Summary:
This doc will provide a refresher on what Reputation Management is for ARI and what we offer to Reputation Management clients through Yext.
Difficulty/Time: Moderate Difficulty
Contacts: Manager, Team Leads, Senior Reps
What is Reputation Management?
Reputation management is the effort to maintain a positive online reputation particularly in regards to ratings on 3rd party review sites such as Facebook and Google and 1st party reviews on a client’s own site.
What does Reputation Management look like for ARI?
With ARI, we offer Reputation Management through our Directory Management tool, Yext. The primary tool that users will use is a first-party reviews page as opposed to a third-party review stream.
First-Party reviews are reviews collected and presented on a client’s own website.
Third-Party reviews are reviews collected and presented on a third-party website, such as a social media profile.
Additional features of ARI’s services include email notifications of new reviews each day, soliciting reviews via email and text campaigns to our client’s recent customers, 7 day review quarantine, and review response consultation.
The Yext Reviews Dashboard is broken into several tabs:
Overview
Insights
Monitoring
Response
Generation
Publishing
Sentiment
*Note: For each tab, you will need to apply a filter for your specific client in order to see just that client’s review information.
Overview
The Overview tab is just that, a general overview of Recent reviews, reviews generated this month, and review performance. It’s here you or your client can get a snapshot of how many reviews have been generated and their overall impact towards their brand.
Insights
The Insights tab has several sub-tabs that provide detailed information about the reviews generated.
Map: The map shows the number of reviews for each location.
Count: Shows the number of reviews per directory. Directories are listed as Facebook, Google, Yelp, First Party (the client’s own site), and All Other Sites
Rating: Shows the rolling average of reviews left.
Content Analysis: Shows the words or phrases that are most frequently used in reviews that are left.
Generation: Shows the number of generation emails that are delivered versus the success rate.
Monitoring/Response
The Monitoring and Response tabs are where you can see new reviews that are left, respond, and publish new reviews.
Generation
The Generation tab is where you can upload a list of customer emails or phone numbers to send an email or text invitation to leave a review for you client. It is here where you can choose a Desktop Email, Mobile Email, Text Message and the template that will be sent.
Publishing
The Publishing tab is where you can create a widget to display first party reviews on your client’s website.
Sentiment
Sentiment allows you to track the keywords that appear in your reviews as well as the number of mentions, the average star rating, top modifiers, and sentiment score for each keyword. Each keyword is assigned a sentiment score based on how negatively or positively it contributes to the review sentiment as a whole.
Customer Outreach for Reviews
The way the email campaign works is a contact at the dealership provides their SEO rep with a list containing their most recent customers’ email addresses, last names, and first names formatted as a .CSV. (Most spreadsheets will work, though). We recommend that a dealer send this list in to their rep anywhere from once a week to once a month with the most recent batch of customers and their corresponding email addresses.
In the past, we have found the most success when we limit the length of time for recent customer’s contact information to a month or less. At least twice a month is best, but some dealers send a list every week. The least amount of time between the customer visit to the dealership and the email the better. Customers are more likely to rate their experience when it is fresh and they are still excited about their visit or purchase. The longer it takes the customer to receive the email, the less likely they are to leave a review, we have found.
Negative Reviews:
Unfortunately for our dealers if a user is determined to leave their negative review, they have the right to do so. Unless the review violates the Terms of Service as established by the review hosting site, it is often difficult to flag a review for removal.
Common things that can result in the removal of a review are hate speech, threats, and reviews left by family or former disgruntled employees. Sometimes a bad review will be left by a friend of the upset customer, this also qualifies for removal since the reviewer hasn’t visited the business themselves.
Luckily, all the reviews left using the tool are quarantined for 7 days. This gives the dealer the opportunity to respond to them and resolve things if needed. After that period, reviews will be posted to.
Review Response Advising
Here at Dealer Spike and ARI, we do not post comments or messages in response to reviews on behalf of a dealership. However, if a dealer encounters a review that they would like to respond to but aren’t quite sure how to go about it, we can provide advice and consultation. We do always encourage our dealers to respond to reviews if they can. If a dealer requests consultation, please touch base with a tier 2 or pod lead before responding.
Review How To Advise Your Dealers on Responding To Reviews Here!
With Yext, a dealer can respond to reviews right within the platform through the Monitoring/Response tab.
Common Mistakes
Not thoroughly discussing Reputation Management with your dealer, especially during reporting.
Be an active Reputation Management consultant
If they haven’t submitted customers for the email campaign in a while, rather than just mention it, be sure to resell them on it - they’ve likely forgotten the value behind it! Provide reasons and examples of why the email campaign could benefit their business.
Side Note: Many of our contacts are very busy to begin with and so remembering to send this list can be difficult. Consider suggesting your dealer delegate this task to someone at the dealership who perhaps takes on more admin or tedious tasks.
If they’ve been getting some negative reviews, advise them on how they could respond!
Not checking Review Notifications Daily
It is important to check your email inbox for review notification and actually read the reviews!
If a review violates the terms of service for a site, we want to identify and flag that reviews as soon as possible!
If a review is negative but does not violate the terms of service, then we may want to recommend our dealers consider responding to it.
Granting Dealers Access
Granting dealers access so they can monitor and respond to reviews is simple, but needs to be done properly to ensure that they don’t get full access to our account.
1. From the Dashboard, click on hover over your name in the top right corner and select Account Settings.
2. Click User Management in the left-hand menu under Account Information.
3. Click the + Add User dropdown and select Add Single User.
4. On the next screen, fill out the each field for your contact. Under Access Permissions, make the user an Entity Manager with access to an Entity. In the search box, search for the location that you are allowing them to have access to. Click Add User.
5. Notify your contact that they will receive an email prompting them to create a password.
Setting Up Review Notifications
Once a dealer has been added to Yext and your point of contact has been granted access we need to set up a notification so they receive emails when new reviews are left.
1. Log in to Yext - in the top-right drop-down click Account Settings
2. On the left side, under Account Information, click Notification Settings
3. Click Create New Notification
4. Select Reviews
5. Select New reviews matching all of:
6. Add an Entity filter - select your dealer,
7. Add a Rating filter - apply the rating that your dealer would like, typically it will be Rating less than or equal to 3 stars
It should look like this:
9. Put reviews and updates in an email
10. When there are more than 25 reviews, the reviews will always be attached as a spreadsheet.
11. Frequency: As the reviews or updates com in
12. Who would you like to send this notification to?: Specific Users and/or Email Addresses
13. Search for your contact and click Next
14. Use the default email content and click Next
15. Name your Notification Reviews - [Dealer Name] and click Save Notification
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