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Reputation: a Playbook for Engaging with Consumers and Winning Their Business

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Reputation: a Playbook for Engaging with Consumers and Winning Their Business Maximizing Your Online Reputation: A Playbook for Engaging with Consumers and Winning Their Business yahoo local internet review competition visibility advocatefacebook authority pinterest insiderpages authenticsocial media interact merchant circle monitor instagram engage brand twitter endorse protect ranking preserve sharegoogle+linkedin yellowpagesmaximize like superpagesyelp citysearchsocial impact directories search engines followersrating TABLE OF CONTENTS 3 Online Reputation Bootcamp 5 Play the Field: Get Listed in Business Directories 7 Scoring Fan Reviews on Social Channels to Enhance Your Image 10 Tackling Reviews: The Good, the Bad, and the Ugly 12 Blitz the Competition: Monitor Your Competitors to Get Ahead 14 Offensive and Defensive Moves to Promote and Protect Your Brand 19 The End Zone WORKSHEETS: 21 Social Media Posting Calendar 22 Comment & Review Guidelines 23 Reputation Management Checklist For more ideas on how to market your business, visit connect.homes.com. Page 2 ONLINE REPUTATION “It takes 20 years BOOTCAMP to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” -Warren Buffett, American Business Magnate What is Online Reputation? First, let’s define the concept of Online Reputation. Simply put, a brand’s Online Reputation is measured by consumer perception in terms of credibility1. Seventy-six percent of consumers regularly or occasionally use online reviews to determine which local business to use while 80% of consumers have received advice through a social media outlet regarding which product or service to purchase2. Consequently, user-generated content in the form of online reviews and social conversations significantly shape your brand’s image. They can be the deal-breaker for maintaining existing and acquiring new relationships. Trusted Brand Why Online Reputation? Whether you’re a large corporation, a freelance professional, or a small, “mom and pop” shop, managing your Online Reputation is a crucial part of marketing. Take a moment to consider how clients and prospects perceive your brand. For more ideas on how to market your business, visit connect.homes.com. 1 . Sources: Local Consumer Review Survey 2012 2beesocial.com Page 3 ONLINE First, can they easily find you online? REPUTATION Second, do you know what they’re saying about you? BOOTCAMP Lastly, do you know where they are talking about you? If you did not answer “yes” to these questions, then it’s time for you to invest in your Online Reputation! And you’re not the only one—an estimated four million companies are forecasted to be using Online Reputation management platforms in 20133. Companies are investing heavily in managing their reputations because two-thirds of consumers are using search engines to help them research and make purchase decisions4. Now, in the digital age, it’s primarily about ‘word-of- mouse’ recommendations and spreading the word electronically over the internet.” According to Hubspot, 72% of consumers trust online reviews as much as personal recommendations. If consumers can’t find you, haven’t heard of you or aren’t talking about you online, chances are your competition will gain their business. So, jump on the bandwagon! Think of reputation management in terms of a game or a sport, but with the goal of making it to the championship game year after year. As you read on, you’ll be provided with the tools to get in the game and strategy for playing offense and defense to strengthen and protect your name. Playbook Overview • Rules of engagement: an understanding of the objective, equipment and how to use it to protect and promote your team. • A strong team and key players to focus on the offense and defense to score points with customers and win them over and to protect the team from getting injured. • Train that team and practice daily. • “Strategory”: play on your strengths, minimize your weaknesses, size up your competition, throw a “Hail Mary”—take some risks and learn from your mistakes. For more ideas on how to market your business, visit connect.homes.com. Sources: 3Digimind 2012 Page 4 4eConsultancy PLAY THE FIELD: Play the Field: Get Listed in Business Directories GET LISTED Bing Local – Bing is a top search engine and has an alliance with Yahoo that has helped IN BUSINESS them build their market share. Bing is a free service that offers tools for businesses to manage their search presence including a Bing Business Portal. This service provides maps, DIRECTORIES ratings and reviews. There is also a bulk upload program that is available to businesses with a minimum of 25 listings. Create or claim a listing here: http://www.bing.com/businessportal/ Bing Business Portal FAQ: http://www.bingbusinessportal.com/faq.aspx Google+ Local – Google+ Local is a free online search engine service that integrates Google+. Google+ Local offers more interactive business to consumer engagement including sharing photos, links, ratings and reviews. This service has a bulk upload program available if your business has 10 or more listings. A Gmail account is also required to create a business account. Create or claim a listing here: http://www.google.com/local/add Yahoo Local – Yahoo Local is another large online search engine that gives opportunities for businesses to provide details and their services. There is a free basic listing service which provides company information and details and allows up to five relevant categories in placement. They do charge for an enhanced listing service for higher placement. Create or claim a listing here: http://local.yahoo.com/ Citysearch – Online city guide that provides info about businesses powered by CityGrid Media. This service does charge to use their service and offers a mobile service. Consumers can leave reviews and also seek out an “At a Glance” overview of business. Create or claim a listing here: https://signup.citygrid.com/ For more ideas on how to market your business, visit connect.homes.com. Page 5 PLAY THE FIELD: GET LISTED Judy’s Book – Judy’s Book is a review site where businesses can interact with their reviewers. The site now drives over one million unique visitors a month. This is not a free IN BUSINESS service. A listing can be claimed by searching for your company name and then selecting “Claim your Business” on the left hand side of the page. DIRECTORIES Create or claim a listing here: http://www.judysbook.com/Biz Yelp – Yelp is an urban online city guide where consumers can leave reviews. Yelp is a free service that allows businesses to communicate both privately and publicly, track the number of visitors, provide details, offer deals and recommend other businesses. There is a fee to enhance placement. In order to claim an existing listing, search for your company and select “Work Here? Unlock this Business Page” and follow the steps to create a listing. Create or claim a listing here: https://biz.yelp.com MerchantCircleTM – MerchantCircle.com is a free online local network of businesses that offers ratings and reviews. This site offers social networking features and deals. Create or claim a listing here: http://www.merchantcircle.com/corporate/landing/signup.html There are many other directories including Insider PagesTM, Local.comTM, SuperpagesTM, Yellow BookTM, YellowpagesTM, ZiplocalTM and LocalEdge, so make sure you get listed in as many directories as possible to enhance your online visibility. Keep in mind that the time frame for your listing to go live may differ from site to site. For example, Google+ Local requires a PIN to complete the authentication process. They will either call your business within a few minutes to provide a PIN that must be entered on their site, or they can send you a postcard via mail with a PIN which can take up to 7-10 business days. For more ideas on how to market your business, visit connect.homes.com. Page 6 SCORING FAN Scoring Fan Reviews on Social Channels to Enhance your Image We all know that we should be active in social spaces, but do we know why? Research by Bazaarvoice.com REVIEWS ON shows that over half of Millennials trust the opinions of strangers online5. SOCIAL Bizaarvoice.com also states that 53% of Twitter users recommend companies and/or products in their CHANNELS tweets with 48% on the intent to make a purchase3. TO ENHANCE YOUR IMAGE According to Hubspot, the number of marketers who say that Facebook is critical or important to their business initiatives has increased 83% in just 2 years3. Media Post News reports that brands with the highest “social media activity” (including reviews) increased revenue by as much as 18%3. Research by Gartner states that 74% of consumers rely on social networks to guide purchase decisions3. So, what do all these numbers mean to you and your business? These numbers are representative of the fact that people are not only talking, people are talking with the intent to buy. This is why it is so important for you and your brand to be active on social media sites. We all want a high amount of followers, but For more ideas on how to market your business, visit connect.homes.com. Sources: 5bazaarvoice.com Social Commerce Statistics Page 7 do we know why? Brand advocates. That’s why. These are your biggest fans that have had an amazing SCORING FAN experience with your brand and believe in it so much, that they will sing your praises any chance they get. REVIEWS ON What brand would not love to have thousands of brand advocates out there singing your praises? This free, “word of mouse” marketing is priceless. These recruiters are trying to convince consumers that are on SOCIAL the fence about your brand and your competition that you are the best choice—the right choice.
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