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Peter Martin – How To Stop Bad Reviews And Build Positive Reviews On Google+ And Yelp


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Peter Martin, President of Cactus Sky Communications, will be discussing the importance of Permission Based Email Marketing. Are you reaching a wide enough audience each week? Each Month? If the answer is NO, then you’ll want to see Peter speak at the Internet Sales 20 Group in Los Angeles, CA on November 12-14. Peter will walk you through Cactus Sky’s ability to deliver email through SPAM filters and the tracking of the recipients’ actions (clicks) that goes along with it.

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Peter Martin – How To Stop Bad Reviews And Build Positive Reviews On Google+ And Yelp

  1. 1. How to Stop Bad Reviews and Build Positive Reviews on Google+ and Yelp Presented by Peter Martin President, Cactus Sky Communications Page: 43
  2. 2. How Your Online Reputation Influences Sales 97% of customers go online before setting foot in your dealership Are you ready for the new Google Maps? 2
  3. 3. The Zero Moment of Truth influences… Which brands make the shopping list Where shoppers choose to buy With whom they share the results ~This moment has changed the marketing industry forever. 3
  4. 4. The Importance Of Online Reputation • Less than 1% go past page one on Google Online reviews rank highest. If you are not visible to consumers, you WILL lose sales 4
  5. 5. New Google Maps Means New Ads and New Focus on Reviews You’ll be well ahead of the game if you’ve added location extensions to your ads, brought your business listing up to date, and freshened up your strategy for soliciting and managing online reviews. 5
  6. 6. The upside: more exposure for your dealership on every local search. The catch: You’ll have to make some tweaks to your ad extensions, and pay more attention to your customer reviews. 6
  7. 7. Moment of Truth 62% of consumers surveyed said they would change their mind after reading 1-3 negative reviews about a product or service. 7
  8. 8. Online reviews are extremely powerful - both negative and positive. According to a 2011 Harvard Study, every star a business received on Yelp from reviewers resulted in a 5 to 7 percent jump in revenue. 8
  9. 9. What Is Your Reputation Budget? Who is more believable HER peers or YOU? 9
  10. 10. Smart phones Define Your Business 79% of consumers use a smart phone to help with shopping. 10
  11. 11. Mobile-Enabled 70% of consumers delete an email if it looks bad on a mobile device Three out of five (59%) people are more likely to research products online 11
  12. 12. Local Search Map Listings By the end of 2013, 50% of car buyers will be using their mobile device to purchase and service vehicles Get Directions Find Nearest Car Dealership Mapping & Directions
  13. 13. High Stakes Game It takes 18 positive reviews to outweigh 1 negative review. Time is of the essence! 13
  14. 14. Online Reputation Problems • • • • Under-estimating the power of mobile No budget Leaving it to chance No response plan 14
  15. 15. The Statistics Say It All Ninety-One Percent of consumers said they would use reviews when deciding on a dealership. 91% 15
  16. 16. The Power of Women • 78% of your service customers are women • Women are 3 times more likely to post a review as opposed to men 16
  17. 17. Word of Mouth 1 negative social media review can cost you 30 new customers. A happy customer will tell 3 to 5 people, but an unhappy customer will tell more than 20 people. 17
  18. 18. Proactive Competitive Advantage • Credible service reviews • Automated “Organic Slow Drip” • The Google Black Hole • Implement before you need it 18
  19. 19. How Are Major Review Sites Cracking Down On Consumer Reviews? • • • • • Google Purge | Yelp Filters Too many too fast Replication Incentivizing “Active” user? 19
  20. 20. Testimonial Review Pages on Dealer Site Not ranked on first page of Google for the Dealers name (example Presto Reviews) Google prefers validated content, REAL reviews on 3rd party review sites…NOT the dealer site 20
  21. 21. Why is Yelp Important?
  22. 22. Yelp Is Connected to Siri 50% of all Smart Phone Owners have an iPhone 22
  23. 23. For Yelp No Pay – No Review The only way to counter that… Continuously submit reviews. This lowers your risk of having a yelp account left with only negative, or no reviews at all. 23
  24. 24. Are Your Reviews Visible on Multiple Review Sites? Be wary of reputation management companies that place positive reviews on your website ONLY.
  25. 25. SEO Algorithm Incorporated Into Review Sites Google incorporates your online reputation into the ranking algorithm. This can lower your overall Google ranking.
  26. 26. Top Review Sites To be successful, you must be seen on these review sites: • • • • • Yelp Google Local CitySearch Yellow Pages Yahoo Local
  27. 27. Consistent Name, Address and Phone Number across the Top Review Sites Need to Check how your dealership is seen online on Review Sites, Maps and Apps? Visit:
  28. 28. Claiming Your Sites It is imperative you claim ALL review sites with consistent credentials (Name, Address, Phone)
  29. 29. Where Do You Rank? Review sites with too much negative feedback, or dealerships not found on highly ranked review sites, will be moved down the Google search stack and compromise their competitive advantage. Dealers miss the pivotal opportunity to get a review on the review sites that Google says are credible.
