PM EXPO 2012 Managing your Reputation & Brand in a Social Media World
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Reputation Management is becoming a key component in every marketers tool box. This slideshow dives into reputation management tips and strategies for professionals in the real estate space. The slideshow covers 3 main topics: What is reputation management, Why it matters, and what you can about it. If you like the presentation shoot me an email at steve [at] neighbourhoodbuzz [dot] com
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PM EXPO 2012 Managing your Reputation & Brand in a Social Media World
- 1. Managing your Reputation & Brand in a Social Media World Prepared by: Steve Ballantyne, Director of Business Development at Neighbourhood Buzz Trusted by Canada’s best property management companies. Copyright © Neighbourhood Buzz Communications. 2012.
- 2. You’re busy, we appreciate your time today. Building Marketing Assets 2
- 4. What this presentation is about What is an online reputation Why it matters What you can do Building Marketing Assets
- 5. In the beginning… Building Marketing Assets
- 6. We’ve always been social… Building Marketing Assets 6
- 10. The shift in communication #scary Building Marketing Assets 10
- 11. Reputation Management Challenge #1: Technology is everywhere Building Marketing Assets
- 12. Reputation Management Challenge #2: Everyone is Oprah Building Marketing Assets
- 13. Reputation Management Challenge #3: The Generation Gap Building Marketing Assets
- 14. Reputation Management Challenge #4: You can’t make everyone happy all the time Building Marketing Assets
- 15. Ellen’s take on Google Building Marketing Assets
- 16. Where we could be #hopeful Building Marketing Assets
- 17. Defined: Reputation management Reputation management is the practice of understanding or influencing an individual or business’ reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results. Although it is often associated with ethical grey areas such as astroturfing review sites, trying to censor negative complaints or using gamey SEO tactics to influence results, there are also ethical forms of reputation management, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development. Source: Wikipedia Building Marketing Assets
- 18. What makes an online reputation? Building Marketing Assets 18
- 19. What makes an online reputation? Building Marketing Assets
- 20. The most reputable company… … in the world. Source: RepTrak Building Marketing Assets
- 21. The most reputable brands in Canada? Source: RepTrak Building Marketing Assets
- 22. Building Marketing Assets 22
- 23. CBC Marketplace Blog Building Marketing Assets 23
- 24. Facebook & Twitter Building Marketing Assets 24
- 25. Search engine results Building Marketing Assets 25
- 26. Let’s take a look in the mirror Building Marketing Assets
- 27. Why should I be concerned with my online reputation? Building Marketing Assets 27
- 28. How prospects look for apartments today Building Marketing Assets 28
- 29. Marketers have lost control “One in two buyers are in some way influenced in their buying decisions by rating and review sites; brand integrity now resides in the public domain.” Dennis Smillie Source: Statisfacts (www.statisfacts.com) Building Marketing Assets
- 30. What you can do? NOTHING Building Marketing Assets
- 31. ZMOT: The new buying process http://www.youtube.com/watch?v=g40rrWBx2ok Building Marketing Assets
- 32. Influencing your reputation … start listening Building Marketing Assets 32
- 33. Who are we listening for? Dissatisfied customers Sales leads Brand champions & evangelists Building Marketing Assets
- 34. Dissatisfied Customers Building Marketing Assets 34
- 35. Dissatisfied Customers Building Marketing Assets 35
- 36. Sales leads Building Marketing Assets
- 37. Brand Evangelists Building Marketing Assets 37
- 38. How do we listen online? Free: Google alerts, Hyper alerts Low cost: Hootsuite Enterprise: Salesforce / Radian6 Building Marketing Assets 38
- 39. Google Alerts Building Marketing Assets 39
- 41. Radian 6 Building Marketing Assets 41
- 42. Google Alerts Building Marketing Assets
- 43. How can I influence my online reputation? Building Marketing Assets
- 44. How do we influence review sites? Building Marketing Assets 44
- 46. Can I pull a review down? Google Places – “Flag as inappropriate” Google will review Yelp – if it violates terms for service or content guidelines Myhood.ca – indicate “no” under helpful, will investigate Bedbug registry – contact site, will mark as “disputed” Author can always take down their review. Try reaching out to them directly. Building Marketing Assets 46
- 47. Can I respond to a review? Yes Google Places – “Business Owner Response” Yelp – Publicly & privately Bedbug registry – publicly Nope Myhood.ca – contact site only Building Marketing Assets 47
- 48. How do I influence search? … produce your own unique content Produce your own unique content Building Marketing Assets
- 49. **Super secret special Bonus** Building Marketing Assets
- 50. How do I influence social? … engage! Building Marketing Assets
- 51. See the magic in action Building Marketing Assets 51
- 52. Bonus #2: How to address negativity 1. Say thank you 2. Address the complaint 3. Inform on action you/they should take 4. Promise a brighter future Always be polite! Building Marketing Assets 52
- 53. How do you get more positive reviews? … ask! Building Marketing Assets
- 54. What could be! Listen to all online chatter about your brand Influence to create the web presence you want Positive testimonials around the web Maintain a watchful eye Building Marketing Assets 54
- 55. The integration continues… Building Marketing Assets 55
- 56. The integration continues… Building Marketing Assets 56
- 57. Benefits Increase sales: Prospects have researched you online and are “warmed up” before they meet you Avoid losing prospects: Replace and address negative comments Cost-effective & authentic marketing: Find brand champions and reward to pro-actively influence conversation Building Marketing Assets 57
- 58. Where are we going? More ‘American Style’ review sites ie: www.apartmentratings.com More chatter across the social web Mobile & Twitter increasing speed More power to the people Building Marketing Assets 58
- 60. Thank You! steve@neighbourhoodbuzz.com Building Marketing Assets 60
Notas del editor
- ----- Meeting Notes (12-02-17 13:28) -----GreetingThank Jason and LLWS for putting on this event
- ----- Meeting Notes (12-02-17 13:28) -----I know you're busy.We appreciate your time and promise to make this a worthwhile investment.
