1 / 20

Reputation Management: The Internet Doesn ’ t Forgive and Forget

Reputation Management: The Internet Doesn ’ t Forgive and Forget. Dan Malloy @danielgmalloy. Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com. Reputation Management. Reputation is Key.

london
Download Presentation

Reputation Management: The Internet Doesn ’ t Forgive and Forget

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Reputation Management:The Internet Doesn’t Forgive and Forget • Dan Malloy@danielgmalloy Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  2. Reputation Management Reputation is Key • 78% of online Americans aged 18-64 use online reviews to help make their purchasing decisions • 49% of automotive shoppers check reviews while on your lot • Monitoring and responding are important! • Only reacting is not enough to keep you in front of your online reputation Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  3. Reputation Management Reactive Process • Monitoring for online mentions • Monitoring for reviews on third party sites • Responding to reviews Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  4. Reputation Management Proactive Process • Follow-up email surveys • Using Social Media to increase engagement • POS handouts for selected review sites • Encouraging customers to share feedback • Featured testimonials on website or social media • Reviews pages on your website • Addition of review site button to: • Email signatures • Website • Email campaigns Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  5. Reputation Management Social Media • 80% of shopper consult social media • 62% cited Facebook as best channel • 12% Pinterest • 11% Twitter Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  6. Reputation Management Social Media • Abundance of information to influence customers: • Customer conversations • Ability to share special events and incentives • Ability to add pictures (staff, customers, inventory) • Advertising opportunities • Customer reviews and Testimonials • And much more… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  7. Reputation Management Social Media • You must engage your customers in order to: • Encourage growth of your customer base • Maintain positive relationships • Increase brand recognition • Increase brand reach • Increase brand advocacy Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  8. Reputation Management Survey Emails • Common concerns about follow up emails: • Sending out too many different communications to customers • I’ll get too many negative reviews • These surveys will interfere with CSI surveys • In response to these concerns: • Customers enjoy sharing their opinions • Frequency of email communications can be monitored and controlled • Negative customers are 15.3% less likely to consent to having their review published online • On average, 93.42% of published monthly reviews are positive • Follow up surveys are set up to send prior to CSI surveys and have been shown to increase CSI scores Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  9. Reputation Management Follow Up Survey Emails CSI Surveys • Dealership branded, short surveys sent within 48 hours after a sales or service transaction • Opportunity to share experience with dealership and on 3rd party review sites • Able to quickly follow up with customer to resolve issues before CSI surveys • Can present opportunities to change dealer processes and improve customer experience • Impact to CSI surveys can be monitored • OEM branded, longer surveys sent about 10-14 days after a sales or service transaction • Measures multiple aspects of customer’s dealership experience • Provides data to allow dealers to make process improvements • Survey response rates are monitored monthly Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  10. Reputation Management Survey Emails Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  11. Reputation Management Survey Emails Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  12. Reputation Management Survey Emails Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  13. Reputation Management Response Handling • We’ve all seen how poorly customer feedback can be handled online… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  14. Reputation Management Response Handling • And we’ve all seen examples of how to properly handle responding to customer feedback online… Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  15. Reputation Management Response Handling • Why is it important to respond to all reviews? • Make sure customer issues don’t slip through the cracks • 95% of complaining customers will do business with you again if their concern is addressed • Effective responses increase positive loyalty behaviors by more than 20% • 21% of car buyers changed dealership selection based on review site interaction • Maintain positive relationships • Engage current and potential customers Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  16. Reputation Management Response Handling • Benefits to a response handling plan • All reviews are handled professionally and in a timely manner • Dealership is engaged with customer base • More time to focus on customers and day to day operation of the dealership • Improved review site ratings • Increased referrals Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  17. Reputation Management Response Handling Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  18. Reputation Management Recap • Key ways to increase customer satisfaction, loyalty, and overall dealership success: • Social media management • Customer follow up surveys • Response handling plan Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  19. Reputation Management Conclusion • People will talk about your dealership • Make sure you’re a part of the conversation, when it happens, where it happens Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

  20. Share an important takeaway you received from this session using hashtag #DD17 for a chance to win an iPad. Contact Info Full Name: Company: Job Title : Email: Twitter: Dan Malloy Naked Lime Marketing Product Manager Dmalloy@nakedlime.com @danielgmalloy

More Related