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Help my customers are talking about me

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89% of customers read reviews online before making a purchasing decision. These reviews can make or break business. This 60 minute class will teach you how to leverage review sites to your benefit to …

89% of customers read reviews online before making a purchasing decision. These reviews can make or break business. This 60 minute class will teach you how to leverage review sites to your benefit to help build business and win new customers. In these slides you will learn the following:

The word of mouth revolution
Whose voice is is louder, yours, your customers or your competitors
The anatomy of an online reputation
Listening is AS important as marketing
The primary online review sites
Dealing with negative reviews
What to do to take action now!

Published in Business , Technology
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Transcript

  • 1. HELP! People are talking about us online Online Reputation Management and YOU NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 2. The Story from click to mortar November 2009 Now Wine consumer with a vision Two businesses Unknown in wine blogging community Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country 0 page views per month Close to 20,000 page views per month 0 Facebook fans 5000 Facebook fans 0 LinkedIn connections 2500 local connections 0 Twitter followers 10800 Twitter followers 0 YouTube Videos 160 Videos (20,000 views) 0 Blog posts 500 posts NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 3. The Story from click to mortar •5 Wineries 40 Wines 1 Location •Co-op business model •Event facility (3000 sq ft) •Future expansion •Voted “Best new biz in 2011” •Featured in Alaska Airlines Magazine and on MSNBC.com NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 4. The Story from click to mortar •Author •Seminar Leader •Consultant •Build affordable template based web sites •Manage businesses online content NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 5. Today’s Agenda 1. The Word of Mouth Revolution 2. Whose Voice is Louder 3. The Anatomy of Reputation 4. Listening is as Important as Marketing 5. Online Review Sites 6. Dealing with Negative Reviews 7. Taking Action Now 8. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 6. Word of Mouth The Revolution of Online Engagement •50-67% of all searches are done from a smart phone •61% of global Internet users research products online. •78% of consumers trust peer recommendations. •Only 14% trust advertising •89% of US buyers read consumer reviews before they purchase •51% of Facebook user are more likely to buy from a brand they LIKE •67% of Twitter users are more likely to buy from a brand they FOLLOW NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 7. Word of Mouth The Revolution of Online Engagement NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 8. Word of Mouth The Revolution of Online Engagement •Number of travel bookings made on the internet each year? 148 million •Percentage of all travel booked online? 57% •Percentage of same day hotel reservations made on a smart phone? 65% Internet Source of Hotel Booking •Brand Website – 65% •Merchant site (Expedia, Travelocity) 19.5% •Priceline – 11.3% http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/ NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 9. Word of Mouth The Revolution of Online Engagement NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 10. The Value of a Fan NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 11. Who is Talking About You? YOUR CUSTOMERS They are sharing their experiences through formal reviews, blog posts, and social shares YOUR PROSPECTS They are asking about you, reading reviews, and talking about their upcoming experiences YOUR COMPETITORS They are inserting themselves in your prospects inquiries and some are writing about you online (directly or indirectly) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 12. Who is Talking About You? Who’s Voice is Speaking Louder? What YOU say about YOU or what others say about you? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 13. The Anatomy of Reputation NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 14. The Anatomy of Reputation Search Engines are Reputation Engines NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 15. The Anatomy of Reputation Search Engines are Reputation Engines Content is king, take ownership of your content with a focus on search engine marketing NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 16. The Anatomy of Reputation Social builds relationships and customer loyalty “Attention is the currency of social media. Capturing attention leads to interest, desire and then action.” Sales funnel starts over again with advocacy NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 17. The Anatomy of Reputation 1 BILLION ACCOUNTS 600 M users 220 M users 200 M users 40 M users NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 18. The Anatomy of Reputation Social builds relationships and customer loyalty Marketing is no longer about the stuff that you make, but about the stories you tell ~ Seth Godin NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 19. The Anatomy of Reputation Harness the power of press releases and traditional media mentions •Traditional media mentions still carry great power •Write press releases (and put them on your blog) •Media mentions with links to your website increase web credibility •Traditional media is LOOKING for news •Set up Google Alerts NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 20. The Anatomy of Reputation Harness the power of press releases and traditional media mentions NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 21. The Anatomy of Reputation Word of mouth marketing will always be the most powerful form of marketing. Are you listening? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 22. Listening is as Important as Marketing NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 23. Listening is as Important as Marketing •Where we are doing good? •Where we need to improve? •Who our audience / customer base is? •What our customers need want? •Where we may need to do damage control? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 24. Online Review Sites Where Should You Be Listening NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 25. Online Review Sites Where Should You Be Listening •Yelp •Trip Advisor •Hotel Sites •Hotels.com •Travelocity •Priceline •Google Places •Foursquare •Facebook •Twitter •LinkedIn •Blogs •Your Web Site •Better Business Bureau •Consumer Reports •Industry Specific NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 26. Dealing with Negative Reviews Where Should You Be Listening •Is there merit? •If not ask for facts and correction •If yes offer to discuss and correct •Be ready to respond •Results can be loyal ambassadors Bad reviews are an opportunity for growth and changing perceptions NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 27. What is Next? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 28. What is Next? Optimize your Brand Online •Text (BLOG) •Images •Video •Audio •Content Marketing Take Control of Your SERP (Search Engine Result Page) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 29. What is Next? Monitor Mentions FREE •Google Alerts •SocialMention.com •Mention.net IN DEPTH •ReviewPro.com •TrackUR.com Listen and respond NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 30. What is Next? Promote Customer Reviews •Send customers email link •In house signage •Testimonials on your website •Make it easy Take initiative and ownership to encourage customer reviews NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 31. What is Next? Respond •Quickly •Personally •Appropriately Deepen positive experiences and address negative experiences NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 32. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 33. Contact Info mayhem@nectarmedia.co 509.869.1572 http://nectartastingroom.com http://spokanewinemagazine.com http://nectarmedia.co @nectarmedia Facebook.com/NectarMedia YouTube.com/NectarMedia