and how to manage it...manage it why your community’s online reputation matters s blake hodges...

AND HOW TO MANAGE IT

Why Your Community’s Online Reputation Matters

SPEA

KER

S BLAKE HODGES Director, Digital Media and Analytics [email protected]

BRANDI TOWNS Public Relations Account Supervisor [email protected]

Your Community’s

Online Reputation

Online Reviews

Mainstream Media

Social Channels

Response to Crisis/Issue

WHAT IMPACTS ONLINE REPUTATION?

WHERE ELSE WAS THE STORY?

http://www.google.com/url?sa=i&rct=j&q=twitter+logo&source=images&cd=&cad=rja&docid=KMGC2cI_7VyEeM&tbnid=AjjvFximk7VnPM:&ved=0CAUQjRw&url=http://www.bsigroup.ca/&ei=7JhyUaXLGce62wWnnoCgCg&bvm=bv.45512109,d.b2I&psig=AFQjCNE_UCVTdouxfneZvQA9lkjPLnCcwA&ust=1366551130500134

Liked your page

Posted to the wall

Commented on a post

Shared a post

Responded to a question or poll

Responded to an event you’ve created

Tagged your page in a photograph

Checked into your Page Place

Recommended your page


http://www.google.com/url?sa=i&rct=j&q=youtube&source=images&cd=&cad=rja&docid=VGIcjjd2jyrxsM&tbnid=UyTFKrV035b97M:&ved=0CAUQjRw&url=http://9to5google.com/category/youtube/&ei=TZtyUZCKNYSu2QXB1IDYDA&bvm=bv.45512109,d.b2I&psig=AFQjCNGSfO8O7yfNnjE_NQUVhg8yxWICYg&ust=1366551749058059


http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=LsNChIPJeg-UgM&tbnid=eVVvkIhgEmaNwM:&ved=0CAgQjRwwAA&url=http://atlantarocks.com/&ei=WME0UaX9LKai2gWPj4GoDg&psig=AFQjCNGx3aCpo7c5w9JF9V85A4gytDPqnA&ust=1362498264779311

CORPORATE RESPONSE?

CORPORATE RESPONSE?

http://www.google.com/url?sa=i&rct=j&q=twitter+logo&source=images&cd=&cad=rja&docid=KMGC2cI_7VyEeM&tbnid=AjjvFximk7VnPM:&ved=0CAUQjRw&url=http://www.bsigroup.ca/&ei=7JhyUaXLGce62wWnnoCgCg&bvm=bv.45512109,d.b2I&psig=AFQjCNE_UCVTdouxfneZvQA9lkjPLnCcwA&ust=1366551130500134

CORPORATE RESPONSE?

You MUST communicate in order to lead and shape conversations. It’s not just what you say, but…

HOW you say it

WHERE you say it and

HOW quickly you say it.

We cannot “shut down” the Internet.

Speed Lead conversations

Substance Disarm critics

Distribution Get your message out

Credibility Leverage relationships/voice

Search Dominate through organic/paid

Gauge public sentiment

Identify what’s important

GUIDING PRINCIPLES

WHY DOES YOUR ONLINE REPUTATION MATTER?

Internet Adoption by People 65+

53%

2012

47%

2010

32%

2007

Source: Pew Internet & American Life Project

Once online, most seniors make Internet use a regular part of their lives, with 70% using it on a typical day.

-Pew Internet Research

Adults 50-64 Active on Social Networks (52%)

Adults 65+ Active on Social Networks (32%)

Generate Content

Synchronize Messaging

Monitor Consumer Reviews

Engage

Build Trust

Strengthen Reputation

Have a Policy

CREATE YOUR CONTENT CALENDAR

Mon Tues Wed Thu Fri Sat Sun

Video Blog Post Facebook

Post Tweet

LinkedIn Post

1 2 3 4 5 6

8 9 10 11 12 13

15 16 17 18 19 20

7

14

22 23 24 25 26 27 21

29 28 30

Photos from event

Article

Article

Article

Blog Post

Blog Post

Blog Post

Staff Feature

Video

Video

Blog Post

Blog Post

Article Fun Friday

Trivia Tuesday

Article Blog Post

Blog Post

Blog Post

Resident Celebration

Article

Demonstration

Video

Article

Article

Resident Feature

Blog Post

Fun Friday

Trivia Tuesday

Blog Post

Meet the Staff Monday

Generate Content



Engage

Build Trust


Have a Policy

WHAT ARE ONLINE REVIEWS?

Comments about a business (or product) that consumers post in open forums, online

Comments can be positive or negative

Reviewers can often submit a star rating (0-5 stars)

Comments and ratings are published in the business’ profile for other consumers to read


“One of the best places we have ever lived.” - Kay “…residents aren’t the only ones who can rave about this place!” -Susie


Adult Children Endorsements

Reviews impact search engine rankings

R E A S O N 1

WHY ARE ONLINE REVIEWS IMPORTANT?


Relevance to the search

Physical location

What Influences Rankings?


What goes into relevance?

Claiming Listings

Optimizing Listings

Consistent Data

Categorization

Citations

ONLINE REVIEWS

People use them to make buying decisions

R E A S O N 2



• Americans report performing online research 58%

• American adults have posted comments or reviews 24%

Source: Pew Research

HOW TO GET MORE ONLINE REVIEWS

Ask residents and families to go online and write a review

about your community Show them how

RESPONDING TO ONLINE REVIEWS

Acknowledge (both positive and negative)

Be sincere, not aggressive

Take action to remedy the issue (if any)

Continue to monitor and solicit positive reviews

Generate positive content across all platforms

Positive Cycle Negative Cycle

Lower Occupancy / Higher Staff

Turnover

Reviews No

Improvements

Worse Reviews

Lower Resident / Staff

Satisfaction

Higher Occupancy / Lower Staff

Turnover

Reviews Improvements

Higher Resident / Staff

Satisfaction

Better Reviews

RESPONDING TO ONLINE REVIEWS

Generate Content



Engage

Build Trust


Have a Policy

REACTIVE

PROACTIVE

RESULTS

Preparedness

Build stakeholder trust and loyalty

Earn confidence

Increase resident/staff satisfaction

Increase leads/occupancy

Questions

SPEA

KER

S BLAKE HODGES Director, Digital Media and Analytics [email protected]

BRANDI TOWNS Public Relations Account Supervisor [email protected]

and how to manage it...manage it why your community’s online reputation matters s blake hodges...

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