- ----- Meeting Notes (12-02-17 13:28) -----People have always been social.Bon-fire----- Meeting Notes (12-02-21 11:26) -----One reason people love food so much is the social aspect. It feels good to converse!
- ----- Meeting Notes (12-02-17 14:39) -----Back when business was truely social. Owners knew customers.Customers knew owners."Where everybody knows your name"
- ----- Meeting Notes (12-02-17 14:39) -----Then something happened.Corporate culture became cold and customers became #'s.Companies became too big to know everyone by name.----- Meeting Notes (12-02-27 10:40) -----The people didn't like it but they started to accept it as they way business is done. But then social media came along and things started to change.
- ----- Meeting Notes (2012-11-27 18:16) -----• On day 1 the campaign received almost 6 million views(that’s more than Obama’s victory speech)• On day 2 old spice had 8 of the 11 most popular videos online• On day 3 the campaign had reached over 20 million views• After the first week old spice had over 40 million views• The old spice twitter following increased 2700% (probably off a lowish base)• Facebook fan interaction was up 800%• Oldspice.com website traffic was up 300%• The old spice YouTube channel became the all time most viewed channel (amazing)• The campain has generated 1.4 billion impressions since launching the ads 6 months ago• The campaign increased sales by 27% over 6 months since launching (year on year)• In the last 3 months sales were up 55%• And in the last month sales were up 107% from the social responses campaign work• Old spice is now the #1 body wash brand for men.
- ----- Meeting Notes (12-02-23 13:41) -----The signifigance of this change is word of mouth. SM has increased the velocity and reach of word of mouth in a way traditional cannot. At a fraction of the cost. Word of mouth, in order to be effective, is relationship based. The currency of this channel are trust and relevance, this has to be earned. Cannot be bought----- Meeting Notes (12-05-09 11:32) -----A brand's image has always been a function of how people percieve the company. The only difference today is residents are able to share those preceptions with each other.
- ----- Meeting Notes (12-05-09 11:31) -----Technology, used properly, can allow us to deliver that old style service with a smile to a larger number of residents.----- Meeting Notes (12-05-09 11:35) -----This presentation is about how use these tools to create that positive perception about your brand.----- Meeting Notes (12-05-10 13:44) -----Mitch Joel's "back to the start" video
- ----- Meeting Notes (12-02-23 10:05) -----Who's familiar with the Marketplace story? The did a 30 minutes story on transglobe----- Meeting Notes (12-02-23 16:04) -----We are going to take a look at each 'input' using a recent PR incident in your industry.
- ----- Meeting Notes (12-05-10 13:50) -----Transglobe - Not trying to point fingers here. My intention is to bring you the most value by using an industry case study.
- ----- Meeting Notes (12-02-23 09:35) -----I'm not trying to single anyone out, but this is highly relevant. The buzz was so big it made for an ideal case analysis. The goal is to learn what happened and what to do and not to do. We'll discuss some things that could have been handled better. ----- Meeting Notes (12-02-24 11:31) -----FB has broken 1000, twitter broken 200, email over 100. People are still sharing!
- ----- Meeting Notes (12-02-23 10:05) -----The TV program lasted 30 minutes, the real damage happened on the Blogs, twitter feeds, FB pages and is still going on today.Ernest > came off credible, well written, rational > hard to combatSHareowner > the length people will go prove point / may not even be a tenant / investor relations
- ----- Meeting Notes (12-02-23 10:05) -----Not highlight these points to pass judgement, I want to show you how far people will go when a story about you breaks, they will keep it alive. Transglobe knew months in advance that this story would break, and it appears that no preparation was made. The result? Uncontrolled conversation about you (tenants and public)
- ----- Meeting Notes (12-02-23 10:05) -----The last piece of your online reputation: search. Google is something we are all familiar with. So in the face of all this what was the official response?
