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Warning: Negative Online Reviews (Or Even A Lack of Reviews) Could Be Hurting Your Bottom Line! How to harness the power of positive reviews and protect your #1 asset - your reputation.

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Techshare Presentation

  1. 1. Warning: Negative Online Reviews (Or Even A Lack of Reviews) Could Be Hurting Your Bottom Line! What you need to know to protect your #1 asset – your reputation!Presented by Tim FahndrichthirdRiver Marketing LLC
  2. 2. “It takes many good deeds tobuild a good reputation, and onlyone bad one to lose it” ~ Benjamin Franklin
  3. 3. Could this happen to you?
  4. 4. Ouch!
  5. 5. Or this …
  6. 6. 4 out of 5 consumers have changed their minds about a recommended product or service based solely onnegative information they found online - Cone Study, 2011
  7. 7. Let’s Get Started1 How do people find your business?2 What are people saying about you? How are tapping into “earned3 media” and “social proof”?
  8. 8. How do people1 Find Your Business?
  9. 9. “Yellow Page usage among people, say, below 50, willdrop to zero, near zero, in the next five years.” ~ Bill Gates May 2007
  10. 10. What are consumers using today? … and over 1500 others!
  11. 11. 7 out of 10 web searchesstart on Google … and 89% of all clicks on Google happen on page one
  12. 12. Two types of searches:1 Keyword Search (SEO)2 Reputation and Referral Search
  13. 13. What’s one of the first thingsconsumers do when referred to you?
  14. 14. What Are People Saying About2 Your Business? … this can potentially make or break your company over time
  15. 15. A difference of one “star” inaverage rating led to differencein revenues of 5 to 9 percent. -2011 Harvard Business Review Study
  16. 16. 52% of consumers state that online reviews are the mostinfluential factor when making a purchase decision
  17. 17. “Negative reviews can hang analbatross around your neck if theyappear prominently in searchresults.” -Kermitt Pattison,
  18. 18. 3 Reasons Consumers Love Reviews Saves Time Having positive1 reviews shows your prospective Peace of Mind consumer that2 you are the right choice Saves Money3
  19. 19. How Are You Tapping Into The Power of3 “Earned Media” and “Social Proof”?
  20. 20. 9 out of 10 consumers trust“earned media” such as peer reviews -Nielsen Study 2012 -As opposed to only 33% trust paid media / advertising
  21. 21. Did you know?74% of consumers rely on their social networks to guide purchasing decisions
  22. 22. Facebook alone has over 900 million members … typicallywith a huge local reach in your community …What if you could get peopletalking about you in the form of reviews on social media sites?
  23. 23. How do I get started toprotect my reputation?
  24. 24. Provide Great Service! … If you don’t make this part ofyour company culture … even the best ‘reputation management’ won’t be able to help you
  25. 25. Manage 1 Your Online Reputation• Claim your online listings – Google+Local – Yelp – Bing – others• Proactively ask for reviews
  26. 26. Reviews:• Google+ Local• Yelp• Insider Pages• Industry specific sites like ZillowRecommendations:• Facebook• Linkedin
  27. 27. Monitor 2 Your Online Reputation• Review Sites – Respond to reviews• Social media (Twitter, Facebook, et. al)• Blogs and forums• News stories
  28. 28. Free Monitoring Tools• Google Alerts• Social Mention• Hootsuite• RSS readers
  29. 29. Promote 3 Your Online Reputation• Social media web sites• Company web site or blog• Press releases• YouTube / Reputation Videos (SEO!)• Marketing and sales process• Customer outreach
  30. 30. This can all be a little overwhelming … we understand
  31. 31. Typical Questions When Getting Started: How do I ask for a review? 1 Where do I send them to leave a 2 review? Should I offer an incentive to leave 3 a review? … and many more!
  32. 32. Introducing S ave Y our S elf T ime E nergy M oney
  33. 33. Proactively Gather Reviews1 Monitor Reviews2 Share and Promote Reviews3Incorporate all the major touch points
  34. 34. Online ReputationMarketing is the NewPR & Word of Mouth
  35. 35. Take complaints and bad reviews seriously, not personally
  36. 36. Questions?
  37. 37. Was this helpful??Tell us what you loved about it at… 
  38. 38. Tim Fahndrich thirdRiver Marketing LLC p. 503.581.4554Thank you!