5 Hacks to Turn Negativity Online Into Rave Reviews
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Transcript of 5 Hacks to Turn Negativity Online Into Rave Reviews
5 H A C K S T O T U R N N E G AT I V I T Y O N L I N E I N T O
R AV E R E V I E W S
Dave KerpenCEO of Likeable Local@DaveKerpen @LikeableLocal
#LikeableWebinar
Patrick AmbronCEO of Brand Yourself@Patrick Ambron @BrandYourself
For Your Small Business
5 HACKS TO TURN NEGATIVITY ONLINE INTO RAVE REVIEWS
• Create a Positive Online Presence• Optimize Online and on Social• Create and Share Great Content• Respond to Negativity • Surprise and Delight
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
1. Create a Positive Online Presence
“Presence is more than just being there”- Malcolm Forbes
Why Social Media?1.44 billionmonthly active Facebook users
77% of consumers trust
recommendations from both their families and friends
71% of peopletrust products and services they find on Facebook
The average user logs onto social
networks 1.72 hours per day; that’s
28% of all online activity!
$8.5 billion was spent on social this year and it reach nearly
$14 billion in 201823% of Facebook Users check their
accounts at least 5 times a day @DaveKerpen | @PatrickAmbron | #LikeableWebinar
SOCIAL MEDIA = THE NEW WORD OF MOUTH
-90% of people trust business recommendations from someone they know.
-People are 4x more likely to buy when referred by a friend
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
SOCIAL ADS HAVE BUILT IN
ENDORSEMENTS FROM FRIENDS .
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
THE REALITIES OF SOCIAL MEDIA
• $8.5 billion was spent on social in 2015.• $14 billion will be spent in 2018.
BUT• Social media will NOT bring you immediate
results.• Social media cannot make up for a bad
product or service.
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
SOCIAL MEDIA IS YOUR MARKETING WEAPON
• There are 1.44 billion Facebook users.
• 71% of people trust services they find on social media.
• The average user logs into social networks 1.72 hours per day.
• That’s 28% of all online activity!
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
2. Optimize Online and On Social
““Insanity: doing the same thing over and over again and expecting different results.”- Albert Einstein
Facebook Reachageddon
“Facebook Reachageddon”
means businesses now have to pay to
play to get their content seen”
= The End of Organic Reach. If you aren’t paying to boost your posts, only 1-2% of your fans will
see your posts organically
A FEW YEARS AGO IT HAPPENED TO BIG BRANDS
.03% of their
following
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
NOW IT’S HAPPENING TO SMALL BUSINESSES…LIKE YOU
.06% of their
following
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
SOLUTION: Advertise Smarter
✓Set Goals ✓Reach The Right People ✓Scale Smarter
3 Pillars of Ad Success
SET S.M.A.R.T GOALS FOR YOUR SOCIAL ADS
SpecificMeasureableAttainableRelevantTime Bound
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
REACH THE RIGHT PEOPLEUse Hypertargeting & Nanotargeting
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
REACH THE RIGHT PEOPLE: Custom & Lookalike Audiences
✓ Get more business and referrals from current customers✓ Attract people similar to your current customers✓ Get already-interested prospects closer to buying✓ Retarget “cold-feet” visitors
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
3. Create and Share Great Content
“Traditional marketing talks at people. Content marketing talks with them.”- Doug Kessler
Follow the 10 Commandments of Content Creation
~From our Free eBook SocialContentEBook.com ~
-Give your followers a reason to engage-Think positive-Remember to K-I-S-S (Keep It Simple, Stupid!)-Have a Conversation -Ask Yourself: Is it Sharable? -Know How to Properly Curate -Be Mindful of the 4-1-1 Rule-Keep It Timely -Use Visuals To Enhance Your Message-Tell a Story
Use Your Unique Brand Voice
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
“It’s your responsibility to share and re-share great content.” -Dave Kerpen
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Rework Your Content to Make It Fit Every Social Network
4. Respond to Negativity “Life is 10% what happens to you and 90% how you react to it.” -Charles R. Swindoll
Sometimes negativity is unavoidable…
But there are ways to fix the situation!
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Option 1: Delete it?
The Do Not Delete Rule…
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Option 1: Ignore it?• Ignoring negative comments shows
that your customer’s opinion doesn’t matter
• What impression do you want to leave on your potential customers?
No response is a response!@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Complaints are Unavoidable• Think about turning your customer
care into an asset!
• Avoiding the problem won’t make it go away.
• Turn an inevitable negative into a positive!
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
So what do you do?
Respond…Quickly!
1. Respond Publically
2. Resolve Privately
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Incentivize for Positive Feedback on Social!
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
5. Surprise and Delight“We need to continue to surprise and delight our customers in a relevant and consistent way wherever they are.”- Mark Schaefer
Positivity Goes a Long Way
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
Turn Complainers Into Supporters!
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
NOW LET’S REGROUP…
• Create a Positive Online Presence• Optimize It• Create and Share Great Content• Respond to Negativity • Surprise and Delight
@DaveKerpen | @PatrickAmbron | #LikeableWebinar
BRANDYOURSELF CAN HELP
DIY Product Concierge ServicesFree / $99 per year $399 - $899 per month
Or give us a call:
646.863.8226
Free Personal Branding Consultation
bit.ly/byconsult
THANK YOU / QUESTIONS
Connect with us: @DaveKerpen
@PatrickAmbron
Grow your business at LikeableDemo.com
Mention this #LikeableWebinar to save!
“How dare you settle for less when the world has made it so easy for you to be remarkable?” - Seth Godin
GRAND PRIZE!How can Likeable Local help?