harnessing the power of online reviews by thomas ballantyne

#SMX #11C3Thomas Ballantyne /

@Thos003

Search In Review

Harnessing The Power Of

Online Reviews


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So let’s talk about those STARS!!!


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Who performs the worst?

o JourneyoBritney SpearsoMadonnaoSnoop DoggoKanye West


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What has the most reviews online today?


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1st place

Highestin reviews goes to a GOOGLE PLAY APP!!Which one wins?..


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62,642,670

X 4.0 avg =

250,570,680starsOwned by Google


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Clash of Clans

34,542,651Ratingsx 4.6 = 158,896,194 stars= $378,675 Daily

iTunes has

2,114,873 reviews for Clash


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# 2 ?


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4,501,7734,501,773 x 4.43 = 19,942,854 Stars Generated

byHarry Potter and the Sorcerer’s Stone

+794,919/year+3,521,491*


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17,321,534 17,321,534 x 4.42 =

76,561,180Stars added

By J.K. Rowlings


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1,782,562 x 9.3 = 16,577,826 Stars

1,782,562 #3 in reviews


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Most Reviews on Google Maps?

= 111,601 Stars


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How about rating your drug dealer?


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I am a good

kisser. I hear he is

a good kisser.I’ve kissed

him and he is a good kisser..


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User Generated Content (UGC)A Totally Hip Infographic

51%Trust UGC over

information on a company site (16%) or news articles about the company (14%)12x

Online reviews are

more trusted than descriptions that come from manufacturers

eMarketer, February, 2010

only

29%

use social networks to find productinfo

29%

Highlight a stat in this circle!

½ MillennialsTrust UGC

More than Friends & Family

- baazarvoice

94%Use social

media

8.5 B$ocialMedia


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Those that admit online reviews influence buying decisions,And those that lie about it.


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Here’s another space for a stat!Double-click on the column chart below to edit the style. Right click > “Edit Data” to update the values. Use the banners on the right for labeling.

Consumers own your brand

messaging!

12x 51%


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“This crap doesn’t fly any more!”

Marketing Snake-Oil81 Reviews


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Consumerreviews shatter crafty marketing.

Have lost the power of mass mediaCompanies


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And Great Products WIN.


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Most reviewed Amazon product goes to..

Kindle Fire with 111,376 reviews


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The Banana slicer onAmazon, the review gets 54,472 votes!

http://blwrk.us/banana-slicer-lol

Single most reviewed item on Amazon a year ago was...


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Did you know that Amazon is the largest single source of consumer product reviews?


@Thos003 @Thos003 / with Bulwark Exterminating/ -

"taking a different approach ... The good, the bad, and the ugly ... to let truth loose"

Speaking on reviews, Amazon CEO, Jeff Bezos said Amazon is


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amazon owns and implements their review strategy on..


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- Movies- Books- Music

-PRODUCTS

($$$$)

- Apps- Music

-MAPS ($)


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=$$$$$

Trust is currency

Trustis

currency

=


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13,90713,907 x 4.9 = 68,144 Gold Stars

13,907 Smiles from Techs +13,907 Conversations with Customers

= Higher Referral Rates + Higher Customer Satisfaction


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First Viral Review MOBBING

Bin LadenMay 4, 2011http://blwrk.us/B1nLad3n



Post a video harassing a pizza guy over a $7 tip…

F&R’s Yelp reviews blow up!


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Review Mob on the loose!

7,856 negative Yelp & 2,769 negative Google reviews

Over a $7 tip. 1/14/2015


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Trump Properties have fallen since election by 40%Avg. Ratings were 4.0, now 3.7

Trolling the Troll?



92% of consumers read online reviews to determine quality of a local business

Many business owners don’t thinkonline reviews are

important.

“Reviews are not fair.”

“I am a totally amazing pig!”


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YOU DON’T HAVE A REVIEW PROBLEM,

YOU HAVE A BUSINESS PROBLEM!!!


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F&cC FEEDBACK &

CLICKS/CONVERSIONS


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Britney has 18 mentions of “lip sync” in her first 20 negative reviews.

Feedback

Milli & Vanilli like this slide.


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Stars get clicks!


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What do review stars do for search?

- 4th organic listing- 26% of clicks- 15% of time spent on the

page


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How do I get good reviews?


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Customer Satisfaction"We looked at people who mentioned “bad” or “awful” customer service versus those that mention “good” or “great” customer service. If a yelper mentioned good customer service, they are over 5 times as likely to give a 5 star review rather than a 1 star. Similarly, nearly 70% of “bad” customer service experiences are given 1 star, compared to less than 5% that get 5 stars.” - Yelp

1


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Hire people that willlove your customers.


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Ask ,and ye shall

receive.Most business owners don’t ask for online reviews.

2


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250 Billion Stars in the Milky Way

We only need 14.59 five-star reviews per internet user today to catch up.

462,486,251 review stars accounted for in this presentation.


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