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How to embrace the Online REVIEWlution

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Exploring the world of online reviews and how they are used as a marketing tool and a feedback mechanism.

This is my presentation from Social Media Conference 2016 in Manchester.

Published in: Business
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How to embrace the Online REVIEWlution

  1. 1. How to embrace the online REVIEWlution Ben M Roberts @roberts_ben_m #SMCONF2016
  2. 2. Ben M Roberts Who am I? @roberts_ben_m #SMCONF2016 Marketing Strategist at Heinnie Haynes Over 14200 Online Reviews @roberts_ben_m Ben-m-roberts.com
  3. 3. @roberts_ben_m #SMCONF2016 THE PROPOSITION “ANYONE CAN SAY ANYTHING ONLINE. HOWEVER, NOT EVERYONE CAN BACK UP THEIR CLAIMS. IF YOU ARE TRULY GOOD AT WHAT YOU DO, YOUR CUSTOMERS WILL BE ONE OF YOUR BIGGEST MARKETING ASSETS”
  4. 4. @roberts_ben_m #SMCONF2016 What are reviews and why do they matter?
  5. 5. @roberts_ben_m #SMCONF2016 Where are these reviews found?
  6. 6. @roberts_ben_m #SMCONF2016 Why are reviews important?
  7. 7. @roberts_ben_m #SMCONF2016 How do you encourage and respond to reviews?
  8. 8. @roberts_ben_m #SMCONF2016 Where is the REVIEWlution heading?
  9. 9. @roberts_ben_m #SMCONF2016 What are reviews and why do they matter?
  10. 10. @roberts_ben_m #SMCONF2016 Reviews are more than just a 5 star rating and a few lines of text
  11. 11. Reviews feed the entire business REVIEWS @roberts_ben_m #SMCONF2016
  12. 12. @roberts_ben_m #SMCONF2016 The Knowledge “92% of consumers now read reviews Vs 88% in 2014” “84% of people trust online reviews as much as a personal recommendation”
  13. 13. @roberts_ben_m #SMCONF2016 In short, people trust other people not companies
  14. 14. @roberts_ben_m #SMCONF2016 You have a choice
  15. 15. @roberts_ben_m #SMCONF2016
  16. 16. @roberts_ben_m #SMCONF2016
  17. 17. @roberts_ben_m #SMCONF2016 Why are online reviews important?
  18. 18. “Only 9% of consumers never search for a company online” @roberts_ben_m #SMCONF2016
  19. 19. “88% of online shoppers incorporate reviews into their purchase decision” @roberts_ben_m #SMCONF2016
  20. 20. @roberts_ben_m #SMCONF2016
  21. 21. As well as increasing sales, reviews posted online have great SEO benefits @roberts_ben_m #SMCONF2016
  22. 22. @roberts_ben_m #SMCONF2016
  23. 23. Reviews provide FRESH CONTENT @roberts_ben_m #SMCONF2016
  24. 24. “73% of consumers think that reviews older than 3 months are no longer relevant” @roberts_ben_m #SMCONF2016
  25. 25. @roberts_ben_m #SMCONF2016
  26. 26. Where are all these reviews found? @roberts_ben_m #SMCONF2016
  27. 27. @roberts_ben_m #SMCONF2016 Everywhere Social Media Third Party Review Sites Product Pages Blogs ForumsSearch Engines
  28. 28. @roberts_ben_m #SMCONF2016
  29. 29. @roberts_ben_m #SMCONF2016
  30. 30. Location Example 3 @roberts_ben_m #SMCONF2016
  31. 31. What about testimonial pages? NO, JUST NO @roberts_ben_m #SMCONF2016
  32. 32. @roberts_ben_m #SMCONF2016
  33. 33. How do you encourage and respond to online reviews? @roberts_ben_m #SMCONF2016
  34. 34. It’s ok to ask! But, never bribe! @roberts_ben_m #SMCONF2016
  35. 35. Asking people for a specific rating or type of review devalues every single other review about your business/products @roberts_ben_m #SMCONF2016
  36. 36. @roberts_ben_m #SMCONF2016
  37. 37. @roberts_ben_m #SMCONF2016 What were the results? 0 100 200 300 400 500 600 700 May June July August September October May: 193 Reviews June: 213 Reviews July: 211 Reviews August: 275 Reviews September: 251 Reviews October: 641 Reviews 155% INCREASE
  38. 38. Should you respond to all reviews? @roberts_ben_m #SMCONF2016
  39. 39. Respond to every single negative review! @roberts_ben_m #SMCONF2016
  40. 40. 1. Be calm, be cool, be composed (3c’s) 2. Reply no more than twice publically 3. Take conversation privately if possible 4. Be Human @roberts_ben_m #SMCONF2016
  41. 41. Where is the REVIEWlution headed? @roberts_ben_m #SMCONF2016
  42. 42. As online competition continues to grow, so too does the importance of standing out from the crowd @roberts_ben_m #SMCONF2016
  43. 43. There is no better method of obtaining unbiased, and consistent customer insights @roberts_ben_m #SMCONF2016
  44. 44. THANK YOU! Now it’s time for you to join the REVIEWlution ben-m-roberts.com @roberts_ben_m #SMCONF2016

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