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Insidelocal - Reviews & Reputation Management for Local Businesses - Presentation

  1. 1. Sept 25th 2013 ‘Reviews & Reputation Management for Local Businesses’
  2. 2. ‘Reviews & Reputation Management’ Agenda: Evidence & ammunition for reviews Google+ strategies & advice Strategies for getting more reviews Best tools for managing reviews
  3. 3. House keeping… Presentations and Q&A Webinar is being recorded Recording available on Monday No webcam view (boo…) Slidedeck uploaded to slideshare.net Follow up email with all details
  4. 4. Speakers Don Campbell Expand2web.com Phil Rozek Localvisibilitysystem. com
  5. 5. Hosts Myles Anderson BrightLocal.com Linda Buquet Localsearchforum.com
  6. 6. Section 1 The power of reviews ‘Reviews & Reputation Management’ Myles Anderson BrightLocal.com
  7. 7. 2 sides to every review…
  8. 8. Ranking power of reviews is falling 0 2 4 6 8 10 12 14 2008 2009 2010 2011 2012 2013 Ranking Factor # Source: Local Search Ranking Factors 2013 Lower # = More important the Factor
  9. 9. But ranking is only ½ the story
  10. 10. JAN-FEB 2013 2,100 CONSUMERS 17 QUESTIONS ALL ABOUT REVIEWS LOCAL CONSUMER REVIEW SURVEY 2013
  11. 11. Do you read online customer reviews to determine whether a local business is a good business? 0% 10% 20% 30% 40% 50% 60% Yes regularly Yes , occasionally No 2011 2012 2013 Source: Local Consumer Review Survey 2013
  12. 12. % OF CONSUMERS READ ONLINE REVIEWS TO DETERMINE IF A LOCAL BUSINESS IS GOOD
  13. 13. How many online reviews do you read before you can form an opinion about a business? 0% 5% 10% 15% 20% 25% 30% 35% 0 1 2-3 4-6 7-10 11-20 21-30 31-40 41-50 51+ 2011 2012 2013 Source: Local Consumer Review Survey 2013
  14. 14. % CONSUMERS READ LESS THAN 6 REVIEWS BEFORE THEY FORM AN OPINION
  15. 15. % of consumers reading more than 7 reviews before they form an opinion about a business 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 2011 2012 2013 44% 35% 22% Source: Local Consumer Review Survey 2013
  16. 16. How do online customer reviews affect your opinion of a local business? 0% 10% 20% 30% 40% 50% 60% 70% 80% Positive customer reviews make me trust a business more I read the reviews but they don't influence my decision on which business to use I don't take notice of online customer reviews 2011 2012 2013 Source: Local Consumer Review Survey 2013
  17. 17. % OF CONSUMERS SAY POSITIVE ONLINE REVIEWS MAKE THEM TRUST A BUSINESS MORE
  18. 18. How do online customer reviews influence your decision to use a local business? 0% 10% 20% 30% 40% 50% 60% 70% I tend to select a local business based on other factors such as location & price I read reviews but they don't influence my decision on which local business to use Positive customer reviews make me more likely to use a local business 2011 2012 2013 Source: Local Consumer Review Survey 2013
  19. 19. How do online customer reviews influence your decision to use a local business? 0% 10% 20% 30% 40% 50% 60% 70% I tend to select a local business based on other factors such as location & price I read reviews but they don't influence my decision on which local business to use Positive customer reviews make me more likely to use a local business 2011 2012 2013 Source: Local Consumer Review Survey 2013
  20. 20. % OF CONSUMERS SAY POSITIVE ONLINE REVIEWS MAKE THEM LIKELY TO USE A BUSINESS
  21. 21. Do you trust online customer reviews as much as personal recommendations? 0% 5% 10% 15% 20% 25% 30% 35% Yes, if there are multiple customer reviews to read Yes, if I believe the reviews are authentic Yes, for some types of business, no for others No 2011 2012 2013 Source: Local Consumer Review Survey 2013
  22. 22. % OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS PERSONAL RECOMMENDATIONS
  23. 23. Full Survey Results WWW.BRIGHTLOCAL.COM/?P=7539
  24. 24. Section 2 Understanding Google Online Reviews ‘Reviews & Reputation Management’ Don Campbell
  25. 25. Google Reviews
  26. 26. Getting In The Carousel
  27. 27. Google is important… but not everything
  28. 28. Common Questions About Google Reviews Where did my reviews go? How do I get my reviews back? What should I tell my clients? How do I get more reviews? What should I do about negative reviews?
  29. 29. Understand Google’s Review Guidelines
  30. 30. Understand Google’s Review Guidelines It’s great reading… really!
  31. 31. Avoid The Google Review Filter It can’t see you if…
  32. 32. Avoid The Google Review Filter… Avoid getting lots of reviews at once – Think “natural review profile” Don’t use review stations Don’t post similar reviews on other sites Don’t put URLs in the reviews Don’t review yourself Don’t offer incentives for leaving reviews DON’T BUY REVIEWS!
