reputation management df 08.13
DESCRIPTION
"Maximizing the value of your most Valuable Assets" presented by Demandforce's Chris Brubaker at CDA Presents San Francisco August 17, 2013.TRANSCRIPT
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Maximizing the value of your most Valuable AssetsCHRIS BRUBAKER
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Housekeeping
• Pragmatic & Practical
• Listen to the lawyers…then…listen to Chris
• Let’s talk!
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The Business
C C C
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• Order of operations• Retention vs. Acquisition• Most businesses have enough
customers intheir database already
• Automated vs. Manual
Communications 101
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Order of Operations
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• 7 times cheaper to keep a customer than find a new one
Retention vs. Acquisition
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You have enough customers
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Automated vs. Manual
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Social Media
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The Players• Facebook: 1b
• Twitter: 550m
• Instagram: 100m
• Pinterest: 40m
• Foursquare: 20m
• Google+: ???
3 Factors
• Audience
• Engagement
• Noise
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ResearchOn
Social Media
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Liking Brands
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Source: Lab42
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Why?
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Source: Lab42
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How fans interact
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Source: Chadwick Martin Bailey
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More likely to recommend
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Source: Chadwick Martin Bailey
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How they spend their time
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Source: Chadwick Martin Bailey
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ResearchOn
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Everyone is on emailEveryone has a cell• 92% use email• 94% of online adults (Radicati Group)• To compare: 92% use search
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Everyone is on emailEveryone has a cell• 85% have a cell phone• 45% have a smart phone• 66% 18-29 years old• 68% > $75k annual
household income• 25% have a tablet
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Email still growing
• 2.9 billion email accounts.Projected to grow to 3.8billion by 2014.
• 80% check personal emailat least once per day, stillincreasing
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People prefer email and text
• 74% of people preferemail for commercialcommunication
• Over 30% of onlineadults have opted intocommercial text and itis growing
• >65 still opts in at over20%
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Preference by Age
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Email is profitable
• DMA research puts the ROI of emailmarketing in 2010 at US$42.08, almostdouble that of search advertising and betterthan any other direct marketing channel
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Putting it all Together
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The Basics
• Your Goal
• Communicate
• Monitor
• Engage
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Your Goal:Stay Top of Mind
• Channels• Frequency• Content• Tone
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Tone
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Content
• Content is King
• Every communication should have a purpose or a goal
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Goal: Facebook Shares
• Photos
• Photo Albums
• Videos
• Humor
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Goal: Facebook Likes
• Include call-to-actionsFor example: “Like this post if you’re excited about…”
• Be topical: keep up with the times. Examples include holidays, festivals, important events.
• Share success stories, achievements, awards, etc.
• Educate
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Goal: Facebook Likes
• Humanize
• Humor
• Ask to be liked
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Goal: Facebook Comments
• Include a call-to-action such as a question or poll.
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Goal: Increase Twitter Followers
• Hashtags
• Know thy neighbor
• Know thy neighbor, Part II
• Twinkle
• Chirp City
• Use Tools
• Twitter Grader
• Who follows whom
• Listorious
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Goal: Twitter Retweets
• Great content
• Leave room
• Grab their attention
• Ask to be retweeted
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Facebook vs. Twitter
• Pictures increase likelihood of share, but not retweet
• Shorter increases likelihood of retweet, but not share
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• To include social links in your email communications and website
Don’t forget...
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• Less noise• Show expertise• Shows up high in ranking• Set up at YouTube channel• Doesn’t need to be expensive
YouTube
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• 100m users
• Very high engagement
• Less noise
• Facebook benefit
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Your Website
• Demographics
• SEO benefit
• Technology
• Tie to your social channels
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• Postcards• Phone calls
Offline
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• Be proactive• Ask for what you want!• Prioritize
The Three Keys
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• Online• Offline – Word of Mouth• Offline – Public
What is reputation?
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• Reviews• Business Information• Endorsements / Affiliations• Web Presence– Professional appearance– Do you accept feedback?– Are you easy to do business with?• Social Media• Links to your website
Online Reputation
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ResearchOn
Reputation
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US Consumers• of U.S. consumers trust advertising.
Only 8% trust what businesses say about themselves.
• of U.S. consumers consulted friends/family, professional reviews and online reviews when looking to research a product or service
Source: Alterian
6%
87%
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Trust
Source: Lightspeed Research, US data
Base: All respondents
• Please rate how much trust you place in reviewsof products/services from each of these sources
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Service Response
Restaurant 79%
Hotels 87%
Travel 84%
Automotive 78%
Home 73%
Legal 79%
• 97% percent of those surveyed who said they made a purchase based on an online review said they found the review to have been accurate.
• Review users also noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.
Percent of Review Viewers Identifying Review as Having a Significant Influence on their
Purchase
Source: ComScore & Kelsey Group
Medical 76%
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Service Percent Increase
Restaurant 45%
Hotels 38%
Travel 22%
Legal 99%
“With such a large percentage of review users subsequently purchasing, it’s vital that local service providers have a positive presence on these review sites,” said Steve Marshall, research director for The Kelsey Group.
“This study underscores the importance of providing not just good, but excellent, service if a business hopes to generate positive consumer reviews which will result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.
Amount Consumers Willing to Spend for 5-Star Service
Medical 26%
Source: ComScore & Kelsey Group
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• Travel
• Video Games
• Product Purchases on Amazon
Other Research
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3rd Party Sites
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Which 3rd Party Review Sites Are Important to Dentists?
Unique Monthly Users
172
166
152
106
34
27
18
11
9
5
Unique Monthly Users
5
2
1
1
630k
700k
600k
136kSource:
Compete.com
Numbers in Millions
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Sites that aren’t important
Unique Monthly Users
6
4.2
9k
6k
1k
8k
Source: Compete.com
Numbers in Millions
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The Key to Reputation
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The Middle
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Role of Reviews in Search
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Signs of a Fake Review
• New account / incomplete profile
• Only 1 review
• Same IP address
• Review spike
• Location
Important Note: Flags good AND bad review
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5 Factors
• Volume
• Velocity
• Sentiment
• Recency
• Keywords
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What aboutMobile?
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• Mobile really is local• Local apps are
becoming more important than search engines
• Role of advertising is changing
Mobile
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Negative Feedback
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•Determine if accurate (illegal, against TOS)•Acknowledge and respond– Apologize if necessary (“I’m sorry you had a bad
experience”)– Turn a positive into a negative– New potential customers can see how you
respond to negative feedback•Don’t be defensive•Be a real person•Remember, some negative feedback makes your good reviews more legitimate
Dealing with Negative Feedback
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Approach to boost reviews
• Email campaigns to help with problem areas
• But don’t send everyone!
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•Understand your full reputation•Own your reviews•Engage your users•Syndication is powerful
Summary
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Q & AChris Brubaker
Head of Marketing