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Online Reputation Management:


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Online Reputation Management:

  1. 1. Online Reputation Management:You Never Get a Second Chance to Make a First Impression! © 2011 ReachLocal, Inc.
  2. 2. About ReachLocal Full Service Public Company Industry Leader Global Enterprise 1500 EMPLOYEES 50 OFFICES NORTH AMERICA EUROPE & AUSTRALIA © 2011 ReachLocal, Inc.
  3. 3. © 2011 ReachLocal, Inc.
  4. 4. Agenda• What is online reputation?• Why should you care?• The components of online reputation• How to proactively improve your online reputation• Where to focus your efforts• Key Takeaways• Q&A © 2011 ReachLocal, Inc.
  5. 5. Online Reputation:What Is It & Why Should YouCare? © 2011 ReachLocal, Inc.
  6. 6. Online Reputation Management (ORM) Online reputation management is the act of monitoring & addressing 3rd party online content about you and/or your brand, in addition to proactively generating and publishing content that positively represents the brand . ORM primarily involves tracking what is written and visible on the Internet, then utilizing online and offline techniques to promote positive and neutral content.Source: Wikipedia © 2011 ReachLocal, Inc.
  7. 7. Why do you care?• Potential residents research properties’ reputations online - this is an important factor in decision making• 7 out of 10 consumers share reviews with friends, family & colleagues• 92% of online users have more confidence in info found online versus any other source © 2011 ReachLocal, Inc.
  8. 8. © 2011 ReachLocal, Inc.
  9. 9. Online & Social Reputation affectsSEO Efforts • Search engines now consider social signals and online reputation, all of which impact your SEO efforts • Good reviews are rewarded with higher placement on Google search results page, bad reviews could result in a lower (or no) ranking • 86% of consumers consult online reviews before purchasing © 2011 ReachLocal, Inc.
  10. 10. Components of Online Reputation• Pay Per Click (PPC): sponsored listing presence• Local Listing: Are listings claimed and optimized?• Search Engine Optimization (SEO): owning your real estate• Content sites: Youtube, Flickr• Social: Twitter, Facebook, blogs, CastPage, etc.• Review sites © 2011 ReachLocal, Inc.
  11. 11. Try this! Google one of your properties’ namesWhat do you see in the organic results? -Your website? -Reviews? -Google places page? -Youtube video? -Facebook? -Twitter? © 2011 ReachLocal, Inc.
  12. 12. How can you proactivelyimprove your onlinereputation? © 2011 ReachLocal, Inc.
  13. 13. Dominate Search Results • Owning the real estate Official Site on a SERP page is essential • Control content Company Site associated with property names • When owning your brand and controlling SERP results, you can push down 3rd party content © 2011 ReachLocal, Inc.
  14. 14. How to Generate Positive Reviews:Create a Resident Advocacy Program• Create Flyers – Create QR Codes• Conduct Surveys – Proactively ask for reviews from satisfied residents• Hold Resident Events – Great venue to gather reviews from happy attendees © 2011 ReachLocal, Inc.
  15. 15. Where To Focus YourEfforts © 2011 ReachLocal, Inc.
  16. 16. Google Place Page• Claim and optimize your Place Page• Build positive reviews to display• Respond to reviews• Reviews influence local search rankings• The more active you are on your Place Page, the more Google will reward you © 2011 ReachLocal, Inc.
  17. 17. Reviews- Place PageCustomers canplace reviewsdirectly on yourplace page Tip: formulate a strategy to mobilize happy residents! © 2011 ReachLocal, Inc.
  18. 18. Content Marketing/Social Media• Twitter – Retweet property reviews – Monitor what is being said about your properties• Facebook – Create deeper interactions with people – Enhance opinions and experience with your properties through Facebook community – Monitor what is being said about your properties• Other content marketing sites: blogs, youtube, flickr, CastPage *ALL will increase your overall presence online and help you dominate the search engine real estate! © 2011 ReachLocal, Inc.
  19. 19. Social Media Stats• 20% of people say they will “Like” a local business on Facebook to show their support, compared with about 13% who say they’ll write a review• More than 52% of adults under 35 visit more than 2 websites before visiting a local business – 63% of respondents under 35 head to Google; 24% visit Facebook; 21% look at reviews sites and 17% say that they click on the first link in a search result, whatever it happens to be• Customers under the age 35 say that feedback from the business owner can carry equal weight to input from friends or social networks © 2011 ReachLocal, Inc.
  20. 20. Other Review Sites to Watch• Yelp• Citysearch• BBB• Insider Pages• Bing• CastPage © 2011 ReachLocal, Inc.
  21. 21. How to Respond toCustomer Reviews © 2011 ReachLocal, Inc.
  22. 22. Be Responsive To Customer Feedback• Negative Reviews-keep calm, choose your battles and kill them with kindness Do: • Give each reviewer the benefit of the doubt • Use your real name and speak for yourself • Show willingness to resolve issues (but be careful)• Positive Reviews- spread the love & ask for reviews• Be authentic• Be proactive• Don’t be afraid © 2011 ReachLocal, Inc.
  23. 23. Key Take A Ways• Online Reputation is a key component of a robust, holistic web presence• Benefits of an ORM program are multi-fold: – More credibility = better first impression – More engagement with community – Dominate the SERP “real estate” & control brand• Focus efforts on: – PPC – Place pages – Content marketing & social media – Resident Advocacy © 2011 ReachLocal, Inc.
  24. 24. Questions? Contact me for tips on building an Online Reputation:Sheena ShiveNational Program Interested in learning more about how ReachLocal can help you improve your overall Web Presence? Contact our Business Development Manager, Allison NesbittAllison NesbittBusiness © 2011 ReachLocal, Inc.