They Said WHAT About Us?
Jul 15, 2015
They Said
WHATAbout Us?
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
ACTUAL REVIEW ON CARING.COM
EVER SEE REVIEWS LIKE THOSE?
Online reviews can be brutal.
of internet users say their
purchase decisions are
influenced by online reviews
THAT’S A LOT
Fortunately, there’s some good news.
THE
GOOD
NEWS
75% of online
reviews are positive
EVEN
BETTER
NEWS
You’re going to walk away
with valuable ideas & tools
“This is the worst place in the
world! When I took the tour, it
seemed so wonderful – but I was
wrong!! The staff didn’t take good
care of my mom and I regret
bringing her here. Don’t be swayed
by the sales pitch. They are sharks
and you are the bait! Find a
different place! Any other place is
better than this one!”
THE CEO JUST CALLED YOU INTO THE OFFICE AND SHOWED
YOU THIS ONLINE REVIEW. ITS YOUR JOB TO FIX THE DAMAGE.
WHAT DO YOU DO?
JOEI WANT YOU TO MEET JOE
Joe is the VP of Sales at NotaReal
Community in Fictitioustown, OH.
It is his job to make sure his
community has a sparkling,
wonderful reputation online.
Problem is…
Joe just needs to focus on three key areas to
achieve and maintain a stellar online reputation.
BUT IT’S SIMPLE
①
THREE KEY AREAS
Search Engine Brand Dominance
①②
THREE KEY AREAS
Search Engine Brand Dominance
Building a Positive Reputation
①②③
THREE KEY AREAS
Search Engine Brand Dominance
Managing Negative References
Building a Positive Reputation
SEARCH ENGINE BRAND DOMINANCE
…is just what it sounds like: dominating the
search results with your organization
SEARCH ENGINE BRAND DOMINANCE
looks like this
SEARCH
ENGINE
BRAND
DOMINANCE
Every link on the search results
page leads to accurate, positive
information about this organization.
You can make this happen for your
organization!
HOW?
CONTENT
But what is
content?
Content in your chosen channels around the web all pointing
to your website and ultimately, dominating search results.
SEARCH ENGINE BRAND DOMINANCE
There are a few primary channels, and we’re
going to look at those now.
THERE ARE HUNDREDS OF CONTENT
CHANNELS AVAILBABLE TO YOU
YOUR TURN!
HERE ARE JOE’S SCORES. WHAT ADVISE WOULD YOU GIVE JOE?
①②③
THREE KEY AREAS
Search Engine Brand Dominance
Managing Negative References
Building a Positive Reputation
BUILDING A POSITIVE REPUTATION
YOU LIKE ME!
POSITIVE ONLINE REPUTATIONS
HOW?
There are lots of methods & ideas and each community will
have different ways of approaching it. But, it essentially
comes down to one word…
HOW DO YOU GET PEOPLE TO GO ONLINE AND WRITE
POSITIVE REVIEWS ABOUT YOUR ORGANIZATION?
Some organizations will provide incentives or make it really
easy to leave online reviews. There are lots of different ways
to obtain reviews from happy consumers.
IF YOU ASK PEOPLE TO PROVIDE A REVIEW,
TYPICALLY THEY WILL.
Who does Joe need to get on board to make this happen?
How is he going to make this happen?
TO BUILD THE ORGANIZATION’S POSITIVE REVIEWS –
WHAT SHOULD JOE’S TOP PRIORITIES BE?
①②③
THREE KEY AREAS
Search Engine Brand Dominance
Managing Negative References
Building a Positive Reputation
A forward-thinking plan will help you
mitigate disaster when it strikes.
EVEN IF YOU DON’T HAVE ANY NEGATIVE REVIEWS
OUT THERE YET, IT’S JUST A MATTER OF TIME.
MONITOR
YOU NEED TO BE AWARE OF
YOUR CHANNELS AT ALL TIMES
A FEW OTHER TOOLS TO
MONITOR ONLINE MENTIONS:
Google Alerts
Social Mention
Yahoo Alerts
Tweet Beep
Monitor This
Mention
Tagboard
Talkwalker
Yext
SPEED
RESPOND AS QUICKLY AS YOU CAN TO ANY NEGATIVE MENTIONS.
YOU WANT TO OWN THE CONVERSATION AND SPEED IS VITAL TO
OWNERSHIP.
TRANSPARENCY
OWN YOUR MISTAKES.
ORGANIZATIONS NEED
TO BE REAL WITH
CONSUMERS. YOU’LL
HAVE TO DETERMINE
WHAT THAT LOOKS
LIKE EXACTLY WITHIN
YOUR ORGANIZATION
AND YOU’LL WANT TO
FIGURE THAT OUT
WELL BEFORE YOU
HAVE ONLINE
NEGATIVITY TO DEAL
WITH.
LEARN
WHAT SHOULD YOU DO DIFFERENTLY
NEXT TIME?
EVERY TIME YOU ENGAGE ONLINE,
CONSIDER THE EFFECTIVENESS AND
WHAT YOU CAN DO TO IMPROVE THE
NEXT COMMUNICATION.
KNOW
WHEN
TO SEEK
HELP
IN YOUR COMMUNICATION
STRATEGY PLANNING,
DECIDE WHAT SITUATIONS
WILL WARRANT BRINGING
IN INTERNET
PROFESSIONALS.
DO IT SOONER RATHER
THAN LATER.
WHAT DO YOU NEED TO
GET STARTED?Consider who needs to buy-in.
①②③
THREE KEY AREAS
Search Engine Brand Dominance
Managing Negative References
Building a Positive Reputation
1 32
WRITE THREE THINGS YOU’RE GOING TO DO TO START
TAKING CONTROL OF YOUR ONLINE REPUTATION.
• Google your brand. Discover the gaps in the search results.
• Figure out how you’re going to create/curate more content.
• Look in-depth at your existing social media.
Are there channels that simply don’t work for your audience?
• Figure out what internal resources might be available for each
part of the strategy.
• Determine a strategy for getting buy-in.
SOME SUGGESTIONS:
CHEESY STOCK PHOTOS &
OTHER IMAGE CREDITS
Fotolia
Unsplash
Business Insider
Flickr Creative Commons
Indervilla
Richard Austin
Desktop Nexus
Wikimedia