where's the love? using your reputation to create positive sentiment
DESCRIPTION
At this point, 'reputation management' is on the radars of most marketers. Digimind estimates that over four million companies will be using an online reputation management product, and $3.1 billion dollars will be spent on reputation management this year. As society moves in the direction of word of mouse, more people have access to build and tarnish a brand's reputation in online forums, message boards, and rating and review sites. This presentation will equip you to: -Get an ROI in the form of positive sentiment by managing your reputation -Respond to ratings, reviews and feedback of a positive, neutral and negative nature -Use social platforms to do some of the work for youTRANSCRIPT
Ansley SudderthSocial Media Training & Communications
Coordinator
Where’s the Love? Using Your Reputation to Create Positive Sentiment
Agenda
• Your Reputation Now • Analyzing Brand Sentiment• Brand Love Languages• Courting Your Consumer• Valuable Links • Q&A
Don’t be the last one!
People are talking!
#hacked!
It takes a lifetime to build a reputation and only 15 minutes to destroy it.
-Warren Buffet
Crowd·sourc·ing \ˈkrau� d-̩ sȯr-siŋ\
Getting a crowd of people to help you with a task that used to take one person.
Building brand love isn’t about seeking out residents to love you….
…it’s about becoming a brand worthy of being loved by your residents.
Sentiment Analysis
(n): statistics, or machine learning methods to extract, identify, or otherwise characterize the sentiment content of text.
Sentiment Analysis
•Flame Detection
•Consumer Perception
•Reputation Management Which allows YOU to collect reviews on a
hyper-local to global scale
Consumer Levels of Interest
The Brand Love Curve
Indifferent
Love It
Like It
MY Brand for Life
KNOW where you stand!
+ more!
Brand Love Languages
Deliverability
READINESS ENGAGEMENT AUTHENTICITYLASTING
IMPRESSION
The ability to actively monitor and seek out conversation.
Are you reciprocating that conversation?
Be yourself, everyone else is already taken.
Make your reputation precede you.
Taking accountability never hurt a brand!
YOUisms
• “How can we make your living experience here better?”
• “What changes would you like to see while living here?”
• “You are our sounding board!”
• “We need YOU!”
Courting Your Consumer
Just Ask!
Online research firms that conduct studies on the effectiveness of testimonials find that products or services with 5+ reviews
have a 75% higher conversion than those without reviews.
http://www.reviewscale.com/blog/
Gathering Testimonials
Resident Events
Don’t Wait, BE Part of the Convo!
2,714 repins +8 comments +214 ‘Likes’ =BRAND EXPOSURE
What You Can Do Today
• Invest in your channels of communication• Insert your brand into the conversation• Inquire about your residents’ level of
satisfaction
Don’t the be the last one to the party!
Valuable Links
• Reputation Management: Do You Know Your Story? http://bit.ly/XXDuag
• Common Phrases Made Great By Using ‘You’ Instead of ‘We’ http://bit.ly/11TwGyX
• Tips for Managing Your Ratings http://bit.ly/YmumIh
• Instamonials by Knexx Local: http://bit.ly/Zkq3QV
Q&A
Photo and Statistics Credit• http://www.freshwordsmarket.com/files/imagecache/lightbox_full/you-are-here-fresh-w
ords-market.jpg• http://brandmakernews.com/blog/wp-content/uploads/2011/05/brand-to-love.png• http://icgrouplp.com/Blog/images/default-album/she-loves-me-she-loves-me-not.jpg• http://www.brandautopsy.com/blog• http://i200.photobucket.com/albums/aa72/jpaulvaldezotto/alone.jpg• http://i.bnet.com/blogs/121111-facebook_like_thumb.png• http://www.careergravity.com/wp-content/uploads/2012/09/facebook-dislike-325x211.j
pg• http://www.greenbookblog.org/wp-content/uploads/2011/10/sentiment_analysis_symp
osium_logo1.png• http://cdn.marshill.com/files/2011/12/18/20111218_where-are-you_poster_img.jpg • http://
socialmediatoday.com/lakakosearch/1249176/burger-king-and-jeep-should-be-thanking-twitterhacker
• http://www.bigactivities.com/coloring/canada_day/party_hats/images/party_hat2.gif