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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
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
