Managing Online Reputation and Reviews
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The document discusses managing online reputation and the importance of reviews. It notes that 90% of customers are influenced by online reviews and 20-50% of purchase decisions are based on word-of-mouth recommendations. The document provides tips on establishing an online presence, encouraging positive reviews through good customer service, and responding to negative reviews in a thoughtful manner. It also discusses monitoring reviews and conversations online to understand perceptions of your brand.
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Managing Online Reputation and Reviews
- 1. Managing your online reputation January 28, 2015 Tim Shaw Amplifi @shaw_tim
- 2. Welcome! A bit about me
- 4. Where are we now?A bit about you
- 5. Objectives What would you like to get out of this class?
- 6. How do we make decisions?
- 7. How we make decisions5 stages of consumer buying behaviour
- 8. 1. Need recognitionIf there is no need, there is no purchase.
- 9. 2. Info search Consumer seeks information on how to solve problem.
- 10. 3. Alternative evaluationEvaluation of information and possible solutions.
- 11. 4. Purchase decisionDecision made to make purchase.
- 12. 5. Post purchase activityHere come the reviews!
- 13. Absolute Value A rich, deep sense of what it’s like to own the product they’re considering.
- 14. vs
- 15. How we make decisionsThe internet trumps friends and family
- 16. What influences our purchase decisions?
- 17. How we make decisionsThe degree of influence varies by topic
- 18. And then there’s mobileInternet usage has shifted away from PCs
- 19. 50% Mobile is considered most important resource in purchase decision
- 20. one in three 1/3 of mobile shoppers use mobile EXCLUSIVELY
- 21. And then there’s mobileMost mobile activity is happening where consumer is most likely to be influenced
- 22. Kicking tires
- 24. And then there’s mobileSo they’re active. What are they looking up?
- 25. 60% Price & Location 49% Sales & Deals >50% Want location within 5 miles
- 26. And then there’s mobileThree most important things mobile users look for
- 27. And then there’s mobileInfluential websites?
- 28. Mobile works Mobile leads to purchases
- 29. Mobile works 65% of users complete purchase within a day.
- 30. Mobile works But it’s not ALL online.
- 32. What is reputation? Reputation noun The beliefs or opinions that are generally held about someone or something.
- 33. Reputation = Trust Trust = influence
- 35. Influence Pillar 1 - Reach
- 37. Popularity State of being liked, admired or supported by many people
- 38. Proximity Location of an individual where effect is necessary in setting or environment
- 39. Goodwill Investing goodwill into community increases appreciation and probability of action
- 40. Influence Pillar 2 - Relevance
- 42. Authority As you invest in topical relevance, you naturally earn a level of authority as a subject matter expert.
- 43. Trust The source of meaningful relationships. The firm belief in the reliability, truthfulness, ability & strength of someone.
- 44. Affinity Natural liking or sympathy for someone or something.
- 45. Influence Pillar 3 - Resonance
- 47. Frequency The rate a social object, topic, or person materializes in social streams.
- 48. Period Length of time it remains visible after appearing.
- 49. Amplitude Level of engagement within a network.
- 51. Economics of a reviewReviews can have impact on revenue
- 52. Harvard study 1-star rating increase on Yelp can have 5-9% boost in revenue.
- 53. Harvard study Greater impact on independent restaurants than chains.
- 54. Harvard study Chain restaurants have declined in market share as Yelp popularity increased.
- 56. Much more than reviewsA lot goes into building and maintaining a strong online reputation.
- 57. Digital advocacy Creating champions for your brand, issue, or cause.
- 58. Starting from scratch…It starts with your strategy
- 60. Set good goals And incorporate your reputation into them.
- 61. Plan properly Account for human, technical, and financial resources.
- 62. Spend time listeningComplaints. Compliments. Questions. Friends. Enemies.
- 63. Know your audienceIdentify key characteristics.
- 64. Know your audienceWhat is their current level of understanding?
- 65. Know your audienceWhat is the desired behaviour?
- 66. Know your audienceWhat do you think will work?
- 67. Know your audienceWho is already credible?
- 76. Create valuable contentInform. Involve. Inspire.
- 77. Inform Provide the user with information on your brand or product.
- 78. Involve Have audience participate in the conversation.
- 79. Inspire Create content designed to have audience take action.
- 80. Ask Ask your audience to do something, or else they probably won’t.
- 83. 90% of customers say buying decisions are influenced by online reviews
- 84. McKinsey Quarterly, April 2010 Word of mouth primary factor behin 20%-50% of all purchase decisions
- 86. So… we know it’s important.
- 87. Monitor Set up listening stations and know what’s being said.
- 88. Respond Know how to respond and engage. Do it in a timely fashion.
- 91. Foster loyalty 20% lift in customer service satisfaction & 60% increase in positive brand sentiment.
- 93. Foster loyalty Respond to every question.
- 94. Foster loyalty Track brand sentiment.
- 96. Smoke vs. Fire Know the difference.
- 97. Think ahead Have a plan.
- 98. A good example Lousy interface.
