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How to embrace the online
REVIEWlution
Ben M Roberts
@roberts_ben_m #SMCONF2016
Ben M Roberts
Who am I?
@roberts_ben_m #SMCONF2016
Marketing Strategist at Heinnie Haynes
Over 14200 Online Reviews
@roberts_ben_m
Ben-m-roberts.com
@roberts_ben_m #SMCONF2016
THE PROPOSITION
“ANYONE CAN SAY ANYTHING
ONLINE. HOWEVER, NOT EVERYONE
CAN BACK UP THEIR CLAIMS. IF YOU
ARE TRULY GOOD AT WHAT YOU DO,
YOUR CUSTOMERS WILL BE ONE OF
YOUR BIGGEST MARKETING
ASSETS”
@roberts_ben_m #SMCONF2016
What are reviews
and why do they
matter?
@roberts_ben_m #SMCONF2016
Where are these
reviews found?
@roberts_ben_m #SMCONF2016
Why are reviews
important?
@roberts_ben_m #SMCONF2016
How do you
encourage and
respond to
reviews?
@roberts_ben_m #SMCONF2016
Where is the
REVIEWlution
heading?
@roberts_ben_m #SMCONF2016
What are reviews and why do
they matter?
@roberts_ben_m #SMCONF2016
Reviews are more than just
a 5 star rating and a few
lines of text
Reviews feed the entire business
REVIEWS
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
The Knowledge
“92% of consumers now read reviews Vs 88% in 2014”
“84% of people trust online reviews as
much as a personal recommendation”
@roberts_ben_m #SMCONF2016
In short, people trust other
people not companies
@roberts_ben_m #SMCONF2016
You have a choice
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
Why are online reviews
important?
“Only 9% of consumers never
search for a company online”
@roberts_ben_m #SMCONF2016
“88% of online shoppers
incorporate reviews into their
purchase decision”
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
As well as increasing sales,
reviews posted online have
great SEO benefits
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
Reviews provide
FRESH CONTENT
@roberts_ben_m #SMCONF2016
“73% of consumers think that
reviews older than 3 months are
no longer relevant”
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
Where are all these reviews
found?
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
Everywhere
Social Media Third Party Review
Sites
Product Pages Blogs
ForumsSearch Engines
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
Location Example 3
@roberts_ben_m #SMCONF2016
What about testimonial pages?
NO, JUST NO
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
How do you encourage and
respond to online reviews?
@roberts_ben_m #SMCONF2016
It’s ok to ask!
But, never bribe!
@roberts_ben_m #SMCONF2016
Asking people for a specific
rating or type of review
devalues every single other
review about your
business/products
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
@roberts_ben_m #SMCONF2016
What were the results?
0
100
200
300
400
500
600
700
May June July August September October
May: 193 Reviews
June: 213 Reviews
July: 211 Reviews
August: 275 Reviews
September: 251
Reviews
October: 641 Reviews
155% INCREASE
Should you respond to all
reviews?
@roberts_ben_m #SMCONF2016
Respond to every single
negative review!
@roberts_ben_m #SMCONF2016
1. Be calm, be cool, be composed (3c’s)
2. Reply no more than twice publically
3. Take conversation privately if possible
4. Be Human
@roberts_ben_m #SMCONF2016
Where is the REVIEWlution
headed?
@roberts_ben_m #SMCONF2016
As online competition
continues to grow, so too does
the importance of standing out
from the crowd
@roberts_ben_m #SMCONF2016
There is no better method of
obtaining unbiased, and
consistent customer insights
@roberts_ben_m #SMCONF2016
THANK YOU!
Now it’s time for you to join
the REVIEWlution
ben-m-roberts.com
@roberts_ben_m #SMCONF2016

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How to embrace the Online REVIEWlution

Editor's Notes

  1. This includes social media, third party review sites, blogs, forums . .. .you name it
  2. This includes social media, third party review sites, blogs, forums . .. .you name it
  3. This includes social media, third party review sites, blogs, forums . .. .you name it
  4. This includes social media, third party review sites, blogs, forums . .. .you name it
  5. This includes social media, third party review sites, blogs, forums . .. .you name it
  6. This includes social media, third party review sites, blogs, forums . .. .you name it
  7. This includes social media, third party review sites, blogs, forums . .. .you name it
  8. This includes social media, third party review sites, blogs, forums . .. .you name it
  9. Reviews are a process. A marketing tool, a feedback mechanism, a
  10. This includes social media, third party review sites, blogs, forums . .. .you name it
  11. This includes social media, third party review sites, blogs, forums . .. .you name it
  12. This includes social media, third party review sites, blogs, forums . .. .you name it
  13. This includes social media, third party review sites, blogs, forums . .. .you name it
  14. This includes social media, third party review sites, blogs, forums . .. .you name it
  15. This includes social media, third party review sites, blogs, forums . .. .you name it
  16. This includes social media, third party review sites, blogs, forums . .. .you name it
  17. These can all feed into each other. They can be embedded, included and shared.
  18. Social Posts can spread like wildfire, but generally have a much shorter burn time. Generally more emotion based than fact-based
  19. Appear fake, no SEO benefits, no trust, no increase in sales, no feedback
  20. Appear fake, lesser SEO benefits, no trust, no increase in sales, no feedback