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Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management: The Internet Doesnt Forgive and Forget Dan Malloy @danielgmalloy Slide 2 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Reputation is Key 78% of online Americans aged 18-64 use online reviews to help make their purchasing decisions 49% of automotive shoppers check reviews while on your lot Monitoring and responding are important! Only reacting is not enough to keep you in front of your online reputation Slide 3 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Reactive Process Monitoring for online mentions Monitoring for reviews on third party sites Responding to reviews Slide 4 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Proactive Process Follow-up email surveys Using Social Media to increase engagement POS handouts for selected review sites Encouraging customers to share feedback Featured testimonials on website or social media Reviews pages on your website Addition of review site button to: Email signatures Website Email campaigns Slide 5 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Social Media 80% of shopper consult social media 62% cited Facebook as best channel 12% Pinterest 11% Twitter Slide 6 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Social Media Abundance of information to influence customers: Customer conversations Ability to share special events and incentives Ability to add pictures (staff, customers, inventory) Advertising opportunities Customer reviews and Testimonials And much more Slide 7 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Social Media You must engage your customers in order to: Encourage growth of your customer base Maintain positive relationships Increase brand recognition Increase brand reach Increase brand advocacy Slide 8 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Survey Emails Common concerns about follow up emails: Sending out too many different communications to customers Ill get too many negative reviews These surveys will interfere with CSI surveys In response to these concerns: Customers enjoy sharing their opinions Frequency of email communications can be monitored and controlled Negative customers are 15.3% less likely to consent to having their review published online On average, 93.42% of published monthly reviews are positive Follow up surveys are set up to send prior to CSI surveys and have been shown to increase CSI scores Slide 9 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Follow Up Survey Emails Dealership branded, short surveys sent within 48 hours after a sales or service transaction Opportunity to share experience with dealership and on 3 rd party review sites Able to quickly follow up with customer to resolve issues before CSI surveys Can present opportunities to change dealer processes and improve customer experience Impact to CSI surveys can be monitored CSI Surveys OEM branded, longer surveys sent about 10-14 days after a sales or service transaction Measures multiple aspects of customers dealership experience Provides data to allow dealers to make process improvements Survey response rates are monitored monthly Slide 10 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Survey Emails Slide 11 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Survey Emails Slide 12 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Survey Emails Slide 13 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Response Handling Weve all seen how poorly customer feedback can be handled online Slide 14 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Response Handling And weve all seen examples of how to properly handle responding to customer feedback online Slide 15 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Response Handling Why is it important to respond to all reviews? Make sure customer issues dont slip through the cracks 95% of complaining customers will do business with you again if their concern is addressed Effective responses increase positive loyalty behaviors by more than 20% 21% of car buyers changed dealership selection based on review site interaction Maintain positive relationships Engage current and potential customers Slide 16 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Response Handling Benefits to a response handling plan All reviews are handled professionally and in a timely manner Dealership is engaged with customer base More time to focus on customers and day to day operation of the dealership Improved review site ratings Increased referrals Slide 17 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Response Handling Slide 18 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Recap Key ways to increase customer satisfaction, loyalty, and overall dealership success: Social media management Customer follow up surveys Response handling plan Slide 19 Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com Reputation Management Conclusion People will talk about your dealership Make sure youre a part of the conversation, when it happens, where it happens Slide 20 Contact Info Full Name: Company: Job Title : Email: Twitter: Dan Malloy Naked Lime Marketing Product Manager Dmalloy@nakedlime.com @danielgmalloy Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad.