Creating Your Online Reputation Workshop
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Glenn Pasch, COO of PCG Digital Marketing presents a workshop on how businesses can create an effective online reputation strategy.
Creating Your Online Reputation Workshop
- 1. Your?Business's?Online?Reputation? ? ? ?? ? Glenn?Pasch,?COO?PCG?Digital?Marke5ng? ? How?to?create?a?customer?centric?business? ?and?build?a?posi5ve?online?pro?le.??
- 2. Workshop?Goals? ?? Understanding?Reviews?and?how?they?impact? your?business.? ?? How?behavior?onsite?impacts?online?reputa:on? ?? What?processes?businesses?need?to?implement? ???
- 5. Does?this?? ¡°Reputation?Management¡±?Thing? Really?Affect?Us?? ? Should?we?really?take?this?serious?? Sta:s:cs?
- 6. After?having?a?poor?customer? experience?*¡.? ?? 86% of people told family, friends and co-workers ?? 20% posted negative comments online ?? 15% of people stopped doing business with the company ?? 64% of people switched to competitors ?? How do you impact these numbers? *2009 Accenture Customer Service Report
- 9. Keys?to?Success? ?? De?ne?behavior?needed?to? achieve?level?of?service? ?? Top?down?involvement? ?? Training?on?new?behavior? ?? Follow?up?and?encouragement?
- 10. Product? ? Adver:sing? Physical?Loca:on? &? ? Web? Customer? Email? Phone? Face?to?Face?
- 11. Prioritizing?Your?Time? ?? Google?Places?is?the?most?important?place?to?start?building? directly?placed?reviews.? ?? Google?Places?aggregates?reviews?from?other?websites.? ?? Google?Places?is?highly?visible?and?appears?THOUSANDS?of? :me?a?month?for?the?business.? ?? Businesses?should?make?sure?that?they?have?claimed?Google? Places?and?that?the?pro?le?is?completely??lled?out.? ?? This?includes:? ?? Proper?categories?selected? ?? Proper?service?area?(radius?defaults?to?20?miles)? ?? Proper?descrip7ons?that?include?targeted?keywords.? ?? Compelling?videos?and?photos?
- 12. Google?Changes?The?Rules©\Again? ?? However,?In?July?20th,?2011?Google?changed?the? rules?on?how?reviews?are?displayed?on?Places.? ?? The?change?was?in?uence?by?an:©\trust?concerns? as?well?as?the?mone:za:on?goals?of?Google? Places?using?Google?Boost.(see?below)? ?? This?change?demands?a?shiZ?in?the?business¡¯s? online?marke:ng?strategy.? ?? July?25th?Google?relaunches?Boost?as?Google? Adwords?Express?
- 13. Google?Places?Prior?to?July?20th? 519?Review? Counter?based? on?all?online? websites??
- 14. A?Tsunami?of?Change? Now?only? reviews?on? Google?Places? show?in?star? count?
- 15. After?Google?Places? ?? Secondary?ac:ons?should?be?to?post?on?websites?that?have?an? unbalanced?view?of?your?business?or?that?the?last?few?reviews? were?nega:ve.? ?? If?the?website?allows?you?to?respond?to?a?nega:ve?post,?make? sure?your?response?is?BRAND?ENHANCING.? ?? Do?not?FLOOD?third?party?review?sites?with?reviews?in?a?short? period?of?:me.??This?is?not?a?sprint.? ?? Schedule?1©\2?reviews?per?week?to?be?posted?on?the?websites? that?are?being?aggregated?in?Google?Places.? ?? The?sites?that?are?included?on?Google?Places?will?vary?based?on? many?factors?so?check?your?Google?Places?lis:ng.? ?
- 16. Where?to?Look? ?? For?businesses?IRM?hotspots?will?include:? ?? Google?Places? ?? CitySearch.com?? ?? Yelp.com? ?? Yahoo.com? ?? InsiderPages.com? ?? Judysbook.com? ?? Merchant?Circle? ?
