Managing your Reputation in a Social World
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Steve Ballantyne's "Managing your reputation in a Social World" presentation from WEBCON Apartment Internet Marketing Conference
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Managing your Reputation in a Social World
- 1. Managing your Reputation in a Social 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. Thank you for coming! 2
- 3. Ask Questions during the presentation. #WEBCON @nbrhoodbuzz is me! 3
- 4. Why this presentation is awesome What makes an online reputation How to improve your online reputation Step by step response to a PR crisis How to get more positive reviews How to address negativity The new buying process What the future holds
- 5. In the beginning… 5
- 6. @georgesbarber 6
- 7. @greedisgood 7
- 8. The shift in communication #scary 8
- 9. Where we could be #hopeful
- 10. Is the world going social? 10
- 11. Is the world going social? 11
- 12. Is the world going social? 12
- 13. How People Share online 13
- 14. Why should I be concerned with online reputation? Customers are online Prospects are online Competitors are online People pissed off at your company for no reason are online The future is online 14
- 15. How prospects look for apartments today 15
- 16. Same same, but different “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)
- 17. What makes an online reputation? 17
- 18. What makes an online reputation?
- 19. 19
- 20. CBC Marketplace Blog 20
- 21. Facebook & Twitter 21
- 22. 22
- 23. What could have been done? Blog defense / fact posting / clarification Twitter conversation Facebook conversations Facebook Integrate into the PR process 23
- 24. What is 24
- 25. What could be 25
- 26. Step by step guide to a PR crisis in a social world 1. Admit the fault - don't try and hide it or justify it. 2. Apologize – through channels that are relevant. 3. Indicate the plan - to do better/fix the issue - Includes timeline and milestones. 4. Exceed expectations - take the 'crisis' as an opportunity to not just fix the problem but do much better. 5. Deliver on promises - Actually DO what you say you'll do and OVER communicate through the process.
- 27. Where to begin? … start listening 27
- 28. Who are we listening for? Dissatisfied customers Brand de-vangelists Brand champions & evangelists 28
- 29. Dissatisfied Customers 29
- 30. 30
- 31. 31
- 32. Brand Evangelists 32
- 33. How do we listen online? Free: Google alerts, Hyper alerts Low cost: Hootsuite, Neighbourhood Buzz Enterprise: Radian6 33
- 34. Google Alerts 34
- 35. Hootsuite 35
- 36. Neighbourhood Buzz “Listen” Tool 36
- 37. Radian 6 37
- 38. How do I improve my online reputation?
- 39. How do we influence review sites? 39
- 41. 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. 41
- 42. Can I respond to a review? Yes Google Places – “Business Owner Response” Yelp – Publicly & privately Bedbug registry – publicly Nope Myhood.ca – contact site only 42
- 43. How do I influence search? … produce your own unique content Produce your own unique content
- 44. How do I influence social? … engage!
- 45. 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! 45
- 46. 46
- 47. See the magic in action 47
- 48. How do you get more positive reviews? … ask!
- 49. Trip Advisor 49
- 50. The integration continues… 50
- 51. 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 51
- 52. Benefits More business, more easily. Prospects are sold before they meet you, because they already trust you Early warning system regarding brand or product issues Find brand champions and reward to pro- actively influence conversation 52
- 53. 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 53
- 54. The new buying process
- 55. Get Started Today! Come by our booth to get a free snapshot of your building’s reputation and online visibility Click HERE for a free online reputation snapshot
Hinweis der Redaktion
- ----- 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 (11-06-17 08:13) -----Who was at WEBCON? New content in here.----- Meeting Notes (12-02-17 13:28) -----Make this social.
- ----- 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 (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 (12-02-21 11:26) -----845 million monthly users (39% increase)2.7 billion comments and likes per day3.7B revenue for 2011700M Net Income----- Meeting Notes (12-02-23 16:04) -----Does this actually matter?
- ----- Meeting Notes (12-02-21 11:26) -----dead even distribution acrooss
- ----- Meeting Notes (12-02-24 11:28) -----We may not have won the world hockey junior championship this year. That goes to sweden, BUT we are winning in social media market share!
- ----- Meeting Notes (12-02-17 14:39) -----almost half covered on FB, email, twitter
- ----- 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 (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 (12-02-23 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 (12-02-23 10:19) -----What did they do?
- ----- Meeting Notes (12-02-23 10:05) -----Press Release for investors. Not addressing tenants, viewers, or the conversation on SM.----- Meeting Notes (12-02-23 10:19) -----This was the only thing we could find. This usually has no legs, but in this case it did because people we're actually mocking their response.
- ----- Meeting Notes (12-02-23 10:19) -----This could have been a disaster for FEDEX, so what did they do? They hit the issue head on.Open, honest, straight shooter. They aren't dancing around the issues.Lesson? Sh*t happens, everyone in this room is one step away from PR disaster. Don't fear it, have a process in place to correct it. Like when we were kids, when you got in trouble you fear your parents, but you can lessen the blow if you come clean. People respect that.
- ----- 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 (12-02-23 10:20) -----No longer one sided, two sides of the story. Not the PM talking, it's the tenants! Much more powerful.
- ----- 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 (12-02-23 13:22) -----Radian 6 > hootsuite on sterioids etc----- Meeting Notes (12-05-10 14:00) -----Visibility, sentiment of opinions, stack up to competition
- ----- 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.