Transcript
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
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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 ServicesCamden Property Trust
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CUSTOMER EXPERIENCE
ONLINE REPTUATION
OPERATIONAL INTELLIGENCE
and
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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LISTENto all feedback
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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UNDERSTANDthe experience
LOOK AT RATINGS
MAKE SENSE OF REVIEWS
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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
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
Appearance1.little older apartments2.good condition overall3.Good-looking buildings
Maintenance4.very good5.very prompt
Value6.decent rent
Security7.pretty safe
Location1.Great location
Noise•Usually pretty quiet
Trash•Dumpster not a long walk
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PERFORMANCE ANALYTICS
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ENGAGEto build loyalty
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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PROMOTEthe 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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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 RaineyVP, Sales & Business Development
@AndrewDRaineyarainey@binaryfountain.com
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