7 Tips to a Healthier Online Reputation --
Getting started with a reputation management strategy
Eliana Raggio,
Marketing ...
Eliana Raggio
Marketing Executive
TK Carsites, Inc.
eliana@tkcarsites.com
714.937.1239 ext. 307
PRESENTER
Copyright © 2010...
TK CARSITES – COMPANY PROFILE
TK Carsites is an international automotive website
provider and internet marketing firm loca...
Webinar Objectives
Topics that will be covered today
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com...
Why bother with
online reputation management?
…from JD Power
Copyright © 2010 TK Carsites. All rights reserved. www.tkcars...
Why bother with
online reputation management?
…from JD Power
Copyright © 2010 TK Carsites. All rights reserved. www.tkcars...
Still more evidence
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
•74% of consumers choose Compan...
Still more evidence
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
You only get one chance
to make...
Start at the Beginning
Step 1
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
• Are you listed in t...
Set up your Google Alerts & Accounts
Step 2
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
B. http...
Read ALL the Reviews….and Respond!
Step 3
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
A. This w...
Sample Response
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
“Dear Mr. Smith.
I understand that ...
Go on the Offensive
Step 4
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
A. Buy up URLs
B. Buy up...
One word………..VIDEO
Step 5
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
A. Build a video library
...
Get into the 21st Century with Social Media
Step 6
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
...
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
Get into the 21st Century with Social Media
Step 6
...
Out with the Bad…In with the Good!
Step 7
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
A. Encour...
Streamline your reputation management
Got 15 minutes?
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.co...
The Good, The Bad & The Ugly
First, “The Bad” & “The Ugly”
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsit...
Now, for “The Good”
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
The Good, The Bad & The Ugly
Ma...
Summary
…in a nutshell
Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
Why maintaining your online ...
CONTACT INFORMATION
www.tkcarsites.com
eraggio@tkcarsites.com
714.937.1239 ext. 307
22 Copyright © 2010 TK Carsites. All r...
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7 Tips to a Healthier Online Reputation -- Getting started with a reputation management strategy

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7 Tips to a Healthier Online Reputation --
Getting started with a reputation management strategy

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7 Tips to a Healthier Online Reputation -- Getting started with a reputation management strategy

