NAA 2015: Understanding and Improving Your Online Reputation
•Download as PPTX, PDF•
0 likes•581 views
Multifamily is the number two industry most impacted by online reviews—one negative review can cost a property as many as 20 prospects. With so much on the line, why take risks with your online reputation? This presentation will take a look at the world of social media, online reviews and ILS’s and learn how these sites factor into the online reputation, SEO and visibility of their communities. You'll walk away with ideas for how to improve your online visibility, best practices for responding to online reviews and helpful tips for claiming Internet listings and keeping them up to date.
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
NAA 2015: Understanding and Improving Your Online Reputation
- 1. Understanding & Improving Your Online Reputation Presented by: Randy Jones Zeke Kirkpatrick
- 3. “Did you try that new Lebanese place?” “I hear the labneh is terrible.”
- 4. How many people do you tell about a negative review?
- 6. “They catch the light so beautifully.” “Too beautiful to eat.”
- 7. What percentage of Americans have posted a review online?
- 11. How many people never show up, when you have a bad review?
- 13. Which industry are most impacted by reviews?
- 17. Organic search
- 20. Negative reviews + Local listing inaccuracies =
- 21. Negative reviews + Local listing inaccuracies = Lost customers
- 23. 4 Steps to Success 1.Claim & verify listings
- 24. 4 Steps to Success 1.Claim & verify listings 2.Monitor the conversation
- 25. 4 Steps to Success 1.Claim & verify listings 2.Monitor the conversation 3.Set benchmarks
- 26. 4 Steps to Success 1.Claim & verify listings 2.Monitor the conversation 3.Set benchmarks 4.Measure success
- 28. Main Dashboard
- 29. Claim and verify listings • PIN verification via postcard or phone
- 30. Claim and verify listings • Remove duplicate profiles
- 31. Claim and verify listings • Ensures your community info is correct
- 32. Claim and verify listings And consistent across every listing
- 33. Monitor the conversation • Monitor ratings & reviews • Respond to positive & negative reviews • Positive reviews boost visibility • Share positive reviews on social media • Monitor ratings & reviews
- 34. Monitor the conversation • Monitor ratings & reviews • Respond to positive & negative reviews • Positive reviews boost visibility • Share positive reviews on social media • Respond to positive & negative reviews
- 35. Monitor the conversation • Monitor ratings & reviews • Respond to positive & negative reviews • Positive reviews boost visibility • Share positive reviews on social media • Positive reviews boost visibility
- 36. Monitor the conversation • Monitor ratings & reviews • Respond to positive & negative reviews • Positive reviews boost visibility • Share positive reviews on social media • Share positive reviews on social media
- 37. How many positive experiences does it take to make up for a negative one?
- 39. Set benchmarks • Identify local competition
- 40. Set benchmarks • Compare your reputation with competitors
- 41. Set benchmarks • Set benchmarks for your communities
- 42. Measure success • Monitor your staff’s activities
- 43. Measure success • Monitor your staff’s activities • Aggregate & analyze the results
- 44. Measure success • Monitor your staff’s activities • Aggregate & analyze the results • Maintain an action plan for listing accuracy & review response
- 45. How do I start?
- 46. Getting Started • Reputation Scout gives you an actionable to-do list
- 47. Want to learn more? Find out more about Reputation Scout here
Editor's Notes
- Introduce yourselves. Randy Jones: Director of Design Over three years at On-Site Zeke Kirkpatrick: Director of Products 8 years @ On-Site Co-founder of apartment marketing & listing site 20+ years in software and product development BS in Computer Science Post-tech
- Discuss a little about branding. Talk about the consumer conversation. Word-of-mouth and how that has changed.
- ZEKE Word of mouth used to be the only way. Sitting around with friends sharing an experience from a service provider. This still happens (social setting and conversation) so not trying to say this is gone completely.
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- RANDY Who’s seen this at a restaurant? My kids do it. NYC restaurant actually banned photographing food, because it was interrupting the experience (flashing phones, etc.). Once the photo or the comment is made, then it is broadcast en masse to review sites, social media (twitter, facebook, pinterest, foursquare, etc.) for all the world to read/consume.
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- Stats about how many people are posting reviews online.
- Bottom line, we are surrounded by the consumer conversation. Opportunity for deep collaboration with consumers. Share the bike tube story (SLiME tubes). Negative review--- how are you engaging in the conversation. What happens if we don’t collaborate and engage customers in conversation?
- RANDY Stats on the impact of negative reviews. Bring it home to OUR industry.
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- ZEKE The impact for us in the apartment business is huge. Stats on how the apartment industry, specifically, is affected by negative reviews.
- ZEKE How does this relate to online visibility?
- ZEKE Local search is big and getting bigger. Increasingly using mobile and local search to find information. Shift is changing the approach to SEO. Search engines results are weighted toward local scoring. Organic result graphic (relevance of search items). Local search results graphic (The What (keywords, categories, names) & the Where (geography, city name, zip code, address)).
- ZEKE Local search is big and getting bigger. Increasingly using mobile and local search to find information. Shift is changing the approach to SEO. Search engines results are weighted toward local scoring. Organic result graphic (relevance of search items). Local search results graphic (The What (keywords, categories, names) & the Where (geography, city name, zip code, address)).
- ZEKE Local search is big and getting bigger. Increasingly using mobile and local search to find information. Shift is changing the approach to SEO. Search engines results are weighted toward local scoring. Organic result graphic (relevance of search items). Local search results graphic (The What (keywords, categories, names) & the Where (geography, city name, zip code, address)).
