reputation management: the internet doesn ’ t forgive and forget

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management:The Internet Doesn’t Forgive and

ForgetDan Malloy

@danielgmalloy

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Reputation is Key• 78% of online Americans aged 18-64 use online reviews to help make their purchasing decisions• 49% of automotive shoppers check reviews while on your lot• Monitoring and responding are important!• Only reacting is not enough to keep you in front of your online reputation

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Reactive Process

• Monitoring for online mentions• Monitoring for reviews on third party sites• Responding to reviews

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Proactive Process

• Follow-up email surveys• Using Social Media to increase engagement• POS handouts for selected review sites• Encouraging customers to share feedback• Featured testimonials on website or social media• Reviews pages on your website• Addition of review site button to:

• Email signatures• Website• Email campaigns

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Social Media

• 80% of shopper consult social media• 62% cited Facebook as best channel• 12% Pinterest • 11% Twitter

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Social Media

• Abundance of information to influence customers:

• Customer conversations• Ability to share special events and incentives• Ability to add pictures (staff, customers, inventory)• Advertising opportunities• Customer reviews and Testimonials• And much more…

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Social Media

• You must engage your customers in order to:

• Encourage growth of your customer base• Maintain positive relationships• Increase brand recognition• Increase brand reach• Increase brand advocacy

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Survey Emails

• Common concerns about follow up emails:• Sending out too many different communications to customers• I’ll get too many negative reviews• These surveys will interfere with CSI surveys

• In response to these concerns:• Customers enjoy sharing their opinions• Frequency of email communications can be monitored and controlled• Negative customers are 15.3% less likely to consent to having their review published online• On average, 93.42% of published monthly reviews are positive• Follow up surveys are set up to send prior to CSI surveys and have been shown to increase CSI scores

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Follow Up Survey Emails

• Dealership branded, short surveys sent within 48 hours after a sales or service transaction• Opportunity to share experience with dealership and on 3rd party review sites• Able to quickly follow up with customer to resolve issues before CSI surveys• Can present opportunities to change dealer processes and improve customer experience• Impact to CSI surveys can be monitored

CSI Surveys

• OEM branded, longer surveys sent about 10-14 days after a sales or service transaction• Measures multiple aspects of customer’s dealership experience• Provides data to allow dealers to make process improvements• Survey response rates are monitored monthly

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Response Handling

• We’ve all seen how poorly customer feedback can be handled online…

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Response Handling

• And we’ve all seen examples of how to properly handle responding to customer feedback online…

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Response Handling

• Why is it important to respond to all reviews?

• Make sure customer issues don’t slip through the cracks• 95% of complaining customers will do business with you again if their concern is addressed• Effective responses increase positive loyalty behaviors by more than 20%• 21% of car buyers changed dealership selection based on review site interaction• Maintain positive relationships• Engage current and potential customers

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Response Handling

• Benefits to a response handling plan• All reviews are handled professionally and in a timely manner• Dealership is engaged with customer base• More time to focus on customers and day to day operation of the dealership• Improved review site ratings• Increased referrals

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Response Handling

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Recap

• Key ways to increase customer satisfaction, loyalty, and overall dealership success:

• Social media management• Customer follow up surveys• Response handling plan

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

Reputation Management

Conclusion

• People will talk about your dealership• Make sure you’re a part of the conversation, when it happens, where it happens

Contact Info

Full Name:

Company:

Job Title :

Email:

Twitter:

Dan Malloy

Naked Lime Marketing

Product Manager

Dmalloy@nakedlime.com

@danielgmalloy

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