Reputation Marketing

A SMART approach to managing and promoting you reputation

Reputation Marketing

What is reputation marketing and how do we achieve and

maintain a good reputation?

A reputation takes time to build, and yet can be lost in

an instant.

Reputation

Making an impression and building a reputation are not the

same thing.

“The reputation of a man is like his shadow, gigantic when it precedes him, and

pygmy in its proportions when it follows”.

Talleyrand

Not the same as a good reputation...

Success

Profitability

Being well known

What image does this conjure up for you? Good or bad?

All State You’re in good hands with All State

General Electric We bring good things to life

Motel 6 We’ll leave the light on for you

Rolaids How do you spell relief?

Monitoring online conversations about your

company, your brand, and your products is no longer a luxury.

Edelman researchers note that “Sixty percent (60%) of our respondents said they need to hear information about a company three to five times before they believe it”.

29% of respondents worldwide view information as credible when coming from a

CEO

In the U.S., that number hits a six-year low of 17% among 35-to-64

year olds

Where do consumers turn to find the outside voices that are

actively shaping opinion of your products?

Social media sites, blogs and complaint boards

Sites that monitor on-line remarks

Technorati

Original search engine for blogs

Indexes over 1 million blog posts

Results are sorted by blog authority

Able to display what is popular on the web

at that time

Blogs

Technorati

Blogs

Backtype

serph

yacktrack

BoardReader

Boardtracker

Samepoint

FriendFeed

Socialmention

TweetScan

Twitterholic.com

Twittersearch

Google Alerts

Blogs

Backtype

Allows you to find , follow and share comments from across the web.

The Alerts tool lets users monitor specific terms within blogs and

Comments.

serph

Enter a keyword and serph finds everything said about it displaying

the most recent results first.

Blogs

yacktrack

Supports Blogger/Blogspot, Digg, Disqus, Friend

Feed, Google Blog Search, Google Reader and Word Press, among a few. “Chatter” is a tool that allows users to

perform keyword

searches across social media sites. You are then able to save and subscribe

via RSS.

Blogs

BoardReader

Indexes message boards and forums.

Enter a keyword see the results of where the keyword appears on

message boards and forums. Browse by popular internet

videos, movies, posts, articles, internet sites, domains, topics and projects.

Message Boards

Boardtracker

Another message board and forum tracking tool

Searches tags and threads for specific keywords

Create alerts to be sent notifying when there are new discussions taking place

about your Brand.

Message boards

Samepoint

A social conversation search engine

Within search results, displays the title, an excerpt of the content,

the source and the negative and positive words associated with the

given keyword.

Social Media

FriendFeedAllows you to keep track of all your

activities across the web. Aggregates everything you bookmark to del.icio.us, wish for on Amazon, share on

Google reader, tweet about on twitter, etc.Enables you to conduct searches for brand

keywords to see where they appear across the social media

landscape.

Social Media

Socialmention

In search results, displays a “social rank” based on the frequency of

mention.You can sort by

Blogs, Microblogs, Bookmarks, Comments, Events, Images, News, Videos

or by all.

Social Media

TweetScan

Basic twitter search with search cloud on main page.

Twitter Specific

Twitterholic.com

Twitter ranking based on number of followers.

Great way to determine influence.

Twitter Specific

Twittersearch

Search for what is being said on Twitter in real time

Twitter’s own search tool.

Displays trends and most popular subjects.

Can create RSS feeds to keep track of your keywords.

Twitter Specific

Google Alerts

Google Alerts lets you see when those negative blog posts go up or when a competitor is trying to outrank you for a simliar keyword. Any keyword you are attempting to rank at the top for should be something to consider tracking with Google Alerts.

Review sites

Yelp

ApartmentRatings.com

Responding to posts

Timeliness

Transparency

Honesty

Integrity

38% of participants report they monitor their reviews once a month

68% of site managers report they have not set up Google alerts for

their communities

How do you engage in improving your on line

reputation?

Timeliness

Respond to ALL posts; we recommend within

24 hours

Engaging

Engaging

TransparencyAre you being defensive in your

responses?

Do your responses communicate that you are open and being objective?

Don’t engage in an argument, state what you are willing to do about a

situation

Negative posts can not be taken personally, address the situation, not

the person posting

Engaging

Honesty

Own the situation, if there has been an error or

oversight, acknowledge it and apologize

Engaging

Integrity

Say what you mean and mean what you say

Engaging

Tylenol

Video

Case studies

Exxon Valdez

Video

Case studies

River Oaks ApartmentsBattle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

River Oaks Apartments, Battle Creek MI

Case studies

Kick it into coolSummary

Astro-turfingAstroTurf. Once famous for being the Brady Bunch’s lawn of choice, the term now refers to the endless stream of opinion spam that litters websites around the globe.You know what I’m talking about—those so-called “consumer reviews” that are stuffed with exclamation points, superlatives and robotic phrases like “Great rooms and service! Highly recommended!”

My fake-o-meter is also set off by:Reviews written by people who have no other reviewsReviews that only use the full brand name (“I heart the Electronica WavePulseSR3042 sound machine because the Electronic WavePulse SR3042 sound machine is the only one with frog sounds”)Really lame usernames, like “Jennifer S.” or “ReviewGal”Users who only write reviews on one author’s books, or one company’s products

Richmond Park Apartments:Hell on Earth

What’s your take?

• Break into groups• What are the main points to address?• Write a response• Remember:

– Apologize– Explain– Actions to be taken– Transparency– Avoid coming defensive– Remember who your audience is

The Ponds at Georgetown

• Built in 1989

• Purchased in 2006

• 68% occupied

• Manager arrested in a drug ring at the property

• Staffing issues and coverage

• 65% rating on ApartmentRatings.com

Time for a Reputation Intervention

• New Manager, New Owner, New Attitude

• Helped relay the message that change is happening

• Customer Service became their single focus

• Ratings improved

• Word of Mouth improved

Results…. 6 years later

• $200 over competition

• 100% occupied, 100% preleased through October 31st

• 100% rating on ApartmentRatings.com

• Word of Mouth referrals are 74% of their traffic

• Have a “HOPE AND A PRAYER” waiting list

Wrap-up

“The way to gain a good reputation is to endeavor to

be what you desire to appear.”

Socrates

Facts

Joe Marconi

734-747-6278www.smartapartmentsolutions.com