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Review & Reputation Management

Review & Reputation Management. What Is Reputation Management. The practice of understanding and influencing the consumers perception of a business or brand. Most of us would understand it as Public Relations. What Is Reputation Management.

brendan-dudley
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Review & Reputation Management

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  1. Review & Reputation Management

  2. What Is Reputation Management The practice of understanding and influencing the consumers perception of a business or brand. Most of us would understand it as Public Relations

  3. What Is Reputation Management With the advent of the internet and social media, public relations/reputation management has become a primary issue due to search engine rankings. This has led to practice called Astrotrufing.

  4. Reputation Management What the heck is Astrotrufing? Astroturfing occurs when an organization or individual presents information or opinions on a subject without disclosing that they have been reimbursed for their statements in an intentional effort to give the appearance of an organic source. Astroturfing is intended to give the statements the credibility of an independent entity, by withholding information about the source's financial connection.

  5. Reputation Management The FTC has jurisdiction over Astroturfing as part of its charter to regulate “unfair or deceptive acts or practices in or effecting commerce”. The goal is to ensure that any financial connection is disclosed to potential consumers. Recall the news about affiliates and or bloggers being required to state they stand to gain financially if a site visitor makes a purchase? Especially if the content is a review or testimonial about a product.

  6. Reputation Management Definition and Objectives: Reputation management is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback to gain insight or get early warning signals to reputation problems. Most of reputation management is focused on pushing down negative search results. Reputation management may attempt to bridge the gap between how a company perceives itself and how others view it. Online reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of emphasizing positive coverage rather than negative reviews or feedback. Doing reputation management for individuals is often referred to as online identity management (OIM), online image management, online personal branding or personal reputation management (PRM).

  7. Reputation Management Ethics: • No industry set of best practices. • It’s not always clear where to draw the line concerning, disclosure, Astroturfing, and censorship. • It’s the WILD WILD WEST!

  8. Reputation Management Most used methods in Online Reputation Management today. • Monitoring the internet for negative reviews. “Alerts” • Profile creation on social sites. (Inoculation) • Content syndication to suppress negative reviews that rank high. • Astrotrufing – Paid Reviews – Fake Reviews – Reviews by Proxy

  9. Monitoring the Internet for Negative Reviews. • Google Alerts or Me on the Web • This is a feature used in gmail and it lets you set up alerts based on keywords you want to monitor. Keywords, Business Name, etc. Delayed crawling = delayed alerts. • Not 100% accurate if the brand or business name isn’t mentioned it won’t trigger an alert. • Most Reputation services use this feature or something similar.

  10. Most used methods in Online Reputation Management today. Profile Creation on Social sites. (Inoculation) This is referred to my most companies as Inoculation. It involves creating branded profiles on as many web sites as possible. Usually the target sites are business listing and social sites. The goal is to prevent others from creating profiles that use the clients business name or brand that could be used maliciously.

  11. Most Used Methods in Online Reputation Management Today. Content syndication to suppress negative reviews that rank high. This type of content can consist of Press releases but it’s mainly content syndicated to sites that spin the business in a positive light. Then the SEO back linking starts in an attempt to rank the content above high ranking negative search results. Google is on to this activity and it won’t last much longer.

  12. Most Used Methods in Online Reputation Management Today. Astrotrufing Paid Reviews – Fake Reviews - Reviews by Proxy This is a dangerous and illegal activity which is regulated in the U.S and EU by law. • Fake reviews needs no explanation. Illegal. • Paid and Proxy Reviews. Any material connection between entities must be disclosed by law on the actual review. Not doing so is Illegal. Don’t expose your clients or your own business to legal ramifications, it’s not worth it.

  13. Reputation ManagementThe Darker Side • There is a dark side to reputation management. • Reputation firm has main site from which it sells management services. • Same firm also owns review sites where users post feedback about customer experiences. • Firm finds unsuspecting businesses and then post’s negative reviews on the sites they own. • Sends unsolicited email to business warning that they’ve found very negative reviews about the business and for a price can get them 100% removed. • Business is alarmed and pays hundreds if not thousands of dollars. Reputation firm waits a few days then simply logs into the site they already own and deletes the reivews. • Many firms make false claims that reviews on sites like Google and Yelp can be completely removed. Wrong!!! • Educate your client on these tactics so they know what to look for!

