Social Marketing And Consumer Reviews For L A2 M, March 2010

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In this talk, we’ll compare consumer review services and social networks, and learn how to avoid the bad apples. We’ll learn about the Federal Trade Commission’s crack-down on deceptive advertising, and what it means for bloggers, reviewers and advertisers. Business owners will learn how to use online reviews to get new customers. Whether you’re a consumer, advertiser, business owner or blogger, there is something in this talk for you.

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  • Naturally, Ford discontinued this model in 2010 This is not the best large car you can buy! If price is no option. For the price of two of these, you could have the Lexus which won the quality award for large luxury cars.
  • Social Marketing And Consumer Reviews For L A2 M, March 2010

    1. 1. Social Marketing and Online Consumer Reviews Joel Vergun The power of Social Marketing The latest twist in social marketing: Consumer Review sites Tips for consumers and business owners
    2. 2. What is Social Marketing? The use of social pressures to influence the buying decision or other behavior. <ul><li>More powerful than reason
    3. 3. Old as humankind
    4. 4. Automatic and self-imposed (What do others do? What will others think of me?) </li></ul>
    5. 5. Social marketing in the 21 st century <ul><li>Same animal, more choices
    6. 6. More sources of information
    7. 7. The Internet
    8. 8. Transfer of old paradigms to the online space leads to unexpected problems and bad decisions </li></ul>
    9. 9. The power of social influences <ul><li>Baggy pants </li></ul>
    10. 10. Social factors in the buying decision <ul><li>The expectations of others: conformity or rebellion?
    11. 11. Internal biases
    12. 12. Doing good: Reciprocity; supporting good causes
    13. 13. What others say: opinions and experiences of other buyers, a.k.a Consumer Reviews </li></ul>
    14. 14. “I need a good ...” <ul>...plumber, car, restaurant, movie, whatever <li>Know one
    15. 15. Ask someone you trust (w.o.m.)
    16. 16. Remember an ad, a sign or an example
    17. 17. Look up in a directory (printed or online)
    18. 18. Consult an expert
    19. 19. Consumer Reviews (written w.o.m.) </li></ul>
    20. 20. Consumer Reviews <ul><li>Third-party advice – not the seller or an advertiser
    21. 21. Presumed unbiased
    22. 22. Problems with online reviews: </li></ul><ul><li>Unknown people with unknown motivations
    23. 23. Too few reviews, too many sites
    24. 24. Contaminated by marketing tricks </li></ul>
    25. 25. How does it say what it says? <ul><li>Consider: Is it Truth or “Truthiness?”
    26. 26. Expected or unexpected (confirmation bias)?
    27. 27. Facts (quality, price) or opinion? </li></ul>
    28. 28. Who is the reviewer? <ul><li>Anonymous, pseudonymous, familiar
    29. 29. People you think you know
    30. 30. Friends and acquaintances
    31. 31. Experts, pseudo-experts and actor-experts
    32. 32. People “like you” (demographics, beliefs)
    33. 33. People you trust (authority figures) </li></ul>
    34. 34. People you think you know <ul><li>When you joined Twitter, were you “following” Ashton Kutcher? </li></ul>
    35. 35. Experts and pseudo-experts <ul><li>Real experts and expert organizations (Consumer Reports, J.D. Power)
    36. 36. Actors: “I'm not a doctor, but I play one on TV”
    37. 37. Messengers: Newscasters and talk show hosts </li></ul>
    38. 38. Expert advice – an example <ul><li>J.D. Power and Associates
    39. 39. JDpower.com
    40. 40. Annual Vehicle Dependibility Study </li></ul><ul><li>Relied-upon, fact-based methodology
    41. 41. Surveys of owners </li></ul>
    42. 42. <ul><li>Example: German imports vs. American cars </li></ul>
    43. 43. J.D. Power Initial Quality Ratings <ul><li>Entry-level luxury cars </li></ul><ul><li>Mid-size sedans </li></ul>
    44. 44. Highest ranked large car 2009 Mercury Sable
    45. 45. Facts, or Social Factors? <ul><li>Did you experience “confirmation bias?”
    46. 46. Which is the more rational purchase (price, quality, support for the local economy...)?
    47. 47. Which would you rather be seen in? The Mercedes or the Cadillac? The Malibu or the Passat?
    48. 48. Which has more influence, facts or social factors? Experts or neighbors? </li></ul>
    49. 49. A sampling of Consumer Review Sites <ul><li>Services
    50. 50. Products
    51. 51. Places
    52. 52. Mashups
    53. 53. Special-purpose sites </li></ul><ul><li>Angie's List
    54. 54. Power Reviews
    55. 55. Yelp
    56. 56. Google maps </li></ul>
    57. 57. For Services <ul><li>Angie's List / ServiceMagic
    58. 58. Specialty sites:
    59. 59. Sitters.com (but would you?)
    60. 60. Google “ratings of <service>”
    61. 61. Most niches are covered (you'd be surprised what you can find) </li></ul>
    62. 62. Services: Angie's List <ul><li>You pay to read or write
    63. 63. No anonymous reviews
    64. 64. “Unbiased”
    65. 65. Requires businesses to join to use “conflict resolution” </li></ul>
    66. 66. For Products <ul><li>Google the product type
    67. 67. Epinions.com
    68. 68. Look for reviews on the merchant's web site
    69. 69. Power Reviews offers cross-site consumer ratings </li></ul>
    70. 70. For Places <ul><li>Yelp
    71. 71. NextStop
    72. 72. Windows Live (now Bing), etc.
    73. 73. Google Maps </li></ul>
    74. 74. For places: Yelp! <ul><li>Free to consumers
    75. 75. Pseudonymous
    76. 76. Social, flexible
    77. 77. “Yelpmailing” lawsuits </li></ul>
    78. 81. Google Maps
    79. 82. Google Mobile Reviews
    80. 83. Local: Too few reviews, too many review sites <ul><li>One star – five star problem
    81. 84. Find a specialty site: Google “<specialty> <city> reviews”
    82. 85. Use an aggregator (e.g. Google Maps)
    83. 86. What do you do if you're a business owner and this happens.... </li></ul>
    84. 87. Local business worst nightmare
    85. 88. Nightmare fix <ul><li>Find out if you're a victim, and where
    86. 89. Find out how to write a review (Link)
    87. 90. Email the link to good customers, ask for a review, explain why.
    88. 91. Don't offer to compensate them! Just thank them. </li></ul>
    89. 92. Other Online Resources <ul><li>Advocacy groups (e.g. HRC, AFL-CIO)
    90. 93. Online Groups and email lists
    91. 94. Social networks
    92. 95. Business groups
    93. 96. Expert and hobbyist sites (woodworking)
    94. 97. Youtube - (“United broke my guitar”)
    95. 98. “sucks” sites </li></ul>
    96. 99. Local Entrepreneurs

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