www.losangeleswebstrategies.com
What is online reputation management?
ORM is …
The process of proactively using
tools, processes, and systems to be aware ...
What are the stakes?
Short answer:
Everyone is online, and everyone has an opinion!
www.losangeleswebstrategies.com
Look who’s talking (about you)
• Customers
• Prospects
• Competitors
• Disgruntled employees
• Ex spouses
• Former busines...
Reviews now at the center of search
www.losangeleswebstrategies.com
Reviews now at the center of search
www.losangeleswebstrategies.com
Reviews now at the center of search
What are the stakes?
Today, an unhappy customer
will tell thousands of their
“closest strangers” on the
Internet.
What are the stakes?
www.losangeleswebstrategies.com
What are the stakes?
74% of U.S. consumers choose to do
business based on online feedback
Source: Society for Communicatio...
What are the stakes?
59% of U.S. consumers use social sites
to vent about customer care frustrations
Source: Society for C...
What are the stakes?
72% of U.S. consumers research
companies through social channels
before making purchases
Source: Soci...
12 Surefire Ways to
Protect Your Reputation
(While Promoting Your Business)
Effective ORM should:
• Be proactive and reactive
– Ideally 90% proactive
• Combine marketing, SEO, public
relations, bran...
Five core principals of ORM
1. Listen to what your customers are saying
2. Contribute to the conversation
3. Delight custo...
LISTEN
To what your customers are saying.
1. Set up Google Alerts
Get email updates on the
latest relevant Google
results on your
name, company or
industry keywords...
2. Monitor social media sites, blogs and
forums
Tools of the trade:
– Google Reader
– TweetDeck
– Hoot Suite
– Social Ment...
CONTRIBUTE
To the conversation in a meaningful way.
www.losangeleswebstrategies.com
Why do you need to contribute?
• You can’t control what people say about your
company BUT …
• You can make sure you’re add...
3. Set up profiles in all of your key
directories and networks
• Google+ Local
*important*
• Yelp
• Trip Advisor
• LinkedI...
4. Start blogging!
• Add social media
sharing buttons
• Post on subjects that
will help your clients
and prospects
• Use p...
5. Make educational videos and post
them to YouTube
Any given video stands
about a 50x better chance of
appearing on the f...
DELIGHT
Your customers and be easy to work with.
www.losangeleswebstrategies.com
Jeff Bezos, CEO of Amazon:
“If you do build a great
experience, customers tell each
other about that. Word of mouth is
ver...
6. Promote remarkable customer service
• Create a service culture
• Happy employees = happy customers
• Establish metrics ...
7. Start using the Net Promoter Score
• Monitor customer
satisfaction
• Identify ratio of
detractors to promoters
Promoter...
8. Say thank you
• Edible Arrangements
• Postagram
(cool iOS app!)
• Handwritten notes …
$0.45 = customer for life
(OFF TH...
COLLECT
Customer feedback, referrals & testimonials
9. Use free or paid survey tools to collect
client feedback
• Survey Gizmo
• Survey Monkey
www.losangeleswebstrategies.com
10. Set up channels for receiving
voluntary feedback
Use these places (and others) to collect unsolicited
feedback:
• Emai...
PLAN
Processes > improvisation
www.losangeleswebstrategies.com
11. Develop a process for responding to
negative buzz (before you need it)
• Listen
• Decide whether to
engage
• Apologize...
12. Build a referral system
• Collecting referrals
should be an ACTIVE
and METHODICAL
process
• Consider creating a
referr...
Questions?
Shoot.
Big takeaway?
You can’t control what people say about your company.
But you CAN exercise some control over the larger
conv...
What can we do?
Reputations take years to build. But they can
be damaged in minutes ...
We offer highly specialized ORM se...
We’d love to help.
Just get in touch!
www.losangeleswebstrategies.com
We’d love to help.
• Just get in touch!
www.losangeleswebstrategies.com
(213) 607-9100
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12 Surefire Ways to Protect Your Reputation

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12 Surefire Ways to Protect Your Reputation While Promoting Your Business

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  • The key takeaway here: “The old marketing adage is that a satisfied customer will tell 5-7 of their friends about their experience, whereas the dissatisfied customer will tell 15-20. Today, an unhappy customer will tell “a million of their closest strangers on the internet.”
  • The key takeaway here: “The old marketing adage is that a satisfied customer will tell 5-7 of their friends about their experience, whereas the dissatisfied customer will tell 15-20. Today, an unhappy customer will tell “a million of their closest strangers on the internet.”
  • 12 Surefire Ways to Protect Your Reputation

