Post on 08-Jul-2015
description
Reputation Marketing
A SMART approach to managing and promoting you reputation
Reputation Marketing
What is reputation marketing and how do we achieve and
maintain a good reputation?
A reputation takes time to build, and yet can be lost in
an instant.
Reputation
Making an impression and building a reputation are not the
same thing.
“The reputation of a man is like his shadow, gigantic when it precedes him, and
pygmy in its proportions when it follows”.
Talleyrand
Not the same as a good reputation...
Success
Profitability
Being well known
What image does this conjure up for you? Good or bad?
All State You’re in good hands with All State
General Electric We bring good things to life
Motel 6 We’ll leave the light on for you
Rolaids How do you spell relief?
Monitoring online conversations about your
company, your brand, and your products is no longer a luxury.
Edelman researchers note that “Sixty percent (60%) of our respondents said they need to hear information about a company three to five times before they believe it”.
29% of respondents worldwide view information as credible when coming from a
CEO
In the U.S., that number hits a six-year low of 17% among 35-to-64
year olds
Where do consumers turn to find the outside voices that are
actively shaping opinion of your products?
Social media sites, blogs and complaint boards
Sites that monitor on-line remarks
Technorati
Original search engine for blogs
Indexes over 1 million blog posts
Results are sorted by blog authority
Able to display what is popular on the web
at that time
Blogs
Technorati
Blogs
Backtype
serph
yacktrack
BoardReader
Boardtracker
Samepoint
FriendFeed
Socialmention
Blogs
Backtype
Allows you to find , follow and share comments from across the web.
The Alerts tool lets users monitor specific terms within blogs and
Comments.
serph
Enter a keyword and serph finds everything said about it displaying
the most recent results first.
Blogs
yacktrack
Supports Blogger/Blogspot, Digg, Disqus, Friend
Feed, Google Blog Search, Google Reader and Word Press, among a few. “Chatter” is a tool that allows users to
perform keyword
searches across social media sites. You are then able to save and subscribe
via RSS.
Blogs
BoardReader
Indexes message boards and forums.
Enter a keyword see the results of where the keyword appears on
message boards and forums. Browse by popular internet
videos, movies, posts, articles, internet sites, domains, topics and projects.
Message Boards
Boardtracker
Another message board and forum tracking tool
Searches tags and threads for specific keywords
Create alerts to be sent notifying when there are new discussions taking place
about your Brand.
Message boards
Samepoint
A social conversation search engine
Within search results, displays the title, an excerpt of the content,
the source and the negative and positive words associated with the
given keyword.
Social Media
FriendFeedAllows you to keep track of all your
activities across the web. Aggregates everything you bookmark to del.icio.us, wish for on Amazon, share on
Google reader, tweet about on twitter, etc.Enables you to conduct searches for brand
keywords to see where they appear across the social media
landscape.
Social Media
Socialmention
In search results, displays a “social rank” based on the frequency of
mention.You can sort by
Blogs, Microblogs, Bookmarks, Comments, Events, Images, News, Videos
or by all.
Social Media
TweetScan
Basic twitter search with search cloud on main page.
Twitter Specific
Twitterholic.com
Twitter ranking based on number of followers.
Great way to determine influence.
Twitter Specific
Twittersearch
Search for what is being said on Twitter in real time
Twitter’s own search tool.
Displays trends and most popular subjects.
Can create RSS feeds to keep track of your keywords.
Twitter Specific
Google Alerts
Google Alerts lets you see when those negative blog posts go up or when a competitor is trying to outrank you for a simliar keyword. Any keyword you are attempting to rank at the top for should be something to consider tracking with Google Alerts.
Review sites
Yelp
ApartmentRatings.com
Responding to posts
Timeliness
Transparency
Honesty
Integrity
38% of participants report they monitor their reviews once a month
68% of site managers report they have not set up Google alerts for
their communities
How do you engage in improving your on line
reputation?
Timeliness
Respond to ALL posts; we recommend within
24 hours
Engaging
Engaging
TransparencyAre you being defensive in your
responses?
Do your responses communicate that you are open and being objective?
Don’t engage in an argument, state what you are willing to do about a
situation
Negative posts can not be taken personally, address the situation, not
the person posting
Engaging
Honesty
Own the situation, if there has been an error or
oversight, acknowledge it and apologize
Engaging
Integrity
Say what you mean and mean what you say
Engaging
Tylenol
Video
Case studies
Exxon Valdez
Video
Case studies
River Oaks ApartmentsBattle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
River Oaks Apartments, Battle Creek MI
Case studies
Kick it into coolSummary
Astro-turfingAstroTurf. Once famous for being the Brady Bunch’s lawn of choice, the term now refers to the endless stream of opinion spam that litters websites around the globe.You know what I’m talking about—those so-called “consumer reviews” that are stuffed with exclamation points, superlatives and robotic phrases like “Great rooms and service! Highly recommended!”
My fake-o-meter is also set off by:Reviews written by people who have no other reviewsReviews that only use the full brand name (“I heart the Electronica WavePulseSR3042 sound machine because the Electronic WavePulse SR3042 sound machine is the only one with frog sounds”)Really lame usernames, like “Jennifer S.” or “ReviewGal”Users who only write reviews on one author’s books, or one company’s products
Richmond Park Apartments:Hell on Earth
What’s your take?
• Break into groups• What are the main points to address?• Write a response• Remember:
– Apologize– Explain– Actions to be taken– Transparency– Avoid coming defensive– Remember who your audience is
The Ponds at Georgetown
• Built in 1989
• Purchased in 2006
• 68% occupied
• Manager arrested in a drug ring at the property
• Staffing issues and coverage
• 65% rating on ApartmentRatings.com
Time for a Reputation Intervention
• New Manager, New Owner, New Attitude
• Helped relay the message that change is happening
• Customer Service became their single focus
• Ratings improved
• Word of Mouth improved
Results…. 6 years later
• $200 over competition
• 100% occupied, 100% preleased through October 31st
• 100% rating on ApartmentRatings.com
• Word of Mouth referrals are 74% of their traffic
• Have a “HOPE AND A PRAYER” waiting list
Wrap-up
“The way to gain a good reputation is to endeavor to
be what you desire to appear.”
Socrates
Facts
Joe Marconi
734-747-6278www.smartapartmentsolutions.com