MarketingBitz Bootcamp Phoenix: Managing Your Online Reputation (MarketingBitz)
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This presentation was given to an audience of small businesses at the MarketingBitz Bootcamp in Phoenix 3/22/17 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
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MarketingBitz Bootcamp Phoenix: Managing Your Online Reputation (MarketingBitz)
- 1. MANAGING YOUR ONLINE REPUTATION Corey Dane – Associate Director of Business Outreach
- 3. 59% are age 35 or over 74% have a College Degree 69% earn 60k+ annually Our Community: Yelpers are affluent, educated adults.
- 4. A look at the numbers. Traffic: 73 Million monthly visitors via desktop 89 Million monthly visitors via mobile 121 Million total reviews since inception
- 5. 60% 440k 523k73% App Activity: Mobile puts the power of Yelp in the palms on consumers.
- 6. 23% 19% 13% 11% 9% 7% 6% 4% 4% 4% Category Breakdown: Helping consumers find more than bodacious burgers.
- 7. … In a Nielsen study, we found that…
- 8. … and that…
- 9. biz.yelp.com: Own your online storefront.
- 10. Free Business Owners App: The power of Yelp for Business Owners in the palm of your hand.
- 11. … SOURCE: Boston Consulting Group, 2013 $8000THE AVERAGE ANNUAL INCREMENTAL REVENUE GENERATED BY A BUSINESS AFTER CLAIMING ITS YELP BUSINESS free
- 12. Needle Movers
- 13. Business who complete their profiles see, on average, 5X the customer leads each month. STEP ONE: COMPLETE YOUR PROFILE
- 14. A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos. STEP TWO: ADD UNLIMITED PHOTOS
- 15. Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours. STEP THREE: RESPOND TO REVIEWS
- 16. Yelp Business Page: Access via desktop and mobile.
- 18. Business Information: Make sure all of your basic information is correct.
- 19. • CATEGORIES (add up to 3) • ADDRESS, PHONE, WEBSITE & HOURS • SPECIALTIES (1,500 characters) • HISTORY (1,000 characters) • MEET THE OWNER (1,000 characters) • BIZ RECOMMENDATIONS (add up to 5)
- 20. …
- 21. …
- 22. …
- 24. A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos. STEP TWO: ADD UNLIMITED PHOTOS
- 25. Business Information: Make sure all of your basic information is correct.
- 27. SECTIONS 01 Mission 02 CM Survey Responses 04 Next Steps • UPLOAD UNLIMITED PHOTOS • GO BEYOND LOGOS & STOREFRONT • USE PHOTOS TO HELP TELL YOUR STORY • CAPTION PHOTOS • FLAG INAPPROPRIATE PHOTOS • UPDATE WHEN NECESSARY
- 28. …
- 29. 01 Mission 02 CM Survey Responses 04 Next Steps …
- 30. Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours. STEP THREE: RESPOND TO REVIEWS
- 31. Business Owner’s Account: A wealth of tools to help you grow your business.
- 32. biz.yelp.com … PUBLIC COMMENTS & DIRECT MESSAGES
- 33. SHARE or FLAG ADD/EDIT/REMOVE PUBLIC COMMENT or SEND PRIVATE MESSAGE
- 35. SECTIONS 01 Mission 02 CM Survey Responses 04 Next Steps • APPEARS DIRECTLY BELOW REVIEW • VISIBLE TO EVERYONE • VERY TELLING • BUILDS CONFIDENCE • GREAT ADVERTISEMENT • USE FOR 1, 2, 3, 4, 5 STAR REVIEWS
- 37. SECTIONS 01 Mission 02 CM Survey Responses 04 Next Steps • ADDRESS CONCERNS 1:1 • DETAILED CORRESPONDENCE • ORGANIZED FOR REFERENCE • OBTAIN VALUABLE FEEDBACK • RESULTS DRIVEN • BEST FOR 1 & 2 STAR REVIEWS
- 38. Negative Review? Stop, Drop & Roll.
- 39. Don't respond immediately: Waiting a moment or two can make all the difference in how your response is crafted and received. STEP ONE: STOP
- 40. Drop anything that might sound argumentative or defensive; this can make matters worse. Let a trusted co-worker or friend read through your response before posting. STEP TWO: DROP
- 41. In the end, you can’t please 100% of people, 100% of the time; issues will arise. Work to mend any valid concerns and roll with it knowing you did all you could. STEP THREE: ROLL
- 42. Takeaways