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Reputation Marketing: The Next
Step in Reputation Management
Never Let a Good Review Go To Waste
Let’s Connect Online

Glenn Pasch, CEO
PCG Digital Marketing
glenn@pcgmailer.com

Twitter:
@sidebysidecoach
LinkedIn:
www....
• What is Reputation
Management/ Marketing?
• Why is it Important?
• How to be proactive.
• How to Market it Online.
• How...
Pool of Influence:
Are You Filling It
and With What
The Changing Nature of the Customer Journey…

1 in 4

search results
for the World’s Top 20
largest brands are links
to us...
Digital Consumer Trend
2.0B internet Users
4.1B mobile Users
2.1B searches daily
1.9B social network users

35h video uplo...
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 Amazon Effect
All within 10 miles
2014 Jeep Cherokee: All within 20 miles
How Do You Stay On List?
•
•
•
•
•
•

What Can I DO to Stand Out?
Reviews
Videos
Social Media
Blogs
NOT PRICE
Canadian Dealer
US Dealer
Yearbook Company
Are Reviews Important
YP Search: Q1 2013
Common Obstacles
“I Can’t Get My Staff to Ask”
“My Competition is Gaming the System”
“No one Reads Reviews”
Thanks to Brightlocal.com Local Consumer Review Survey 2013
Thanks to Brightlocal.com Local Consumer Review Survey 2013
85% Do Read Reviews
Thanks to Brightlocal.com Local Consumer Review Survey 2013
Thanks to Brightlocal.com Local Consumer Review Survey 2013
How Do We Do It
Asking for Review
• Ask Everyone
• Ask while Paperwork is being
done or downtime
• Ask when exchanging payment
but mean it...
Asking Everywhere
Landing Page
Responding to Reviews
• Keep it Short
• Respond to all Negative
• Respond to 2/3 of
positive
• Give your name, title and
d...
What To Do Online
• Banners:
–
–
–
–

Charitable Events
Awards
Testimonials
Mission Statement

• Videos:
–
–
–
–

Testimon...
Banners
Customer Testimonial Video
Video
Customer Testimonials OnSite
Testimonial on a Targeted Page
Walk Around Video
Helpful Video
Why Buy From Us
Multiplication
• Video Testimonial
– Video on website
– Push out of Social Media
– Create a Blog Post
– Use in Email Newsl...
Facebook
Pinterest
Cross Marketing
Marketing of Staff
Marketing of Staff
Look Outside Your Industry
On Site Branding “Tell Me How I Am Doing”
Community Involvement
Let Them See You Care
Where Can You Thank Them
Listen
Wall Of Fame
Look Around for Ideas
Sales People Front and Center
Pool of Influence:
Are You Filling It
and With What
Summary
•
•
•
•
•
•

Reputation Marketing is Proactive
Decide Who You Are
Leverage is at all Stages of Customer Journey
Mu...
Homework
• What is your dealership doing for reputation?
• Describe your process for reviews?
• Describe how you are using...
PCG Digital Marketing
• Join online communities that allow you to engage with your
peers and get help for free:
– www.internetsalesmanager.org
–...
Thanks

PCG Digital Marketing
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
Reputation Marketing is the Next Step for Businesses to Embrace
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 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
  • Transcript of "Reputation Marketing is the Next Step for Businesses to Embrace"

    1. 1. Reputation Marketing: The Next Step in Reputation Management Never Let a Good Review Go To Waste
    2. 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. 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. 4. Pool of Influence: Are You Filling It and With What
    5. 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. 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. 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. 8. The Amazon Effect
    9. 9. All within 10 miles
    10. 10. 2014 Jeep Cherokee: All within 20 miles
    11. 11. How Do You Stay On List? • • • • • • What Can I DO to Stand Out? Reviews Videos Social Media Blogs NOT PRICE
    12. 12. Canadian Dealer
    13. 13. US Dealer
    14. 14. Yearbook Company
    15. 15. Are Reviews Important
    16. 16. YP Search: Q1 2013
    17. 17. Common Obstacles “I Can’t Get My Staff to Ask” “My Competition is Gaming the System” “No one Reads Reviews”
    18. 18. Thanks to Brightlocal.com Local Consumer Review Survey 2013
    19. 19. Thanks to Brightlocal.com Local Consumer Review Survey 2013
    20. 20. 85% Do Read Reviews Thanks to Brightlocal.com Local Consumer Review Survey 2013
    21. 21. Thanks to Brightlocal.com Local Consumer Review Survey 2013
    22. 22. How Do We Do It
    23. 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. 24. Asking Everywhere
    25. 25. Landing Page
    26. 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. 27. What To Do Online • Banners: – – – – Charitable Events Awards Testimonials Mission Statement • Videos: – – – – Testimonials Why Buy Here/ Service Here Staff interviews Events/Charities
    28. 28. Banners
    29. 29. Customer Testimonial Video
    30. 30. Video
    31. 31. Customer Testimonials OnSite
    32. 32. Testimonial on a Targeted Page
    33. 33. Walk Around Video
    34. 34. Helpful Video
    35. 35. Why Buy From Us
    36. 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. 37. Facebook
    38. 38. Pinterest
    39. 39. Cross Marketing
    40. 40. Marketing of Staff
    41. 41. Marketing of Staff
    42. 42. Look Outside Your Industry
    43. 43. On Site Branding “Tell Me How I Am Doing”
    44. 44. Community Involvement
    45. 45. Let Them See You Care
    46. 46. Where Can You Thank Them
    47. 47. Listen
    48. 48. Wall Of Fame
    49. 49. Look Around for Ideas
    50. 50. Sales People Front and Center
    51. 51. Pool of Influence: Are You Filling It and With What
    52. 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. 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. 54. PCG Digital Marketing
    55. 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. 56. Thanks PCG Digital Marketing
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