Npma 2015 referral websites reputation management

Review Generation and Reputation
Management
Donnie R. Shelton

Mother Turkeys
Phenomenal nurturing mothers
● Tend, warm, clean chicks
● Cuddle and love chicks
● Watchful and protective
She also has a dark side
© Triangle Pest Control LLC. All Rights Reserved

Pole Cats
Predator of:
● Rodents
● Birds
● Especially small birds
● Natural enemy of Turkeys

What do you think will happen if ….
Vs.

The M. W. Fox Experiment
● Mother Turkey (with chicks)
● 1974 Experiment
● Stuffed polecat replica (with a speaker)
○ Recorded a baby chicks sound
○ String to imitate movement of the replica
○ Pull the polecat towards Mom

Senario 1: No chick sound
Mom’s Response
○ An immediate and furious attack
○ Pecking, scratching, squawking, pecking,
clawing rage

Senario 2: Chick sound
Mom’s Response
● Acceptance the polecat
● Gathered it underneath her
● Nutured it

Senario 2: Chick sound then no
Mom’s Response
● Acceptance the polecat at first
● Vicious attack once sound turned off

Two Important Fundamental questions:
1. What is the turkey soley basing acceptance
on?
2. Why will she neglect and even murder one
of her own chicks?

Behavioral Triggers & Action Patterns
Experiment findings:
Turkey mother’s decision making
● Limited brain capacity
● Cannot process high loads of information

Experiment findings:
Mother Turkey Brain
○ Responds to a cued trigger
○ Has a “hard-wired” action pattern

Trigger
Action
Pattern

Humans are different…

Our brains are highly evolved
● Lots of space
● High capacity
● High processing
How humans behave

How humans behave
Our brains are also lightning fast
● Several processes in nanoseconds
To determine appropriate behavior
● Time (past, present, future)
● Relevant facts
● Experience

How humans behaves
• We can see past behavioral triggers
• We are not “hard-wired”

Video #1 - Ross attacks women

Video #2 - Ross attacks women

Key Question: Why is Ross funny in one video
but a total creeper in another?

What does this have to do with referral
websites and Reputation Management?

What does this have to do with referral
websites and Reputation Management?
Everything!

How we behave
Yes we do have tremendous capacity, but….
● More choices than brains can process
● We must shortcut many decisions
● We use single source decision making
● Most triggers are helpful in daily life

Trigger
Action
Pattern
Common Behavior Triggers
• Reciprocity
• Commit and consistency
• Social Proof
• Liking
• Authority
• Scarcity

Triggers and Marketers
Great Marketers
● Know the triggers
● Know the action patterns
● Exploit them without our awareness

What is the point?
We are not that different than Turkeys!!
● The majority of the time we are on auto-pilot
● We have “hard-wired” behavoirs

The Mother of all Behavioral Triggers
Social Proof - informational social
influence, is a psychological phenomenon
where people assume the actions of others in
an attempt to reflect correct behavior for a
given situation.

Social Proof
Social Proof triggers
● Uncertainty - You are not sure about the
right answer
● Likeness - You see people “like you”
behaving in a certain manner
Trigger

Social Proof
Social Proof action pattern
● Reliable single source trigger
● I should behave like people who are “like
me”
Behavoir

Want to see this in action?

Likeness
Uncertainty

Uncertainty

Uncertainty
What do
others think?
Like them
Do what they
do

Question #1:
What type of lead do you have the highest
probability of closing?
Questions to consider

Question #1:
What type of lead do you have the highest
probability of closing?
Referral

“80% will trust reviews as much as personal
recommendations”

Question #2:
How uncertain do you think your potential
customers are of hiring you as a service
provider?

Question #3:
What single source indicator do you think
those customers are using for that uncertainty?

Question #3:
What single source indicator do you think
those customers are using for that uncertainty?
Social Proof

Question 4:
Which of the mediums do you think works best
for social proof?
a. A radio commercial
b. A TV commercial
c. A direct mail piece
d. A consistent flow of positive online reviews

Question 4:
Which of the mediums do you think works best
for social proof?
d. A consistent flow of positive online reviews
“80% will trust reviews as much as personal
recommendations”

Question 5:
Is there anything you can do to control the
behavoir trigger?

Question #6:
Do you have a strategy in place to use social
proof for potential consumers?

Question #6:
Do you have a strategy in place to use social
proof for potential consumers?
- Are you actively soliciting reviews from your
customers?
- Are you actively managing your online
reputation?

Question #7:
Right now, at this very moment, are you
missing opportunities because you don’t have
an online review and reputation
management strategy in place?

Question #8:
Are you aware that most serious service
competitors have both a review generation and
reputation management strategy to drive their
online marketing?

1. We all have behavioral triggers
2. Really good marketers know them
3. Social proof is potent online and for our
industry
4. If you don’t have a review and reputation
management strategy in place you are
missing a huge opportunity

Reputation
Management
People all over the world are
talking to each other.
What are they saying about YOU?

Definition
Wikipedia Defines Reputation Management as
influencing and/or control of an individual's or
business's reputation through the practice of
monitoring the reputation of an individual or
brand on the internet, addressing content
which is potentially damaging to it, and using
customer feedback solutions to get feedback or
early warning signals to reputation problems

What is your Reputation Worth?

Npma 2015 referral websites reputation management

CONSTANTLY MONITOR and POST
– BE ACTIVE!

CONSIDER THIS!
• Cost to acquire a Customer?
• Total Advertising Spend + Sales Commissions /
Number of New Customers = Cost per Customer.
• ABC DFW - $244.37 in 2014
A GOOD REPUTATION GAINS CUSTOMERS AND A BAD
ONE SCARES THEM AWAY!

IN OUR INDUSTRY – IT’S PERSONAL!
• Making it PERSONAL means that you
make it RIGHT!
• It’s not about WINNING - Giving in will
keep people from blowing you up on the
Internet!
• People WILL REVERSE bad reviews IF
you make them HAPPY
• This happens when YOU show up, make
the call, make it right!

MAKING IMPRESSIONS EVERY TIME
• Train all employees – from answering the phone to
servicing the home – to the first time you have to
return for free.
• We have to LOVE our customers – even the PITA
(Pain in the A__) ones.
• Sometimes, PITA customers are the MOST vocal
online!
• NPS – You can’t manage what you don’t MEASURE!
• Teach your field staff T-E-N for a 10!
(Touch Base – Eye Contact – Name)

Happy Endings
• If your working relationship is going to end, make
sure it ends WELL.
• Give more than expected at the end – don’t let them
go away MAD!
• If there is no satisfying the customer, and they are
threatening – offer refund, with a catch. Have them
sign a release that includes agreement not to
disclose information about their dealings with you
including online.

Reputation – at the
Crossroads

Npma 2015 referral websites reputation management

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