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PM EXPO 2012 Managing your Reputation & Brand in a Social Media World

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Reputation Management is becoming a key component in every marketers tool box. This slideshow dives into reputation management tips and strategies for professionals in the real estate space. The slideshow covers 3 main topics: What is reputation management, Why it matters, and what you can about it. If you like the presentation shoot me an email at steve [at] neighbourhoodbuzz [dot] com

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PM EXPO 2012 Managing your Reputation & Brand in a Social Media World

  1. 1. Managing your Reputation & Brand in a Social Media World Prepared by: Steve Ballantyne, Director of Business Development at Neighbourhood Buzz Trusted by Canada’s best property management companies. Copyright © Neighbourhood Buzz Communications. 2012.
  2. 2. You’re busy, we appreciate your time today.Building Marketing Assets 2
  3. 3. http://www.youtube.com/watch?v=s-28iF9Xl3cBuilding Marketing Assets
  4. 4. What this presentation is about What is an online reputation Why it matters What you can doBuilding Marketing Assets
  5. 5. In the beginning…Building Marketing Assets
  6. 6. We’ve always been social…Building Marketing Assets 6
  7. 7. @georgesbarberBuilding Marketing Assets 7
  8. 8. @greedisgoodBuilding Marketing Assets 8
  9. 9. @oldspiceguyBuilding Marketing Assets
  10. 10. The shift in communication #scaryBuilding Marketing Assets 10
  11. 11. Reputation Management Challenge #1: Technology is everywhereBuilding Marketing Assets
  12. 12. Reputation Management Challenge #2: Everyone is OprahBuilding Marketing Assets
  13. 13. Reputation Management Challenge #3: The Generation GapBuilding Marketing Assets
  14. 14. Reputation Management Challenge #4: You can’t make everyone happy all the timeBuilding Marketing Assets
  15. 15. Ellen’s take on GoogleBuilding Marketing Assets
  16. 16. Where we could be #hopefulBuilding Marketing Assets
  17. 17. Defined: Reputation managementReputation management is the practice of understanding orinfluencing an individual or business’ reputation. It was originallycoined as a public relations term, but advancement incomputing, the internet and social media made it primarily anissue of search results. Although it is often associated with ethicalgrey areas such as astroturfing review sites, trying to censornegative complaints or using gamey SEO tactics to influenceresults, there are also ethical forms of reputationmanagement, such as responding to customercomplaints, asking sites to take down incorrect information andusing online feedback to influence product development.Source: WikipediaBuilding Marketing Assets
  18. 18. What makes an online reputation?Building Marketing Assets 18
  19. 19. What makes an online reputation?Building Marketing Assets
  20. 20. The most reputable company… … in the world. Source: RepTrakBuilding Marketing Assets
  21. 21. The most reputable brands in Canada? Source: RepTrakBuilding Marketing Assets
  22. 22. Building Marketing Assets 22
  23. 23. CBC Marketplace BlogBuilding Marketing Assets 23
  24. 24. Facebook & TwitterBuilding Marketing Assets 24
  25. 25. Search engine resultsBuilding Marketing Assets 25
  26. 26. Let’s take a look in the mirrorBuilding Marketing Assets
  27. 27. Why should I be concerned with my online reputation?Building Marketing Assets 27
  28. 28. How prospects look for apartments todayBuilding Marketing Assets 28
  29. 29. Marketers have lost control “One in two buyers are in some way influenced in their buying decisions by rating and review sites; brand integrity now resides in the public domain.” Dennis Smillie Source: Statisfacts (www.statisfacts.com)Building Marketing Assets
  30. 30. What you can do? NOTHINGBuilding Marketing Assets
  31. 31. ZMOT: The new buying process http://www.youtube.com/watch?v=g40rrWBx2okBuilding Marketing Assets
  32. 32. Influencing your reputation … start listeningBuilding Marketing Assets 32
  33. 33. Who are we listening for? Dissatisfied customers Sales leads Brand champions & evangelistsBuilding Marketing Assets
  34. 34. Dissatisfied CustomersBuilding Marketing Assets 34
  35. 35. Dissatisfied CustomersBuilding Marketing Assets 35
  36. 36. Sales leadsBuilding Marketing Assets
  37. 37. Brand EvangelistsBuilding Marketing Assets 37
  38. 38. How do we listen online? Free: Google alerts, Hyper alerts Low cost: Hootsuite Enterprise: Salesforce / Radian6Building Marketing Assets 38
  39. 39. Google AlertsBuilding Marketing Assets 39
  40. 40. HootsuiteBuilding Marketing Assets 40
  41. 41. Radian 6Building Marketing Assets 41
  42. 42. Google AlertsBuilding Marketing Assets
  43. 43. How can I influence my online reputation?Building Marketing Assets
  44. 44. How do we influence review sites?Building Marketing Assets 44
  45. 45. Building Marketing Assets
  46. 46. Can I pull a review down?Google Places – “Flag as inappropriate” Google will reviewYelp – if it violates terms for service or content guidelinesMyhood.ca – indicate “no” under helpful, will investigateBedbug registry – contact site, will mark as “disputed” Author can always take down their review. Try reaching out to them directly. Building Marketing Assets 46
  47. 47. Can I respond to a review?YesGoogle Places – “Business Owner Response”Yelp – Publicly & privatelyBedbug registry – publiclyNopeMyhood.ca – contact site only Building Marketing Assets 47
  48. 48. How do I influence search? … produce your own unique content Produce your own unique contentBuilding Marketing Assets
  49. 49. **Super secret special Bonus**Building Marketing Assets
  50. 50. How do I influence social? … engage!Building Marketing Assets
  51. 51. See the magic in actionBuilding Marketing Assets 51
  52. 52. Bonus #2: How to address negativity1. Say thank you2. Address the complaint3. Inform on action you/they should take4. Promise a brighter futureAlways be polite!Building Marketing Assets 52
  53. 53. How do you get more positive reviews? … ask!Building Marketing Assets
  54. 54. What could be! Listen to all online chatter about your brand Influence to create the web presence you want Positive testimonials around the web Maintain a watchful eyeBuilding Marketing Assets 54
  55. 55. The integration continues…Building Marketing Assets 55
  56. 56. The integration continues…Building Marketing Assets 56
  57. 57. Benefits Increase sales: Prospects have researched you online and are “warmed up” before they meet you Avoid losing prospects: Replace and address negative comments Cost-effective & authentic marketing: Find brand champions and reward to pro-actively influence conversationBuilding Marketing Assets 57
  58. 58. Where are we going? More ‘American Style’ review sites ie: www.apartmentratings.com More chatter across the social web Mobile & Twitter increasing speed More power to the peopleBuilding Marketing Assets 58
  59. 59. http://www.youtube.com/watch?v=JSnB06um5r4Building Marketing Assets
  60. 60. Thank You! steve@neighbourhoodbuzz.comBuilding Marketing Assets 60

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