Building a Better Online Reputation
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- Jared McDowell
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1 Building a Better Online Reputation BRANDI TOWNS, DIRECTOR CONTENT STRATEGY, REPUTATION & SOCIAL, BTOWNS@GLYNNDEVINS.COM LINDSAY JOHNSON, PAID MEDIA SUPERVISOR, LJOHNSON@GLYNNDEVINS.COM 1
2 The Buying Process Has Changed What Impacts Your Online Reputation? 2
3 5/6/2016 LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference 3
4 Community Response? 4
5 10 TIPS: Building a Stronger Online Reputation Proactive Planning 01. 5
6 Who in your organization is responsible for responding to online reviews and social media comments? What s your plan if the fruit stand issue would happen at your community? Do you want to increase your average star rating on Yelp? Are you creating and sharing content about your community on a regular basis? Monitor the Social Conversation Outside of Owned Social Channels 6
7 Start With An Audit 02. 7
8 Measure Perception Offline Keep Tabs On Competitors 03. 8
9 Quantity of Reviews Ratings/Sentiment/Context Social Media Presence Response from Community Leadership Claim/Update Directories and Local Listings 04. 9
10 The Local Search Ecosystem (United States) Listing Data NAP Info accuracy and consistency is key When search engines see conflicting information, it hurts your local search visibility Include high quality description, accurate categories, interesting images, informative videos, website URL, business hours 10
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13 SIRI ON APPLE DEVICES POWERED BY YELP. Nominate Your Champions
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15 Encourage Positive Reviews 06. Online Reviews Over Time 15
16 Engage With Your Audience
17 Connect With Social Influencers 17
18 Use Digital Tools to Automate the Process 08. Get Alerts When New Reviews Are Added 18
19 Monitor Reviews In One Place Request Review Tool 19
20 Onsite Review Tool for Computers & Mobile Devices 20
21 A Free Tool: A Free Tool: Limited Site Monitoring 21
22 A Free Tool: Alerts + the Ability to Spy Develop a Digital Customer Care Strategy
23 5/6/2016 Share Your Story Across Multiple Channels 10. LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference 23
24 Why Should You Care About Online Reviews? 24
25 Responding to Online Reviews ACKNOWLEDGE (BOTH POSITIVE & NEGATIVE) BE SINCERE, NOT AGGRESSIVE TAKE ACTION TO REMEDY THE ISSUE (IF ANY) CONTINUE TO MONITOR & SOLICIT POSITIVE REVIEWS GENERATE POSITIVE CONTENT ACROSS ALL PLATFORMS TAKE TOUCHY SUBJECTS OFFLINE 25
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28 Frequently Asked Questions We have a new review on Yelp and want to respond. How do we do that? I noticed a review from two years ago. Should we respond? Can employees leave reviews about our community? This review is terrible. How do we get it removed? What s the best way to ask for reviews? A resident left a review on Yelp but it s not showing up. Why? Can I upload a testimonial or letter we received from a family member? All of your marketing efforts lead ACIs and potential residents to learn more about you online. 28
29 Three E s Goals 1. Better search results listings with more reviews show higher in the search results and are more likely to be clicked by users. 2. Get reviews over time, on a continuous basis. 3. Grow volume of positive reviews balance any negative reviews. 4. Diversify reviews across multiple sites. 5. Reviews are happening be part of the conversation. Show interest, use feedback to improve. 29
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