Where's the Love? Using Your Reputation to Create Positive Sentiment
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Where's the Love? Using Your Reputation to Create Positive Sentiment

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At this point, 'reputation management' is on the radars of most marketers. Digimind estimates that over four million companies will be using an online reputation management product, and $3.1......

At this point, 'reputation management' is on the radars of most marketers. Digimind estimates that over four million companies will be using an online reputation management product, and $3.1 billion dollars will be spent on reputation management this year. As society moves in the direction of word of mouse, more people have access to build and tarnish a brand's reputation in online forums, message boards, and rating and review sites.

This presentation will equip you to:

-Get an ROI in the form of positive sentiment by managing your reputation
-Respond to ratings, reviews and feedback of a positive, neutral and negative nature
-Use social platforms to do some of the work for you

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  • Hi everyone, I’m AnsleySudderth, Social media training and communications coordinator with For Rent Media Solutions. Thanks for joining me today. If any of you have sat in on an FRSocial Reputation Management demo with me, you’ll know that much of our product uses the science of sentiment analysis to help decipher if your brand is being perceived in a positive, neutral or negative light. We’re not going to necessarily talk about the Reputation Management product so much as we’re going to be talking about the application of Sentiment Analysis to love. Brand love to be exact. We’ve discussed brand love before but today, we’re going to look into how you can win your residents over using sentiment analysis. So before we get started, just one house keeping tip. On your GoTo Meeting panel, you can ask questions during our session. So if any questions come up, I’ll be sure to get to those toward the end. Let’s go ahead and get started with a quick outline of our session.
  • We’ll take a look of what your reputation may look like now, we will get into how one analyzes brand sentiment, I will share some insight on brand love languages, how you should speak to and approach your residents. Coinciding with our love theme, I’ll share ways you should court your consumers being your residents and we’ll wrap things up with some valuable links.
  • So this is a video that provides insight on the ‘why’ behind this whole reputation management idea. After video: It’s true, by influencing your online reputation, you have more control and are ahead of your competitors. When I think of a brand that neglects their reputation it’s like being the last one to show up to a party…
  • You may be realizing that his may be you or on the other hand you may be grateful that your brand is not in this position. Not actively monitoring your reputation is like being the last one invited to the party. By the time you arrive, it my be too late. This isn’t a scare tactic. It’s a reality.
  • Why don’t you want to be the last to arrive to the party? Because peopleare talking about your brand whether you’re cognizant of it or not. It’s better to be there early and be a part of the conversation rather than late to the party with a tarnished image.
  • So you’re like. What’s the big deal, we can’t control what people say. One disgruntled resident is ruining it for us. That may be the case for some of you but the power of positive reviews works wonders. The goal is to have more people talking about your brand in a positive light to flush out the negative. The idea is that no matter the tone, brand love grows when a brand is connected to its audience. Last month, we talked about how you can use visual social media to do just that. How dependent are we when it comes to sharing information? Well, digimind and review pro studies show that 90% of consumers online trust recommendations from people that they know1 and 80% of consumers have received advice through a social media outlet in regards to which service product or service to purchase. Mentally raise your hand if you make more sound purchase decisions after consulting your peer group, your friends and family. This is nothing new, from the dawn of time, society has had that communal nature that relies on one another’s opinions. The only thing that has changed in the last 10 years is the shift from word of mouth to…2Source: 1 digimind.com, 2 reviewpro.com,
  • …word of mouse. We may be still seeking reviews and opinions from our peers but we’re not picking up the phone and asking a handfull of people. We now have access to the web which opens up a door of reviews and ratings left by tens of thousands. Your reputation right now is based on word of mouse. It’s what your residents and prospects are saying about you online in forums like ratings and review sites like Yelp and industry specific sites like ApartmentRatings.com and the like.
