Reputation Management: Revisited Ryan Leslie

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Reputation Management: REVISITED!

TODAY’S PRESENTER

Ryan LeslieDirector of Dealer Experience

Ryan@DealerRater.com678.919.9999 @jrleslie

Failed strategies of the past• What can we learn from looking backward?

Four Best Practices that will motivate employees to be ACTIVE in the review collection effort.

1. Strive for Stories!2. Manage your OWN Brand - Keys to your meet the staff page3. Put the ME in Team4. Adopt the Lifecycle of Reviews

Parting Thoughts and Q&A

TODAY’S OBJECTIVES

Things are Clearer in the Rearview Mirror

Things are Clearer in the Rearview Mirror

The Results were Incredibly Un-Credible

• Inappropriate content: Don’t post reviews that contain or link to unlawful content, or content that violates our Google+ content policy. We may also remove reviews that include plagiarism or are copied from other sites.

• Advertising and spam: Don’t use reviews for advertising or post the same or similar reviews across multiple places, don’t post fake reviews intended to boost or lower ratings, and don't include links to other websites. For certain types of businesses that are prone to spam, we also reserve the right to prevent reviews from publicly appearing across Google.

• Off-topic reviews: Reviews should describe your personal, first-hand experience with a specific place. Don’t post reviews based on someone else’s experience, or that are not about the specific place you are reviewing. Reviews are not a forum for personal rants or crusades. Don’t use reviews to report incorrect information about a place--use the Report a problem link for that place instead.

• Conflict of interest: Reviews are only valuable when they are honest and unbiased. For instance, as a business owner or employee you should not review your own business or current place of work. Don’t offer money or product to others to write reviews for your business or write negative reviews about a competitor. We also discourage specialized review stations or kiosks set up at your place of business for the sole purpose of soliciting reviews. As a reviewer, you should not accept money or product from a business to write a review about them. Additionally, don’t feel compelled to review a certain way just because an employee of that business asked you to do so. Finally, don’t post reviews on behalf of others or misrepresent your identity or affiliation with the place you are reviewing.

12-12-12

Google Local Review Policies

What Have We Learned? Customers CRAVE Real

Reviews!

Today’s Consumer

July 7th, 2014 - BrightLocal releases 4th annual survey to understand how online reviews influence the attitudes of consumers toward local businesses and how they directly influence the purchase of local business services.

Key Findings:

88% of consumers say they trust online reviews as much as personal recommendations (vs. 79% in 2013)

85% read 10 or more reviews

Online Reviews Trump Personal Recommendations

Today’s Auto Shopper

=

Online Reviews Are Your Customer Experience History Report

Begging for a “5 Star” Review is a Failed Strategy

Never beg for a 5 star review……ask the customer for their story.

Best Practice #1: Strive for Stories

5 words and 5 stars will not sell or service cars!

Best Practice #1: Strive for Stories

• Don’t say:- “Would you please give me a review?”

• Say:- “I’ve really enjoyed helping you find your new car. Would you be willing to share your story with others?”

-  “Do you remember that website I shared with you that featured all of my favorite customers? I’ve really enjoyed doing business with you, would you be willing to share your story on my site?”

Best Practice #1: Strive for Stories

• BIO: What makes you different? Why do you do what you do?

• Current Content: New reviews every day or two!

• Contact info: Ok, You’re awesome! How do I find you?

• Great Headshot: If you look like a felon, you won’t get a phone up!

• Video: No medium captures you better

Best Practice #2: Manage Your OWN Brand

MOTIVATION

Best Practice #3: Put the “ME” in TEAM

SpiffsThreats

Motivation

Stop the Spiffs!

This: Without this:

Intrinsic Motivation is…

The Science of Motivation

In simplistic terms, it tells the individual to repeat what it just did to get that reward again in the future. Remember Pavlov?

Dopamine is the chemical responsible for signaling feedback

for predicted rewards.

The Science of Motivation

Pavlov’s Human?

…the Anticipation of Reward

Behavior Modification is…

CA$H Behavior ModificationEasy/Low Effort

Quick FixLow Impact on Consumer Experience

Short Term Payoff

Requires PlanningRequires Intention

High Impact on Consumer ExperienceCulture Change Agent

Review Collection Strategies

Read reviews in meetings: The Good, The Bad, and The Ugly! Post reviews in the break room Email to “all” to recognize excellence from GM or DP Best review of the week rewards: no Lot Duty, eat first on Saturday

Best Practices for Employee Recognition

Reviews ARE Effective Marketing

The Signature line of your email should include a hyperlink to your reviews• Not a request to write them• Testimonial tab on your site is for marketing NOT solicitation

Reviews should be incorporated into your lead response• Remember that the average consumer will do 24 points of research and

visit 1.2 dealerships – DIFFERENTIATE!

Reviews ARE Effective PERSONAL Marketing

Avoid “showrooming” with reviews• Never leave your customer unattended without your “Digital Brag Book"

Utilize “Google Me” Strategy

Get Creative• QR Codes; Bitly links, Facebook posts from your personal account

Reviews ARE Effective Personal Marketing

Salesperson leverages

reviews in the sales process

Consumer READSReviews

Consumer chooses the salesperson

because of their reviews

Salesperson provides an

excellent consumer experience

Salesperson asks the consumer to

share THEIR STORY

Best Practice #4: Adopt the Lifecycle of Reviews

Consumers that view employee review pages of Certified Dealers on DealerRater

are 12 times more likely to convert to a lead for the dealership compared to consumers

that did not visit DealerRater

Employee Reviews = Consumer Engagement

It is going to happen so be prepared Remember your REAL audience when

you respond Quit Apologizing!

• Thank them for their time to write the review. An apology isn’t always required.

Don’t be so quick to dismiss it• Investigate. Is there any truth to the

review? Would a reasonable person feel this way?

• Remember that negative online reviews represent lost opportunity.

Negative Review Responses

Strive for stories NOT stars!• Change how you ask for this content; A story resonates more than a star count

Be your own Brand

• Teach individuals to be their own brand and embrace the competitiveness on your floor and in your drive

Put the "ME" in team • Stop the Spiffs with long term motivation and true culture change

Adopt the Lifecycle of Reviews

• Your next review opens the door to your next sale; don’t break the cycle by failing to ask for a story

Revisit your negative Review Responses• Respond to all negative reviews; Apologize when necessary

Key Takeaways

“The way to a good reputation is to endeavor to be what you desire to appear.”

-Socrates

Key Takeaways

Time for transparency…

Why IS20G?

There is Power in a Written Commitment

Goal Setting

TODAY’S PRESENTER

Ryan LeslieDirector of Dealer Experience

Ryan@DealerRater.com678.919.9999 @jrleslie