Reputation Marketing is the Next Step for Businesses to Embrace
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Reputation Marketing is the Next Step for Businesses to Embrace

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Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers ...

Reputation Marketing is just the first step. Get reviews and then what. Learn how to grow your brand online and utilize your positive customer feedback to influence the next prospective customers online.

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  • Applaud Best Buy and others who ask as you check out. Not great exectuion. Should be salesperson but still numbers game to them

Reputation Marketing is the Next Step for Businesses to Embrace Presentation Transcript

  • 1. Reputation Marketing: The Next Step in Reputation Management Never Let a Good Review Go To Waste
  • 2. Let’s Connect Online Glenn Pasch, CEO PCG Digital Marketing glenn@pcgmailer.com Twitter: @sidebysidecoach LinkedIn: www.linkedin.com/in/glennpasch Blog: www.glennpasch.com Website: www.pcgdigitalmarketing.com
  • 3. • What is Reputation Management/ Marketing? • Why is it Important? • How to be proactive. • How to Market it Online. • How to Market it Onsite. • How it Makes You $$. • Homework
  • 4. Pool of Influence: Are You Filling It and With What
  • 5. The Changing Nature of the Customer Journey… 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content SEARCH CHECK BLOGS STIMULUS PURCHASE The average U.S. shopper READ REVIEWS NETWORK 57% of people 10.4 consults sources prior to purchase Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google talk more online than they do in ―real life‖ SHARE VIDEOS
  • 6. Digital Consumer Trend 2.0B internet Users 4.1B mobile Users 2.1B searches daily 1.9B social network users 35h video uploaded each minute Source: • eMarketer.com • Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+ • NetPop Research Auto Consumer Trend 90% car buyers are online 75% start research online Auto videos positively impact 79% buyers 32% mobile users say video sites help drive their decision 46% buyers worldwide likely to make an auto purchase based on social sites
  • 7. Are You the 1.3 or Zero? It is critical to note that the first dealership showroom that customers visit will tend to make the sale. According to the 2011 JD Power Automotive Internet Roundtable Study, the average car buyer will visit 1.3 dealerships before making a purchasing decision. This important number has decreased from past years. As recent as 2005, customers would visit approximately 4.1 dealerships before purchasing a car. Due to these changing statistics, it has never more vital for dealerships to get customers into their showrooms, before a competitor achieves this goal and ends up making a sale.
  • 8. The Amazon Effect
  • 9. All within 10 miles
  • 10. 2014 Jeep Cherokee: All within 20 miles
  • 11. How Do You Stay On List? • • • • • • What Can I DO to Stand Out? Reviews Videos Social Media Blogs NOT PRICE
  • 12. Canadian Dealer
  • 13. US Dealer
  • 14. Yearbook Company
  • 15. Are Reviews Important
  • 16. YP Search: Q1 2013
  • 17. Common Obstacles “I Can’t Get My Staff to Ask” “My Competition is Gaming the System” “No one Reads Reviews”
  • 18. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  • 19. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  • 20. 85% Do Read Reviews Thanks to Brightlocal.com Local Consumer Review Survey 2013
  • 21. Thanks to Brightlocal.com Local Consumer Review Survey 2013
  • 22. How Do We Do It
  • 23. Asking for Review • Ask Everyone • Ask while Paperwork is being done or downtime • Ask when exchanging payment but mean it!!! • Ask for personal review, not for dealership • Explain to them your process
  • 24. Asking Everywhere
  • 25. Landing Page
  • 26. Responding to Reviews • Keep it Short • Respond to all Negative • Respond to 2/3 of positive • Give your name, title and direct phone # • No email in response unless # is there as well
  • 27. What To Do Online • Banners: – – – – Charitable Events Awards Testimonials Mission Statement • Videos: – – – – Testimonials Why Buy Here/ Service Here Staff interviews Events/Charities
  • 28. Banners
  • 29. Customer Testimonial Video
  • 30. Video
  • 31. Customer Testimonials OnSite
  • 32. Testimonial on a Targeted Page
  • 33. Walk Around Video
  • 34. Helpful Video
  • 35. Why Buy From Us
  • 36. Multiplication • Video Testimonial – Video on website – Push out of Social Media – Create a Blog Post – Use in Email Newsletter – Create a customer testimonial You Tube Channel
  • 37. Facebook
  • 38. Pinterest
  • 39. Cross Marketing
  • 40. Marketing of Staff
  • 41. Marketing of Staff
  • 42. Look Outside Your Industry
  • 43. On Site Branding “Tell Me How I Am Doing”
  • 44. Community Involvement
  • 45. Let Them See You Care
  • 46. Where Can You Thank Them
  • 47. Listen
  • 48. Wall Of Fame
  • 49. Look Around for Ideas
  • 50. Sales People Front and Center
  • 51. Pool of Influence: Are You Filling It and With What
  • 52. Summary • • • • • • Reputation Marketing is Proactive Decide Who You Are Leverage is at all Stages of Customer Journey Multiply Your Efforts across Internet Make Sure On Site Matches Online Keep It Up To Date
  • 53. Homework • What is your dealership doing for reputation? • Describe your process for reviews? • Describe how you are using video to enhance your reputation? • What areas could your dealership improve on? • Describe how a company you have dealt with outside of automotive actively manages their online reputation.
  • 54. PCG Digital Marketing
  • 55. • Join online communities that allow you to engage with your peers and get help for free: – www.internetsalesmanager.org – www.dealerrefresh.com – www.drivingsales.com – www.dealerelite.net • Need Assistance, Just Call! – Office: 732.450.8200 – Email: glenn@pcgmailer.com – www.pcgdigitalmarketing.com PCG Digital Marketing
  • 56. Thanks PCG Digital Marketing