Help my customers are talking about me

HELP!
People are talking
about us online
Online Reputation
Management and YOU

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

The Story from click to mortar
November 2009

Now

Wine consumer with a vision

Two businesses

Unknown in wine blogging
community

Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country

0 page views per month

Close to 20,000 page views per
month

0 Facebook fans

5000 Facebook fans

0 LinkedIn connections

2500 local connections

0 Twitter followers

10800 Twitter followers

0 YouTube Videos

160 Videos (20,000 views)

0 Blog posts

500 posts


•5 Wineries 40 Wines 1 Location
•Co-op business model
•Event facility (3000 sq ft)
•Future expansion
•Voted “Best new biz in 2011”
•Featured in Alaska Airlines
Magazine and on MSNBC.com


•Author
•Seminar Leader
•Consultant
•Build affordable template based web sites
•Manage businesses online content


Today’s Agenda
1. The Word of Mouth Revolution
2. Whose Voice is Louder
3. The Anatomy of Reputation
4. Listening is as Important as Marketing
5. Online Review Sites

6. Dealing with Negative Reviews
7. Taking Action Now
8. Q&A


Word of Mouth
The Revolution of Online Engagement
•50-67% of all searches are done from
a smart phone
•61% of global Internet users research
products online.
•78% of consumers trust peer
recommendations.
•Only 14% trust advertising
•89% of US buyers read consumer
reviews before they purchase
•51% of Facebook user are more likely
to buy from a brand they LIKE
•67% of Twitter users are more likely
to buy from a brand they FOLLOW

Word of Mouth


Word of Mouth
•Number of travel bookings made on the
internet each year? 148 million
•Percentage of all travel booked online? 57%
•Percentage of same day hotel reservations
made on a smart phone? 65%
Internet Source of Hotel Booking
•Brand Website – 65%
•Merchant site (Expedia, Travelocity) 19.5%
•Priceline – 11.3%
http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/

The Value of a Fan


Who is Talking About You?
YOUR CUSTOMERS
They are sharing their experiences
through formal reviews, blog
posts, and social shares
YOUR PROSPECTS
They are asking about you, reading
reviews, and talking about their
upcoming experiences
YOUR COMPETITORS
They are inserting themselves in
your prospects inquiries and some
are writing about you online
(directly or indirectly)

Who is Talking About You?
Who’s Voice is
Speaking Louder?

What YOU say about
YOU or what others
say about you?

The Anatomy of Reputation


Search Engines are Reputation Engines


Search Engines are Reputation Engines

Content is
king, take
ownership of your
content with a
focus on search
engine marketing


Social builds relationships and
customer loyalty

“Attention is the currency
of social media. Capturing
attention leads to
interest, desire and then
action.”
Sales funnel starts over
again with advocacy

1 BILLION ACCOUNTS

600 M
users

220 M
users

200 M
users

40 M
users


Social builds relationships and
customer loyalty

Marketing is no
longer about the
stuff that you make,
but about the stories
you tell ~ Seth Godin

Harness the power of press releases
and traditional media mentions

•Traditional media mentions still carry
great power
•Write press releases (and put them on
your blog)
•Media mentions with links to your
website increase web credibility
•Traditional media is LOOKING for news
•Set up Google Alerts


Harness the power of press releases
and traditional media mentions


Word of mouth marketing will always be the most powerful form of
marketing. Are you listening?


Listening is as Important
as Marketing


Listening is as Important
as Marketing
•Where we are doing good?
•Where we need to improve?
•Who our audience / customer
base is?
•What our customers need want?
•Where we may need to do
damage control?


Online Review Sites
Where Should You Be Listening


Online Review Sites

•Yelp
•Trip Advisor
•Hotel Sites
•Hotels.com
•Travelocity
•Priceline
•Google Places
•Foursquare

•Facebook
•Twitter
•LinkedIn
•Blogs

•Your Web Site
•Better Business Bureau
•Consumer Reports
•Industry Specific


Dealing with Negative Reviews

•Is there merit?
•If not ask for facts and correction
•If yes offer to discuss and correct
•Be ready to respond
•Results can be loyal ambassadors

Bad reviews are an
opportunity for growth
and changing perceptions

What is Next?


What is Next?
Optimize your Brand Online

•Text (BLOG)
•Images
•Video
•Audio
•Content Marketing

Take Control of Your
SERP (Search Engine
Result Page)

What is Next?
Monitor Mentions

FREE
•Google Alerts
•SocialMention.com
•Mention.net

IN DEPTH
•ReviewPro.com
•TrackUR.com

Listen and respond

What is Next?
Promote Customer Reviews

•Send customers email link
•In house signage
•Testimonials on your website
•Make it easy

Take initiative and
ownership to encourage
customer reviews

What is Next?
Respond

•Quickly
•Personally
•Appropriately

Deepen positive
experiences and address
negative experiences


Q&A

Contact Info
mayhem@nectarmedia.co
509.869.1572
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co

@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia

Help my customers are talking about me

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