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Jan Rep Slide

  1. 1. WHY YOUR SHOULD CARE ABOUT REPUTATION MANAGEMENT
  2. 2. and their dog EVERYONE HAS AN OPINION... Thomas H. 3:45pm on February 7th, 2013 Just had the worst meal of my life at @WilkinsonsRestaurant #sogross Susan M. 11:02am on March 22nd, 2013 Best poutines ever at the Fry Shop! EVERYONE needs to try it! Gunner BACON! 1:30am on May 4th, 2013
  3. 3. but not just here anymore...
  4. 4. ...or here
  5. 5. THEY’RE SHARING THEM HERE and HERE and HERE
  6. 6. ...and HERE
  7. 7. 1.1+ BILLION 50+ MILLION 33+ MILLION 58 MILLION 925k users on Facebook unique users on TripAdvisor local reviews on Yelp tweets sent per day new Google + users every day
  8. 8. DID YOU KNOW 2/3 of people are more likely to buy from a store if they find positive comments about it online And 1/2 are less likely to buy if comments are negative
  9. 9. DID YOU KNOW A 1 STAR 2/3 of people are more likely to buy from a store if they find positive comments about it online And 1/2 are less likely to buy if comments are negative improvement of a restaurant’s average Yelp score increases revenue by 5-9%
  10. 10. the fact is, CONSUMERS control CONVERSATIONS
  11. 11. and users TRUST USER GENERATED CONTENT more than TRADITIONAL MEDIA
  12. 12. so when a tweet goes out like this:
  13. 13. or a status like this: OMG! I hate my job! My boss is such a jerk! Yesterday at 18:03 - Comment - Like
  14. 14. or a review like this:
  15. 15. or a review like this:
  16. 16. a business should know WHERE IT CAME FROM HOW TO HANDLE IT AND
  17. 17. REPUTATION = What you say about yourself (Digital Footprint) What others say about you (Digital Shadow)
  18. 18. REPUTATION & PRESENCE go hand in hand The goal is to maximize visiblity and reputation Scam Winning! Visibility When many of your online profiles have user content, your reputation drives results. 100% Shame 0% Reputation
  19. 19. HOW DO YOU DEVELOP A WINNING REPUTATION THAT’S BOTH POSITIVE VISIBLE? AND
  20. 20. FOCUS ON: Listing & Visibility Reviews & Mentions Competition Monitoring Social Marketing Building A Database
  21. 21. 1 Visibility
  22. 22. visibility is about making sure your customers can find you Google Search I’m Feeling Lucky
  23. 23. MAKE SURE YOU’RE need to be LISTED where you
  24. 24. MAKE SURE LISTINGS ARE and make sure those YOU’RE need to be LISTED ACCURATE where you
  25. 25. There’s nothing worse than 4 different listings and wrong contact info Wilkinson’s Family Restaurant Wilkinson’s Family Restaurant 2240 Wilson Blvd., Seattle, Washington, 41322 Wilkinson’s Family Restaurant 155 3rd Avenue South, Seattle, Washington, 41241 Wilkinson’s Family Restaurant 505 3rd Avenue, Seattle, Washington, 41972 Wilkinson’s Family Restaurant 182 Wilson Blvd. North, Seattle, Washington, 41361
  26. 26. There’s nothing worse than 4 different listings and wrong contact info it drives customers CRAZY Wilkinson’s Family Restaurant Wilkinson’s Family Restaurant 2240 Wilson Blvd., Seattle, Washington, 41322 Wilkinson’s Family Restaurant 155 3rd Avenue South, Seattle, Washington, 41241 Wilkinson’s Family Restaurant 505 3rd Avenue, Seattle, Washington, 41972 Wilkinson’s Family Restaurant 182 Wilson Blvd. North, Seattle, Washington, 41361
  27. 27. ACCURATE LISTINGS make customers happy and google happy The more consistent your listings, the higher up in google you’ll appear
  28. 28. 2 Reviews & Mentions
  29. 29. to review success 3 STEPS 1 2 think of reviews as management 3 ENGAGE TOOLS HARVEST the reviewer Why engage? What would you do if someone was in your store reviewing it right now? Good Reviews Accolades Goal setting Bad Reviews Staff training Policy issues user-generated content Encourage customers to leave online reviews Publish review highlights in your marketing material
  30. 30. 3 Monitoring the Competition
  31. 31. MONITOR THE COMPETITION AND THEN OUTDO THEM Post more social updates than they do Aim for better reviews Compare placement in searches for different keywords and develop content around your weaker ranking terms Watch for their offers, then jump in at the right time
  32. 32. 4 Social Marketing
  33. 33. it’s one thing to MONITOR your online reputation... then you have to BUILD IT
  34. 34. successful SOCIAL MARKETING is about three things:
  35. 35. successful SOCIAL MARKETING is about three things: Building Fans
  36. 36. successful SOCIAL MARKETING is about three things: Building Fans Generating Leads
  37. 37. successful SOCIAL MARKETING is about three things: Building Fans Generating Leads Customer Service
  38. 38. there are 3toKEY WAYS build fans
  39. 39. 1. POST INTERESTING RELEVANT AND ` CONTENT ...And remember to vary your posts No one would watch a TV channel with 24/7 commercials, so why would they do that online? Throw in some entertainment
  40. 40. 2. CONNECT WITH INFLUENCERS Turn potential customers and loyal fans into active Brand Ambassadors
  41. 41. 3. CREATE COUPONS, DEALS, OFFERS AND SOCIAL
  42. 42. NOW HAVING A FAN BASE IS GREAT, but likes dont always = dollars
  43. 43. NOW HAVING A FAN BASE IS GREAT, but likes dont always = dollars BESIDES, WHO’S REALLY GOING TO LIKE A plumber OR A locksmith ON FACEBOOK ANYWAY?