- ----- Meeting Notes (12-02-14 14:32) ----- -the digital world is now a real reflection of the real world -people google businesses more than other people -significant negative info online can hide you in search results (ex: Dell, Rick Santorum…)----- Meeting Notes (2012-11-27 18:31) -----Customers are online Prospects are onlineCompetitors are onlinePeople pissed off at your company for no reason are onlineThe future is online
- ----- Meeting Notes (12-02-17 14:39) -----almost half covered on FB, email, twitter----- Meeting Notes (12-05-09 21:02) -----We're concerned with 5 and 6. Representing 1 in every 2 renters.
- ----- Meeting Notes (12-05-10 13:50) -----Word of mouth has always mattered, it just looks different today.
- ----- Meeting Notes (12-02-15 16:05) -----Who are you looking for?----- Meeting Notes (12-02-22 16:05) -----1) correct misinformation, make remarkable recoveries, answer questions, point towards proper channels, help out!2) listen and learn 3) reward! recognize, incentivize, research----- Meeting Notes (12-02-22 16:07) -----"keep your friends close, hold your enemies closer." to learn! real talk----- Meeting Notes (12-02-23 10:19) -----3) GROW - recruit more of them, the more champions you have the better your company will be (Greenrock ex)
- ----- Meeting Notes (12-02-15 16:05) -----Who are you looking for?----- Meeting Notes (12-02-22 16:05) -----1) correct misinformation, make remarkable recoveries, answer questions, point towards proper channels, help out!2) listen and learn 3) reward! recognize, incentivize, research----- Meeting Notes (12-02-22 16:07) -----"keep your friends close, hold your enemies closer." to learn! real talk----- Meeting Notes (12-02-23 10:19) -----3) GROW - recruit more of them, the more champions you have the better your company will be (Greenrock ex)
- ----- Meeting Notes (12-02-24 11:37) -----Brand De-vangelist
- ----- Meeting Notes (12-02-23 13:22) -----Who's talking? Can be influential people (customer service expert). This article written 4 years ago, still #2 on Google!What's the impact? How many prospects have been researching Transglobe and stopped right here?
- ----- Meeting Notes (12-02-14 14:33) ----- -Google yourself (while logged out) -get rid of old/dormant profiles (TransGlobe twitter example) -take advantage of free tools like google alerts, etcEngage across networksPre picked companies (no surprises)
- ----- Meeting Notes (12-02-23 13:22) -----Radian 6 > hootsuite on sterioids etc
- ----- Meeting Notes (12-02-14 14:34) ----- -check Yelp, DoNotRent, ApartmentRatings, Gripevine -(depending on platform) respond in a personal, apologetic way and offer to continue conversation offline -generally, person complaining just wants to be heard -repeat company name with compliments, don't repeat with negative reviewsComing to canada, not big right now
- ----- Meeting Notes (12-05-09 21:53) -----Step 1: approach person directly (public or private) and ask how you can retify the situationStep 2: Ask them to post an update or take down review
- ----- Meeting Notes (12-02-23 13:22) -----Radian 6 > hootsuite on sterioids etc----- Meeting Notes (12-05-08 16:29) -----Yelp - there's rumours going around that you can pay Yelp to remove negative reviews if you become an advertiserMyhood.ca - maintains a tight "no remove" policyGoogle Places - Flag as innappropriate, if it violates Google policy they'll pull it down. Business Owner response is the best route.Bedbug registry - no pull down?
- ----- Meeting Notes (12-02-23 13:22) -----Radian 6 > hootsuite on sterioids etc----- Meeting Notes (12-05-08 16:29) -----Yelp - there's rumours going around that you can pay Yelp to remove negative reviews if you become an advertiserMyhood.ca - maintains a tight "no remove" policyGoogle Places - Flag as innappropriate, if it violates Google policy they'll pull it down. Business Owner response is the best route.Bedbug registry - no pull down?
- ----- Meeting Notes (12-02-22 16:17) -----magic formula: consistenatly see 180 turn in attitude
- ----- Meeting Notes (12-02-23 13:22) -----Has anyone used tripadvisor? If you see only positive review it doesn't feel authentic, need some negative or neutral. Does it sound credible? People are able to decifer between angry people and rational/credible reveiws. Don't fear the negative.----- Meeting Notes (12-02-23 13:26) -----Using Facebook to personalize my experience, I didn't do anything!
- ----- Meeting Notes (11-06-17 08:38) -----Walk into building get building alerts----- Meeting Notes (12-05-09 21:35) -----you can listen then influence these conversations, or you can let your tenants determine your online reputation. We think you should take control.