Your Company Your Brand - #IREMSELF 4-6-17
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Is your company’s culture in a position to initiate, manage and respond to online reviews? Should employee reviews matter as much as consumer reviews? Surveys continue to indicate that well over 80% of consumers base their financial decisions on the content they read in an online review. These reviews are not just on consumer products but on where they will live and where they will work.
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Your Company Your Brand - #IREMSELF 4-6-17
- 1. South-Southeast Leadership Forum April 6, 2017 Atlanta, GA
- 2. Stacey C. Smith: Executive Director of Talent Development, First Communities Jonathan Saar: Principal – Market Me Social –A Digital Marketing Agency
- 3. WHY REPUTATION IS YOUR NEW BRAND WHERE TO BEGIN ESTABLISHING YOUR REPUTATION HOW TO BUILD, MAINTAIN AND PROFIT STRATEGIES, TOOLS AND METRICS
- 4. 84% of people trust online reviews as much as a personal recommendation 7 out of 10 consumers will leave a review for a business if they’re asked to 90% of consumers read less than 10 reviews before forming an opinion 54% of people will visit the website after reading positive reviews 73% of consumers think that reviews older than 3 months are no longer relevant 74% of consumers say that positive reviews make them trust a local business more 58% of consumers say that the star rating of a business is most important
- 10. Existing residents-reviews that sit unattended represent lack of caring. New residents–lack of caring is “bad publicity”. New employees-Do we want great talent? No one wants to work somewhere that has a poor reputation. Anticipatory Service Strategy- It helps to be proactive and reviews help us gain the perceptions of the customer. At the end of the day, it’s all a popularity contest!
- 11. Leadership Buy In and Trust Reputation Marketing Team Online Management Tools Strategy and Best Practices Policy and Procedures Monetization
- 12. Corporate Identity begins at the top. Top leadership must continue to make it the primary focus when talking on marketing and branding. Leadership must establish a roadmap of actions- Start point, where are we now and where do we need to be?
- 20. • Surveys on compensation, benefits, leadership, work environment, stress levels, education, opportunity • Social Media- Facebook, Twitter • Competitions-fit bit challenge, 5K walk • Charity- AAA Food Drive • Communication- inclusivity- update meetings, lunch n learns, training classes • Recognition and rewards programs
- 21. • Step up the service-create an experience for the resident • Surveys- Survey residents/tenants • Follow Up- all prospects, leads, service requests • Social Media- keep customers engaged by using relative content • Resident Functions- build relationships throughout the months. • Campaigns-Ask for a review – Google, Facebook, • Make it easy for customers to leave a review. Test it yourself.
- 22. o Be present at all times. o Respond to all reviews within 24 hours. o Get them off line and on the telephone. o Be transparent. o Be empathetic. o Don’t defend yourself or your company.
- 23. o Don’t make it personal. o The customer is always right more now than ever. o Have specialist to field reviews and messages. o Follow up to make sure we have satisfied the reviewer. o Ask them to post another review. o Make best practices policy
- 24. By definition – convert into or express in the form of currency Website placement – ease of navigation Testimonial web page not good enough Combination of people and technology to drive the review bus Overall content strategy – don’t be too shy to Tweet – operate under the 1:5 ratio
- 25. Average of 4-6 touchpoints before a consumer or potential employee makes a decision. How many touchpoints do you have? Significant impact on resident, tenant and employee retention Reaction time expectations at the point of service, point of review and/or point of correspondence decreasing
- 26. Be Sure To Connect With Us On LinkedIn Our Websites http://firstcommunities.net/ https://marketmesocialinc.com/
Notas del editor
- IREM should be introducing us Stacey do a little intro bio Jonathan do a little intro bio 8:15 – 8:18
- Opening comments Stacey slide 8:18 – 8:20
- Slide 4-6 8:20 – 8:25 Jonathan Slide 84% of people trust online reviews as much as a personal recommendation 7 out of 10 consumers will leave a review for a business if they're asked to 90% of consumers read less than 10 reviews before forming an opinion about a business 54% of people will visit the website after reading positive reviews 73% of consumers think that reviews older than 3 months are no longer relevant 74% of consumers say that positive reviews make them trust a local business more 58% of consumers say that the star rating of a business is most important https://www.brightlocal.com/learn/local-consumer-review-survey/
- Jonathan Slides This number represents the trend in consumer behavior which we can attest to. Isn’t search so much easier for you now? Google pulls in your location, who you are connected with, what sites you have been on in the past and uses those metrics to create an algorithm that is just for you. Isn’t that sweet!!!
