From SLANDER to CANDOR: 10 Steps to Get Started with Reputation Management Today
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From SLANDER to CANDOR: 10 Steps to Get Started with Reputation Management Today For personal and business brands!
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Transcript of From SLANDER to CANDOR: 10 Steps to Get Started with Reputation Management Today
From SLANDER to CANDOR:
10 Steps to Get Started with Reputation
Management TodayFor personal and business brands!
Jordan GarnerDirector,
Marketing
Jennifer Hayward
Content Marketing Manager
Who the fudge is Trustpilot?Online community & business solution
connecting consumers & businesses via reviews
140,000 reviewed websites
26,000 websites get new
reviews/month
22 million online reviews
700,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion
impressions/month
Why the fudge does Trustpilot exist?
For Businesses:For Consumers:
Open online review community to read, write, and engage with authentic reviews
to provide trustworthy customer experience information and make
better buying decisions.
Solution to implement an automated review collection strategy, moderate and
engage with reviews, and leverage reviews to accelerate business improvement and growth.
Retail Services Finance
What’s the deal with Signpost?TrustPilot = Establishes customer trust and
credibility
Signpost = Drives deeper relationships.
Builds Profiles
Drives Results
Develops Insights
Reputation Management
PeopleBusinessesCampaigns
anyone that’s trying to woo someone
Positive rep?keep it positive & focused on stuff
important to you
Negative rep?stop the bleeding & replace the negative
with positive
No rep at all?build positive web presence to get
credibility & trust
1.Evaluate 2.Execute 3.Iterate
10 tips for a flawless rep management strategy
Evaluationwho’s SAYING what & wherewho’s SEEING what & where
1Survey the landscape
what’s already out there about your brand??
search enginespaid & organic searchlocal & global search
social mediawhere are people talking about
your brand
any other social/forum/review communities?
2Understand prospect behavior
what are people searching for during conversion??
internal analytics toolspopular channels/referring sitesmulti-conversion funnels
external analytics toolsGoogle Trend
ask people how they found out about you
3Evaluate existing rep sources
what’s up with my current reputation sources??
where does it show up?search, social, etc.
is it positive, negative, or neutral?
what level of control do I have over this content?
full control, influence, or no control
is this listing temporarily popular or long-term?
4Actively listen & re-evaluate
what/where are on-going conversations about my brand??
subscribe to alertsbrand, variations, popular
products, etc.
use free listening toolscoverage areas are different, so
use severalkeep checking referral traffic
sources capture change in primary sources
capture new ones
is this listing temporarily popular or long-term?
Executionstart conversations people care about with the people YOU care aboutencourage healthy exchange, NOT one-sided misrepresentations
5Claim all free profiles
what are relevant profiles I can claim & customize??
prioritize large, authoritative domains first
Alexa ranking, Page Rank, authority, etc.
customize any content you can control
stay in line with brand voice & guidelines
proactively run campaigns to drive content
EX: YouTube, LinkedIn, Facebook, Twitter, Trustpilot, Quora
is this listing temporarily popular or long-term?
6Promote positive rep sources
how can I make sure people are finding the good stuff??
positive assets are as important as your website link to them on your site & blog
promote them in PR & advertising
give them on-going design/content love
drive content to theminternal contentcustomer-generated content
7Keep asking for feedback
how can I proactively ask every customer for feedback??
ask every customer for a review & make it easy
make it fit well in the customer journey
choose 1 or a few feedback destinations that:
> give you a forum to respond> are open communities, so
they’re findable> encourage credibility/trust> show positive & negative
reviews> make leaving a review simple
8Respond to feedback
how can I show people I listen, care, & fix things??
> positive feedback:show you care & encourage
return businessask for referrals/advocacy
> negative feedback:apologize & indicate a private
follow-upactually resolve issuesencourage them to update
feedback TIP: Keep responses unique, personal, friendly, & full of personality!
9Avoid exploitive properties!
how can I replace negativity with positive sources??
never ever EVER engage with the bad guys
overwhelm them with positive assets
steal their visibility with your focus sources
do NOT build content with them= this will help them rank
better
do NOT pay them $$= they will always come back
for more
10Create & market FAB content
how can I start conversations about important stuff??
more cool content = the bad stuff matters less
LISTEN to your customerswhat do they even care
about?what do they want your
help with?
make compelling contentexperiment with
mediums/topicsmeasure success with KPIs
& improve= they will always come back for more
ITERATIONmeasure, analyze, learn, improvedon’t EVER stop
Rep Mgt EXTREMEbuild deeper relationships!!!
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●80% of your future profits will come from 20% of your customers
●Increasing retention rates by 5% can increase profits up to 95%
●A new customer converts at 5-10%, but a repeat at 60-70%
●Repeat customers spend 33% more than new customers
RELATIONSHIP STRATEGIESKey to Revenue
FIRST CAPTURE DATA
The only way to maintain relationships!
Here’s How●Website: Your website should
have forms!●Listings: Make it as easy as
possible for your customers to find your listings. Develop your TrustPilot profile!
● In-store: Display signs in-store●Automated CRM: Pulls in contacts
and creates a perfect customer record
Capture Data!
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THEN COLLECT FEEDBACK
The Key: Request Feedback
Advocates●Reviews●Referrals●Loyalty
Detractors●Intercept
Feedback
How likely are you to recommend my business to a friend?
YES NO
CRITICAL: INTERCEPT NEGATIVE REVIEWS
Here’s Why
● 42% of customers are more likely to share bad experiences than positive
● HBS found that an increase in rating of just one star can increase a company’s revenues anywhere from 5-9%
● Provides an opportunity to win back customers you would’ve lost otherwise
● Signpost does this automatically
Negative Reviews Hurt Business
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START DRIVING MORE POSITIVE REVIEWS
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5-Star Reviews Drive Revenue●70% of customers read testimonials
before making a purchasing decision●92% have more confidence in info
found online than from a salesperson●88% of customers trust reviews as
much as personal recommendations●72% of consumers say positive
reviews make them trust businesses more
●Helps identify those who have had positive experiences, so that you can target them for referral and loyalty offers, or request a testimonial for your site/marketing materials.
SUCCESS
