Managing your online reputation v1

Managing your online

reputationJanuary 28, 2015Tim ShawAmplifi

@shaw_tim

Welcome!

A bit about me

Today we’ll talk aboutDecisions

ReputationManaging it

Where are we now?

A bit about you

Objectives

What would you like to get out of this class?

How do we make decisions?

How we make decisions5 stages of consumer buying

behaviour

1. Need recognitionIf there is no need, there is

no purchase.

2. Info searchConsumer seeks information

on how to solve problem.

3. Alternative evaluationEvaluation of information

and possible solutions.

4. Purchase decisionDecision made to make

purchase.

5. Post purchase activity

Here come the reviews!

Absolute ValueA rich, deep sense of what it’s like to own the product

they’re considering.

vs

How we make decisionsThe internet trumps friends

and family

What influences our purchase decisions?

How we make decisionsThe degree of influence

varies by topic

And then there’s mobileInternet usage has shifted

away from PCs

50%

Mobile is considered most

important resource in

purchase decision

one in three

1/3 of mobile shoppers use mobile EXCLUSIVELY

And then there’s mobileMost mobile activity is happening where consumer

is most likely to be influenced

Kicking tires

And then there’s mobileSo they’re active. What are

they looking up?

60%Price & Location

49%Sales & Deals

>50%Want location within 5 miles

And then there’s mobileThree most important things

mobile users look for

And then there’s mobileInfluential websites?

Mobile worksMobile leads to purchases

Mobile works65% of users complete purchase within a day.

Mobile worksBut it’s not ALL online.

What is reputation?

Reputationnoun

The beliefs or opinions that are generally held about someone or something.

Reputation = Trust

Trust = influence

Altimeter Group, 2012

InfluencePillar 1 - Reach

ReachThree components

PopularityState of being liked, admired

or supported by many people

ProximityLocation of an individual

where effect is necessary in setting or environment

GoodwillInvesting goodwill into community increases

appreciation and probability of action

InfluencePillar 2 - Relevance

RelevanceThree components

AuthorityAs you invest in topical

relevance, you naturally earn a level of authority as a subject matter expert.

TrustThe source of meaningful

relationships. The firm belief in the reliability,

truthfulness, ability & strength of someone.

AffinityNatural liking or sympathy for someone or something.

InfluencePillar 3 - Resonance

ResonanceAlso three components

FrequencyThe rate a social object,

topic, or person materializes in social streams.

PeriodLength of time it remains visible after appearing.

AmplitudeLevel of engagement within

a network.

Why is this important?

Economics of a reviewReviews can have impact on

revenue

Harvard study1-star rating increase on Yelp

can have 5-9% boost in revenue.

Harvard studyGreater impact on

independent restaurants than chains.

Harvard studyChain restaurants have

declined in market share as Yelp popularity increased.

Optimizing your online

reputation

Much more than reviewsA lot goes into building and maintaining a strong online

reputation.

Digital advocacyCreating champions for your

brand, issue, or cause.

Starting from scratch…It starts with your strategy

Inform yourselfEnvironmental scan

Set good goalsAnd incorporate your reputation into them.

Plan properlyAccount for human,

technical, and financial resources.

Spend time listeningComplaints. Compliments.

Questions. Friends. Enemies.

Know your audienceIdentify key characteristics.

Know your audienceWhat is their current level of

understanding?

Know your audienceWhat is the desired

behaviour?

Know your audienceWhat do you think will work?

Know your audienceWho is already credible?

Establish your voice

Establish your character

Establish your tone

Establish your language

Establish your purpose

Build the infrastructure

Create valuable content

Inform. Involve. Inspire.

InformProvide the user with

information on your brand or product.

Involve Have audience participate in

the conversation.

Inspire Create content designed to have audience take action.

AskAsk your audience to do something, or else they

probably won’t.

Managing your reputation

90% of customers saybuying decisions are influenced by online reviews

McKinsey Quarterly, April 2010

Word of mouth primary factor behind 20%-50% of all purchase decisions

So…we know it’s important.

MonitorSet up listening stations and

know what’s being said.

RespondKnow how to respond and engage. Do it in a timely

fashion.

Use a dashboardHootsuite

Encouraging positive reviews

Foster loyalty20% lift in customer service satisfaction & 60% increase in positive brand sentiment.

Foster loyaltyCustomer Service.

Foster loyaltyRespond to every question.

Foster loyaltyTrack brand sentiment.

Responding to negative reviews

Smoke vs. FireKnow the difference.

Think aheadHave a plan.

A good exampleLousy interface.

A good exampleWorking to improve.

A good exampleUsed negative comments to

boost launch of new interface.

A good examplehttps://www.youtube.com/wa

tch?v=bXizarnDodE

A bad exampleKitKat

A bad exampleCampaign went viral.

A bad exampleKitKat response

A bad exampleMoral of the story

Thanks!

Tim Shawtim@amplifi.ca@shaw_tim

References

• https://advertising.yahoo.com/Blog/MOBILE-SHOPPING-INFOGRAPHIC.html

• https://www.thinkwithgoogle.com/research-studies/mobile-path-to-purchase-5-key-findings.html

• http://cdn.fleishmanhillard.com/wp-content/uploads/2013/06/2012-DII-White-Paper.pdf

• http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/

• http://www.hbs.edu/faculty/Pages/item.aspx?num=41233