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- 1. Facebook Security Online & Offline Kristina Centnere CEO / Founder
- 2. “Passwords are like underwear: you don’t let people see it, you should change it very often, and you shouldn’t share it with strangers.” - Chris Pirillo LockerGnome Inc
- 3. Hello! I am… • Education • CEO – eKAT Development / Founder – Total Wellness Connect • Background • Fun Fact – Marcus Aurelius Kristina Centnere
- 4. What Will You Learn? • Understand the importance of social media as a reputation management tool • Respond properly to positive and negative reviews of your business on social media • Properly monitor your reputation online
- 5. What is Social Media? • Social media is defined as “websites and applications used for social networking”. • What it actually is: Word of mouth gone global, 24/7.
- 6. Does Your Business Have a Social Media Presence? • Actively participating in social media – not just being another profile • Monitoring your social media presence frequently • Interacting with your followers and reviewers appropriately • Analysis of data
- 7. General Statistics • 73% of internet using adults (18+) are on social media (September 2013). • 76% of them look to social media before making a purchasing decision. • 80% of them make that decision based on reviews! Source: Entrepreneur Magazine and Pew Research Center’s Internet Project Library Survey
- 9. Platform-Specific Statistics As of September 2013: • 71% of online adults use Facebook • 18% of online adults use Twitter • 17% use Instagram • 21% use Pinterest • 22% use LinkedIn Source: Entrepreneur Magazine and Pew Research Center’s Internet Project Library Survey
- 10. 3 Steps to Participating on Social Media • Plan out engaging posts a month ahead. • Interact with your followers. • Run Facebook paid advertising.
- 11. Ask Your Customers For A Review! • Have your sales representatives (or yourself) ask customers who are happy with the service to review your business on Facebook, Yelp, Google or any other platform you are using. • Repost reviews from various social media platforms onto other platforms you are using. • Repost the review as an image.
- 12. Interacting with Your Followers and Reviewers • Social media platforms important to be aware of for social media reputation management: • Google • Yelp • Facebook • Foursquare • How to respond to positive and negative reviews
- 13. Monitor Your Social Media Reputation • “Google” your business at least once a week or set up Google alerts to alert you when your business name is being mentioned. • Download applications for every social media platform you are on onto your smartphone. • To Respond or Not To Respond: That Should NEVER Be The Question
- 14. Google+ 3 Steps to claiming your business on Google: • Google your business. • Find your information as shown in the image. • Under the image there will be text “Is this your business? Claim it here.” Google will give you further instructions on how to complete the process.
- 16. Yelp 3 Facts to keep in mind: • Anyone can create a Yelp profile for you. • It is one of the most trusted and used review sites by consumers, especially when looking for restaurants. • If you claim your business, you are able to respond directly to reviews.
- 17. Yelp
- 18. Facebook 3 Ways a customer can review your business on Facebook: • Check-in and leave a good review in their status. • Post a review directly onto your profile. • Post a review under the dedicated “Recommendations” section with a star rating
- 19. Facebook
- 20. Foursquare
- 21. How To Properly Respond to A Positive Review • A simple “Thank You!” will do!
- 22. How to Properly Respond to a Negative Review Remember: AAA • Apologize (sincerely) • Address (their concerns) • Amend (their experience – i.e. gift card, free appetizer, discounted service, etc.)
- 23. How to Properly Respond to a Negative Review (Con’t) • Customer is always right, but don’t be a pushover. • Special Note: FACEBOOK: If the review is slanderous or profane, in certain cases you can hide it or remove it by reporting it.
- 24. In February, she became a CUSTOMER!
- 25. Primary Analysis 3-step analysis you can do yourself! • Find out if you have social media pages for your business that you are not aware of. • Find out what people are saying about you. • What is the trend for both positive and negative reviews?
- 26. Ongoing Analysis and Reporting • Establish a system of monitoring, whether by having all alerts go to your phone or by hiring a company to keep track of it for you. • Establish a system of monthly reporting to see where you are and make goals for where you need to be.