  33. 33. Avoid The Google Review Filter… Phil’s Checklist: http://goo.gl/KWvAvS
  34. 34. How To Get Missing Reviews Back! Is the listing claimed in multiple accounts? Move them (if you’ve moved recently) Report it: https://support.google.com/places/
  35. 35. What Should I Do About Negative Reviews?
  36. 36. What Should I Do About Negative Reviews? Identify them before they happen! Provide a Business Response – But what if I can’t respond!? Flag if inappropriate Showcase your customer focus!
  37. 37. How Negative Reviews Can Help Your Business They create trust and credibility They provide you feedback They can improve your SEO They are a golden opportunity! Read Matt McGee’s Article: http://goo.gl/nVdhHf
  38. 38. Responding to Reviews Take Google’s Advice: • Be nice • Don’t get personal • Feedback is helpful • Keep it short and sweet • Thank your reviewers • Be a friend, not a salesperson More: http://goo.gl/RtmxXb
  39. 39. How To Get More Reviews Published Be proactive and ASK for reviews – Implement a process, train your staff – Make it easy for your customers – Be the kind of business people want to refer
  40. 40. How To Get More Reviews Published Be proactive and ASK for reviews – Implement a process, train your staff – Make it easy for your customers – Be the kind of business people want to refer  Read this book!
  41. 41. Resources What to tell your clients – http://goo.gl/XsZd6o Checklist for keeping out of the filter – http://goo.gl/KWvAvS Google Review Guidelines – http://goo.gl/fcTKrr Five Ways Negative Reviews Are Good For Business – http://goo.gl/nVdhHf Complete Guide To Google+ Reviews – http://goo.gl/0fRcHx
  42. 42. How To Get More Reviews Published 64% of business owners say they get over half their business from referrals
  43. 43. Referrals 64% of business owners say they get over half their business from referrals 80% of businesses have no system for referrals!
  44. 44. Customer Interaction Touch-Points
  45. 45. Thank You! http://www.expand2web.com http://www.getfivestars.com @doncampbell don@expand2web.com
  46. 46. Section 3 Less Resistance, More Reviews ‘Reviews & Reputation Management’ Phil Rozek LocalVisibilitySystem.com
  47. 47. Your Goal: LOTS OF REVIEWS ON MULTIPLE SITES - AKA DIVERSITY.
  48. 48. Why Diversity Wins at Reviews Reason 1: Helps you cultivate other visibility / customer sources Little trickles add up. Your competitors ignore them. Can’t forget branded searches…
  49. 49. Why Diversity Wins at Reviews
  50. 50. Why Diversity Wins at Reviews Reason 2: Seems to help your Google+ Local rankings That’s been my experience with clients. Quantity & diversity of 3rd-party reviews are “Competititve” factors #12 and #18 on the 2013 Local Search Ranking Factors study. It also just stands to reason.
  51. 51. Why Diversity Wins at Reviews Reason 3: Keep eggs in more than one basket Google is unpredictable. Yelp is predictably draconian.
  52. 52. EasierSaidThanDone YOU NEED TO DEAL WITH 3 TYPES OF RESISTANCE.
  53. 53. 3 Forms of Resistance Resistance 1: Review Sites Filters (Google+, Yelp). Bad design (Google+, CitySearch).
  54. 54. 3 Forms of Resistance Resistance 2: Customers Some aren’t computer-savvy Many are lazy All are busy and distracted
  55. 55. 3 Forms of Resistance
  56. 56. 3 Forms of Resistance Resistance 3: You Might be daunted / confused. Might have had bad experiences. Definitely pressed for time. It’s so easy not to bother.
  57. 57. Howto getreviews? TAKE THE PATH(S) OF LEAST RESISTANCE.
  58. 58. Avoiding Resistance – and Getting Reviews From Review Sites Don’t ask people who don’t use Yelp to review you on Yelp. Don’t ask people who don’t like Google Plus to review you on Google Plus.
  59. 59. Avoiding Resistance – and Getting Reviews
  60. 60. Avoiding Resistance – and Getting Reviews From Customers Don’t make them think. Offer guidance. Don’t make them remember. Remind. Encourage them to use sites they like. Say which ones accept Facebook login.
  61. 61. Avoiding Resistance – and Getting Reviews Good review sites – and which ones accept other logins  Yelp  Google+  InsiderPages  CitySearch  Yahoo  YellowPages  Angie’s List  Industry-specific: Avvo, HealthGrades, TripAdvisor…
  62. 62. Avoiding Resistance – and Getting Reviews From You Aim low. Don’t put it off. Make it a routine to ask. Ask casually, as a favor to you. No pitching! Give yourself time. Lots of time.