- 99. A good example Working to improve.
- 100. A good example Used negative comments to boost launch of new interface.
- 102. A bad example KitKat
- 104. A bad example Campaign went viral.
- 105. A bad example KitKat response
- 107. A bad example Moral of the story
- 109. References • https://advertising.yahoo.com/Blog/MOBILE- SHOPPING-INFOGRAPHIC.html • https://www.thinkwithgoogle.com/research- studies/mobile-path-to-purchase-5-key- findings.html • http://cdn.fleishmanhillard.com/wp- content/uploads/2013/06/2012-DII-White- Paper.pdf • http://theconsumerfactor.com/en/5-stages- consumer-buying-decision-process/ • http://www.hbs.edu/faculty/Pages/item.aspx?nu m=41233
Editor's Notes
- I
- I work at Amplifi, where we specialize in creating engaging communications for inspired change. My area of focus is advocacy. Online and print. Around legislative/policy, brands and causes We help amplify messages so that people and organizations are heard. Operate on inform, involve, inspire.
- Where are the group members in terms of progress? Where are they in use of social media? What are their experiences with social media? Challenges? Tools they are using?
- Need has to be great, but the way of meeting that need through purchase must be acceptable. Ex. Driving to work vs. transit. Environmental cost vs. convenience/time, etc. Influenced through internal and external stimuli.
- 2 types of information: Internal: Information that the consumer already has. What they already know. External: Information received from friends, family, ads, press, etc.
- Once consumer has gathered info, they evaluate their options before selecting the one that’s best for them. Each consumer places value on different parts of evaluation process. Some put more weight on brand, some on recommendations, etc.
- After evaluating products and possible solutions consumer will select what they think is the best solution for them.
- Consumer uses product. Consumer evaluates original needs and whether they made the right choice. Will feel satisfaction or disappointment. If product is satisfactory, brand will play more role in next decision process.
- The amount of information available online, from reviews to social media recommendations, give consumer a pretty good idea of what it’s like to own and use a product before they purchase.
- Which one has a greater influence on our decisions: friends & family, or the internet?
- Canadians are now reporting that the internet is more influential in how they make purchase decisions than friends and family.
- The internet is more influential in some purchase decisions than others. Areas where internet was significantly higher than friends and family: Travel and leisure – 61% Consumer electronics – 52% Personal finance – 43%
- More than 50% of internet consumption is mobile. And this includes at-home usage
- 50% of people consider mobile the most important resource in a purchase decision. More than 50% of people start their purchase path with mobile.
- More than 1/3 of mobile shoppers use mobile only when making purchase decisions. Which means – more decisions being made on the go. Less time sitting at home researching.
- Most mobile activity takes place at the top of the funnel. Which is where they are most likely to be influenced.
- At the beginning of the purchase process, fewer people know exactly what they want now than in 2013. People are using mobile and online resources to research best options and inform themselves.
- Mobile users are spending over 15 hours a week browsing.
- Good reviews. Easy to find contact info/phone number (up to 53% of mobile users actually called a business for more info.) Coupons and deals
- Almost 75% of mobile consumers start their research with a search engine vs a mobile site or app. 74% used search engine. 33% used a branded website. 26% started on a branded app.
- Nearly 2/3 mobile shoppers ultimately make a purchase. 16% say they will make a purchase in the near future. Highest conversion rate – restaurants.
- For restaurants and entertainment, the conversion usually takes place within an hour.
- 64% of people completed purchase offline. Over 50% visited stores during the survey period.
- Relationships form the union of the social graph and define how far information can travel across the social graph and communities at large. Reach is a measure of popularity, affinity, and potential impact.
- Relationships form the union of the social graph and define how far information can travel across the social graph and communities at large. Reach is a measure of popularity, affinity, and potential impact.
- Popularity: The state of being liked, admired, or supported by many people.
- Proximity: The location of an individual is taken into consideration where necessary within a particular setting or environment. Ex. Avenue Magazine best restaurants listing or travel recommendations.
- Goodwill: Investing goodwill into one’s community increases appreciation and the probability for collaboration and action.
- Topical relevance is the glue of the interest graph and the communities of focus. Individuals aligned through subject matter create a series of linked relationships that send information along communities of focus.
- As an individual invests in the subject of topical relevance, they naturally earn a level of authority on the subject matter. Authority levels also prompt respect, which is a reward for expertise or specialty.
- Difficult to measure, trust is the source of most meaningful relationships. It’s also a word that’s difficult to describe. We all know what it is. Here, trust is the firm belief in the reliability, truthfulness, ability, or strength of someone.
- A natural liking or sympathy for someone or something. Connected consumers establish affinity within their communities, and it buoys their position.
- Resonance is the measurement of the duration, rate, and level of interactivity around content, a topic, or conversations. High resonance ensures that more people will see each post or update. In theory, this number determines the reach of activity and how long it can stay alive in the social streams of online consumers.
- The rate a social object, topic, or person materializes in social streams. Typically, frequency is tethered to a given theme, conversational thread, or media related to a particular campaign.
