Secrets to Effective Reputation Management (Property Management Industry)


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With co-hosts and For Rent Media Solutions, we hosted a fantastic webinar called "Secrets to Effective Reputation Management," with presenter Erica Campbell Bryum, Director of Social Media. Attendees walked away with the tools that allow you to react in a confident and timely manner to manage and protect your online reputation.

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  • Now I’d like to take everyone through a quick reputation management bootcamp.
  • So now what do we do?
  • More people use Google Maps to find local businesses than any other mapping site or mobile app. Whether your prospects find your business on their desktop, tablet, or smartphone, they can get directly to your leasing office with turn-by-turn navigation.
  • Also, create a ‘Help Us Grow’ page on your website where you literally spell out where residents can leave you reviews and how they go about doing it. Make it easy for them.
  • When it comes to maintaining or defending an online reputation, there is a wrong way and a right way.
  • A negative review presents a great opportunity to showcase just how good your customer service really is.

    Identify them before they happen!
    Provide a business response
    Flag if inappropriate
    Showcase your customer focus! - Anytime you receive negative feedback, you have the ability to showcase your businesses’ ability to go above and beyond to satisfy customers.
    Have someone proof read it
    Try and take the conversation offline
  • Responding to negative reviews are just as, if not more, important than following up on positive or neutral reviews. Here are some ways to bounce back from a negative review.

    Use a reputation management tool keep you tuned to you know what is being posted and where.
    Capture the opportunity to catch a positive review from a happy resident in the moment.
    Respond Diplomatically: You need to take the emotion out when crafting up your response.
    Responding within a realistic time frame is just as important as responding diplomatically. The longer a negative review goes unanswered, the higher the chance of a prospect’s opinion being swayed.
    The only way you will get positive reviews is to ask for them.
  • As with all communication activity, your social media engagement and reputation management should be linked to your business objectives. The specific strategic areas of focus for your organization will inform everything from your tone to your roles and responsibilities and your scheduling.
  • Don’t feed your reputation trolls.
  • Secrets to Effective Reputation Management (Property Management Industry)

