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.

1. Reputation Management:
Converting One’s Negativity into
Your Opportunity

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

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

15. Your online reputation matters!

16. Word of mouth influences decision-making.

17. Things said about your brand are important
to your audience.

18. Pre-shopping is a daily habit.

19. What is the solution you offer?

20. Be transparent!

21. Ouch!!! This is really bad.

23. You don’t control your brand.
But…
You can control the agenda.

24. Stimulus First
Moment
of Truth
Second
Moment
of Truth
Source: Google
ZMOT: The New Mental Mode of Marketing

25. If you aren’t monitoring your reputation
online, you have no idea what people are
saying.

26. Negative reviews, bad reviews, and trolling
online attacks can haunt your brand for a
long time.

27. And now what?

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

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/

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

39. Opportunity: Drive traffic and get free advertising.

40. Opportunity: Brands using social annotations see a 5-
10% uptick in click through rates.

41. Opportunity: Increase click-through rate and influence with social proof.

42. Opportunity: Click-through to your
Google+ page.

47. Opportunity: Regularly post content and interact with consumers.
bit.ly/SocialPostingCalendar

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

60. Opportunity: Free marketing and great for
SEO.

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

64. Opportunity: Thank your advocates.

66. Sometimes we do dumb things.
#gettngslizzerd

67. Opportunity: Apologized and thanked their supporters for being
understanding and used the accident to encourage donations.

69. Opportunity: Acknowledge your mistake and issue an apology quickly.

70. Sometimes we do REALLY dumb things.

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

80. Opportunity: Take risks and play off others’ successes and failures.

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

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

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

93. Once you have developed your table you can expand
on each risk that you have identified.

94. Be consistent in your
online branding

95. Create
AMAZING
content

97. Don’t feed your
reputation trolls

98. Don’t trash talk
your competitors
Photo Credit: http://wordconstructions.com.au

100. Always be helping

101. be

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

105. bitly.com/FRMSsuccess
@AptsForRent
@HomesPro
@EricaCampbell
+AptsForRent
/AptsForRent
/AptsForRent
/AptsForRent
Erica Campbell Byrum
Director of Social Media
ForRent.com & Homes.com