Your SlideShare is downloading. ×
0
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Protect, Preserve & Maximize Your Online Reputation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Protect, Preserve & Maximize Your Online Reputation

4,084

Published on

FREE eBook: bit.ly/onlinerepebook …

FREE eBook: bit.ly/onlinerepebook
Consumers searching for real estate online are your best conversion-ready prospects. The trick is making it easy for them to find you. Learn from Homes.com how to optimize your online presence and maximize your leads.

Published in: Real Estate
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,084
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. Protect, Preserve & Maximize Your Online Reputation Erica Campbell Director of Social Media Homes.com & ForRent.com @ericacampbell
  2. Agenda • Online Reputation Management 101 • How To Find Yourself Online • Using Social Media • Managing Reviews • Strategy • eBook: bit.ly/onlinerepebook @ericacampbell
  3. People Search Google First
  4. Could This Be a Problem?
  5. But if you monitor whatpeople are saying
  6. Online ReputationManagement 101
  7. What is Online Reputation? It is the sum of your business visibility + reviews.
  8. What is Online Reputation?
  9. Why Online Reputation? Take a moment to consider how clients and prospects perceive your brand. • First, can they easily find you online? • Second, do you know what they‟re saying about you? • Lastly, do you know where they are talking about you?
  10. Why Online Reputation?
  11. How To Find Yourself Online
  12. Search, Social, Directories & Reviews • Where is your business listed online? • How many Facebook „Likes‟ do you have and how often do you post? • Where do you rank on the major search engines?
  13. Start with the Major Search Engines
  14. Then Move To Review & Directory Sites
  15. Then Get Your Social Media Going
  16. Reputation Management Checklist Contact Information: Directory Sites:  Correct Business Name?  411.Com  Current Address?  DexKnows  Current Phone Number?  Local  Current Website?  LocalEdge Search Engines:  MerchantCircle  Bing Local  Super Pages  Google Plus Local  Yellow Book  Yahoo! Local  Yellowpages Review Sites:  Ziplocal  Insider Pages Social Sites:  Judy‟s Book  Facebook  Kudzu  Foursquare  Yelp  LinkedIn  Twitter
  17. Using Social Media
  18. “Social media for Realtors ®is not about pushinglistings. It‟s about growingyour referral network.” ~Jimmy Mackin, Inman News
  19. Social Media Influences Purchase
  20. “If you make customersunhappy in the physicalworld, they might each tellsix friends. If you makecustomers unhappy on theInternet, they can each tell6,000 friends.”~ Jeff Bezos, CEO of Amazon.com
  21. SOCIAL SIGNALS
  22. 2009 Search Results
  23. 2011 Search Results
  24. 2013 Search Results
  25. 3 Things For Social Media Success
  26. POEM
  27. Search Engine Ranking Factors
  28. Search Signal Ranking Factors• Followers/Likes/Check-ins/Google+/Shares • Reputation/Authority/Influence• Mentions • Engagement (Klout)• Frequency • Length of time online• Topic/Relevancy
  29. Search Engine Ranking Factors• Recruit Fans• Get a Vanity URL• Cross Promote: – Website – Emails – Email Signatures – Brochure/Print
  30. Google Author Tags & Social Extensions
  31. CROWDSOURCING
  32. Crowd·sourc·ing ˈkrau̇d-ˈsȯr-siŋGetting a crowd of people to help you with a taskthat used to take one person.
  33. Instagram Contest Nearly 1,000 photos submitted
  34. Facebook Photo Contest „The Coolest Space in Your Place‟
  35. Facebook Photo Contest – Blog/Pinterest • We asked all runner-ups to write a guest blog on their coolest space on blog.forrent.com • This picture was pinned organically to Pinterest and then re-pinned over and over • In Sept 2011, ForRent.coms blog traffic increased 4x due to this post • 255,000+ pageviews, 214,000+ pageviews daily unique visitors,100+ comments on the blog • Nearly 60% of Dec 2012’s blog traffic came from this post
