BRAND REPUTATION MANAGEMENT Insights & Tactics
Tourists only know what they read about you:
How?
95%Smartphone users conduct online searches related to businesses of interest.
Nielsen, Oct. 2012
How?
60%Consumers say online ratings and reviews are important when researching businesses.
- LocalResults.com, July 2013
How?
40% of personal travelers46% of business travelers
Use social media to share travel experiences.
- “Think Insights,” Google, Jan. 2013
Hell Hath No Fury
Hell Hath No Fury
Hell Hath No Fury
Hell Hath No Fury
Hell Hath No Fury
Hell Hath No Fury
So What’s The Impact?
Impact Stats
89%Consumers say they stop doing business with a company after experiencing poor customer service.
- RightNow Customer Experience Impact Report, Aug. 2013
Impact Stats
65%Consumers say a management response to an online review will sway them to choose the business or service.
- “Think Insights,” Google, Jan. 2013
Impact Stats
Consumers reactions to brands responding to online reviews.
41% say businesses care.
35% say businesses have great customer service.
22% say businesses are trustworthy.
- Bazaarvoice, Oct. 2013
Customers aren’t the only ones in control of your reputation
You Can Protect & Even Enhance Your Online Reputation
1. Know What They Are Saying
Know What They Are Saying
• Set up Google Alerts for your brand• Evaluate and select monitoring tools like:– SocialMention– Trackur– Mention– CustomScoop
• Download and learn to use apps for your brand’s social media platforms.
2. Stay Connected
Stay Connected
The #1 reason consumers leave negative reviews is because they cannot get satisfaction elsewhere.• Have a customer service plan.• Set a goal of responding to customer inquiries within
30 to 60 minutes.• Establish protocols for various responses.• Follow up with customers afterward.
3. Honor Thy Customer
Honor Thy Customer
Upset customers want your E.A.R:
•Empathy•Apology•Remedy
4. Build Your Reputation
Build Your Reputation
• Start a blog.• Solicit customer testimonials.• Ask customers to Like and Follow your
company on social media.• Offer perks to the really happy customers.
Build Your Reputation
• Ask happy customers to review your business on select sites.
• Issue press releases when there is news to share.
• RESPOND to online feedback from customers.
5. Ask for Help
Ask For Help
• Recognize the difference between an online complaint and a potential legal issue.
• Consider hiring a freelancer or agency to ensure ROI and to protect your reputation.
• Don’t post in a vacuum. Get feedback on drafts of sensitive posts.
Thank you!
