Reputation ManagementImproving and Protecting your Brand Reputation
Experienced TeamWorked with 14 Manufacturers 76 ofthe Top 100 Over 4,000 dealerships
What Would You Do If…• This article was run in your local paper? Do NOT shop at• This billboard was ABC Dealership! in front of your dealership?
Which Reviews will more customers see? Internet Newspaper OR Less than 10% use the paperOver 90% of AutomotiveConsumers use the internet (average Google maps listing shown 15k per month)
Which dealer would you choose?Dealer A Dealer B• 1 of 5 stars • 4.5 of 5 stars • 18 reviewsBEWARE: CROOKED PEOPLE • Owner verified listing RIP OFF CITY!!!!!! • Custom comments • Aggregated positive reviews
What is Reputation Management?There are four common ways consumers learn about a dealerships reputation: 1. Search Engines 2. Review Websites 3. Social Networks 4. Blogs & Forums
What do customers see when they search for your dealerships name?
1. Search Engines
WHAT IS ON PAGE ONE?•Google Maps•Reviews•Social Networks•MicroSites/Blogs•Competitors•Lead ProvidersDealers must control Google page one toavoid the risk of negative reviews.
Search Results Dealers Name “Awful and Rude” “Would not send my enemy to ABCDealer”“the GM was testy, arrogant, snotty and unprofessional”
DominatesFirst 7 results
DominatesAll results ExceptSEM/PPC
2. Review Websites
2. Review Websites “I will NEVER buy a car from there again and will be spreading the word like wildfire in every avenue that I can.” 2:TIP 1:Share Positive Reviews on FacebookHelpful Review?
Bottom Line StrategyDealers need a reputation management strategy and process to protect andpromote their reputation on Page One Results for their name by:1. Dominating Page One for their dealership name and market/brand searches2. Improve their reviews by inviting positive reviews and correcting negative ones3. Voting for positive reviews and sharing them with their network4. Integrating Reviews into the dealerships marketing
3. Social Networks
4. Micro-Sites, Blogs & Communities3. Blogs & Communities When customers Google some dealerships they find their dealerships blog. In addition to positive promotion, it fills a slot on Google Page one to help dominate the results.
Reputation Management Diagnostic Rate your dealership 1-10 and define what you need to do to become a 10 Rate Does your Dealership have… Actions Needed to be a 10 1-10A clearly defined Reputation Management Plan?A dedicated Reputation Management Champion?A step-by-step Reputation Management Process?Accurate registrations with all major review sites with all major reviewwebsites?Updated dealership info on all major review sites with positivedescriptions, photos, videos?Employees which are educated on dealership reputation managementstrategy & process?An effective process to ask satisfied customers to share their positiveexperience on review websites?A process to take customers pictures with their new vehicle and send it tothem along with instructions for posting a positive review?A reputation management website that educates customers how to give youa positive review?
Reputation Management Diagnostic Rate your Dealership 1-10 and define what you need to do to become a 10 Rate Does your Dealership have… Actions Needed to be a 10 1-10An effective email & phone follow up process to remind customers to sharepositive reviews?A process to monitor all reviews and comments about the dealership online?A process to contact and correct customer problems so reviews can be madepositive?Control of all the Google page one results for your dealerships name?Optimize positive videos of the dealership so they appear on page oneresults?Optimize positive press so it appears on page one for dealership searchresults?A process to post positive content on social networks (pictures/videos ofcustomers)?Ask customers to join your social networks and share their positiveexperience?Post positive content on blogs and local communities that help consumersrather than only trying sell them (tips & tutorials)?
Reputation Management Plan
Reputation Management GoalsA Winning Reputation Management StrategyThe right strategy begins with clearly defined goals and objectives.Goals1. Search Results Management: To have positive search results on Google page one search results for the dealerships name and the executives2. Review Website Management: To have positive reviews on all major review websites3. Social Media Management: To have positive content distributed through the top social networks about the dealership and the executives4. Blog & Forum Management: To have positive content distributed through the top blogs and forums about the dealership and the executivesStrategyThe right strategy includes the right people, process, tools and training.
