The train has left the station… Page

We started with user reviews in 2005 Page Consumers value online reviews… … which is why every major site and local guide has them.

Page 61% of searchers find reviews and ratings to be important on the local level 92% of Internet users have researched a product or service online, then purchased offline from a local business at least once Source: WebVisible and Nielsen//NetRatings Survey, September 2007 ROBO (research online buy offline)

61% of searchers find reviews and ratings to be important on the local level

92% of Internet users have researched a product or service online, then purchased offline from a local business at least once

Source: WebVisible and Nielsen//NetRatings Survey, September 2007

Page Online reviews second only to word of mouth in purchase influence Source: Rubicon Consulting Influence of various sources of information on purchasing

Local search influences purchasing decisions Page The web isn’t just for ecommerce, 78% have researched a product or service online, only to make a purchase offline from a local business. 4% strongly disagree 55% somewhat agree 23% strongly agree 18% somewhat disagree Source: WebVisible and Nielsen//NetRatings Survey, September 2007

Page Consumers actively seeking local information

In Web Search the problem too much content… in Local Search the problem is too little content. Page Sources: Google’s official blog, Yelp Index, Analyst Greg Sterling August 2008, Yelp analysis

It all starts with the your customers Page your customers readers reviews

Search engine optimization

Case study: chain store profiles on Yelp Average Monthly Traffic & Reviews by Store (24,000 customers last month)

Average Monthly Traffic & Reviews by Store

(24,000 customers last month)

5 million local reviews and counting Page Local Reviews (millions) Business Categories

Small businesses value online reviews

85% of Yelp reviews are positive Page Negative reviews play an important role too A variety of experiences is consistent with real life You can’t please 100% of your customers 100% of the time Distribution of All Reviews

Negative reviews play an important role too

A variety of experiences is consistent with real life

You can’t please 100% of your customers 100% of the time

You can bury your head in the sand… Page

Or you can embrace the new reality Page

What not to do: argue with your customers Page Your reviewers are your paying customers “ I received the following PM from the owner of this place: 'dont eat out' I've never met you but after reading your review I don't want to. You seem boring and have none of the qualities I request in a human. If I was introduced to you on the street I guess I would say hi, nice to meet you, but I would not mean it” Your reviewers are human beings with (sometimes unpredictable) feelings and sensitivities Your reviewers are vocal and opinionated (otherwise they would not be writing reviews!)

Your reviewers are your paying customers

Your reviewers are human beings with (sometimes unpredictable) feelings and sensitivities

Your reviewers are vocal and opinionated (otherwise they would not be writing reviews!)

What to do: be authentic and friendly Subject: Sorry about your visit with us... Hello Jen, I know there are no excuses for bad service... I am working hard at fixing our current problems. Thanks for the helpful review...most owners would never say that, but I need constructive input from our "real" customers. I don't know who the other reviewers are but I would hope it is how the people really feel about my business. I hope you give us another shot as I am in the process of getting more beers and better bartenders. Please feel free to contact me with any constructive input anytime. Thanks Bill XXXXXX(owner) 415-283-6764 Page Ah! You acknowledge upfront that I was in the right. Wow! You really care about what I thought and wrote. And you even made changes . This seems like a really thoughtful and pleasant business owner. Maybe I did just catch them on a bad day…..

Subject: Sorry about your visit with us...

Hello Jen,

I know there are no excuses for bad service... I am working hard at fixing our current problems. Thanks for the helpful review...most owners would never say that, but I need constructive input from our "real" customers. I don't know who the other reviewers are but I would hope it is how the people really feel about my business. I hope you give us another shot as I am in the process of getting more beers and better bartenders. Please feel free to contact me with any constructive input anytime.

Thanks

Bill XXXXXX(owner)

415-283-6764

Good customer service pays for itself Page Amount Consumers Willing to Spend for 5-Star Service October 12-18, 2007 Source: comScore, Inc./The Kelsey Group Service (Suggested Average Price) Excellent (5 Stars) Good (4 Stars) Lift Restaurant Meal ($20) $37.95 $25.44 49% Restaurant Meal ($50) $59.93 $41.40 45% Hotel ($100) $137.36 $99.73 38% Home ($250) $252.15 $209.50 20% Travel ($350) $366.72 $299.81 22% Legal ($60) $104.36 $52.51 99% Medical ($15) $29.67 $23.54 26%

Central dashboard

Privately message your customers. It’s free. Page

Page Publicly comment on a review. New free feature.

Local search advertising Page

The opportunity Be aware of all the places where your customers are talking about you online. Read all of the feedback and look for trends Engage in constructive conversation with your customers

Be aware of all the places where your customers are talking about you online.

Read all of the feedback and look for trends

Engage in constructive conversation with your customers