Internet reputation-management-dd8-final-pasch-1-2-100423083325-phpapp02 (1)

• 1. Internet Reputation Management SeminarBy Brian Pasch8th Digital Dealer ConferenceOrlando 2010
  

2. Terms of Use
The contents of this document are not to be copied, mailed, transmitted via email or altered digitally for any purpose other than to facilitate this seminar. All seminar attendees have permission to print or keep an electronic copyof this presentation in downloadable PDF format for their personal use and reference.
Anyone or company interested in reproducing any part of these materials must first contact the author for permission. The logos, screen shots and graphics used in this presentation are the property of the registered companies and permission to use those items must be obtained directly by the rights holder.
Date of original publication: 4/1/2010The screen shots presented in this seminar were taken beforeApril1,2010.Changes made to individual websites after 4/1/2010 will not be reflected in this presentation.
Copyright 2010 PCG Digital Marketing
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3. The IRM Equation
Business Ethics + Social Media + SEO = IRM
DealerConsumerStrategy
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4. The IRM Reality
IRM = More Warm Calls + More Warm Leads
A Strong IRM Policy Generates More Sales
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5. Qualifications For Coaching IRM Strategies
Google Page One search results in USA for my business services:
Automotive SEO
Car Dealer Microsites
WordPress Microsites
Automotive Reputation Management
Automotive Reputation Management Portal
Dealer Reputation Management
Google Page One Management
Automotive Digital Marketing
Top Consumer Website for Cash For Clunkers
Top Consumer Website for Toyota Recall
Awarded Top Rated SEO Company in 2010
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6. Are You Behind the Market?
Every month new ideas are being discussed to improve your digital marketing visibility.
Social media is changing the way in which consumers are communicating
Email communications are increasingly being used via Facebook, Twitter and other social platforms.
With all these changes, are you embracing the new opportunities or sitting on the sidelines?
Lets start by talking about your online reputation
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130 Dealers Responded
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130 Dealers Responded
9. Our Seminar Trajectory
The Case For Internet Reputation Management
Creating an IRM Process
Costs Associated with an IRM Program
The Barriers To Success
Tools To Ensure Success
Measurement of IRM Process
Benefits of IRM Processes
IRM as an SEO Strategy
Google Page One Management
One Last Thing
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10. The Case For Internet Reputation Management
90% of Consumers Start Their Search Online
If you checked Google Analytics, you would see that your dealership name is your #1 source organic traffic.
The Yellow pages and BBB are dead and have been replaced by Google Maps and Peer Reviews.
Google Maps shows thousands of times a month when people search your business name.
The scary fact is that many business owners have very poor visible consumer review scores on Google Maps.
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11. Google Maps Shows Review Counter
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12. Who Takes The Time To Post Reviews
The majority of posts are motivated by anger after a negative experience.
Only a small percentage of customers who have a positive experience will post without prodding.
This is changing with the next generation of mobile applications.
Encouraging your customers to take action is NOT an easy processbut you can not ignore it either.
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13. Google Maps Facts
Google Maps rolls up reviews from multiple sources: CitySearch, InsiderPages, Dealerrater,
Consumers can post reviews directly on Google Maps and we recommend direct posts.
Once negative reviews are posted, it is hard to get them removed.
The goal of your IRM process is to have balance not perfection; you cant stop negative posts.
The order of dealers listed on Google maps is not static and often based on the IP of your PC.
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14. Google Page One Check
Type in your dealership name
Is Google Maps Correct?
How Many listings do you control?
How many lead collectors appear?
How many competitors appear?
How many review sites appear?
Any Complaints website there?
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15. Your Google Map Correct?
Claim and edit your Google Maps Listing
Add text about all the services you offer
Add videos of both customer reviews and walk around videos
Add images of dealership events, customer deliveries, make it fun
Get the link to your Google Local Business Listing
Hyperlink geo-targeted text on your site to point to this map page
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16. Beef Up Your Maps Listing
Add great photos
Add video testimonials
Describe your services in detail
Use a recorded tracking number
Create links to your Google Maps listing
Encourage customers to post reviews directly on Google Maps
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17. Finding Incorrect and Incomplete Listings
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18. You Can Claim Your Listing Easily
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19. Why is Google Maps Vital
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20. Creating an IRM Process
Like any new business process the owners of the dealership must be seen as the sponsors.
The key is to build consensus on the value of a strong online reputation score.
Social media and Internet Reputation Management go hand in hand.
Document the policies and procedures that involve your dealership employees.
Include specific measures on what determined success.
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21. Cost Associated with IRM Process
Tracking Phone Numbers
Google Maps
6 popular review websites
IRM Postcard to be given out to customers in sales and service departments.
IRM phone calls These may be able to be included in existing CSI phone calls that you are paying for.
Staff time to review, respond and proactively manage your IRM scores.
FlipCams to record testimonial videos.
RPM Website or equivalent.
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22. Barriers To Success
Dealership executives who need an instant fix.
Putting the wrong person in charge of the IRM program.
Monetary incentives to employees to get their customers to post reviews.
Zealous employees posting from inside the dealership or from home.
Cheating
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23. Quick Start IRM Processes
Create list of top review sites for your market and brand.
Make Sure Your Listings Are Accurate On All Sites
Delete duplicate listings
Add a Tracking Number To Each Site (its worth the expense)
Setup free Google Alerts account.
Setup search phrases that match your business name(s), key executives names,competitor names
Set the frequency to either as-it-happens or daily
Setup an IRM Portal
Design an IRM Postcard
Implement the Postcard in your Sales and Service Departments
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24. Popular Review Websites
Check and see if you have business listing accounts on these websites:
Yelp.com
Yahoo Local
InsiderPages.com
Judysbook.com
DealerRater.com
MerchantCircle.com
CitySearch.com
www.DealerRater.comhas a Certified Dealer program that has many benefits to consider.
A different model is offered by Presto Reviews (www.prestoreviews.com) which creates a review portal that customers can post to while in the dealership.
Both models have their own strengths and both can be used simultaneously.
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25. Reputation Management Portals
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• RMP is placed of good domain name.(www.iloveprestigevolvo.com)

26. The home page is fully customizable to allow you to change the order or appearance of sites you want to promote. 27. A YouTube video channel of testimonials can allow your customers to sell for you. 28. This is the place where you let your customers speak on your behalf. 29. Since the URL contains your brand name, it will show on Google Page One for searches on your name