Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593

1. Managing your Digital Reputation
Matt Young
@cosmic_matty
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2. What is superfast business?
• Superfast Business is a European Funded programme of fully
funded business support for SMEs
• Delivered by Peninsula Enterprise, working with the Local
Authorities broadband rollout project
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3. Superfast Business Support
• Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
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Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service
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4. Support Available – 12 hours of support

5. Next Steps
1.
Register on our website (which incorporates the Knowledge
Hub). www.superfastbusiness.co.uk to unlock access to a range of
resources and materials
2.
Check your eligibility
3.
Let us know what areas of ICT and technology you might be interested
in
Developing an ICT strategy
Developing your ICT network/ infrastructure
Engaging new and existing customers
Collaboration
Client Relationship Management Systems
Flexible working
Moving your business to the Cloud
Business Continuity
4.
Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers
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6. http://www.youtube.com/watch?v=G7KZR9
NwKQQ

7. Stay up to date
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
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8. Managing your
Digital Reputation
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9. 1. Monitor your reputation
2. Respond – what to do when it goes wrong..
3. Be in control of your reputation
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10. Places to review
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11. • Use listening tools for sales opportunities and reputation
management
• Broadcast, but link back to your website & measure your
success
• Create a ‗content first‘ strategy. Create content and use many
times
• Look at video as an engagement tool
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12. How do consumers research??
• Meet up with a new client/consultant?
– Google them
• Booking a holiday/hotel/campsite?
– Look for reviews
• Buying a new car?
– Research it first – what car?
• Getting a builder?
– Check them out online
• Dating someone new?
– Check out on 192.com
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13. Who cares about Your Online Reputation?
• Consumers
• Business partners
• Stock holders
• Marketers
• Journalists
• Prospective employers/employees
• Co-workers
• Personal contacts
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14. 123people
• screenshot
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15. What is digital reputation?
• What appears when you type in a keyword search….
– First Name Surname (if unique)
– First name Surname, Location
– First name, surname, Business
– Business name
• Reputation =
– First page of Google results + Reviews + real time
social media
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16. Serco Internal

17. Google pulls
reviews from all
sorts of sites,
and posts them
under your
listing
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18. Make Managing Your Digital Reputation A Priority!!
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19. Monitor
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20. Old style. I‘m in
control
New
style, Anyone
can say
anything, at any
time….
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21. ‗Your digital reputation can be made or lost in a
few minutes – with only 140 characters.
Just as powerful, positive stories of good customer
service can quickly build a positive digital
reputation.‘
‘you want to know what is being said about you
after you leave the party’
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22. Your SERP ‘real estate’
• What‘s there for you?
• Any confusion with people of the same name?
• Any personal/professional crossover (winning a fishing
competition, planning notice?)
• Any bad news stories?
• Any bad reviews?
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23. Serco Internal

24. Serco Internal

25. –
–
–
–
–
–
–
–
First name Surname (if unique)
First name Surname, Location
First name, Surname, Business
Business name
Business name, location
Directors names
Revenue generating staff
Anything else? Your competitors?
Create a spreadsheet
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26. Serco Internal

27. Serco Internal

28. Samepoint.com
Set up
email
alerts
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29. Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan
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30. Hashtag ideas
Sector specific
Campaign specific
• #windpower
• #greenenergy
• #climatechange
Media specific
Geographic specific
• #journorequest
• #brixham
• #prrequest
• #devon
• #southdevon
• #devonhour
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31. Serco Internal

32. • Google Maps
•
•
•
•
Complete profile
Remove any old
profiles
Include 5 categories
Include reviews
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33. • How do we automate monitoring?
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34. • Monitor
– Your name
– Your brand
– Your Directors
– Set up queries
– Once a week
– Look at Google Alerts
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35. Serco Internal

36. TweetDeck/Hootsuite
Set up Searches …..
Visiting [brand]
[brand or product or people]
recommendations
[City] hotel recommendations
Need product[City]
Competitors
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37. Sign up to
receive an
email
notification
every time a
new review is
published for
your property.
‗Manage your
email
notifications‘
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38. Respond
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39. Why do customers leave???
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41. Serco Internal

42. Choice between two properties?
What % of people (interviewed) will choose the one with
reviews?
68%
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43. Trip Advisor: what‘s the average
rating given by reviewers?
3.9
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44. % of users Cancelled because they have found better reviews?
54%
“2010 Q4 Forrester/TripAdvisor Custom
Online Survey
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45. Serco Internal

