Blog: Business

Web4Biz University

Posted on April, 28, 2012 by - 0 Comments

 

Now available, a FREE video series from Web4Biz aimed at helping you improve your small business strategy. Sections like:

  • Technology Overview
  • How to Get Started
  • New Media Marketing
  • Disaster Recovery
  • and more

All sections of video are in short snippets that are easy to digest (longest is 8 minutes). You will be able to view again and again, take notes, and work through a plan of action with the provided work materials. Also included: forums to communicate with other small business owners and industry experts, resource materials, and blogs.

Kerry Rego Consulting recommends this course because Kerry is the on camera trainer having delivered all the material.

This is a California Community Colleges funded course aimed at Economic Workforce Development.

Web4Biz Press release.

  California Community Colleges  Economic Workforce Development

Twitter & Facebook – Promote Your Business, City of Santa Rosa

Posted on March, 26, 2012 by - 0 Comments

THIS CLASS HAS BEEN RESCHEDULED. PLEASE SEE THE NEXT SESSION HERE.

The 1st day is devoted to Facebook and the second to Twitter. Each session of this course will include: an in-depth tour of the social media platforms, best practices information, terminology, how to use metrics to track performance, how to create an effective strategy for your business, marketing your business and how to build an audience.

City of Santa Rosa Recreation and Parks Class, Register Here and type in barcode #61334. If you don’t already have an account with the Rec department, you can call 707-543-3737 to get one.

18yrs+

Fees: $63 Resident / $73 Non-Resident

Tuesday 5/22/12 6-9pm

Wednesday 5/23/12 6-9pm

Franklin Park Training Center

Twitter & Facebook – Promote Your Business

Posted on March, 26, 2012 by - 0 Comments

THIS CLASS HAS BEEN RESCHEDULED. PLEASE SEE NEXT SESSION HERE.

The 1st day is devoted to Facebook and the second to Twitter. Each session of this course will include: an in-depth tour of the social media platforms, best practices information, terminology, how to use metrics to track performance, how to create an effective strategy for your business, marketing your business and how to build an audience.

City of Santa Rosa Recreation and Parks Class, Register Here and type in barcode #61334. If you don’t already have an account with the Rec department, you can call 707-543-3737 to get one.

18yrs+

Fees: $63 Resident / $73 Non-Resident

Tuesday 5/22/12 6-9pm

Wednesday 5/23/12 6-9pm

Franklin Park Training Center

Risks & Reputation Management: Action Items

Posted on March, 13, 2012 by - 1 Comment

You learned a lot of information when you attended “Risks & Reputation Management: Using Social Media to Protect Your Brand”. Or maybe someone you know wasn’t able to come. What are the takeaways?

Disclaimer: You will not be able to accomplish all of this in one day. I want to help manage your expectations. You will want to set aside time to accomplish these tasks on a regular basis (maybe once or twice a week) until you’ve worked your way through the list. Pace yourself. What you learn in this process about the online image of your name and your business will be worth all the effort.

• Perform a vanity search (*1)
• Respond to negative commenters in a positive and validating way (*2)
• Setup Google Alerts (*1)
• Setup Google Places (*3)
• Setup business on Directories (*3)
• Legacy Management/Process (*4)
• Assess Computer Systems security (*4)
• Create a Crisis Plan (*4)
• Setup internal Social Media Communications Policy (*4)
• Assess customer service requirements with survey (*2)
• Review website (I recommend reading it out of order to to more easily spot errors) for correct information, functionality, browser compatibility, update on a schedule to keep rankings high with Google (*4)

Blogs to show you how to do the action items:

*1 – Tools for monitoring your reputation

*2 – How to deal with negative customer feedback

*3 – Get yourself listed on the web

*4 – Legacy and process management, steps to take

 

[Image via CampaignsMD]

Social Media and Reputation Management Survival Action Kit: Kerry’s Presentation

Posted on March, 13, 2012 by - 0 Comments
You may have missed Kerry Rego’s presentation at “Risks and Reputation Management: Using Social Media to Protect Your Brand”. If so, here is the slideshow.

