reputation management for yacht brokers
TRANSCRIPT
ONLINE REPUTATION
MANAGEMENT
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“IT TAKES 20 YEARS TO
BUILD A REPUTATION
AND FIVE MINUTES TO
RUIN IT. IF YOU THINK
ABOUT THAT, YOU’LL DO
THINGS DIFFERENTLY.”
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- Warren Buffet
WHY SHOULD YOU
CARE ABOUT YOUR
ONLINE REPUTATION?
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REASON #1: SEARCH…
ESPECIALLY LOCAL SEARCH
REASON #2: TRUST
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72% OF CUSTOMERS TRUST
ONLINE REVIEWS AS MUCH AS
PERSONAL RECOMMENDATIONS
WHAT IS THE
DIFFERENCE BETWEEN
A REVIEW AND A
TESTIMONIAL?
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A REVIEW IS LEFT
INDEPENDENTLY ON A
3RD
PARTY WEBSITE
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Reviews influence awareness and typically influence buyers early in
the buying cycle
A TESTIMONIAL IS
PRODUCED BY THE
ORGANIZATION
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Testimonials influence buyers towards the end of the buying
cycle after awareness exists
WHERE DO YOU START
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2 Solicit
1 Claim
3 Monitor
CLAIM
CLAIMING YOUR
LISTINGS GIVES YOU
CONTROL
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• You control the accuracy of the information • You can identify when new reviews occur • You can respond to reviews as the owner
SEARCH YOU NAME &
REVIEWS AND
MAKE SURE YOU HAVE
CONTROL OVER THE
RESULTS THAT APPEAR
USE GETLISTED.ORG
Easily Identify
• Listing Opportunities
• Unclaimed Listings
Manage all of your listings in one place
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SOLICIT
CUSTOMERS ARE
QUICK TO SHARE
NEGATIVE
EXPERIENCES!
How can you encourage customers to write positive reviews?
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3 SIMPLE WORDS…
“SHARE YOUR
EXPERIENCE”
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WHEN A CUSTOMER COMPLIMENTS
YOUR BUSINESS THE ORGANIZATION
MUST BE CONDITIONED TO RESPOND
WITH, “THANK YOU! WE’D APPRECIATE IT
IF YOU WOULD SHARE YOUR EXPERIENCE”
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THEN MAKE IT EASY…
• Put links on your website to review sites. You can simply hand the customer a business card
• Print special cards with links to review sites • Include links to review sites in your customer emails
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MONITOR
MEASURE THE
RESULTS
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RESPOND TO BOTH
POSITIVE & NEGATIVE
REVIEWS
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HANDLING NEGATIVE REVIEWS
• Be BRIEF & POLITE
• Address their PAIN
• Take the conversation OFFLINE
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THE BEST WAY TO
MITIGATE A NEGATIVE
REVIEW IS TO
GENERATE MORE
POSITIVE ONES
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• GetListed: easy directory listing management (getlisted.org)
• Social Mention: monitors mentions (socialmention.com)
• Google Alerts: identifies mentions across the web (google.com/alerts)
• Marchex: Reputation Monitoring Tool (marchex.com/repmanagement/)
• Bit.ly: Link Shortening (bit.ly)
RESOURCES
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