Threesides - Human Brochure 101 - Online Reviews

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Developing a structured approach to consolidating, growing and evaluating your businesses online review profile is a smart move for businesses. This session presented to the Human Brochure 101 group provided simple tips for structuring and supporting a best practice online reviews program.

Transcript of Threesides - Human Brochure 101 - Online Reviews

  • 1. Online Reviews: Human Brochure 101

2. 3. We help these businesses with their online marketing: Old Bus Depot Markets National Parks NSW - Whales Retail 360 Campus Living Villages Yass Valley Tourism Sovereign Hill DDCS family Lawyers Trevs caf Dickson (and more) 4. Learning Outcomes 1. Develop channels to support and encourage open online feedback and reviews 2.Understand the digital dos and don'ts of feedback. 5. Word of mouth or reviews? Word of mouth = unstructured chatter or discussion Reviews = structured and directed feedback, opinion or insight 6. This is really people based advertising The basics you need to continue here: 1. A Good product 2. Something worth talking about 3. A willingness to be involved 4. Your best customer service smile 5. A little bit of time and a lot of patience. 7. Earning consumer trust is the holy grail of a successful marketing campaign 8. 84% of global respondents (across 58 countries) said Word-of-mouth recommendations from friends and family, are still the most influential and the most trustworthy. Nielsen Sep 2013 Nielsen Global Survey of Trust in Advertising 2013 - influence-consumer-trust-in-advertising.html 9. 68% of people indicated that they trust consumer opinions posted online, which ranked third in 2013, (up 7 percentage points from 2007). Nielsen Sep 2013 Nielsen Global Survey of Trust in Advertising 2013 - influence-consumer-trust-in-advertising.html 10. Reviews influence 1. Potential buyers 2. The friends and family of past buyers 3. Search engines 4. Your brand 5. Other businesses opinion 11. DIGITAL TACTICS 12. Digital Tactics WEBSITE & Content LOCAL Listings + Content Distribution LINKS connections SEARCH SEO/SEM SALES & Distribution DIRECT marketing SOCIAL Media REVIEW Sites ONLINE MARKETING PLAN+ TACTICS Digital Footprint Target market Plan + Tactics Budget Reporting 13. DEVELOPING YOUR REVIEWS PLAN 14. SUCCESS 15. 1. Find it 2. Claim and update it 3. Respond to it 4. Track it 5. Ask for it 6. Incentivise and reward it 7. Evaluate it 7 Steps to Online Review Success ConsolidateGrow Start 16. Our case study 17. 1. FIND IT 18. Find where people talk Google Tools 1. Search - 2. Analytics - 3. Webmaster Tools (backlinks) - 4. Google Alerts - 19. Search in the known hangouts 1. Trip advisor (Tourism / Hospitality) 2. Facebook places 3. Urban Spoon / Yelp 4. Riot Act 5. Directory sites True Local / Start Local 6. Industry review sites (Restaurants) 20. Dig a bit further 7. Blogs 8. # Tags in Instagram and Twitter 9. Specialised Industry publications (eg. Wedding Guides) 21. Google blog search 22. Monitor the web with Google Alerts 23. 2. CLAIM AND UPDATE IT 24. Google Maps 25. Google + bout 26. 27. Facebook Place (or Page) 28. Urban Spoon 29. 30. Claim it (Steps) 1.Find the sites 2.Find the claim button 3.Register your details 4.Add the correct business details and photos 31. 3. RESPOND TO IT 32. Should you respond to every review you get? Respond to everything? 33. 1. All static reviews should be responded to 2. Respond quickly to customer posts good or bad 3. Be factual and stay calm Maybe do it tomorrow? 4. Accept you cant keep everyone happy 5. Take major issues offline or into private space 6. Ask them to contact you to follow up further 7. Say thankyou and encourage positivity Review Response Dos 34. 1. Negativity 2. Getting angry being an A#*hole 3. Starting Arguments 4. Disclosing personal information of customers 5. Upselling 6. Slow responses 7. Talking about yourself 8. Inconsistency 9. Fake answers Review Response Donts 35. Type of issue Response Straight Problems issue with your product or service and person has laid out exactly what went wrong. Respond directly and quickly Constructive Criticism - when the comment comes with a suggestion attached. Respond and take on board Merited Attack Essentially, you or your company did something wrong, and someone is angry. Respond , follow up, move offline if necessary Trolling/Spam no valid reason for being angry at you Ignore, block, ban, report Adapted from Negative response options 36. You choose how you respond Reviews-Capital_Executive_Apartment_Hotel_Canberra- Canberra_Greater_Canberra_Australian_Capital.html 37. AVOID ONLINE ASTROTURFING 38. Online reviews ACCC Guide for Business platforms 39. 4. TRACK IT 40. Track it 1. List the sites in a spreadsheet - track number of reviews - score - sentiment 2. Add to your browser favourites 3. Activate email alerts from sites 4. Periodically check in on sites (eg. 1 hr per month) 41. 5. ASK FOR IT 42. Ask for feedback Pick your channel: 1. In person at the Point of Sale 2. At the register / in the store (flyer, sign) 3. Post purchase email 4. On social media 5. On your website (contact page /reviews page) 6. Feedback Survey (Be mindful of Soliciting feedback T+Cs and ask for permission to selectively republish) 43. Website and email 44. 6. INCENTIVISE AND REWARD IT 45. Incentive guidelines Incentives should only be offered in exchange for reviews of your business if: 1. Incentives are offered equally to consumers likely to be complimentary and consumers likely to be critical, and positive and negative reviews are treated the same 2. The reviewer is expressly told that the incentive is available whether the review is positive or negative 3. The incentive is prominently disclosed to users who rely on affected reviews 46. Whats your price? What is your feedback worth? 47. Incentives and rewards 1. Delayed incentive (competition) 2. Repeat purchase (complete feedback for 10% off your next visit) 3. Free return offer (complete feedback and get something next time) 4. Pass it on offer 5. Value add at point of sale (what are your after dinner mints?) 48. Flint competition 49. 7. EVALUATE IT 50. Get a handle on the numbers 1. Track feedback via channels (old vs new) 2. Qualitative and Quantitative 3. Track sentiment - is it changing 4. Track Referral traffic - analytics 5. Track rankings 51. Online evaluation and tracking 52. Our case study 53. 1. Find it 2. Claim and update it 3. Respond to it 4. Track it 5. Ask for it 6. Incentivi se and reward it 7. Evaluate it 7 Steps to Online Review Success ConsolidateGrow 54. Stay In Touch www.