clearer in the
Rearview Mirror

7. The Results were Incredibly Un-
Credible

8. • Inappropriate content: Don’t post reviews that contain or link to unlawful content, or content that violates our Google+
content policy. We may also remove reviews that include plagiarism or are copied from other sites.
• Advertising and spam: Don’t use reviews for advertising or post the same or similar reviews across multiple places, don’t
post fake reviews intended to boost or lower ratings, and don't include links to other websites. For certain
types of businesses that are prone to spam, we also reserve the right to prevent reviews from publicly appearing across
Google.
• Off-topic reviews: Reviews should describe your personal, first-hand experience with a specific place. Don’t post
reviews based on someone else’s experience, or that are not about the specific place you are reviewing.
Reviews are not a forum for personal rants or crusades. Don’t use reviews to report incorrect information about a place--use
the Report a problem link for that place instead.
• Conflict of interest: Reviews are only valuable when they are honest and unbiased. For instance, as a business
owner or employee you should not review your own business or current place of work. Don’t
offer money or product to others to write reviews for your business or write negative reviews about a competitor.
We also discourage specialized review stationsor kiosks set up at your place of business for the sole
purpose of soliciting reviews. As a reviewer, you should not accept money or product from a business to write a review about
them. Additionally, don’t feel compelled to review a certain way just because an employee of that business asked you to do
so. Finally, don’t post reviews on behalf of others or misrepresent your identity or affiliation with
the place you are reviewing.
12-12-12
Google Local Review Policies

9. What Have We Learned?
Customers CRAVE Real
Reviews!

10. Today’s Consumer

11. July 7th, 2014 - BrightLocal releases 4th annual survey to
understand how online reviews influence the attitudes of
consumers toward local businesses and how they directly
influence the purchase of local business services.
Key Findings:
 88% of consumers say they
trust online reviews as much
as personal
recommendations (vs. 79% in
2013)
 85% read 10 or more reviews
Online Reviews Trump Personal
Recommendations

12. Today’s Auto Shopper

13. =
Online Reviews Are Your Customer
Experience History Report

14. Begging for a “5 Star” Review is
a Failed Strategy
Never beg for a 5 star review…
…ask the customer for their story.
Best Practice #1: Strive for Stories

15. 5 words and 5 stars
will not sell or
service cars!
Best Practice #1: Strive for Stories

16. • Don’t say:
- “Would you please give me a review?”
• Say:
- “I’ve really enjoyed helping you find your new car.
Would you be willing to share your story with
others?”
- “Do you remember that website I shared with you
that featured all of my favorite customers? I’ve really
enjoyed doing business with you, would you be
willing to share your story on my site?”
Best Practice #1: Strive for Stories

17. • BIO: What makes you different? Why
do you do what you do?
• Current Content: New reviews every
day or two!
• Contact info: Ok, You’re awesome!
How do I find you?
• Great Headshot: If you look like a
felon, you won’t get a phone up!
• Video: No medium captures you
better
Best Practice #2: Manage Your
OWN Brand

18. MOTIVATION
Best Practice #3: Put the “ME”
in TEAM

19. Spiffs
Threats
Motivation
Stop the Spiffs!

20. This: Without this:
Intrinsic Motivation is…

21. The Science of Motivation

22. In simplistic terms, it tells the individual to repeat what it just did to
get that reward again in the future. Remember Pavlov?
Dopamine is the
chemical responsible
for signaling feedback
for predicted
rewards.
The Science of Motivation

23. Pavlov’s Human?

24. …the Anticipation of Reward
Behavior Modification is…

25. CA$H Behavior Modification
Easy/Low Effort
Quick Fix
Low Impact on Consumer Experience
Short Term Payoff
Requires Planning
Requires Intention
High Impact on Consumer Experience
Culture Change Agent
Review Collection Strategies

26.  Read reviews in meetings: The Good, The Bad, and The Ugly!
 Post reviews in the break room
 Email to “all” to recognize excellence from GM or DP
 Best review of the week rewards: no Lot Duty, eat first on Saturday
Best Practices for Employee
Recognition

27. Reviews ARE Effective Marketing

28.  The Signature line of your email should include a hyperlink to your reviews
• Not a request to write them
• Testimonial tab on your site is for marketing NOT solicitation
 Reviews should be incorporated into your lead response
• Remember that the average consumer will do 24 points of research and
visit 1.2 dealerships – DIFFERENTIATE!
Reviews ARE Effective PERSONAL
Marketing

29.  Avoid “showrooming” with reviews
• Never leave your customer unattended without your “Digital Brag Book"
 Utilize “Google Me” Strategy
 Get Creative
• QR Codes; Bitly links, Facebook posts from your personal account
Reviews ARE Effective Personal
Marketing

31. Salesperson
leverages
reviews in the
sales process
Consumer
READS
Reviews
Consumer
chooses the
salesperson
because of their
reviews
Salesperson
provides an
excellent
consumer
experience
Salesperson asks
the consumer to
share THEIR
STORY
Best Practice #4: Adopt the Lifecycle
of Reviews

32. Consumers that view employee review pages of
Certified Dealers on DealerRater are 12 times more
likely to convert to a lead for the dealership
compared to consumers that did not visit
DealerRater
Employee Reviews = Consumer
Engagement

33.  It is going to happen so be prepared
 Remember your REAL audience when
you respond
 Quit Apologizing!
• Thank them for their time to write the
review. An apology isn’t always required.
 Don’t be so quick to dismiss it
• Investigate. Is there any truth to the
review? Would a reasonable person feel
this way?
• Remember that negative online reviews
represent lost opportunity.
Negative Review Responses

34. Strive for stories NOT stars!
• Change how you ask for this content; A story resonates more than a star count
Be your own Brand
• Teach individuals to be their own brand and embrace the competitiveness on your floor
and in your drive
Put the "ME" in team
• Stop the Spiffs with long term motivation and true culture change
Adopt the Lifecycle of Reviews
• Your next review opens the door to your next sale; don’t break the cycle by failing to ask
for a story
Revisit your negative Review Responses
• Respond to all negative reviews; Apologize when necessary
Key Takeaways

35. “The way to a good
reputation is to
endeavor to be what
you desire to appear.”
-Socrates
Key Takeaways

36. Time for transparency…
Why IS20G?

47. There is Power in a Written
Commitment

48. Goal Setting

49. TODAY’S PRESENTER
Ryan Leslie
Director of Dealer Experience
Ryan@DealerRater.com
678.919.9999
@jrleslie