Navigating Online Review Sites 02.09.12

574 views

Published on

For many industries, online review sites have a huge effect on foot traffic, brand perception, and a company’s bottom line. In fact, a recent study by BusinessWeek found that 70% of US consumers now consult review sites or ratings prior to making a purchase. In this hyper-competitive landscape, how can a brand approach review sites head-on to ensure that they are properly listed, optimized for search, and engaged with their audience?

Citing industry trends, examples, and best practices, 451 Marketing Director of Search Marketing Francis Skipper will teach attendees how to make the most of these popular sites.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
574
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Navigating Online Review Sites 02.09.12

  1. 1. Navigating Online Review Sites
  2. 2. Francis SkipperDirector of Search Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  3. 3. Wait, you’re a search marketingguy…why are you talking to us about review sites?
  4. 4. Restaurant WebsiteReview Sites Dominate Search Results
  5. 5. Keyword and Linking Opportunities
  6. 6. Why are Review Sites Important to Me?
  7. 7. Traffic to top review sites grew on average158% last year 46% feel they can be brutally honest on the Internet7 in 10 who read reviews share themwith friends, family, colleagues Reviews on a site can boost conversion +20% (Compete, 2011; Harris Poll, 2010; Deloitte & Touche, 2010; Bazaarvoice, 2010)
  8. 8. 70% now consult reviews or ratings before purchasingConsumers are 50% more likely to use a local business after a positive review (BusinessWeek, 2011)
  9. 9. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
  10. 10. The Major US Review Sites
  11. 11. 250,000 newclaimants a month
  12. 12. Every other second, directions/call from Yelp app>61 million uniquemonthly visitors 22 million reviews 1/3 of all Yelp.com searches from mobile (Yelp, 2011)
  13. 13. Not just restaurants! Changingdemographics Quantcast 2011
  14. 14. >50 million unique monthly visitors20 million members 60 million reviews
  15. 15. 4 million unique 15 millionmonthly visitors reviewers
  16. 16. 1.4 million uniquemonthly visitors
  17. 17. Claim and Build Listings
  18. 18. Claim
  19. 19. Claimgoogle.com/places
  20. 20. Claim
  21. 21. Fill Out Completely
  22. 22. Use Keywords!
  23. 23. Be Consistent
  24. 24. Monitor Your Listings
  25. 25. Take an Active Role
  26. 26. Don’t forget • Your reviewers are your paying customers • Your reviewers are human beings with (sometimes unpredictable) feelings • Your reviewers are vocal and opinionated (otherwise they would not be writing reviews!)
  27. 27. Responding to a Positive Review
  28. 28. Responding to a Negative Review • Take a deep breath • Acknowledge: thank you for the business and the feedback • Act: If you can, be specific about the customers experience and any changes you may have made as a result; this could go very far in earning trust. • Take the conversation offline
  29. 29. Review Distribution (Yelp, 08/11)
  30. 30. Use Feedbackto Improve Your Brand
  31. 31. Advertise
  32. 32. Remind Customers ofYour Online Presence - Offline
  33. 33. Review Site Deals and Promotions
  34. 34. Take-Aways• Presence on review sites is essential• List, claim, build• Complete profiles as much as possible• Use your keywords• Monitor profiles• Be active on sites when necessary• DON’T solicit reviews• Think before you respond• Use them as a tool for improvement• Make your presence known
  35. 35. About 451 Marketing • Founded in 2004 • Based in Boston • 25 Communications Professionals • Partners Nicholas Lowe, AJ Gerritson, and Tom Lee • Named a 2011
  36. 36. We specialize in: • Search Engine Optimization (SEO) • Paid Search and Pay-Per-Click Advertising • Paid Media Management • Traditional and Digital Public Relations • Targeted Press Releases • Content Creation • Social Media Marketing • Social Media Strategy Development/Training • Web Design and Implementation • Brand Development
  37. 37. Francis SkipperDirector of Search Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
  38. 38. Questions?
  39. 39. Navigating Online Review Sites

×