Online Reviews Webinar

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http://www.marketingtwins.com Understanding Yelp!, CitySearch, Insider Pages, Merchant Circle, Yahoo Local and reviews you see next to Google Maps. Find out what to do when (not if) you get a NEGATIVE consumer review on one of these sites. Also, learn the impact these reviews play on the increasingly popular idea of mobile or social search.

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Online Reviews Webinar

  1. 1. What Can You Do About Online Reviews? presented by Randy & Donny Vaughn MarketingTwins.com
  2. 2. Who Are We Talking About? <ul><ul><li>Also Angie's List, Judy's Book, Craig's List </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Industry specific </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Local newspaper/TV/radio website reviews </li></ul></ul><ul><li>  </li></ul>
  3. 3. Who Uses Reviews? <ul><li>You already use consumer review sites for judging: </li></ul><ul><li>  </li></ul><ul><ul><li>HOTELS </li></ul></ul><ul><ul><li>RESTAURANTS </li></ul></ul><ul><ul><li>BOOKS / FILMS / MUSIC </li></ul></ul><ul><ul><li>NEW CAR RESEARCH </li></ul></ul><ul><ul><li>TECH GADGETS </li></ul></ul>
  4. 4. Why Is This So Important? <ul><ul><li>Most business is local (outside of tourism) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Local search (via desktop or mobile device) </li></ul></ul>
  5. 5. Facebook & Twitter Chatter <ul><ul><li>Fan Pages create a buzz about a business </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Friends share good and bad reviews in their status updates </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Twitter is a feeding frenzy for WOM </li></ul></ul>
  6. 6. Sample Review
  7. 7. Sample Review
  8. 8. &quot;Can't I Just Ignore Them?&quot; Ignorance may be bliss, but it can also lead to a  HUGE MISS!
  9. 9. The Reality of Online Reviews <ul><ul><li>Happy customers walk away happy; dissatisfied customers like to rant and rave </li></ul></ul><ul><li>  </li></ul><ul><ul><li>70% of customers use their mobile device to find a business online </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Not all do e-commerce, but most do research </li></ul></ul><ul><ul><li>Interaction with your brand or business leaves either a positive, negative or indifferent impression (only one is worth anything; the latter 2 are both detrimental) </li></ul></ul>
  10. 10. Your Reputation is At Stake! &quot;The time to build an audience is before you need it.  You need people for whom you add value, a small army of followers who can help you when you need it.&quot; (M. Hyatt)
  11. 11. Know What's Being Said <ul><ul><li>Ask customers, new employee, friends </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Monitor chatter in local paper or industry publications (letters to the editor) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Google news alerts, Twitter </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Search all the review sites </li></ul></ul>
  12. 12. Negative Reviews: What Can You Do?
  13. 13. Negative Reviews: What Can You Do? <ul><ul><li>Most consumer review sites offer the verified business owner the opportunity to respond to the accusation </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Most sites have policies to remove reviews, but they WILL NOT REMOVE it just because you don't like it </li></ul></ul>
  14. 14. Negative Reviews: How Will You Respond? Ignore it - pretend it's no big deal
  15. 15. Negative Reviews: How Will You Respond? Track down the reviewer and make 'em pay! . . . but is it worth the  risk of your reputation?
  16. 16. Negative Reviews: How Will You Respond? Listen well and make changes
  17. 17. Negative Reviews: How Will You Respond? Report a terribly malicious review to the owners of the site . . .  expect little!
  18. 18. Negative Reviews: How Will You Respond? Respond to the facts . . . tactfully and professionally
  19. 19. Negative Reviews: How Will You Respond? Make conversion the goal! now!
  20. 20. Negative Reviews: How Will You Respond? TIME BOMB: Simmer before you respond NEW CUSTOMER: Respond quickly LONG-TIMER: Respond personally
  21. 21. Negative Reviews: How Will You Respond? Admit that you failed their expectations . . . but without the &quot;but&quot;!
  22. 22. Negative Reviews: How Will You Respond? Let 'em go . . . some customers are not worth it!
  23. 23. BE PROACTIVE! BE PREPARED!
  24. 24. Set Up Business Profiles <ul><ul><li>Google Local Business Center </li></ul></ul><ul><ul><li>Bing Local Listing Center </li></ul></ul><ul><ul><li>Yahoo Local </li></ul></ul><ul><ul><li>Yelp! </li></ul></ul><ul><ul><li>Citysearch </li></ul></ul><ul><ul><li>MerchantCircle </li></ul></ul><ul><ul><li>insiderpages </li></ul></ul><ul><li>  </li></ul><ul><li>  . . . optimize each profile! </li></ul>BASIC INFO - DESCRIPTION - COUPONS PICS CATEGORIES -  LINKS PIN DROP LOCATOR
  25. 25. The best way to bury bad press is to  flood the conversation with great press!
  26. 26. GET POSITIVE REVIEWS!
  27. 27. A BETTER STRATEGY <ul><ul><li>Never make up reviews </li></ul></ul><ul><ul><li>Move from comment cards to online reviews </li></ul></ul><ul><ul><li>Print out online reviews to put in a binder </li></ul></ul><ul><ul><li>Make it easy - share a link </li></ul></ul><ul><ul><li>5. Direct customers to various review sites </li></ul></ul><ul><ul><li>6. Call on Facebook Fans </li></ul></ul>
  28. 28. A BETTER STRATEGY <ul><ul><li>Recognition works  but don't bribe </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Authenticity is huge for your customers! </li></ul></ul><ul><li>  </li></ul><ul><ul><li>WOW makes WOM! </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>High-value content behind the stars </li></ul></ul><ul><ul><li>Content doubles for SEO value </li></ul></ul>
  29. 29. More resources for you: marketingtwins.com/ services <ul><ul><li>Web Design </li></ul></ul><ul><ul><li>Customized Facebook Fan Pages </li></ul></ul><ul><ul><li>Social Media Strategy </li></ul></ul><ul><ul><li>Marketing Coaching </li></ul></ul><ul><ul><li>Graphic Design </li></ul></ul><ul><ul><li>Branding Consultation </li></ul></ul>

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