- Jonathan Slides --- end here at 8:25 2016 almost 70% read more than 4 reviews 2014 approx. 60%
- 8:25-8:29 Stacey Slide Please stand up if you have never looked up reviews to make a buying decision? Apple has established brand recognition. If you are an Apple lover, you may always love Apple! BUT, where you decide to purchase your Apple gadgets may vary on the store or website now.. Your loyalty will be where you have a good experience and if you don’t, there's another store up the road. People love Amazon because their reviews are rich in content. Trip advisor offers a variety of places for you to choose from and you may have one friend say they liked a hotel but if 300 out of 500 reviews say otherwise; you may think more than twice! Yelp is exactly what is states! People “yelp” about being frustrated and unhappy. We have to place close attention to this site. Making reservations? You may do that if you go on to pick your table and there are several reviews stating that the reservations aren’t’ secured often. Even doctors have to be mindful-my Mom… How influential are reviews from a recruiting prospective vs. the buyer
- 8:29-8:38 Slide 8-9 Jonathan What review sites are consumers reviewing on? Are all reviews public? Are you providing a digital buffer. Are you asking for employee reviews from your customers/residents/tenants? Does your digital real estate clearly showcase your review locations? Career page on website – Embedded consumer reviews on leasing page
- Jonathan end at 8:38 on this slide Using reputation management software or just start with Google alerts –going to talk about some tools later to help manage this
- Stacey – 8:38 – 8:48 Cost of retaining a customer vs acquisition of a new one The cost of the new marketing director as it pertains to branding-Stacey (Nail Salon example) Residents/tenants from reviews that sit unattended. New residents/tenants:from “bad publicity”. Great talent: No one wants to work somewhere that has a poor reputation online. Anticipatory Service Strategy It’s a “popularity contest at the end of the day. Renter’s voice states :68% are unhappy with service, 14% are unhappy with product, and 9% move to a competitor. Nail Salon example and personal case study
- Jonathan touch on these to introduce Stacey main section 8:48-8:49
- Stacey slides 12-17 8:49-9:00 Your Corporate Identity- The belief system in image supersedes identity. Your Top Team Leadership- The voice that enforces the learning culture in reputation. Roadmap of actions,communication and engagement.
- End at 9:00
- Jonathan – slides 19-20 9:00 – 9:04 Difference between Review dashboard and review initiation and management
- End 9:04. Highlight benefits of automation and reduction in human error.
- Stacey Slide Slides 20-22 9:04 -9:07 Where does a company need to focus to find those numbers that will affect the bottom line? What goals need to be set? (all of these can be addressed under Best Practices since we will cover “goals” there? ) What is employee engagement and ideas Employee Surveys- compensation, benefits, leadership, work environment, stress levels, education, promote from withing Social Media- facebook, twitter Competitions-fit bit challenge, 5K walk Charity- AAA Food Drive Communication- inclusivity- update meetings, lunch n learns, training classes Recognition and rewards
- Stacey Slide Where does a company need to focus to find those numbers that will affect the bottom line? What goals need to be set? (all of these can be addressed under Best Practices since we will cover “goals” there? ) What is employee engagement and ideas What is employee engagement and ideas Employee Surveys- compensation, benefits, leadership, work environment, stress levels, education, promote from withing Social Media- facebook, twitter Competitions-fit bit challenge, 5K walk Charity- AAA Food Drive Communication- inclusivity- update meetings, lunch n learns, training classes Recognition and rewards
- Stacey Slide --- end at 9:07 Where does a company need to focus to find those numbers that will affect the bottom line? What goals need to be set? (all of these can be addressed under Best Practices since we will cover “goals” there? ) What is employee engagement and ideas What is employee engagement and ideas Employee Surveys- compensation, benefits, leadership, work environment, stress levels, education, promote from withing Social Media- facebook, twitter Competitions-fit bit challenge, 5K walk Charity- AAA Food Drive Communication- inclusivity- update meetings, lunch n learns, training classes Recognition and rewards
- Stacey Slide --- end at 9:07 Where does a company need to focus to find those numbers that will affect the bottom line? What goals need to be set? (all of these can be addressed under Best Practices since we will cover “goals” there? ) What is employee engagement and ideas What is employee engagement and ideas Employee Surveys- compensation, benefits, leadership, work environment, stress levels, education, promote from withing Social Media- facebook, twitter Competitions-fit bit challenge, 5K walk Charity- AAA Food Drive Communication- inclusivity- update meetings, lunch n learns, training classes Recognition and rewards
- Jonathan 9:07- 9:10 Slide 24-25 How do you monetize reviews once you receive them? What are best practices for distribution? Do you have easy sharing tools to send reviews via SMS, FB messenger, Whatsapp? Make sure you understand your audience. Do you know where they hang out in the digital world Can you put a price on reviews? Investment? Cost? Savings?
- Future Forecast Resident retention vs 1st term leasing- Stacey Time is of the essence – the dilution theory – Jonathan Over at 9:10