- New emphasis on local search is a slippery slope. Ignoring the Consumer conversation PLUS. An unmanaged local listing effort EQUALS. A higher potential to lose customers. You can’t be a mess online and have consumers take you seriously.
- New emphasis on local search is a slippery slope. Ignoring the Consumer conversation PLUS. An unmanaged local listing effort EQUALS. A higher potential to lose customers. You can’t be a mess online and have consumers take you seriously.
- New emphasis on local search is a slippery slope. Ignoring the Consumer conversation PLUS. An unmanaged local listing effort EQUALS. A higher potential to lose customers. You can’t be a mess online and have consumers take you seriously.
- Understand the landscape and the impact, now what? Once you have an understanding of a problem, you need a plan for how to solve it.
- RANDY Talk about all of the bullet points. Sounds daunting, but this is why we made Reputation Scout.
- RANDY Talk about all of the bullet points. Sounds daunting, but this is why we made Reputation Scout.
- RANDY Talk about all of the bullet points. Sounds daunting, but this is why we made Reputation Scout.
- RANDY Talk about all of the bullet points. Sounds daunting, but this is why we made Reputation Scout.
- 30 second elevator pitch on what Reputation Scout is. Understand the landscape. Have the ingredients for success. I’m a big “walk before you run guy”, but I also like computers and technology and want to leverage that to do repetitive, predictable tasks. Talk about the buckets and re-emphasize the 5 steps to success.
- RANDY Rep Scout identifies sites where your communities are (or should be) represented. Rep Scout knows whether the business names have been claimed or not (find one in error, you can dispute it through site support). Walk through how to claim a listing (Google, Yelp, Yahoo, etc.). Login to site Search for business name on the site “Claim Business” button or something similar PIN verification Photos, address, business name, etc.
- RANDY Rep Scout identifies sites where your communities are (or should be) represented. Rep Scout knows whether the business names have been claimed or not (find one in error, you can dispute it through site support). Walk through how to claim a listing (Google, Yelp, Yahoo, etc.). Login to site Search for business name on the site “Claim Business” button or something similar PIN verification Photos, address, business name, etc.
- RANDY Rep Scout identifies sites where your communities are (or should be) represented. Rep Scout knows whether the business names have been claimed or not (find one in error, you can dispute it through site support). Walk through how to claim a listing (Google, Yelp, Yahoo, etc.). Login to site Search for business name on the site “Claim Business” button or something similar PIN verification Photos, address, business name, etc.
- RANDY Rep Scout identifies sites where your communities are (or should be) represented. Rep Scout knows whether the business names have been claimed or not (find one in error, you can dispute it through site support). Walk through how to claim a listing (Google, Yelp, Yahoo, etc.). Login to site Search for business name on the site “Claim Business” button or something similar PIN verification Photos, address, business name, etc.
- RANDY Rep Scout identifies sites where your communities are (or should be) represented. Rep Scout knows whether the business names have been claimed or not (find one in error, you can dispute it through site support). Walk through how to claim a listing (Google, Yelp, Yahoo, etc.). Login to site Search for business name on the site “Claim Business” button or something similar PIN verification Photos, address, business name, etc.
- ZEKE: Work as a team to watch all of the R&R sites (apartmentratings, yelp, google+, yahoo, facebook, etc.) How is this accomplished? Google alerts, manual effort, team/individual job, etc. Publish positive reviews.
- ZEKE: Work as a team to watch all of the R&R sites (apartmentratings, yelp, google+, yahoo, facebook, etc.) How is this accomplished? Google alerts, manual effort, team/individual job, etc. Publish positive reviews.
- ZEKE: Work as a team to watch all of the R&R sites (apartmentratings, yelp, google+, yahoo, facebook, etc.) How is this accomplished? Google alerts, manual effort, team/individual job, etc. Publish positive reviews.
- ZEKE: Work as a team to watch all of the R&R sites (apartmentratings, yelp, google+, yahoo, facebook, etc.) How is this accomplished? Google alerts, manual effort, team/individual job, etc. Publish positive reviews.
- ZEKE To that point. People are still talking face to face, but at the same time we’re seeing something else happen. What changed?
- ZEKE What do you stand to lose?
- ID local competition by radius, classification, category. Find out where you stand today with regards to R&R, social chatter and listing accuracy.
- ID local competition by radius, classification, category. Find out where you stand today with regards to R&R, social chatter and listing accuracy.
- ID local competition by radius, classification, category. Find out where you stand today with regards to R&R, social chatter and listing accuracy.
- ZEKE Social, local listing accuracy, and R&R. Compile all of the data in a central place. Study the results and the impact. Don’t fall asleep at the wheel.
- ZEKE Social, local listing accuracy, and R&R. Compile all of the data in a central place. Study the results and the impact. Don’t fall asleep at the wheel.
- ZEKE Social, local listing accuracy, and R&R. Compile all of the data in a central place. Study the results and the impact. Don’t fall asleep at the wheel.
- 30 second elevator pitch on what Reputation Scout is. Understand the landscape. Have the ingredients for success. I’m a big “walk before you run guy”, but I also like computers and technology and want to leverage that to do repetitive, predictable tasks. Talk about the buckets and re-emphasize the 5 steps to success.
- ZEKE Social, local listing accuracy, and R&R. Compile all of the data in a central place. Study the results and the impact. Don’t fall asleep at the wheel.
- ZEKE Social, local listing accuracy, and R&R. Compile all of the data in a central place. Study the results and the impact. Don’t fall asleep at the wheel.