Generating raving fans when everyone is a critic. Presented at the Oregon Restaurant & Lodging Association 2016 Annual Convention.

1. Online Reputation
Management
Generating Raving Fans When Everybody is a
Critic
Presented by:
Tim Fahndrich
Aka “Why you should care about online
reviews”

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

5. … and HERE And 100’s of others

7. And Consumers
TRUST
USER GENERATED
content
MORE
THAN
traditional media

8. Did You Know?
47% of consumers
say that reputation
matters most for
restaurants … the
highest of any
category
~ Brightlocal

9. A 1 Star ★
Improvement of a
restaurant’s average
Yelp score increases
revenue by
5-9%~ Harvard Business School

10. 92% of consumers
will use a local business
with a ★★★★★ rating …
But only 27% will use a
local business with a
★★★★★ rating
~Brightlocal

11. YOU CAN NO LONGER AFFORD
TO COVER YOUR EARS AND CLOSE
YOUR EYES WHEN IT COMES TO
ONLINE REVIEWS

12. MORE STARS = MORE REVENUE
★★★★★

13. @restaurant … I can’t believe I just ate at your
hell-hole of a restaurant. Sheez! #sucks
Critic
@critic

14. Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in
business …

15. Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in
business…

16. You should know about it
RIGHT AWAY
WHY IT HAPPENED
and
HOW TO HANDLE IT

17. REPUTATION
What you say about yourself
(Digital Footprint)
+
What others say about you
(Digital Shadow)

19. Interest
Consumers become aware of
you and are interested in
buying from you as a result of
referrals, print ads, paid
search, billboards, radio, TV,
loyalty programs, networking,
email, deals, trucks, signs,
etc.
Research
Now they research you online
via your listings, online reviews
and ratings, social media
posts, overall website
experience, and ease of finding
you. This is your Virtual
Doorway
Purchase
The decision to purchase is
made here after they’ve
researched you or had a
conversation with a
salesperson, had an In-store
experience, read a brochure,
tried a product sample, etc.
Experience
After they’ve purchased, then
they compare expectations
with their experience, and
share that in social posts,
reviews, conversations with
friends, blog posts, and more.
Today’s Buying Journey
-- First Impressions Are Made Online: Zero Moment of Truth --

20. Your Virtual Doorway
The pillars of your online presence
Visibility & Listings Reviews & Mentions
Social
Marketing
Mobile Search
Is your business
listed everywhere
online? Is the
information
accurate?
What are
consumers
saying about
your business
online?
Are you actively
engaged on social
media sites and
listening to what
people are saying?
Is your website
optimized for
mobile? Is your
business found on
mobile devices?
Are you
showing up at
the top of
Google search
results?

21. Visibility & Listings
Get Found Everywhere

27. Reviews &
Mentions

29. HOW DO YOU BUILD,
PROMOTE, AND MANAGE
YOUR ONLINE REPUTATION?

30. Be Proactive
1 2
ENGAGE
With The Reviewer &
In The Process
Why Engage?
What would you do if someone
was in your business reviewing
it right now?
GENERAT
E
Reviews & Word-of-Mouth
Encourage customers to leave
online reviews.
Promote your positive reviews all

31. Think of reviews as
a management tool
Intelligence to run your business better.
Good Reviews
Accolades
Goal Setting
Bad Reviews
Staff Training
Policy Issues

32. Create a Review Process
Check-in Form

33. Mobile Feedback Funnel

36. Reduce Negative Reviews
On Major Review Sites
Private “Review Engine”

37. Monitor Your Reputation

38. Receive Review Alerts
… sometimes while they are
still in the building

39. and respond quickly to
reviews to show engagement

40. 3 Benefits
1
Of Reputation
Management
GENERATE
RAVING
FANS

41. 3 Benefits
1
Of Reputation
Management
2
GENERATE
RAVING
FANS
BUILD
SOCIAL
PROOF

42. 3 Benefits
1
Of Reputation
Management
2
3
GENERATE
RAVING
FANS
BUILD
SOCIAL
PROOF
GROW
REVENUE

43. Social Media

44. Successful social media marketing
is about three things:
1 2 3
Customer
Service
Generating
Leads
Building
Fans

45. There areThere are
3 KEY WAYS3 KEY WAYS
To build fansTo build fans

46. 1.Post
INTERESTING
AND
RELEVANT
Conten
… and remember to
vary your posts
4 “E”
Framework
Engaging
Entertaining
Educational
Encouraging

47. 2. Connect with
INFLUENCERS
Turn potential
customers and RAVING
FANS into active
BRAND
AMBASSADORS

48. 3.Create
COUPONS, DEALS
AND
SOCIAL
Offers

49. Now having a fan base is great …
But likes don’t always = dollars
Always build a list that you own!

50. Customer Service
Having a social media channel you don't monitor
is like having phone lines at your business that
are never answered.
Generating Leads
Every day consumers are declaring their
intentions on social media…
I’m craving
Greek ribs!
Where do
people go for
drinks on a
Wednesday?
Best pizza in
town?

51. Generating Leads
...and those intentions are real-time leads.

54. Family Restaurant
@familyrestaurant
Terrible service @familyrestaurant. I am not
impressed at all!!!!
@johnisinthehouse sorry to hear that, is there
anything we can do to help?

55. SO WHAT’S THE RECAP?
1.Consumers control conversations
Businesses 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 proactively build, promote and manage their
reputation to build social proof and grow revenue.
3. Social media isn’t just about followers and likes
It is a real opportunity to build raving fans, generate leads, and provide great
customer service to get a positive return on investment.

56. There is no greater
TIME
For local
restaurants to
Get involved in
Reputation ManagementReputation Management

57. Questions?

58. Tim Fahndrich
503.581.4554
tim@thirdrivermarketing.com
Thank-you!