Threesides - Human Brochure 101 - Online Reviews

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Developing a structured approach to consolidating, growing and evaluating your businesses online review profile is a smart move for businesses. This session presented to the Human Brochure 101 group provided simple tips for structuring and supporting a best practice online reviews program.

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Threesides - Human Brochure 101 - Online Reviews

  1. 1. Online Reviews: Human Brochure 101
  2. 2. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  3. 3. We help these businesses with their online marketing: Old Bus Depot Markets National Parks NSW - Whales Retail 360 Campus Living Villages Yass Valley Tourism Sovereign Hill DDCS family Lawyers Trev’s café Dickson (and more…)
  4. 4. Learning Outcomes 1. Develop channels to support and encourage open online feedback and reviews 2.Understand the digital do’s and don'ts of feedback.
  5. 5. Word of mouth or reviews? Word of mouth = unstructured chatter or discussion Reviews = structured and directed feedback, opinion or insight
  6. 6. This is really people based advertising The basics you need to continue here: 1. A Good product 2. Something worth talking about 3. A willingness to be involved 4. Your best customer service smile 5. A little bit of time and a lot of patience.
  7. 7. Earning consumer trust is the holy grail of a successful marketing campaign
  8. 8. 84% of global respondents (across 58 countries) said Word-of-mouth recommendations from friends and family, are still the most influential and the most trustworthy. – Nielsen Sep 2013 Nielsen Global Survey of Trust in Advertising 2013 - http://www.nielsen.com/us/en/newswire/2013/under-the- influence-consumer-trust-in-advertising.html
  9. 9. 68% of people indicated that they trust consumer opinions posted online, which ranked third in 2013, (up 7 percentage points from 2007). – Nielsen Sep 2013 Nielsen Global Survey of Trust in Advertising 2013 - http://www.nielsen.com/us/en/newswire/2013/under-the- influence-consumer-trust-in-advertising.html
  10. 10. Reviews influence… 1. Potential buyers 2. The friends and family of past buyers 3. Search engines 4. Your brand 5. Other businesses opinion
  11. 11. DIGITAL TACTICS
  12. 12. Digital Tactics WEBSITE & Content LOCAL Listings + Content Distribution LINKS connections SEARCH SEO/SEM SALES & Distribution DIRECT marketing SOCIAL Media REVIEW Sites ONLINE MARKETING PLAN+ TACTICS Digital Footprint Target market Plan + Tactics Budget Reporting
  13. 13. DEVELOPING YOUR REVIEWS PLAN
  14. 14. SUCCESS
  15. 15. 1. Find it 2. Claim and update it 3. Respond to it 4. Track it 5. Ask for it 6. Incentivise and reward it 7. Evaluate it 7 Steps to ‘Online Review Success’ ConsolidateGrow Start
  16. 16. Our case study
  17. 17. 1. FIND IT
  18. 18. Find where people talk Google Tools 1. Search - http://www.google.com.au/blogsearch 2. Analytics - http://www.google.com.au/analytics/ 3. Webmaster Tools (backlinks) - https://www.google.com/webmasters/tools/home 4. Google Alerts - http://www.google.com.au/alerts
  19. 19. Search in the known hangouts 1. Trip advisor (Tourism / Hospitality) 2. Facebook places 3. Urban Spoon / Yelp 4. Riot Act 5. Directory sites – True Local / Start Local 6. Industry review sites (Restaurants)
  20. 20. Dig a bit further 7. Blogs 8. # Tags in Instagram and Twitter 9. Specialised Industry publications (eg. Wedding Guides)
  21. 21. Google blog search
  22. 22. Monitor the web with Google Alerts www.google.com/alerts
  23. 23. 2. CLAIM AND UPDATE IT
  24. 24. Google Maps https://www.google.com/local/business/add
  25. 25. Google + https://plus.google.com/107732474173647565425/a bout
  26. 26. http://www.google.com.au/business/placesforbusiness
  27. 27. Facebook Place (or Page)
  28. 28. Urban Spoon
  29. 29. https://www.tripadvisor.com.au/Owners
  30. 30. Claim it (Steps) 1.Find the sites 2.Find the ‘claim button’ 3.Register your details 4.Add the correct business details and photos
