Managing Your Online Reputation (Yelp)

•

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Localogy

Presentation from the LA Digital Boot Camp for business owners April 19, 2015.

Marketing

How to Get Your Customers to Rave About You Online

AGENDA
01 Why should I care about my online reputation?
02 What websites/platforms matter most to my business?
03 How should I respond to reviews, comments and feedback online?
04 How can I achieve a strong online presence?

How Are Most
Consumers Finding
Local Businesses?

If you dread the words “Online Reputation,” ask yourself:
“Would I approach someone if I heard them talking about my business in the real world?”

What websites & platforms matter most to my business?

Yelp Conﬁdential

Discounts?
Photos?
Promotions?
Store Hours?
Experience?
Website?
Tip #1: Determine Where You Want to Focus Your Attention &
Optimize Your Proﬁles

135 Million
monthly unique visitors
71 Million
Reviews (as of Q4, 2014)
Yelp Exists
To connect people with great
local businesses.

The Yelp App:
Coming to a Device Near You!
72M 374k 65% 523k

Start Here:
Desktop: www.biz.yelp.com
Mobile: www.biz.yelp.com/support/mobile

Free Tools, User Views and Customer Leads

Customer Leads:
The Breakdown of what’s included…

Optimize Your Listing:
A look at a non-optimized listing.

Optimize Your Listing:
All of this is Free!

Yelp Deals & Check-In Offers:
Entice customers to transact with you right from your Yelp Business Page!
Available on paper… …or on your phone.

Your Mobile Audience:
Entice them with a check-in offer.
Thanks for checking in to
Safari Helicopter Tours!
Here’s a little something to show their
appreciation:
1 Free
Jurassic Waterfall
Poster

How should I respond to reviews, comments & feedback online?

Remember These Steps!
Don't respond immediately. The best advice I've
received is to sleep on it (although I typically lose
sleep over such reviews). Waiting 24 hours can
make all the difference.
STEP ONE:
STOP

01

Remember These Steps!
Drop the prideful, defensive and harsh response. Let
a trusted co-worker or friend read through your
response before posting. Remember taking the high
road is rarely a bad idea.
STEP TWO:
DROP

02

Remember These Steps!
Roll with it. In the end, you can’t control the
opinions of your clients. Attempt to mend any valid
issues this person presented through their review.
Keep providing the best possible service and
products. Do those things and the more affectionate
reviews will exponentially multiply!
STEP THREE:
ROLL

03

Stop, Drop & Roll in Action:
1 Star Review
on 8/5/12
Review Update: 3
Stars
Public Comment
from
Business Owner

Connect with Customers & Join the Conversation:
You Can Send a Private Message, or Post a Public Comment (or both)

8%
11%
14%
25%
42%
Fact: Nearly 80% of Yelp reviews are 3-Stars of higher.
Myth: Most Yelp reviews are negative.

Quality Controls:
Why some reviews come down.

How can I achieve a strong online presence?

Don’t Ask For Reviews
Encourage Engagement Instead

Don’t Ask For Reviews
Just leave a trail of breadcrumbs.

Update Your Email Signature
Post Logos In-Ofﬁce & In Marketing Materials
Don’t Ask For Reviews
Just leave a trail of breadcrumbs.

Get More Exposure with Search Ads
Consider Paid Options:

Paid Options:
Business Page Upgrades
•  Call to Action Button
•  Photo Slideshow
•  Competitor Ad Removal
•  Account Management
Support

Remember:
01 Consumers are turning to review sites to make buying decisions.
02 To keep things manageable, stick to the top 3-5 websites or platforms
that drive the most traffic through your doors.
03 Join the conversation with your customers online and remember to
‘Stop, Drop & Roll’ when faced with negative feedback.
04 Don’t ask for reviews, simply encourage engagement instead.

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Managing Your Online Reputation (Yelp)

1. How to Get Your Customers to Rave About You Online

2. AGENDA 01 Why should I care about my online reputation? 02 What websites/platforms matter most to my business? 03 How should I respond to reviews, comments and feedback online? 04 How can I achieve a strong online presence?

