Building a Better Online Reputation
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- Garey Barnett
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1 Building a Better Online Reputation BRANDI TOWNS, DIRECTOR CONTENT STRATEGY, REPUTATION & SOCIAL, BTOWNS@GLYNNDEVINS.COM JONATHAN HURST- SNEH, DIGITAL UX MANAGER, JHURST- SNEH@GLYNNDEVINS.COM
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3 The Buying Process Has Changed LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
4 What Impacts Your Online Reputation? LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
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8 Community Response? LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
9 10 TIPS: Building a Stronger Online Reputation LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
10 Proactive Planning 01.
11 Who in your organization is responsible for responding to online reviews and social media comments? What s your plan if the fruit stand issue would happen at your community? Do you want to increase your average star rating on Yelp? Are you creating and sharing content about your community on a regular basis?
12 Start With An Audit 02.
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14 Measure Perception Offline LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
15 Keep Tabs On Competitors 03.
16 Quantity of Reviews Ratings/Sentiment/Context Social Media Presence Response from Community Leadership
17 Claim/Update Directories and Local Listings 04.
18 The Local Search Ecosystem (United States) LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
19 Listing Data NAP Info accuracy and consistency is key When search engines see conflicting information, it hurts your local search visibility Include high-quality description, accurate categories, interesting images, informative videos, website URL, business hours
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24 SIRI ON APPLE DEVICES POWERED BY YELP.
25 Nominate Your Champions 05.
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28 Encourage Positive Reviews 06.
29 Online Reviews Over Time LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
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31 Engage With Your Audience 07.
32 Connect With Social Influencers LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
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34 Use Digital Tools to Automate the Process 08.
35 Get Alerts When New Reviews Are Added LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
36 Monitor Reviews In One Place LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
37 Request Review Tool LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
38 Onsite Review Tool for Computers & Mobile Devices LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
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40 A Free Tool: LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
41 A Free Tool: Limited Site Monitoring LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
42 A Free Tool: Alerts + the Ability to Spy LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
43 Develop a Digital Customer Care Strategy 09.
44 Share Your Story Across Multiple Channels 10.
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46 Why Should You Care About Online Reviews? LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
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48 Responding to Online Reviews LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
49 ACKNOWLEDGE (BOTH POSITIVE & NEGATIVE) BE SINCERE, NOT AGGRESSIVE TAKE ACTION TO REMEDY THE ISSUE (IF ANY) CONTINUE TO MONITOR & SOLICIT POSITIVE REVIEWS GENERATE POSITIVE CONTENT ACROSS ALL PLATFORMS TAKE TOUCHY SUBJECTS OFFLINE
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54 Frequently Asked Questions We have a new review on Yelp and want to respond. How do we do that? I noticed a review from two years ago. Should we respond? Can employees leave reviews about our community? This review is terrible. How do we get it removed? What s the best way to ask for reviews? A resident left a review on Yelp but it s not showing up. Why? Can I upload a testimonial or letter we received from a family member?
55 All of your marketing efforts lead ACIs and potential residents to learn more about you online. LeadingAge Michigan & PACE Association of Michigan ~ 2016 Annual Conference
56 Goals 1. Better search results listings with more reviews show higher in the search results and are more likely to be clicked by users. 2. Get reviews over time, on a continuous basis. 3. Grow volume of positive reviews balance any negative reviews. 4. Diversify reviews across multiple sites. 5. Reviews are happening be part of the conversation. Show interest, use feedback to improve.
57 Questions? BRANDI TOWNS DIRECTOR CONTENT STRATEGY, REPUTATION & SOCIAL JONATHAN HURST-SNEH DIGITAL UX MANAGER
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