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Secrets to Effective Reputation Management (Property Management Industry)

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With co-hosts Homes.com 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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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 bit.ly/OnlineReputationeBook
  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. bit.ly/FRMSClaimingListings
  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: https://support.google.com/places/
  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. bit.ly/SocialPostingCalendar
  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. bit.ly/FRMSReviewCards
  28. 28. • Staff email signatures • During the lease-signing process • Renewal • Office visit/general conversation • Work order/call back • Move out bit.ly/HowtoGetYourCustomerstoReviewYourBusniess
  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 bit.ly/FRMSRespondtoOnlineReviews
  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: http://wordconstructions.com.au
  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. bitly.com/FRMSsuccess @AptsForRent @HomesPro @EricaCampbell +AptsForRent /AptsForRent /AptsForRent /AptsForRent Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com

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