1. Online Reputation
Will Play a Major
Role in Your 2013
Sales
1
Winning the Online Reputation
Management Game

2. • Less than 1% go past page one on
Google
• Online reviews rank highest
• Not visible to consumers
• You WILL lose sales
2
The Importance
Of Online
Reputation

3. Which brands make the shopping list
Where shoppers choose to buy
With whom they share the results
3
~This moment has changed the
marketing industry forever.
The Zero Moment of Truth influences…

4. Moment of Truth
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62% of consumers
surveyed said they
would change their
mind after reading 1-3
negative reviews about
a product or service.

5. Online reviews are extremely
powerful - both negative and positive.
According to a 2011 Harvard Study, every star a
business received on Yelp from reviewers resulted in
a 5 to 7 percent jump in revenue.
5

6. What Is Your Reputation Budget?
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Who is more believable
HER peers or YOU?
75%

7. Mobile Enabled
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70% of consumers
delete an email if it
looks bad on a
mobile device
•Three out of five (59%) people
are more likely to research
products online

8. Local Search Map Listings
By the end of 2013, 50% of car buyers will be
using their mobile device to purchase and
service vehicles
8
Find Nearest Car Dealership Mapping & Directions
Get Directions

9. Smart phones Define Your Business
of consumers use a
smart phone to help
with shopping.
9
79%

10. • Underestimating the power of mobile
• No budget
• Leaving it to chance
• No response plan
Online Reputation Problems
10

11. 11
The Statistics Say It All
91%
Ninety-One
Percent
of consumers said
they would use
reviews when
deciding on a
dealership.

12. The Power of Women
•78% of your service
customers are women
•Women are 3 times more
likely to post a review as
opposed to men
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13. 13
1 negative social media
review can cost you 30
new customers.
Word of Mouth
A happy customer will tell
3 to 5 people,
but an unhappy customer
will tell more than 20
people.
*Convergys, May 2012

14. High-Stakes Game
It takes 18 positive reviews to outweigh 1
negative review.
Time is of the essence!
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15. Proactive Competitive Advantage
• Credible service reviews
• Automated “Organic Slow
Drip”
• The Google Black Hole
• Implement before you need
it
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16. Dealer Scott Pitman: Google deleted 400 reviews
 Only 9 reviews remained.
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Why Proactive Reputation BUILDING?
Google offered no explanation or chance for
appeal
Score went from 29/30 to 0/30

17. How Are Major Review Sites Cracking
Down On Consumer Reviews?
• Google Purge | Yelp Filters
• Too many too fast
• Replication
• Incentivizing
• “Active” user?
17

18. updated their Policy
Guidelines.
Both Google and Yelp explicitly
discourage you from requesting
reviews from your customers onsite.
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For more information, go to Google’s “Conflict of Interest” section.

19. Google prefers validated content.
REAL reviews on 3rd party
review sites…NOT the dealer site
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Testimonial Review
Pages on Dealer Sites
Not ranked on first page of Google for the
Dealers name (example Presto Reviews)

20. Yelper’s can be
defined as frequent
active reviewers of
various industries or
companies indexed
on Yelp.

21. Yelp Is Tracking
Only request off-site reviews from a customer,
or face getting hit with a 90-day consumer alert.
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22. For Yelp
No Pay – No Review
The only way to counter that…
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Continuously submit reviews. This lowers
your risk of having a yelp account left with
only negative, or no reviews at all.

23. Are Your Reviews Visible on
Multiple Review Sites?
Be wary of reputation management companies
that place positive reviews on your website ONLY.

24. SEO Algorithm Incorporated Into
Review Sites
Google incorporates
your online
reputation into the
ranking algorithm.
This can lower your
overall Google
ranking.

25. Where Do You Rank?
Review sites with too much negative
feedback, or dealerships not found on highly
ranked review sites, will be moved down the
Google search stack and compromise their
competitive advantage.
Dealers miss the pivotal opportunity to get a
review on the review sites that Google says
are credible.