- 27. Tools To Help You
- 28. Let’s Wrap It Up! Having a positive social media reputation starts with you! • Understand the importance of social media as a reputation management tool • Respond properly to positive and negative reviews of your business on social media • Properly monitor your reputation online
- 29. Let’s Connect! Kristina Centnere EKATDevelopment @EKATDevelopment linkedin.com/in/kristinacentnere kristina@ekatdevelopment.com eKAT Development
- 30. Thank you!
Notas del editor
- While social media today, to most, is a distant term, it is important to remember that social media has been around since the beginning of man. You may know it by another term – “word of mouth”. Social media is “Word of Mouth” gone global and it’s working FOR or AGAINST you 24/7, depending on how active you are.
- Before: While not every business needs a Facebook, every business does need a social media presence. In this section, I will discuss how being on social media puts your business in the spotlight. Whether you make that to be a positive or a negative depends on four things: After: During this seminar, you will learn the importance of doing the above in respect to reputation management.
- Before: How many people are really using social media to decide on whether they should give you their business? Here are the numbers: After: As you can see the decisions about whether or not to buy your product are being made on social media platforms, all day and possibly all night, depending on the reach of your product or service. The next slide will show you statistics specific to the audience you are targeting.
- Notes (Questions to specific members of the audience): Which age group is your target customer in? (Show them what percentage of that age group uses social media) Which income group is your target customer in? Now, the question remains, on which platform is your audience?
- Notes: Which platform your target audience is using most depends as much on the product or service you are selling as it does on your audience’s age range. If you would like more information on this, please feel free to speak with me after.
- Participating in Social Media Now that you have a better understanding of the importance of being ON social media, this section will help you realize that it is equally as important to PARTICIPATE, or be active on social media. Here are 3 steps to participating on social media: Plan out engaging posts. Notes: Jot down 90-10; this is a very important ratio remember. It indicates that 90% of your posts should be engaging and not directly related to selling your product or service. Example: This weather is crazy hot! What is your favorite thirst quenching beverage? Topics like these engage a broader audience and make you more approachable and relatable. You should be posting at least once a day. Remember that well-designed posts will help establish your reputation as the reliable source of information in your industry. You can use various methods to plan and schedule engaging posts. Some tools will be mentioned at the end. Interact with your followers. Notes: Regardless of how small a follower’s comment is, you need to acknowledge it by responding in some manner. For example, if a follower on Facebook says “I like this idea.” Respond by liking their post and then commenting back “Yea! Isn’t it great?” or “Absolutely!” Responding in a positive and timely manner will help your social media reputation by demonstrating that you are willing to take the time to interact with your customers. It makes you more “human” in their eyes, which is important for EVERY business, no matter how big. In the next section, we will discuss how to properly respond to reviews. Run Facebook paid advertising. Notes: Facebook advertising is the most cost efficient and effective ways of promoting your social media presence. It is a great way of getting your target audience to engage with your posts. Because Facebook advertising changes frequently and quietly, it is in your best interest to have someone qualified set ads up for you. Keep in mind that by advertising your page, you are putting yourself out in the spotlight more, so it is important that the content you advertise is proper and correct.
- Notes (ask question to the audience): Most customers won’t think to give you a review, especially a positive one, unless you ask for it. Getting customers to review your business on social media means having their good word about your products or services spread to 200, 500, 1000 people, depending on both the reviewer’s and your page’s network! Here are a few ways to use social media reviews to your advantage: 1. Notes: This can be an uncomfortable feat for some, but with time and consistency, this will prove to be a great addition to your sales routine. As part of our social media education programs, we instruct representatives and owners on how to ask for reviews as well as demonstrate to customers how to leave one on various platforms. 2. Notes: For instance, if a customer leaves a positive review on Yelp, be sure to answer him, and then repost that review onto Facebook, Twitter and other platforms you are using. 3. Notes: It is best to repost the review as an image, preserving the original look and content. Additionally, visitors to your social media profiles are more likely to interact with an image than with words alone.
