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© 2011 ReachLocal, Inc.
Online Reputation Management:
You Never Get a Second Chance to Make a First Impression!
© 2011 ReachLocal, Inc.
About ReachLocal
Industry Leader
Public Company
Global Enterprise
Full Service
1500 EMPLOYEES50 OFFICESNORTH AMERICA EUROPE & AUSTRALIA
© 2011 ReachLocal, Inc.
© 2011 ReachLocal, Inc.
Agenda
• What is online reputation?• Why should you care?• The components of online reputation• How to proactively improve your online reputation• Where to focus your efforts• Key Takeaways• Q&A
© 2011 ReachLocal, Inc.
Online Reputation: What Is It & Why Should You Care?
© 2011 ReachLocal, Inc.
Online Reputation Management (ORM)
Online reputation management is the act of monitoring & addressing 3rd party online content about you and/or your brand, in addition to proactively generating and publishing content that positively represents the brand . ORM primarily involves tracking what is written and visible on the Internet, then utilizing online and offline techniques to promote positive and neutral content.
Source: Wikipedia
© 2011 ReachLocal, Inc.
Why do you care?
• Potential residents research properties’ reputations online - this is an important factor in decision making
• 7 out of 10 consumers share reviews with friends, family & colleagues
• 92% of online users have more confidence in info found online versus any other source
© 2011 ReachLocal, Inc.
© 2011 ReachLocal, Inc.
Online & Social Reputation affects SEO Efforts
• Search engines now consider social signals and online reputation, all of which impact your SEO efforts
• Good reviews are rewarded with higher placement on Google search results page, bad reviews could result in a lower (or no) ranking
• 86% of consumers consult online reviews before purchasing
© 2011 ReachLocal, Inc.
Components of Online Reputation
• Pay Per Click (PPC): sponsored listing presence• Local Listing: Are listings claimed and optimized?• Search Engine Optimization (SEO): owning your real
estate• Content sites: Youtube, Flickr• Social: Twitter, Facebook, blogs, CastPage, etc.• Review sites
© 2011 ReachLocal, Inc.
Try this! Google one of your properties’ names
What do you see in the organic results?
-Your website?-Reviews?-Google places page?-Youtube video?-Facebook?-Twitter?
© 2011 ReachLocal, Inc.
How can you proactively improve your online reputation?
© 2011 ReachLocal, Inc.
Dominate Search Results
• Owning the real estate on a SERP page is essential
• Control content associated with property names
• When owning your brand and controlling SERP results, you can push down 3rd party content
Company Site
Official Site
© 2011 ReachLocal, Inc.
How to Generate Positive Reviews: Create a Resident Advocacy Program
• Create Flyers– Create QR Codes
• Conduct Surveys – Proactively ask for reviews from satisfied residents
• Hold Resident Events– Great venue to gather reviews from happy attendees
© 2011 ReachLocal, Inc.
Where To Focus Your Efforts
© 2011 ReachLocal, Inc.
Google Place Page
• Claim and optimize your Place Page
• Build positive reviews to display
• Respond to reviews• Reviews influence local
search rankings • The more active you are
on your Place Page, the more Google will reward you
© 2011 ReachLocal, Inc.
Reviews- Place Page
Customers can place reviews directly on your place page
Tip: formulate a strategy to mobilize happy residents!
© 2011 ReachLocal, Inc.
Content Marketing/Social Media
• Twitter– Retweet property reviews– Monitor what is being said about your properties
• Facebook– Create deeper interactions with people– Enhance opinions and experience with your properties through
Facebook community– Monitor what is being said about your properties
• Other content marketing sites: blogs, youtube, flickr, CastPage
*ALL will increase your overall presence online and help you dominate the search engine real estate!
© 2011 ReachLocal, Inc.
Social Media Stats • 20% of people say they will “Like” a local business on Facebook to
show their support, compared with about 13% who say they’ll write a review
• More than 52% of adults under 35 visit more than 2 websites before visiting a local business– 63% of respondents under 35 head to Google; 24% visit
Facebook; 21% look at reviews sites and 17% say that they click on the first link in a search result, whatever it happens to be
• Customers under the age 35 say that feedback from the business owner can carry equal weight to input from friends or social networks
© 2011 ReachLocal, Inc.
Other Review Sites to Watch
• Yelp• Citysearch• BBB• Insider Pages• Bing• CastPage
© 2011 ReachLocal, Inc.
How to Respond to Customer Reviews
© 2011 ReachLocal, Inc.
Be Responsive To Customer Feedback
• Negative Reviews-keep calm, choose your battles and kill them with kindnessDo:
• Give each reviewer the benefit of the doubt• Use your real name and speak for yourself• Show willingness to resolve issues (but be careful)
• Positive Reviews- spread the love & ask for reviews
• Be authentic• Be proactive• Don’t be afraid
© 2011 ReachLocal, Inc.
Key Take A Ways
• Online Reputation is a key component of a robust, holistic web presence
• Benefits of an ORM program are multi-fold:– More credibility = better first impression– More engagement with community– Dominate the SERP “real estate” & control brand
• Focus efforts on:– PPC– Place pages– Content marketing & social media– Resident Advocacy
© 2011 ReachLocal, Inc.
Questions?
Contact me for tips on building an Online Reputation:
Sheena ShiveNational Program Manager [email protected]
Interested in learning more about how ReachLocal can help you improve your overall Web Presence? Contact our Business Development Manager, Allison Nesbitt
Allison NesbittBusiness Development [email protected]