  14. The Importance of Reviews Online • A highly-rated product will increase the likelihood of purchase for 55% of consumers.Econsultancy - July 2010 • 45% say they are influenced a fair amount or a great deal by reviews on social sites from people they follow (46% say reviews in newspaper or magazine influence them.)Harris Poll - April 2010 • 70% consult reviews or ratings before purchasing.BusinessWeek - October 2008

  15. The Importance of Reviews Online • 97% of UK consumers are willing to trust online reviews, and over two thirds rated product ratings and reviews as the most helpful feature when researching products to buy online or on the high street.eSpares.co.uk - August 2009 • 75% of the reviews posted on review websites are positive.Whose View - June 2009 • 41% of respondents said they read between four and seven reviews in 2010 before they felt comfortable with a purchase.PowerReviews - April 2010

  16. The Importance of Reviews Online • 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.CompUSA and an iPerception - June 2010 • 71% of online shoppers read reviews, making it the most widely read consumer-generated content.Forrester - January 2010

  17. The Importance of Reviews Online • 90% of unhappy clients will not do business with the same company again.Rate Point - January 2010 • 95% of unhappy customers will return if an issue is resolved quickly and efficiently.National Association of Retail Marketing Services - January 2010

  18. The Importance of Reviews Online • Reviews drive 21% higher purchase satisfaction and 18% higher loyalty.Foresee Results Study - January 2007 • 92% deemed customer reviews as "extremely" or "very" helpful.eTailing Group - January 2010 • 92% deemed customer reviews as "extremely" or "very" helpful.eTailing Group - January 2010

  19. The Importance of Reviews Online • Among first-time buyers on review-equipped sites, 42% said they were the primary factor.Foresee Results Study - January 2010 • 92.5% of adults said they regularly or occasionally research products online before buying them in a store.BIGresearch - January 2010

  20. The Importance of Reviews Online • 71 percent agreeing that consumer reviews make them more comfortable that they are buying the right product.Nielsen Online HOliday Survey - December 2008 • As of October 2008, almost half of US online adults read ratings and reviews at least once a month, and 19% post them.Forrester - October 2008 • 31% of reviewers contribute to social shopping sites to feel like part of a community.digital buzz - March 2010

  21. The Importance of Reviews Online • Ratings and Reviews is the second most important site feature behind search.Jupiter Research - January 2010 • Customer Reviews create 74% increase in product conversion.PowerReviews - June 2009 • Customer Reviews have a 10% increase in product page views within just 2 days of launching reviews.PowerReviews - March 2009

  22. The Importance of Reviews Online • When asked how much they would be willing to pay for a service based on the quality of the service, consumers were willing to pay up to 99% more for an Excellent (5 star) rating than for a Good (4 star rating), depending on the product category.Kelsey Group - October 2007 WOW!!!

  23. Proactive or ReactiveReputation Management? We’ve mainly just discussed reactive methods. Monitoring and content syndication. Content syndication is usually done if existing negative reviews exist online or it is sprung into action when a new negative review pops up online. However, the damage is already done once the bad review is there. This is the big pitfall to managing online reputation.

  24. Proactive or ReactiveReputation Management? • Proactive Reputation Management. Setting up systems that leverage a businesses existing customer base and site traffic to intercept potential negative reviews before users have the chance to put them online. Instant notification through these systems affords business owners to initiate a conversation with unhappy customers and rectify the problem. Unhappy customers return and become fans because the business actually had systems in place to quickly respond and fix problems.

  25. Proactive or ReactiveReputation Management? What should we use? Proactive and Reactive? The answer lies in using both methods to gain as much coverage as possible. However we can’t condone any type of Astrotrufing, reviews by proxy or fake reviews. Keep it legal and disclose any connection if you post reviews on behalf of clients. Use alerts and wherever permitted on a review site engage and respond to negative reviews online. NEVER argue or accuse, remain professional and diplomatic when responding online.

  26. The Secret Ninja Tactic I Promised! • Did you know you can get your clients actual web site to appear in their Local Plus listing, • Right here:

  27. Here’s How Its DoneIt’s insanely simple you’ll kick yourself! • This is how it’s done for those using Wordpress sites for clients. • Go to the free WP repository and search for a free plug in called, WP Customer Reviews. • Simply install it and set up a Reviews Page on the clients site. • Ask client to have customers onsite fill out a comment card with a review and to also include their name. Ensure comment card notes that the review will be used on the businesses web site. • Include on the card 5 stars, you’ll need that for the plug in. • Once you’ve collected some review cards you just post them to the review page on your clients site. • This plug in uses hReview and microformat so Google picks it up and will insert it into the “Reviews from Around the web section of your clients Local Plus profile! AWESOME AND SO SIMPLE!

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