- The length or portion of time it remains visible after the initial appearance
- The level of engagement within a network.
- Consumers have a louder voice They are learning how to use social media to influence brands – complaints, etc.
- Online reviews are substituting for more traditional forms of advertising, giving smaller players a greater opportunity.
- There is a lot that goes into building and maintaining online reputation. And it goes well beyond reviews. Reviews are often driven by offline activity, service of staff and performance of products.
- A good reputation starts with a good social media strategy. It is going to dictate how you operate in social, which is going to drive your reputation.
- Need to know who and what is already out there. Are your competitors using social media? Are customers talking about your product or brand? Is there conversation about your niche? What channels are already active?
- If you aren’t budgeted properly you won’t be able to commit the necessary resources. This will mean your not performing your best and will impact your reputation.
- What is your audience saying about your issue or cause? Are they supportive, negative, neutral?
- Relevant details that help shape communication, such as: mobility, shift work, community demographics, perceptions from previous initiatives, others. How active are constituents in social media? What tools are they using?
- What is the current understanding about brand/product/cause? What will enable or hinder receipt of your message -- what is of most interest and concern to them; perceived threat or opportunity, what will be seen as a gain or loss.
- What do you want done, or not done, as the result of this communication?
- What is the best way to reach them and when do we reach them? What/who will influence them?
- Who is most credible with this stakeholder?
- Voice and tone We know that you can't control the entire message. #McDstories and Rogers1 Fails. But you can control your voice, your approach, your information, and your response. Establishing how you will speak. What is your brand voice. Will it cross over to social media? Things to think about:
- What is your brand persona going to be. Warm, Friendly, Playful, Serious?
- Personal, honest, humble, scientific?
- Complex, simple, savvy, jargon?
- Engage, entertain, educate?
- Establish a social media policy Who will manage it What can they/can't they say What happens if there's a crisis
- Content designed to provide the user with information on your brand, issue or cause. Focus on why it is important to them. Over time, shift to provide them with the information that they need to be informed advocates and champions for your cause.
- Content should engage the user, and have them participate in the discussion or conversation in some way. Can be as simple as liking a post on Facebook, signing an online petition or actually coming out and participating in events. Should include a call to action.
- Content is created to inspire some sort of action from the user. Always accompanied with a simple way to complete the call to action Enable the user to carry the message forward to their peers – online and offline.
- Ask them to leave a review. Online or offline. TripAdvisor reviews – small hotel asked people who stayed to leave a review, and they became top rated in the area.
- B2B companies were more likely to benefit from customers who had a good customer service interaction with 62 percent of respondents saying they purchased more products or services from a B2B company following a positive customer service experience. Only 42 percent of positive B2C customer service interactions resulted in customers buying more products or services.
- Reviews. Word of Mouth. Content. Reputation. It’s all important. How do we manage it?
- Listen and Monitor Google Alerts Google Blogsearch Twitter Search (http://search.twitter.com) Social Mention Board Tracker Trackur (www.trackur.com) Social Badges (on competitors’ websites)
- Use tools that allow you to post to multiple channels for multiple accounts/clients Hootsuite still #1 in my book Twitter Facebook profile and pages LinkedIn Apps for other networks Reporting Team management
- Use tools that allow you to post to multiple channels for multiple accounts/clients Hootsuite still #1 in my book Twitter Facebook profile and pages LinkedIn Apps for other networks Reporting Team management
- Customer service. Providing excellent online customer service will lead to better loyalty and boost reputation.
- They wanted to respond to every question, not just ones that mentioned them directly. Took time management, keyword selection, and set up of searches/notifications in hootsuite to make it work.
- Use a tool like hootsuite to track brand sentiment. Foster positive by tracking and ensuring customers walk away happy every time.
- Know that not every negative comment is a crisis. Sometimes paying too much attention will make it a bigger issue than it needs to be.
- Outline possible situations that can arise in your strategy and plan for it. Know who will respond and how they will do it.
- Had a lousy user interface, which for a social media company was a no-no
- Were working hard in real life to improve the interface. They had listened to customers and knew that it was an issue that needed to be dealt with.
- Took advantage of their brand personality to spoof negative comments. Used this to build momentum for the launch of the new interface.
- Took advantage of their brand personality to spoof negative comments. Used this to build momentum for the launch of the new interface.
- March 2010, GreenPeace launched a gory parody video of the effect KitKat and their use of Indonesian palm oil was having on local orangutan populations.
- Greenpeace wanted Nestle to stop buying unsustainable palm oil from a supplier that was destroying south east asian rainforests
- Campaign went viral, people started posting boycott kitkat messages on social media. 2 months later, Nestle said they would stop using palm oil from that supplier. Victory?
- They weren’t focused on the rising voice of the public. Tried to shut it down citing copyright infringment. Told Facebook users they would delete comments using the Killer logo. Incited protestors.
- The flippant and rude responses from their facebook page only made things worse.
- Stick to your brand voice. Outline how to respond in your social media policies. Listen to people. Demonstrate that you are trying to change and show what action you are taking.