Help my customers are talking about me

HELP! People are

talking about us online

Online Reputation Management and YOU

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

November 2009 Now

Wine consumer with a vision Two businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month Close to 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 LinkedIn connections 2500 local connections

0 Twitter followers 10800 Twitter followers

0 YouTube Videos 160 Videos (20,000 views)

0 Blog posts 500 posts

The Storyfrom click to mortar




•5 Wineries 40 Wines 1 Location•Co-op business model•Event facility (3000 sq ft)•Future expansion •Voted “Best new biz in 2011”•Featured in Alaska Airlines Magazine and on MSNBC.com



•Author•Seminar Leader•Consultant•Build affordable template based web sites•Manage businesses online content

Today’s Agenda1. The Word of Mouth Revolution

2. Whose Voice is Louder

3. The Anatomy of Reputation

4. Listening is as Important as Marketing

5. Online Review Sites

6. Dealing with Negative Reviews

7. Taking Action Now

8. Q&A


Word of Mouth The Revolution of Online Engagement


•50-67% of all searches are done from a smart phone•61% of global Internet users research products online.•78% of consumers trust peer recommendations. •Only 14% trust advertising •89% of US buyers read consumer reviews before they purchase•51% of Facebook user are more likely to buy from a brand they LIKE•67% of Twitter users are more likely to buy from a brand they FOLLOW



•Number of travel bookings made on the internet each year? 148 million•Percentage of all travel booked online? 57%•Percentage of same day hotel reservations made on a smart phone? 65%

•Brand Website – 65%•Merchant site (Expedia, Travelocity) 19.5%•Priceline – 11.3%

Internet Source of Hotel Booking

http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

The Value of a Fan


Who is Talking About You?


YOUR CUSTOMERSThey are sharing their experiences through formal reviews, blog posts, and social shares

YOUR PROSPECTSThey are asking about you, reading reviews, and talking about their upcoming experiences

YOUR COMPETITORSThey are inserting themselves in your prospects inquiries and some are writing about you online (directly or indirectly)

Who is Talking About You?


Who’s Voice is Speaking Louder?

What YOU say about YOU or what others

say about you?

The Anatomy of Reputation




Search Engines are Reputation Engines



Search Engines are Reputation Engines

Content is king, take ownership of your content with a focus on search engine marketing



Social builds relationships and customer loyalty

“Attention is the currency of social media. Capturing attention leads to interest, desire and then action.”

Sales funnel starts over again with advocacy



1 BILLION ACCOUNTS

600 Musers

200 Musers

220 Musers

40 Musers



Marketing is no longer about the

stuff that you make, but about the stories you tell ~ Seth Godin

Social builds relationships and customer loyalty



Harness the power of press releases and traditional media mentions

•Traditional media mentions still carry great power•Write press releases (and put them on your blog)•Media mentions with links to your website increase web credibility •Traditional media is LOOKING for news•Set up Google Alerts



Harness the power of press releases and traditional media mentions



Word of mouth marketing will always be the most powerful form of marketing. Are you listening?

Listening is as Important as Marketing


Listening is as Important as Marketing


•Where we are doing good?•Where we need to improve?•Who our audience / customer base is?•What our customers need want?•Where we may need to do damage control?

Online Review Sites


Where Should You Be Listening

Online Review Sites


•Yelp•Trip Advisor•Hotel Sites• Hotels.com• Travelocity• Priceline

•Google Places•Foursquare


•Facebook•Twitter•LinkedIn•Blogs

•Your Web Site•Better Business Bureau•Consumer Reports•Industry Specific

Dealing with Negative Reviews


•Is there merit?•If not ask for facts and correction•If yes offer to discuss and correct•Be ready to respond•Results can be loyal ambassadors


Bad reviews are an opportunity for growth and changing perceptions

What is Next?


What is Next?


•Text (BLOG)•Images•Video•Audio•Content Marketing

Optimize your Brand Online

Take Control of Your SERP (Search Engine Result Page)

What is Next?


FREE•Google Alerts•SocialMention.com•Mention.net

Monitor Mentions

Listen and respond

IN DEPTH•ReviewPro.com•TrackUR.com

What is Next?


•Send customers email link•In house signage•Testimonials on your website•Make it easy

Promote Customer Reviews

Take initiative and ownership to encourage customer reviews

What is Next?


•Quickly•Personally•Appropriately

Respond

Deepen positive experiences and address negative experiences

Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

[email protected]

http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co

@nectarmedia

Facebook.com/NectarMedia

YouTube.com/NectarMedia

Contact Info

mailto:[email protected]

Help my customers are talking about me

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