Managing online customer reviews can be tough. How do you best respond to a negative Google review? What about positive Trip Advisor reviews? Here are some basic tips and strategies for managing your small business' online reputation.

3. WHY all the FUSS?
Identifying Why Online Review Platforms Matter

4. Top Online Reviewing Platforms
by volume of monthly users
Google /
Google My Business
158 Million per month
34% of traffic is US
Impacting local SEO

5. Top Online Reviewing Platforms
by volume of monthly users
Facebook
85.5 Million per month
29% of traffic is US
Recently changed to
“recommendations” vs. star rating

6. Top Online Reviewing Platforms
by volume of monthly users
Amazon
85.4 Million per month
55% of traffic is US
Only review platform that has
more male reviewers than female

7. Top Online Reviewing Platforms
by volume of monthly users
Trip Advisor
28.3 Million per month
53% of traffic is US
Oldest, highest income users
Focused on food, hotels, travel

8. Top Online Reviewing Platforms
by volume of monthly users
Yelp!
40.5 Million per month
89% of traffic is US
Overwhelmingly female
Rocky history with businesses

9. Other Reviewing Platforms
Hotel Platforms
• Trivago
• Orbitz
• Booking.com
• Kayak
Weddings
• The Knot
• Wedding Wire
Services / Contractors
• Houzz
• Angie’s List
• Home Advisor

10. Statistics About Reviews
• Viewed as personal
recommendations for 90% of
customers
• 50% of buyers read 2–6 reviews
• Shoppers spend 31% more with
a business with “excellent”
reviews

11. Statistics About Reviews
• 72% say positive reviews
increase trust
• 92% will use a local
business with a 4-star
rating
• 72% will take action after
reading a positive review

12. The WHYs
Understanding the method

13. WHY are Reviews
So Important?
• Authentic experiences
• Consumer empowerment
• Trust is currency

14. WHY are Reviews Important
to Businesses?
• Seen FIRST by potential
customers
• First line of customer service
• Replace Word of Mouth or
“expert opinions”
• Directly impact search engine
performance

15. WHY Platform Objectivity
is Important
• What does platform
objectivity mean?
• What objectivity prevents
• What objectivity promises

16. The HOWs
Practical applications to managing your reputation

17. HOW to DELETE
a Negative Review

18. HOW to DELETE
a Negative Review

19. HOW to Respond to
Negative Reviews?

20. HOW to Respond to a Negative Review
Remember customer service basics
• Acknowledge
• Apologize
• Act
TIP: Treat an online review the
same way you would a walk-in
customer service situation

21. HOW to Respond to a Negative Review
NEVER, NEVER, NEVER EVER PUBLICALLY
• Offer discounts, exchanges, or refunds
• Ask to delete or change a review or update a rating
• Argue or prove you’re right — even when you are
TIP: Never de-value yourself!

22. HOW to Respond to a Negative Review
What goes into a good reply to a negative review?
• Take the high road — ALWAYS
• Express empathy
• How will you take action?
• Present a resolution opportunity?
TIP: Only documented facts and leave emotions out of it.

24. HOW to Respond to a Negative Review
What if it escalates?
• Take it OFFLINE
• Provide “personal” or direct contact method
• No one wins online arguments
TIP: Provide your direct contact information

25. HOW to Respond to a Negative Review
What if the review is fake or
fraudulent?
• Understand the platform’s
Terms of Service (ToS)
• Use the administrative
interface to report the review

26. What if the review is fake
or fraudulent?
• Patience — it’s never
resolved quickly
• Most of the time, you can
escalate (e.g. Google My
Business Help Community)
• Monitor review process

27. HOW to Respond to
Positive Reviews?

28. HOW to Respond to a Positive Review
What goes into a good reply to a positive review?
• Thank the reviewer by name
• Use the business name and keywords to their
experience
• Add an element from their experience
• Suggest other activities/products/menu items
• Invite them back

30. HOW to Respond to a Positive Review
What goes into a good reply for search engines?
• Respond within a week
• Mention your business at some point in the reply
• Include helpful keywords or phrases for your business
• Keep it readable and natural!

31. HOW Should I
Monitor Reviews?

32. HOW often should
I monitor reviews?
Monitoring and managing
reviews MUST be a priority
• The busier the business the
more frequently you check
reviews
• Not EVERY review needs a
reply (e.g. star rating with no
comments)

33. HOW often should I monitor reviews?
Monitoring and managing reviews MUST be a priority
• The reply should be as in-depth as the review (length)
• Don’t give the responsibility to the intern, your cousin’s
child in college, etc.
• Schedule specific times to monitor and reply within one
or two days after your peak busy periods

34. HOW often should I monitor reviews?
Some tools can help!
• Setup Google Alerts for your business (and yourself)
• Social Mention (http://www.socialmention.com/)
• Mention.com (https://mention.com/en/)
TIP: The tools can help, but still regularly check review
platforms AND social media channels

35. HOW Do I Get
More & Better Reviews

36. HOW do I get more
& better reviews?
Keep reviews “organic”
• Asking vs. soliciting?
• Entrance and exit signage
• Follow up messages from
WiFi, POS, or Reservation
systems

37. HOW do I get more & better reviews?
Develop the “front line”
• Staff training to encourage reviews at time of service
• Middle management training to prevent escalation
• Share positive and negative reviews with staff
TIP: Make sure business leaders and managers don’t
get caught “demonizing” customers or other staff
because of reviews.

38. Departing Tips & Tricks
How to apply ideas and strategies

39. Tips & Tricks
Create a online review “playbook” for everyone
• Standardized and branded
• Aids in training multiple people
• Documents actions, language, and policies
TIP: Make sure you have a documented social media
policy in place for employees.

40. Tips & Tricks
Hold group sessions for training and sharing
• Hold training and refresher sessions on the importance
on online reputation management and reviews
• Share noteworthy reviews – good and bad – and use
them for training
TIP: Even long-term team members should participate
and eventually lead training or sharing sessions.

41. Tips & Tricks
Share great reviews online and on social media
• Your website should feature links to review sites
• Contact reviewers to share reviews on your website
• Share positive reviews on social media channels
TIP: Did someone leave a great review about your
Almond-Encrusted Halibut? Share the review on social
media WITH A PICTURE!