  • We’re part of the age of instant gratification. You can find what you’re looking for right now. In this age of immediate communications, we’re seeing that you don’t own your brand’s image, your consumers do. That’s why it’s so important to scan the web for any type of conversation about your brand because that electronic footprint is there whether your acknowledge it or not. I mean take reputable brands like Burger King and Jeep for example. A few days
  • I mean take reputable brands like Burger King and Jeep for example. A few days ago, they were the wholesome brands we all loved and then first Burger King’s twitter account gets hacked. The hacker replaced the header and profile with none other than McDonalds’ branding. The next day, Jeep fell victim to allegedly, the same hacker where their branding was replaced with Cadillac’s! Thankfully, both brands regained control of their login credentials but this just goes to show that once we’ve been established online, we have to work hard to safeguard our brand as best we can and implementing a reputation management program is vital. A testament to both brands was that most people assumed the accounts had been hacked only because both Burger King and Jeep work very hard at keeping consistent messaging. The tweets were uncharacteristic and most knew they had been compromised. While we’re on the subject, now may be a good time to make sure you have a hold on who’s in possession of your log in credentials because as you can see, it’s real out there people!
  • Brands can’t maintain their image and messagingalone. They just can’t. No matter how good your intentions,they’re are just not enough. A brand doesn’t build it’s following overnight. You’re not gaining new residents out of thin air. There’s a major dependence on your brand ambassadors to help spread the message of how great your community is. Last month, we talked about crowdsourcing which involves getting a crowd of people to help you with a task that used to take one person. So essentially, it’s building your audience to help you promote your brand. This isn’t paying your residents to leave stellar posts on Yelp, this is asking them to leave an honest, unsolicited review or testimonial on Facebook, on twitter, on Yelp, even Instagram. So ask yourself, “I am the brand who’s late to the party?” or “Am I tapping into my resource of brand ambassadors?”
  • After all, building brand love isn’t about seeking out your residents and paying them to do something, it’s about providing awesome customer service and selling them a lifestyle opposed to a unit. Doesn’t that word just make you cringe?! It’s about becoming worthy of their positive review and 5 start ratings. So what, you’re not an A level property with a state of the art fitness center. Are you timely in answering your maintenance requests? Are you making sure you can improve someone's experience? The amenities are great but your customer service is what’s going to make or break your brand.
  • Enough of the loveydovey stuff, let’s talk about the science behind sentiment analysis shall we?
  • Sentiment analysis is using statistics or machine learning methods to extract, identify and characterize the sentiment content of text. For you non robots such as myself, that means that it’s the art of scanning a body of text like a resident review and finding words that indicate if someone if: For or against, likes or dislikes something. Deciphering if the object of review is good vs. bad, etc. Sentiment analysis is basedon subjective impressions, not facts. It gauges attitudes, emotions and opinions.Sentiment analysis helps brands like multifamily communities with…
  • Insights into flame detection meaning the ability to put out a potential online rant before it turns to full blown status. Sentiment analysis help us gauge consumer perception and of course is vital to reputation management. Ultimately, this allows you to collect reviews on a hyper-local to global scale.
  • Let’s face it, brands play the ‘They Love Me, They Love Me Not’ game all the time. Brandsgo through the same stresses of constantly having to gauge ways they can win and keep their audience’s affection. Sentiment analysis is the method of being able to decipher one’s attitude or opinion of your brand based on the context clues of their messaging so that we’re not shooting in the dark.
  • According to a recent study conducted by SatisFacts, the most powerful way to positively impact your audience is to reduce dissatisfaction. It all begins with managing the user experience. How are you managing your residents’ user experience? Are you creating an open dialogue. Are you asking questions? Are you engaging with them on your social networks? How do you know if they like you, if they’re indifferent or if they’re turned off? Your reputation relies on your audiences level of interest. You may say, you’re job is not to babysit them, it’s to provide a great place to live which is true. But knowing that 90% of us go to our peers to help us make purchase decisions, what are you doing to keep your name at the tip of your resident’s tongues and finger tips when their friend and your prospect is looking for a place to live? You’re not being asked to do a song and dance a the drop of a dime but certainly, engaging via your social channels and responding to reviews isn’t too much to ask when your reputation is a stake.
