With co-hosts Homes.com and For Rent Media Solutions, we hosted a fantastic webinar called "Secrets to Effective Reputation Management," with presenter Erica Campbell Bryum, Director of Social Media. Attendees walked away with the tools that allow you to react in a confident and timely manner to manage and protect your online reputation.
2. So You Run A More Successful Business
AppFolio
• Property management and accounting
• Online rent collection (free)
• Prospect / guest card tracking
• Marketing
• Website
• Payment processing
• Online applications
• Resident Screening
Complete Solution Includes:
Web-Based Property Management Software
3.
4. • Reputation Management Bootcamp
• Play the Field: Get Listed in Business
Directories
• Scoring Fan Reviews on Social Channels to
Enhance Your Image
• Tackling Reviews: The Good, The Bad, The
Ugly
• Blitz the Competition: Monitor Your Competitors
to Get Ahead
• Offensive & Defensive Moves to Promote &
Protect Your Brand
• The End Zone
5. Download a FREE Reputation Management eBook
bit.ly/OnlineReputationeBook
31. • Get featured on as
many local
directories, apps and
mapping sites as
possible
• Build your brand with
consistent information
• Get more search
engine credit
32. Most Profiles:
Name
Address
Phone Number
Extended Profiles:
Name
Address
Phone Number
Website
Email
Offers (coupons, specials)
Hours
Photos
Business Category
Payment Options
Staff Bios
Products/Services
Event Calendars
Optimize your listings to help more
people find your business.
bit.ly/FRMSClaimingListings
33.
34.
35. • Avoid getting lots of reviews at once
• Don’t post similar reviews on other sites
• Don’t put URLs in the reviews
• Don’t review yourself
• Don’t offer incentives for leaving reviews
• Don’t buy reviews
• Ask customers for the reviews personally rather than having
someone else do it
• Emphasize that customers’ honest opinions = good
• Request reviews soon after the transaction rather than in batches
• Emphasize that any length is fine
• Request that customers not re-post their Google reviews on other
sites
• Give only some customers the direct link to the Google+ Local Page
36. • Is the listing claimed in multiple accounts?
• Move them (if you’ve moved recently or
changed your company name)
• Report it:
https://support.google.com/places/
37.
38. • Videos are an essential part of the research
flight path and are often the first stop for
shoppers.
• Images build greater credibility.
• Users are more willing to click a review if it
includes a high-quality image.
• Users pay attention to social signals like
reviews.
• The volume of reviews matters.
• Images play a big role.
Source: Mediative Eye Tracking Study 2011
48. Be proactive and ASK for reviews
• Implement a process, train your staff
• Make it easy for your customers
• Be the kind of business people want to refer
Opportunity: Feed the reputation engine.
bit.ly/FRMSReviewCards
49. • Staff email signatures
• During the lease-signing process
• Renewal
• Office visit/general conversation
• Work order/call back
• Move out
bit.ly/HowtoGetYourCustomerstoReviewYourBusniess
62. When it comes to maintaining or defending
an online reputation, there is a wrong way
and a right way.
63. • Be educated on the topic
• Be nice
• Don’t get personal
• Feedback is helpful
• Keep it short and sweet
• Thank your reviewers
• Personalize your responses
• Be a friend, not a salesperson
• Err on the side of caution
72. A negative review presents a great opportunity to
showcase just how good your customer service
really is.
• Identify them before they happen!
• Provide a business response
• Flag if inappropriate
• Showcase your customer focus!
• Have someone proofread it
• Try and take the conversation offline
bit.ly/FRMSRespondtoOnlineReviews
73. 1. Comments or content in social networks
• Easily addressed, no long-term impact
• If not addressed, can scale to an ‘issue’
2. Online reputation ‘bombs’
• Affects reputation and sales long term
• Can severely damage a business and scales
quickly
74. • They build trust, credibility and authenticity
• They provide feedback
• They can improve your SEO
• They are a golden opportunity!
75. • Tune in to social listening
• Respond diplomatically
• Respond in a timely manner
• Ask and you shall receive
76. • Negative visual content
• Negative media coverage
• Fake accounts
• Newsjacking
• Hate sites and accounts
• PR crisis
• Lawsuit
81. 1. Use Google Alerts and other 3rd party tools to
track comps and industry news
2. Follow industry leaders on social networks
3. Check out analytical tools and reports to
compare and evaluate the activity on your
social channels vs. the activity on your
comps’ channels
4. Sign up for your comps’ promotions and
newsletters and subscribe to their blog feeds
82.
83.
84. Rule 1: Never write a response while angry
Rule 2: Always use empathy and be authentic
Rule 3: Don’t blame the customer
Rule 4: Never get into an online comment battle
Rule 5: Keep it timely and never ignore bad reviews
85.
86.
87. 1. Identify the key players.
2. Set routine meetings for the team.
3. Establish goals and objectives and tactics to
support them.
4. Conduct an audit for your reputation and social
media.
5. Craft a risk management plan along with
response protocol.
6. Set up listening tools to manage reputation.
7. Develop internal training material.
8. Evaluate effectiveness of actions taken.
88. • Corporate Marketing/Regional Manager who oversees
strategy
• Property Manager/Leasing Agent who tracks and engages
in conversations
• Corporate Marketing/Leasing Agent who focuses on
creating shareable content e.g. infographics, video, photos,
social posts
• Analyst who makes sense of sentiment and relays the info to
the manager and acts as the liaison with managers on the
impact this has on strategy
89. Establish
Governance
“A social media policy should
not only protect the company,
but should also encourage
employee ownership.”
-Jeremiah Owyang
90.
91.
92.
93. Once you have developed your table you can expand
on each risk that you have identified.
103. • Understand your goals
• Invest in building a congruent brand
• Always be listening and helping
• Don’t take shortcuts in review building
• Take control of your Google reputation
• Be quick to apologize
• Be proactive, not just reactive
Now I’d like to take everyone through a quick reputation management bootcamp.
So now what do we do?
More people use Google Maps to find local businesses than any other mapping site or mobile app. Whether your prospects find your business on their desktop, tablet, or smartphone, they can get directly to your leasing office with turn-by-turn navigation.
Also, create a ‘Help Us Grow’ page on your website where you literally spell out where residents can leave you reviews and how they go about doing it. Make it easy for them.
When it comes to maintaining or defending an online reputation, there is a wrong way and a right way.
A negative review presents a great opportunity to showcase just how good your customer service really is.
Identify them before they happen!
Provide a business response
Flag if inappropriate
Showcase your customer focus! - Anytime you receive negative feedback, you have the ability to showcase your businesses’ ability to go above and beyond to satisfy customers.
Have someone proof read it
Try and take the conversation offline
Responding to negative reviews are just as, if not more, important than following up on positive or neutral reviews. Here are some ways to bounce back from a negative review.
Use a reputation management tool keep you tuned to you know what is being posted and where.
Capture the opportunity to catch a positive review from a happy resident in the moment.
Respond Diplomatically: You need to take the emotion out when crafting up your response.
Responding within a realistic time frame is just as important as responding diplomatically. The longer a negative review goes unanswered, the higher the chance of a prospect’s opinion being swayed.
The only way you will get positive reviews is to ask for them.
As with all communication activity, your social media engagement and reputation management should be linked to your business objectives. The specific strategic areas of focus for your organization will inform everything from your tone to your roles and responsibilities and your scheduling.