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Successfully
Managing “Word
of Mouse”
Ratings & Reviews
March 25th 2017 JLC LIVE 2017
Bill Owens & Shashi Bellamkonda
Bill Owens
Bill Owens, CGR, CAPS, CGP, is president of
Owens Construction, currently celebrating over
thirty years as a leading residential design/build
firm in central Ohio.
Active with:
National Association of Home Builders
Home Builders Institute
Harvard University’s Joint Center for Housing
Studies
JLC LIVE 2017
Shashi Bellamkonda
Shashi Bellamkonda is the Chief Marketing
Officer of Surefire Local - Local Marketing
Company for Local Business (Roofing,
Remodeling, Replacement..)
Shashi Bellamkonda is an adjunct faculty
member of Georgetown University,
teaching Marketing Analytics and Digital,
Social Media and Mobile.
Keynote speaker on Digital Marketing and
Small Business.
JLC LIVE 2017
Community called him
“Social Media Swami”
Background: Challenges
for contractors
JLC LIVE 2017
Resting on our laurels
Success
• Do great work
• Clients love the experience
• Have a great team
Problem jobs
• Work out issues with clients privately
• Do right by the Customers - Always to a
mutually satisfying conclusion
JLC LIVE 2017
“Word of Mouth” has
gone to “Word of Mouse”
Believe the vast majority of our opportunity
is referral and repeat business
But what are we perhaps not seeing?
JLC LIVE 2017
Make (or at least soften) the
sale even before prospects
reach out to us
Very likely lost opportunity because:
• Search before homeowners contact us
• Potential clients see few or no ratings
• Maybe some average ratings on a few
websites
JLC LIVE 2017
Understanding
the growing
importance of
an online, social
presence
Challenges
• Tough time getting clients to
engage
• Small number of yearly
transactions (30 to 50 jobs/year)
• Lackluster number of reviews
• How to best excite and
encourage clients to rate and
review us?
JLC LIVE 2017
Where to
send
customers,
let alone,
where are
prospects
looking?
We know Google is important….confused on what
sites we should be focusing on.
JLC LIVE 2017
New 2017
Recommendation
Feeling defensive,
insulted and destroyed
by 1 star reviews
Source:
MotherJones
Joshua Tree National Park, CA
JLC LIVE 2017
Don’t worry,
people
review
campgrounds
in National
Parks too !
How to think about
this….
JLC LIVE 2017
Reinforce Your
Beliefs
Do excellent work and have
lots of pride in your process as
well as the finished product
JLC LIVE 2017
Expect that this
could happen
.....because it will…..and that’s OK!
JLC LIVE 2017
Get ahead of this
● Manage through these
events
● Don’t react emotionally,
internally or in the public
eye
JLC LIVE 2017
Readjust our thinking
● Spend more on creating satisfied
clients
● Well-developed and properly
channeled reputation
management system
JLC LIVE 2017
JLC LIVE 2017
Don’t ignore
reviews hoping they
will go away
Even if you build your business mainly through
local referrals or word-of-mouth, you need some
kind of online presence if for no other reason than
the help those referral customers actually find
you.
Source:
SmallBizTrends
JLC LIVE 2017
Understanding the Reviewer Emotion
Warn other Consumers
I want to warn others of bad products
I want to save others from having the same
negative experiences
Venting negative feelings
I like to get anger of my chest
I want to take vengeance upon the company
The company harmed me, and now I will harm the
company
Help me shake off frustrations about bad buys
J.M. Rensink - What motivates people to write online reviews and which role does personality play?
Help other consumers
I want to help others with my own positive experiences
I want to give others the opportunity to buy the right product
Helping the company
In my opinion, good companies should be supported
I am so satisfied with a company and its product that I
want to help the company to be successful
Emotion – Negative>> Positive
Intensity
18
Hidden Conversations!
JLC LIVE 2017
Hidden & Good Conversations!
JLC LIVE 2017
Hidden & Good Conversations!
JLC LIVE 2017
Hidden & Good Conversations!
JLC LIVE 2017
Tip : Claim your business on NextDoor.
JLC LIVE 2017
Positive Reviews: While seems not necessary, it is good
practice to respond and thank
Negative Reviews: You need to respond 100% of the time
No Review Left Behind
Tip: Go back and respond to older reviews that appear fro your search results
JLC LIVE 2017
1. Show clients you care
2. Demonstrate your passion
for customer service
3. Retain existing customers
4. Increase chances of new
customer referrals
WHY Respond?