  • So this is the process a consumer goes through when establishing love for a brand or product. First, there’s a level of indifference. A consumer at this stage is unaware and unfamiliar but willing to stick with it because the product or servicemeets basic needs. For a property, this would mean there’sno residentinvestment to stay and renew another lease unless you take it upon yourself to change that resident’s perspective. Which brings us to the ‘Like it’ stage.This is when the product or service becomes more functional, the consumer enjoy using it, they can’t find anything to complain about and probably would endorse it if the product or service topic came up in passing. They’re certainly not going out of their way to promote it yet. Let’s say you’re providing great quality customer service which makes your resident love living at your community: In this case they are loyal, and more likely to rally more friends and family to use the product or service because of the user experience you’re providing. Consistency is the key. When you continue the cycle of customer service and aim to better your brand, you gain ‘lifers’. These are the residents who take on ownership of your brand and experience it as an animate part of their lives. These are the properties that are providing a lifestyle rather than a unit, gross. Your property has become the hub of information on what’s new in you area, what’s going on this weekend in the city. You’re active and present on Pinterest, Facebook and Twitter. Who knows, your Harlem Shake video may have just gone viral. We can dream right? But in all seriousness, what ever you’re doing, your residents emphatically know they can’t get this type of service and living experience elsewhere and they will let anyone and everyone know it. They are emotionally attached and are voluntary brand advocates. These residents will go to bat for you if they come across a review that’s not true. You know the Apple fans that are borderline offended if friends and family are still using PCs or aren’t on the iCloud? What’s Apple doing to make their consumers feel that level of brand ownership and exclusivity?
  • So where are you in all of this? Where are you on the Brand Love Curve? What are you going to do to get to where you want to be?
  • Rather than relying on a flower to determine your audience’s sentiment toward your brand, reputation management and sentiment analysis is a great way to pin point where on the web you’ve established a strong brand presence, where you’re present but not portrayed accurately and where you have the opportunity to establish your brand. Knowledge is power as korny as it sounds. Even if you don’t know how to get started monitoring your brand and analyzing sentiment, you know you have myself and the FRSocial team at your disposal as and Expert customer. Where we’re willing to take as much time as you need to walk you through a Reputation Management demo.
  • Positive sentiment is gained by being present. Giveyour residents more of you to love by establishing a presence on sites like…
  • Yelp, Yahoo local, bing local, google plus and other sites that allow you to establish a listing in just a few clicks. Change your point of view that people are only going to these sites to find a local restaurant because that’s no longer the case.
  • How are you speaking to your residents? Brands are coming to terms with putting aside their stiff, corporate tone of voice and speaking to consumers they way they’d want to be spoken to.
  • Just like you can use sentiment analysis to gauge a resident’s tone of voice in their review, your resident’s are using the same method to decipher how genuine you are in your messaging. We are always looking for a level of deliverability from brand’s we love. We’re actively trying to gauge a brand’s readiness to respond when we talk about them, meaning that brand has to posess the ability to actively monitor and seek out conversation.We absolutely love when brand engage with us so make sure you’re participating. Authenticity is never shunned but celebrated. Sure imitation is the greatest form of flattery, we see that with brand like The Fresh Market and Whole Foods but take the similar branding away, your brand needs to stand on it’s own. Lastly, people aren’t going to refer your property to a friend if they can’t remember you. Make your reputation precede you in the most positive way and that’s by providing stellar customer service and a user experience.
  • Also, taking accountability never hurt a brand. We’re still waiting to see what’s in store for carnival cruise lines after the wake of the events with the Trimuph but rather than the brand sticking its head in the sand, it has continued tweeting in real time and releasing event updates as an attempt to control the message and maintain a transparent front. Always a good idea when you find yourself dropping the ball on a maintenance request or anything like that.
