Online Reputation Management

Generating Raving Fans When Everybody is a Critic

Presented by:Tim Fahndrich

Aka “Why you should care about online reviews”

THEY’RE SHARING THEMHERE and HERE and HERE

… and HERE And 100’s of others

And ConsumersTRUST

USER GENERATEDcontent MORE THAN

traditional media

Did You Know?47% of consumerssay that reputation matters most for restaurants … the highest of any category

~ Brightlocal

A 1 Star ★Improvement of a restaurant’s average Yelp score increases revenue by

5-9%~ Harvard Business School

92% of consumers will use a local business with a ★★★★★ rating …

But only 27% will use a local business with a ★★★★★ rating

~Brightlocal

YOU CAN NO LONGER AFFORDTO COVER YOUR EARS AND CLOSE

YOUR EYES WHEN IT COMES TO ONLINE REVIEWS

MORE STARS = MORE REVENUE★★★★★

@restaurant … I can’t believe I just ate at your hell-hole of a restaurant. Sheez! #sucks

Critic@critic

Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business …

Awful!! Long wait, rude waitress, and horrible food. I can’t believe this place is still in business…

You should know about it RIGHT AWAY

WHY IT HAPPENEDand

HOW TO HANDLE IT

REPUTATIONWhat you say about yourself

(Digital Footprint)

+What others say about you

(Digital Shadow)

InterestConsumers become aware of you and are interested in buying from you as a result of referrals, print ads, paid search, billboards, radio, TV, loyalty programs, networking, email, deals, trucks, signs, etc.

ResearchNow they research you online via your listings, online reviews and ratings, social media posts, overall website experience, and ease of finding

you. This is your Virtual Doorway

PurchaseThe decision to purchase is made here after they’ve researched you or had a conversation with a salesperson, had an In-store experience, read a brochure, tried a product sample, etc.

ExperienceAfter they’ve purchased, then they compare expectations with their experience, and share that in social posts, reviews, conversations with friends, blog posts, and more.

Today’s Buying Journey-- First Impressions Are Made Online: Zero Moment of

Truth --

Your Virtual DoorwayThe pillars of your online presence

Visibility & Listings Reviews & Mentions SocialMarketing

Mobile Search

Is your business listed everywhere

online? Is the information accurate?

What are consumers

saying about your business

online?

Are you actively engaged on social media sites and listening to what

people are saying?

Is your website optimized for

mobile? Is your business found

on mobile devices?

Are you showing up at

the top of Google search

results?

Visibility & Listings

Get Found Everywhere

Reviews & Mentions

HOW DO YOU BUILD,

PROMOTE, AND MANAGE YOUR ONLINE REPUTATION?

Be Proactive1 2

ENGAGEWith The Reviewer &

In The ProcessWhy Engage?

What would you do if someone was in your

business reviewing it right now?

GENERATE

Reviews & Word-of-Mouth

Encourage customers to leave online reviews.

Promote your positive reviews all over the web and in all of

your marketing efforts.

Think of reviews as a management tool

Intelligence to run your business better.

Good Reviews

AccoladesGoal Setting

Bad Reviews

Staff TrainingPolicy Issues

Create a Review Process

Check-in Form

Mobile Feedback Funnel

Reduce Negative Reviews On Major Review Sites

Private “Review Engine”

Monitor Your Reputation

Receive Review Alerts… sometimes while they are still in the building

and respond quickly to reviews to show engagement

3 Benefits1

Of ReputationManagement

GENERATE

RAVING FANS

3 Benefits1

Of ReputationManagement

2

GENERATE

RAVING FANS

BUILD SOCIAL PROOF

3 Benefits1

Of ReputationManagement

2 3GENERAT

E RAVING

FANS

BUILD SOCIAL PROOF

GROW REVENUE

Social Media

Successful social media marketing is about three

things:1 2 3

CustomerService

GeneratingLeads

BuildingFans

There are There are 3 KEY WAYS3 KEY WAYSTo build fansTo build fans

1.PostINTERESTING

AND

RELEVANTContent

… and remember to vary your posts

4 “E” Framework

EngagingEntertainingEducationalEncouraging

2. Connect withINFLUENCERS

Turn potential customers and

RAVING FANS into active

BRAND AMBASSADORS

3.CreateCOUPONS, DEALS

AND

SOCIALOffers

Now having a fan base is great …But likes don’t always = dollars

Always build a list that you own!

Customer ServiceHaving a social media channel you don't monitor is like having phone

lines at your business that are never answered.

Generating LeadsEvery day consumers are declaring their intentions on social media…

I’m craving Greek ribs!

Where do people go

for drinks on a

Wednesday?

Best pizza in town?

Generating Leads...and those intentions are real-time

leads.

Family Restaurant@familyrestaurant

Terrible service @familyrestaurant. I am not impressed at all!!!!

@johnisinthehouse sorry to hear that, is there anything we can do to help?

SO WHAT’S THE RECAP?1.Consumers control conversations

Businesses are no longer exclusively what they say they are. Today, brands are largely defined by consumers. 2. Monitoring your reputation

isn’t enough.Businesses need to proactively build, promote and manage their reputation to build social proof and grow revenue.3. Social media isn’t just about followers and likesIt is a real opportunity to build raving fans, generate leads, and provide great customer service to get a positive return on investment.

There is no greater TIME

For localrestaurants to Get involved in

Reputation Reputation ManagementManagement

Questions?

Tim Fahndrich503.581.4554

tim@thirdrivermarketing.com

Thank-you!