The magic is in the supporting blogs so make sure you visit http://bit.ly/SMActionItems or a collection of blogs I’ve written that address reputation management here: http://bit.ly/krcrepmng
View more PowerPoint from Kerry Rego

Legacy and Process Management: Steps to Take

Posted on March, 12, 2012 by - 0 Comments

Have you ever been sick unexpectedly? Had an accident that prevented you from work? Was your business able to cope with your absence? I started to think long and hard about the process of my work years ago when I worked in Member Relations and Accounting at a country club as I prepared to go on maternity leave. I had taken on many tasks and knew the quirks of a tremendous amount, my goal was to leave my team as informed as possible so they needed to call me for nothing. I achieved my goal by documenting my job well and I’ll tell you how you can do the same. When you lose someone for a day, a week, or forever, you will be able to function just fine.

Legacy Management. Have everyone in your office track their day from beginning to end. Tape a piece of paper to your desk if you sit at one, that way it won’t fly off as you move things around. Every day for a week, track your tasks in chronological order. When you’ve written down all the tasks, describe how to do them in detail. Write it like someone is going to use your notes like a cake recipe to do your job. Include the instructions on how you turn the alarm system on and off, how to turn off the backup for the computer system, how to do a bank drop, details, codes, passwords, whatever your duties entail. When everyone has completed this, create a manual that is centrally located and alert the appropriate people as to it’s whereabouts. Due to it’s sensitive nature, everyone needn’t be privy but make sure several people know so that if one is out sick and the other gets hit by a bus, you’re covered.

Business Information. In that central manual you’ve created, it would be a good idea to include mission statement, contact information for boards or owners, insurance  policy with agent name, alarms, utility companies, staff list with contact info, and other emergency information. Provide a map of your location(s). List regular vendors and visitors (can be helpful in narrowing down theft).

Review Your Assets. You may very well have this information already recorded somewhere as a part of your insurance paperwork. Use that list or start one that inventories all your assets such as furniture, computers and other technology, vehicles, paperwork, and anything else that would need to be replaced in the event of a theft, fire, flood, hurricane, power surge or other physical disaster.

Cloud Computing. If you have a mobile or dispersed team, investigate the usefulness of cloud storage. Tools like Dropbox, Basecamp, Evernote, GoogleDocs and others give you the ability to work, share documents, and collaborate anywhere on the planet. With backup servers, these systems can sometimes be safer than your own. Have you updated your software, hardware, antivirus protection, or done a maintenance check recently? Not only does cloud computing provide offsite security (helpful in case of a natural disaster like a fire or flood that affects your  location), enhanced computing power, increased storage capacity, easier collaboration with location diverse teammates, they provide upgrades and maintenance of the larger system so you don’t need a large tech department. And the cost of these tools are quite affordable. Many start at free or very low cost and if you want enhanced features you pay more.

Cloud security is a valid area of concern. CloudLock, Cyber Ark, and Cipher Cloud are all tools that provide secure ways to partake of cloud services. LastPass will help you contain all of your keywords to one system. Just so you know, no system is perfect. Everyone gets hacked sooner or later (knock on wood). It’s just the way life is. There is no such thing as complete control. Even NASA got hacked 13 times in 2011. You can take appropriate steps to mitigate your risk. I’ve used so many computers (belonging to others) that were unprotected, out of date, the owners engaged in risky internet activities, and were generally unsafe. Just because you have your own server or LAN (local area network) doesn’t make your system safer than one on which you lease space.

Software-as-a-Service. This is a subcategory of cloud computing. Examples of how this would be useful to the efficiency of your operation is Google Voice or Skype for voice communications (both start at free and go up), Myfax for online fax (cuts down on paper, ink, cost of two machines and a dedicated phone line), Quickbooks online, Salesforce, and so many more. The cost each of these can drastically reduce your monthly budget. Not to mention eliminating the large amount of computer software licenses you will no longer need to have for your operation.

Mobile Security. Understand that a tremendous amount of sensitive information that is being accessed via mobile devices. How secure are they? Understand the risk your data is at when deploying mobile devices and allowing them to connect to sensitive data.

