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Superfast Business - Managing Your Digital Reputation

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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

w: www.superfastbusiness.co.uk
e: info@superfastbusiness.co.uk
t: 0845 603 8593

Published in: Business, Technology
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Superfast Business - Managing Your Digital Reputation

  1. 1. Managing your Digital Reputation Matt Young @cosmic_matty Serco Internal
  2. 2. What is superfast business? • Superfast Business is a European Funded programme of fully funded business support for SMEs • Delivered by Peninsula Enterprise, working with the Local Authorities broadband rollout project Serco Internal
  3. 3. Superfast Business Support • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:        Competitive advantage through take-up and exploitation of SFBB Increased productivity Improve access to new markets and business opportunities Increase competitive advantage for businesses in rural locations More flexible and environmentally friendly working practices Increased opportunity for innovation Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service Serco Internal
  4. 4. Support Available – 12 hours of support
  5. 5. Next Steps 1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials 2. Check your eligibility 3. Let us know what areas of ICT and technology you might be interested in Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Serco Internal
  6. 6. http://www.youtube.com/watch?v=G7KZR9 NwKQQ
  7. 7. Stay up to date • www.superfastbusiness.co.uk • twitter @superfastbiz • Facebook www.facebook.com/superfastbiz • join our LinkedIn group 'Superfast Business SW' • info@superfastbusiness.co.uk • 0845 603 8593 Serco Internal
  8. 8. Managing your Digital Reputation Serco Internal
  9. 9. 1. Monitor your reputation 2. Respond – what to do when it goes wrong.. 3. Be in control of your reputation Serco Internal
  10. 10. Places to review Serco Internal
  11. 11. • Use listening tools for sales opportunities and reputation management • Broadcast, but link back to your website & measure your success • Create a ‗content first‘ strategy. Create content and use many times • Look at video as an engagement tool Serco Internal
  12. 12. How do consumers research?? • Meet up with a new client/consultant? – Google them • Booking a holiday/hotel/campsite? – Look for reviews • Buying a new car? – Research it first – what car? • Getting a builder? – Check them out online • Dating someone new? – Check out on 192.com Serco Internal
  13. 13. Who cares about Your Online Reputation? • Consumers • Business partners • Stock holders • Marketers • Journalists • Prospective employers/employees • Co-workers • Personal contacts Serco Internal
  14. 14. 123people • screenshot Serco Internal
  15. 15. What is digital reputation? • What appears when you type in a keyword search…. – First Name Surname (if unique) – First name Surname, Location – First name, surname, Business – Business name • Reputation = – First page of Google results + Reviews + real time social media Serco Internal
  16. 16. Serco Internal
  17. 17. Google pulls reviews from all sorts of sites, and posts them under your listing Serco Internal
  18. 18. Make Managing Your Digital Reputation A Priority!! Serco Internal
  19. 19. Monitor Serco Internal
  20. 20. Old style. I‘m in control New style, Anyone can say anything, at any time…. Serco Internal
  21. 21. ‗Your digital reputation can be made or lost in a few minutes – with only 140 characters. Just as powerful, positive stories of good customer service can quickly build a positive digital reputation.‘ ‘you want to know what is being said about you after you leave the party’ Serco Internal
  22. 22. Your SERP ‘real estate’ • What‘s there for you? • Any confusion with people of the same name? • Any personal/professional crossover (winning a fishing competition, planning notice?) • Any bad news stories? • Any bad reviews? Serco Internal
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  25. 25. – – – – – – – – First name Surname (if unique) First name Surname, Location First name, Surname, Business Business name Business name, location Directors names Revenue generating staff Anything else? Your competitors? Create a spreadsheet Serco Internal
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  28. 28. Samepoint.com Set up email alerts Serco Internal
  29. 29. Use social media for sales • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan Serco Internal
  30. 30. Hashtag ideas Sector specific Campaign specific • #windpower • #greenenergy • #climatechange Media specific Geographic specific • #journorequest • #brixham • #prrequest • #devon • #southdevon • #devonhour Serco Internal
  31. 31. Serco Internal
  32. 32. • Google Maps • • • • Complete profile Remove any old profiles Include 5 categories Include reviews Serco Internal
  33. 33. • How do we automate monitoring? Serco Internal
  34. 34. • Monitor – Your name – Your brand – Your Directors – Set up queries – Once a week – Look at Google Alerts Serco Internal
  35. 35. Serco Internal
  36. 36. TweetDeck/Hootsuite Set up Searches ….. Visiting [brand] [brand or product or people] recommendations [City] hotel recommendations Need product[City] Competitors Serco Internal