  36. Pinterest Contest Pin It If You Love It • Over 7,400 visits to blog post • 307 boards created • 3,900+ pins • 3,900+ repins
  37. Identify Market Segmentation
  38. FACEBOOK
  39. Use Creative Cover Photos
  40. Introduce the Team
  41. Create Photo Albums
  42. Fan Acquisition
  43. „Like‟ Sweepstakes
  44. Timing of Posts
  45. Timing of Posts
  46. Encourage Interaction
  47. Encourage Interaction
  48. Visually Compelling Posts Win
  49. Fill-In-The-Blank Posts Fill-in-the-blank posts generate about 90% more engagement than the average post.
  50. Branded Quotes
  51. Ask Questions Posts that end with a question have a 15% higher engagement rate.
  52. Ask Questions
  53. „Pin‟ a Post
  54. Star Stories
  55. Create Events
  56. Offer PostBrands can feature apromotion on theirpage, allow users toclaim it and have thecoupon sent directly tothe user‟s email ormobile device.
  57. Facebook Chat
  58. Facebook Advertising Page Likes Page Post Story (Your „Likes‟) & (Friends of your fans) Page Post Like (Friends of fans who have liked your posts)Amplify your organic content andpositive fan behavior.
  59. Facebook Advertising
  60. PINTEREST
  61. Use Pinterest to Visually Highlight Services
  62. Why Is Pinterest So Powerful?
  63. Why Is Pinterest So Powerful?
  64. Why Is Pinterest So Powerful?
  65. Pinterest Audience
  66. Categories & Board Names Top 10 Categories on Pinterest 10 Most Popular Board Names 1. Home (17.2%) 1. For the Home (3.15%) 2. Arts and Crafts (12.4%) 2. My Style (1.97%) 3. Style/Fashion (11.7%) 3. Products I Love (1.86%) 4. Food (10.5%) 4. Books Worth Reading (1.68%) 5. Inspiration/Education (9.0%) 5. Food (1.23%) 6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%) 7. Humor (2.1%) 7. Recipes (0.75%) 8. Products (2.1%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%)Source: RJ Metrics
  67. 10 Board Ideas
  68. 1. Introduce The Team
  69. 2. Showcase Your Listings
  70. 3. Customer Testimonials
  71. 4. Lifestyle Content • Seasonal Boards • Home Décor – Small spaces – Closets – Kitchens – Wine cellars • Recipes • Hobbies – Fashion/Style – Luxury Cars – Sports • Landscaping • Crafts/DIY Projects
  72. 5. Local • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional/Home Services
  73. 6. Real Estate Advice
  74. 7. Include Video
  75. 8. Open House
  76. 9. Marketing Ideas
  77. 10. Staging Ideas
  78. Pinterest Image Optimization (PIO) Best Practices
  79. Over 80% of pins are repins on Pinterest.Source: RJ Metrics 2012
  80. Timing of PinsSource: Pinerly Study
  81. Include A Description, Link & Call-to-Action
  82. Pin It Button & Bookmarklet
  83. Add Pricing & Hashtags
  84. Creative Board Names & Captions
  85. Run a Contest
  86. Pinterest Facebook App
  87. User Insights & Competitive Intel
  88. INSTAGRAM
  89. Stories aboutlocations told throughcompelling and beautifulphotographs
  90. • 90 million Monthly Active Users• 40 million Photos Per Day• 8500 Likes Per Second• 1000 Comments Per Second
  91. Hot It Works • Snap a photo with your mobile phone • Choose from 20 different filters to transform the image • Tag the photo with a foursquare location • Include a message & use hashtags • „Like‟ & comment on posts from other users • Search the site & app to discover content
  92. Filter Options
  93. Filter Options Before After
  94. Search Users & Hashtags • #love • #tweegram • #instagood • #summer • #me • #instagramhub • #cute • #bestoftheday • #tbt • #iphoneonly • #photooftheday • #igdaily • #intsamood • #fashion • #beautiful • #nofilter • #picoftheday • #food • #girl • #sunset • #igers • #sky • #instadaily • #fun • #iphonesia • #instamood • #follow • #instagramers • #happy • #lolSource: http://web.stagram.com/hot
  95. Engage With Users
  96. Set Up Your Profile • Select your username • Include your logo • Craft a description • Provide a website URL • Follow other users • Recruit clients, friends & family to follow the brand
  97. Crowdsource & Curate Content
  98. Instagram Facebook App
  99. Photo Editing Apps
  100. Managing Reviews:The Good, The Bad & The Ugly
