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Ratings and Reviews are Marketing
WHO AM I?
• BEN ROBERTS
• MARKETING STRATEGIST FOR HEINNIE HAYNES
• BEN-M-ROBERTS.COM
• @ROBERTS_BEN_M
• UK.LINKEDIN.COM/IN/BMROBERTS
@roberts_ben_m
“92% OF CONSUMERS NOW READ ONLINE
REVIEWS VS. 88% IN 2014”
@roberts_ben_m
THE PROPOSITION
RATINGS AND REVIEWS ARE BECOMING INCREASINGLY
POWERFUL, BUT HOW CAN THEY BE LEVERAGED BY
BUSINESSES AS A COST-EFFECTIVE MARKETING TOOL?
@roberts_ben_m
THERE ARE 4 KEY QUESTIONS
SURROUNDING RATINGS AND REVIEWS
@roberts_ben_m
LUCKILY ALSO BE GIVING YOU SOME
ANSWERS TOO!
@roberts_ben_m
1) PEOPLE NO LONGER BELIEVE COMPANIES . . . HOW DO YOU RE-BUILD TRUST?
2)WHAT REVIEW SITES ARE THERE? HOW DO I KNOW WHICH IS RIGHT?
3)CAN AND SHOULD YOU RESPOND TO REVIEWS?
4)CAN YOU ASK FOR REVIEWS?
@roberts_ben_m
1) HOW DO YOU BUILD TRUST?
HONEST CUSTOMER REVIEWS!
@roberts_ben_m
92% OF ALL CONSUMERS NOW
READ REVIEWS
@roberts_ben_m
51% OF CUSTOMERS WILL SELECT A
LOCAL COMPANY IF IT HAS POSITIVE
REVIEWS
@roberts_ben_m
•40% 0F CUSTOMERS FORM AN OPINION BY READING ONE TO
THREE REVIEWS
•73% 0F CUSTOMERS FORM AN OPINION BY READING UP TO SIX
REVIEWS
•88% 0F CUSTOMERS FORM AN OPINION BY READING UP TO TEN
REVIEWS
@roberts_ben_m
IN SHORT, PEOPLE BELIEVE OTHER PEOPLE, NOT COMPANIES
@roberts_ben_m
WHAT DOES THIS MEAN FOR TRUST?
@roberts_ben_m
63% OF CUSTOMERS ARE MORE LIKELY TO MAKE
A PURCHASE AFTER READING REVIEWS
@roberts_ben_m
REVIEWS SPEAK FOR THEMSELVES. IT’S NO
LONGER THE COMPANY SHOUTING ABOUT
THEMSELVES, IT’S ABOUT CUSTOMERS
SHOUTING ABOUT THE COMPANY
@roberts_ben_m
HOWEVER, THESE REVIEWS NEED TO BE
UPDATED REGULARLY
@roberts_ben_m
44% OF CONSUMERS SAY THAT A REVIEW MUST
BE WRITTEN WITHIN ONE MONTH TO BE
RELEVANT
@roberts_ben_m
2) HOW TO SHOW AND COLLECT REVIEWS
WHAT’S THE BEST WAY OF SHOWING THESE HONEST REVIEWS?
@roberts_ben_m
3RD PARTY REVIEW SITES
@roberts_ben_m
REVIEWS ON YOUR SITE
@roberts_ben_m
WHAT’S THE DIFFERENCE?
•3RD PARTY REVIEWS OFFER EXTERNAL VALIDATION
•HOWEVER, YOU (AS A COMPANY) HAVE LITTLE CONTROL
@roberts_ben_m
WHICH IS RIGHT?
•ARE THERE ARE REVIEWS ALREADY OUT THERE OF YOUR BUSINESS?
•YES? FOCUS ON A SMALL NUMBER OF RELEVANT SITES
•NO? WHERE ARE YOUR COMPETITORS?
@roberts_ben_m
3) SHOULD YOU, AND HOW TO RESPOND TO
REVIEWS
@roberts_ben_m
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
THIS IS WHAT NOT TO DO . . .
@roberts_ben_m
@roberts_ben_m
THEN SOME GOOD EXAMPLES . . .
@roberts_ben_m
@roberts_ben_m
@roberts_ben_m
REMEMBER YOU CANNOT PLEASE 100% OF THE
PEOPLE 100% OF THE TIME . . .
HOWEVER, THAT SHOULDN’T STOP YOU TRYING!
@roberts_ben_m
4) CAN YOU ASK FOR REVIEWS?
@roberts_ben_m
IT’S NOT ALWAYS EASY TO GET PEOPLE TO
REVIEW WITHOUT A PROMPT
@roberts_ben_m
TWO KEY POINTS TO REMEMBER!
1) ASK DON’T BRIBE
2) INCENTIVES ARE FINE
@roberts_ben_m
REMEMBER ANYONE CAN SAY ANYTHING,
ESPECIALLY ONLINE, BUT NOT EVERYONE CAN
BACK UP THEIR CLAIMS
@roberts_ben_m
@roberts_ben_m
2 BOOKS I HIGHLY RECOMMEND READING
THANK YOU FOR LISTENING!
@roberts_ben_m

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Ratings and Reviews are Marketing

