Superfast Business - Managing Your Digital Reputation


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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

t: 0845 603 8593

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  • Local newspapers
  • How do your customers research you
  • 192.ComFind my
  • Mud sticks
  • Twitter… it can be broken in seconds
  • Search Engine Results page
  • What’s there?Any confusion with people of the same name?Any personal/professional crossover (winning a fishing competition, planning notice?)Any bad news stories?Any bad reviews?
  • What about photos?Check Google images….
  • Keep a spreadhseetSocial media policy
  • Same point = social media search tone
  • ListeningBroadcastContentCommunity you can set up searches keyword and your business nameListen to competitorsGoogle AlertsCreate opportunitiesRiver Cottage
  • Want everyone to know that what I am saying is about this particular conversation/subjectJourno reqquest – Helen Kindred rose – Country living
  • MonitorEnsure FacebookTwitterTrip Advisor etc have monitoring switched on… ‘inform me when someone mentions me’ or tags me
  • This shows people on the whole are positive
  • What to do if you are victim to a
  • What’s horrid is the amount of anger behind a critical review
  • Thresher SharkGreendale
  • How about if we applied use of digital/social media skills to the Lively Leadership model – what reflections do we have of the behaviours – on Twitter, Facebook, Blogs, websites?Lazy Leaders – let others do the digital developments, usually stick with the tools they are most comfortable with – avoid social media?Lordly Leaders – like blogging because they can present their views and ego-centric thoughts – not so keen if people respond or worse-still challenge their opinions!Lovely Leaders – will be drawn to Facebook – they love having more-and-more ‘Friends’ and the social nature of interactionsLively Leaders – very active on Twitter? – but use all social media tools to their best advantage – they like engagement, thought leadership, developing online collaborationSideliner reading, but not interacting, lurking, RTingJoiner prolific interaction – everything & anythingLeader commentators, thinkers, provocateurs
  • AND look to build a community to help you for when and if this happens – Credits in the bank of good will
  • Serious Fire – 7th February 2012Badly affected HQ buildings71,000 followers on Twitter
  • Rivercottage
  • First news breaking on Twitter Social Media lead : Murry : in South East working
  • Blog updates
  • Date for the start of courses 24th Feb – 2 weeks later.
  • Superfast Business - Managing Your Digital Reputation

    1. 1. Managing your Digital Reputation Matt Young @cosmic_matty Serco Internal
    2. 2. What is superfast business? • Superfast Business is a European Funded programme of fully funded business support for SMEs • Delivered by Peninsula Enterprise, working with the Local Authorities broadband rollout project Serco Internal
    3. 3. Superfast Business Support • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:        Competitive advantage through take-up and exploitation of SFBB Increased productivity Improve access to new markets and business opportunities Increase competitive advantage for businesses in rural locations More flexible and environmentally friendly working practices Increased opportunity for innovation Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service Serco Internal
    4. 4. Support Available – 12 hours of support
    5. 5. Next Steps 1. Register on our website (which incorporates the Knowledge Hub). to unlock access to a range of resources and materials 2. Check your eligibility 3. Let us know what areas of ICT and technology you might be interested in Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Serco Internal
    6. 6. NwKQQ
    7. 7. Stay up to date • • twitter @superfastbiz • Facebook • join our LinkedIn group 'Superfast Business SW' • • 0845 603 8593 Serco Internal
    8. 8. Managing your Digital Reputation Serco Internal
    9. 9. 1. Monitor your reputation 2. Respond – what to do when it goes wrong.. 3. Be in control of your reputation Serco Internal
    10. 10. Places to review Serco Internal
    11. 11. • Use listening tools for sales opportunities and reputation management • Broadcast, but link back to your website & measure your success • Create a ‗content first‘ strategy. Create content and use many times • Look at video as an engagement tool Serco Internal
