Managing Your Online Reputation
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Managing Your Online Reputation

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Presentation for PAII 2010 Innkeeping Show on Managing Your Online Reputation

Presentation for PAII 2010 Innkeeping Show on Managing Your Online Reputation

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  • Use (at least) Google, Yahoo and Bing Repeat the search periodically to be sure you stay up to date
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • Using the box at right a single alert can be quickly defined. To manage existing alerts (or create new alerts), click the link at lower left
  • With the transparency and immediacy of the online world, delaying a response smacks of a cover-up almost as much as giving an evasive response. Immediate response (as in minutes) is not necessary, but if days go by, you have missed the opportunity to appear transparent and forthright.
  • TripAdvisor's guidelines for owner responses may be found at: http://www.tripadvisor.com/help/management_response_guidelines According to their policies, they will not accept a management response that does not comply with them.

Managing Your Online Reputation Managing Your Online Reputation Presentation Transcript

  • Managing Your On-Line Reputation Google Alerts, Twitter and More Scott Thomas Brewster House Bed & Breakfast Freeport, Maine
  • Agenda
    • Why you need to monitory your reputation
    • How to monitor your reputation
    • Tools you can use
  • WHY? ... do I need to monitor my reputation? After all...
  • Why do you need reputation management?
    • I only have a small website
    • I don't use social media
    • All my guests love me
      • Well, nearly all, anyway...
    • All of my guests are older, and few use social media
    • All my guests say they had a great time, and will be back
  • Why you need reputation management
      Have you ever had a guest who had a
    ?
      or a
      or an
  • Why you need reputation management
      Have you ever had a guest who read (or wrote) a review about your property on
  • Why you need reputation management Do you think you EVER will?
  • Why you need reputation management In the age of social media... what happens at YOUR property stays on
  • Why you need reputation management
    • In the time it has taken us to get this far in this session, your guests could have
      • Taken photos and video of your property
      • Posted them on Facebook, Twitter and as many as 100 other social networks...
      • Posted a review (with video and/or photos) on TripAdvisor, Yelp, or others
    AT THE SAME TIME!!!
  • Why you need reputation management
    • Whether you use social media or not, your guests do
      • Women over 35 are the fastest growing segment on Facebook
    • If your employees blog, tweet or post, the things they do can have an impact on your property
      • In April 2009 two Dominos Pizza employees put a prank video on YouTube showing unsanitary food preparation
        • By evening it had been viewed nearly 1 MILLION times
  • Why you need reputation management You can not react to what is being said about your business unless you can find out about it.
  • Finding out what is being said
    • S earch the web
    • S earch for blogs
    • S earch social media
    • A lerts: Let the searches come to you
    • D eal with comments (both positive and negative)
  • Search the Web
    • If you have accounts (such as gmail or a Google login), be sure you are logged out (or disable personalized search)
    • Search
      • Your business name
      • Names of primary owners/employees
      • Social media usernames
      • Your web address(es)
  • Search for blogs
    • In addition to blogs appearing in conventional search results, you can also perform a blog-specific search
      • Google Blog Search
      • Technorati
      • Other blog search engines
  • Automating the Search
    • Alerts provide automated notifications when there are new search results
      • Yahoo Alerts
      • Google Alerts
  • Automating the Search
    • Yahoo Alerts: alerts.yahoo.com
  • Automating the Search
    • Yahoo Alerts: alerts.yahoo.com
  • Automating the Search
    • Google Alerts: google.com/alerts
  • Automating the Search
    • Google Alerts: google.com/alerts
  • Automating the Search
    • Google Alerts: Results by RSS Feed
  • Automating the Search
    • Google Alerts: Results by RSS Feed
  • Automating the Search
    • Social Media mentions
      • TweetBeep.com
      • SocialMention.com
      • WhosTalkin.com
  • Automating the Search
    • TweetBeep.com
  • Automating the Search
    • SocialMention
  • Automating the Search
    • SocialMention
  • Automating the Search
    • WhosTalkin.com
  • Automating the Search
    • WhosTalkin.com
  • Viewing the Results
    • Email
    • RSS Reader
  • Viewing the Results
    • Create a Dashboard
      • www.google.com/ig
  • Protecting Your Reputation
    • Your goals should be to have your business seen as:
      • Transparent
      • Honest
      • Responsive
      • Fair
  • Protecting Your Reputation
    • Positive Comments
      • Smile (you've earned it!)
      • Respond to at least some positive comments
  • Protecting Your Reputation
    • Negative Comments
      • Listen to what is being said
      • Take a deep breath and count to 10
      • Re-read the comments and see if there is any validity. Really.
      • Carefully consider how your reply will sound to your next guest (who doesn't know how difficult the other guest had been)
  • Protecting Your Reputation
    • Responding to Negative Comments
      • Admit any mistake.
        • Do not procrastinate!
      • Use the same platform as the guest
        • TripAdvisor, Yelp, Facebook, etc.
      • Avoid angry, argumentative or emotional responses
  • Protecting Your Reputation
    • Responding to Negative Comments
      • In most cases the guest who posted the negative comment will never see your reply!
      • Write for the next guest to see
      • Humor (not at the expense of a guest) may make you sound better
  • Protecting Your Reputation
    • You should reply when
      • You genuinely need to apologize
      • Important facts are stated incorrectly
      • When the topic is spreading (FB, Twitter, etc.)
      • The commenter is angry with you or your property
      • Someone speaks up to defend you (or your property)
  • Protecting Your Reputation
    • Respond in a calm, professional way
    • Humor shouldn't mock or belittle the commenter
    • Avoid industry jargon
    • Promise to do better
    • If criticism is legitimate, promise to make changes (and do so)
      • If not, find a way to promise to improve
  • Summary
    • Use search tools to find what is being said
    • Use email, RSS or a dashboard to monitor comments
    • Reply in a manner that makes you look good
  • Thank You for Your Attention Scott Thomas [email_address] www.BrewsterHouse.com www.AboutTheInn.com