    1. 1. www.losangeleswebstrategies.com
    2. 2. What is online reputation management? ORM is … The process of proactively using tools, processes, and systems to be aware of and influence the conversation that is taking place about you and your business online
    3. 3. What are the stakes? Short answer: Everyone is online, and everyone has an opinion! www.losangeleswebstrategies.com
    4. 4. Look who’s talking (about you) • Customers • Prospects • Competitors • Disgruntled employees • Ex spouses • Former business partners, investors • Trolls (the permanently aggrieved)
    5. 5. Reviews now at the center of search www.losangeleswebstrategies.com
    6. 6. Reviews now at the center of search www.losangeleswebstrategies.com
    7. 7. Reviews now at the center of search
    8. 8. What are the stakes? Today, an unhappy customer will tell thousands of their “closest strangers” on the Internet.
    9. 9. What are the stakes? www.losangeleswebstrategies.com
    10. 10. What are the stakes? 74% of U.S. consumers choose to do business based on online feedback Source: Society for Communications Research www.losangeleswebstrategies.com
    11. 11. What are the stakes? 59% of U.S. consumers use social sites to vent about customer care frustrations Source: Society for Communications Research www.losangeleswebstrategies.com
    12. 12. What are the stakes? 72% of U.S. consumers research companies through social channels before making purchases Source: Society for Communications Research
    13. 13. 12 Surefire Ways to Protect Your Reputation (While Promoting Your Business)
    14. 14. Effective ORM should: • Be proactive and reactive – Ideally 90% proactive • Combine marketing, SEO, public relations, branding, sales, and customer service • Cut across ALL core business functions
    15. 15. Five core principals of ORM 1. Listen to what your customers are saying 2. Contribute to the conversation 3. Delight customers by exceeding expectations 4. Collect feedback, referrals, & testimonials 5. Plan how you will respond before you need to www.losangeleswebstrategies.com
    16. 16. LISTEN To what your customers are saying.
    17. 17. 1. Set up Google Alerts Get email updates on the latest relevant Google results on your name, company or industry keywords www.losangeleswebstrategies.com
    18. 18. 2. Monitor social media sites, blogs and forums Tools of the trade: – Google Reader – TweetDeck – Hoot Suite – Social Mention
    19. 19. CONTRIBUTE To the conversation in a meaningful way. www.losangeleswebstrategies.com
    20. 20. Why do you need to contribute? • You can’t control what people say about your company BUT … • You can make sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor! • THIS IS IMPORTANT! www.losangeleswebstrategies.com
    21. 21. 3. Set up profiles in all of your key directories and networks • Google+ Local *important* • Yelp • Trip Advisor • LinkedIn • Facebook • Twitter
    22. 22. 4. Start blogging! • Add social media sharing buttons • Post on subjects that will help your clients and prospects • Use posts to populate a monthly newsletter Business blogging leads to 55% more website visitors Source: Hubspot www.losangeleswebstrategies.com
    23. 23. 5. Make educational videos and post them to YouTube Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index. Source: Forrester
    24. 24. DELIGHT Your customers and be easy to work with. www.losangeleswebstrategies.com
    25. 25. Jeff Bezos, CEO of Amazon: “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” www.losangeleswebstrategies.com
    26. 26. 6. Promote remarkable customer service • Create a service culture • Happy employees = happy customers • Establish metrics (and rewards) that promote a good customer experience • Encourage all employees to collect testimonials • Share client praise with your team
    27. 27. 7. Start using the Net Promoter Score • Monitor customer satisfaction • Identify ratio of detractors to promoters Promoters Detractors NPS www.losangeleswebstrategies.com
    28. 28. 8. Say thank you • Edible Arrangements • Postagram (cool iOS app!) • Handwritten notes … $0.45 = customer for life (OFF THE CHARTS ROI) www.losangeleswebstrategies.com
    29. 29. COLLECT Customer feedback, referrals & testimonials
    30. 30. 9. Use free or paid survey tools to collect client feedback • Survey Gizmo • Survey Monkey www.losangeleswebstrategies.com
    31. 31. 10. Set up channels for receiving voluntary feedback Use these places (and others) to collect unsolicited feedback: • Email signature • Web forms • Invoices / receipts • Newsletters
    32. 32. PLAN Processes > improvisation www.losangeleswebstrategies.com
    33. 33. 11. Develop a process for responding to negative buzz (before you need it) • Listen • Decide whether to engage • Apologize • Affirm • Take it offline • Move on • Reflect • Act
    34. 34. 12. Build a referral system • Collecting referrals should be an ACTIVE and METHODICAL process • Consider creating a referral reward system www.losangeleswebstrategies.com
    35. 35. Questions? Shoot.
    36. 36. Big takeaway? You can’t control what people say about your company. But you CAN exercise some control over the larger conversational context that they say it in. Proactive ORM is all about making sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor. www.losangeleswebstrategies.com
    37. 37. What can we do? Reputations take years to build. But they can be damaged in minutes ... We offer highly specialized ORM services to help you protect and grow the business you’ve worked so hard to build.
    38. 38. We’d love to help. Just get in touch! www.losangeleswebstrategies.com
    39. 39. We’d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100
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