20 January 2021
Author: Daniel Lally
Reputation management is key to defending the brand you’ve worked so hard to build. The most visible aspect of reputation management is how customers see you respond to negative reviews and comments. Responding to negative online reviews is one of the more nuanced and, at times, nerve-racking challenges of a successful social media program. Your brand, whether you’re selling confections or construction equipment, ultimately serves customers. Customers are people. And sometimes people are disappointed, unreasonable or just want to get some attention for being the squeaky wheel. It comes with the territory. In fact, online reputation management was one of the greatest obstacles to traditional companies adopting branded social media as much as a dozen years ago. One high-profile CEO with an expression of horror asked me, “You mean anybody can say anything they want, even if it makes us look bad?!” As reassuringly as I could, I told her, “Yes. They can. And they will.” Fast forward a few years and having a social media presence is not an option anymore. Even if you don’t own a smartphone or have an Instagram account, your customers do. And platforms like Google, Yelp and TripAdvisor are incentivizing them to share their opinions. If you’re not engaged in reputation management, somebody will do it for you. Accepting the inevitability of negative online reviews is a great first step in preparing to respond to Google reviews, Yelp comments or Facebook and Twitter posts that may be less than admiring of your product, service or brand. Over the past few years, some brands even have become quite popular for their skill at online reputation management, with some even clapping back at online detractors. Local bars and restaurants have taken to displaying some of their more outrageous reviews ironically as a way to demonstrate their bona fides. Even well-known national brands have gotten into the act. Wendy’s Twitter account, for example, has developed an enthusiastic following for their funny and sometimes brutal roasts in response to unfair attacks. This works for these brands because it’s both in keeping with their brand character AND they have the talent and resources—especially time—to commit to responding. In general, unless you have a very specific clientele that is attracted to wit and snark, it’s not usually a good idea for your reputation management effort to include aggressive banter with dissatisfied customers. Some are trolls, yes, and while it’s tempting, it’s never a great idea to feed them. The most successful brands in the social space respond to negative online reviews and comments with sincere empathy. They demonstrate a genuine concern for consumers while making it clear to their customers and others who may be following along that a single bad experience is not typical and not acceptable. How do smart brands approach online reputation management? The most important best practice is to respond to all negative reviews. Responding will, all by itself, earn you credit in the community. Imagine you’re out there in the real world and somebody is making a complaint to the manager at some business you patronize. You may have no idea whether the customer is right in the case or not. You may even be inclined to feel that the complaints are valid. But as an experienced consumer, you also know that even in the best run organizations, there can be mistakes and disappointments. Demonstrating your openness to listening to your customers and responding to their comments—positive or negative—builds trust in your brand. Take the detailed discussion offline. More than anything, people who post negative online reviews usually just want to be heard. They were looking forward to a pleasant experience and something went wrong. They’re disappointed. Hear them out, but not in the public space of an online back-and-forth if it’s at all possible. Invite them to send a direct message with details and their contact information. Or, offer them a dedicated email address or phone number to open up a personal exchange. Most important, respond quickly. Online and social media interactions are conversations and your brand needs to be present to hold up your end of the dialogue. That means devoting enough resources so that your reputation management team can monitor and quickly respond to questions or comments, positive and negative. It’s OK to say you’re sorry, even if it’s not your fault. Assume best intentions on the part of negative reviewers. At least until demonstrated otherwise. Maybe they were just expecting something else. Maybe they have your place confused with another business. Showing sympathy for the misunderstanding shows a commitment to service and can only enhance your brand reputation. For a customizable toolkit for responding to negative online reviews, subscribe to our email list!
