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Navigating Online Review Sites 3.29.12


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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 Business Week 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 in this free workshop. Attendees will leave with an understanding of the ins and outs of online review sites and how they affect online reputation and search rankings.

Published in: Business, Technology
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Navigating Online Review Sites 3.29.12

  1. 1. Navigating Online Review Sites
  2. 2. Francis SkipperDirector of Search Marketing 415.542.6250 @fskip
  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. 7 in 10 who read reviews share them Reviews on a site can boost conversion +20% Traffic to top review sites grew 158% last year (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 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. Claim
  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. Answering as a Real Person Thanks for the feedback! We’re glad you enjoyed your experience! -John T. ManagerMakes Response More Sincere
  28. 28. Responding to a Positive Review
  29. 29. 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
  30. 30. Review Distribution (Yelp, 08/11)
  31. 31. Use Feedbackto Improve Your Brand
  32. 32. Advertise
  33. 33. Remind Customers ofYour Online Presence - Offline
  34. 34. Review Site Deals and Promotions
  35. 35. What Makes Reviewed Sites Rise to the Top?MARCH 28
  36. 36. 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
  37. 37. About 451 Marketing • Founded in 2004 • Based in Boston • 30 Communications Professionals • Partners Nicholas Lowe, AJ Gerritson, and Tom Lee • Named a 2011 & 2012
  38. 38. 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
  39. 39. Francis SkipperDirector of Search Marketing 415.542.6250 @fskip
  40. 40. Questions?
  41. 41. Navigating Online Review Sites