  37. 37. Sign up to receive an email notification every time a new review is published for your property. ‗Manage your email notifications‘ Serco Internal
  38. 38. Respond Serco Internal
  39. 39. Why do customers leave??? Serco Internal
  40. 40. Serco Internal
  41. 41. Serco Internal
  42. 42. Choice between two properties? What % of people (interviewed) will choose the one with reviews? 68% Serco Internal
  43. 43. Trip Advisor: what‘s the average rating given by reviewers? 3.9 Serco Internal
  44. 44. % of users Cancelled because they have found better reviews? 54% “2010 Q4 Forrester/TripAdvisor Custom Online Survey Serco Internal
  45. 45. Serco Internal
  46. 46. • Problems – Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with. • Criticism – Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive. • Attack – While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback. Essentially, you or your company did something wrong, and someone is angry. Usually TWO or more things have happened to them • Trolling – The difference between trolling and an attack are that trolls have no valid reason for being angry at you. Also in this category are spammers, who will use a negative comment about your product or service (whether true or not) to promote a competing service. Serco Internal
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  48. 48. The AIR of dealing with complaints • Acknowledge – Thank them, and explain that you will investigate, give them a time frame if needed • Investigate – Investigate the issues, keep to the main issues not the subplots. • Respond offline and online – Respond to the issues and describe what you have done to change things so it will NEVER happen again Serco Internal
  49. 49. • Write it all up in Word first • Keep your tone even and professional • Respect their right to complain • Don‘t attack the person • Only respond to the issues – not the sub-plots • For Trip Advisor – needs to go in one response only • Can‘t ask more questions (on TA) Serco Internal
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  52. 52. Why does it work? • Samovar addressed specific issues raised by the reviewer – and let her know that they are already working on these issues to remedy and improve the customer experience. • The terrific response is also capped off by an open invitation for the reviewer to reach out to the business owner / manager directly, with the encouragement to sound out more questions and comments. Serco Internal
  53. 53. You probably should not respond if… • You are angry • You want to point out your opponent’s flaws • Your critic is nasty Serco Internal
  54. 54. Respond to criticism You should respond if… •There was a misunderstanding or error •You owe an apology Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place. •You can help someone else Defend others – it’s like money in the bank Serco Internal
  55. 55. • Write it all up online, keep your tone even and professional • Respect their right to complain • Don‘t attack the person • Only respond to the issue – not the sub-plots • Ask questions if you need to Serco Internal
  56. 56. If you don‘t want criticism……..don‘t court criticism Serco Internal
  57. 57. Think before you post!!! Serco Internal
  58. 58. Try something different… Use Video Serco Internal
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  61. 61. • Taco Bell - a rumor spread online questioning whether the fast food chain used real beef in its products. ―You don‘t want people to even be questioning if you‘re using beef in your tacos.‖ • Taco Bell president immediately went to YouTube with his response. • They also contacted their over 7 million fans on Facebook and ~150k Twitter followers. • As Dorie said, they already had an army of people who were favorably inclined toward Taco Bell. ―They were able to quickly reach them and dispel rumors.‖ Serco Internal
  62. 62. Don’t forget to respond to praise too Serco Internal
  63. 63. Be (nearly) in control Serco Internal
  64. 64. Improve your social media influence Serco Internal
  65. 65. • Remember Social Media Profiles rank highly Set up and fully populate (in your name and business name) • LinkedIn profile (and business) • Twitter profile – Bio is really important • Facebook Page – any old pages? Delete or claim • Tag yourself in Flickr photos Serco Internal
  66. 66. • Create more content – Include more web pages about you – Upload more photos, title your name – Include history of the business – More information about you – Press releases with your name in it (in text format) • Get listed in directories Serco Internal
  67. 67. • Create Blog Posts – in your name and domain name • Be active in forums – Trip Advisor destination forum – Other forums, Net Mums • Start to build online relationships with your customers, create a community – Creating a goodwill bank account Serco Internal
  68. 68. Enhance Reputation the Digital Thought Leader Serco Internal
  69. 69. Start to dominate your real estate Serco Internal
  70. 70. Creating communities Keeping customers through community building: River Cottage have created a community that has 36,000 subscribers actively engaged… Revenue from customers that are engaged in a company's community is 19 % higher on average than from those that aren't. Source: A Big Payoff from Online Company Communities Serco Internal