Turn a negative review into a positive experience!
Tip: People will gain respect for your business if you respond to the
comment in a pleasant and helpful way
JLC LIVE 2017
1. Thank them for the review
➔Be humble and appreciative,make the person
feel heard and acknowledged.”
2. Explain the future changes
➔How are you going to prevent this from
happening again?
➔Draw attention to your business's many
positive qualities
Assume Positive Intent
JLC LIVE 2017
1. Publicly
➔ Shows both other, and potential, clients that you care
2. Privately
➔Address and resolve the client’s issues
Respond Professionally
• If you are angry
step away from
your phone or
computer!
• Get a review of
your response
from
friends/peers
JLC LIVE 2017
➔The sooner the better
➔Aim for under 24 hours
➔OK to respond to older reviews
Timely Response Shows Character
JLC LIVE 2017
➔Setup, implement, and manage your company's
reputation plan long before a problem or crisis
strikes
➔You can really change/regain your reputation
➔Get back the business you are losing because of
your reputation
Key Points
JLC LIVE 2017
Your Reputation Plan
JLC LIVE 2017
➔A proactive strategy to get reviews is
required for all businesses
➔Create a well-defined strategy
➔Mission: “We will strive to get nothing
less than 5 Stars”
1. Goals & Objectives
• In Production
Reviews
• Team “ If you see
something Say
something”
• More Owner –
Customer
interaction
JLC LIVE 2017
➔Set responsibility
• Proactive : Getting Customer Reviews
• Reactive : Quickly Act on Reviews
➔Monitor >> Respond>>Resolve
2. Plan
Customers look for:
• Who to contact
• Easy to find
• Empowered team
• Wow experience !
• Right Expectations
JLC LIVE 2017
Every member of your company can help you with your
review strategy
➔ Define the experience
➔ Explain the process
➔ Reinforce importance of reviews
➔ Set rules of engagement
➔ Provide service standards
➔ Power of conversation, eye contact
3. Training
Customers look for:
• Who to contact
• Easy to find
• Empowered team
• Wow experience
• Easy Digital Tools
www.yourdomain.com
4. Be in places your customers are
JLC LIVE 2017
Build your community even before you need it
5. Remind customers where they can
review you
JLC LIVE 2017
6. Ask but don’t reward
➔Use Messages like
“People on Yelp like us!”
or “People love us on
Yelp!”
➔DON’T offer incentives
for reviews
➔Use review tools
JLC LIVE 2017
7. Engage
➔ Claim your business pages
➔ Increase your chances by non-
review type engagements
➔ Increase check-ins, photos, like
and add tips
➔ Create Ideabooks on Houzz
JLC LIVE 2017
TITLE
8. Go mobile
➔ Reviews can be done from
anywhere including on the
phone
➔ Use SMS to send customers
links to reviews with their
permission
➔ Take pictures and send to
your website
➔ Use Geo Location check-ins
to add reviews and location
data to your website
JLC LIVE 2017
9. Get alerts for new
reviews
➔Google Alerts are free
➔Other tools like
Mention.net
➔Reputation
Management Tools
➔Agency
JLC LIVE 2017
10. Respond to all reviews
➔New prospects can come across old
reviews
➔Customers form opinions on company
response
JLC LIVE 2017
JLC LIVE 2017
Recap
➔ Focus on showcasing all substantial projects on social
media and your website
➔ Aggressively seek more and better quality ratings and
reviews on specific sites
➔ Mandate responsiveness to any reviews by all company
representatives
Why?
➔ When potential customers are searching for your business
online, you compete with every other similar business in
your area.
➔ Prospects do a quick Google search before making their
decision, you only have a short amount of time and a limited
amount of space to convince them to choose your business
over others.
