1. www.FeldmannReviews.com

2. Reputation
Management
Improving and Protecting your Brand
Reputation

3. Experienced Team
Worked with 14 Manufacturers 76 of
the Top 100 Over 4,000 dealerships

4. What Would You Do If…
• This article was run
in your local paper?
Do NOT shop at
• This billboard was
ABC Dealership!
in front of your dealership?

5. Which Reviews will more customers see?
Internet Newspaper
OR
Less than 10% use the paper
Over 90% of Automotive
Consumers use the internet
(average Google maps listing shown
15k per month)

6. Which dealer would you choose?
Dealer A Dealer B
• 1 of 5 stars • 4.5 of 5 stars
• 18 reviews
BEWARE: CROOKED PEOPLE • Owner verified listing
RIP OFF CITY!!!!!! • Custom comments
• Aggregated positive reviews

7. What is Reputation Management?
There are four common ways consumers learn about a dealerships reputation:
1. Search Engines
2. Review Websites
3. Social Networks
4. Blogs & Forums

8. Customer Experience
1. Search Engines
2. Review Websites
3. Social Networks
4. Blogs & Forums

9. What do customers see when
they search for your
dealerships name?

10. 1. Search Engines

11. WHAT IS ON PAGE ONE?
•Google Maps
•Reviews
•Social Networks
•MicroSites/Blogs
•Competitors
•Lead Providers
Dealers must control Google page one to
avoid the risk of negative reviews.

12. Search Results
Dealers Name
“Awful and Rude”
“Would not send my enemy to ABCDealer”
“the GM was testy, arrogant, snotty and unprofessional”

13. Dominates
First 7 results

14. Dominates
All results
Except
SEM/PPC

15. 2. Review Websites

16. 2. Review Websites
“I will NEVER buy a car from
there again and will be
spreading the word like
wildfire in every avenue that I
can.”
2:
TIP 1:
Share Positive Reviews on Facebook
Helpful Review?

17. DealerRater.com

19. Bottom Line Strategy
Dealers need a reputation management strategy and process to protect and
promote their reputation on Page One Results for their name by:
1. Dominating Page One for their dealership name and market/brand searches
2. Improve their reviews by inviting positive reviews and correcting negative ones
3. Voting for positive reviews and sharing them with their network
4. Integrating Reviews into the dealerships marketing

20. 3. Social Networks

21. 4. Micro-Sites, Blogs & Communities
3. Blogs & Communities
When customer's Google some dealerships they find their dealership's blog. In addition to positive promotion, it fills a
slot on Google Page one to help dominate the results.

22. Reputation Management Diagnostic
Rate your dealership 1-10 and define what you need to do to become a 10
Rate
Does your Dealership have… Actions Needed to be a 10
1-10
A clearly defined Reputation Management Plan?
A dedicated Reputation Management Champion?
A step-by-step Reputation Management Process?
Accurate registrations with all major review sites with all major review
websites?
Updated dealership info on all major review sites with positive
descriptions, photos, videos?
Employees which are educated on dealership reputation management
strategy & process?
An effective process to ask satisfied customers to share their positive
experience on review websites?
A process to take customers pictures with their new vehicle and send it to
them along with instructions for posting a positive review?
A reputation management website that educates customers how to give you
a positive review?

23. Reputation Management Diagnostic
Rate your Dealership 1-10 and define what you need to do to become a 10
Rate
Does your Dealership have… Actions Needed to be a 10
1-10
An effective email & phone follow up process to remind customers to share
positive reviews?
A process to monitor all reviews and comments about the dealership online?
A process to contact and correct customer problems so reviews can be made
positive?
Control of all the Google page one results for your dealerships name?
Optimize positive videos of the dealership so they appear on page one
results?
Optimize positive press so it appears on page one for dealership search
results?
A process to post positive content on social networks (pictures/videos of
customers)?
Ask customers to join your social networks and share their positive
experience?
Post positive content on blogs and local communities that help consumers
rather than only trying sell them (tips & tutorials)?

24. Reputation Management Plan

25. Reputation Management Goals
A Winning Reputation Management Strategy
The right strategy begins with clearly defined goals and objectives.
Goals
1. Search Results Management: To have positive search results on Google page one search
results for the dealerships name and the executives
2. Review Website Management: To have positive reviews on all major review websites
3. Social Media Management: To have positive content distributed through the top social
networks about the dealership and the executives
4. Blog & Forum Management: To have positive content distributed through the top blogs and
forums about the dealership and the executives
Strategy
The right strategy includes the right people, process, tools and training.