26. Address the Negative…
A negative review
will pop up in 35%
of the searches for
your dealership

27. Step Up to the Plate
 Use interactive HTML
email to contact your
customers and ask
them for a review.
 Link them to 3rd party
review sites.
 Give them an
opportunity to
complain to you 1st
Ask Your
Customers If They
Are Happy

28. Fix the Problem
• After a sale, only 4%
of unhappy
consumers will
complain to you
• 90% of customers will
come back to your
dealership if you
address their concern
immediately

29. When to ask?
The best time to ask
for a review is within
48 hours of the
customer being in the
dealership.

30. ORM Providers Miss the Magic
Customer Review Opportunity
Goal: Most ORM providers are pointing
Dealership customers FIRST to the
dealer site to share a review.
This is not going to help you with
Google and Yelp.

31. I would take that as a sign from Google that
when they say they prefer validated
content, they mean REAL reviews on 3rd
party review sites, not the dealer site.
Most Dealer Testimonial Review Pages
on the dealer site are not ranked on the
first page of Google for the Dealers
name.

32. Top Things Not To Do
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Allowing customers to post reviews from the dealership
including a mobile device used by the sales associates.
According to a Google forum, reasons why companies may
have their reviews removed and filtered:
• Too many review posts in a single day or even in a single
month
• Reviews that are generated from the same IP address (think
‘iPads and review stations’)
• The same reviews on multiple 3rd party listings
• Posting on your customers behalf – algorithms are tracking
location of published review
#1

33. Not to Do #2
Only asking for positive reviews.
• One of your greatest missed opportunities is
stopping a complaint before a damaging customer
opinion is posted on a 3rd party review site
• Customers who comment directly to you do NOT
post feedback on 3rd party review sites

34. Not to Do #3
• Keep in mind that online reputation management
is one of those things that works much better if
you implement it before you actually need it
Being Reactive versus
Proactive

35. Not to Do #4
It is NOT OK to pay for a
review or hire someone to
write reviews.
• Anything but an honest review from a real
customer is provocative and could have your
dealership review site shut down.
• Yelp said it will now start posting visible
consumer alerts on websites suspected of
soliciting reviews-for-hire to boost ratings.

36. Not to Do #5
Sending out mass emails asking for
reviews
•Do not launch mass email campaigns to all unsold internet
prospects in CRM asking for reviews.
•CRM’s are not capable of sending out mobile-enabled
emails.
Solution: send out mobile-enabled
emails to previous customers in
slow organic drip.

37. Not To Do #6
Best Practice: A
manager should
respond to any
complaints
immediately.
Send out an email asking for a review
without someone monitoring that
account to respond.

38. Top Thing To Do #1
Tell your customer
if Unsatisfied, to click
on …
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Prevent Negative Reviews
We distribute the Not
Satisfied notifications to
multiple key contacts in
the dealership.

39. Claim Your Name
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Top Thing To Do #2
Be sure to claim your
Google Places and Yahoo
Local pages with a
consistent business name
and location.
Populating them with content such as images and
reviews will help prospects find your business online.

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Top Thing To Do #3
Fact:
Build Reviews on Sites That Google
Ranks Highest
35-40% of all searched
performed that lead to an
organic click-through to
your website come from a
direct search of your
company’s name

41. Focus on Local Search
• Prospects will search on
the type of business and
a specific geographic
location
• Third party reviews
are a key ranking driver
in prospect opinions
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Top Thing To Do #4

42. Choose an email service provider that’s
measurable with clear reporting.
Top Thing To Do #5
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Have you noticed CRM providers don’t give
deliverability reports?

43. Make sure your emails are mobile
enabled
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Top Things To Do #6

44. This is an example
of a NON mobile
adaptive email.
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45. Mobile Adaptive
•Email reformats (adapts) for
smaller screens using media
queries
• Buttons are sized for Apple
interface guidelines to
accommodate finger gestures
• Phone numbers are click
activated
•Text is resized to be readable
without pinch and zoom
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47. Jerry Hart
jerry@erepbuilder.com
ereputationBUILDER.com
888.810.0441
925.705.0372 cell
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