➔ Monitor how your business appears in certain search pages
and add information to your site data that can help you put
your best face forward online
JLC LIVE 2017
Conclusion
Setup, implement, and manage your company's reputation plan
long before a problem or crisis strikes
You can really change/regain your reputation
Get back the business you are losing because of your
reputation
JLC LIVE 2017
Bill’s Advice,
“from the trenches”
Proactively-
Focus on showcasing all substantial projects on
social media and your website
Aggressively seek more and better quality
ratings and reviews on specific sites
Mandate responsiveness to any reviews by all
company representatives. JLC LIVE 2017
Thank You
Shashi@surefirelocal.com
Bill@owensconstruction.com
JLC LIVE 2017

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[JLC Live] Successfully Managing "Word of Mouse" Ratings and Reviews

  • 1. Successfully Managing “Word of Mouse” Ratings & Reviews March 25th 2017 JLC LIVE 2017 Bill Owens & Shashi Bellamkonda
  • 2. Bill Owens Bill Owens, CGR, CAPS, CGP, is president of Owens Construction, currently celebrating over thirty years as a leading residential design/build firm in central Ohio. Active with: National Association of Home Builders Home Builders Institute Harvard University’s Joint Center for Housing Studies JLC LIVE 2017
  • 3. Shashi Bellamkonda Shashi Bellamkonda is the Chief Marketing Officer of Surefire Local - Local Marketing Company for Local Business (Roofing, Remodeling, Replacement..) Shashi Bellamkonda is an adjunct faculty member of Georgetown University, teaching Marketing Analytics and Digital, Social Media and Mobile. Keynote speaker on Digital Marketing and Small Business. JLC LIVE 2017 Community called him “Social Media Swami”
  • 5. Resting on our laurels Success • Do great work • Clients love the experience • Have a great team Problem jobs • Work out issues with clients privately • Do right by the Customers - Always to a mutually satisfying conclusion JLC LIVE 2017
  • 6. “Word of Mouth” has gone to “Word of Mouse” Believe the vast majority of our opportunity is referral and repeat business But what are we perhaps not seeing? JLC LIVE 2017
  • 7. Make (or at least soften) the sale even before prospects reach out to us Very likely lost opportunity because: • Search before homeowners contact us • Potential clients see few or no ratings • Maybe some average ratings on a few websites JLC LIVE 2017
  • 8. Understanding the growing importance of an online, social presence Challenges • Tough time getting clients to engage • Small number of yearly transactions (30 to 50 jobs/year) • Lackluster number of reviews • How to best excite and encourage clients to rate and review us? JLC LIVE 2017
  • 9. Where to send customers, let alone, where are prospects looking? We know Google is important….confused on what sites we should be focusing on. JLC LIVE 2017 New 2017 Recommendation
  • 10. Feeling defensive, insulted and destroyed by 1 star reviews Source: MotherJones Joshua Tree National Park, CA JLC LIVE 2017 Don’t worry, people review campgrounds in National Parks too !
  • 11. How to think about this…. JLC LIVE 2017
  • 12. Reinforce Your Beliefs Do excellent work and have lots of pride in your process as well as the finished product JLC LIVE 2017
  • 13. Expect that this could happen .....because it will…..and that’s OK! JLC LIVE 2017
  • 14. Get ahead of this ● Manage through these events ● Don’t react emotionally, internally or in the public eye JLC LIVE 2017
  • 15. Readjust our thinking ● Spend more on creating satisfied clients ● Well-developed and properly channeled reputation management system JLC LIVE 2017
  • 16. JLC LIVE 2017 Don’t ignore reviews hoping they will go away
  • 17. Even if you build your business mainly through local referrals or word-of-mouth, you need some kind of online presence if for no other reason than the help those referral customers actually find you. Source: SmallBizTrends JLC LIVE 2017
  • 18. Understanding the Reviewer Emotion Warn other Consumers I want to warn others of bad products I want to save others from having the same negative experiences Venting negative feelings I like to get anger of my chest I want to take vengeance upon the company The company harmed me, and now I will harm the company Help me shake off frustrations about bad buys J.M. Rensink - What motivates people to write online reviews and which role does personality play? Help other consumers I want to help others with my own positive experiences I want to give others the opportunity to buy the right product Helping the company In my opinion, good companies should be supported I am so satisfied with a company and its product that I want to help the company to be successful Emotion – Negative>> Positive Intensity 18
  • 20. Hidden & Good Conversations! JLC LIVE 2017
  • 21. Hidden & Good Conversations! JLC LIVE 2017
  • 22. Hidden & Good Conversations! JLC LIVE 2017 Tip : Claim your business on NextDoor.
