MarketingBitz Bootcamp Phoenix: Managing Your Online Reputation (MarketingBitz)
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MANAGING YOUR ONLINE REPUTATION Corey Dane – Associate Director of Business Outreach
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Transcript of MarketingBitz Bootcamp Phoenix: Managing Your Online Reputation (MarketingBitz)
MANAGING YOURONLINE REPUTATION
Corey Dane – Associate Director of Business Outreach
Facts & Figures
59% areage 35 or over
74% havea College Degree
69% earn60k+ annually
Our Community:Yelpers are affluent, educated adults.
A look at the numbers.Traffic:
73 Millionmonthly visitors
via desktop
89 Millionmonthly visitors
via mobile
121 Milliontotal reviews
since inception
60% 440k 523k73%
App Activity:Mobile puts the power of Yelp in the palms on consumers.
23% 19% 13% 11% 9%
7% 6% 4% 4% 4%
Category Breakdown:Helping consumers find more than bodacious burgers.
…In a Nielsen study, we found that…
…and that…
biz.yelp.com:Own your online storefront.
Free Business Owners App:The power of Yelp for Business Owners in the palm of your hand.
…
SOURCE: Boston Consulting Group, 2013
$8000THE AVERAGE ANNUAL
INCREMENTAL REVENUE GENERATED BY A BUSINESSAFTER CLAIMING ITSYELP BUSINESS
PAGE
free
Needle Movers
Business who complete their profiles see, on average, 5X the customer leads each month.
STEP ONE:
COMPLETE YOUR PROFILE
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
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
Yelp Business Page:Access via desktop and mobile.
biz.yelp.com
COMPLETE YOUR PROFILE
…
Business Information:Make sure all of your basic information is correct.
• 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)
…
…
…
biz.yelp.com
ADD UNLIMITED PHOTOS
…
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
Business Information:Make sure all of your basic information is correct.
PHOTOS
biz.yelp.com
…
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
…
01 Mission
02 CM Survey Responses
04 Next Steps
…
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
Business Owner’s Account:A wealth of tools to help you grow your business.
biz.yelp.com
…
PUBLIC COMMENTS & DIRECT MESSAGES
SHARE orFLAG
ADD/EDIT/REMOVE PUBLIC COMMENT orSEND PRIVATE MESSAGE
PUBLIC COMMENTS
biz.yelp.com
…
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
DIRECT MESSAGES
biz.yelp.com
…
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
Negative Review?Stop, Drop & Roll.
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
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
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
Takeaways
