WELCOME!

Accredited Business Orientation & Networking Breakfast

August 2, 2012

Thank you to Space2Burn for sponsoring this event

Better Business Bureau’s Mission: To be the leader in advancing marketplace TRUST!

• Create a community of trustworthy businesses• Set standards for marketplace trust• Encourage and support best practices• Celebrate marketplace role models• Denounce substandard marketplace behavior

BBB Goals for 2013

• Put consumers “in the know”• Serve businesses better• Increase market share• Improve operational efficiency• Secure our financial future

History of the BBB

• BBB was founded in 1912 in Minneapolis to address problems with deceptive and misleading advertising

• Advertising Review is the foundation of the BBB and remains one of our most important functions

• Our BBB was recognized last year as the top ad review program in the country!

• Our programs and services have expanded significantly for both businesses and consumers over the years

Business ReviewAccredited Business Website

Accredited Business Services

Your Business Review

• Can provide more information about your company • New, customizable features:

– Photos & Videos– Hours, Maps, Directions– Refund Policy– Special Coupons– Request a Quote

• Consumers view on avg. 8,000-10,000 reviews/day on our local website!

http://www.bbb.org/minnesota/business-reviews/better-business-bureau/sample-business-review-in-saint-paul-mn-96349856/photos-videos

Accredited Business Web Site

• Designed specifically for your business• Username / Password to Access• “One-stop shop”• Manage your account

Log on with your

username and

password

Claim Your Business Review

1.

2.

3.

Edit Your Business Review

BBB Online Dynamic Seal

• Highlight your accreditation on your website

• Available as part of your annual dues• Logo is a two way live link to your

Business Review• Will help to enhance your overall SEO• Can track and measure your click

through stats• Connects BBB.org (an authority site)

to your company’s website

Questions about your BBB Accreditation?

Accredited Business Hotline:651-699-0011888-646-6222

E-mail:ask@thefirstbbb.org

BBB Communications, Marketing and Co-Branding

BBB Communications

• Marshall A. Mott Award winners!• Our BBB receives media inquiries from reporters DAILY• Regularly in top 10 media hits for BBBs in the country• Our BBB received about 6,000 media hits last year and

distributes information to almost 1,000 media venues throughout MN/ND

• By being part of the BBB, you are raising your own company’s visibility through our organization

BBB Communications

• Active on social media sites (Facebook, Twitter, Linked In)

• Like us on Facebook / follow us on Twitter• Read our Blog [minnesota.bbb.org/blog]

Consumer Research

• Consumers are using multiple online research sites• 40% of consumers said the BBB was the first online site

they thought of for business reviews and ratings• BBB.org is seen as a more authoritative business review

source• Consumers say they “have seen BBB logo in ad, online,

or at a store” as one of top BBB logo recognitions• Only 37% of ABs display the BBB accreditation on their

printed materials & ads, 47% on their websites

Two Marketing Strategies to Businesses & Consumers

1. Promote general BBB brand / awareness2. Co-brand to help ABs to stand out in the

marketplace

BBB Brand AwarenessTwin Cities (2012)

• Twin Cities Metro Transit Buses – 200 buses

• All Over Media – 200 bathroom advertisements

• Billboard Campaign• Radio Ads – Clear Channel Radio

• Pioneer Press Centennial insert (July)

• Twins Radio Network – Sunday BBB Tip of the Game

BBB.org and SEO

• bbb.org is an “authority site” – search engines see it as reliable and trustworthy (giving it a higher weight in searches)

• A link from your own Web site to an authority site is far more valuable than a typical link

• Business Reviews are SEO optimized, which helps drive overall SEO for bbb.org and your company

Online Directory Advertising

• 45,000 views/month• All ABs are automatically listed

alphabetically in their business category(ies) for consumers to view on the BBB website

• Can add logos, social media links, coupons, add’l cities, and/or “premium listings” on top of page categories

• On average, BBB premium listings receive 5 times more exposure than traditional listings

• Coming soon: web advertising on thefirstbbb.org web pages!

Co-Branding with the BBB

• Minnesota Twins: year-long partnership– 30-sec LED signage bullpen– Spots still available for this season

• My Talk “Home Talk”– One-hour weekly call in radio show– Four Accredited Business partners as rotating hosts– Looking for gen. contractor/remodeler and landscaper

• Special Advertising Features– Pioneer Press, Star Tribune, Mpls/St. Paul Business Journal

Co-Branding with the BBB

• Clear Channel Outdoor– “Buy one get one free” billboard opportunity– Choose premium locations on major TC

interstates– Can change message daily/weekly

Looking to Partner with Accredited Businesses

• BBB can provide special ad rates for ABs, with several media outlets local and around the state

• Contact Lisa Hiebert at 651-695-2411 or lhiebert@thefirstbbb.org with ideas!