  • When it comes to responding to reviews online, remember, you are talking to both future, current and past residents and you don’t want to segment one from the other. Both residents and prospects want to feel as thought they are being taken care of. Implement questions that indicate you aim to change and improve their experience with questions like “How can we make your living experience here better?”, “What changes would you like to see while living here?”And statements like, “You are our sounding board!”,“We need YOU!”. These are great ways to make your residents feel invested in the growth of your community. Toward the end, I’ll share a link to an article that conveys the power of using You-based statements.
  • So this is an example of a review that was posted by a resident on Apartment Ratings. It says: Hit next 4 times for black bars. This is the response of the property manager responded. I think this was a great response. You can tell that the property manager had all emotions removed. He or she acknowledged both the positive and negative sentiments made. He or she says these issues will be evaluated so there’s readiness in the tome of voice. He or she reinforced that although the review was appreciated, the property has an open door policy which allows a more expedited process. And there’s an all around tone of authenticity. So going forward, there’s no need to be afraid to respond to reviews posted about your community. No matter if it’s a positive, neutral or negative post, as long as you include a tone of readiness, engagement, authenticity and accountability, the message will be delivered clearly.
  • Know that we know how to speak in a tone that promotes brand love, you are always in the stage of courting your residents.
  • Just like in any relationship, if you’re not doing things to try to keep the brand to resident bond active, more than likely your resident will grow bored. You should always be in a state of mind where you’re trying to learn more about your residents. This starts with monitoring conversations online, observing the likes and dislikes of your residents and prospects and inserting yourself into the conversation rather than being late to the party.The next generation of renters and residents is right around the corner and trust met, they are glued to several smart devices which is why we are always talking about creating a brand presence on Facebook, YouTube, twitter, Instragram and Pinterest. They are just there waiting for you to connect with them. They are a captive audience.
  • In order to court your residents and get to know them better, you have got to ask! This means getting those testimonials so that they can live online to help boost your reputation. On-line research firms that conduct studies on the effectiveness of testimonials find that products or services with 5+ reviews have a 75% higher conversion than those without reviews.
  • I came across this post on Lisa Trosien’s Facebook page and instantly knew I had to share with you guys. So Knexx Local is a free app designed to help you create micro testimonials for sharing on your social networks like Facebook, twitter, Linkedin and Pinterest. Genius right? These are called ‘instamonials’ You can even add photos to go with the voice over. Think about how dynamically this is going to impact our industry? If you’re entertaining the thought of using it, be sure to let me know how it works! I’ll share the link to the app toward the end.
  • Here’s an example of the power of pinterest. A property pinned this DIY jewelry hanger and instantly, you see people engaging and commenting. Not only were there 8 comments, they received almost 3,000 repins and 214 likes which is just another way to get brand exposure.
  • So, we always come to this stage of application. What can you do with this information we’ve talked about? To start, it all comes back to investing in you channels of communication. These include ratings and review sites. The FRSocial product, Reputation Management was built to do that for you freeing you of your time. Next, once you are savvy with you social channels, you need to insert your brand into the conversation, don’t wait to be invited. People are talking. Talk WITH them. Lastly, use those love language tips. These will ensure your residents that you care about their living experience and level of satisfaction which puts them in the ownership category of that Brand Love Curve and makes them your voluntary brand ambassadors. Remember, there’s a party going on online, don’t let your reputation be the last to show up!
  • As promised, we have some links to articles that can help you implement all of these ideas we shared with you today. These links will shed light on articles we’ve posted to our Your Solutions blog, I’m sharing the article on the power of You-based phrases, a great article by Brent Williams of Multifamily Insiders and the link to the Knexx Local app. So while everyone’s writing these down or choosing to copy the links from the chat box, now seems like a good time to answer a few questions that came in.
  • Thanks to all of you who are listening. We hope you can take multiple ideas and apply them. If you need a refresher on Pinterest, I’m hosting a webinar Thursday, the 27th so I’ll share that link with you now. And if you want to check out any upcoming webinars feel free to visit the Social Media Training cal as it’s updated monthly. So, on behalf of For Rent Media Solutions, thank you for listening and I hope to chat with you again!

