navigating online review sites 3.29.12
DESCRIPTION
For many industries, online review sites have a huge effect on foot traffic, brand perception, and a company’s bottom line. In fact, a recent study by Business Week found that 70% of US consumers now consult review sites or ratings prior to making a purchase. In this hyper-competitive landscape, how can a brand approach review sites head-on to ensure that they are properly listed, optimized for search, and engaged with their audience? Citing industry trends, examples, and best practices, 451 Marketing Director of Search Marketing Francis Skipper will teach attendees how to make the most of these popular sites in this free workshop. Attendees will leave with an understanding of the ins and outs of online review sites and how they affect online reputation and search rankings.TRANSCRIPT
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Navigating Online Review Sites
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Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
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Wait, you’re a search marketing guy…why are you talking to us
about review sites?
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Review Sites Dominate Search Results
Restaurant Website
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Keyword and Linking Opportunities
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Why are Review Sites
Important to Me?
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Reviews on a site can
boost conversion +20%
Traffic to top review sites
grew 158% last year
7 in 10 who read reviews share them
(Compete, 2011; Harris Poll, 2010; Deloitte & Touche, 2010; Bazaarvoice, 2010)
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70% now consult reviews or
ratings before purchasing
Consumers are 50% more likely to use a
local business after a positive review
(BusinessWeek, 2011)
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14%
of people trust peer recommendations
Only trust advertisements (Qualmann, Socialnomics, 2010)
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The Major US Review Sites
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250,000 new claimants a month
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>61 million unique monthly visitors
1/3 of all Yelp.com searches from mobile
Every other second, directions/call from Yelp app
(Yelp, 2011)
22 million reviews
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Quantcast 2011
Not just restaurants!
Changing demographics
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15 million reviewers
4 million unique monthly visitors
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1.4 million unique
monthly visitors
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Claim and Build Listings
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Claim
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Claim
google.com/places
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Claim
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Fill Out Completely
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Use Keywords!
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Be Consistent
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Monitor Your Listings
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Take an Active Role
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Don’t forget
• Your reviewers are your paying customers
• Your reviewers are human beings with
(sometimes unpredictable) feelings
• Your reviewers are vocal and opinionated
(otherwise they would not be writing
reviews!)
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Answering as a Real Person
Makes Response More Sincere
Thanks for the feedback! We’re glad you enjoyed your experience!
-John T. Manager
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Responding to a Positive Review
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• Take a deep breath
• Acknowledge: thank you for the business
and the feedback
• Act: If you can, be specific about the
customer's experience and any changes
you may have made as a result; this could
go very far in earning trust.
• Take the conversation offline
Responding to a Negative Review
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(Yelp, 08/11)
Review Distribution
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Use Feedback
to Improve Your Brand
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Advertise
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Remind Customers of
Your Online Presence -
Offline
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Review Site Deals and Promotions
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What Makes Reviewed Sites
Rise to the Top?
MARCH
28
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Take-Aways • Presence on review sites is essential
• List, claim, build
• Complete profiles as much as possible
• Use your keywords
• Monitor profiles
• Be active on sites when necessary
• DON’T solicit reviews
• Think before you respond
• Use them as a tool for improvement
• Make your presence known
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• Founded in 2004
• Based in Boston
• 30 Communications Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 & 2012
About 451 Marketing
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We specialize in:
• Search Engine Optimization (SEO)
• Paid Search and Pay-Per-Click Advertising
• Paid Media Management
• Traditional and Digital Public Relations
• Targeted Press Releases
• Content Creation
• Social Media Marketing
• Social Media Strategy Development/Training
• Web Design and Implementation
• Brand Development
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Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
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Questions?
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Navigating Online Review Sites