Search Results ManagementGoal #1: Search Results ManagementOwn Google Page One Results for:• Dealership Name• Dealer NameFill Page One Results with Sites you controlDealerships optimize their Google page one results for their own name to ensure positive content on pageone results with multiple websites including:1.Their main dealership website2.Websites that have a lot of search authority3.Micro-sites & Blogs4.Social Media web pages (Facebook and Linked In)5.You Tube6.File Sharing sites like www.SlideShare.com7.Press8.Non profits, universities, hospitals9.www.AutomotiveAdvertisingNetwork.com
Goal is to dominate page with sites you can control.
Review Site ManagementGoal #2: Review Site ManagementTo have positive reviews on all major review websites, claim, edit or place yourself on theappropriate sites.Dealership encourages and equips customers to post positive reviews on top reviewsites.1.Google Place2.DealerRater.com ($99./month)3.Insiderpages.com4.Yelp.com5.Merchantcircle.com6.Local.yahoo.com7.Citysearch.com8.Superpages.com9.Judysbook.com
A Place Page is a webpage for every place in the world, aggregating allthe relevant information about it. Google Place carries the strongestsearch authority in all review sites. Only reviews generated directly onGoogle Place get star rankings.
Insider Pages has millions of reviews on local businesses in yourcommunity. Insider Pages indexes well and carries significant weight.
Yelp is an online urban city guide that helps people find cool places to eat, shop,drink, relax and play. The popularity of Yelp has forced change in Googles Reviewpolicies. This site needs to be in your top 3 for management.
Merchant Circle is the largest social network of local business owners in thenation, combining social networking features with customizable web listings thatallow local merchants to attract new customers. Merchant Circle is an onlinenetworking opportunity for local business. Think Chamber of Commerce mixer.You can offer specials/coupons to members and join the circle or networks ofother businesses.
Local guide to businesses, reviews and local events. Aggregates data frommultiple sources.
City Search is the essential local guide for living bigger, better and smarter inyour city. Covering more than 75,000 locations nationwide, City Searchesprovides editorial recommendations, candid user comments and expert advicefrom local businesses
Superpages.com is a local expert resource for finding information on businessesfrom driving directions and hours of operation to Web links and customer reviews.
Judy’s Book is a social search tool to help you give and receive recommendationson local businesses, services, and day-to-day needs.
Social Media ManagementGoal #3To have positive content distributed through Top Social Networks. Turn fans into customers and customers into Fans who promote you totheir freindsReputation on Social NetworksDealerships create custom pages on the top social networks and actively create content that promotes the dealership in a positive light andappear on Google page one results for your dealerships name due t their search authority.Facebook is a Social Media tool with a lot of search authority. Google likes Facebook because it provides real time content.Goal:Attract and engage more fans that actively promoteyour dealership to their friends.Strategy:Use viral promotions to attract more fans and uploadvaluable content that builds your dealerships brandand connection with its fans.Tactic:Conduct viral contests that incent people to share withtheir friends. Create and promote positive content thatis interesting and easy for fans to promote to others intheir network.
Social Media ManagementTwitter is a Social Media tool with a lot of search authority. Google likes Twitter because itprovides real time content.Goal:Influence and affect online dialogue to create positivereviews on Social Media Sites.Strategy:Listen, Monitor, Participate, Engage and Connect withthe Community.Tactic:Read what consumers are saying about your brand.Use this information to change or encourage behaviorwithin the store.Communicate, respond talk to your consumers thankthem for kind words and work to resolve problems.Participate in community discussions. Be helpful.Remember, this is a two way conversation. Pictureyourself at a cocktail party, not behind a monitor. Benice.
Blog & Forum ManagementGoal #4To have positive content distributed through one more slot filled with positive content on Google Page One results.Reputation on Blogs & Communities:Dealership creates positive content that is educational, informative, helpful and full of keywords. Examples includecommunity involvement, advice, suggestions, helpful facts and tips. If blogs are built properly and optimized for yourdealerships name, they will also appear on Google page one for your dealerships name. WordPress and Ning are twopopular platforms for building social sites.