Website and Social Media Inventory. With the high use of internet tools in the workplace today, most managers don’t think to require login information from employees and staff. If you don’t have their passwords when they are out, think of the problems that could quickly spiral out of control. This is of the utmost importance in brand communications when using social media tools. Multiple admins on accounts such as Facebook pages and shared login information will help prevent damage when one “goes postal”. It used to be when someone was fired, they might sabotage a filing system or steal supplies. Now they can post the worst thing you can think of on a high profile site like Twitter, Facebook or YouTube. When they are let go, have them hand over their keys, remove their admin status, and change account passwords they had access to BEFORE THEY LEAVE THE BUILDING. Especially if you suspect the person will go off the rails or is ending on anything less than a happy note.

Social Media Sensitivity Training. Due to the relatively new web based tools we are working with, the majority of your staff may have had little exposure and be falling behind. You may need to invest in training in order to remain competitive. Don’t be afraid to invest in that training. Your business will benefit. If this is an area you need to explore, Kerry Rego Consulting specializes in social media and technology training for individuals and business. I’m here to help.

Employee Communications Policy. This policy won’t apply just to social networking or internet sites. This will cover phone, email, fax, letter, face to face, social media or other forms of communication your industry requires. Go through everything and write clear policy  about what is acceptable. Review this with your team. Check to see if you have a privacy policy on your website is up to date and accurate. Make sure you have one! The Federal Trade Commission (FTC) is cracking down on the way personal information is collected. You will also need to be aware of and make clear your particular industry’s compliance needs.

Crisis Plan. Just like an emergency services department would do, go through the exercise of working offsite, doing someone else’s job, natural disaster reaction, and what you will do if/when your website or social media gets hacked. You have muscle memory and having done it once or several times will increase the ease with which you and your team are able to adapt to an emergency situation.

By reviewing your business in this thorough manner, you will be able to spot weaknesses in your supply chain, expenses that can be eliminated, and have an effective plan for action should a situation go awry.

[Image via 3Forward]

Get Yourself Listed on the Web

Posted on March, 11, 2012 by - 1 Comment

Go ahead, do a vanity search (otherwise known as “Google-ing”) for your name or business. Do you like what you find? So often, people say they’ve done this and have been unhappy at the information they find. It’s old, it’s personal, it’s simply wrong. Don’t waste your time trying to get those webmasters to remove your information because they: 1) won’t 2) aren’t home 3) have been closed down 4) there are simply too many 5) they all get their information from somewhere. You can be proactive with your online information (see How to Get Started in Reputation Management) and displace it with content you DO want people to see. Or you can list yourself.

Why is it important to make sure the information about yourself on the internet is correct? Yellow Pages Association and comScore found that local search for businesses, products and services grew 58% last year and reached 15.7 billion searches, more than a tenth of overall search traffic. Additionally, see this Sprout Social blog to read more about the benefits of social media on local search results.

According to Internet Reputation Management, 94% of people do research before buying and 60% of those are going to research you online. They might use a phone, they might not. If they were to call you, they most likely aren’t using a traditional phone directory. People under the age of 35 probably don’t have a landline. Did you know that if you don’t have a landline, you may not get a book delivered to your door? It’s true. 18 states have enacted an opt-in policy for delivery and only 2% choose to receive one. Check out this infographic by WhitePages to see the status of the phone book.

Here are some tools that I think you’ll find helpful. Granted, there are more here than you’ll ever really use but pick and choose the ones you want to list yourself on. Focus on the biggies towards the top of the list and the ones that have incorrect info about you and get them the right stuff:

Read more blogs by Kerry Rego Consulting on Reputation Management: http://bit.ly/krcrepmng

[Image via Sustainable SPC]

Tools for Monitoring Your Reputation

Posted on March, 10, 2012 by - 2 Comments

We have always talked about each other, it’s human nature. The difference is now that the internet is involved, our words can last forever. Disparaging remarks can damage a hard earned reputation. It is recommended that individuals and businesses monitor their reputation to make sure that if something negative is in the public eye, it can be addressed. Positive things also surface and it’s nice to thank people for their support or discover something about you online that you simply didn’t know about.