  63. 63. Thanks! Phil Rozek | @PhilRozek | LocalVisibilitySystem.com
  64. 64. Section 4 Review tools ‘Reviews & Reputation Management’ Myles Anderson BrightLocal.com
  65. 65. Overview of Review tools Work out what you want! Get more reviews online Drive offline customers to leave reviews Track reviews & get alerts Track social mentions
  66. 66. Vendasta Enterprise reputation tracking Comprehensive feature set Reviews, social, sentiment analysis Designed for resellers (into SMBs) x Complex & very involved product x Expensive product $60-$300 per month
  67. 67. ReviewPush Simple & focused solution Good single & multi-location features Daily email alerts Review request tool/page x Manual set-up – lag time to reports x Basic report visualization x Just tracks reviews – not social $29/month
  68. 68. ReviewTrackers Monitors 50+ general sites & key verticals Review request engine Single location & multi location reports Agency option - white-label dashboard Free Trial for 1 location x Just tracks reviews – not social $27/month
  69. 69. ReviewsInc Monitors over 150 review sites Collects & publishes reviews Feed of reviews onto your site White-label platform - reseller options x Has a set-up fee - $99-$199 x Just tracks reviews – not social $49/month
  70. 70. Grade.us Simple & focused solution Focused on getting more reviews Review request page & funnel White-label landing pages Free option (basic) x Review monitoring costs extra ($10mo) x Just tracks reviews – not social $19 or $59/month
  71. 71. ReviewBiz (from BrightLocal) Badge for your website Directs customers to profiles Quick & easy set-up White-label badges Bundled with package
  72. 72. ReviewFlow(fro m BrightLocal) Simple, clean solution Tracks main review sites Email alerts Pulls in review content Clean, simple charts White-label reports $5/month
  73. 73. Get5Stars $29.95/month
  74. 74. Service Main Feature Cost/month Free Trial Review tracking $5 Yes Get more reviews $29.95 Yes Review tracking $27 Yes Get more reviews $19 or 59 Yes (basic) Review tracking $49 No Track Reputation $60 No Review tracking $29 Yes
  75. 75. InsideLocal: upcoming webinars Google+ Local Advanced Troubleshooting – October/November – date tbc – Linda Buquet + 2 more Optimization for Service Area businesses – November – date tbc Mobile marketing for Local Businesses – December – date tbc Local Ranking Factors Debate – Panel Event – December – date tbc
  76. 76. Keep track here… www.brightlocal.com/insidelocal www.localsearchforum.com/insidelo cal-webinars
  77. 77. That’s all folks!

Editor's Notes

  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • No – dropped from 29% down to 15%
  • 85% of consumers use online reviews to determine if local businesses are good.Up from 76% in 2012 – up 9%Up from 71% in 2011
  • This question looks at how quickly consumers build an opinion of a business based on reviews. Linked to their trust of reviews and the faith they have in them. So we’re interested to know 2 things – How quickly they gain confidence in reviews?Are they gaining confidence faster or slower than before?44%35%22%
  • Up from 68% in 2012.This works in both ways depending on whether the reviews are positive or negative.
  • Then we asked about how online reviews affect opinion of local business. 12% of people said that they don’t take notice of reviews – down from 17% in 2012But the most significant statistic is…
  • Up from 58% in 2012.That’s up 15% in 1 year. That is a significant change. Not only are consumers forming opinions quicker but if reviews are positive then they trust a business more. Which means they’re more likely to act upon that.Also useful to to remember that review consumption happens pretty late in the purchase cycle. By the time the consumer has got this far they have confirmed that they need a service, they know the type of service they want and now they’re looking for the right provider.
  • Going 1 step further we wanted to know how consumers acted on on this option & trust.
  • Going 1 step further we wanted to know how consumers acted on this opinion & trust.
  • Up from 52% in 2012.That’s up 13%
  • Then going 1 step further we wanted to know if users trust online reviews as much as personal recommendations.
  • Up from 72% in 2012
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
  • Study shows more reviews help with placement in the carouselhttp://searchengineland.com/study-quantity-quality-of-google-reviews-determine-carousel-rankings-172221
  • Move reviews reqeust: https://productforums.google.com/forum/#!category-topic/business/3IyA72bx3o4
  • If you can’t respond, it is usually because the listing is claimed in multiple accounts. Make sure you haven’t accidentally claimed it more than once“Poke it”
  • https://productforums.google.com/forum/#!category-topic/business/HjNuoboBL1Ahttp://productforums.google.com/forum/#!category-topic/business/technical-issue/mPz5bqu7ViM
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
  • And it’s not like desktop is in decline. It’s just that mobile penetration, improved technology, smartphone adoption and the experience of using search & applications on these devices is so much better now and is so much more convenient than that clunky old desktop.What’s even more significant for us is that user behavior on mobile devices is different and more local in nature than desktop search. It’s not that we’re all wondering around the streets permanently searching for the nearest taxidermist. No many people use their devices in the home as a direct replacement for the laptop. But the quantity of searches with local intent goes up on mobile
  • Wow! So that’s one hell of an opportunity!! 6.5bn local searches.Now if that doesn’t convince your clients that investing in mobile now, getting an optimized site and getting their data into all relevant mobile data providers then surely nothing will.
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