The document discusses best practices for managing a company's online reputation through social media listening, understanding customer feedback, engagement, and promotion. It recommends property managers (1) listen to all customer feedback on social media and reviews sites, (2) understand customers' actual experiences by analyzing metrics and reviews, and (3) engage with customers to build loyalty, which can then (4) promote the brand story across channels. Exemplary customer service is key to driving positive online perception.

1. BEST PRACTICES ON LISTENING,
UNDERSTANDING, ENGAGING &
MANAGING YOUR ONLINE
REPUTATION
ANDREW RAINEY
@AndrewDRainey
VP Sales & Business Development, Binary Fountain, Inc.
Co-Author Applying Social Media Technologies in Healthcare Environments, HIMSS
multifamily-social-media.com

2.  Price
 Location
 Quality
 Brand loyalty
 Reviews/Ratings
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KEY BUYING INFLUENCES

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“…WE HOSTED SEVERAL FOCUS GROUPS AND
ASKED RENTERS IF THEY CONSULTED RATINGS
AND REVIEWS BEFORE MAKING A LEASING
DECISION. ONE HUNDRED PERCENT OF
THEM SAID 'YES’.”
- Kristy Simonette, Senior Vice President Strategic Services
Camden Property Trust

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CUSTOMER EXPERIENCE
ONLINE REPTUATION
OPERATIONAL INTELLIGENCE
and

5. a. LISTEN to all customer feedback
b. UNDERSTAND the experience
c. ENGAGE to build loyalty
d. PROMOTE the story
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MANAGING THE
CUSTOMER EXPERIENCE

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LISTEN
to all feedback

7.  Monitor all sources of feedback
 Social
 Review/Rating Sites
 Surveys
 Measure online presence
 Track your stars & social stats
 Set up alerts & notifications
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ACTIVELY MONITOR

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UNDERSTAND
the experience

10. LOOK AT RATINGS
MAKE SENSE OF REVIEWS
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11.  Define your operational metrics
 What are actual issues at each community?
 Who is the author, what’s the impact?
 Benchmark
 Communities, Districts, Regions, etc.
 Competitive
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OPERATIONAL INTELLIGENCE

12.  Appearance
 Apartment
 Cable
 Cleanliness
 Gym
 Location
 Maintenance
 Management
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PERFORMANCE METRICS
 Noise
 Parking
 Pool
 Security
 Service
 Staff
 Trash
 Value

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ACTIONABLE INSIGHTS
Appearance
1.little older apartments
2.good condition overall
3.Good-looking buildings
Maintenance
4.very good
5.very prompt
Value
6.decent rent
Security
7.pretty safe
Location
1.Great location
Noise
•Usually pretty quiet
Trash
•Dumpster not a long walk

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PERFORMANCE ANALYTICS

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ENGAGE
to build loyalty

16.  Measurable, consistent & timely
 Get specific; automated responses are the
worst
 SEO-focused responses
 Research review/response keywords
 Take some conversations offline
 Don’t just focus on the negatives
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ENGAGEMENT STRATEGY

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OVER EXCEED EXPECTATIONS IN OTHER
CATEGORIES WHEN SOME CANNOT BE FIXED

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PROMOTE
the story

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PROMOTING CUSTOMER
EXPERIENCE
 Use stories & engage across multiple channels
 Showcase customer experiences
 Request reviews from happy customers
 Re-engage residents for ‘updated’ reviews
 Incentives
 Post to your own site - Be transparent!

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JOSHIE’S EXTENDED VACATION

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29.  Exemplary customer experience drives online
perception
 Monitor all reviews and identify key insights
 Develop an effective engagement strategy
 Resolved issues eliminate future negative
experiences
 Not just about a response…sometimes a change
 Solicit new reviews
 Share your success stories with others
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KEY TAKEAWAYS

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www.binaryfountain.com
@BinaryFountain.com
Andrew Rainey
VP, Sales & Business Development
@AndrewDRainey
arainey@binaryfountain.com