For those that don’t want to actively participate in the online communities that abound, reputation management is the minimum level that is required in today’s digital world. You don’t need to use social networks or other tools but if you don’t know what’s being said about you, your business and reputation could be going down the toilet while you are completely unaware. (Entrepreneur.com article “How to Clean Up an Online Reputation”)

The most frequent comment I hear when it comes to managing online tools of any kind is “I don’t have the time. I’m really busy.” Guess what? No one has the time. We are all busy. Just like the gym and the dentist, you simply must make the time. We no longer use the physical phone book. What people find when they search your name online is what they believe. Carve out a half hour a week and chip away at this task. It will be well worth it in the end. Once you’ve set yourself up, check back in monthly or quarterly. Monitoring is something you can do at a very minimal level and many of the tools I list below remind you on a regular basis or are automated.

The first step is to perform a vanity search most commonly called “Google-ing yourself”. Enter your name, business name, or known as names into search engines. Make sure you do this on not just Google but Bing, Yahoo, Blekko, and any other search tool you know about. Just because Google Powered search engines have 68% market share doesn’t mean they are the only player whose search results of which you need to pay attention. Write down anything you want to follow up on, positive or negative. According to Internet Reputation Management, 85% people check only the first page of search results. I recommend not stopping there. Go as far into those search results as you can. Don’t give up until you stop seeing results associated with you. Dig like your life depends on it. It just might.

Once the vanity search is out of the way, you now have the task of monitoring any new information that pops up about you. Here’s a list of tools that will be useful for you and not all of them will apply to your needs.

  1. Google Alerts. This tool is free and easy to set up. It provides you emails as new search results as they happen, once per day, or once per week (your choice). You can also get them in an RSS feed. This tool is the top reputation monitoring solution at 45% usage.(Web Liquid survey). Set one up for your name, business name, maiden name, full URL of your website, Facebook page, Twitter handle, competitor’s name, industry keywords and anything else you can think up. Get creative.
  2. Social Mention. This tool is like Google Alerts but specifically for social media. It’s free and you can get daily alerts for brands, businesses, news stories and more.
  3. Brand Yourself. Free with upgrade options. BY makes it easy for you to monitor your search results and gives you action items to improve those results.
  4. Google Places. Local search results are tremendously important for your business. Decision engines that help people navigate the world (Yelp! Ask.com and more) link up to Google Places and get business information including location, driving directions, phone numbers, hours of operation, coupons, pictures, videos and more. Google sets this up for a lot of organizations so you may already have a GP page without even knowing about it. Make sure your locale is set up correctly. Claim your location and control that information.
  5. Yelp. This tool is a negative reputation all by itself. Generally considered to be a place to kvetch, it can also contain good reviews. Make sure you check out what people might be saying about you here and setup your business correctly and monitor it on a regular basis.
  6. Tweet Angel. Twitter is often used for complaining about a customer experience. Even if you don’t use Twitter yourself, that doesn’t mean that your customers aren’t. This service will call you when someone speaks negatively about your business and allows you to determine the response. Cost from $9.95-$29.95 per month.
  7. Get Listed. See how your business is listed on search engines. Here’s a list of directories.
  8. LinkedIn. Many people don’t understand the true power of this online tool. LinkedIn is one of the most highly trusted source of information on individuals and is the least social of all the social networking tools so it doesn’t require much of your time. LinkedIn is where business happens. Get your profile up, make sure it’s current, and have a friend read through it for you for their impression and for grammatical and spelling errors. This is your resume, references, and portfolio of work. Once you build it, you just need to check it once and awhile to make sure it’s up to date and is reflective of where you are in your career.
Yes, you can pay services such as Reputation Defender, Remove Your Name, and Integrity Defenders to help but they really only do two things. One, they will request on your behalf that negative information about you or your company be taken down. Two, they will help you create new content to displace negative content.

How to Get Started in Reputation Managementis a blog I wrote about how to dominate the search results associated with your name.

Read more blogs by Kerry Rego Consulting on Reputation Management: http://bit.ly/krcrepmng

 

[Image via Online Reputation Management]

How to Deal with Negative Customer Feedback

Posted on March, 08, 2012 by - 1 Comment

When asked about negative online comments I say, “Any company that has been in business longer than 5 minutes has an unhappy customer. You simply can’t please everyone all the time.” How you deal with it is more telling than the fact that the negativity exists. The lack of control over what people say about businesses makes many owners uncomfortable. I’ll let you in on a secret, the internet didn’t take away your control. You never had control. Control is only an illusion. The only thing you actually control in any situation is how you react.