4. How Are Most Consumers Finding Local Businesses?

5. … According to a 2014 Nielsen study…

7. If you dread the words “Online Reputation,” ask yourself: “Would I approach someone if I heard them talking about my business in the real world?”

8. What websites & platforms matter most to my business?

9. Yelp Conﬁdential 5

10. Yelp Conﬁdential Discounts? Photos? Promotions? Store Hours? Experience? Website? Tip #1: Determine Where You Want to Focus Your Attention & Optimize Your Proﬁles

11. 135 Million monthly unique visitors 71 Million Reviews (as of Q4, 2014) Yelp Exists To connect people with great local businesses.

12. The Yelp App: Coming to a Device Near You! 72M 374k 65% 523k

13. … In a Nielsen study, we found that…

14. … and that…

15. Start Here: Desktop: www.biz.yelp.com Mobile: www.biz.yelp.com/support/mobile

16. Free Tools, User Views and Customer Leads

17. Customer Leads: The Breakdown of what’s included…

18. Optimize Your Listing: A look at a non-optimized listing.

19. Optimize Your Listing: All of this is Free!

20. Yelp Deals & Check-In Offers: Entice customers to transact with you right from your Yelp Business Page! Available on paper… …or on your phone.

21. Your Mobile Audience: Entice them with a check-in offer. Thanks for checking in to Safari Helicopter Tours! Here’s a little something to show their appreciation: 1 Free Jurassic Waterfall Poster

22. How should I respond to reviews, comments & feedback online?

23. Craft Responses You Can Be Proud Of…

24. Negative Review? Stop, Drop & Roll.

25. Remember These Steps! Don't respond immediately. The best advice I've received is to sleep on it (although I typically lose sleep over such reviews). Waiting 24 hours can make all the difference. STEP ONE: STOP 01

26. Remember These Steps! Drop the prideful, defensive and harsh response. Let a trusted co-worker or friend read through your response before posting. Remember taking the high road is rarely a bad idea. STEP TWO: DROP 02

27. Remember These Steps! Roll with it. In the end, you can’t control the opinions of your clients. Attempt to mend any valid issues this person presented through their review. Keep providing the best possible service and products. Do those things and the more affectionate reviews will exponentially multiply! STEP THREE: ROLL 03

28. Stop, Drop & Roll in Action: 1 Star Review on 8/5/12 Review Update: 3 Stars Public Comment from Business Owner

29. Connect with Customers & Join the Conversation: You Can Send a Private Message, or Post a Public Comment (or both)

30. 8% 11% 14% 25% 42% Fact: Nearly 80% of Yelp reviews are 3-Stars of higher. Myth: Most Yelp reviews are negative.

31. Quality Controls: Why some reviews come down.

32. Why Some Reviews Are Not Recommended

33. How can I achieve a strong online presence?

34. Don’t Ask For Reviews Encourage Engagement Instead

35. Don’t Ask For Reviews Just leave a trail of breadcrumbs.

36. Update Your Email Signature Post Logos In-Ofﬁce & In Marketing Materials Don’t Ask For Reviews Just leave a trail of breadcrumbs.

37. Get More Exposure with Search Ads Consider Paid Options:

38. Paid Options: Business Page Upgrades •  Call to Action Button •  Photo Slideshow •  Competitor Ad Removal •  Account Management Support

39. Remember: 01 Consumers are turning to review sites to make buying decisions. 02 To keep things manageable, stick to the top 3-5 websites or platforms that drive the most traffic through your doors. 03 Join the conversation with your customers online and remember to ‘Stop, Drop & Roll’ when faced with negative feedback. 04 Don’t ask for reviews, simply encourage engagement instead.

40. Additional Help USER SUPPORT TEAM yelp.com/support BUSINESS SUPPORT CENTER biz.yelp.com/support BUSINESS OWNER LOG–IN biz.yelp.com YELP LOGOS AND STICKERS yelp.com/brand

41. We know just the place.

Managing Your Online Reputation (Yelp)

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