This document discusses defending a business's reputation online through customer reviews. It notes that most reviews are positive, but unhappy customers are unlikely to return without resolution. While some myths exist, such as not allowing negative reviews, reviews provide engagement and growth opportunities if handled properly. The document reviews major review sites like Yelp and their guidelines. It emphasizes claiming a business listing, providing good service, and diplomatically responding to negative reviews privately and publicly. The key takeaways are that consumers trust reviews, most reviews are positive, focus on local reviews, consider mobile reviews, and see reviews as a way to grow a business.

2. Defending Your
Business's Reputation
Online
June 12, 2013
Social Media Series
Presented by: James Basbas

3. A Little About Altos…
• Located in Bedford
• 10 years in business
• Degreed designers, developers, writers &
marketing professionals on staff
• Over 150 clients
• Broad portfolio of work

4. A few of our clients…

5. Where will we take you
today?

6. Customer Review Facts

7. The Good
• 80% of reviews posted on review websites are
positive.
• 95% of unhappy customers will return if an
issue is revolved quickly and efficiently
• 82% of consumers considered user generated
reviews extremely valuable or valuable
• Every Star in a Review Leads to a 5-9% Jump in
Revenues

8. The Bad
• 90% of unhappy clients will not do business
with the same company again.
• 87% of respondents said they would trust a
friend’s recommendation over a review by a
critic.
• 84% of respondents said they would trust a
user’s recommendation over a review by a
critic.

9. Myths
• More than 80% of reviews are positive.
• Customers expect to see some negative
reviews.
• Customers are savvy.
• Negative reviews are an opportunity.
• Negative reviews happen with or without you.
Myth#1: I don’t want to allow people to say
something bad about me.

10. Myths
• Not everyone writes reviews
• It is another way to engage
• Your customers are looking, so should you.
• An efficient process
Myth#2: I don’t have time to stay on top of
all of the reviews.

11. Myths
• Consumers can remove review themselves, if the
situation was corrected by the business owner
• Reviews that violate guidelines will get removed by the
customer support team.
• Reviews can’t represent a conflict of interest. If a
competitor is writing a review it will be removed.
• Reviews must be a first-hand experience. Something
that a friend told you about a business will be
removed.
• Lewd and offensive language gets removed.
Myth#3: I am not protected from
questionable reveiws.

13. Yelp
• 60 mil registered users
• 20 mil reviews
• 75% not restaurants
• Free

20. The Basics
• Search for your business
• Claim your business

21. Yelp Guidelines
• Inappropriate content
• Conflicts of interest
• Promotional content
• Relevance
• Privacy
• Intellectual property

22. Additional Yelp Resources
• Advertising
– Remove competitors’ ads
– Enhanced Photo slideshows
– Videos
• Yelp Deals
• Message Your Customers
• View Business Trends

23. AltosMarketing.com/flickr

24. Yelp Criticism
• Pay to play
• Review Filtering

25. How Review Filtering Works

30. How to Get More Reviews

37. Basic Information

38. Service Area

39. Verification

43. Mobile

44. Negative Reviews
1. Breathe & Step Away
2. Review Your Customer Service
3. Respond Diplomatically
4. Continue to Be Engaged

45. Responding
• A private message is typically the best first step when
you receive a negative review.
• Thank the customer for the review.
• Recognize any positive aspects of the review.
• Apologize for the issue.
• Let the customer know how you’ve followed up on the
issue to resolve their concerns.
• Welcome them back to give the business another try
Private Messages

46. Responding
• Thank them for the feedback.
• Address the issue and let them know how you’re
fixing it.
• Let the world know that you always endeavor to
resolve problems like that your business. “Your
experience wasn’t our intention.”
• Call out anything that might have changed in your
business since
Public Comment

47. Responding
• Consumers look at the big picture. No business is made or
broken in one review, they’re looking at the overall rating.
• Potential customers will see you lashing out against your
customers which will do more harm than good. The Yelp
community may punish you for abusing Yelp users.
• Don’t encourage a back-and-forth. Take the high road.
Something like: “We’d love to work with you to resolve this
situation. If that’s not possible, we respect your opinion
and wish you well.”
Don’t Freak Out

48. • 70% consult reviews or ratings before
purchasing
• 41% read 4-7 reviews before they purchase
• 63% are more likely to purchase from a site if
it has product reviews
• Customer reviews create 74% increase in
product conversion
• 93% regularly or occassionally research
products online before buying in a store

49. 1. Consumers trust online reviews
2. An overwhelming majority of reviews are positive
3. Local, local, local
4. Mobile
5. A vehicle to grow your business
5 Key Take-aways

50. Thank You
AltosMarketing.com/chamber