  71. 71. • Encourage good reviews – Reminder cards, postcards, flyers, and emails, and review collection widgets (on TA resources) • Make a list of review sites for your business • • • • • www.ratethispark.co.uk www.ukcampsite.co.uk www.chycor.co.uk www.holidaywatchdog.com www.mybuilder.com Serco Internal
  72. 72. Crisis Management Serco Internal
  73. 73. Serco Internal
  74. 74. Social Media use during and after crisis – how can it help, how can it assist recovery of a business Serco Internal
  75. 75. River Cottage Crisis – Phone lines on-site were down – no communication • Immediate Tweets to share info (and reassure) • Twitter became the communication channel on which to develop key messages, share updates and inform audiences • Commitment to regular updates – follow-up Serco Internal
  76. 76. Immediate decisions on priorities 1. Safety – staff and visitors on-site 2. Support for short-term/guests arriving that morning 3. Protecting long term bookings and business Serco Internal
  77. 77. Serco Internal
  78. 78. Serco Internal
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  80. 80. e positive’ Serco Internal
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  82. 82. Handling the media • Gathered interest from press and TV -local, regional, national • Press became reliant on social media channels for updates • News content driven by River Cottage staff and spokes-people • River Cottage remained in control of the story and used materials from social media Serco Internal
  83. 83. Serco Internal
  84. 84. River Cottage Crisis • Key Social Media use – Twitter • Short, sharp messages and updates • Sharing photos and messages of support – Blog • Narrative and explanation • Information about bookings, what to expect Serco Internal
  85. 85. Serco Internal
  86. 86. Business as usual – 2 weeks Serco Internal
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  90. 90. What happened? - Follower numbers increased – Interest and business support grew as a result – Guest feedback on the new experience was highly positive and supportive – Reduced impact on business, speeded recovery – Maintained reputation Serco Internal
  91. 91. Serco Internal
  92. 92. 1. Monitor – Set up Alerts – Monitor Social Media channels 2. Respond – Respond to positive (some) and negative (all) – When crisis strikes - use AiR 3. Be in control – – – Audit Social Media – and use it to build up goodwill Develop more content on website, blog, PR Add to review and forum sites Serco Internal
  93. 93. Matt Young Cosmic Ethical IT @cosmic_matty matt@cosmic.org.uk Serco Internal
  94. 94. Serco Internal
  95. 95. Not all bad reviews are equal Serco Internal
  96. 96. Good Trip Advisor response Serco Internal
  97. 97. • Corinthia Hotels monitoring mentions of our hotel names, but also using saved social searches to monitor relevant conversations and identify ways and opportunities we can help. Serco Internal
  98. 98. • 60% of respondents said that an aggressive Management Response to a bad review made the hotel look worse in their eyes. • Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place. Serco Internal
  99. 99. ‘In all the reviews I read ... this is the ONLY hotel whose management took the time to respond to customer reviews on TripAdvisor, whether positive or negative. My impression is that this hotel is truly interested in hearing about customer issues and very concerned about improvements to its service and facility’ A TripAdvisor Member Serco Internal
  100. 100. • How to respond to … – TripAdvisor (same for all review sites) – Twitter – Facebook – YouTube Serco Internal
  101. 101. • Review posting ability • Ensure you have tight rules https://www.facebook.com/cocacola • Respond publicly but move things to private response (email) as soon as possible. • Give them an email address or telephone number that you can answer • If appropriate follow up the response to the complaint on Facebook after Serco Internal
  102. 102. Serco Internal
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  104. 104. • Complaining about a brand on Twitter is relatively easy (No sign in or verification & anonymous) • Twitter‘s limited character count makes meaningful conversation difficult • ―This @business is terrible!‖ • ―Never buy from @business they treat customers really bad‖ Serco Internal
  105. 105. 1. Address the tweet in one (or two) tweets 2. Try to take the conversation off the Twitter platform so you can have a meaningful discussion 1. 2. Ask them to follow you so you can DM (Direct Message) Or specify an email address or phone number you can share publicly on Twitter 3. If the complaints don‘t stop and you suspect the comments may be from a fake account set up just to harass you online, report the user to Twitter. Serco Internal
  106. 106. 15 minutes later….. Serco Internal
  107. 107. • Hashtags # - don‘t create a hashtag of your own to respond to individual complaints. • But, if users generate a hashtag around an issue, include that hashtag in your replies can help spread your response to interested and watching parties. • #BTcrap @yourbusiness #fail – Check it out • Keep your calm and be professional. Serco Internal
  108. 108. Serco Internal
  109. 109. ‗Manage your listing‘ in the top-right corner of any page and follow these steps: – Click on the ‗Manage your reviews‘ tab. – Select ‗Respond to a review.‘ – Choose the review you would like to respond to by clicking on the radio button – Respond – Click submit. Serco Internal

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