46. • Problems – Someone has an issue with your product or service and has laid out
exactly what went wrong. This type of feedback is negative in the sense that it paints
your business in a poor light, but it can be helpful in exposing real problems that
need to be dealt with.
• Criticism – Even more helpful is when the comment comes with a suggestion
attached. Many customers — including some of your most loyal — will use social
media to suggest ways in which you can improve your product or service. While this
type of feedback may point out your flaws, and is thus negative, it can be extremely
helpful to receive.
• Attack – While the attack itself may not be merited, the issue that catalyzed it does
have merit in this type of negative feedback. Essentially, you or your company did
something wrong, and someone is angry. Usually TWO or more things have
happened to them
• Trolling – The difference between trolling and an attack are that trolls have no valid
reason for being angry at you. Also in this category are spammers, who will use a
negative comment about your product or service (whether true or not) to promote a
competing service.
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47. Serco Internal

48. The AIR of dealing with complaints
• Acknowledge
– Thank them, and explain that you will investigate, give
them a time frame if needed
• Investigate
– Investigate the issues, keep to the main issues not the
subplots.
• Respond offline and online
– Respond to the issues and describe what you have done
to change things so it will NEVER happen again
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49. • Write it all up in Word first
• Keep your tone even and professional
• Respect their right to complain
• Don‘t attack the person
• Only respond to the issues – not the sub-plots
• For Trip Advisor – needs to go in one response only
• Can‘t ask more questions (on TA)
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52. Why does it work?
• Samovar addressed specific issues raised by the reviewer – and
let her know that they are already working on these issues to
remedy and improve the customer experience.
• The terrific response is also capped off by an open invitation for
the reviewer to reach out to the business owner / manager
directly, with the encouragement to sound out more questions
and comments.
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53. You probably should not respond if…
• You are angry
• You want to point out your opponent’s flaws
• Your critic is nasty
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54. Respond to criticism
You should respond if…
•There was a misunderstanding or error
•You owe an apology
Customers give higher ratings when something went wrong, and made
things right than if nothing went wrong in the first place.
•You can help someone else
Defend others – it’s like money in the bank
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55. • Write it all up online, keep your tone even and professional
• Respect their right to complain
• Don‘t attack the person
• Only respond to the issue – not the sub-plots
• Ask questions if you need to
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56. If you don‘t want criticism……..don‘t court
criticism
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57. Think before you post!!!
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58. Try something different… Use Video
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61. • Taco Bell - a rumor spread
online questioning whether the
fast food chain used real beef in
its products. ―You don‘t want
people to even be questioning if
you‘re using beef in your tacos.‖
• Taco Bell president immediately
went to YouTube with his
response.
• They also contacted their over 7
million fans on Facebook and
~150k Twitter followers.
• As Dorie said, they already had
an army of people who were
favorably inclined toward Taco
Bell. ―They were able to quickly
reach them and dispel rumors.‖
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62. Don’t forget to respond to praise too
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63. Be (nearly) in control
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64. Improve your social media influence
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65. • Remember Social Media Profiles rank highly
Set up and fully populate (in your name and business name)
• LinkedIn profile (and business)
• Twitter profile – Bio is really important
• Facebook Page – any old pages? Delete or claim
• Tag yourself in Flickr photos
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66. • Create more content
– Include more web pages about you
– Upload more photos, title your name
– Include history of the business
– More information about you
– Press releases with your name in it (in text format)
• Get listed in directories
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67. • Create Blog Posts – in your name and domain name
• Be active in forums
– Trip Advisor destination forum
– Other forums, Net Mums
• Start to build online relationships with your
customers, create a community
– Creating a goodwill bank account
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68. Enhance Reputation
the Digital Thought Leader
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69. Start to dominate your real estate
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70. Creating communities
Keeping customers
through community
building:
River Cottage have
created a community that
has 36,000 subscribers
actively engaged…
Revenue from customers
that are engaged in a
company's community is
19 % higher on average
than from those that aren't.
Source: A Big Payoff from Online
Company Communities
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71. • Encourage good reviews
– Reminder cards, postcards, flyers, and emails, and review
collection widgets (on TA resources)
• Make a list of review sites for your business
•
•
•
•
•
www.ratethispark.co.uk
www.ukcampsite.co.uk
www.chycor.co.uk
www.holidaywatchdog.com
www.mybuilder.com
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72. Crisis Management
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73. Serco Internal

