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Successfully Manage your Online Reputation - Senior Living

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  • 1. GetG5.com5 Steps to SuccessfullyManage your Online ReputationPresented: April 30, 2013Beyond Ratingsand Reviews:
  • 2. GetG5.comAgendaWhy Online Reputation Management is So ImportantThe 5 Steps to Successfully Managing YourOnline ReputationOnline Reputation Management ChecklistKey Takeaways
  • 3. GetG5.comWhy Online Reputation ManagementIs So Important
  • 4. GetG5.comMarketinghas changed.
  • 5. GetG5.com* Forrester, 2011Age of the Customer
  • 6. GetG5.com* eMarketer, 2012 ** Zoomerang ***ThirdAge and JWT BoomAge of the Baby BoomerAt nearly 80%, Baby Boomers spend more time andmoney online than any other generation; this percentageis likely to stay the same through 2015.*96 percent of Baby Boomers participate in word-of-mouth or viral marketing by passing product or serviceinformation on to friends**By 2015, 40% of the Baby Boomers will use theInternet via mobile.***
  • 7. GetG5.comThe Internet is the mostimportant source of informationfor Baby Boomers when theymake a major purchase**Zoomerang
  • 8. GetG5.com
  • 9. GetG5.com
  • 10. GetG5.com75% of people don’t believethat companies tell the truthin advertising.** Yankelovich
  • 11. GetG5.comConsumer reviews are12 times more trusted thandescriptions that come from thebusiness or manufacturer.** eMarketer, Feb 2010
  • 12. GetG5.com* eMarketer, 2/10 ** Caring.com Research, May-June, 2012 *** Caring.com Research, May-June, 2012Nearly 90% of Americans say online reviewsinfluence their purchasing decisions*94% of family caregivers say online reviewsare trustworthy information and helpful to theirsearch for a senior care provider**About 50% of the senior living industry’sreferrals are coming from the Internet***
  • 13. GetG5.com5 Steps to Managing YourOnline Reputation
  • 14. GetG5.comThe 5 Steps:1 Set yourself up for success2 Monitor the conversation3 Engage and participate4 Take ownership of your online reputation viapositive online reviews5 Deliver amazing experiences
  • 15. GetG5.comSet Yourself Up For Success1
  • 16. GetG5.comMonitor and claim online profiles:& OtherSenior Sites
  • 17. GetG5.comClaim, optimize, and maintain your
  • 18. GetG5.com* Nov 2011 Bloomberg Business ReportGoogle’s search share is 65.3%compared with 15.2% for Yahooand 14.8% for Bing*Google has 97% mobile searchmarket share.**** Stat Counter Global Stats, Top 5 Mobile Searches from Aug 2010 to July 2011
  • 19. GetG5.comGoogle+ Local pages areviewed millions of times a day.Google+ has more users than Twitter.**Google 2011 Data
  • 20. GetG5.comUser-GeneratedOwner-Generated
  • 21. GetG5.comMonitor the Conversation2
  • 22. GetG5.comMonitoringSet up Google AlertsSet up accounts at all major review sites (Google,Yahoo, Caring.com, etc) and set up alertsCheck your Google+ Local Pages regularly for newposts/reviewsCheck other industry review sites
  • 23. GetG5.comMonitoringMonitor social media conversations
  • 24. GetG5.comDon’t just hear - listenLook for (and record) trends inthe conversationIdentify areas where theresident experience can beimprovedCreate action plans based onwhat you find
  • 25. GetG5.comEngage in the Conversation3
  • 26. GetG5.comWhen should you respond?When it’s on a channel that yourbrand controlsWhen it’s a positive review(acknowledge and thank)When it’s a complaint for which youhave a solution or remedyWhen it’s a question that you cananswer in a timely and concise way
  • 27. GetG5.comWhen should you not respond?When it’s obviously spam or anadvertisementWhen profanity or offensive languageare being usedWhen you suspect it’s fraudulentWhen the comment is overlyaggressive and emotionally charged(thus requiring an offline conversation)
  • 28. GetG5.comHow do you respond?Do’s:Thank people for positive reviewsOffer solutions publicly to any problemsraisedReach out personally to the person who postedthe reviewPropose solutions to improve service going forwardBe professional and courteousBe transparent, open and honest
  • 29. GetG5.comHow do you respond?Don’ts:Respond to positive reviews with just “Thanks”Be defensiveBe sarcasticWrite a long, drawn-out public response
  • 30. GetG5.comTake Ownership with MorePositive Reviews4
  • 31. GetG5.comFewer Senior Living Reviews currently than in otherindustriesReviews “live longer”Opportunity to dominateThe Opportunity
  • 32. GetG5.comAfter solving a problemAfter getting positive feedback froma resident or family membersAfter they move inAsk for positive reviews
  • 33. GetG5.comG5 Reputation Manager
  • 34. GetG5.comCreate amazing experiences5
  • 35. GetG5.comChange theEXPERIENCEChange theCONVERSATION
  • 36. GetG5.comYou have to createexceptionalexperiencesat everydigital touchpoint
  • 37. GetG5.comThe Customer LifecycleSEARCHER PROSPECT RESIDENT& FAMILYMEMBERSADVOCATE
  • 38. GetG5.comWhat’s yourDXMstrategy?®
  • 39. GetG5.comReputation Management ChecklistAre You Prepared?
  • 40. GetG5.comAre you set up for success? Have youclaimed (and are you maintaining) siteslike Google+?Are you monitoring the conversation?Are you engaging regularly andappropriately?Do you have a Digital ExperienceManagement strategy in place to takeownership of your online reputation?Ask yourself:
  • 41. GetG5.comThe Bottom LineA strong online reputation allows youto increase rent and revenuewithout adversely affecting occupancy.
  • 42. GetG5.comMarketing has changed. Your customerhas a very loud digital voiceConsistent, strategic monitoring andengagement are critical to managingyour online reputationNegative reviews should be a catalystfor positive changeA Digital Experience Managementstrategy will help you change theconversationKey Takeaways
  • 43. GetG5.comG5 Reputation Manager ™:Shine online.
  • 44. GetG5.com
  • 45. GetG5.cominfo@GetG5.com+1 800.608.8718 info@GetG5.comContact G5 for a free Digital Experience Assessment