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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.

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Reputation Management: The Internet Doesn ’ t Forgive and Forget


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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 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

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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

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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

reputation management3
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

reputation management4
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

reputation management5
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

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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

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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

reputation management8
Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

reputation management9
Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

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Reputation Management

Survey Emails

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

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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

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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

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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

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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

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Reputation Management

Response Handling

Dan Malloy | Naked Lime Marketing | Product Manager | Dmalloy@nakedlime.com

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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

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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

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Dan Malloy

Naked Lime Marketing

Product Manager

Dmalloy@nakedlime.com

@danielgmalloy