Reputation Management ProcessEveryone in the dealership should know what the Reputation Management process is and how itworks. Below is a summary of a process you can use at your dealership. Phase Process GET READY Build a Reputation Management Website that gives simple instructions for posting a review. Example: www.DealerReviews.com Create a small post card that gives instructions to consumers to post positive reviews. The easiest message Phase 1 is to send them to your www.DealerReviews.com Create email templates to follow up with a reminder to visit the website and submit the reviews Create a phone guide to follow up with a friendly reminder to thank the customer for their business and to remind them about the positive review REQUEST REVIEW At the time customer is taking delivery of their vehicle or paying for service repair, confirm their satisfaction and ask them to share their opinion on review sites Phase 2 Ask for permission to email and call the customer with a friendly reminder Gather happy customers email, cell phone so you can follow up with a reminder Give happy customers a reputation management post card with instructions FOLLOW UP Send email with instructions to visit website and post review Phase 3 If review is not posted within 3 days send another friendly reminder If review is not posted in 5 days call the customer
Reputation Management Challenges & Solutions Challenges SolutionsNot Requesting Enough Reviews Implement and Inspect process Talk to employee in question; determine resolution; contact customer; askResponding To Negative Reviews them to update review Monitor; Listen; Respond. “Like” good reviews. Create websites that arePremium Google Page One Placement - Positive Reviews optimized for your name or create pages on other high ranking sites for your name Create positive websites and pages on high ranking sites to push downBurying Negative Reviews On Google Page 2 negative review sites Direct traffic to ILoveABCMotors.com and include directions to differentGetting Reviews On Sites That Require Customer Registration/Log In review sites that you rotate on the site Train; show value; have salesperson or service advisor Google their ownGetting Buy In From Dealership Personnel name and “see themselves” mentioned in review Do not complete reviews within dealership or on dealership laptops. TrainGlobal Black Listing On Review Sites staff right way to do it. As review sites often change their rules and policies to maintain SearchPositive Reviews “Disappearing” Authority with relevant content. (example, one site dropped all reviews that came from in-active content writers) Contact Review Site if review is content is libel; slander or inaccurate.Unreasonable Negative Reviews After you have attempted to contact customer.Lack of Focus Appoint a Reputation Management Champion or outsource the position Sign up for industry communities like ADM, DrivingSale, DealreRefresh &Staying Current In Social Media DealerElite.net
Reputation Management Action Plan DefineReputation Management Plan
Reputation Management Action Plan2. Implement a step-by-step Reputation Management Process
Reputation Management Action Plan3. Register with all major review websites
Reputation Management Action Plan4. Update dealership info on allmajor review sites with positive descriptions, photos, videos
Reputation Management Action Plan 5. Train all employees so they are educated on dealership’sreputation management strategy and process
Reputation Management Action Plan6. Implement effective process to ask satisfied customers toshare their positive experience on review websites
Reputation Management Action Plan7. Implement a process to take customers pictures with theirnew vehicle and send it to them along with instructions for posting a positive review
Reputation Management Action Plan 8. Create a reputation management website thateducates customers how to give you a positive review
Reputation Management Action Plan9. Implement effective email and phone follow up process to remind customers to post and share reviews
Reputation Management Action Plan NOW 10. Every dealership employee to call 3 customers today and solicit a positive review. GM,GSM, Service Director, Advisors, Desk Managers etc... everyemployee to get 3 reviews today.
Reputation Management Action Plan 11. Implement a process tocontact and correct customerproblems so reviews can be made positive
Reputation Management Action PlanRESULTS: Control of all theGoogle page one results for your dealerships name… and reputation!
Review Site Management ToolsFace to Face Review Request:“We want to make sure you have a 5 star experience with me and everyone at the dealership. How was everything?Is there anything else we can do to make your experience better?If customer responds with anything negative, work to immediately resolve and make them happy.Once the customer is able to say they are happy ask them for a review. “That is great because most of our business comes fromword of mouth and our reputation in the area. If it is not too much to ask, would you mind writing a review of your experience withme and our dealership?If customer says yes…“to make it easy for you we built a website called www.ParagonHondaReviews.com”Can I email you a link to it?If yes - What is your primary email address?Thanks! Is it ok if I follow up to make sure you received my email?Oh, and here is a post card with the website address to our review website, www.ParagonHondaReviews.com.You can visit there any time that is convenient for you.
