A proactive approach to reviews management - for marketing and customer support teams working together.

1. REVIEWING SUCCESS:
A Proactive Approach to
Reputation Management
Nathan Sansby
@NathanSansby

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Why Reviews Matter
Everyone knows reviews are more
present in search engine marketing
than ever before, across both paid
and organic listings.
Both onsite and offsite reviews are
taking up increasing search real estate.
It’s up to marketers to ensure both are
being catered for.

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Why Reviews Matter
Salesforce: 2016 Connected Consumer Goods Report

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Why Reviews Matter
Infrequent online shoppers who always read reviews:
38%
The frequency with which people read online reviews is
correlated with how often they shop online.

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Why Reviews Matter
Monthly online shoppers who always read reviews:
54%
The frequency with which people read online reviews is
correlated with how often they shop online.

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Why Reviews Matter
Weekly online shoppers who always read reviews:
67%
The frequency with which people read online reviews is
correlated with how often they shop online.

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Use the Google developer kit to make
sure you’re set up correctly.
3: CHECK SETUP
Once your reviews are coming in. make
sure your schema is set correctly.
2: SCHEMA
To start, make sure you’re collecting
relevant, verified reviews.
1: GATHER REVIEWS
The Technical Bit

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FOCUS 1: A Genuine Approach
Your primary, strategic focus should be to take a unified
approach to reviews, working on quantity and quality in equal
measure to honestly earn good ratings.

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FOCUS 2: A Resolution
Therefore your tactical focus should be to respond to and
resolve the good, the bad and the ugly – no matter what.
Customers should be acknowledged no matter the sentiment.

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Responsibility for managing reviews was
historically the customer support team,
but this is changing.
These operators should be working
alongside the marketing team to ensure
a collaborative review approach.
The best marketers are no longer
silo’ing those who own the customer
experience, from those who deliver it
on the front line.
It’s important that customer focused
operators are available to deal with
negative reviews.
The Human Bit
For most marketers completing technical setup and getting reviews safely through the
door means the job is finished. But for the best marketeers and brands out there, this is
just the beginning. The human relationship of brand to consumer is about to come
under a very public spotlight – and that has opportunity written all over it.

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The Human Bit
Driving reviews from the customer
support team is often overlooked –
but reviews driven this way are often
highly positive.
Swathes of positive reviews about the
customer service team rescuing
potential errors can create a strong
trust signal for review-savvy shoppers.

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The Human Bit
VS
It’s not just about rating – a good review is about believable content. One example here is post-
interaction, and gives the brand a humanness that can be trusted. The second has clearly been prompted
by an automated campaign, and is more likely to be discounted by consumers.
We live in a world where people filter Amazon results to only view 1 star reviews. This means your 5*
reviews need to be better, and that’s driven by human interaction – not a behavioural campaign.

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Training
Train your front line
operators to drive reviews
Promote
Finally, make sure those
reviews are on your site
too
Check
Ensure you’re using
reviews on all the
relevant channels
Collaborate
Work with your customer
team to manage reviews
Review
Look at your automated
campaigns – are they
driving both quality and
quantity?
Getting Started

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Thank You
@gnatta/Gnatta Official