Brand Protection PART 1: The Trouble With Reputation Management
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Go beyond scores and ratings - here are 5 things teams can do to protect the community and company brand.
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Brand Protection PART 1: The Trouble With Reputation Management
- 1. Part 1
- 2. OUR BIG IDEA
- 4. 81% Research online before contacting the community 71% Trust online ratings and reviews 32% Trust the community or company’s website 2017 Online Renter Study, SatisFacts Beyond reviews
- 6. 90% Executives said reputation risk is their biggest business challenge 26% Brand’s market value attributed to reputation 97% Online reputation is extremely important to their business Beyond reviews Deloitte, 2012 Forbes Insights,2014 Tripadvisor, 2018
- 7. 5 KEYS
- 8. words matter
- 9. Place your screenshot here Value the written word over the star rating 73% Fan and Fuel, 2017
- 10. words matter ⊙What story do you want your resident to tell? ⊙“I don’t pay attention to the ‘would recommend’ score ⊙Residents are more apt to write a review based on extremes ApartmentRatingsVisitors Study, 2018
- 11. missing pieces
- 12. Place your screenshot here #1 reason Buyers don’t engage with businesses more frequently IRRELEVANT CONTENT marketo.com, 2017
- 13. missing pieces ⊙Does your online story tell the whole story? ⊙81% researched online before making contact ⊙Prospects want it all so they can determine for themselves what’s most important 2017 Online Renter Study, SatisFacts
- 14. the real deal
- 15. Place your screenshot here Most important to renters when researching VERIFIED RESIDENT REVIEWS ApartmentRatingsVisitors Study, 2018
- 16. the real deal ⊙Are your reviews trustworthy? ⊙51% can not tell if a review is fake ⊙Readers pick up on “echoes” - same story means it must be true. ApartmentRatingsVisitors Study, 2018
- 18. Place your screenshot here Would not rent at a community with zero reviews 68% ApartmentRatingsVisitors Study, 2018
- 19. low hanging fruit ⊙Do residents and prospects know how easy it is to write a review? ⊙66% would if asked, 82% have never been asked ⊙Incite action by using the word “because” 2017 Online Renter Study, SatisFacts
- 21. Place your screenshot here Changed their opinion about a brand after the company responded to a review 70% Brightlocal,2017
- 22. quality of service ⊙Can responding really make a difference? ⊙#1 great customer service, #2 care about residents, #3 the trustworthy management ⊙Responding is an opportunity to market to the reader, not set the record straight 2017 Online Renter Study, SatisFacts
- 23. KEY TAKEAWAYS
- 24. Key takeaways ⊙Reputation management is reactive, protecting your brand is proactive ⊙Reputation is determined by the stories people tell ⊙Focus on the onsite experience