Review Site Management ToolsEmail TemplatesThe benefit of the email template is that it’s very consumer friendly. It allows for deep link to appropriate pageon review sites. It is another opportunity to thank the customer for their business and solicit reviews.Use pre-written email templates to:1.Thank Customer for their business again2.Confirm they are completely satisfied3.Ask them to call if they need anything4.Attach a photo of them and their vehicle (for sales) if you took one with your phone camera5.Remind them to give a positive review with instructions to the website, www.ILoveDealerName.comExample Email TemplateDear Customer,I have attached the picture I took of you and your car from my camera phone.Thanks again for allowing me to serve you today. Please let me know if there is anything else I can do for you.As promised, here is a link to the website where you can share your opinion of me and our dealership:www.ABCDealerReveiws.com.I know your very busy so thank you so much for offering to do this for me, I really appreciate it.Sincerely,Your Name
Reputation Management ToolsPhone GuidesMany successful dealerships use phone guides to ensure their customer calls are more effective.While making the dealerships normal follow up call the dealerships will:1.Thank the customer for their business2.See if they can answer any questions or help in any way3.Confirm their satisfaction4.Ask customer if they would share their positive experience with others on your reputation management site5.Remind them to go to www.DealerReviews.com
Reputation Management ToolsFirst Party Phone GuideHi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. How is everything with your car? Is there anything I can do to help you?I also wanted to check to see if you received the email I sent you with the link to the review website because my emails sometimes get caught in peoples spam filters.If yes, great… i know your busy and whenever you get a moment to post a review of your experience would be great and I really appreciate itNo… I will send it again right now and you can visit the website directly at www.DealerReviews.comI know you’re very busy and I want you to know I really appreciate you doing this for me.Third Party Phone GuideHi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. I am the customer service manager at the dealership and I want to make sure you are completely satisfied with your experience with us.How was your experience? Is there anything I can do to help you?If you had to rate your experience 1-5, how would you rate it?If less than 5 - How can we make it a 5? (make it a 5)If a 5 - That is great because most of our business comes from word of mouth and our reputation in the community. If it is not too much to ask, would you mind writing a review about your experience on the web?If yes – to make it easy for you just visit www.DealerReviews.com and there are simple instructions on where you can share your opinion with the world. I know you must be very busy, so thank you for considering taking the time… and please call us any time if there is anything we can do to help.Have a great day. Goodbye.
Reputation Management PeoplePeopleAppoint a Reputation Management Champion within your store. This person is responsible for educating the dealership;monitoring and correcting negative reviews and encouraging positive reviews. Your Reputation Management Championwill follow a process to Identify, Encourage and Equip customers to submit positive reviewsThe job description for the Reputation Management Champion is simple:Attract, Sell, Service, and Retain more customers thru a positive online reputation.Objective #1Have positive reviews visible to all consumers on all major search engines and review sites.Objective #2Generate as many positive reviews as possibleObjective #3Monitor, Respond and Resolve negative reviewsObjective #4Dispute negative reviews that cannot be resolved with unreasonable customers
Reputation Management Pay PlansPay plans can enforce behavior and create good habits. However, they also createshadow systems that often result in fabricated reviews that get dealerships blacklistedon the review sites. Not only will your dealership be blocked from review submissions,you will be broadcasted as being blocked due to fraudulent reviews. Consumers willliterally see a message that reviews cannot be submitted for this dealership due tofraudulent submission of reviews from said dealer. Most Review sites track IPaddresses; verify user info; require registration etc. DO NOT under anycircumstances write reviews on your customer’s behalf or submit them from thedealership.Below are the pros and cons of incentivizing positive reviews. Pro’s Con’s Enforce behavior Easily fabricated Create habits Global black-listing