Reputation Management - How to Make Local Businesses Give a Damn

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Small & medium business owners are busy people with very little time to spare. You need to show them that managing their business's reputation online is one thing they NEED to be doing. Whether it's improving their listing visibility, responding to reviews to increase customer satisfaction, monitoring their competition, or using social media to create new leads, reputation management is fast becoming a necessity for businesses in this digital age.

Published in: Business, Technology

Reputation Management - How to Make Local Businesses Give a Damn

  1. 1. MANAGEMENTREPUTATION@vendasta vendasta.com
  2. 2. Thomas H. 3:45pm on February 7th, 2013Susan M. 11:02am on March 22nd, 2013Gunner 1:30am on May 4th, 2013Just had the worst meal of my life at @WilkinsonsRestaurant #sogrossBest poutines ever at the Fry Shop! EVERYONE needs to try it!BACON!EVERYONEHASANOPINION...and their dog
  3. 3. but not justhere anymore...
  4. 4. ...or here
  5. 5. THEY’RESHARINGTHEMHERE and HERE and HERE
  6. 6. ...and HERE
  7. 7. 1.1+BILLION50+MILLION33+MILLION58MILLION925kusers on Facebookunique users on TripAdvisorlocal reviews on Yelptweets sent per daynew Google + users every day
  8. 8. DIDYOUKNOW2/3 of people are morelikely to buy from astore if they findpositive commentsabout it onlineAnd 1/2 are less likelyto buy if comments arenegative
  9. 9. DIDYOUKNOW2/3 of people are morelikely to buy from astore if they findpositive commentsabout it onlineAnd 1/2 are less likelyto buy if comments arenegativeA1STARimprovement of arestaurant’saverageYelpscore increasesrevenue by5-9%
  10. 10. CONSUMERSCONVERSATIONSthe fact is,control
  11. 11. and usersmore thanTRUSTUSERGENERATEDCONTENTTRADITIONALMEDIA
  12. 12. so when a tweet goesout like this:
  13. 13. or a statuslike this:
  14. 14. or a reviewlike this:
  15. 15. or a reviewlike this:
  16. 16. a business should knowWHEREITCAMEFROMHOWTOHANDLEITAND
  17. 17. REPUTATION=REPUTATION=What you say about yourself(Digital Footprint)What others say about you(Digital Shadow)
  18. 18. go hand in handVisibilityReputationWinning!100%0%ScamShameWhen many of youronline profileshave user content,your reputationdrives results.The goal is tomaximize visiblityand reputationREPUTATION&PRESENCE
  19. 19. HOW DOYOU DEVELOP A WINNINGREPUTATION THAT’S BOTHANDPOSITIVE VISIBLE?
  20. 20. FOCUSON:Listing & VisibilityReviews & MentionsCompetition MonitoringSocial Marketing
  21. 21. 1 Visibility
  22. 22. visibilityis about making sure yourcustomers can find you
  23. 23. MAKESUREYOU’RELISTEDwhere you need to be
  24. 24. MAKESUREYOU’RELISTEDwhere you need to beLISTINGSAREACCURATEand make sure those
  25. 25. Wilkinson’s Family RestaurantThere’s nothing worse than 4different listings and wrongcontact infoWilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361
  26. 26. Wilkinson’s Family RestaurantThere’s nothing worse than 4different listings and wrongcontact infoWilkinson’s Family Restaurant2240 Wilson Blvd., Seattle, Washington, 41322Wilkinson’s Family Restaurant155 3rd Avenue South, Seattle, Washington, 41241Wilkinson’s Family Restaurant505 3rd Avenue, Seattle, Washington, 41972Wilkinson’s Family Restaurant182 Wilson Blvd. North, Seattle, Washington, 41361it drives customersCRAZY
  27. 27. ACCURATELISTINGSmake customers happyand google happyThe more consistent yourlistings, the higher up ingoogle you’ll appear
  28. 28. 2 Reviews &Mentions
  29. 29. 3STEPS to review successENGAGE TOOLSthe reviewerthink of reviewsas management12Why engage?Good ReviewsAccoladesGoal settingStaff trainingPolicy issuesWhat would you doif someone was inyour store reviewingit right now?Bad ReviewsHARVESTuser-generated content3Encourage customersto leave online reviewsPublish reviewhighlights in yourmarketing material
  30. 30. 3 Monitoring theCompetition
  31. 31. MONITORTHECOMPETITIONAND THEN OUTDO THEMPost more social updates than they doAim for better reviewsWatch for their offers, then jump in at theright timeCompare placement in searches for differentkeywords and develop content around yourweaker ranking terms
  32. 32. 4 SocialMarketing
  33. 33. it’s one thing to MONITORyour online reputation...then you have toBUILDIT
  34. 34. SOCIALMARKETINGis about three things:successful
  35. 35. SOCIALMARKETINGis about three things:successfulBuildingFans
  36. 36. SOCIALMARKETINGis about three things:successfulGeneratingLeadsBuildingFans
  37. 37. SOCIALMARKETINGis about three things:successfulCustomerServiceGeneratingLeadsBuildingFans
  38. 38. there areto build fans3KEYWAYS
  39. 39. POSTANDCONTENTINTERESTINGRELEVANT1....And rememberto vary your postsNo one would watch aTV` channel with 24/7 commercials,so why would they do that online?Throw in some entertainment
  40. 40. Turn potential customersand loyal fans into activeBrand AmbassadorsCONNECT WITHINFLUENCERS2.
  41. 41. CREATEAND SOCIALCOUPONS,DEALS,OFFERS3.
  42. 42. NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollars
  43. 43. NOW HAVING A FAN BASE IS GREAT,but likes dont always = dollarsBESIDES,WHO’S REALLY GOING TO LIKE Aplumber locksmithOR AON FACEBOOK ANYWAY?
  44. 44. (also, that looks like a top hat :)areon social mediaCONSUMERSDECLARING
  45. 45. and thoseintentions are
  46. 46. Do you know howmany people tweetabout locking theirkeys in their car?
  47. 47. LOTS.LOTS.LOTS.LOTS.LOTS.LOTS.
  48. 48. How many people aremoving to San Franright now?
  49. 49. LOTS.
  50. 50. Social Media gives localbusinesses the revolutionaryopportunity to connect withwho are ready andwilling to purchasenearby customers
  51. 51. ANDONCEYOU’VECONNECTED,YOUBETTERKEEPTHEMHAPPYFacebook,Twitter, etc. are incredible customerservice tools to strengthen your reputation.
  52. 52. 65%think social mediais better thancall centers
  53. 53. SOWHAT’STHERECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are.Today,brands are largely defined by consumers.
  54. 54. SOWHAT’STHERECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are.Today,brands are largely defined by consumers.2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying,as wellas how to manage that info and build their reputation as well.
  55. 55. SOWHAT’STHERECAP?1. Consumers control conversationsBusinesses brands are no longer exclusively what they say they are.Today,brands are largely defined by consumers.2. Monitoring your reputation isn’t enoughBusinesses need to know what their customers are saying,as wellas how to manage that info and build their reputation as well.3. Social media isn’t just about followers and likesIt can also be used to generate leads and conduct customer servicein order to gain return on investment.
  56. 56. REPUTATIONMANAGEMENT!there is no greater time forto get involved withSMALL BUSINESSES
  57. 57. Contact UsGeorge LeithDirector of Salesgleith@vendasta.com306.955.5512 ext. 121vendasta.com

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