  • 2. WHO AM I? • BEN ROBERTS • MARKETING STRATEGIST FOR HEINNIE HAYNES • BEN-M-ROBERTS.COM • @ROBERTS_BEN_M • UK.LINKEDIN.COM/IN/BMROBERTS @roberts_ben_m
  • 3. “92% OF CONSUMERS NOW READ ONLINE REVIEWS VS. 88% IN 2014” @roberts_ben_m
  • 4. THE PROPOSITION RATINGS AND REVIEWS ARE BECOMING INCREASINGLY POWERFUL, BUT HOW CAN THEY BE LEVERAGED BY BUSINESSES AS A COST-EFFECTIVE MARKETING TOOL? @roberts_ben_m
  • 5. THERE ARE 4 KEY QUESTIONS SURROUNDING RATINGS AND REVIEWS @roberts_ben_m
  • 6. LUCKILY ALSO BE GIVING YOU SOME ANSWERS TOO! @roberts_ben_m
  • 7. 1) PEOPLE NO LONGER BELIEVE COMPANIES . . . HOW DO YOU RE-BUILD TRUST? 2)WHAT REVIEW SITES ARE THERE? HOW DO I KNOW WHICH IS RIGHT? 3)CAN AND SHOULD YOU RESPOND TO REVIEWS? 4)CAN YOU ASK FOR REVIEWS? @roberts_ben_m
  • 8. 1) HOW DO YOU BUILD TRUST? HONEST CUSTOMER REVIEWS! @roberts_ben_m
  • 9. 92% OF ALL CONSUMERS NOW READ REVIEWS @roberts_ben_m
  • 10. 51% OF CUSTOMERS WILL SELECT A LOCAL COMPANY IF IT HAS POSITIVE REVIEWS @roberts_ben_m
  • 11. •40% 0F CUSTOMERS FORM AN OPINION BY READING ONE TO THREE REVIEWS •73% 0F CUSTOMERS FORM AN OPINION BY READING UP TO SIX REVIEWS •88% 0F CUSTOMERS FORM AN OPINION BY READING UP TO TEN REVIEWS @roberts_ben_m
  • 12. IN SHORT, PEOPLE BELIEVE OTHER PEOPLE, NOT COMPANIES @roberts_ben_m
  • 13. WHAT DOES THIS MEAN FOR TRUST? @roberts_ben_m
  • 14. 63% OF CUSTOMERS ARE MORE LIKELY TO MAKE A PURCHASE AFTER READING REVIEWS @roberts_ben_m
  • 15. REVIEWS SPEAK FOR THEMSELVES. IT’S NO LONGER THE COMPANY SHOUTING ABOUT THEMSELVES, IT’S ABOUT CUSTOMERS SHOUTING ABOUT THE COMPANY @roberts_ben_m
  • 16. HOWEVER, THESE REVIEWS NEED TO BE UPDATED REGULARLY @roberts_ben_m
  • 17. 44% OF CONSUMERS SAY THAT A REVIEW MUST BE WRITTEN WITHIN ONE MONTH TO BE RELEVANT @roberts_ben_m
  • 18. 2) HOW TO SHOW AND COLLECT REVIEWS WHAT’S THE BEST WAY OF SHOWING THESE HONEST REVIEWS? @roberts_ben_m
  • 19. 3RD PARTY REVIEW SITES @roberts_ben_m
  • 20. REVIEWS ON YOUR SITE @roberts_ben_m
  • 21. WHAT’S THE DIFFERENCE? •3RD PARTY REVIEWS OFFER EXTERNAL VALIDATION •HOWEVER, YOU (AS A COMPANY) HAVE LITTLE CONTROL @roberts_ben_m
  • 22. WHICH IS RIGHT? •ARE THERE ARE REVIEWS ALREADY OUT THERE OF YOUR BUSINESS? •YES? FOCUS ON A SMALL NUMBER OF RELEVANT SITES •NO? WHERE ARE YOUR COMPETITORS? @roberts_ben_m
  • 23. 3) SHOULD YOU, AND HOW TO RESPOND TO REVIEWS @roberts_ben_m
  • 24. 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
  • 25. THIS IS WHAT NOT TO DO . . . @roberts_ben_m
  • 27. THEN SOME GOOD EXAMPLES . . . @roberts_ben_m
  • 30. REMEMBER YOU CANNOT PLEASE 100% OF THE PEOPLE 100% OF THE TIME . . . HOWEVER, THAT SHOULDN’T STOP YOU TRYING! @roberts_ben_m
  • 31. 4) CAN YOU ASK FOR REVIEWS? @roberts_ben_m
  • 32. IT’S NOT ALWAYS EASY TO GET PEOPLE TO REVIEW WITHOUT A PROMPT @roberts_ben_m
  • 33. TWO KEY POINTS TO REMEMBER! 1) ASK DON’T BRIBE 2) INCENTIVES ARE FINE @roberts_ben_m
  • 34. REMEMBER ANYONE CAN SAY ANYTHING, ESPECIALLY ONLINE, BUT NOT EVERYONE CAN BACK UP THEIR CLAIMS @roberts_ben_m
  • 35. @roberts_ben_m 2 BOOKS I HIGHLY RECOMMEND READING
  • 36. THANK YOU FOR LISTENING! @roberts_ben_m

Editor's Notes

  1. Online reviews – Open Review are a way of connecting customers with business
  2. Chuck 3 stats at you
  3. 40 - 73 – 88 One is no good, you need multiple reviews.
  4. Customers who aren’t paid to endorse. Who aren’t coersed. People believe their peers, whether they’ve met them or not
  5. Think about it you are one company with a reach of (x) – You have 10 customers each of them have their own circles – It’s like a ripple effect.
  6. Relevancy is key. Would you trust a review that was left 6 months ago? So much has changed. Regular reviews offer more accurate reflections Lack of recent review could suggest lack of customers, lack of activity, censorship of reviews
  7. Review sites
  8. SEO Benefits
  9. SEO benefits
  10. It’s about balance. Red and the blue pill. Externals offer better SEO, more trust but that comes with less control
  11. Need to find a better reply!!
  12. Some customers can’t be please, but by you publically showing willingness to engage is a hue plus.
  13. Yes
  14. Yes. Some people just need an incentive. People are forgetful .