Daniel Craig www.DanielEdwardCraig.com Twitter @dcraig Reputation: The ROI of Social Networking
May 09, 2015
Daniel Craig www.DanielEdwardCraig.com
Twitter @dcraig
Reputation: The ROI of Social Networking
Image: references.dnb.com
Reputation is what people say about you after you leave the room.
What is reputation?
Mary Smith
Daniel Craig
Jane's on the Common restaurant Halifax
Do you consult user reviews and ratings?
Books, electronics: Amazon, CNET, eBay
Movies, TV, music: IMDB.com, iTunes
Local businesses: Yelp, Google+ Local
Doctors & Teachers: RateMDs.com, RateMyProfessors.com
Recipes: allrecipes.com, Epicurious
Travel: TripAdvisor, Expedia, Gogobot
Social media has changed how consumers:
1. Research purchases: Seeking opinions of other consumers and friends in social networks.
2. Make decisions: Reputation now rivals price, location and brand in influence.
3. Share experiences: Before, during and after purchases.
Word of mouth is now public, scalable and measurable.
NIELSEN GLOBAL TRUST SURVEY 2012
Online reputation management
The process of tracking, reporting and reacting to online feedback and opinions about a company and its people, products and services.
Building awareness and shaping impressions
Using customer feedback to guide decisions
It’s not just a marketing function.
Online reputation management tactics
White Hat • Listen and engage • Share helpful content • Be authentic and transparent
Black Hat • Ignore feedback • Game the system • Trick and deceive
The old “bait & switch” routine
The old “bait & switch” routine
The risks
DISAPPOINTMENT
BACKLASH
Manage Content
• Travellers are calling
• Helpful, relevant content increases visibility, drives traffic and helps conversions
1. User-generated content: reviews, photos, video, likes, commentary
2. Hotel-generated content: local info, news, descriptions, photos, video.
• The Internet: the new telephone
• Inbound marketing: fresh, relevant content increases visibility, traffic and conversions
Focus on two types of content:
1. User-generated (higher trust, lower control): reviews, photos, video, likes, commentary
2. Business-generated (higher control, lower trust): info, descriptions, photos, video, stories
Claim listings and keep content fresh
Google+ Local
Yelp
TripAdvisor
Facebook Places
Bing Local
Yahoo! Local
Foursquare
Distributors
Perform a reputation audit
My company
Monitor and Analyze
Are you ready for total transparency?
Respond & Engage
Responding guidelines
1. Thank the commenter
2. Apologize
3. Address key issues
4. Say how you’re following up
Be conversational and professional, not defensive
If false, set the record straight – diplomatically
If fraudulent, dispute with host site
Respond to negative and positive reviews
Intel policy: the good, the bad, but not the ugly.
A better response
I am so sorry for the problems you’ve had with registration.
We were caught unprepared for the huge response to our
LivingSocial promotion. I am happy to report that we now
have our house back in order. Please contact me personally,
and it would be my pleasure to make arrangements.
Dave Smith
Owner/Manager
Your reputation under attack
Act swiftly and respond in kind
Don’t be heavy-handed
Be prepared
What to do about negative content?
Fix the problem
Go to the source
Legal action – last resort
Mark unhelpful; flag as inappropriate
Generate new content.
Offline: turn feedback into action
1. Criticism is inevitable; welcome it
2. Share with staff
3. Show leadership: listen, learn, move on
4. Train staff to prevent double deviations and escalation
5. Use feedback to guide decisions.
“The trouble with most of us is
that we would rather be ruined by praise than
saved by criticism.”
Norman Vincent Peale
REVIEWS & FEEDBACK
IMPROVEMENTS
LOYALTY & ADVOCACY
MORE CUSTOMERS
THE VIRTUOUS
CIRCLE
Build advocacy
Make sharing, commenting and reviewing easy
Ask for reviews: in person, business cards, on email, on website
Don’t offer incentives
Set realistic expectations; train and empower staff to exceed them
Be remarkable: worth remarking about.
What’s the ROI of social networking?
YOUR REPUTATION
www.DanielEdwardCraig.com
Twitter @dcraig
Questions and comments? For more information