- 17. Getting?Customers?to?Post? ?? Geang?customers?to?post?reviews?is?best? done?while?they?are?in?the?business.? ?? However,?many?plaborms?track?IP? addresses?so?using?one?computer?inside?the? business?can??ag?reviews.? ?? The?alterna:ves?are:? ?? Leverage?Google?and?Mobile?Devices? ?? Provide?exit?paperwork?to?remind?them?about?reviews.? ?? Email?templates?that?are?sent?aZer?a?customer?visit? ?? Phone?Calls?and?Mailers? ?
- 20. Provide?Exit?IRM?Cards? Front? Back?
- 21. Email?&?Phone?Templates? ?? Do?not?add?another?call?or?email?to?your?current?process.? ?? Templates?should?NOT?overwhelm?your?customers?reques:ng? them?to?post?to?TOO?MANY?review?sites.? ?? Rotate?your?templates?to?include?two?di?erent?choices?in?each? template.? ?? Templates?can?be?changed?once?review?pos:ng?goals?have? been?achieved?on?speci?c?sites.? ?? Review?your?current?sales?and?service?phone?scripts?to?include? an?IRM?call?to?ac:on.?
- 22. How?to?Inspect? ?? Setup?Google?Alerts? ?? It¡¯s?Free? ?? Set?an?alert?on?your?exact?name? ?? Set?an?alert?on?common?varia:ons? ?? Set?an?alert?for?key?managers? ?? Have?the?alerts?sent?¡°as©\they©\happen¡±? ?? Someone?needs?to?be?responsible?for?reviewing?these?alerts.? ?? There?are?more?sophis:cated?tools?that?sort,?priori:ze,?and? escalate?these?types?of?alerts?but?they?will?charge?a?monthly? fee.?
- 24. Documenting?Change?? Jan©\11? Feb©\11? Mar©\11? Apr©\11? May©\11? Jun©\11? Jul©\11? Aug©\11? Sep©\11? Oct©\11? Nov©\11? Dec©\11? Google?Places? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? DealerRater.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? Edmunds.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? CitySearch.com?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? Yelp.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? Yahoo.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? InsiderPages.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? Judysbook.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? PrestoDealerReviews.com? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? ?? You?can?document?the?number?of?posi:ve?and?nega:ve?review?on?each? website?each?month?as?an?execu:ve?roll©\up?to?your?management?team.?
- 25. Social?Media?and?IRM? ?? Happy?customers?can?be?compelled?to?vote?if?they?feel?that? other?people?are?doing?the?same.? ?? Engaging?your?customers?on?Facebook?is?another?way?in? which?reviews?can?be?posted,?even?though?they?are?not?shown? on?Google?Places,?today.? ?? Uploading?photos?and?videos?to?Facebook?of?new?and?used? car?deliveries?and?then?tagging?those?images?can?create?a? spontaneous?response.?
- 26. Videos?and?IRM? ?? Start?taking?videos?of?your?happy?customers?in?sales?and? service.? ?? Create?a?YouTube?channel?for?reviews?only.? ?? Leveraging?YouTube?with?customer?tes:monials?can?also? increase?your?posi:ve?brand?message.? www.ilovepres:gevolvo.com??
- 27. Final??Review? ?? Take?this?very?serious!?It?can?have?a?direct?impact? on?your?business.? ?? 20%+?post?reviews?online? ?? You?Control?what?is?wrijen?about?you.? ?? Do?your?part?and?get?a?consistent??ow?of?posi:ve? customer?comments.?? ?? Take?advantage?and?turn?the?review?ra:ng?websites? into?a?STRONG? why?buy?from?me?message .?
- 28. Contact?Me? ?? Need?Assistance,?Just?Call!? ?? O?ce:?732.450.8200? ?? Cell:?732.261.5472? ?? Email:?glenn@pcgmailer.com?
- 29. Q&A?
- 30. Thank?You!?