  30. 30. Address the Negative… A negative review will pop up in 35% of the searches for your dealership
  31. 31. Step Up to the  Use interactive HTML email to contact your Plate customers and ask them for a review.   Ask Your Customers If They Are Happy Link them to 3rd party review sites. Give them an opportunity to complain to you 1st
  32. 32. Both Service and Sales customers should be contacted •Interactive HTML •Mobile friendly email •Offer links to 3rd party review sites •Ask for the review • See if they’re happy 32
  33. 33. In all your emails, provide a way to get feedback Privately OFFER NOT SATISFIED BUTTON 33
  34. 34. 34
  35. 35. This is an ACTUAL Not Satisfied review that was submitted about one of our clients: “Ur the biggest @#*!% scumbag on the face of the planet I hope u die and everyone that works for u also. Please use a hand grenade in the middle of ur dealership and make sure everyone that u kno and works for u is standing there”
  36. 36. Email Challenge No matter how many emails are sent out on your behalf, only a small percentage make it past the spam filters. •To a customer list you should see a 5 to 20% open rate. •To a prospect list you should see a 1 to 4% open rate.
  37. 37. When to ask? The best time to ask for a review is within 48 hours of the customer being in the dealership.
  38. 38. Fix the Problem • After a sale, only 4% of unhappy consumers will complain to you • 90% of customers will come back to your dealership if you address their concern immediately
  39. 39. ORM Providers Miss the Magic Customer Review Opportunity Goal: Most ORM providers are leading Dealership customers to the dealer site FIRST to share a review. This is not going to help you with Google and Yelp.
  40. 40. Dealer Site or 3rd Party Review Site Why lower the ability to get positive reviews on 3rd party review sites where prospects are more likely to find believable reviews and select your dealership? Car Shoppers are skeptical of Dealer website reviews. Not as credible as 3rd party review sites like Yelp, Google Local, etc.
  41. 41. Allowing customers to post reviews from the dealership including a mobile device used by the sales associates. According to a Google forum, reasons why companies may have their reviews removed and filtered: • Too many review posts in a single day or even in a single month • Reviews that are generated from the same IP address (think ‘iPads and review stations’) • The same reviews on multiple 3rd party listings • Posting on your customers behalf – algorithms are tracking location of published review 41
  42. 42. Only asking for positive reviews • One of your greatest missed opportunities is stopping a complaint before a damaging customer opinion is posted on a 3rd party review site • Customers who comment directly to you do NOT post feedback on 3rd party review sites
  43. 43. Being Reactive versus Proactive • Keep in mind that online reputation management is one of those things that works much better if you implement it before you actually need it
  44. 44. It is NOT OK to pay for a review or hire someone to write reviews. • Anything but an honest review from a real customer is provocative and could have your dealership review site shut down. • Yelp said it will now start posting visible consumer alerts on websites suspected of soliciting reviews-for-hire to boost ratings.
  45. 45. Sending out mass emails asking for reviews •Do not launch mass email campaigns to all unsold internet prospects in CRM asking for reviews. •CRM’s are not capable of sending out mobile-enabled emails. Solution: send out mobile-enabled emails to previous customers in slow organic drip.
  46. 46. Worry About Customer Fatigue Myth: Customers do not want to post positive sentiment after their transaction at the dealership. SOLUTION: email your customer and ask for a review on 3rd party review sites to increase positive feedback and prevent distasteful complaints from going online. Best Practice: Take a copy (jpeg) of your 3rd party reviews and place on the dealer site.
  47. 47. Send out an email asking for a review without someone monitoring that account to respond. A manager should respond to any complaints immediately.
  48. 48. Prevent Negative Reviews Tell your customer if Unsatisfied, to click on … We distribute the Not Satisfied notifications to multiple key contacts in the dealership.
  49. 49. Monitor, Listen and Act Proactively monitor your online reputation, communicating and listening to your customers and acting immediately when a negative review or complaint is initiated.
  50. 50. Claim Your Name Be sure to claim your Google Places and Yahoo Local pages with a consistent business name and location. Populating them with content such as images and reviews will help prospects find your business online.
  51. 51. Build Reviews on Sites That Google Ranks Highest Fact: 35-40% of all searched performed that lead to an organic click-through to your website come from a direct search of your company’s name 51
  52. 52. Focus on Local Search • Prospects will search on the type of business and a specific geographic location • Third party reviews are a key ranking driver in prospect opinions 52
  53. 53. Choose an email service provider that’s measurable with clear reporting. Have you noticed CRM providers don’t give deliverability reports? 53
  54. 54. Make sure your emails are mobile enabled 54
  55. 55. 55
  56. 56. For More Information Contact: Peter “webdoc” Martin 941.756.1932 office 954.205.7716 cell