Adm consulting reputation management v5

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Reputation
Management
Circa 2018
Improving and Protecting Your
Dealership’s Brand and Reputation
Presented by Ralph Paglia
Founder and Editor-in-Chief
AutomotiveDigitalMarketing.com

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Worked with 14 Manufacturers
76 of the Top 100
Over 4,000 dealerships
Experienced Team

4. Copyright Do NOT shop at
This Dealership!
This billboard was in front
of your dealership?
This article was run in your local
newspaper?
What Would You Do If…

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OR
Which Reviews will more customers see?
Internet
Less than 10% use the paper
Over 90% of consumers use
the internet
(avg Google maps listing shown 15k per month)
Newspaper

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Which Dealership
Would You Choose?
•4.5 of 5 stars
•18 reviews
•Owner verified listing
•Custom comments
•Aggregated positive reviews
Dealer A Dealer B
•1 of 5 stars
“BEWARE: CROOKED PEOPLE
RIP OFF CITY!!!!!!”

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What is Reputation Management?
There are four common ways consumers
learn about a dealership’s reputation:
1. Search Engines
2. Review Websites
3. Social Networks
4. Blogs & Forums
What is Reputation Management?

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Customer Experience
1. Search Engines
2. Review Websites
3. Social Networks
4. Blogs & Forums
What do
prospective
customers see
when they search
for your dealership
by name?

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1. Search Engines

10. WHAT IS ON PAGE ONE?
• Google Maps
• Reviews
• Social Networks
• MicroSites/Blogs
• Competitors
• Lead Providers
Dealers must control Google
page one to avoid the risk of
negative reputation impact.

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“Awful and Rude”
“Would not send my enemy to ABC Dealer”
“the GM was testy, arrogant, snotty and unprofessional”
Search Engine Results Page (SERP)
[Dealers Name Redacted]

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Controlled
Pages are the
First 7 results
on the SERP

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Dealer
Controlled
Pages are
100% of
SERP
Except for
PPC Ads

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2. Review Websites

15. 2. Review Websites
“I will NEVER buy a car
from there again and will
be spreading the word
like wildfire in every
avenue that I can.”
TIP 1:
Share Positive Reviews on Facebook
TIP 2:
Helpful Review?

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DealerRater.com

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Bottom Line Strategy
Dealers need a reputation management strategy and process to
protect and promote their reputation on Page One SERP for their
name query by:
1. Controlling Page One for their dealership name and
market/brand searches
2. Improve their reviews by inviting positive reviews and
correcting negative ones – Automated Email to Sales
and Service Customers
3. Voting for positive reviews and sharing them with their
network – Get Majority of employees involved
4. Integrating Reviews into the Dealership’s marketing content
5. Publishing and Posting Helpful Articles and Infographics

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3. Social Networks

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Turn On Your Facebook Reviews Tab!

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Set To Allow Visitors to Review Dealership

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Make Sure Reviews are On, Place at Top!

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Get The FB Reviews Tab URL – Point Custom URL To It

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Drop FB Reviews URL Into Your Timeline

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At The Top Of Your Facebook Page

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Who Reviewed Power Ford on Facebook First?

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Power Ford was a lot more accomodating

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Customers for Life

29. 4. Micro-Sites, Blogs & Communities
When customer's Google some dealerships they find their dealership's blog. In addition to positive promotion, it fills a
slot on Google Page one to help dominate the results.
3. Blogs & Communities

30. Reputation Management Diagnostic
Rate your dealership 1-10 and define what you need to do to become a 10
Does your Dealership have…
Rate
1-10
Actions Needed to be a 10
A clearly defined Reputation Management Plan?
A dedicated Reputation Management Champion?
A step-by-step Reputation Management Process?
Accurate registrations with all major review sites with all major review
websites?
Updated dealership info on all major review sites with positive descriptions,
photos, videos?
Employees which are educated on dealership reputation management
strategy & process?
An effective process to ask satisfied customers to share their positive
experience on review websites?
A process to take customers pictures with their new vehicle and send it to
them along with instructions for posting a positive review?
A reputation management website that educates customers how to give you
a positive review?

31. Reputation Management Diagnostic
Rate your Dealership 1-10 and define what you need to do to become a 10
Does your Dealership have…
Rate
1-10
Actions Needed to be a 10
An effective email & phone follow up process to remind customers to share
positive reviews?
A process to monitor all reviews and comments about the dealership online?
A process to contact and correct customer problems so reviews can be made
positive?
Control of all the Google page one results for your dealerships name?
Optimize positive videos of the dealership so they appear on page one
results?
Optimize positive press so it appears on page one for dealership search
results?
A process to post positive content on social networks (pictures/videos of
customers)?
Ask customers to join your social networks and share their positive
experience?
Post positive content on blogs and local communities that help consumers
rather than only trying sell them (tips & tutorials)?

