SEO and Social Signals - Andrew Rainey

BEST PRACTICES ON LISTENING, UNDERSTANDING, ENGAGING &

MANAGING YOUR ONLINE REPUTATION

ANDREW RAINEY@AndrewDRainey

VP Sales & Business Development, Binary Fountain, Inc.

Co-Author Applying Social Media Technologies in Healthcare Environments, HIMSS

multifamily-social-media.com

Price

Location

Quality

Brand loyalty

Reviews/Ratings

multifamily-social-media.com 2

KEY BUYING INFLUENCES


“…WE HOSTED SEVERAL FOCUS GROUPS AND ASKED RENTERS IF THEY CONSULTED RATINGS

AND REVIEWS BEFORE MAKING A LEASING DECISION. ONE HUNDRED PERCENT OF

THEM SAID 'YES’.”

- Kristy Simonette, Senior Vice President Strategic ServicesCamden Property Trust


CUSTOMER EXPERIENCE

ONLINE REPTUATION

OPERATIONAL INTELLIGENCE

and

a. LISTEN to all customer feedback

b. UNDERSTAND the experience

c. ENGAGE to build loyalty

d. PROMOTE the story


MANAGING THE CUSTOMER EXPERIENCE


LISTENto all feedback

Monitor all sources of feedback Social Review/Rating Sites Surveys

Measure online presence

Track your stars & social stats

Set up alerts & notifications


ACTIVELY MONITOR


UNDERSTANDthe experience

LOOK AT RATINGS

MAKE SENSE OF REVIEWS


Define your operational metrics

What are actual issues at each community?

Who is the author, what’s the impact?

Benchmark

Communities, Districts, Regions, etc.

Competitive


OPERATIONAL INTELLIGENCE

Appearance

Apartment

Cable

Cleanliness

Gym

Location

Maintenance

Management


PERFORMANCE METRICS

Noise

Parking

Pool

Security

Service

Staff

Trash

Value


ACTIONABLE INSIGHTS

Appearance1.little older apartments2.good condition overall3.Good-looking buildings

Maintenance4.very good5.very prompt

Value6.decent rent

Security7.pretty safe

Location1.Great location

Noise•Usually pretty quiet

Trash•Dumpster not a long walk


PERFORMANCE ANALYTICS


ENGAGEto build loyalty

Measurable, consistent & timely

Get specific; automated responses are the worst

SEO-focused responses Research review/response keywords

Take some conversations offline

Don’t just focus on the negatives


ENGAGEMENT STRATEGY


OVER EXCEED EXPECTATIONS IN OTHER CATEGORIES WHEN SOME CANNOT BE FIXED


PROMOTEthe story


PROMOTING CUSTOMER EXPERIENCE

Use stories & engage across multiple channels

Showcase customer experiences

Request reviews from happy customers

Re-engage residents for ‘updated’ reviews

Incentives

Post to your own site - Be transparent!


JOSHIE’S EXTENDED VACATION

Exemplary customer experience drives online perception

Monitor all reviews and identify key insights Develop an effective engagement strategy Resolved issues eliminate future negative

experiences Not just about a response…sometimes a change Solicit new reviews Share your success stories with others


KEY TAKEAWAYS

30multifamily-social-media.com

[email protected]

Andrew RaineyVP, Sales & Business Development

@[email protected]

SEO and Social Signals - Andrew Rainey

Real Estate

Transcript of SEO and Social Signals - Andrew Rainey