26. Search Results Management
Goal #1: Search Results Management
Own Google Page One Results for:
• Dealership Name
• Dealer Name
Fill Page One Results with Sites you control
Dealerships optimize their Google page one results for their own name to ensure positive content on page
one results with multiple websites including:
1.Their main dealership website
2.Websites that have a lot of search authority
3.Micro-sites & Blogs
4.Social Media web pages (Facebook and Linked In)
5.You Tube
6.File Sharing sites like www.SlideShare.com
7.Press
8.Non profits, universities, hospitals
9.www.AutomotiveAdvertisingNetwork.com

27. Goal is to dominate page with sites you can control.

28. Review Site Management
Goal #2: Review Site Management
To have positive reviews on all major review websites, claim, edit or place yourself on the
appropriate sites.
Dealership encourages and equips customers to post positive reviews on top review
sites.
1.Google Place
2.DealerRater.com ($99./month)
3.Insiderpages.com
4.Yelp.com
5.Merchantcircle.com
6.Local.yahoo.com
7.Citysearch.com
8.Superpages.com
9.Judysbook.com

29. A Place Page is a webpage for every place in the world, aggregating all
the relevant information about it. Google Place carries the strongest
search authority in all review sites. Only reviews generated directly on
Google Place get star rankings.

31. Insider Pages has millions of reviews on local businesses in your
community. Insider Pages indexes well and carries significant weight.

32. Yelp is an online urban city guide that helps people find cool places to eat, shop,
drink, relax and play. The popularity of Yelp has forced change in Google's Review
policies. This site needs to be in your top 3 for management.

33. Merchant Circle is the largest social network of local business owners in the
nation, combining social networking features with customizable web listings that
allow local merchants to attract new customers. Merchant Circle is an online
networking opportunity for local business. Think Chamber of Commerce mixer.
You can offer specials/coupons to members and join the circle or networks of
other businesses.

34. Local guide to businesses, reviews and local events. Aggregates data from
multiple sources.

35. City Search is the essential local guide for living bigger, better and smarter in
your city. Covering more than 75,000 locations nationwide, City Searches
provides editorial recommendations, candid user comments and expert advice
from local businesses

36. Superpages.com is a local expert resource for finding information on businesses
from driving directions and hours of operation to Web links and customer reviews.

37. Judy’s Book is a social search tool to help you give and receive recommendations
on local businesses, services, and day-to-day needs.

38. Social Media Management
Goal #3
To have positive content distributed through Top Social Networks. Turn fans into customers and customers into Fans who promote you to
their freinds
Reputation on Social Networks
Dealerships create custom pages on the top social networks and actively create content that promotes the dealership in a positive light and
appear on Google page one results for your dealerships name due t their search authority.
Facebook is a Social Media tool with a lot of search authority. Google likes Facebook because it provides real time content.
Goal:
Attract and engage more fans that actively promote
your dealership to their friends.
Strategy:
Use viral promotions to attract more fans and upload
valuable content that builds your dealerships brand
and connection with its fans.
Tactic:
Conduct viral contests that incent people to share with
their friends. Create and promote positive content that
is interesting and easy for fans to promote to others in
their network.

39. Social Media Management
Twitter is a Social Media tool with a lot of search authority. Google likes Twitter because it
provides real time content.
Goal:
Influence and affect online dialogue to create positive
reviews on Social Media Sites.
Strategy:
Listen, Monitor, Participate, Engage and Connect with
the Community.
Tactic:
Read what consumers are saying about your brand.
Use this information to change or encourage behavior
within the store.
Communicate, respond talk to your consumers thank
them for kind words and work to resolve problems.
Participate in community discussions. Be helpful.
Remember, this is a two way conversation. Picture
yourself at a cocktail party, not behind a monitor. Be
nice.

40. Blog & Forum Management
Goal #4
To have positive content distributed through one more slot filled with positive content on Google Page One results.
Reputation on Blogs & Communities:
Dealership creates positive content that is educational, informative, helpful and full of keywords. Examples include
community involvement, advice, suggestions, helpful facts and tips. If blogs are built properly and optimized for your
dealerships name, they will also appear on Google page one for your dealerships name. WordPress and Ning are two
popular platforms for building social sites.