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Reputation Management Plan

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Reputation Management Goals
A Winning Reputation Management Strategy
The right strategy begins with clearly defined goals and objectives.
Goals
1. Search Results Management: To have positive search results on Google page one search
results for the dealerships name and the executives
2. Review Website Management: To have positive reviews on all major review websites
3. Social Media Management: To have positive content distributed through the top social
networks about the dealership and the executives
4. Blog & Forum Management: To have positive content distributed through the top blogs and
forums about the dealership and the executives
Strategy
The right strategy includes the right people, process, tools and training.

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Search Results Management
Goal #1: Search Results Management
Own Google Page One SERP for:
• Dealership Name
• Dealer Name
Fill Page One Results with Sites you control
Dealerships optimize their Google page one results for their own name to ensure positive content on page
one results with multiple websites including:
1. Their main dealership website
2. Websites that have a lot of search authority
3. Microsites & Blogs
4. Social Media web pages (Facebook and LinkedIn)
5. YouTube
6. File Sharing sites like www.SlideShare.net
7. Press Releases
8. Non profits, universities, hospitals
9. www.AutomotiveDigitalMarketing.com

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Goal is to populate SERP with sites you control

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Review Site Management
Goal #2: Review Site Management
To have positive reviews on all major review websites, claim, edit or place yourself on the
appropriate sites. Dealership encourages and equips customers to post positive reviews
on top review sites:
1. Google Maps
2. DealerRater.com
3. Yelp.com
4. Cars.com
5. Insiderpages.com
6. Merchantcircle.com
7. Local.yahoo.com
8. Citysearch.com
9. Superpages.com
10. Judysbook.com or Kudzu.com

37. A Google Map Page is a webpage for every place in the world,
aggregating all the relevant information about it. Google Maps carries
the strongest search authority in all review sites. Only reviews
generated directly on Google Maps get star rankings.

39. Yelp is an online urban city guide that helps people find cool places to eat, shop,
drink, relax and play. The popularity of Yelp has forced change in Google's Review
policies. This site needs to be in your top 3 for management.

40. Insider Pages has millions of reviews on local businesses in your
community. Insider Pages indexes well and carries significant weight.

41. Merchant Circle is the largest social network of local business owners in the
nation, combining social networking features with customizable web listings that
allow local merchants to attract new customers. Merchant Circle is an online
networking opportunity for local business. Think Chamber of Commerce mixer.
You can offer specials/coupons to members and join the circle or networks of
other businesses.

42. Local guide to businesses, reviews and local events. Aggregates data from
multiple sources.

43. City Search is the essential local guide for living bigger, better and smarter in
your city. Covering more than 75,000 locations nationwide, City Searches
provides editorial recommendations, candid user comments and expert advice
from local businesses

44. Superpages.com is a local expert resource for finding information on businesses
from driving directions and hours of operation to Web links and customer reviews.

45. Judy’s Book is a social search tool to help you give and receive
recommendations on local businesses, services, and day-to-day needs.

46. Social Media Management
Goal:
Attract and engage more fans that actively promote
your dealership to their friends.
Strategy:
Use viral promotions to attract more fans and upload
valuable content that builds your dealerships brand
and connection with its fans.
Tactic:
Conduct viral contests that incent people to share with
their friends. Create and promote positive content that
is interesting and easy for fans to promote to others in
their network.
Goal #3
To have positive content distributed through Top Social Networks. Turn fans into customers and customers into Fans who promote you to
their freinds
Reputation on Social Networks
Dealerships create custom pages on the top social networks and actively create content that promotes the dealership in a positive light and
appear on Google page one results for your dealerships name due t their search authority.
Facebook is a Social Media tool with a lot of search authority. Google likes Facebook because it provides real time content.

47. Goal:
Influence and affect online dialogue to create positive
reviews on Social Media Sites.
Strategy:
Listen, Monitor, Participate, Engage and Connect with
the Community.
Tactic:
Read what consumers are saying about your brand.
Use this information to change or encourage behavior
within the store.
Communicate, respond talk to your consumers thank
them for kind words and work to resolve problems.
Participate in community discussions. Be helpful.
Remember, this is a two way conversation. Picture
yourself at a cocktail party, not behind a monitor. Be
nice.
Twitter is a Social Media tool with a lot of search authority. Google likes Twitter because it
provides real time content.
Social Media Management

48. Blog & Forum Management
Goal #4
To have positive content distributed through one more slot filled with positive content on Google Page One results.
Reputation on Blogs & Communities:
Dealership creates positive content that is educational, informative, helpful and full of keywords. Examples include
community involvement, advice, suggestions, helpful facts and tips. If blogs are built properly and optimized for your
dealerships name, they will also appear on Google page one for your dealerships name. WordPress and Ning are two
popular platforms for building social sites.