Complaint ProcessCommunity Mediation Center

Conciliation Services

My company received a complaint. Now what???

All great companies receive complaints – it is how you deal with them and take care of your customers

that makes you stand out above the rest.

Anatomy of a Complaint

• Why did I receive the complaint?

• Why should I resolve it?

• The positives of a complaint

Complaint FAQs

• Classifying complaints

• Valid vs. Invalid complaints

• Complaint process

Complaint Process Timeline

Your complaint will be sent to the business in:

1-5 calendar days from the date we receive the complaint

The business will be asked to respond in:

10 calendar days from the date you filed the complaint

You will be notified of the business response:

When we receive it

If the business fails to respond, you and the business will be notified:

31-35 calendar days from the date you filed the complaint

Complaints are usually closed within:

35 calendar days from the date you filed the complaint

Know Your Role

• As an accredited business you have agreed to be responsive by addressing marketplace disputes quickly, professionally, and in good faith.

• If you need help revising a response – tell us.• If you need more time to respond – tell us.• If you’ve already resolved the issue – tell us.

Response Tips

• Be fair and reasonable• Acknowledge the experience your customer had• Stick to the facts• Address all issues• Provide documentation to support your response

Other Things to Know

• Complaints are a part of your business review for 36 months

• If any company, accredited or non-accredited, fails to respond to a complaint, the case will close as unanswered and drop their rating

• Your rating can fluctuate• In addition, as an accredited business, you are at risk

of losing your accreditation

Complaint Detail

As of March 1, 2012 our BBB has been reporting complaint detail in business reviews!

“The text of your complaint will be publicly posted on the BBB website. Please do not include any personally identifiable information in describing the nature of your complaint. By submitting your complaint you are representing that it is a truthful account of your experience with the business. BBB may edit your complaint to remove any personally identifiable information and/or inappropriate language, but it is ultimately your responsibility to remove this information.”

Background: Complaint Detail

• 2008 CBBB board issued policy allowing BBBs to include complaint detail in Reliability Reports (Business Reviews)

• TRANSPARENCY• Consumer Research• As of February 28, 2012 we had 6 months of edited

complaints completed for reports• What is included in the detail?

Complaint Detail and Your Business Response

Businesses should omit the following things when responding to a consumer complaint:•Contact names/numbers, invoices numbers, etc.•Any and all banking information, Credit card numbers, Email addresses•HIPPA information, Social Security information, Drivers License number, Date of Birth •Abusive language •Anything else that could be deemed as personally identifying information

The Positives of Complaint Detail

• Will allow consumers to make up their own minds about the case

• Providing literal content of a company’s complaints and their verbatim responses adds transparency and openness to BBB processes, as well as provides both consumers and businesses with hard data backing up a company’s accreditation and rating

• Other BBBs who have offer complaint detail in their reports (some BBBs have had this option for more than 2 years) have experienced success

Community Mediation Center

• Pre-Complaint Business Assistance• Conciliation• Mediation• Binding Arbitration• Court Appointed Mediations• Mediation & Conflict Resolution Training• Pre-Dispute Arbitration Contract Clause• BBB Autoline Program

Institute for Marketplace Ethics

Institute for Marketplace Ethics

• The educational foundation of the BBB• Center for Character Ethics

– Current and Future workforce– Integrity Awards & Ethics Summit– Ethics Showcase

• Center for Fraud Prevention – Educating at-risk consumers– Senior, Military, and Youth Outreach

BBB Centennial Celebration Lighting the Way in 2012

• Goal: To engage businesses, consumers and media to champion business ethics and support our shared vision of a marketplace where buyers and sellers can trust each other.

• Events & Programs:

• Visit BBBis100.org for more info!

TPT/BBB Documentary (January) Scam-a-thon (March 4-10)

MPLS Home & Garden Show (Feb. 29-Mar. 4) Ethics: Uploaded Student Video Contest

Ethics Summit at UST (April 17) BBB @ BizTown (June)

Centennial Luncheons (Summer/Fall) Minnesota and ND State Fairs (Summer)

Governor’s Reception-MN (July 18) Integrity Awards Centennial Gala (Oct. 29)

“Good Eggs & Scams” BBB Night @ the St. Paul Saints (July 30)

Thank You!

Questions and Answers