Reputation management for small businesses

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    17-Feb-2017

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DONT BE IN THE DARK!Are your online reviews helping or hurting your business?

Quick PollReviewer: This was the worst hotel visit

Response: I dont know what went wrong. Please contact us and we can provide you a gift certificate for your next stay.

How Reviews Impact Your BusinessOnline reviews are the new word of mouth, but with a larger reachSearch result pages include online ratings and reviewsBuild credibility with positive reviewsPositive reviews offset negative reviewsProvides insights for improving business

Search Engine Optimization

Quantity of regular reviewsAverage Star RankingCredibility with pubs

If someone did a search for your business, what would they find?

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, youll do things differently. -Warren Buffet

Online Review Stats97%Say they read reviews about local businesses. BIA Kelsey90%Of consumers say positive reviews influenced their purchase decision. Marketing Land

57% of consumers were suspicious of companies with only positive reviews -Mintel Group Ltd. 20152011 study by Harvard Business School showed that adding one star to a Yelp rating can increase a restaurants business by 5-9%92% of consumers trust online reviews as much as personal recommendations (Brightlocal, 2015)

Vistaprint Digital Services commissioned a national survey of U.S. online consumers through Google Consumer Surveys to better understand the elements of small business online presences that most impact consumer interest. The survey was responded to by 2,000 people age 18+ at a 95% confidence level. The survey was weighted against the U.S. Census Bureau Current Population Survey for age, gender and region of the United States to be representative of the adult Internet population. The timeframe of the study was 03/29/2016 - 04/4/2016.

The majority (51.8%) of respondents said that bad reviews would be the most likely reason to prevent them from shopping at a small business.92.2% of respondents said they either always, often or sometimes do research online before visiting a small business VistaPrint, May 2016

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The DONTs

Dont respond with a negative

Oftentimes that becomes a larger problem9

Dont Auto-reply

DO NOT - American Airlines Auto Reply

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Dont Fake it

There are bots that detect fake reviews.

Amazon has also filed lawsuits against fake reviewers. (some companies have been shut down)11

Dont just jump on a trend

Cheerios - Oreos12

Dont make public offersDont use your business name in a negative review responseDont ignore the positive reviews

Offering a gift card or a hotel visit. You can take this offline.

Business name encourages your result to show up with search engines13

The DOs

Do reflect before you react

Recalled 2.3 million vehicles faulty accelerator pedalsInterview on Digg (40 million UV) by Jim Lentz, PresidentMany customers were reaching out with questionsAnswered questions from usersHonest and straightforward 1.2 million views3,200 questions

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Do own it!

#technologyandstuff#chevyguy

Chevy San Francisco GiantsWorld Series MVPRikk Wilde (spokesman)technology and stuffNew Marketing Slogan!

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Do view them as opportunities

Dell Hell Customer Service17

Do be aware of current events

Oreos during the superbowl blackout

The @NRA_Rifleman Twitter account which describes itself as "an official journal of the National Rifle Association for example, started the day by tweeting "Good morning, shooters. Happy Friday. Weekend plans?Aurora Shooting18

Do encourage reviews

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Do post in a timely fashionDo consider the future

Do remember your employees

Timely Fashion JetBlue responds quickly to both positive and negative

Your postings online will continue to live on. Its okay to move them offlines

HMV and their employee access

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If you arent monitoring your reputation online, you have NO idea what people are saying.

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Useful ToolsGoogle Alerts

SocialMentionReputation Management tools

Kitsap Sun TrackurHootsuiteRankurBrandseyeMention

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A brand is no longer what we tell the Consumer it is - it is what Consumers tell each other it is.-Scott Cook, Intuit

Thank you!Cecilie Burleson Digital Sales Manager Kitsap Sun

GuidelinesFTC endorsement guidelines make it clear that online review writers cannot receive payment of any sort without disclosure.Online companies such as Amazon and Yelp post their own (often stricter) guidelines.Amazon prohibits any soft of payment in exchange for a review including discount, bonus content, gift cards and contest entry.HEREJuly 2015 Online reviews are entitled to First Amendment protection in Washington State - HEREThomson v. DoeEvidence required

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