Online Reputation Management
Generating Raving Fans When Everybody is a Critic
Presented by:Tim Fahndrich
Aka “Why you should care about online reviews”
THEY’RE SHARING THEMHERE and HERE and HERE
… and HERE And 100’s of others
And ConsumersTRUST
USER GENERATEDcontent MORE THAN
traditional media
Did You Know?47% of consumerssay that reputation matters most for restaurants … the highest of any category
~ Brightlocal
A 1 Star ★Improvement of a restaurant’s average Yelp score increases revenue by
5-9%~ Harvard Business School
92% of consumers will use a local business with a ★★★★★ rating …
But only 27% will use a local business with a ★★★★★ rating
~Brightlocal
YOU CAN NO LONGER AFFORDTO COVER YOUR EARS AND CLOSE
YOUR EYES WHEN IT COMES TO ONLINE REVIEWS
MORE STARS = MORE REVENUE★★★★★
@restaurant … I can’t believe I just ate at your hell-hole of a restaurant. Sheez! #sucks
Critic@critic
Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business …
Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business…
You should know about it RIGHT AWAY
WHY IT HAPPENEDand
HOW TO HANDLE IT
REPUTATIONWhat you say about yourself
(Digital Footprint)
+What others say about you
(Digital Shadow)
InterestConsumers become aware of you and are interested in buying from you as a result of referrals, print ads, paid search, billboards, radio, TV, loyalty programs, networking, email, deals, trucks, signs, etc.
ResearchNow they research you online via your listings, online reviews and ratings, social media posts, overall website experience, and ease of finding
you. This is your Virtual Doorway
PurchaseThe decision to purchase is made here after they’ve researched you or had a conversation with a salesperson, had an In-store experience, read a brochure, tried a product sample, etc.
ExperienceAfter they’ve purchased, then they compare expectations with their experience, and share that in social posts, reviews, conversations with friends, blog posts, and more.
Today’s Buying Journey-- First Impressions Are Made Online: Zero Moment of
Truth --
Your Virtual DoorwayThe pillars of your online presence
Visibility & Listings Reviews & Mentions SocialMarketing
Mobile Search
Is your business listed everywhere
online? Is the information accurate?
What are consumers
saying about your business
online?
Are you actively engaged on social media sites and listening to what
people are saying?
Is your website optimized for
mobile? Is your business found
on mobile devices?
Are you showing up at
the top of Google search
results?
Visibility & Listings
Get Found Everywhere
Reviews & Mentions
HOW DO YOU BUILD,
PROMOTE, AND MANAGE YOUR ONLINE REPUTATION?
Be Proactive1 2
ENGAGEWith The Reviewer &
In The ProcessWhy Engage?
What would you do if someone was in your
business reviewing it right now?
GENERATE
Reviews & Word-of-Mouth
Encourage customers to leave online reviews.
Promote your positive reviews all over the web and in all of
your marketing efforts.
Think of reviews as a management tool
Intelligence to run your business better.
Good Reviews
AccoladesGoal Setting
Bad Reviews
Staff TrainingPolicy Issues
Create a Review Process
Check-in Form
Mobile Feedback Funnel
Reduce Negative Reviews On Major Review Sites
Private “Review Engine”
Monitor Your Reputation
Receive Review Alerts… sometimes while they are still in the building
and respond quickly to reviews to show engagement
3 Benefits1
Of ReputationManagement
GENERATE
RAVING FANS
3 Benefits1
Of ReputationManagement
2
GENERATE
RAVING FANS
BUILD SOCIAL PROOF
3 Benefits1
Of ReputationManagement
2 3GENERAT
E RAVING
FANS
BUILD SOCIAL PROOF
GROW REVENUE
Social Media
Successful social media marketing is about three
things:1 2 3
CustomerService
GeneratingLeads
BuildingFans
There are There are 3 KEY WAYS3 KEY WAYSTo build fansTo build fans
1.PostINTERESTING
AND
RELEVANTContent
… and remember to vary your posts
4 “E” Framework
EngagingEntertainingEducationalEncouraging
2. Connect withINFLUENCERS
Turn potential customers and
RAVING FANS into active
BRAND AMBASSADORS
3.CreateCOUPONS, DEALS
AND
SOCIALOffers
Now having a fan base is great …But likes don’t always = dollars
Always build a list that you own!
Customer ServiceHaving a social media channel you don't monitor is like having phone
lines at your business that are never answered.
Generating LeadsEvery day consumers are declaring their intentions on social media…
I’m craving Greek ribs!
Where do people go
for drinks on a
Wednesday?
Best pizza in town?
Generating Leads...and those intentions are real-time
leads.
Family Restaurant@familyrestaurant
Terrible service @familyrestaurant. I am not impressed at all!!!!
@johnisinthehouse sorry to hear that, is there anything we can do to help?
SO WHAT’S THE RECAP?1.Consumers control conversations
Businesses are no longer exclusively what they say they are. Today, brands are largely defined by consumers. 2. Monitoring your reputation
isn’t enough.Businesses need to proactively build, promote and manage their reputation to build social proof and grow revenue.3. Social media isn’t just about followers and likesIt is a real opportunity to build raving fans, generate leads, and provide great customer service to get a positive return on investment.
There is no greater TIME
For localrestaurants to Get involved in
Reputation Reputation ManagementManagement
Questions?