    12. 12. How do consumers research?? • Meet up with a new client/consultant? – Google them • Booking a holiday/hotel/campsite? – Look for reviews • Buying a new car? – Research it first – what car? • Getting a builder? – Check them out online • Dating someone new? – Check out on Serco Internal
    13. 13. Who cares about Your Online Reputation? • Consumers • Business partners • Stock holders • Marketers • Journalists • Prospective employers/employees • Co-workers • Personal contacts Serco Internal
    14. 14. 123people • screenshot Serco Internal
    15. 15. What is digital reputation? • What appears when you type in a keyword search…. – First Name Surname (if unique) – First name Surname, Location – First name, surname, Business – Business name • Reputation = – First page of Google results + Reviews + real time social media Serco Internal
    16. 16. Serco Internal
    17. 17. Google pulls reviews from all sorts of sites, and posts them under your listing Serco Internal
    18. 18. Make Managing Your Digital Reputation A Priority!! Serco Internal
    19. 19. Monitor Serco Internal
    20. 20. Old style. I‘m in control New style, Anyone can say anything, at any time…. Serco Internal
    21. 21. ‗Your digital reputation can be made or lost in a few minutes – with only 140 characters. Just as powerful, positive stories of good customer service can quickly build a positive digital reputation.‘ ‘you want to know what is being said about you after you leave the party’ Serco Internal
    22. 22. Your SERP ‘real estate’ • What‘s there for you? • Any confusion with people of the same name? • Any personal/professional crossover (winning a fishing competition, planning notice?) • Any bad news stories? • Any bad reviews? Serco Internal
    23. 23. Serco Internal
    24. 24. Serco Internal
    25. 25. – – – – – – – – First name Surname (if unique) First name Surname, Location First name, Surname, Business Business name Business name, location Directors names Revenue generating staff Anything else? Your competitors? Create a spreadsheet Serco Internal
    26. 26. Serco Internal
    27. 27. Serco Internal
    28. 28. Set up email alerts Serco Internal
    29. 29. Use social media for sales • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan Serco Internal
    30. 30. Hashtag ideas Sector specific Campaign specific • #windpower • #greenenergy • #climatechange Media specific Geographic specific • #journorequest • #brixham • #prrequest • #devon • #southdevon • #devonhour Serco Internal
    31. 31. Serco Internal
    32. 32. • Google Maps • • • • Complete profile Remove any old profiles Include 5 categories Include reviews Serco Internal
    33. 33. • How do we automate monitoring? Serco Internal
    34. 34. • Monitor – Your name – Your brand – Your Directors – Set up queries – Once a week – Look at Google Alerts Serco Internal
    35. 35. Serco Internal
    36. 36. TweetDeck/Hootsuite Set up Searches ….. Visiting [brand] [brand or product or people] recommendations [City] hotel recommendations Need product[City] Competitors Serco Internal
    37. 37. Sign up to receive an email notification every time a new review is published for your property. ‗Manage your email notifications‘ Serco Internal
    38. 38. Respond Serco Internal
    39. 39. Why do customers leave??? Serco Internal
    40. 40. Serco Internal
    41. 41. Serco Internal
    42. 42. Choice between two properties? What % of people (interviewed) will choose the one with reviews? 68% Serco Internal
    43. 43. Trip Advisor: what‘s the average rating given by reviewers? 3.9 Serco Internal
    44. 44. % of users Cancelled because they have found better reviews? 54% “2010 Q4 Forrester/TripAdvisor Custom Online Survey Serco Internal
    45. 45. Serco Internal
    46. 46. • Problems – Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with. • Criticism – Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive. • Attack – While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. Essentially, you or your company did something wrong, and someone is angry. Usually TWO or more things have happened to them • Trolling – The difference between trolling and an attack are that trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service (whether true or not) to promote a competing service. Serco Internal
    47. 47. Serco Internal
    48. 48. The AIR of dealing with complaints • Acknowledge – Thank them, and explain that you will investigate, give them a time frame if needed • Investigate – Investigate the issues, keep to the main issues not the subplots. • Respond offline and online – Respond to the issues and describe what you have done to change things so it will NEVER happen again Serco Internal
    49. 49. • Write it all up in Word first • Keep your tone even and professional • Respect their right to complain • Don‘t attack the person • Only respond to the issues – not the sub-plots • For Trip Advisor – needs to go in one response only • Can‘t ask more questions (on TA) Serco Internal
    50. 50. Serco Internal
    51. 51. Serco Internal
    52. 52. Why does it work? • Samovar addressed specific issues raised by the reviewer – and let her know that they are already working on these issues to remedy and improve the customer experience. • The terrific response is also capped off by an open invitation for the reviewer to reach out to the business owner / manager directly, with the encouragement to sound out more questions and comments. Serco Internal
    53. 53. You probably should not respond if… • You are angry • You want to point out your opponent’s flaws • Your critic is nasty Serco Internal
    54. 54. Respond to criticism You should respond if… •There was a misunderstanding or error •You owe an apology Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place. •You can help someone else Defend others – it’s like money in the bank Serco Internal
    55. 55. • Write it all up online, keep your tone even and professional • Respect their right to complain • Don‘t attack the person • Only respond to the issue – not the sub-plots • Ask questions if you need to Serco Internal
    56. 56. If you don‘t want criticism……..don‘t court criticism Serco Internal
    57. 57. Think before you post!!! Serco Internal
    58. 58. Try something different… Use Video Serco Internal
    59. 59. Serco Internal
    60. 60. Serco Internal
    61. 61. • Taco Bell - a rumor spread online questioning whether the fast food chain used real beef in its products. ―You don‘t want people to even be questioning if you‘re using beef in your tacos.‖ • Taco Bell president immediately went to YouTube with his response. • They also contacted their over 7 million fans on Facebook and ~150k Twitter followers. • As Dorie said, they already had an army of people who were favorably inclined toward Taco Bell. ―They were able to quickly reach them and dispel rumors.‖ Serco Internal
    62. 62. Don’t forget to respond to praise too Serco Internal
    63. 63. Be (nearly) in control Serco Internal
    64. 64. Improve your social media influence Serco Internal
    65. 65. • Remember Social Media Profiles rank highly Set up and fully populate (in your name and business name) • LinkedIn profile (and business) • Twitter profile – Bio is really important • Facebook Page – any old pages? Delete or claim • Tag yourself in Flickr photos Serco Internal
    66. 66. • Create more content – Include more web pages about you – Upload more photos, title your name – Include history of the business – More information about you – Press releases with your name in it (in text format) • Get listed in directories Serco Internal
    67. 67. • Create Blog Posts – in your name and domain name • Be active in forums – Trip Advisor destination forum – Other forums, Net Mums • Start to build online relationships with your customers, create a community – Creating a goodwill bank account Serco Internal
    68. 68. Enhance Reputation the Digital Thought Leader Serco Internal
    69. 69. Start to dominate your real estate Serco Internal
    70. 70. Creating communities Keeping customers through community building: River Cottage have created a community that has 36,000 subscribers actively engaged… Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't. Source: A Big Payoff from Online Company Communities Serco Internal
    71. 71. • Encourage good reviews – Reminder cards, postcards, flyers, and emails, and review collection widgets (on TA resources) • Make a list of review sites for your business • • • • • Serco Internal
    72. 72. Crisis Management Serco Internal
    73. 73. Serco Internal
    74. 74. Social Media use during and after crisis – how can it help, how can it assist recovery of a business Serco Internal
    75. 75. River Cottage Crisis – Phone lines on-site were down – no communication • Immediate Tweets to share info (and reassure) • Twitter became the communication channel on which to develop key messages, share updates and inform audiences • Commitment to regular updates – follow-up Serco Internal
    76. 76. Immediate decisions on priorities 1. Safety – staff and visitors on-site 2. Support for short-term/guests arriving that morning 3. Protecting long term bookings and business Serco Internal