09 July 2020
https://stgregory.com/wp-content/uploads/2020/07/SGG_Zoom_Call_v12.mp4 Since the novel coronavirus became the story of the year, many of us have wondered how the new normal we eventually return to will be different from what we knew before. One of the lessons the great quarantine of 2020 taught us was how to use technology for remote learning or meetings, as well as for business and consumer transactions. It’s not like the technology was exactly new. There’s almost nobody in management or marketing who wouldn’t say they’d been through more than enough webinars or video presentations in their life. But when it became the normal way of communicating with your team at the office, your kid’s teachers and even the local car dealership, things got real. If you tried to upgrade your teleconference equipment in the first weeks of April, it was apparent that many of us had already begun to see video conferencing as a long-term trend—the major online players were all but completely sold out of custom-focus webcams and deep-resonance microphones. A cottage industry of downloadable custom backgrounds sprang up overnight and if you already owned a green screen … well, why, exactly? But you just about owned the weekly staff meeting. So is more common video conferencing going to be one lasting effect of COVID-19? Absolutely. People now are much more comfortable with the technology. For many, the added experience gives more confidence that we can actually drive the technology, rather than simply submit to it. That means many routine business meetings are likely to stay on video platforms, even after social distancing. But it also means that when an auto dealership or a jeweler or your financial planner invites you to a quick video demonstration, you’re more likely to be comfortable with the experience—and respond positively. The other side of that equation, of course, is that if you are operating as one of the competitors to that car dealer, jewelry store or financial adviser, you’d better be ready to do the same. Early movers will only have an advantage until other marketers catch up. This doesn’t mean that retail stores, car lots or conference rooms are going away anytime soon. As we’ve said before, personal interaction is a basic human need. But at least for the preliminaries … or the follow-up conversations … if a video chat isn’t as personal as a visit, it’s more intimate than phone call or an email. And the barriers to that technology are coming down. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.
03 June 2020
Author: Natalie Shawver
Over the past three months, we’ve seen the world change drastically. We’re wearing masks in public, helping our children round out their school year virtually and becoming accustomed to the “new normal” of social distancing—in almost every capacity. Brands and businesses have exhibited sheer determination and utter brilliant displays of nimbleness—and frankly, we’re impressed. So impressed, in fact, that we’re hoping much of it sticks around. Whether it’s contactless Pizza Hut deliveries or curbside pickups from Kohl’s, social interaction has shifted. No longer do we have to physically engage with someone behind a register for our goods and services. Send a text, wait in your car and the item will be deposited into your trunk. Wave goodbye to the retail associate and be on your way. Easy peasy. Businesses have proven, again and again, that they can put the customer first throughout the recent COVID-19 crisis. Amping up email marketing with “don’t worry, we’ll come to you!” messages and social media updates (new hours, specials or dedicated shopping times for at-risk individuals) are what we’ve come to expect. Quick virtual chats with our doctors means less time twiddling our thumbs in waiting rooms. Online grocery orders with a specific pickup time have become the highlight of our weekly to-do list. Librarians bringing books to our vehicles instead of making us search the hold shelf ourselves … glorious. So the question becomes, what remains? Does the general public expect this no-touch-minimal-interaction to be a thing forever? Perhaps. There’s no denying much of the recent purchase process modifications has given us our time back—but it’s also shifted our focus back to the basics. Consumers have a need; companies rise to meet it. The days of someone filling up our gas tank are long gone … or are they? What about milkmen delivering straight to your door? Hmmm … seems eerily familiar. Has the pandemic simply made us return to the level of service we (or our grandparents) once were accustomed to? The time when the customer’s needs came first—and that made for happier, more loyal, more satisfied customers … which therefore meant more business? Maybe. The touchpoints may be slightly different, but the journey remains the same. Hermits, germaphobes, clock-watchers and the like aren’t complaining about this added layer of instant gratification we seem to be living in. Amazon may have been ahead of its time with Prime, but the rest of the world bent over backward to stay in business and think outside the box. Kudos to operations teams everywhere. Our economy has stayed afloat thanks to your inventive and ingenious ways. And bravo to all those making it come to life. We’re saluting you with our mobile Starbucks order while we run weekend errands without ever stepping foot inside a store. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.