2. WHY YOUR
SHOULD CARE ABOUT
REPUTATION
MANAGEMENT

3. and their dog
EVERYONE HAS AN OPINION...
Thomas H.
3:45pm on February 7th, 2013
Just had the worst meal of my life at @WilkinsonsRestaurant #sogross
Susan M.
11:02am on March 22nd, 2013
Best poutines ever at the Fry Shop! EVERYONE needs to try it!
Gunner
BACON!
1:30am on May 4th, 2013

5. but not just
here anymore...

6. ...or here

7. THEY’RE SHARING THEM
HERE and HERE and HERE

8. ...and HERE

9. 1.1+ BILLION
50+ MILLION
33+ MILLION
58 MILLION
925k
users on Facebook
unique users on TripAdvisor
local reviews on Yelp
tweets sent per day
new Google + users every day

10. DID YOU KNOW
2/3 of people are more
likely to buy from a
store if they find
positive comments
about it online
And 1/2 are less likely
to buy if comments are
negative

11. DID YOU KNOW A 1 STAR
2/3 of people are more
likely to buy from a
store if they find
positive comments
about it online
And 1/2 are less likely
to buy if comments are
negative
improvement of a
restaurant’s
average Yelp
score increases
revenue by
5-9%

12. the fact is,
CONSUMERS
control
CONVERSATIONS

13. and users
TRUST
USER GENERATED
CONTENT
more than
TRADITIONAL
MEDIA

14. so when a tweet goes
out like this:

15. or a status
like this:
OMG! I hate my job! My boss is such a jerk!
Yesterday at 18:03 - Comment - Like

16. or a review
like this:

17. or a review
like this:

18. a business should know
WHERE IT CAME FROM
HOW TO HANDLE IT
AND

19. REPUTATION =
What you say about yourself
(Digital Footprint)
What others say about you
(Digital Shadow)

20. REPUTATION & PRESENCE
go hand in hand
The goal is to
maximize visiblity
and reputation
Scam
Winning!
Visibility
When many of your
online profiles
have user content,
your reputation
drives results.
100%
Shame
0%
Reputation

21. HOW DO YOU DEVELOP A WINNING
REPUTATION THAT’S BOTH
POSITIVE VISIBLE?
AND

22. FOCUS ON:
Listing & Visibility
Reviews & Mentions
Competition Monitoring
Social Marketing
Building A Database

23. 1 Visibility

24. visibility
is about making sure your
customers can find you
Google Search
I’m Feeling Lucky

25. MAKE SURE
YOU’RE need to be
LISTED
where you

26. MAKE SURE
LISTINGS ARE
and make sure those
YOU’RE need to be
LISTED
ACCURATE
where you

27. There’s nothing worse than 4
different listings and wrong
contact info
Wilkinson’s Family Restaurant
Wilkinson’s Family Restaurant
2240 Wilson Blvd., Seattle, Washington, 41322
Wilkinson’s Family Restaurant
155 3rd Avenue South, Seattle, Washington, 41241
Wilkinson’s Family Restaurant
505 3rd Avenue, Seattle, Washington, 41972
Wilkinson’s Family Restaurant
182 Wilson Blvd. North, Seattle, Washington, 41361

28. There’s nothing worse than 4
different listings and wrong
contact info
it drives customers
CRAZY
Wilkinson’s Family Restaurant
Wilkinson’s Family Restaurant
2240 Wilson Blvd., Seattle, Washington, 41322
Wilkinson’s Family Restaurant
155 3rd Avenue South, Seattle, Washington, 41241
Wilkinson’s Family Restaurant
505 3rd Avenue, Seattle, Washington, 41972
Wilkinson’s Family Restaurant
182 Wilson Blvd. North, Seattle, Washington, 41361

29. ACCURATE LISTINGS
make customers happy
and google happy
The more consistent your
listings, the higher up in
google you’ll appear

30. 2 Reviews &
Mentions

32. to review success
3 STEPS
1
2
think of reviews
as management
3
ENGAGE TOOLS HARVEST
the reviewer
Why engage?
What would you do
if someone was in
your store reviewing
it right now?
Good Reviews
Accolades
Goal setting
Bad Reviews
Staff training
Policy issues
user-generated content
Encourage customers
to leave online reviews
Publish review
highlights in your
marketing material

33. 3 Monitoring the
Competition

34. MONITOR THE COMPETITION
AND THEN OUTDO THEM
Post more social updates than they do
Aim for better reviews
Compare placement in searches for different
keywords and develop content around your
weaker ranking terms
Watch for their offers, then jump in at the
right time

35. 4 Social
Marketing

36. it’s one thing to MONITOR
your online reputation...
then you have to
BUILD IT

37. successful
SOCIAL MARKETING
is about three things:

38. successful
SOCIAL MARKETING
is about three things:
Building
Fans

39. successful
SOCIAL MARKETING
is about three things:
Building
Fans
Generating
Leads

40. successful
SOCIAL MARKETING
is about three things:
Building
Fans
Generating
Leads
Customer
Service

41. there are
3toKEY WAYS
build fans

42. 1.
POST
INTERESTING
RELEVANT
AND
`
CONTENT
...And remember
to vary your posts
No one would watch a TV
channel with 24/7 commercials,
so why would they do that online?
Throw in some entertainment

43. 2.
CONNECT WITH
INFLUENCERS
Turn potential customers
and loyal fans into active
Brand Ambassadors

44. 3.
CREATE
COUPONS,
DEALS,
OFFERS
AND SOCIAL

45. NOW HAVING A FAN BASE IS GREAT,
but likes dont always = dollars

46. NOW HAVING A FAN BASE IS GREAT,
but likes dont always = dollars
BESIDES, WHO’S REALLY GOING TO LIKE A
plumber
OR A
locksmith
ON FACEBOOK ANYWAY?

47. CONSUMERS
are
DECLARING
on social media
(also, that looks like a top hat :)

48. and those
intentions are

49. Do you know how
many people tweet
about locking their
keys in their car?

50. LOTS.

51. How many people are
moving to San Fran
right now?

52. LOTS.

53. Social Media gives local
businesses the revolutionary
opportunity to connect with
nearby customers
who are ready and
willing to purchase

54. AND ONCE YOU’VE CONNECTED,
YOU BETTER KEEP THEM HAPPY
Facebook, Twitter, etc. are incredible customer
service tools to strengthen your reputation.

55. 65%
think social me
dia
is better than
call centers

56. SO WHAT’S THE RECAP?
1. Consumers control conversations
Businesses brands are no longer exclusively what they say they are.
Today, brands are largely defined by consumers.

57. SO WHAT’S THE RECAP?
1. Consumers control conversations
Businesses brands are no longer exclusively what they say they are.
Today, brands are largely defined by consumers.
2. Monitoring your reputation isn’t enough
Businesses need to know what their customers are saying, as well
as how to manage that info and build their reputation as well.

58. SO WHAT’S THE RECAP?
1. Consumers control conversations
Businesses brands are no longer exclusively what they say they are.
Today, brands are largely defined by consumers.
2. Monitoring your reputation isn’t enough
Businesses need to know what their customers are saying, as well
as how to manage that info and build their reputation as well.
3. Social media isn’t just about followers and likes
It can also be used to generate leads and conduct customer service
in order to gain return on investment.

59. there is no greater time for
SMALL BUSINESSES
to get involved with
REPUTATION MANAGEMENT!

60. 5 Build
A Database

61. 91%
10x
90
95%
97%
has a cell phone within reach 24 / 7
more likely to use mobile coupons
seconds response rate for text messages
of smartphone user lookup local info
of text message are open

62. Is your business prepared
St. Peter’s Square

63. for mobile marketing?
St. Peter’s Square

64. KEYWORD
SHORTCODE
Text KEYWORD to 72727 to recieve OFFER
KEYWORD2 Print
KEYWORD3 Event
KEYWORD4 Online
KEYWORD5 In store
AT&T
12:34 PM
0:00 AM
Settings
Message
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Sample
Your business: Send your well
targeted message. ( include link,
coupon, information and more)
Reply STOP to 2end
Sample
Sample
Sample
Sample

65. CREATE A BUILDER MINDSET
Waiting area
Your Business
Mobiel Number:
1
4
Type Mobile Number with Keypad
2
ABC
5
3
Drive thur
DEF
6
GHI
JKL
MNO
7
PQRS
8
TUV
9
WXYZ
0
By entering your mobile number you are authorizing this
business to send you updates, offers, specials, or other friendly
communications. Up to 3 msgs/mo. Msg&Data Rates may apply.
To cancel, reply STOP 2end.
ENTER
Point of sale
Signage
Online
and more...

66. to texting success
3 STEPS
1
2
Retention of
customers
3
ENGAGE REWARD BENEFIT
the audience
Why engage?
You must have an
audience to grow your
business, event, non profit
or any other organization
Loyalty
Incentives to
increase business
New Customers
A reason to
return
from capturing data
Send timely messages
Birthdays, Oil changes
Appointments, Donations
Specials, Events,
Deadlines, Reminders...
whatever you need

67. Mobile marketing makes cents
Industry Average 2 - 7%
1 location can build 3,000 - 5,000
people in their database over their first year!
3 promotions per month = 12,000 direct offers
3% return per month = 360 more transactions per month
X $12 = $4,320 increase monthly revenue
$50,000+ Annually per location

68. Contact Us
Jan Baird
jbaird@citytrail.com
602.638.3065