LSA Bootcamp Portland: Taking Control of Your Online Reputation

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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Portland 11/1/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

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  • Plenty of research showing that reviews influence consumers in general.

    Reviews are really just a more formal version of “word of mouth”.
  • Plenty of research showing that reviews influence consumers in general.

    Reviews are really just a more formal version of “word of mouth”.
  • Provide great service – whole other subject
    Learn what leads to success / stumbles
    Customer needs analysis
    Set expectations
  • Provide great service – whole other subject
    Learn what leads to success / stumbles
    Customer needs analysis
    Set expectations

  • Window clings: claim and order from site, or DIY

  • More aggressive = more risk

    Incentivized reviews don’t look natural

    Flood of reviews is suspicious and may get filtered

  • More aggressive = more risk

    Incentivized reviews don’t look natural

    Flood of reviews is suspicious and may get filtered
  • We pour our hearts into our business, so it’s understandable that bad reviews can hurt.
  • People generally consider aggregate score
    More trust in middle range reviews
    You look real

  • Can result in a user updating their review
    At least shows you care
    You don’t want back in forth in public
    Sometimes a bad review says more about the reviewer than the business – readers can pick up on this
  • Why do they like you
    What don’t they like
    What more are they looking for
    What’s causing confusion?
  • LSA Bootcamp Portland: Taking Control of Your Online Reputation

    1. 1. Taking Control of Your Online Reputation
    2. 2. Taking Control of Your Online Reputation Consumer reviews can have a significant impact on your bottom line. Learn best practices to deal with difficult customers and negative reviews. Learn effective methods to get reviews in ways that don’t break the rules.
    3. 3. Who reads reviews? Lots of people (they also just talk to each other)
    4. 4. Who reads reviews? Plenty of surveys show significant influence of reviews Insert Boring Survey Chart Here
    5. 5. What to do about reviews?
    6. 6. What to do about reviews? Provide great service
    7. 7. Getting more reviews Search Rankings: More reviews is better than great reviews
    8. 8. Getting more reviews Provide great service
    9. 9. Getting more reviews  Window clings from Yelp, Foursquare, TripAdvisor  “Feel free to share your experience on Yelp”  “How did you find out about us? …” Use the power of suggestion
    10. 10. Getting more reviews  Directly ask for reviews  Provide incentives for reviews  Pay people to leave reviews  Create a bunch of accounts and write your own Advanced techniques
    11. 11. Getting more reviews  Yelp: Don’t even ask  Google: OK to ask, don’t incentivize  FTC: What Google said By the book
    12. 12. Getting more reviews  Create check-in specials on Foursquare, Yelp, and Facebook  Attracts people likely to leave 4SQ Tips, Reviews  4SQ: Create your own Tips Alternative: Check-ins, Tips
    13. 13. Dealing with bad reviews Take a deep breath. Count to ten.
    14. 14. Dealing with bad reviews Don’t obsess over less-than-perfect reviews
    15. 15. Dealing with bad reviews Report abusive reviews  Threatening, bigoted (Yelp allows salty language)  Look at user’s other reviews for signs of fakeness  Don’t expect this to work
    16. 16. Dealing with bad reviews Respond  Acknowledge / apologize  Clarify / resolve  Take it offline
    17. 17. Free market research MR is valuable MR is expensive Reviews are free MR Take advantage of it
    18. 18. Other things to consider Responding to good reviews Industry-specific review sites Service-area businesses (Thumbtack)

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