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5 Steps to Successfully
Manage your Online Reputation
Presented: April 30, 2013
Beyond Ratings
and Reviews:

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Agenda
Why Online Reputation Management is So Important
The 5 Steps to Successfully Managing Your
Online Reputation
Online Reputation Management Checklist
Key Takeaways

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Why Online Reputation Management
Is So Important

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Marketing
has changed.

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* Forrester, 2011
Age of the Customer

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* eMarketer, 2012 ** Zoomerang ***ThirdAge and JWT Boom
Age of the Baby Boomer
At nearly 80%, Baby Boomers spend more time and
money online than any other generation; this percentage
is likely to stay the same through 2015.*
96 percent of Baby Boomers participate in word-of-
mouth or viral marketing by passing product or service
information on to friends**
By 2015, 40% of the Baby Boomers will use the
Internet via mobile.***

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The Internet is the most
important source of information
for Baby Boomers when they
make a major purchase*
*Zoomerang

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75% of people don’t believe
that companies tell the truth
in advertising.*
* Yankelovich

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Consumer reviews are
12 times more trusted than
descriptions that come from the
business or manufacturer.*
* eMarketer, Feb 2010

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* eMarketer, 2/10 ** Caring.com Research, May-June, 2012 *** Caring.com Research, May-June, 2012
Nearly 90% of Americans say online reviews
influence their purchasing decisions*
94% of family caregivers say online reviews
are trustworthy information and helpful to their
search for a senior care provider**
About 50% of the senior living industry’s
referrals are coming from the Internet***

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5 Steps to Managing Your
Online Reputation

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The 5 Steps:
1 Set yourself up for success
2 Monitor the conversation
3 Engage and participate
4 Take ownership of your online reputation via
positive online reviews
5 Deliver amazing experiences

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Set Yourself Up For Success1

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Monitor and claim online profiles:
& Other
Senior Sites

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Claim, optimize, and maintain your

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* Nov 2011 Bloomberg Business Report
Google’s search share is 65.3%
compared with 15.2% for Yahoo
and 14.8% for Bing*
Google has 97% mobile search
market share.**
** Stat Counter Global Stats, Top 5 Mobile Searches from Aug 2010 to July 2011

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Google+ Local pages are
viewed millions of times a day.
Google+ has more users than Twitter.*
*Google 2011 Data

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User-Generated
Owner-
Generated

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Monitor the Conversation2

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Monitoring
Set up Google Alerts
Set up accounts at all major review sites (Google,
Yahoo, Caring.com, etc) and set up alerts
Check your Google+ Local Pages regularly for new
posts/reviews
Check other industry review sites

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Monitoring
Monitor social media conversations

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Don’t just hear - listen
Look for (and record) trends in
the conversation
Identify areas where the
resident experience can be
improved
Create action plans based on
what you find

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Engage in the Conversation3

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When should you respond?
When it’s on a channel that your
brand controls
When it’s a positive review
(acknowledge and thank)
When it’s a complaint for which you
have a solution or remedy
When it’s a question that you can
answer in a timely and concise way

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When should you not respond?
When it’s obviously spam or an
advertisement
When profanity or offensive language
are being used
When you suspect it’s fraudulent
When the comment is overly
aggressive and emotionally charged
(thus requiring an offline conversation)

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How do you respond?
Do’s:
Thank people for positive reviews
Offer solutions publicly to any problems
raised
Reach out personally to the person who posted
the review
Propose solutions to improve service going forward
Be professional and courteous
Be transparent, open and honest

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How do you respond?
Don’ts:
Respond to positive reviews with just “Thanks”
Be defensive
Be sarcastic
Write a long, drawn-out public response

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Take Ownership with More
Positive Reviews
4

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Fewer Senior Living Reviews currently than in other
industries
Reviews “live longer”
Opportunity to dominate
The Opportunity

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After solving a problem
After getting positive feedback from
a resident or family members
After they move in
Ask for positive reviews

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G5 Reputation Manager

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Create amazing experiences5

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Change the
EXPERIENCE
Change the
CONVERSATION

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You have to create
exceptional
experiences
at every
digital touchpoint

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The Customer Lifecycle
SEARCHER PROSPECT RESIDENT
& FAMILY
MEMBERS
ADVOCATE

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What’s your
DXMstrategy?
®

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Reputation Management Checklist
Are You Prepared?

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Are you set up for success? Have you
claimed (and are you maintaining) sites
like Google+?
Are you monitoring the conversation?
Are you engaging regularly and
appropriately?
Do you have a Digital Experience
Management strategy in place to take
ownership of your online reputation?
Ask yourself:

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The Bottom Line
A strong online reputation allows you
to increase rent and revenue
without adversely affecting occupancy.

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Marketing has changed. Your customer
has a very loud digital voice
Consistent, strategic monitoring and
engagement are critical to managing
your online reputation
Negative reviews should be a catalyst
for positive change
A Digital Experience Management
strategy will help you change the
conversation
Key Takeaways

43. GetG5.com
G5 Reputation Manager ™:
Shine online.

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info@GetG5.com
+1 800.608.8718 info@GetG5.com
Contact G5 for a free Digital Experience Assessment