  101. The Power Of Reputation & Reviews
  102. The Power Of Reputation & Reviews • 40% of buyers found their agent through a friend or family member. Imagine if each of those friends or family members documented their review of you online. • Among recent sellers who used an agent, 84% reported that they would use their real estate agent in the future or recommend to others. What if you had those people submit a review? • Most buyers only interviewed one agent during their search process. 21% of buyers think it’s most important to work with agents that have a solid reputation, and are honest and trustworthy.National Association of Realtors, "Profile of Home Buyers and Sellers 2012."
  103. Response Best PraticesRule 1: Never write a response while angryRule 2: Always use empathy and be authenticRule 3: Don‟t blame the customerRule 4: Never get into an online comment battleRule 5: Keep it timely and never ignore bad reviews
  104. Monitoring Checklist Scanning Frequency:  Daily  Weekly  Monthly Response Frequency:  As I‟m Notified/Immediately  Weekly  Monthly Keyword Adjustments:  Daily  Weekly
  105. Strategy
  106. Creating a Reputation Team 1. Identify the key players to become a part of the team and engage each of them in the creation of the guidelines. 2. Set routine meetings for the team to share best practices, new trends, emerging platforms and technology. 3. Establish goals, objectives and tactics to support them. 4. Conduct a reputation and social media audit. 5. Craft a risk management plan along with response protocol to become a strategic guide for units of the organization to follow. 6. Set up listening tools and formal mechanisms to actively monitor, measure and manage reputation. 7. Develop internal training material and deliver it to the organization as often as possible. 8. Evaluate effectiveness of actions taken.
  107. Create a SWAT The key to a successful reputation management plan is the initial analysis of your business‟s online presence with an eye for both current weaknesses and potential vulnerabilities.
  108. Create a Risk TableOnce you have developed your table you can expandon each risk that you have identified.
  109. Develop a Content Calendar
  110. Creating a Policy & Best Practices • Be educated on what you are talking about. If you are going to use social media, being an active user is ideal. The best way to understand the shift in media is to join the conversation. • Always be transparent. Be sure that all content associated with you is consistent with your work and with your company‟s values and professional standards. • Respond. Respond to people‟s tweets, blog comments and Facebook status updates. Thank people for commenting even if it‟s just a few words or even a „like‟ on a comment. Also thank people for feedback, even if it‟s negative. It shows that you are listening and have taken their comment into consideration. • Learn from past mistakes. Don‟t be afraid to say you were wrong and be quick to make changes when you are. Admit your shortcomings. • Be courteous and professional. When it comes to your contacts, be respectful of the rights and interests of others.
  111. 4 Ways to Maintain Your Competitive Edge • Set Up Google Alerts • Follow Industry Leaders • Use Analytical Tools to Monitor • Sign Up for Competitor Promotions, Newsletters & Subscribe to Blogs
  112. Homes.com Social ImpactEngage More Prospects ~ Protect Your Online Reputation ~ Control the Conversation
  113. Social Broadcaster Create posts for your social networks including listings and open houses – all from one login!
  114. Social Wall Automatically have your Facebook, Twitter and LinkedIn updates post directly to your website.
  115. Reputation ManagerEasily monitor your brand‟s online presence to ensureyou are found online and that your social efforts maintain astrong reputation.
  116. Reputation Manager: Reviews & Mentions
  117. Reputation Manager: Social & Competition
  118. eBook: Maximizing Your Online Reputation Download a FREE Copy: bit.ly/onlinerepebook
  119. Follow Me

×