  1. 1. 7 Tips to a Healthier Online Reputation -- Getting started with a reputation management strategy Eliana Raggio, Marketing Executive, April 7, 2010 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
  2. 2. Eliana Raggio Marketing Executive TK Carsites, Inc. eliana@tkcarsites.com 714.937.1239 ext. 307 PRESENTER Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.2
  3. 3. TK CARSITES – COMPANY PROFILE TK Carsites is an international automotive website provider and internet marketing firm located in Orange, California. We specialize in working with Car Dealers to improve their online presence, and ultimately their bottom line, through our aggressive social media strategies, exceptional high-conversion website designs, super- powered SEO techniques, and the most cutting-edge products in the industry. Our unparalleled reputation for excellence is further cemented by our ongoing customer training, comprehensive continuing consultation and superb customer service. 3 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
  4. 4. Webinar Objectives Topics that will be covered today Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. •The Importance of Reputation Management •Review the 7 Steps •The Good, The Bad & The Ugly •Questions •Streamline it to 15 minutes
  5. 5. Why bother with online reputation management? …from JD Power Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. •87% to 97% of Americans, before they ever step inside a dealership, go onto the internet to do research.
  6. 6. Why bother with online reputation management? …from JD Power Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. •The #1 thing that makes someone decide where to buy a car and how much they spend is the „dealership experience‟, but the #1 thing that brings clients to a dealership is the internet.
  7. 7. Still more evidence Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. •74% of consumers choose Companies / Brands based on others‟ customer care experiences shared online. The statistical data supports what many individuals and companies had to find out the hard way. For most people, the information they read online directly correlates with the opinions they form and often the purchases they make. Why bother with online reputation management?
  8. 8. Still more evidence Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. You only get one chance to make a first impression Why bother with online reputation management?
  9. 9. Start at the Beginning Step 1 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. • Are you listed in the vertical search? • Do you have any rip-off reports? • How many reviews do you have? • Ratio of good vs. bad? • On which sites are reviews being placed? • Outdated or dead links? A. Google your business B. Assess your current online reputation
  10. 10. Set up your Google Alerts & Accounts Step 2 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. B. http://www.google.com/alerts?hl=en C. Go to Google, click on “Business Solutions” (at the bottom) and then click on “Local Business Center” A. FREE stuff!
  11. 11. Read ALL the Reviews….and Respond! Step 3 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. A. This will likely be the hardest part of the job…but it will get easier. B. Remember to have EARS • Empathize with the customer • Apologize for the situation • Rectify the problem • Solidify the relationship
  12. 12. Sample Response Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. “Dear Mr. Smith. I understand that you had an unfortunate mishap during your recent visit to our dealership and that your car was returned from our service department an hour late with a scratch on the passenger door. I can understand why you are upset. I would be too if it had happened to me. On behalf of the entire staff at ABC Ford, I want to apologize for the problems you experienced as it is definitely not typical of the customer service for which we are known. In order to rectify the situation, I am prepared to have the scratch fixed at our body shop, offer you a complete car detail for free and give you a 50% discount toward your next service visit. Please ask for me directly and I will gladly take care of you personally to assure your satisfaction. We pride ourselves on providing world class customer service to our clients and I certainly hope you will give us the chance to rectify this situation. I look forward to hearing from you about this matter and thank you again for your continued patronage.”
  13. 13. Go on the Offensive Step 4 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. A. Buy up URLs B. Buy up MORE URLs C. Buy up even MORE URLs (different versions of your name) (keyword rich) (for protection)
  14. 14. One word………..VIDEO Step 5 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. A. Build a video library - Customer Testimonials - “How to” videos - Comparison videos - Department Introductions - Community Involvement B. Cross promote them
  15. 15. Get into the 21st Century with Social Media Step 6 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. - It‟s FREE! - It‟s more popular than you think - It‟s more influential than you suspect - It‟s important for your SEO http://www.youtube.com/user/automotiveSEO - It‟s ROI can‟t be beat
  16. 16. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Get into the 21st Century with Social Media Step 6 A. QUICK…Claim your name B. Update it daily C. Remember that it is a “Social” site. Be Social! D. Keep the pages looking clean and simple
  17. 17. Out with the Bad…In with the Good! Step 7 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. A. Encourage happy customers to write about you B. Suggest review websites to them C. Offer a small thank you for their participation -$10 gift card to Starbuck‟s -Free carwash -Discount off next service D. Thank them online whenever possible
  18. 18. Streamline your reputation management Got 15 minutes? Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. A. Synchronize all your social media pages B. Post at least one new item a day C. Review any incoming Google alerts D. Respond quickly to any negative reviews E. Thank/repost all positive reviews F. Post new videos G. Testimonial opportunities
  19. 19. The Good, The Bad & The Ugly First, “The Bad” & “The Ugly” Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Vincent Volkswagen FC Kerbeck - Google “Vincent VW” - Google “Rochester NY VW” - Google “FC Kerbeck”
  20. 20. Now, for “The Good” Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. The Good, The Bad & The Ugly Marlboro Nissan - Google “Scott Robinson Honda” Scott Robinson Honda - Google “Marlboro Nissan”
  21. 21. Summary …in a nutshell Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Why maintaining your online reputation is important Steps to begin a reputation management strategy Streamline the process to 15 minutes a day or 1-3 hours a week minimum Examples of Good vs Bad
  22. 22. CONTACT INFORMATION www.tkcarsites.com eraggio@tkcarsites.com 714.937.1239 ext. 307 22 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.
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