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Reputation Management
Process
Phase 1:
Get Ready
Phase 2:
Ask Favor
Phase 3:
Follow Up

50. Reputation Management Process
Everyone in the dealership should know what the Reputation Management process is and how it
works. Below is a summary of a process you can use at your dealership.
Phase Process
Phase 1
GET READY
Build a Reputation Management Website that gives simple instructions for posting a review. Example:
www.DealerReviews.com
Create a small post card that gives instructions to consumers to post positive reviews. The easiest message
is to send them to your www.DealerReviews.com
Create email templates to follow up with a reminder to visit the website and submit the reviews
Create a phone guide to follow up with a friendly reminder to thank the customer for their business and to
remind them about the positive review
Phase 2
REQUEST REVIEW
At the time customer is taking delivery of their vehicle or paying for service repair, confirm their satisfaction
and ask them to share their opinion on review sites
Ask for permission to email and call the customer with a friendly reminder
Gather happy customers email, cell phone so you can follow up with a reminder
Give happy customers a reputation management post card with instructions
Phase 3
FOLLOW UP
Send email with instructions to visit website and post review
If review is not posted within 3 days send another friendly reminder
If review is not posted in 5 days call the customer

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Reputation Management Tools
Post Cards
The benefit of a post card is they are small, portable and serve as quick reminder. The con is the URL
goes to the home page and requires the consumer to navigate to find the appropriate page to
complete the review.

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Reputation Management Challenges & Solutions
Challenges Solutions
Not Requesting Enough Reviews Implement and Inspect process
Responding To Negative Reviews
Talk to employee in question; determine resolution; contact customer; ask
them to update review
Premium Google Page One Placement - Positive Reviews
Monitor; Listen; Respond. “Like” good reviews. Create websites that are
optimized for your name or create pages on other high ranking sites for your
name
Burying Negative Reviews On Google Page 2
Create positive websites and pages on high ranking sites to push down
negative review sites
Getting Reviews On Sites That Require Customer Registration/Log In
Direct traffic to ILoveABCMotors.com and include directions to different
review sites that you rotate on the site
Getting Buy-In From Dealership Personnel
Train; show value; have salesperson or service advisor Google their own
name and “see themselves” mentioned in review 
Global Black Listing On Review Sites
Do not complete reviews within dealership or on dealership laptops.
Train staff right way to do it the RIGHT WAY.
Positive Reviews “Disappearing”
As review sites often change their rules and policies to maintain Search
Authority with relevant content. (example, one site dropped all reviews that
came from in-active content writers)
Unreasonable Negative Reviews
Contact Review Site if review in content is libel; slander or inaccurate. Cease
& Desist Letter after you have attempted to contact customer.
Lack of Focus Appoint a Reputation Management Champion or outsource the position
Staying Current In Social Media
Sign up for industry communities like ADM, DrivingSales, DealerRefresh &
DealerElite.net

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Reputation Management Action Plan
Define Your
Reputation
Management
Action Plan

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Reputation Management Action Plan
Appoint Dedicated
Reputation Management
Champion

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Reputation Management Action Plan
Implement a step-by-step
Reputation Management
Daily Tactics and Process

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Reputation Management Action Plan
Register with all major
review websites
(Claim your Dealership)

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Reputation Management Action Plan
Update dealership info on all
major review sites with positive
descriptions, photos, videos,
Links to specific pages in
dealership’s website

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Reputation Management Action Plan
Train all employees so they are
educated on dealerships
reputation management
strategy and process

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Reputation Management Action Plan
Implement effective process to
ask satisfied customers to share
their positive experience on
review websites

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Reputation Management Action Plan
Implement a process to take
customers pictures with their
new vehicle and send it to them
along with instructions for
posting a positive review

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Reputation Management Action Plan
Create a reputation
management web page that
educates customers how to give
your dealership a positive review

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Reputation Management Action Plan
Implement effective email &
phone follow up process to
remind customers to share
positive reviews

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Reputation Management Action Plan
Every dealership employee to
call 3 customers today and
solicit a positive review. GM,
GSM, Service Director, Advisors,
Desk Managers etc...
Every employee to get
3 reviews today.