74. Social Media use during and after crisis –
how can it help, how can it assist recovery
of a business
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75. River Cottage Crisis
– Phone lines on-site were down – no communication
• Immediate Tweets to share info (and reassure)
• Twitter became the communication channel on which to develop
key messages, share updates and inform audiences
• Commitment to regular updates – follow-up
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76. Immediate decisions on priorities
1. Safety – staff and visitors on-site
2. Support for short-term/guests arriving that morning
3. Protecting long term bookings and business
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80. e positive’
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82. Handling the media
• Gathered interest from press and TV -local, regional, national
• Press became reliant on social media channels for updates
• News content driven by River Cottage staff and spokes-people
• River Cottage remained in control of the story and used
materials from social media
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83. Serco Internal

84. River Cottage Crisis
• Key Social Media use
– Twitter
• Short, sharp messages and updates
• Sharing photos and messages of support
– Blog
• Narrative and explanation
• Information about bookings, what to expect
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86. Business as usual – 2 weeks
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90. What happened?
- Follower numbers increased
– Interest and business support grew as a result
– Guest feedback on the new experience was highly positive and
supportive
– Reduced impact on business, speeded recovery
– Maintained reputation
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91. Serco Internal

92. 1.
Monitor
– Set up Alerts
– Monitor Social Media channels
2. Respond
– Respond to positive (some) and negative (all)
– When crisis strikes - use AiR
3. Be in control
–
–
–
Audit Social Media – and use it to build up goodwill
Develop more content on website, blog, PR
Add to review and forum sites
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93. Matt Young
Cosmic Ethical IT
@cosmic_matty
matt@cosmic.org.uk
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94. Serco Internal

95. Not all bad reviews are equal
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96. Good Trip Advisor response
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97. • Corinthia Hotels
monitoring mentions of our
hotel names, but also using
saved social searches to
monitor relevant conversations
and identify ways and
opportunities we can help.
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98. • 60% of respondents said that an aggressive Management
Response to a bad review made the hotel look worse in their
eyes.
• Customers give higher ratings when something went wrong,
and made things right than if nothing went wrong in the first
place.
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99. ‘In all the reviews I read ... this is the ONLY hotel whose
management took the time to respond to customer
reviews on TripAdvisor, whether positive or negative. My
impression is that this hotel is truly interested in hearing
about customer issues and very concerned about
improvements to its service and facility’
A TripAdvisor Member
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100. • How to respond to …
– TripAdvisor (same for all review sites)
– Twitter
– Facebook
– YouTube
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101. • Review posting ability
• Ensure you have tight rules
https://www.facebook.com/cocacola
• Respond publicly but move things to
private response (email) as soon as
possible.
• Give them an email address or
telephone number that you can
answer
• If appropriate follow up the response
to the complaint on Facebook after
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102. Serco Internal

103. Serco Internal

104. • Complaining about a brand on Twitter is relatively
easy (No sign in or verification & anonymous)
• Twitter‘s limited character count makes meaningful
conversation difficult
• ―This @business is terrible!‖
• ―Never buy from @business they treat customers
really bad‖
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105. 1. Address the tweet in one (or two) tweets
2. Try to take the conversation off the Twitter platform
so you can have a meaningful discussion
1.
2.
Ask them to follow you so you can DM (Direct Message)
Or specify an email address or phone number you can share
publicly on Twitter
3. If the complaints don‘t stop and you suspect the
comments may be from a fake account set up just
to harass you online, report the user to Twitter.
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106. 15 minutes later…..
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107. • Hashtags # - don‘t create a hashtag of your own to
respond to individual complaints.
• But, if users generate a hashtag around an issue,
include that hashtag in your replies can help spread
your response to interested and watching parties.
• #BTcrap @yourbusiness #fail – Check it out
• Keep your calm and be professional.
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108. Serco Internal

109. ‗Manage your listing‘ in
the top-right corner of
any page and follow
these steps:
– Click on the
‗Manage your
reviews‘ tab.
– Select ‗Respond to a
review.‘
– Choose the review
you would like to
respond to by
clicking on the radio
button
– Respond
– Click submit.
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