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ORLA Presentation: Online Reputation Management

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Generating raving fans when everyone is a critic. Presented at the Oregon Restaurant & Lodging Association 2016 Annual Convention.

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ORLA Presentation: Online Reputation Management

  1. 1. Online Reputation Management Generating Raving Fans When Everybody is a Critic Presented by: Tim Fahndrich Aka “Why you should care about online reviews”
  2. 2. THEY’RE SHARING THEM HERE and HERE and HERE
  3. 3. … and HERE And 100’s of others
  4. 4. And Consumers TRUST USER GENERATED content MORE THAN traditional media
  5. 5. Did You Know? 47% of consumers say that reputation matters most for restaurants … the highest of any category ~ Brightlocal
  6. 6. A 1 Star ★ Improvement of a restaurant’s average Yelp score increases revenue by 5-9%~ Harvard Business School
  7. 7. 92% of consumers will use a local business with a ★★★★★ rating … But only 27% will use a local business with a ★★★★★ rating ~Brightlocal
  8. 8. YOU CAN NO LONGER AFFORD TO COVER YOUR EARS AND CLOSE YOUR EYES WHEN IT COMES TO ONLINE REVIEWS
  9. 9. MORE STARS = MORE REVENUE ★★★★★
  10. 10. @restaurant … I can’t believe I just ate at your hell-hole of a restaurant. Sheez! #sucks Critic @critic
  11. 11. Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business …
  12. 12. Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business…
  13. 13. You should know about it RIGHT AWAY WHY IT HAPPENED and HOW TO HANDLE IT
  14. 14. REPUTATION What you say about yourself (Digital Footprint) + What others say about you (Digital Shadow)
  15. 15. Interest Consumers become aware of you and are interested in buying from you as a result of referrals, print ads, paid search, billboards, radio, TV, loyalty programs, networking, email, deals, trucks, signs, etc. Research Now they research you online via your listings, online reviews and ratings, social media posts, overall website experience, and ease of finding you. This is your Virtual Doorway Purchase The decision to purchase is made here after they’ve researched you or had a conversation with a salesperson, had an In-store experience, read a brochure, tried a product sample, etc. Experience After they’ve purchased, then they compare expectations with their experience, and share that in social posts, reviews, conversations with friends, blog posts, and more. Today’s Buying Journey -- First Impressions Are Made Online: Zero Moment of Truth --
  16. 16. Your Virtual Doorway The pillars of your online presence Visibility & Listings Reviews & Mentions Social Marketing Mobile Search Is your business listed everywhere online? Is the information accurate? What are consumers saying about your business online? Are you actively engaged on social media sites and listening to what people are saying? Is your website optimized for mobile? Is your business found on mobile devices? Are you showing up at the top of Google search results?
  17. 17. Visibility & Listings Get Found Everywhere
  18. 18. Reviews & Mentions
  19. 19. HOW DO YOU BUILD, PROMOTE, AND MANAGE YOUR ONLINE REPUTATION?
  20. 20. Be Proactive 1 2 ENGAGE With The Reviewer & In The Process Why Engage? What would you do if someone was in your business reviewing it right now? GENERAT E Reviews & Word-of-Mouth Encourage customers to leave online reviews. Promote your positive reviews all
  21. 21. Think of reviews as a management tool Intelligence to run your business better. Good Reviews Accolades Goal Setting Bad Reviews Staff Training Policy Issues
  22. 22. Create a Review Process Check-in Form
  23. 23. Mobile Feedback Funnel
  24. 24. Reduce Negative Reviews On Major Review Sites Private “Review Engine”
  25. 25. Monitor Your Reputation
  26. 26. Receive Review Alerts … sometimes while they are still in the building
  27. 27. and respond quickly to reviews to show engagement
  28. 28. 3 Benefits 1 Of Reputation Management GENERATE RAVING FANS
  29. 29. 3 Benefits 1 Of Reputation Management 2 GENERATE RAVING FANS BUILD SOCIAL PROOF
  30. 30. 3 Benefits 1 Of Reputation Management 2 3 GENERATE RAVING FANS BUILD SOCIAL PROOF GROW REVENUE
  31. 31. Social Media
  32. 32. Successful social media marketing is about three things: 1 2 3 Customer Service Generating Leads Building Fans
  33. 33. There areThere are 3 KEY WAYS3 KEY WAYS To build fansTo build fans
  34. 34. 1.Post INTERESTING AND RELEVANT Conten … and remember to vary your posts 4 “E” Framework Engaging Entertaining Educational Encouraging
  35. 35. 2. Connect with INFLUENCERS Turn potential customers and RAVING FANS into active BRAND AMBASSADORS
  36. 36. 3.Create COUPONS, DEALS AND SOCIAL Offers
  37. 37. Now having a fan base is great … But likes don’t always = dollars Always build a list that you own!
  38. 38. Customer Service Having a social media channel you don't monitor is like having phone lines at your business that are never answered. Generating Leads Every day consumers are declaring their intentions on social media… I’m craving Greek ribs! Where do people go for drinks on a Wednesday? Best pizza in town?
  39. 39. Generating Leads ...and those intentions are real-time leads.
  40. 40. Family Restaurant @familyrestaurant Terrible service @familyrestaurant. I am not impressed at all!!!! @johnisinthehouse sorry to hear that, is there anything we can do to help?
  41. 41. SO WHAT’S THE RECAP? 1.Consumers control conversations Businesses are no longer exclusively what they say they are. Today, brands are largely defined by consumers. 2. Monitoring your reputation isn’t enough. Businesses need to proactively build, promote and manage their reputation to build social proof and grow revenue. 3. Social media isn’t just about followers and likes It is a real opportunity to build raving fans, generate leads, and provide great customer service to get a positive return on investment.
  42. 42. There is no greater TIME For local restaurants to Get involved in Reputation ManagementReputation Management
  43. 43. Questions?
  44. 44. Tim Fahndrich 503.581.4554 tim@thirdrivermarketing.com Thank-you!
  • suton

    Sep. 14, 2017
  • MichaelLagcao

    May. 28, 2017
  • coultonshaw

    Mar. 15, 2017

Generating raving fans when everyone is a critic. Presented at the Oregon Restaurant & Lodging Association 2016 Annual Convention.

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