8 Steps to Revive a Damaged Reputation

Transcription

1 8 Steps to Revive a Damaged Reputation

2 Table of Contents Reputation Checklist Top 10 Revival Tips Tips from the Pros About Us 2

3 Reputation Checklist To get started, use this checklist to see where you are currently with your reputation management efforts. This checklist will help you pinpoint the policies and procedures you need to put in place in order to revive your community s online reputation. Take-Charge Policies and Procedures: Determine policies and procedures for your company prior to pursing a reputation management campaign. Draft Responses: Build a framework of draft responses to help your team convey the proper message. Allow the responder to insert details specific to individual reviews. Alerts: Setup source alerts so that you can respond within a timely manner. Local Directories Make sure each of your business locations are accurately listed with all the major local online directories and aggregators, including the following: Google Citysearch Yahoo Insider Pages Yelp Bing SuperPages.com Niche directories 3

4 Reputation Checklist Review Sites Make sure each review site listing is accurate and up-to-date. When possible, add in photos, update property description and confirm contact information is accurate. Google Insider Pages Rent Lingo Apartment Guide Yelp Super Pages Very Apt Merchant Circle Yellow Pages Yellow Bot Apartment Ratings Apartments.com Request Feedback Website: Request reviews by adding a Review Us call-to-action button to your website to collect and display consumer feedback. Make sure this is indexed by Google. Landing Page: Make it easy for consumers to leave a review on other sites by having a landing page that links out to your listing on each review site. Ex: URL.com/reviewus Positive Notices: In the footer or message area of your printed notices (i.e., event invite, monthly newsletter, service request, etc.), include the Review Us landing page URL. Thank You s: When you send or snail mail thank you notes to prospects and residents, kindly ask them to leave a review to tell other consumers about their experience. 4

5 Reputation Checklist Google Reviews Goal #1: Receive at least 5-10 unique Google reviews to qualify for the 5-star graphic that appears next to your listing. Reviews should have more than one sentence. Goal #2: Google your competitors to understand what their rating is and how many reviews they have. Aim to have double the amount of reviews your competitors have. Goal #3: Set a goal for the number of reviews you want to have on your listing. Yelp Reviews Goal #1: Optimize your listing by including your website and at least 10 photos. Goal #2: Collect at least 5 reviews. Goal #3: Use a Check-In Offer to remind prospects to write a review. Leverage Testimonials Capture Testimonials: After various touch-points, reach out to prospects and residents to collect a testimonial of their experience. Be sure to get approval to share elsewhere. Social Media: Utilize recycled consumer testimonials by making them into an image and posting on your social media profiles. Advertising: Include consumer testimonials to boost your paid advertising. 5

6 Reputation Checklist Outreach Tactics Snail Mail: Send a postcard to prospects and residents that instruct customers on how to leave you feedback. Send an message to your customers and include a link to your review page. Social Media: Share a link to your review landing page on your social media profiles asking your followers to submit their feedback. Packages: Create a label to place on packages accepted in the office. Example verbiage: This packages was checked in by [employee signature]. Like our package process? Leave a review on Yelp telling us about your experience. Move-in Magnets: Create a magnet with pertinent information such as community address and phone number. Include a Review Us section on the magnet. Survey: Follow up with prospects and residents after various touch points with a survey. At the end of the survey, ask them to leave a review online. Aim to have 2 to 3 positive reviews a month. This will offset the negative reviews. -Jeremy Lawson, Reputation Manager, Fogelman Management 6

7 Top 10 Revival Tips 1. Understand where your reputation is at currently 2. Google your community 3. Implement company wide policies and procedures 4. Survey your prospects and residents 5. Analyze online feedback 6. Fix resident issues and send notifications after resolution 7. Utilize all opportunities to ask customers for reviews 8. If they write a review, respond 9. If they don t write a review, follow-up 10. Continually track your reputation Once you revive, repeat steps 7-10 Try this! If you have an iphone, open Siri and ask her to search for apartments near you. You ll be amazed be the amount of reviews Siri puts together. 7

8 Tips From the Pros Bethany s Tips Don t be defensive when you read and respond to reviews. Don t consistently request reviews for one source. Respond the way you would verbally. Remember if you don t respond, you could be hurting your reputation score. -Bethany Potter, Client Success Manager, Social Compass Mindy s Tips Claim, control and monitor your brand name. Focus on creating the best customer service online and offline. Connect and engage with your customers through social media. Don t treat negative reviews as the end of the world. Use them to create a better customer experience. -Mindy Fiesler, Client Success Manager, Social Compass 8

9 About Us Social Compass, powered by Binary Fountain is a leading social intelligence company that extracts operational feedback from online conversations and distills the results into actionable insights. The company s enterprise SaaS platform, Social Compass, integrates all forms of consumer and employee feedback and leverages state-of-the-art multifamily specific natural language processing to help organizations understand and act on millions of conversations in real-time. Questions about reputation management? Contact us to learn more marketing@social-compass.com 9