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Going On Offense With Yelp   Case Study
 

Going On Offense With Yelp Case Study

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Notes on how to leverage existing customer feedback data to go on offense against sites like Yelp. Yelp and similar sites can harm businesses because they A) over-emphasize complaint customers and B) ...

Notes on how to leverage existing customer feedback data to go on offense against sites like Yelp. Yelp and similar sites can harm businesses because they A) over-emphasize complaint customers and B) figure prominently in Google search results.

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    Going On Offense With Yelp   Case Study Going On Offense With Yelp Case Study Presentation Transcript

    • Going on Offense with Yelp
    • Why Do We Need To Be On Offense With Yelp?
      • Feedback Happens . If you’re not providing your own visible, exciting means of talking to you, your customers will still talk – via public sites like Yelp.
      • Unhappy, Unfiltered . Customers who might otherwise share an unhappy experience directly with you (so you can take action) do so publicly. This feedback is often difficult to pin down or act on.
      • When SEO Hurts You. Local Google searches bring Yelp results to the top of searches – including damaging ones! Customers deciding whether or not to visit you see these responses front and center. This can negatively impacting their decision to visit your store or location.
    • In this example of a Google search using Bassett Furniture as an example, Yelp’s review of Bassett Furniture even beats Bassett’s own search rank . Going on Offense with Yelp
    • Going on Offense with Yelp
    • Going on Offense with Yelp Because they’re so public, negative Yelp reviews are very damaging – especially if you are trying to reinvigorate an existing brand.
      • Engage your own customers.
      • Many customers who leave feedback on Yelp would talk to you directly…if they could.
      • Use this feedback to drive positive behavior at store or unit level.
      The Offense Playbook
      • Over 90% of the feedback you get from your customers is positive.
      • Thank your biggest promoters – and then tastefully ask them to share this feedback by providing a link to Yelp.
      Control Your Yelp. Tell Your Story.
    • All Customers With something to say. If You’re Not Listening, They’re Still Talking
      • If you’re not actively asking for feedback, customers still talk publicly – and a disproportionate amount of that talk will be negative.
      • Positive people need a little reminder or reason to give feedback. Complainers already have that reason – they’re upset.
      • Tell your own story, take control…
      With nowhere else to share feedback, all customers give it publicly.
    • Tell Your Story on Yelp
      • Many customers are glad to give feedback. Just ask!
      • Over 90% of this feedback is positive .
      • We’re developing new ways to automatically identify your the happiest of happy customers from the flow of your customer feedback data, and then tastefully ask them to share that feedback on sites like Yelp.
      • This happens automatically, every day.
    • Tell Your Story on Yelp Engage customers to share feedback directly with you via BassetListens.com All Customers With something to say. Use this feedback to lead store teams – then refer your happiest customers to Yelp to spread your story (Fewer customers take their feedback “unfiltered” directly to Yelp.)