    77. 77. Serco Internal
    78. 78. Serco Internal
    79. 79. Serco Internal
    80. 80. e positive’ Serco Internal
    81. 81. Serco Internal
    82. 82. Handling the media • Gathered interest from press and TV -local, regional, national • Press became reliant on social media channels for updates • News content driven by River Cottage staff and spokes-people • River Cottage remained in control of the story and used materials from social media Serco Internal
    83. 83. Serco Internal
    84. 84. River Cottage Crisis • Key Social Media use – Twitter • Short, sharp messages and updates • Sharing photos and messages of support – Blog • Narrative and explanation • Information about bookings, what to expect Serco Internal
    85. 85. Serco Internal
    86. 86. Business as usual – 2 weeks Serco Internal
    87. 87. Serco Internal
    88. 88. Serco Internal
    89. 89. Serco Internal
    90. 90. What happened? - Follower numbers increased – Interest and business support grew as a result – Guest feedback on the new experience was highly positive and supportive – Reduced impact on business, speeded recovery – Maintained reputation Serco Internal
    91. 91. Serco Internal
    92. 92. 1. Monitor – Set up Alerts – Monitor Social Media channels 2. Respond – Respond to positive (some) and negative (all) – When crisis strikes - use AiR 3. Be in control – – – Audit Social Media – and use it to build up goodwill Develop more content on website, blog, PR Add to review and forum sites Serco Internal
    93. 93. Matt Young Cosmic Ethical IT @cosmic_matty Serco Internal
    94. 94. Serco Internal
    95. 95. Not all bad reviews are equal Serco Internal
    96. 96. Good Trip Advisor response Serco Internal
    97. 97. • Corinthia Hotels monitoring mentions of our hotel names, but also using saved social searches to monitor relevant conversations and identify ways and opportunities we can help. Serco Internal
    98. 98. • 60% of respondents said that an aggressive Management Response to a bad review made the hotel look worse in their eyes. • Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place. Serco Internal
    99. 99. ‘In all the reviews I read ... this is the ONLY hotel whose management took the time to respond to customer reviews on TripAdvisor, whether positive or negative. My impression is that this hotel is truly interested in hearing about customer issues and very concerned about improvements to its service and facility’ A TripAdvisor Member Serco Internal
    100. 100. • How to respond to … – TripAdvisor (same for all review sites) – Twitter – Facebook – YouTube Serco Internal
    101. 101. • Review posting ability • Ensure you have tight rules • Respond publicly but move things to private response (email) as soon as possible. • Give them an email address or telephone number that you can answer • If appropriate follow up the response to the complaint on Facebook after Serco Internal
    102. 102. Serco Internal
    103. 103. Serco Internal
    104. 104. • Complaining about a brand on Twitter is relatively easy (No sign in or verification & anonymous) • Twitter‘s limited character count makes meaningful conversation difficult • ―This @business is terrible!‖ • ―Never buy from @business they treat customers really bad‖ Serco Internal
    105. 105. 1. Address the tweet in one (or two) tweets 2. Try to take the conversation off the Twitter platform so you can have a meaningful discussion 1. 2. Ask them to follow you so you can DM (Direct Message) Or specify an email address or phone number you can share publicly on Twitter 3. If the complaints don‘t stop and you suspect the comments may be from a fake account set up just to harass you online, report the user to Twitter. Serco Internal
    106. 106. 15 minutes later….. Serco Internal
    107. 107. • Hashtags # - don‘t create a hashtag of your own to respond to individual complaints. • But, if users generate a hashtag around an issue, include that hashtag in your replies can help spread your response to interested and watching parties. • #BTcrap @yourbusiness #fail – Check it out • Keep your calm and be professional. Serco Internal
    108. 108. Serco Internal
    109. 109. ‗Manage your listing‘ in the top-right corner of any page and follow these steps: – Click on the ‗Manage your reviews‘ tab. – Select ‗Respond to a review.‘ – Choose the review you would like to respond to by clicking on the radio button – Respond – Click submit. Serco Internal