Reputation Management: Converting One’s Negativity into

Your Opportunity

So You Run A More Successful Business

AppFolio

•Property management and accounting

•Online rent collection (free)

•Prospect / guest card tracking

•Marketing

•Website

•Payment processing

•Online applications

•Resident Screening

Complete Solution Includes:

Web-Based Property Management Software

• Reputation Management Bootcamp• Play the Field: Get Listed in Business

Directories • Scoring Fan Reviews on Social Channels to

Enhance Your Image• Tackling Reviews: The Good, The Bad, The

Ugly• Blitz the Competition: Monitor Your Competitors

to Get Ahead• Offensive & Defensive Moves to Promote & Protect

Your Brand• The End Zone

Download a FREE Reputation Management eBookbit.ly/OnlineReputationeBook

 

Your online reputation matters!

Word of mouth influences decision-making.

Things said about your brand are important to your audience.

Pre-shopping is a daily habit.

What is the solution you offer?

Be transparent!

Ouch!!! This is really bad.

You don’t control your brand.

But…You can control the agenda.

Stimulus

First Moment of Truth

Second Moment of Truth

Source: Google

ZMOT: The New Mental Mode of Marketing

If you aren’t monitoring your reputation online, you have no idea what people are saying.

Negative reviews, bad reviews, and trolling online attacks can haunt your brand for a long time.

And now what?

• Get featured on as many local directories, apps and mapping sites as possible

• Build your brand with consistent information

• Get more search engine credit

Most Profiles:NameAddressPhone Number

Extended Profiles:NameAddressPhone NumberWebsiteEmailOffers (coupons, specials)HoursPhotosBusiness CategoryPayment OptionsStaff BiosProducts/ServicesEvent Calendars

Optimize your listings to help more people find your business.

bit.ly/FRMSClaimingListings

• Avoid getting lots of reviews at once• Don’t post similar reviews on other sites• Don’t put URLs in the reviews• Don’t review yourself• Don’t offer incentives for leaving reviews• Don’t buy reviews • Ask customers for the reviews personally rather than having

someone else do it• Emphasize that customers’ honest opinions = good• Request reviews soon after the transaction rather than in batches• Emphasize that any length is fine• Request that customers not re-post their Google reviews on other

sites• Give only some customers the direct link to the Google+ Local Page

• Is the listing claimed in multiple accounts?

• Move them (if you’ve moved recently or changed your company name)

• Report it: https://support.google.com/places/

• Videos are an essential part of the research flight path and are often the first stop for shoppers.

• Images build greater credibility. • Users are more willing to click a review if it

includes a high-quality image. • Users pay attention to social signals like

reviews. • The volume of reviews matters. • Images play a big role.

Source: Mediative Eye Tracking Study 2011

Opportunity: Drive traffic and get free advertising.

Opportunity: Brands using social annotations see a 5-10% uptick in click through rates.

Opportunity: Increase click-through rate and influence with social proof.

Opportunity: Click-through to your Google+ page.

Opportunity: Regularly post content and interact with consumers.

bit.ly/SocialPostingCalendar

Be proactive and ASK for reviews• Implement a process, train your staff• Make it easy for your customers• Be the kind of business people want to refer

Opportunity: Feed the reputation engine.

bit.ly/FRMSReviewCards

• Staff email signatures• During the lease-signing process• Renewal• Office visit/general conversation• Work order/call back• Move out

bit.ly/HowtoGetYourCustomerstoReviewYourBusniess

Opportunity: Free marketing and great for SEO.

When it comes to maintaining or defending an online reputation, there is a wrong way and a right way.

• Be educated on the topic • Be nice• Don’t get personal• Feedback is helpful• Keep it short and sweet• Thank your reviewers • Personalize your responses • Be a friend, not a salesperson • Err on the side of caution

Opportunity: Thank your advocates.

Sometimes we do dumb things. #gettngslizzerd

Opportunity: Apologized and thanked their supporters for being understanding and used the accident to encourage donations.

Opportunity: Acknowledge your mistake and issue an apology quickly.

Sometimes we do REALLY dumb things.

A negative review presents a great opportunity to showcase just how good your customer service really is. • Identify them before they happen!• Provide a business response• Flag if inappropriate• Showcase your customer focus!• Have someone proofread it • Try and take the conversation offline

bit.ly/FRMSRespondtoOnlineReviews

1. Comments or content in social networks

• Easily addressed, no long-term impact• If not addressed, can scale to an ‘issue’

2. Online reputation ‘bombs’• Affects reputation and sales long term• Can severely damage a business and

scales quickly

• They build trust, credibility and authenticity

• They provide feedback• They can improve your SEO• They are a golden opportunity!

• Tune in to social listening• Respond diplomatically• Respond in a timely manner• Ask and you shall receive

• Negative visual content• Negative media coverage• Fake accounts• Newsjacking• Hate sites and accounts • PR crisis • Lawsuit

Opportunity: Take risks and play off others’ successes and failures.

1. Use Google Alerts and other 3rd party tools to track comps and industry news

2. Follow industry leaders on social networks3. Check out analytical tools and reports to

compare and evaluate the activity on your social channels vs. the activity on your comps’ channels

4. Sign up for your comps’ promotions and newsletters and subscribe to their blog feeds

Rule 1: Never write a response while angryRule 2: Always use empathy and be authenticRule 3: Don’t blame the customerRule 4: Never get into an online comment battleRule 5: Keep it timely and never ignore bad reviews

1. Identify the key players.2. Set routine meetings for the team.3. Establish goals and objectives and tactics to

support them. 4. Conduct an audit for your reputation and social

media.5. Craft a risk management plan along with

response protocol. 6. Set up listening tools to manage reputation. 7. Develop internal training material.8. Evaluate effectiveness of actions taken.

• Corporate Marketing/Regional Manager who oversees strategy

• Property Manager/Leasing Agent who tracks and engages in conversations

• Corporate Marketing/Leasing Agent who focuses on creating shareable content e.g. infographics, video, photos, social posts

• Analyst who makes sense of sentiment and relays the info to the manager and acts as the liaison with managers on the impact this has on strategy

Establish Governance

“A social media policy should not only protect the company, but should also encourage employee ownership.”

-Jeremiah Owyang

Once you have developed your table you can expand on each risk that you have identified.

Be consistent in your online branding

Create AMAZING

content

Don’t feed your reputation trolls

Don’t trash talk your competitors Photo Credit: http://wordconstructions.com.au

Always be helping

be

• Understand your goals• Invest in building a congruent brand• Always be listening and helping• Don’t take shortcuts in review

building• Take control of your Google

reputation• Be quick to apologize• Be proactive, not just reactive

bitly.com/FRMSsuccess

@AptsForRent @HomesPro@EricaCampbell

+AptsForRent

/AptsForRent

/AptsForRent

/AptsForRent

Erica Campbell ByrumDirector of Social MediaForRent.com & Homes.com