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Reputation management
This document discusses reputation management and generating online reviews. It recommends businesses check their online reputation by searching for themselves online and setting up alerts. The document outlines a seven step process for incentivizing and generating more positive reviews, including ensuring good customer service, claiming business pages, incentivizing reviews, and highlighting reviews on a website. It also cautions that responding respectfully to negative reviews is important and not to artificially generate reviews.
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Reputation management
- 1. Reputation Management Generate morereviews online!
- 2. What are wetalking about? Managing your online reputation, responding to reviews, and creating a strategy for generating more reviews online.
- 3. Why are youhere? So you can learn how to generate more reviews for your business.
- 4. Who am I? Myname is Maria Mayorga and I am the strategy director of Real Green Analytics.
- 5. What is RGA? RealGreen Analytics, also known as Coalmarch, is the digital marketing division of Real Green. We produce BackOffice and LeadBuilder.
- 6. Why are thereLegos here? Because Legos are awesome. Also, we want you to have some fun today! This is a lot of information, but it doesn’t have to be scary!
- 7. Owner action! If yousee Batman, it means there is a practical action you can take to help improve your online marketing, so keep an eye out for him!
- 8. The Old Daysof Reputation Management
- 9. Businesses relied onthe support of word of mouth.
- 10. What your reputationlooks like now
- 11. 73% of consumerssay positive customer reviews make them trust a business more. (up from 58% in 2012) Source: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews- as-much-as-personal-recommendations-164565
- 12. 79% of consumerstrust online reviews as much as personal recommendations. Source: http://searchengineland.com/2013-study-79-of-consumers-trust-online-reviews- as-much-as-personal-recommendations-164565
- 13. Amy’s Baking Company Acase study in what not to do
- 14. They received negativereviews on Yelp and Facebook
- 17. They insulted theircustomers.
- 18. And the storywent viral.
- 19. Why is thisimportant?
- 20. This isn’t somethingyou can’t do anymore. Online reputation management should be an integral part of your business.
- 21. It is thefirst thing people see when looking for your business.
- 22.
- 23. This isn’t animpossible task. This is an area where the underdog can win.
- 25. 88% of peopleread reviews to determine the quality of a local business. Source: http://www.brightlocal.com/2014/08/14/5-visual-stats-power-of-online-reviews/
- 26. 72% of consumerswill take action after reading a positive review. Source: http://moz.com/local-search-ranking-factors
- 27. Reviews are aranking factor for Google!
- 28. It is estimatedthat reviews account for about 10% of the overall ranking factors for Google. Source: http://moz.com/local-search-ranking-factors
- 29. The gold starswill improve your conversion rate. Businesses who have more than 5 reviews will have a better presence in the local SERP pack.
- 31. Do you knowwhat your reputation is?
- 32. Find out whatyour reputation is. Google yourself to find out what others are saying.
- 33. How to reviewyour online reputation
- 34.
- 35.
- 36. Monitor your reputationon a regular basis
- 37. Claim and ownall your business pages.
- 39. And record thepasswords!
- 40. How to generatereviews online.
- 41. Generate more reviews online! Usethis process to generate more reviews for your business in the places that matter.
- 42. 1. Make sureyour customers have a great experience.
- 43. Customer service shouldbe the #1 goal If they aren’t happy, ask yourself why?
- 44. 2. Setup andclaim your business pages
- 45. 3. Incentivise yourreview program
- 49. 4. Send regularfollow up emails
- 51. 5. Highlight thereviews on your website
- 53. 6. Pace outthe reviews
- 54. 7. Don’t cheatthe system
- 55. 8. Say thankyou!
- 56. Where should yousend people to review your business?
- 57. Focus on themost important place first!
- 59. Then you canfocus on other channels...
- 61. What to doif you have a negative reputation.
- 62. Don’t do whatAmy did.
- 63. You won’t beable to get the reviews removed unless it is Angie’s list
- 64. Don’t take itpersonally.
- 65. Respond to thereviews and try to make it right.
- 66. Don’t get intoan argument.
- 67. Encourage positive reviewsto offset the negative ones.
- 68.
- 69. The positives outweighthe negatives.
- 70.
- 71. Have a littlefun!
- 78. What have youlearned?
- 79. You know whymanaging your online reputation is important.
- 80. you know howto find out what your online reputation is
- 81. and you knowhow to generate more reviews online.
- 82.
- 83. Maria Mayorga Strategy Director,Real Green Analytics
- 84. Get a freeassessment http://www.realgreen.com/experts (it‘s super easy)
- 85. Get in touch! twitter:@mariamayorga1 linkedin: www.linkedin.com/in/mariaemayorga/ email: mmayorga@rganalytics.com
- 86.
