review management101

SteakMash

for Table 3

Negative reviews aren’t all bad. Nothing but 5 star reviews can seem fabricated and can put consumers off, so a mix of negative and positive reviews helps build trust.

THE INFLUENCE OF REVIEWS AND RATINGS

REVIEW MANAGEMENT 101Your simple guide to building a review management strategy

Brands with multiple locations can positively impact their business by developing a thoughtful and comprehensive

strategy for encouraging and managing reviews.

Claim your spaces (Google, Bing, Facebook, Yelp, Foursquare)

Optimize those spaces with info, photos, videos

Track reviews in real time so you know when a new review goes up

Monitor all reviews, because if you’re in the dark, you’re dead

Encourage new reviews without being aggressive

Respond to negative reviews (and positive reviews as well)

Measure your results

David Evans studied how restaurant owner’s responses to negative Yelp reviews affect readers’ intention to visit.

After reading a negative review, and the owner’s response, how likely are you to go to that restaurant?*

YOUR STRATEGY IN 7 STEPS

THE RIGHT RESPONSE MAKES A DIFFERENCE

TURN READERS INTO BUYERS

Aggressive Response

Less likley to book

More likely to book

Increase in perception

Appropriate Response

ACTION

Tell them how you’ll fix it

CARE

Show them you empathize

PERSPECTIVE

Give them some context

*Full plate signifies “Somewhat likely”; empty plate signifies “Not likely”; all numbers adjusted against the baseline for clarity

Up to 20% of online reviews are fake or fraudulent

Flag them and alert the site

Most sites will remove fraudulent reviews

27% 49%

What about fake reviews?

75% 87%

No response Combative responseTypical, constructive

Yelp responseCAP Response

Any response is better than no response

Don’t be defensive or aggressive

Be Human, be real, be consistent

A CAP response is best - in the order below:

The only thing worse than getting a bad review is not responding to itWHAT KIND OF RESPONSE WORKS BEST

The proper response can turn a negative reivew into a positive experience

C A P

TripAdvisor’s research highlights the value of the right response

http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-service-issue-than-the-resolution-38756

http://mashable.com/2013/09/02/yelp-reviews-infographic/

http://people.hbs.edu/mluca/FakeItTillYouMakeIt.pdf

http://www.marketingprofs.com/articles/2014/26323/how-to-make-a-negative-review-a-positive-experience

http://www.thinkwithgoogle.com/articles/how-advertisers-can-extend-their-relevance-with-search.html

http://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html

http://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html

http://www.tripadvisor.com/TripAdvisorInsights/n2428/how-add-management-responses-tripadvisor-traveler-reviews

https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them#i.10lc19a199hemk

https://journals.lib.washington.edu/index.php/FPR/article/download/13907/11973

Sources

Learn more about review management and local search strategies at sweetiq.com

SweetIQ increases our clients’ online findability to help them convert local searches to in-store foot traffic. Our turnkey local marketing platform provides hard data and

actionable insights that help drive sales for our clients.

CREATED BY:

User reviews increase Online to Offline

conversions

of buying decisions are influenced by online reviews

and rankings

72%O2Oof consumer spending is

influenced by O2O

$2Trillion

70% 62%87%

@mysweetiq

linkedin.com/company/sweet-iq