- Notes: In this section, we will review the third part to using social media as an effective reputation management tool by first quickly looking at various key social media platforms, which allow and encourage posting of reviews, including: 1. Notes: We will then address how to properly respond to both positive and negative reviews.
- Notes: The best way to monitor your reputation is by being proactive. Here are a few ways you can keep track of what is being said about your business: 2. Notes: This will allow you to get up-to-the-minute notifications of what is going on your business pages on various social media platforms such as Facebook, Twitter, Yelp, etc. 3. Notes: Good or Bad, all reviews must be responded to properly! Potential customers are 50% less likely to judge you based on a negative review if you respond properly with a solution.
- Notes: Google offers businesses to post their information on Google Places. However, this can also be done by users, which leaves space for incorrect information. It is important to claim your business on Google, which will also allow you to respond directly to reviews. Notes: This will only happen if your business was not yet claimed. If your business does not have an address, you cannot create a Google Places profile. If your business does have an address, but is not on Google, you have to create it by googling Google Places and following directions there.
- Notes (ask question to the audience): Most customers won’t think to give you a review, especially a positive one, unless you ask for it. Getting customers to review your business on social media means having their good word about your products or services spread to 200, 500, 1000 people, depending on both the reviewer’s and your page’s network! Here are a few ways to use social media reviews to your advantage: 1. Notes: This can be an uncomfortable feat for some, but with time and consistency, this will prove to be a great addition to your sales routine. As part of our social media education programs, we instruct representatives and owners on how to ask for reviews as well as demonstrate to customers how to leave one on various platforms. 2. Notes: For instance, if a customer leaves a positive review on Yelp, be sure to answer him, and then repost that review onto Facebook, Twitter and other platforms you are using. 3. Notes: It is best to repost the review as an image, preserving the original look and content. Additionally, visitors to your social media profiles are more likely to interact with an image than with words alone.
- Notes: Yelp has been under a lot of controversy lately due to its filtering of reviews, which makes it one of the most important platforms to keep an eye on.
- Notes: Google offers businesses to post their information on Google Places. However, this can also be done by users, which leaves space for incorrect information. It is important to claim your business on Google, which will also allow you to respond directly to reviews. Notes: This will only happen if your business was not yet claimed. If your business does not have an address, you cannot create a Google Places profile. If your business does have an address, but is not on Google, you have to create it by googling Google Places and following directions there.
- Notes: Facebook is one of the most used social media platforms overall, so for most businesses, this is the way to reach their target audience. There are several ways someone can review your business, but the most affective is by checking in and leaving you a recommendation. Notes: Keep in mind that all of the above are effective in different ways. Check-ins and any type of review are so important as they positively advertise a business out to the reviewer’s network that most business owners are willing to give discounts for them. Giving discounts is a great and effective way of getting people to leave you a review. A discount of $10 is typically enough to get a customer to check-in and leave a review.
- Notes: Foursquare is another Yelp-like platform where users are able to check-in and leave a review. It is the least popular of the 4, but it’s not a bad idea to set it up in order to offer customers options.
- VII. Responding to Reviews Notes: Remember, respond to every review, positive or negative. Here are a few examples of great responses to positive reviews on Facebook.
- Notes: Quickly find out who the customer was and if their complaint is valid. If no one seems to know about this customer, still apologize in your response, but mention that there is no record of them having been there. Be sure to leave a name and availability so that they may reach you directly to resolve the issue. Notes: Direct posts or comments can be hid (only the commentator and their friends can see it). Reviews can also be reported.
- Note: Social media reputation management can help us better understand what we are great at as a business and what we need to improve on. This is invaluable, raw feedback which helps you set goals of improvement.
- Notes: In 90% of cases, in our experience, business owners don’t consistently monitor their social media reputation, mostly because they have other things to monitor such as PNL’s. However, getting a monthly social media reputation report is similar to getting a social PNL. Whose business did you retain and why, and in some cases, whose business did you lose and why? From there, you can regroup and start to make enhancements.
- Notes: I hope this seminar helped you better understand…. learn how to…. gave you ideas on how to properly…..