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Brand Strategy   |   Marketing Communications


Brand Reputation: Capitalizing On The Conversation

Reputation Management
“Your brand name is only as good as your reputation.” Richard Branson

That can be said of your own personal brand as well as your Client’s brand. In today’s digital world it is easier than ever to check out a brand’s reputation before you buy, or conversely impact a brand’s reputation after a positive or negative experience.

For years, many brands were scared that “turning my brand over to the people” would be disastrous for the brand’s reputation. One bad experience and sales would go down. Now, many brands have embraced the marketing concept of reputation management in order to steer the digital sentiment in their favor.

So what is reputation management? One popular definition is:

Reputation Management is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.

There are many facets to reputation management, and one of the most important is customer reviews. How important are customer reviews? The facts:

  • Before dining or shopping 93% of U.S. consumers check online reviews at least some of the time. (1)
  • 72% of consumers trust online reviews as much as recommendations from friends and families. (2)
  • 4 out of 5 consumers have reversed a purchase decision based on negative online reviews. (3)
  • Unhappy customers tell an average of 24 people about their experience; happy ones tell 15 people. (4)
  • 90% of typical U.S. consumers read online reviews; 6% write them. (5)
  • The quality and quantity of reviews on Google Plus Local is one of the most important ranking factors for local SEO. (6)

There are many different tools available to help local businesses and national brands monitor, respond, and influence customer reviews. This data is powerful not only at the C-suite level but also at the local level to help the entire organization embrace customer service from top to bottom.

Reputation Report

Ready to see how your Client’s brand stacks up? Click here: http://bit.ly/1suZ7St

Remember; don’t shy away from understanding how online customer reviews are influencing brand reputation. If you embrace it and give it the attention it deserves, you can certainly affect the bottom line.

Mike Knowles:VP:Group Account Director Mike Knowles, VP/Group Account Director

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