According to the Opinion Research Corporation, 84% of Americans say online reviews influence their purchasing decisions so this is an important area of which to pay attention. I was doing a platform audit for one of my clients, Getaway Adventures, when I came across a negative review on TripAdvisor. The customer was displeased with the tour he went on and felt it wasn’t what he expected during purchase. The owner, Randy, dealt with it in a really effective way. He apologized and told the customer that the next tour was on him and that he’d take the customer out himself. Done. A negative turned into a positive, at least from my perspective. You can learn a lot about a person/business by the way they treat people. He handled it just the way he would’ve if the client had been standing in his place of business. The way we cope with online feedback should be very much like the way we’d handle it face to face. Same skills different application.

A word about having your friends or employees write reviews for you. It’s called astroturfing. Astroturfing is a bogus grass roots movement or the practice of disingenuously creating reviews for a service that come from someone other than an actual customer. Lifestyle Life, a cosmetic surgery clinic in New York, was required to pay $30,000 in civil penalties after an investigation by the state attorney general’s office. Employees had been found guilty of posing as plastic surgery patients and had been writing wonderful reviews. It’s tempting. Don’t do it. Also, don’t promise free merchandise or services for good reviews. You are in effect paying for their words. Same premise different approach.

Retail customers prefer social media support to a tune of 45%, according to ZenDesk. Do you know what kind of support your customers prefer? Give them a survey, high tech or low tech, the important part is you know their preference before it gets to the bad review stage.

Let’s say you really did mess up. Here are the basic steps to go through:

  • Apologize. This can be hard for people but sometimes the complainer just wants to be validated or acknowledged. If a customer complains about a pizza arriving late, not necessarily to the company itself, the company can respond with an apology and a promise of a free item on the next order. Tracking complaints will allow you to spot recurring issues. This accomplishes several things: the customer is happier because they’ve been acknowledged, you are tracking a possible problem in your service chain, and the general public can witness how you handle the situation.
  • Procedure. When a simple apology won’t solve the situation, you need to have a more organized approach.
      1. Have a dedicated point of contact to take ownership over issues and see them through to resolution. This person will be tracking complaints to be able to spot patterns.
      2. Set expectations for the customer. After the initial contact with customer, let them know when a full response will be forthcoming. If the complaint is in a public arena, strive to take it private as soon as possible. It will be easier on the customer and keeps further negativity out of the public eye. Time isn’t your friend if the complaint originated online. Find a resolution fast.
      3. Respond with the resolution. An explanation or maybe a discount. This is your call as your business model is yours and yours alone.
      4. Publicly resolve. If it started in a public forum, make sure you let the public know that you care about customer service issues and that you work hard to make it right. If it began on Twitter, post your public resolution there.
  • Make Changes. By having your process in place you will be able to make necessary changes to the way you deliver your product and improve the customer experience.
  • Encourage your Super Fan. These people believe in your brand and will keep the tone where you want it to be.
  • Don’t take it personally. As I already said, everyone has had an unhappy customer. It’s part of the gig. Your job is to make sure you did all that you could when it’s all said and done.
Just remember, it’s how you react to a situation that the public remembers. By taking a potentially horrible incident and turning it around with great customer service, you can wipe away a bad experience and earn new customers with the way you respond.
[Image via Social Media Darwinism]

Twitter & Facebook – Promote Your Business

Posted on March, 01, 2012 by - 0 Comments

The 1st day is devoted to Facebook and the second to Twitter. Each session of this course will include: an in-depth tour of the social media platforms, best practices information, terminology, how to use metrics to track performance, how to create an effective strategy for your business, marketing your business and how to build an audience.

City of Santa Rosa Recreation and Parks Class, Register Here and type in barcode #61333. If you don’t already have an account with the Rec department, you can call 707-543-3737 to get one.

18yrs+

Fees: $63 Resident / $73 Non-Resident

Tuesday 3/13/12 6-9pm

Wednesday 3/14/12 6-9pm

Franklin Park Training Center