SEO and Social Signals - Andrew Rainey

1. BEST PRACTICES ON LISTENING,
UNDERSTANDING, ENGAGING &
MANAGING YOUR ONLINE
REPUTATION
ANDREW RAINEY
@AndrewDRainey
VP Sales & Business Development, Binary Fountain, Inc.
Co-Author Applying Social Media Technologies in Healthcare Environments, HIMSS
multifamily-social-media.com

2.  Price
 Location
 Quality
 Brand loyalty
 Reviews/Ratings
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KEY BUYING INFLUENCES

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“…WE HOSTED SEVERAL FOCUS GROUPS AND
ASKED RENTERS IF THEY CONSULTED RATINGS
AND REVIEWS BEFORE MAKING A LEASING
DECISION. ONE HUNDRED PERCENT OF
THEM SAID 'YES’.”
- Kristy Simonette, Senior Vice President Strategic Services
Camden Property Trust

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CUSTOMER EXPERIENCE
ONLINE REPTUATION
OPERATIONAL INTELLIGENCE
and

5. a. LISTEN to all customer feedback
b. UNDERSTAND the experience
c. ENGAGE to build loyalty
d. PROMOTE the story
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MANAGING THE
CUSTOMER EXPERIENCE

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LISTEN
to all feedback

7.  Monitor all sources of feedback
 Social
 Review/Rating Sites
 Surveys
 Measure online presence
 Track your stars & social stats
 Set up alerts & notifications
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ACTIVELY MONITOR

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UNDERSTAND
the experience

10. LOOK AT RATINGS
MAKE SENSE OF REVIEWS
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11.  Define your operational metrics
 What are actual issues at each community?
 Who is the author, what’s the impact?
 Benchmark
 Communities, Districts, Regions, etc.
 Competitive
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OPERATIONAL INTELLIGENCE

12.  Appearance
 Apartment
 Cable
 Cleanliness
 Gym
 Location
 Maintenance
 Management
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PERFORMANCE METRICS
 Noise
 Parking
 Pool
 Security
 Service
 Staff
 Trash
 Value

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ACTIONABLE INSIGHTS
Appearance
1.little older apartments
2.good condition overall
3.Good-looking buildings
Maintenance
4.very good
5.very prompt
Value
6.decent rent
Security
7.pretty safe
Location
1.Great location
Noise
•Usually pretty quiet
Trash
•Dumpster not a long walk

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PERFORMANCE ANALYTICS

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ENGAGE
to build loyalty

16.  Measurable, consistent & timely
 Get specific; automated responses are the
worst
 SEO-focused responses
 Research review/response keywords
 Take some conversations offline
 Don’t just focus on the negatives
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ENGAGEMENT STRATEGY

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OVER EXCEED EXPECTATIONS IN OTHER
CATEGORIES WHEN SOME CANNOT BE FIXED

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PROMOTE
the story

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PROMOTING CUSTOMER
EXPERIENCE
 Use stories & engage across multiple channels
 Showcase customer experiences
 Request reviews from happy customers
 Re-engage residents for ‘updated’ reviews
 Incentives
 Post to your own site - Be transparent!

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JOSHIE’S EXTENDED VACATION

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29.  Exemplary customer experience drives online
perception
 Monitor all reviews and identify key insights
 Develop an effective engagement strategy
 Resolved issues eliminate future negative
experiences
 Not just about a response…sometimes a change
 Solicit new reviews
 Share your success stories with others
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KEY TAKEAWAYS

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www.binaryfountain.com
@BinaryFountain.com
Andrew Rainey
VP, Sales & Business Development
@AndrewDRainey
arainey@binaryfountain.com