41. Reputation Management
Process
Phase 1: Phase 2: Phase 3:
Get Ready Ask Favor Follow Up

42. Reputation Management Process
Everyone in the dealership should know what the Reputation Management process is and how it
works. Below is a summary of a process you can use at your dealership.
Phase Process
GET READY
Build a Reputation Management Website that gives simple instructions for posting a review. Example:
www.DealerReviews.com
Create a small post card that gives instructions to consumers to post positive reviews. The easiest message
Phase 1 is to send them to your www.DealerReviews.com
Create email templates to follow up with a reminder to visit the website and submit the reviews
Create a phone guide to follow up with a friendly reminder to thank the customer for their business and to
remind them about the positive review
REQUEST REVIEW
At the time customer is taking delivery of their vehicle or paying for service repair, confirm their satisfaction
and ask them to share their opinion on review sites
Phase 2 Ask for permission to email and call the customer with a friendly reminder
Gather happy customers email, cell phone so you can follow up with a reminder
Give happy customers a reputation management post card with instructions
FOLLOW UP
Send email with instructions to visit website and post review
Phase 3 If review is not posted within 3 days send another friendly reminder
If review is not posted in 5 days call the customer

43. www.FeldmannReviews.com

47. www.FeldmannReviews.com

51. Reputation Management Challenges & Solutions
Challenges Solutions
Not Requesting Enough Reviews Implement and Inspect process
Talk to employee in question; determine resolution; contact customer; ask
Responding To Negative Reviews
them to update review
Monitor; Listen; Respond. “Like” good reviews. Create websites that are
Premium Google Page One Placement - Positive Reviews optimized for your name or create pages on other high ranking sites for
your name
Create positive websites and pages on high ranking sites to push down
Burying Negative Reviews On Google Page 2
negative review sites
Direct traffic to ILoveABCMotors.com and include directions to different
Getting Reviews On Sites That Require Customer Registration/Log In
review sites that you rotate on the site
Train; show value; have salesperson or service advisor Google their own
Getting Buy In From Dealership Personnel
name and “see themselves” mentioned in review 
Do not complete reviews within dealership or on dealership laptops. Train
Global Black Listing On Review Sites
staff right way to do it.
As review sites often change their rules and policies to maintain Search
Positive Reviews “Disappearing” Authority with relevant content. (example, one site dropped all reviews
that came from in-active content writers)
Contact Review Site if review is content is libel; slander or inaccurate.
Unreasonable Negative Reviews
After you have attempted to contact customer.
Lack of Focus Appoint a Reputation Management Champion or outsource the position
Sign up for industry communities like ADM, DrivingSale, DealreRefresh &
Staying Current In Social Media
DealerElite.net

52. Reputation Management Action Plan
Define
Reputation Management Plan

53. Reputation Management Action Plan
1. Appoint dedicated Reputation
Management Champion

54. Reputation Management Action Plan
2. Implement a step-by-step
Reputation Management
Process

55. Reputation Management Action Plan
3. Register with all major review
websites

56. Reputation Management Action Plan
4. Update dealership info on all
major review sites with positive
descriptions, photos, videos

57. Reputation Management Action Plan
5. Train all employees so they
are educated on dealership’s
reputation management strategy
and process

58. Reputation Management Action Plan
6. Implement effective process
to ask satisfied customers to
share their positive experience
on review websites

59. Reputation Management Action Plan
7. Implement a process to take
customers pictures with their
new vehicle and send it to them
along with instructions for
posting a positive review

60. Reputation Management Action Plan
8. Create a reputation
management website that
educates customers how to give
you a positive review

61. Reputation Management Action Plan
9. Implement effective email and
phone follow up process to
remind customers to post and
share reviews

62. Reputation Management Action Plan
NOW
10. Every dealership employee
to call 3 customers today and
solicit a positive review. GM,
GSM, Service Director, Advisors,
Desk Managers etc... every
employee to get 3 reviews today.

63. Reputation Management Action Plan
11. Implement a process to
contact and correct customer
problems so reviews can be
made positive

64. Reputation Management Action Plan
RESULTS: Control of all the
Google page one results for
your dealerships name…
and reputation!

