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Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
Online Reviews Webinar
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Online Reviews Webinar

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http://www.marketingtwins.com Understanding Yelp!, CitySearch, Insider Pages, Merchant Circle, Yahoo Local and reviews you see next to Google Maps. Find out what to do when (not if) you get a …

http://www.marketingtwins.com Understanding Yelp!, CitySearch, Insider Pages, Merchant Circle, Yahoo Local and reviews you see next to Google Maps. Find out what to do when (not if) you get a NEGATIVE consumer review on one of these sites. Also, learn the impact these reviews play on the increasingly popular idea of mobile or social search.

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  • 1. What Can You Do About Online Reviews? presented by Randy & Donny Vaughn MarketingTwins.com
  • 2. Who Are We Talking About? <ul><ul><li>Also Angie's List, Judy's Book, Craig's List </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Industry specific </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Local newspaper/TV/radio website reviews </li></ul></ul><ul><li>  </li></ul>
  • 3. Who Uses Reviews? <ul><li>You already use consumer review sites for judging: </li></ul><ul><li>  </li></ul><ul><ul><li>HOTELS </li></ul></ul><ul><ul><li>RESTAURANTS </li></ul></ul><ul><ul><li>BOOKS / FILMS / MUSIC </li></ul></ul><ul><ul><li>NEW CAR RESEARCH </li></ul></ul><ul><ul><li>TECH GADGETS </li></ul></ul>
  • 4. Why Is This So Important? <ul><ul><li>Most business is local (outside of tourism) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Local search (via desktop or mobile device) </li></ul></ul>
  • 5. Facebook & Twitter Chatter <ul><ul><li>Fan Pages create a buzz about a business </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Friends share good and bad reviews in their status updates </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Twitter is a feeding frenzy for WOM </li></ul></ul>
  • 6. Sample Review
  • 7. Sample Review
  • 8. &quot;Can't I Just Ignore Them?&quot; Ignorance may be bliss, but it can also lead to a  HUGE MISS!
  • 9. The Reality of Online Reviews <ul><ul><li>Happy customers walk away happy; dissatisfied customers like to rant and rave </li></ul></ul><ul><li>  </li></ul><ul><ul><li>70% of customers use their mobile device to find a business online </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Not all do e-commerce, but most do research </li></ul></ul><ul><ul><li>Interaction with your brand or business leaves either a positive, negative or indifferent impression (only one is worth anything; the latter 2 are both detrimental) </li></ul></ul>
  • 10. Your Reputation is At Stake! &quot;The time to build an audience is before you need it.  You need people for whom you add value, a small army of followers who can help you when you need it.&quot; (M. Hyatt)
  • 11. Know What's Being Said <ul><ul><li>Ask customers, new employee, friends </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Monitor chatter in local paper or industry publications (letters to the editor) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Google news alerts, Twitter </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Search all the review sites </li></ul></ul>
  • 12. Negative Reviews: What Can You Do?
  • 13. Negative Reviews: What Can You Do? <ul><ul><li>Most consumer review sites offer the verified business owner the opportunity to respond to the accusation </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Most sites have policies to remove reviews, but they WILL NOT REMOVE it just because you don't like it </li></ul></ul>
  • 14. Negative Reviews: How Will You Respond? Ignore it - pretend it's no big deal
  • 15. Negative Reviews: How Will You Respond? Track down the reviewer and make 'em pay! . . . but is it worth the  risk of your reputation?
  • 16. Negative Reviews: How Will You Respond? Listen well and make changes
  • 17. Negative Reviews: How Will You Respond? Report a terribly malicious review to the owners of the site . . .  expect little!
  • 18. Negative Reviews: How Will You Respond? Respond to the facts . . . tactfully and professionally
  • 19. Negative Reviews: How Will You Respond? Make conversion the goal! now!
  • 20. Negative Reviews: How Will You Respond? TIME BOMB: Simmer before you respond NEW CUSTOMER: Respond quickly LONG-TIMER: Respond personally
  • 21. Negative Reviews: How Will You Respond? Admit that you failed their expectations . . . but without the &quot;but&quot;!
  • 22. Negative Reviews: How Will You Respond? Let 'em go . . . some customers are not worth it!
  • 23. BE PROACTIVE! BE PREPARED!
  • 24. Set Up Business Profiles <ul><ul><li>Google Local Business Center </li></ul></ul><ul><ul><li>Bing Local Listing Center </li></ul></ul><ul><ul><li>Yahoo Local </li></ul></ul><ul><ul><li>Yelp! </li></ul></ul><ul><ul><li>Citysearch </li></ul></ul><ul><ul><li>MerchantCircle </li></ul></ul><ul><ul><li>insiderpages </li></ul></ul><ul><li>  </li></ul><ul><li>  . . . optimize each profile! </li></ul>BASIC INFO - DESCRIPTION - COUPONS PICS CATEGORIES -  LINKS PIN DROP LOCATOR
  • 25. The best way to bury bad press is to  flood the conversation with great press!
  • 26. GET POSITIVE REVIEWS!
  • 27. A BETTER STRATEGY <ul><ul><li>Never make up reviews </li></ul></ul><ul><ul><li>Move from comment cards to online reviews </li></ul></ul><ul><ul><li>Print out online reviews to put in a binder </li></ul></ul><ul><ul><li>Make it easy - share a link </li></ul></ul><ul><ul><li>5. Direct customers to various review sites </li></ul></ul><ul><ul><li>6. Call on Facebook Fans </li></ul></ul>
  • 28. A BETTER STRATEGY <ul><ul><li>Recognition works  but don't bribe </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Authenticity is huge for your customers! </li></ul></ul><ul><li>  </li></ul><ul><ul><li>WOW makes WOM! </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>High-value content behind the stars </li></ul></ul><ul><ul><li>Content doubles for SEO value </li></ul></ul>
  • 29. More resources for you: marketingtwins.com/ services <ul><ul><li>Web Design </li></ul></ul><ul><ul><li>Customized Facebook Fan Pages </li></ul></ul><ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>Marketing Coaching </li></ul></ul><ul><ul><li>Graphic Design </li></ul></ul><ul><ul><li>Branding Consultation </li></ul></ul>

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