    1. 1. Reputation Management: Converting One’s Negativity into Your Opportunity
    2. 2. So You Run A More Successful Business AppFolio • Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Marketing • Website • Payment processing • Online applications • Resident Screening Complete Solution Includes: Web-Based Property Management Software
    3. 3. • Reputation Management Bootcamp • Play the Field: Get Listed in Business Directories • Scoring Fan Reviews on Social Channels to Enhance Your Image • Tackling Reviews: The Good, The Bad, The Ugly • Blitz the Competition: Monitor Your Competitors to Get Ahead • Offensive & Defensive Moves to Promote & Protect Your Brand • The End Zone
    4. 4. Download a FREE Reputation Management eBook
    5. 5. Your online reputation matters!
    6. 6. Word of mouth influences decision-making.
    7. 7. Things said about your brand are important to your audience.
    8. 8. Pre-shopping is a daily habit.
    9. 9. What is the solution you offer?
    10. 10. Be transparent!
    11. 11. Ouch!!! This is really bad.
    12. 12. You don’t control your brand. But… You can control the agenda.
    13. 13. Stimulus First Moment of Truth Second Moment of Truth Source: Google ZMOT: The New Mental Mode of Marketing
    14. 14. If you aren’t monitoring your reputation online, you have no idea what people are saying.
    15. 15. Negative reviews, bad reviews, and trolling online attacks can haunt your brand for a long time.
    16. 16. And now what?
    17. 17. • Get featured on as many local directories, apps and mapping sites as possible • Build your brand with consistent information • Get more search engine credit
    18. 18. Most Profiles: Name Address Phone Number Extended Profiles: Name Address Phone Number Website Email Offers (coupons, specials) Hours Photos Business Category Payment Options Staff Bios Products/Services Event Calendars Optimize your listings to help more people find your business.
    19. 19. • Avoid getting lots of reviews at once • Don’t post similar reviews on other sites • Don’t put URLs in the reviews • Don’t review yourself • Don’t offer incentives for leaving reviews • Don’t buy reviews • Ask customers for the reviews personally rather than having someone else do it • Emphasize that customers’ honest opinions = good • Request reviews soon after the transaction rather than in batches • Emphasize that any length is fine • Request that customers not re-post their Google reviews on other sites • Give only some customers the direct link to the Google+ Local Page
    20. 20. • Is the listing claimed in multiple accounts? • Move them (if you’ve moved recently or changed your company name) • Report it:
    21. 21. • Videos are an essential part of the research flight path and are often the first stop for shoppers. • Images build greater credibility. • Users are more willing to click a review if it includes a high-quality image. • Users pay attention to social signals like reviews. • The volume of reviews matters. • Images play a big role. Source: Mediative Eye Tracking Study 2011
    22. 22. Opportunity: Drive traffic and get free advertising.
    23. 23. Opportunity: Brands using social annotations see a 5- 10% uptick in click through rates.
    24. 24. Opportunity: Increase click-through rate and influence with social proof.
    25. 25. Opportunity: Click-through to your Google+ page.
    26. 26. Opportunity: Regularly post content and interact with consumers.
    27. 27. Be proactive and ASK for reviews • Implement a process, train your staff • Make it easy for your customers • Be the kind of business people want to refer Opportunity: Feed the reputation engine.
    28. 28. • Staff email signatures • During the lease-signing process • Renewal • Office visit/general conversation • Work order/call back • Move out
    29. 29. Opportunity: Free marketing and great for SEO.
    30. 30. When it comes to maintaining or defending an online reputation, there is a wrong way and a right way.
    31. 31. • Be educated on the topic • Be nice • Don’t get personal • Feedback is helpful • Keep it short and sweet • Thank your reviewers • Personalize your responses • Be a friend, not a salesperson • Err on the side of caution
    32. 32. Opportunity: Thank your advocates.
    33. 33. Sometimes we do dumb things. #gettngslizzerd
    34. 34. Opportunity: Apologized and thanked their supporters for being understanding and used the accident to encourage donations.
    35. 35. Opportunity: Acknowledge your mistake and issue an apology quickly.
    36. 36. Sometimes we do REALLY dumb things.
    37. 37. A negative review presents a great opportunity to showcase just how good your customer service really is. • Identify them before they happen! • Provide a business response • Flag if inappropriate • Showcase your customer focus! • Have someone proofread it • Try and take the conversation offline
    38. 38. 1. Comments or content in social networks • Easily addressed, no long-term impact • If not addressed, can scale to an ‘issue’ 2. Online reputation ‘bombs’ • Affects reputation and sales long term • Can severely damage a business and scales quickly
    39. 39. • They build trust, credibility and authenticity • They provide feedback • They can improve your SEO • They are a golden opportunity!
    40. 40. • Tune in to social listening • Respond diplomatically • Respond in a timely manner • Ask and you shall receive
    41. 41. • Negative visual content • Negative media coverage • Fake accounts • Newsjacking • Hate sites and accounts • PR crisis • Lawsuit
    42. 42. Opportunity: Take risks and play off others’ successes and failures.
    43. 43. 1. Use Google Alerts and other 3rd party tools to track comps and industry news 2. Follow industry leaders on social networks 3. Check out analytical tools and reports to compare and evaluate the activity on your social channels vs. the activity on your comps’ channels 4. Sign up for your comps’ promotions and newsletters and subscribe to their blog feeds
    44. 44. Rule 1: Never write a response while angry Rule 2: Always use empathy and be authentic Rule 3: Don’t blame the customer Rule 4: Never get into an online comment battle Rule 5: Keep it timely and never ignore bad reviews
    45. 45. 1. Identify the key players. 2. Set routine meetings for the team. 3. Establish goals and objectives and tactics to support them. 4. Conduct an audit for your reputation and social media. 5. Craft a risk management plan along with response protocol. 6. Set up listening tools to manage reputation. 7. Develop internal training material. 8. Evaluate effectiveness of actions taken.
    46. 46. • Corporate Marketing/Regional Manager who oversees strategy • Property Manager/Leasing Agent who tracks and engages in conversations • Corporate Marketing/Leasing Agent who focuses on creating shareable content e.g. infographics, video, photos, social posts • Analyst who makes sense of sentiment and relays the info to the manager and acts as the liaison with managers on the impact this has on strategy
    47. 47. Establish Governance “A social media policy should not only protect the company, but should also encourage employee ownership.” -Jeremiah Owyang
    48. 48. Once you have developed your table you can expand on each risk that you have identified.
    49. 49. Be consistent in your online branding
    50. 50. Create AMAZING content
    51. 51. Don’t feed your reputation trolls
    52. 52. Don’t trash talk your competitors Photo Credit:
    53. 53. Always be helping
    54. 54. be
    55. 55. • Understand your goals • Invest in building a congruent brand • Always be listening and helping • Don’t take shortcuts in review building • Take control of your Google reputation • Be quick to apologize • Be proactive, not just reactive
    56. 56. @AptsForRent @HomesPro @EricaCampbell +AptsForRent /AptsForRent /AptsForRent /AptsForRent Erica Campbell Byrum Director of Social Media &