Transcript

  • 1. Where’s the Love?Using Your Reputation to Create Positive Sentiment Ansley Sudderth Social Media Training & Communications Coordinator
  • 2. Agenda• Your Reputation Now• Analyzing Brand Sentiment• Brand Love Languages• Courting Your Consumer• Valuable Links• Q&A
  • 3. Don‟t be thelast one!
  • 4. People aretalking!
  • 5. #hacked!It takes a lifetime tobuild a reputationand only 15 minutesto destroy it. -Warren Buffet
  • 6. Crowd·sourc·ing ˈ ȯr-siŋ krau̇d-ˈs Getting a crowd of people to help youwith a task that used to take one person.
  • 7. Building brand love isn’t about seekingout residents to love you…. …it’s about becoming a brand worthy of being loved by your residents.
  • 8. Sentiment Analysis
  • 9. (n): statistics, or machine learningmethods to extract, identify, or otherwisecharacterize the sentiment content oftext.
  • 10. Sentiment Analysis•Flame Detection•Consumer Perception•Reputation ManagementWhich allows YOU to collect reviews on a hyper-local to global scale
  • 11. Consumer Levels of Interest
  • 12. The Brand Love CurveIndifferent Like It MY Brand Love It for Life
  • 13. KNOW where you stand!
  • 14. + more!
  • 15. Brand LoveLanguages
  • 16. The ability toactivelymonitor and Deliverability Make yourseek out reputationconversation. precede you. LASTING READINESS ENGAGEMENT AUTHENTICITY IMPRESSION Are you Be yourself, reciprocating that everyone else conversation? is already taken.
  • 17. Taking accountability never hurt abrand!
  • 18. YOUisms• “How can we make your living experience here better?”• “What changes would you like to see while living here?”• “You are our sounding board!”• “We need YOU!”
  • 19. Courting YourConsumer
  • 20. Just Ask! Online research firms that conduct studies on the effectiveness of testimonials find that products or services with 5+ reviews have a 75% higher conversion than those without reviews.http://www.reviewscale.com/blog/
  • 21. Gathering Testimonials
  • 22. Resident Events
  • 23. Don‟t Wait, BE Part of the Convo! 2,714 repins +8 comments +214 „Likes‟ = BRAND EXPOSURE
  • 24. What You Can Do Today• Invest in your channels of communication• Insert your brand into the conversation• Inquire about your residents‟ level of satisfaction Don‟t the be the last one to the party!
  • 25. Valuable Links• Reputation Management: Do You Know Your Story? http://bit.ly/XXDuag• Common Phrases Made Great By Using „You‟ Instead of „We‟ http://bit.ly/11TwGyX• Tips for Managing Your Ratings http://bit.ly/YmumIh• Instamonials by Knexx Local: http://bit.ly/Zkq3QV
  • 26. Q&A
  • 27. Photo and Statistics Credit• http://www.freshwordsmarket.com/files/imagecache/lightbox_full/you-are-here-fresh- words-market.jpg• http://brandmakernews.com/blog/wp-content/uploads/2011/05/brand-to-love.png• http://icgrouplp.com/Blog/images/default-album/she-loves-me-she-loves-me-not.jpg• http://www.brandautopsy.com/blog• http://i200.photobucket.com/albums/aa72/jpaulvaldezotto/alone.jpg• http://i.bnet.com/blogs/121111-facebook_like_thumb.png• http://www.careergravity.com/wp-content/uploads/2012/09/facebook-dislike- 325x211.jpg• http://www.greenbookblog.org/wp- content/uploads/2011/10/sentiment_analysis_symposium_logo1.png• http://cdn.marshill.com/files/2011/12/18/20111218_where-are-you_poster_img.jpg• http://socialmediatoday.com/lakakosearch/1249176/burger-king-and-jeep-should-be- thanking-twitterhacker• http://www.bigactivities.com/coloring/canada_day/party_hats/images/party_hat2.gif