LSA Bootcamp Portland: Taking Control of Your Online Reputation
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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive in Portland 11/1/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
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LSA Bootcamp Portland: Taking Control of Your Online Reputation
- 1. Taking Control of Your Online Reputation
- 2. Taking Control of Your Online Reputation Consumer reviews can have a significant impact on your bottom line. Learn best practices to deal with difficult customers and negative reviews. Learn effective methods to get reviews in ways that don’t break the rules.
- 3. Who reads reviews? Lots of people (they also just talk to each other)
- 4. Who reads reviews? Plenty of surveys show significant influence of reviews Insert Boring Survey Chart Here
- 5. What to do about reviews?
- 6. What to do about reviews? Provide great service
- 7. Getting more reviews Search Rankings: More reviews is better than great reviews
- 8. Getting more reviews Provide great service
- 9. Getting more reviews Window clings from Yelp, Foursquare, TripAdvisor “Feel free to share your experience on Yelp” “How did you find out about us? …” Use the power of suggestion
- 10. Getting more reviews Directly ask for reviews Provide incentives for reviews Pay people to leave reviews Create a bunch of accounts and write your own Advanced techniques
- 11. Getting more reviews Yelp: Don’t even ask Google: OK to ask, don’t incentivize FTC: What Google said By the book
- 12. Getting more reviews Create check-in specials on Foursquare, Yelp, and Facebook Attracts people likely to leave 4SQ Tips, Reviews 4SQ: Create your own Tips Alternative: Check-ins, Tips
- 13. Dealing with bad reviews Take a deep breath. Count to ten.
- 14. Dealing with bad reviews Don’t obsess over less-than-perfect reviews
- 15. Dealing with bad reviews Report abusive reviews Threatening, bigoted (Yelp allows salty language) Look at user’s other reviews for signs of fakeness Don’t expect this to work
- 16. Dealing with bad reviews Respond Acknowledge / apologize Clarify / resolve Take it offline
- 17. Free market research MR is valuable MR is expensive Reviews are free MR Take advantage of it
- 18. Other things to consider Responding to good reviews Industry-specific review sites Service-area businesses (Thumbtack)
Editor's Notes
- Plenty of research showing that reviews influence consumers in general. Reviews are really just a more formal version of “word of mouth”.
- Plenty of research showing that reviews influence consumers in general. Reviews are really just a more formal version of “word of mouth”.
- Provide great service – whole other subject Learn what leads to success / stumbles Customer needs analysis Set expectations
- Provide great service – whole other subject Learn what leads to success / stumbles Customer needs analysis Set expectations
- Window clings: claim and order from site, or DIY
- More aggressive = more risk Incentivized reviews don’t look natural Flood of reviews is suspicious and may get filtered
- More aggressive = more risk Incentivized reviews don’t look natural Flood of reviews is suspicious and may get filtered
- We pour our hearts into our business, so it’s understandable that bad reviews can hurt.
- People generally consider aggregate score More trust in middle range reviews You look real
- Can result in a user updating their review At least shows you care You don’t want back in forth in public Sometimes a bad review says more about the reviewer than the business – readers can pick up on this
- Why do they like you What don’t they like What more are they looking for What’s causing confusion?