65. APPENDIX

66. Review Site Management Tools
Face to Face Review Request:
“We want to make sure you have a 5 star experience with me and everyone at the dealership. How was everything?
Is there anything else we can do to make your experience better?
If customer responds with anything negative, work to immediately resolve and make them happy.
Once the customer is able to say they are happy ask them for a review. “That is great because most of our business comes from
word of mouth and our reputation in the area. If it is not too much to ask, would you mind writing a review of your experience with
me and our dealership?
If customer says yes…
“to make it easy for you we built a website called www.ParagonHondaReviews.com”
Can I email you a link to it?
If yes - What is your primary email address?
Thanks! Is it ok if I follow up to make sure you received my email?
Oh, and here is a post card with the website address to our review website, www.ParagonHondaReviews.com.
You can visit there any time that is convenient for you.

67. Review Site Management Tools
Email Templates
The benefit of the email template is that it’s very consumer friendly. It allows for deep link to appropriate page
on review sites. It is another opportunity to thank the customer for their business and solicit reviews.
Use pre-written email templates to:
1.Thank Customer for their business again
2.Confirm they are completely satisfied
3.Ask them to call if they need anything
4.Attach a photo of them and their vehicle (for sales) if you took one with your phone camera
5.Remind them to give a positive review with instructions to the website, www.ILoveDealerName.com
Example Email Template
Dear Customer,
I have attached the picture I took of you and your car from my camera phone.
Thanks again for allowing me to serve you today. Please let me know if there is anything else I can do for you.
As promised, here is a link to the website where you can share your opinion of me and our dealership:
www.ABCDealerReveiws.com.
I know your very busy so thank you so much for offering to do this for me, I really appreciate it.
Sincerely,
Your Name

68. Reputation Management Tools
Phone Guides
Many successful dealerships use phone guides to ensure their customer calls are more
effective.
While making the dealerships normal follow up call the dealerships will:
1.Thank the customer for their business
2.See if they can answer any questions or help in any way
3.Confirm their satisfaction
4.Ask customer if they would share their positive experience with others on your
reputation management site
5.Remind them to go to www.DealerReviews.com

69. Reputation Management Tools
First Party Phone Guide
Hi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. How is everything with your car? Is
there anything I can do to help you?
I also wanted to check to see if you received the email I sent you with the link to the review website because my emails sometimes
get caught in peoples spam filters.
If yes, great… i know your busy and whenever you get a moment to post a review of your experience would be great and I really
appreciate it
No… I will send it again right now and you can visit the website directly at www.DealerReviews.com
I know you’re very busy and I want you to know I really appreciate you doing this for me.
Third Party Phone Guide
Hi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. I am the customer service manager at
the dealership and I want to make sure you are completely satisfied with your experience with us.
How was your experience? Is there anything I can do to help you?
If you had to rate your experience 1-5, how would you rate it?
If less than 5 - How can we make it a 5? (make it a 5)
If a 5 - That is great because most of our business comes from word of mouth and our reputation in the community. If it is not too
much to ask, would you mind writing a review about your experience on the web?
If yes – to make it easy for you just visit www.DealerReviews.com and there are simple instructions on where you can share your
opinion with the world.
I know you must be very busy, so thank you for considering taking the time… and please call us any time if there is anything we
can do to help.
Have a great day. Goodbye.

70. Reputation Management People
People
Appoint a Reputation Management Champion within your store. This person is responsible for educating the dealership;
monitoring and correcting negative reviews and encouraging positive reviews. Your Reputation Management Champion
will follow a process to Identify, Encourage and Equip customers to submit positive reviews
The job description for the Reputation Management Champion is simple:
Attract, Sell, Service, and Retain more customers thru a positive online reputation.
Objective #1
Have positive reviews visible to all consumers on all major search engines and review sites.
Objective #2
Generate as many positive reviews as possible
Objective #3
Monitor, Respond and Resolve negative reviews
Objective #4
Dispute negative reviews that cannot be resolved with unreasonable customers

71. Reputation Management Pay Plans
Pay plans can enforce behavior and create good habits. However, they also create
shadow systems that often result in fabricated reviews that get dealerships blacklisted
on the review sites. Not only will your dealership be blocked from review submissions,
you will be broadcasted as being blocked due to fraudulent reviews. Consumers will
literally see a message that reviews cannot be submitted for this dealership due to
fraudulent submission of reviews from said dealer. Most Review sites track IP
addresses; verify user info; require registration etc. DO NOT under any
circumstances write reviews on your customer’s behalf or submit them from the
dealership.
Below are the pros and cons of incentivizing positive reviews.
Pro’s Con’s
Enforce behavior Easily fabricated
Create habits Global black-listing