Reputation marketing
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Reputation marketing

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A SMART approach to managing your reputation and brand.

A SMART approach to managing your reputation and brand.

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  • Welcome to our program today. Reputation marketing, show 2 in a series of six episodes of Your recipes for success, see what the smart girls have cooking.
  • Brand, image and Reputation are three separate components of a company overall marketing plan.
  • A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
  • A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
  • A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
  • Only 14% of people surveyed report that the trust printed advertising. Today people use the internet to research products and services and they trust personal testimonials in making their buying
  • PollDo you respond to reviews?If so, how often? Monthly, weekly, everyday, as soon as a new comment is posted
  • On apartmentratings.com, you can pay an annual fee which entitles you to respond as the site manager to postsAs paid subscriber, you get notice of all postingsTo the reader of the posts, shows you are paying attention
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
  • 168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.

Reputation marketing Reputation marketing Presentation Transcript

  • Reputation MarketingA SMART approach to managing and promoting you reputation
  • Reputation MarketingWhat is reputation marketing and how do we achieve andmaintain a good reputation?
  • ReputationA reputation takes time tobuild, and yet can be lost in an instant. View slide
  • Making an impression andbuilding a reputation are not the same thing. “The reputation of a man is like his shadow, gigantic when it precedes him, and pygmy in its proportions when it follows”. Talleyrand View slide
  • Not the same as a good reputation... Success Profitability Being well known
  • What image does this conjure up for you? Good or bad? All State You’re in good hands with All State General Electric We bring good things to life Motel 6 We’ll leave the light on for you Rolaids How do you spell relief?
  • Monitoring online conversations about yourcompany, your brand, and your products is no longer a luxury. Edelman researchers note that “Sixty percent (60%) of our respondents said they need to hear information about a company three to five times before they believe it”.
  • 29% of respondentsworldwide view information as credible when coming from a CEOIn the U.S., that number hits a six- year low of 17% among 35-to-64 year olds
  • Where do consumers turn to find the outside voices that areactively shaping opinion of your products? Social media sites, blogs and complaint boards
  • Sites that monitor on-line remarks
  • Blogs Technorati Original search engine for blogs Indexes over 1 million blog posts Results are sorted by blog authority Able to display what is popular on the web at that time
  • Blogs Technorati Boardtracker Backtype Samepoint serph FriendFeed yacktrack Socialmention BoardReader
  • TweetScanTwitterholic.comTwittersearch Google Alerts
  • Blogs BacktypeAllows you to find , follow and share comments from across the web. The Alerts tool lets users monitor specific terms within blogs and Comments.
  • Blogs serph Enter a keyword and serph finds everything said about it displaying the most recent results first.
  • Blogs yacktrack SupportsBlogger/Blogspot, Digg, Disqus, Friend Feed, Google Blog Search, GoogleReader and Word Press, among a few.“Chatter” is a tool that allows users to perform keywordsearches across social media sites. You are then able to save and subscribe via RSS.
  • Message Boards BoardReader Indexes message boards and forums. Enter a keyword see the results of where the keyword appears on message boards and forums. Browse by popular internet videos, movies, posts, articles, internet sites, domains, topics and projects.
  • Message boards Boardtracker Another message board and forum tracking tool Searches tags and threads for specific keywordsCreate alerts to be sent notifying whenthere are new discussions taking place about your Brand.
  • Social Media Samepoint A social conversation search engine Within search results, displays the title, an excerpt of the content, the source and the negative and positive words associated with the given keyword.
  • Social Media FriendFeed Allows you to keep track of all your activities across the web. Aggregates everything you bookmark to del.icio.us, wish for on Amazon, share onGoogle reader, tweet about on twitter, etc.Enables you to conduct searches for brand keywords to seewhere they appear across the social media landscape.
  • Social Media Socialmention In search results, displays a “social rank” based on the frequency of mention. You can sort byBlogs, Microblogs, Bookmarks, Comments, Events, Images, News, Videos or by all.
  • Twitter Specific TweetScan Basic twitter search with search cloud on main page.
  • Twitter Specific Twitterholic.com Twitter ranking based on number of followers. Great way to determine influence.
  • Twitter Specific Twittersearch Search for what is being said on Twitter in real time Twitter’s own search tool. Displays trends and most popular subjects. Can create RSS feeds to keep track of your keywords.
  • Google AlertsGoogle Alerts lets you see when thosenegative blog posts go up or when acompetitor is trying to outrank you for asimliar keyword. Any keyword you areattempting to rank at the top for shouldbe something to consider tracking withGoogle Alerts.
  • Review sites YelpApartmentRatings.com
  • Responding to posts Timeliness Transparency Honesty Integrity
  • 38% of participants report theymonitor their reviews once a month 68% of site managers report they have not set up Google alerts for their communities How do you engage inimproving your on line reputation?
  • Engaging Timeliness Respond to ALL posts; we recommend within 24 hours
  • Engaging
  • Engaging Transparency Are you being defensive in your responses? Do your responses communicate that you are open and being objective? Don’t engage in an argument, state what you are willing to do about a situation Negative posts can not be taken personally, address the situation, not the person posting
  • Engaging Honesty Own the situation, if there has been an error or oversight, acknowledge it and apologize
  • Engaging Integrity Say what you mean and mean what you say
  • Case studies Tylenol Video
  • Case studies Exxon Valdez Video
  • Case studies River Oaks Apartments Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Case studies River Oaks Apartments, Battle Creek MI
  • Summary Kick it into cool
  • Astro-turfingAstroTurf. Once famous for being the Brady Bunch’s lawn of choice, the termnow refers to the endless stream of opinion spam that litters websites aroundthe globe.You know what I’m talking about—those so-called “consumer reviews” that arestuffed with exclamation points, superlatives and robotic phrases like “Greatrooms and service! Highly recommended!”My fake-o-meter is also set off by:Reviews written by people who have no other reviewsReviews that only use the full brand name (“I heart the Electronica WavePulseSR3042 sound machine because the Electronic WavePulse SR3042 soundmachine is the only one with frog sounds”)Really lame usernames, like “Jennifer S.” or “ReviewGal”Users who only write reviews on one author’s books, or one company’sproducts
  • Richmond Park Apartments: Hell on Earth
  • What’s your take?• Break into groups• What are the main points to address?• Write a response• Remember: – Apologize – Explain – Actions to be taken – Transparency – Avoid coming defensive – Remember who your audience is
  • The Ponds at Georgetown• Built in 1989• Purchased in 2006• 68% occupied• Manager arrested in a drug ring at the property• Staffing issues and coverage• 65% rating on ApartmentRatings.com
  • Time for a Reputation Intervention• New Manager, New Owner, New Attitude• Helped relay the message that change is happening• Customer Service became their single focus• Ratings improved• Word of Mouth improved
  • Results…. 6 years later• $200 over competition• 100% occupied, 100% preleased through October 31st• 100% rating on ApartmentRatings.com• Word of Mouth referrals are 74% of their traffic• Have a “HOPE AND A PRAYER” waiting list
  • Wrap-up “The way to gain a good reputation is to endeavor to be what you desire to appear.” Socrates
  • Facts Joe Marconi
  • 734-747-6278www.smartapartmentsolutions.com