Marine Retail University, Boston, Jan. 14, 2015.
If you're not managing your online reputation, you have no idea what people are saying about your company. Learn how to use social media, directory listings and more to guide the conversations people are having about your business.
The 10 Most Influential CMO's Leading the Way of Success, 2024 (Final file) (...
The Good, the Bad, and the Ugly: Online Reputation Management
1. The GOOD,
the BAD,
and the UGLY
Online Reputation
Management
Lauren de Vlaming
Dominion Marine Media
2. Hi, there.
Lauren de Vlaming
Social Media Manager
Dominion Marine Media
• Proud Alabama alumna
• Labrador retriever owner
• Manage 24 social media
properties for four brands
• Proven success driving
traffic to websites
• Armed with enough SEO
know-how to be dangerous
3. Building
Soliciting reviews
Monitoring
Guiding/Responding
Ethical considerations
The basics
13. Where do you manage your
reputation online?
Yelp
Google Business
Yellow Pages
Boater Rated
Bing
Social media
Other
None
Management
14. Q: What is parasite hosting?
A: Parasite hosting refers to websites with
high trust and authority that allow the self-
publishing of content. The benefit lies in the
ability to leverage the host domain's authority
and trust to get your content ranked.
Parasite hosting
18. Allows
you
to
curate
your
own
communi3es
of
influence.
Gives
customers
a
chance
to
build
long-‐term
rela3onships
with
you.
Gives
customers
an
easy
way
to
voice
feedback
and
allows
you
to
respond
to
any
feedback
that
arises
in
those
communi3es.
Can
give
you
more
influence
over
what
shows
up
in
search
Social media
19. Google is starting to use social media to help vet authority
and relevance when it comes to brands and businesses.
That means your social platforms can give you authoritative
clout and can cause you to rank higher in search results.
Social media
28. Email signatures
During the contract-signing process
Service appointments
Follow-up calls or emails
Dealership or marina events
Trade-in
Newsletters
When you review other businesses
How to ask
29.
30. Actively manage your own account (It can boost your result in
search!)
Don’t repurpose your reviews on other sites.
Don’t include URLs or phone numbers in the reviews.
Emphasize honesty.
Request reviews individually rather than in large groups.
Tell your customers that any length is acceptable.
Request that customers not re-post their reviews on other sites.
Don’t focus solely on Google+ Local.
Avoid getting filtered
31. Customers with iPhones must navigate to your
listing via the Google Maps app to write a review.
Do you have a review that’s missing?
• Is the listing claimed in multiple accounts?
• Move it (if you’ve moved recently or changed your
company name)
• Report it: https://support.google.com/business
Chill out.
Troubleshooting
35. Free:
• Social media platforms/Review sites
• Google alerts/Me on the web/Yahoo alerts
• TweetBeep/Twitter search
For business:
• Trackur/KnowEm.com
• DMM Social Solutions
• Nuvi
Tools for monitoring
41. @_asherleen: What are your views on Sealine going
bust?
@boatsdotcom: We are worried for the employees
whose jobs are hanging in the balance.
@_asherleen: my dads just lost his job, they had no
intention in saving the company. They knew what
was going on.
The good
42. @boatsdotcom: ♥ ♥ Sending you and your dad our
love. ♥ ♥
@_asherleen: You must be a female to send a nice
reply. Thank you. ♥ ♥
The good
48. Know your stuff.
Be nice…
…but don’t get too personal.
Be brief.
Customize your responses.
Thank your reviewers.
Stop selling. Start conversing.
Err on the side of caution.
Best practices
49. Cut them off at the pass
Identify and engage dissenters
Respond quickly
Have someone else do a gut check for you
Diffuse the bomb
Treat the customer as “innocent until proven guilty”
Report it if it’s inappropriate
Responding
53. Disclosure. Be up front about who you are, even
on others’ websites or blogs.
Don’t review yourself.
Don’t offer incentives for reviews.
Don’t buy reviews
Don’t censor. Allow people to voice their concerns.
Ethics
55. Disclosure. Be up front about who you are, even on
others’ websites or blogs.
Don’t review yourself.
Don’t offer incentives for reviews.
Don’t buy reviews.
Censorship. Allow people to voice their concerns.
Honesty. At all costs.
Ethics
56. “If there is
anything more
annoying in the
world than having
people talk about
you, it is certainly
having no one talk
about you.”
― Oscar Wilde