Establishing, Managing and
Protecting Your Company’s
Online Reputation
Social Media Expert, RealPage, Inc.
[email protected]
Twitter @RealPage @jdesmth
#RPageQA
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
1
Objectives
• Why Online Reputation Matters!
• Where People are Talking
• How to Devise a Strategy
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2
Consumer Buying Trends
When making purchases,
consumers are using online
reviews and ratings.
A solid reputation online, is a
quick way to establish trust
in the minds of consumers
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3
Do customer reviews affect your opinion?
Survey Data from 2013 Bright Local Survey - unless noted otherwise
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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How many reviews do you read?
• On Average, Consumers are reading 2 to 6 Reviews before forming
an opinion about a brand.
Survey Data from 2013 Bright Local Survey - unless noted otherwise
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Consumer Buying Habits
Consumer Purchase
Funnel
Think of your online reputation
as a first impression.
What do you want yours to be?
Shopping Has Changed. Has Your Marketing? Carol Glover, Feb 2013
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Where are you?
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Where People Research
3 Review Locations
People Search:
• Major Review Sites
• Social Media Sites
• CommunityManaged Sites
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Community-Managed Sites
Reddit® Board for Dallas - /r/Dallas
• Specific to major
metropolitan areas
• Message boards and
online communities
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Social Media Sites
Facebook®, Twitter®,
Foursquare®, YouTube®,
are just some of the sites
users will scour for
information
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
Facebook® Business Pages
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Major Review Sites
Social Media Basics For Small Business In 2013 Jenna Curry, April 2013
• Most notable review sites are favored by the biggest
search engines (Bing, Yahoo, and Google).
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
11
Engaging your Community
Grow your Positive reviews!
Create surveys with reviews sections (both online
and paper) *include disclaimer that it may be used
online
Create signage encouraging residents to leave
reviews – Place them in the lobby
Share your review sites pages on social media!
All you have to do is ASK!
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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“We got a negative
review! What do we
do?!”
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13
Reviews = Opportunities!
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
14
Creating a Game Plan
Messaging
Chain of Command
Monitoring Method
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Crafting a Response
1.
Greeting
2.
Thanks & Empathy
3.
Line out the Situation
4.
Details & Specifics
5. Reassurance
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Messaging Tips!
Be genuine. Be transparent.
If the message is negative, move the
conversation to a private venue.
(messaging, email, or phone.)
Draft multiple versions of responses to
avoid sounding robotic.
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Chain of Command
Who needs to be involved?
Create a Contact chain:
Business Owner
Property Managers
Marketing Manager/PR
Staff
Legal/Billing*
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Monitoring Method
 Create a separate email to field and respond to complaints –
[email protected]
 Turn on email notifications!
 Be sure to follow up after the issue has been resolved
 If a review is inflammatory or not relevant, you can FLAG it!
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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Takeaways…
Online Reputation has an effect on consumer
buying decisions.
The conversation about your brand will exist
whether you want it to or not!
Reviews = Opportunities. Don’t be afraid to
ask!
Establish a game plan and use it consistently.
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
20
Q&A
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
21
Establishing, Managing and
Protecting Your Company’s
Online Reputation
Social
SocialMedia
MediaExpert,
Expert,RealPage,
RealPage,Inc.
Inc.
[email protected]
[email protected]
Twitter
Twitter@RealPage
@RealPage@jdesmth
@jdesmth
#RPageQA
#RPageQA
©2015 RealPage, Inc. All trademarks are the property of their respective owners. All rights reserved.
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