4. Making an impression and
building a reputation are not the
same thing.
“The reputation of a man is like his
shadow, gigantic when it precedes him, and
pygmy in its proportions when it follows”.
Talleyrand
5. Not the same as a good
reputation...
Success
Profitability
Being well known
6. What image does this conjure
up for you? Good or bad?
All State
You’re in good hands with All State
General Electric
We bring good things to life
Motel 6
We’ll leave the light on for you
Rolaids
How do you spell relief?
7. Monitoring online
conversations about your
company, your brand, and your
products is no longer a luxury.
Edelman researchers note that “Sixty percent
(60%) of our respondents said they need to
hear information about a company three to
five times before they believe it”.
8. 29% of respondents
worldwide view information as
credible when coming from a
CEO
In the U.S., that number hits a six-
year low of 17% among 35-to-64
year olds
9. Where do consumers turn to
find the outside voices that are
actively shaping opinion of your
products?
Social media sites, blogs and
complaint boards
11. Blogs
Technorati
Original search engine for blogs
Indexes over 1 million blog posts
Results are sorted by blog authority
Able to display what is popular on the web
at that time
14. Blogs
Backtype
Allows you to find , follow and share
comments from across the web.
The Alerts tool lets users monitor
specific terms within blogs and
Comments.
15. Blogs
serph
Enter a keyword and serph finds
everything said about it displaying
the most recent results first.
16. Blogs
yacktrack
Supports
Blogger/Blogspot, Digg, Disqus, Friend
Feed, Google Blog Search, Google
Reader and Word Press, among a few.
“Chatter” is a tool that allows users to
perform keyword
searches across social media sites. You
are then able to save and subscribe
via RSS.
17. Message Boards
BoardReader
Indexes message boards and forums.
Enter a keyword see the results of
where the keyword appears on
message boards and forums. Browse
by popular internet
videos, movies, posts, articles, internet
sites, domains, topics and projects.
18. Message boards
Boardtracker
Another message board and forum
tracking tool
Searches tags and threads for specific
keywords
Create alerts to be sent notifying when
there are new discussions taking place
about your Brand.
19. Social Media
Samepoint
A social conversation search
engine
Within search results, displays the
title, an excerpt of the content,
the source and the negative and
positive words associated with the
given keyword.
20. Social Media
FriendFeed
Allows you to keep track of all your
activities across the web.
Aggregates everything you bookmark to
del.icio.us, wish for on Amazon, share on
Google reader, tweet about on twitter, etc.
Enables you to conduct searches for brand
keywords to see
where they appear across the social media
landscape.
21. Social Media
Socialmention
In search results, displays a “social
rank” based on the frequency of
mention.
You can sort by
Blogs, Microblogs, Bookmarks, Com
ments, Events, Images, News, Videos
or by all.
22. Twitter Specific
TweetScan
Basic twitter search with
search cloud on main page.
23. Twitter Specific
Twitterholic.com
Twitter ranking based on number
of followers.
Great way to determine influence.
24. Twitter Specific
Twittersearch
Search for what is being said on Twitter in
real time
Twitter’s own search tool.
Displays trends and most popular subjects.
Can create RSS feeds to keep track of your
keywords.
25. Google Alerts
Google Alerts lets you see when those
negative blog posts go up or when a
competitor is trying to outrank you for a
simliar keyword. Any keyword you are
attempting to rank at the top for should
be something to consider tracking with
Google Alerts.
28. 38% of participants report they
monitor their reviews once a month
68% of site managers report they
have not set up Google alerts for
their communities
How do you engage in
improving your on line
reputation?
29. Engaging
Timeliness
Respond to ALL posts;
we recommend within
24 hours
31. Engaging
Transparency
Are you being defensive in your
responses?
Do your responses communicate that
you are open and being objective?
Don’t engage in an argument, state
what you are willing to do about a
situation
Negative posts can not be taken
personally, address the situation, not
the person posting
32. Engaging
Honesty
Own the situation, if there
has been an error or
oversight, acknowledge it
and apologize
33. Engaging
Integrity
Say what you mean and mean
what you say
45. Astro-turfing
AstroTurf. Once famous for being the Brady Bunch’s lawn of choice, the term
now refers to the endless stream of opinion spam that litters websites around
the globe.
You know what I’m talking about—those so-called “consumer reviews” that are
stuffed with exclamation points, superlatives and robotic phrases like “Great
rooms and service! Highly recommended!”
My fake-o-meter is also set off by:
Reviews written by people who have no other reviews
Reviews that only use the full brand name (“I heart the Electronica WavePulse
SR3042 sound machine because the Electronic WavePulse SR3042 sound
machine is the only one with frog sounds”)
Really lame usernames, like “Jennifer S.” or “ReviewGal”
Users who only write reviews on one author’s books, or one company’s
products
52. What’s your take?
• Break into groups
• What are the main points to address?
• Write a response
• Remember:
– Apologize
– Explain
– Actions to be taken
– Transparency
– Avoid coming defensive
– Remember who your audience is
53.
54. The Ponds at Georgetown
• Built in 1989
• Purchased in 2006
• 68% occupied
• Manager arrested in a drug ring at the
property
• Staffing issues and coverage
• 65% rating on ApartmentRatings.com
55. Time for a Reputation Intervention
• New Manager, New Owner, New Attitude
• Helped relay the message that change is
happening
• Customer Service became their single focus
• Ratings improved
• Word of Mouth improved
56. Results…. 6 years later
• $200 over competition
• 100% occupied, 100% preleased through
October 31st
• 100% rating on ApartmentRatings.com
• Word of Mouth referrals are 74% of their
traffic
• Have a “HOPE AND A PRAYER” waiting list
57. Wrap-up
“The way to gain a good
reputation is to endeavor to
be what you desire to
appear.”
Socrates
Welcome to our program today. Reputation marketing, show 2 in a series of six episodes of Your recipes for success, see what the smart girls have cooking.
Brand, image and Reputation are three separate components of a company overall marketing plan.
A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
A reputation, good or bad, casts a shadow far and wide that can help or hurt a company or brand. Reputations can affect the bottom line, in every sense of the term. This is about recognizing that fact and making a difference.
Only 14% of people surveyed report that the trust printed advertising. Today people use the internet to research products and services and they trust personal testimonials in making their buying
PollDo you respond to reviews?If so, how often? Monthly, weekly, everyday, as soon as a new comment is posted
On apartmentratings.com, you can pay an annual fee which entitles you to respond as the site manager to postsAs paid subscriber, you get notice of all postingsTo the reader of the posts, shows you are paying attention
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.
168 unit apartment community purchased in 2008, located ¼ mile off a main boulevard behind a partially condemned subsidized community. High crime, unpaid bills, 32% occupancy.