  31. 31. 3. RESPOND TO IT
  32. 32. Should you respond to every review you get? Respond to everything?
  33. 33. 1. All ‘static reviews’ should be responded to 2. Respond quickly to customer posts – good or bad 3. Be factual and stay calm – Maybe do it tomorrow? 4. Accept you can’t keep everyone happy 5. Take major issues offline or into private space 6. Ask them to contact you to follow up further 7. Say thankyou and encourage positivity Review Response ‘Do’’s
  34. 34. 1. Negativity 2. Getting angry – being an A#*hole 3. Starting Arguments 4. Disclosing personal information of customers 5. Upselling 6. Slow responses 7. Talking about yourself 8. Inconsistency 9. Fake answers Review Response ‘Don’ts’
  35. 35. Type of issue Response Straight Problems –issue with your product or service and person has laid out exactly what went wrong. Respond directly and quickly Constructive Criticism - when the comment comes with a suggestion attached. Respond and take on board Merited Attack –Essentially, you or your company did something wrong, and someone is angry. Respond , follow up, move offline if necessary Trolling/Spam –no valid reason for being angry at you Ignore, block, ban, report Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/ Negative response options
  36. 36. You choose how you respond http://www.tripadvisor.com.au/Hotel_Review-g255057-d287857- Reviews-Capital_Executive_Apartment_Hotel_Canberra- Canberra_Greater_Canberra_Australian_Capital.html
  37. 37. AVOID ONLINE ASTROTURFING http://en.wikipedia.org/wiki/Astroturfing
  38. 38. Online reviews ACCC Guide for Business http://www.accc.gov.au/publications/online-reviews-a-guide-for-business-review- platforms
  39. 39. 4. TRACK IT
  40. 40. Track it 1. List the sites in a spreadsheet - track number of reviews - score - sentiment 2. Add to your browser favourites 3. Activate email alerts from sites 4. Periodically check in on sites (eg. 1 hr per month)
  41. 41. 5. ASK FOR IT
  42. 42. Ask for feedback Pick your channel: 1. In person at the Point of Sale 2. At the register / in the store (flyer, sign) 3. Post purchase email 4. On social media 5. On your website (contact page /reviews page) 6. Feedback Survey (Be mindful of Soliciting feedback T+C’s and ask for permission to selectively republish)
  43. 43. Website and email http://www.lanternapartments.com.au/thredbo-info/reviews/
  44. 44. 6. INCENTIVISE AND REWARD IT
  45. 45. Incentive guidelines Incentives should only be offered in exchange for reviews of your business if: 1. Incentives are offered equally to consumers likely to be complimentary and consumers likely to be critical, and positive and negative reviews are treated the same 2. The reviewer is expressly told that the incentive is available whether the review is positive or negative 3. The incentive is prominently disclosed to users who rely on affected reviews
  46. 46. What’s your price? What is your feedback worth?
  47. 47. Incentives and rewards 1. Delayed incentive (competition) 2. Repeat purchase (complete feedback for 10% off your next visit) 3. Free return offer (complete feedback and get something next time) 4. Pass it on offer 5. Value add at point of sale (what are your after dinner mints?)
  48. 48. Flint competition
  49. 49. 7. EVALUATE IT
  50. 50. Get a handle on the numbers 1. Track feedback via channels (old vs new) 2. Qualitative and Quantitative 3. Track sentiment - is it changing 4. Track Referral traffic - analytics 5. Track rankings
  51. 51. Online evaluation and tracking http://analytics.google.com
  52. 52. Our case study
  53. 53. 1. Find it 2. Claim and update it 3. Respond to it 4. Track it 5. Ask for it 6. Incentivi se and reward it 7. Evaluate it 7 Steps to ‘Online Review Success’ ConsolidateGrow
  54. 54. Stay In Touch www. http://tourism.act.gov.au/ www.actdigitalenterprise.com.au www.threesides.com.au www.facebook.com/threesides www.twitter.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides www.pinterest.com/threesidespins
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