Editor's Notes
- #2 Reputation Management: Generate more reviews online! How to protect and promote your online image! This class focuses on generating reviews for your business and maintaining a positive reputation online. After this presentation, you will have a clear plan of action for generating more (and positive) reviews online.
- #3 Presentation Summary This presentation will give you helpful and useful tips for managing your online reputation, responding to reviews, and creating a strategy for generating reviews on a regular basis. What is the point? So you can increase the visibility of your company online and proactively manage your reputation
- #4 So you can increase the visibility of your company online and proactively manage your reputation
- #5 Speaker Introduction Maria Mayorga from Real Green Analytics
- #6 Real Green Analytics, also known as Coalmarch is the digital marketing division of Real Green. We produce BackOffice and LeadBuilder.
- #7 Why are there Legos here? Cause they are awesome and I want you to have fun today!
- #8 If you see Batman, it means there is a practical action you can take to help improve your online marketing, so keep an eye out for him!
- #9 The old days of reputation management Managing your reputation before the internet was pretty easy. You made sure your customers were happy and if they weren’t, they might tell their neighbor and friends but they didn’t post about it in the newspaper. Businesses relied on the support of work of mouth Businesses were built on values and their local reputation
- #10 Businesses relied on the support of work of mouth Businesses were built on values and their local reputation
- #14 A great example of how not to handle your reputation management They received negative reviews on Yelp and Facebook They decided to respond. They insulted their customers IMAGE: Link to screenshots The story went viral. David Ramsey wouldn’t even work with them
- #20 This isn’t something that you can’t do anymore. Online reputation management should be an integral part of your business.
- #23 For the purposes of this presentation, we’ll limit our visibility discussion to search engine results pages, or SERPs. You’ll also want to consider your web presence on other sites like Yelp!, Angie’s List, etc. as visibility factors moving forward.
- #24 This isn’t an impossible task Show local SERPS to demonstrate the landscape. Can you generate 10 reviews? YES This is one area where the underdog can truly win
- #25 People expect to find reviews online
- #26 This means that if your reviews are positive and encouraging, users could call immediately and not even view your website.
- #28 Reviews are a ranking factor for Google It is estimated that reviews account for about 10% of the overall ranking factors for Google Review quantity (get 5 or more at least) Review velocity (keep them coming on a regular basis) Review diversity (Different keywords and various cities within the review)
- #29 The Gold stars will improve your conversion rate Businesses who have 5 or more reviews will have a better presence in the local pack
- #43 Strategy for generating reviews online This is a strategy that every business can use to generate reviews online. We have tweaked it for different businesses but this lays the groundwork for what you can do as a business to generate reviews.
- #59 People searching on Google are actually looking for something.
- #60 and inbound gets in front of people that are already looking for your type of services. This a marketing strategy where businesses implement tactics to “get found”, by prospects that have a need for their product or services.
- #61 and inbound gets in front of people that are already looking for your type of services. This a marketing strategy where businesses implement tactics to “get found”, by prospects that have a need for their product or services.
- #62 We discussed a lot of declining outbound marketing channels a moment ago. Where do you think everyone went?
- #63 You guessed it, the Internet!
- #64 You guessed it, the Internet!
- #65 You guessed it, the Internet!
- #66 You guessed it, the Internet!
- #67 You guessed it, the Internet!
- #68 You guessed it, the Internet!
- #69 People basically use the Internet in three ways...
- #70 Here is a chart showing Google searches per year since 1999. Just look at the increase in the last five years alone.
- #71 There are over 150 million blogs online, and 77% of Internet users read blogs on a regular basis. Companies with a blog have 97% more inbound links than others*. *http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx
- #72 The question becomes… how can we win in this new space?
- #73 You guessed it, the Internet!
- #74 You guessed it, the Internet!
- #75 You guessed it, the Internet!
- #76 You guessed it, the Internet!
- #77 You guessed it, the Internet!
- #78 You guessed it, the Internet!
- #79 What have you learned?
- #80 You know that your customers have moved online, expect that trend to continue and evolve (think smart phones, second screening, etc.).
- #81 You have a better understanding of how Google works, you know that it uses relevancy (what your page says about itself) and authority (what the rest of the Internet says about your page) to match results to queries.
- #82 and you have a better understanding of what it takes to win online by gaining visibility in search.
- #83 Thank you!
- #84 I hope you found the presentation interesting and learned more about online marketing. Thanks for spending the hour with me!
- #85 Get a free assessment! Fill out the form on this page and we’ll prepare a full website assessment to let you know exactly how well your website is performing.
- #86 I’d love to hear from you! Reach out to me on twitter, linkedin, or email! If you would like to learn a bit more or are interested in a free website assessment visit the LeadBuilder booth here at the show and talk to myself, Teryn, or Rachel.
- #87 Questions? Time permitting, if not, feel free to visit our LeadBuilder booth, we’d be happy to talk shop.