creating your online reputation workshop
DESCRIPTION
Glenn Pasch, COO of PCG Digital Marketing presents a workshop on how businesses can create an effective online reputation strategy.TRANSCRIPT
Your Business's Online Reputation
Glenn Pasch, COO PCG Digital Marke5ng
How to create a customer centric business and build a posi5ve online profile.
Workshop Goals
• Understanding Reviews and how they impact your business.
• How behavior onsite impacts online reputa:on
• What processes businesses need to implement
Ever Feel This Way?
Reviews are Used Everywhere
Does this “Reputation Management” Thing Really Affect Us? Should we really take this serious?
Sta:s:cs
After having a poor customer experience *….
• 86% of people told family, friends and co-workers • 20% posted negative comments online • 15% of people stopped doing business with the company • 64% of people switched to competitors • How do you impact these numbers?
*2009 Accenture Customer Service Report
What is your Reputation?
How to Begin?
• Decide what is the level of customer service you want to deliver?
Keys to Success
• Define behavior needed to achieve level of service
• Top down involvement • Training on new behavior • Follow up and encouragement
Physical Loca:on
Face to Face
Phone
Adver:sing &
Web
Product
Customer
Prioritizing Your Time
• Google Places is the most important place to start building directly placed reviews.
• Google Places aggregates reviews from other websites. • Google Places is highly visible and appears THOUSANDS of :me a month for the business.
• Businesses should make sure that they have claimed Google Places and that the profile is completely filled out.
• This includes: • Proper categories selected • Proper service area (radius defaults to 20 miles) • Proper descrip7ons that include targeted keywords. • Compelling videos and photos
Google Changes The Rules‐Again
• However, In July 20th, 2011 Google changed the rules on how reviews are displayed on Places.
• The change was influence by an:‐trust concerns as well as the mone:za:on goals of Google Places using Google Boost.(see below)
• This change demands a shiZ in the business’s online marke:ng strategy.
• July 25th Google relaunches Boost as Google Adwords Express
Google Places Prior to July 20th 519 Review
Counter based on all online websites
A Tsunami of Change Now only reviews on
Google Places show in star
count
After Google Places
• Secondary ac:ons should be to post on websites that have an unbalanced view of your business or that the last few reviews were nega:ve.
• If the website allows you to respond to a nega:ve post, make sure your response is BRAND ENHANCING.
• Do not FLOOD third party review sites with reviews in a short period of :me. This is not a sprint.
• Schedule 1‐2 reviews per week to be posted on the websites that are being aggregated in Google Places.
• The sites that are included on Google Places will vary based on many factors so check your Google Places lis:ng.
Where to Look • For businesses IRM hotspots will include:
• Google Places • CitySearch.com • Yelp.com • Yahoo.com • InsiderPages.com • Judysbook.com • Merchant Circle
Getting Customers to Post
• Geang customers to post reviews is best done while they are in the business.
• However, many plaborms track IP addresses so using one computer inside the business can flag reviews.
• The alterna:ves are: • Leverage Google and Mobile Devices • Provide exit paperwork to remind them about reviews. • Email templates that are sent aZer a customer visit • Phone Calls and Mailers
Leveraging Google & Mobile
Merchant Circle Mobile App
Provide Exit IRM Cards
Front
Back
Email & Phone Templates
• Do not add another call or email to your current process. • Templates should NOT overwhelm your customers reques:ng them to post to TOO MANY review sites.
• Rotate your templates to include two different choices in each template.
• Templates can be changed once review pos:ng goals have been achieved on specific sites.
• Review your current sales and service phone scripts to include an IRM call to ac:on.
How to Inspect • Setup Google Alerts
• It’s Free • Set an alert on your exact name • Set an alert on common varia:ons • Set an alert for key managers
• Have the alerts sent “as‐they‐happen” • Someone needs to be responsible for reviewing these alerts. • There are more sophis:cated tools that sort, priori:ze, and escalate these types of alerts but they will charge a monthly fee.
Google Alerts Controls
Documenting Change Jan‐11 Feb‐11 Mar‐11 Apr‐11 May‐11 Jun‐11 Jul‐11 Aug‐11 Sep‐11 Oct‐11 Nov‐11 Dec‐11
Google Places DealerRater.com
Edmunds.com CitySearch.com
Yelp.com Yahoo.com
InsiderPages.com Judysbook.com
PrestoDealerReviews.com
You can document the number of posi:ve and nega:ve review on each website each month as an execu:ve roll‐up to your management team.
Social Media and IRM • Happy customers can be compelled to vote if they feel that other people are doing the same.
• Engaging your customers on Facebook is another way in which reviews can be posted, even though they are not shown on Google Places, today.
• Uploading photos and videos to Facebook of new and used car deliveries and then tagging those images can create a spontaneous response.
Videos and IRM • Start taking videos of your happy customers in sales and service.
• Create a YouTube channel for reviews only. • Leveraging YouTube with customer tes:monials can also increase your posi:ve brand message.
www.ilovepres:gevolvo.com
Final Review • Take this very serious! It can have a direct impact on your business.
• 20%+ post reviews online • You Control what is wrijen about you. • Do your part and get a consistent flow of posi:ve customer comments.
• Take advantage and turn the review ra:ng websites into a STRONG “why buy from me message”.
Contact Me
• Need Assistance, Just Call! • Office: 732.450.8200 • Cell: 732.261.5472 • Email: [email protected]
Q&A
Thank You!