  44. 44. CONSUMERS are DECLARING on social media (also, that looks like a top hat :)
  45. 45. and those intentions are
  46. 46. Do you know how many people tweet about locking their keys in their car?
  47. 47. LOTS.
  48. 48. How many people are moving to San Fran right now?
  49. 49. LOTS.
  50. 50. Social Media gives local businesses the revolutionary opportunity to connect with nearby customers who are ready and willing to purchase
  51. 51. AND ONCE YOU’VE CONNECTED, YOU BETTER KEEP THEM HAPPY Facebook, Twitter, etc. are incredible customer service tools to strengthen your reputation.
  52. 52. 65% think social me dia is better than call centers
  53. 53. SO WHAT’S THE RECAP? 1. Consumers control conversations Businesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers.
  54. 54. SO WHAT’S THE RECAP? 1. Consumers control conversations Businesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers. 2. Monitoring your reputation isn’t enough Businesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well.
  55. 55. SO WHAT’S THE RECAP? 1. Consumers control conversations Businesses brands are no longer exclusively what they say they are. Today, brands are largely defined by consumers. 2. Monitoring your reputation isn’t enough Businesses need to know what their customers are saying, as well as how to manage that info and build their reputation as well. 3. Social media isn’t just about followers and likes It can also be used to generate leads and conduct customer service in order to gain return on investment.
  56. 56. there is no greater time for SMALL BUSINESSES to get involved with REPUTATION MANAGEMENT!
  57. 57. 5 Build A Database
  58. 58. 91% 10x 90 95% 97% has a cell phone within reach 24 / 7 more likely to use mobile coupons seconds response rate for text messages of smartphone user lookup local info of text message are open
  59. 59. Is your business prepared St. Peter’s Square
  60. 60. for mobile marketing? St. Peter’s Square
  61. 61. KEYWORD SHORTCODE Text KEYWORD to 72727 to recieve OFFER KEYWORD2 Print KEYWORD3 Event KEYWORD4 Online KEYWORD5 In store AT&T 12:34 PM 0:00 AM Settings Message Sample Sample Sample Sample Sample Sample Sample Sample Sample Sample Sample Sample Your business: Send your well targeted message. ( include link, coupon, information and more) Reply STOP to 2end Sample Sample Sample Sample
  62. 62. CREATE A BUILDER MINDSET Waiting area Your Business Mobiel Number: 1 4 Type Mobile Number with Keypad 2 ABC 5 3 Drive thur DEF 6 GHI JKL MNO 7 PQRS 8 TUV 9 WXYZ 0 By entering your mobile number you are authorizing this business to send you updates, offers, specials, or other friendly communications. Up to 3 msgs/mo. Msg&Data Rates may apply. To cancel, reply STOP 2end. ENTER Point of sale Signage Online and more...
  63. 63. to texting success 3 STEPS 1 2 Retention of customers 3 ENGAGE REWARD BENEFIT the audience Why engage? You must have an audience to grow your business, event, non profit or any other organization Loyalty Incentives to increase business New Customers A reason to return from capturing data Send timely messages Birthdays, Oil changes Appointments, Donations Specials, Events, Deadlines, Reminders... whatever you need
  64. 64. Mobile marketing makes cents Industry Average 2 - 7% 1 location can build 3,000 - 5,000 people in their database over their first year! 3 promotions per month = 12,000 direct offers 3% return per month = 360 more transactions per month X $12 = $4,320 increase monthly revenue $50,000+ Annually per location
  65. 65. Contact Us Jan Baird jbaird@citytrail.com 602.638.3065

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