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Your Company Your Brand - #IREMSELF 4-6-17


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Is your company’s culture in a position to initiate, manage and respond to online reviews? Should employee reviews matter as much as consumer reviews? Surveys continue to indicate that well over 80% of consumers base their financial decisions on the content they read in an online review. These reviews are not just on consumer products but on where they will live and where they will work.

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Your Company Your Brand - #IREMSELF 4-6-17

  1. 1. South-Southeast Leadership Forum April 6, 2017 Atlanta, GA
  2. 2. Stacey C. Smith: Executive Director of Talent Development, First Communities Jonathan Saar: Principal – Market Me Social –A Digital Marketing Agency
  4. 4. 84% of people trust online reviews as much as a personal recommendation 7 out of 10 consumers will leave a review for a business if they’re asked to 90% of consumers read less than 10 reviews before forming an opinion 54% of people will visit the website after reading positive reviews 73% of consumers think that reviews older than 3 months are no longer relevant 74% of consumers say that positive reviews make them trust a local business more 58% of consumers say that the star rating of a business is most important
  5. 5. Existing residents-reviews that sit unattended represent lack of caring. New residents–lack of caring is “bad publicity”. New employees-Do we want great talent? No one wants to work somewhere that has a poor reputation. Anticipatory Service Strategy- It helps to be proactive and reviews help us gain the perceptions of the customer. At the end of the day, it’s all a popularity contest!
  6. 6. Leadership Buy In and Trust Reputation Marketing Team Online Management Tools Strategy and Best Practices Policy and Procedures Monetization
  7. 7. Corporate Identity begins at the top. Top leadership must continue to make it the primary focus when talking on marketing and branding. Leadership must establish a roadmap of actions- Start point, where are we now and where do we need to be?
  8. 8. • Surveys on compensation, benefits, leadership, work environment, stress levels, education, opportunity • Social Media- Facebook, Twitter • Competitions-fit bit challenge, 5K walk • Charity- AAA Food Drive • Communication- inclusivity- update meetings, lunch n learns, training classes • Recognition and rewards programs
  9. 9. • Step up the service-create an experience for the resident • Surveys- Survey residents/tenants • Follow Up- all prospects, leads, service requests • Social Media- keep customers engaged by using relative content • Resident Functions- build relationships throughout the months. • Campaigns-Ask for a review – Google, Facebook, • Make it easy for customers to leave a review. Test it yourself.
  10. 10. o Be present at all times. o Respond to all reviews within 24 hours. o Get them off line and on the telephone. o Be transparent. o Be empathetic. o Don’t defend yourself or your company.
  11. 11. o Don’t make it personal. o The customer is always right more now than ever. o Have specialist to field reviews and messages. o Follow up to make sure we have satisfied the reviewer. o Ask them to post another review. o Make best practices policy
  12. 12. By definition – convert into or express in the form of currency Website placement – ease of navigation Testimonial web page not good enough Combination of people and technology to drive the review bus Overall content strategy – don’t be too shy to Tweet – operate under the 1:5 ratio
  13. 13. Average of 4-6 touchpoints before a consumer or potential employee makes a decision. How many touchpoints do you have? Significant impact on resident, tenant and employee retention Reaction time expectations at the point of service, point of review and/or point of correspondence decreasing
  14. 14. Be Sure To Connect With Us On LinkedIn Our Websites