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Reputation Management Action Plan
Implement a process to contact
and correct customer problems
so reviews can be made positive

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Reputation Management Action Plan
Control of all the Google SERP
page one results for your
dealership’s name

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ADM Consulting, LLC
APPENDIX

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Review Site Management Tools
Face to Face Review Request:
“We want to make sure you have a 5 star experience with me and everyone at the dealership. How was everything?
Is there anything else we can do to make your experience better?
If customer responds with anything negative, work to immediately resolve and make them happy.
Once the customer is able to say they are happy ask them for a review. “That is great because most of our business comes from
word of mouth and our reputation in the area. If it is not too much to ask, would you mind writing a review of your experience with
me and our dealership?
If customer says yes…
“to make it easy for you we built a website called www.ParagonHondaReviews.com”
Can I email you a link to it?
If yes - What is your primary email address?
Thanks! Is it ok if I follow up to make sure you received my email?
Oh, and here is a post card with the website address to our review website, www.ParagonHondaReviews.com.
You can visit there any time that is convenient for you.

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Review Site Management Tools
Email Templates
The benefit of the email template is that it’s very consumer friendly. It allows for deep link to appropriate
page on review sites. It is another opportunity to thank the customer for their business and solicit reviews.
Use pre-written email templates to:
1. Thank Customer for their business again
2. Confirm they are completely satisfied
3. Ask them to call if they need anything
4. Attach a photo of them and their vehicle (for sales) if you took one with your phone camera
5. Remind them to give a positive review with instructions to the website,
www.ILoveDealerName.com
Example Email Template
Dear Customer,
I have attached the picture I took of you and your car from my camera phone.
Thanks again for allowing me to serve you today. Please let me know if there is anything else I can do for you.
As promised, here is a link to the website where you can share your opinion of me and our dealership:
www.ABCDealerReveiws.com.
I know your very busy so thank you so much for offering to do this for me, I really appreciate it.
Sincerely,
Your Name

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Reputation Management Tools
Phone Guides
Many successful dealerships use phone guides to ensure their customer calls are more
effective.
While making the dealerships normal follow up call the dealerships will:
1. Thank the customer for their business
2. See if they can answer any questions or help in any way
3. Confirm their satisfaction
4. Ask customer if they would share their positive experience with others on your
reputation management site
5. Remind them to go to www.DealerReviews.com

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Reputation Management Tools
First Party Phone Guide
Hi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. How is everything with your car?
Is there anything I can do to help you?
I also wanted to check to see if you received the email I sent you with the link to the review website...
Sometimes my emails sometimes get caught in peoples spam filters.
If yes, great… i know your busy, but when you get a moment, please post a review of your experience at our dealership, we would
greatly appreciate it, and I would personally be quite grateful.
No… You did not see it?!?! OK, I will send it again right now and you can always visit the website directly at
www.DealerReviews.com -- I know you’re very busy and I want you to know I really appreciate you doing this for me.
Third Party Phone Guide
Hi, this is ______calling from ABC Dealership. May I speak with ________. Hi, _______. I am the customer service manager at
the dealership and I want to make sure you are completely satisfied with your experience with us.
How was your experience? Is there anything I can do to help you?
If you had to rate your experience 1-5, how would you rate it?
If less than 5 - How can we make it a 5? (make it a 5)
If a 5 - That is great because most of our business comes from word of mouth and our reputation in the community. If it is not too
much to ask, would you mind writing a review about your experience on the web?
If yes – to make it easy for you just visit www.DealerReviews.com and there are simple instructions on where you can share your
opinion with the world.
I know you must be very busy, so thank you for considering taking the time… and please call us any time if there is anything we
can do to help.
Have a great day. Goodbye.

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Reputation Management People
People
Appoint a Reputation Management Champion within your store. This person is responsible for educating the dealership;
monitoring and correcting negative reviews and encouraging positive reviews. Your Reputation Management Champion
will follow a process to Identify, Encourage and Equip customers to submit positive reviews
The job description for the Reputation Management Champion is simple:
Attract, Sell, Service, and Retain more customers thru a positive online reputation.
Objective #1
Showcase positive reviews by making visible to all consumers on all major search engines and review sites.
Objective #2
Generate as many reviews (of all types) as possible
Objective #3
Monitor ALL REVIEWS and COMMENTS, Publicly Respond and Privately Resolve negative customer concerns
Objective #4
Dispute negative reviews that cannot be resolved with unreasonable customers

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Pro’s Con’s
Enforce behavior Easily fabricated
Create habits Global black-listing
Pay plans can enforce behavior and create good habits. However, they also create
shadow systems that often result in fabricated reviews that get dealerships blacklisted
on the review sites. Not only will your dealership be blocked from review submissions,
you will be broadcasted as being blocked due to fraudulent reviews. Consumers will
literally see a message that reviews cannot be submitted for this dealership due to
fraudulent submission of reviews from said dealer. Most Review sites track IP
addresses; verify user info; require registration etc. DO NOT under any
circumstances write reviews on your customer’s behalf or
submit them from the dealership!
Below are the pros and cons of incentivizing positive reviews...
Reputation Management and Pay Plans

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http://SocialMedia.PolicyTool.net
Policy Creation Tool for Social Media

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http://socialmedia.policytool.net

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