  • 23. JLC LIVE 2017 Positive Reviews: While seems not necessary, it is good practice to respond and thank Negative Reviews: You need to respond 100% of the time No Review Left Behind Tip: Go back and respond to older reviews that appear fro your search results
  • 24. JLC LIVE 2017 1. Show clients you care 2. Demonstrate your passion for customer service 3. Retain existing customers 4. Increase chances of new customer referrals WHY Respond? Turn a negative review into a positive experience! Tip: People will gain respect for your business if you respond to the comment in a pleasant and helpful way
  • 25. JLC LIVE 2017 1. Thank them for the review ➔Be humble and appreciative,make the person feel heard and acknowledged.” 2. Explain the future changes ➔How are you going to prevent this from happening again? ➔Draw attention to your business's many positive qualities Assume Positive Intent
  • 26. JLC LIVE 2017 1. Publicly ➔ Shows both other, and potential, clients that you care 2. Privately ➔Address and resolve the client’s issues Respond Professionally • If you are angry step away from your phone or computer! • Get a review of your response from friends/peers
  • 27. JLC LIVE 2017 ➔The sooner the better ➔Aim for under 24 hours ➔OK to respond to older reviews Timely Response Shows Character
  • 28. JLC LIVE 2017 ➔Setup, implement, and manage your company's reputation plan long before a problem or crisis strikes ➔You can really change/regain your reputation ➔Get back the business you are losing because of your reputation Key Points
  • 29. JLC LIVE 2017 Your Reputation Plan
  • 30. JLC LIVE 2017 ➔A proactive strategy to get reviews is required for all businesses ➔Create a well-defined strategy ➔Mission: “We will strive to get nothing less than 5 Stars” 1. Goals & Objectives • In Production Reviews • Team “ If you see something Say something” • More Owner – Customer interaction
  • 31. JLC LIVE 2017 ➔Set responsibility • Proactive : Getting Customer Reviews • Reactive : Quickly Act on Reviews ➔Monitor >> Respond>>Resolve 2. Plan Customers look for: • Who to contact • Easy to find • Empowered team • Wow experience ! • Right Expectations
  • 32. JLC LIVE 2017 Every member of your company can help you with your review strategy ➔ Define the experience ➔ Explain the process ➔ Reinforce importance of reviews ➔ Set rules of engagement ➔ Provide service standards ➔ Power of conversation, eye contact 3. Training Customers look for: • Who to contact • Easy to find • Empowered team • Wow experience • Easy Digital Tools
  • 33. www.yourdomain.com 4. Be in places your customers are JLC LIVE 2017 Build your community even before you need it
  • 34. 5. Remind customers where they can review you JLC LIVE 2017
  • 35. 6. Ask but don’t reward ➔Use Messages like “People on Yelp like us!” or “People love us on Yelp!” ➔DON’T offer incentives for reviews ➔Use review tools JLC LIVE 2017
  • 36. 7. Engage ➔ Claim your business pages ➔ Increase your chances by non- review type engagements ➔ Increase check-ins, photos, like and add tips ➔ Create Ideabooks on Houzz JLC LIVE 2017
  • 37. TITLE 8. Go mobile ➔ Reviews can be done from anywhere including on the phone ➔ Use SMS to send customers links to reviews with their permission ➔ Take pictures and send to your website ➔ Use Geo Location check-ins to add reviews and location data to your website JLC LIVE 2017
  • 38. 9. Get alerts for new reviews ➔Google Alerts are free ➔Other tools like Mention.net ➔Reputation Management Tools ➔Agency JLC LIVE 2017
  • 39. 10. Respond to all reviews ➔New prospects can come across old reviews ➔Customers form opinions on company response JLC LIVE 2017
  • 40. JLC LIVE 2017 Recap ➔ Focus on showcasing all substantial projects on social media and your website ➔ Aggressively seek more and better quality ratings and reviews on specific sites ➔ Mandate responsiveness to any reviews by all company representatives
  • 41. Why? ➔ When potential customers are searching for your business online, you compete with every other similar business in your area. ➔ Prospects do a quick Google search before making their decision, you only have a short amount of time and a limited amount of space to convince them to choose your business over others. ➔ Monitor how your business appears in certain search pages and add information to your site data that can help you put your best face forward online JLC LIVE 2017
  • 42. Conclusion Setup, implement, and manage your company's reputation plan long before a problem or crisis strikes You can really change/regain your reputation Get back the business you are losing because of your reputation JLC LIVE 2017
  • 43. Bill’s Advice, “from the trenches” Proactively- Focus on showcasing all substantial projects on social media and your website Aggressively seek more and better quality ratings and reviews on specific sites Mandate responsiveness to any reviews by all company representatives. JLC LIVE 2017