insidelocal - reviews & reputation management for local businesses - presentation
TRANSCRIPT
Sept 25th 2013
‘Reviews & Reputation Management for Local Businesses’
‘Reviews & Reputation Management’
Agenda:Evidence & ammunition for reviews
Google+ strategies & advice
Strategies for getting more reviews
Best tools for managing reviews
House keeping…
Presentations and Q&A
Webinar is being recorded
Recording available on Monday
No webcam view (boo…)
Slidedeck uploaded to slideshare.net
Follow up email with all details
Speakers
Don CampbellExpand2web.com
Phil RozekLocalvisibilitysystem.
com
Hosts
Myles AndersonBrightLocal.com
Linda BuquetLocalsearchforum.com
Section 1
The power of reviews
‘Reviews & Reputation Management’
Myles AndersonBrightLocal.com
2 sides to every review…
Ranking power of reviews is falling
2008 2009 2010 2011 2012 20130
2
4
6
8
10
12
14
Ranking Factor #
Source: Local Search Ranking Factors 2013
Lower # = More important the Factor
But ranking is only ½ the story
JAN-FEB 20132,100 CONSUMERS17 QUESTIONSALL ABOUT REVIEWS
LOCAL CONSUMER REVIEW SURVEY 2013
Do you read online customer reviews to determine whether a local business is a good business?
Yes regularly Yes , occasionally No0%
10%
20%
30%
40%
50%
60%
2011 2012 2013
Source: Local Consumer Review Survey 2013
85%OF CONSUMERS READ ONLINE REVIEWS TO DETERMINE IF A LOCAL BUSINESS IS GOOD
How many online reviews do you read before you can form an opinion about a business?
0 1 2-3 4-6 7-10 11-20 21-30 31-40 41-50 51+0%
5%
10%
15%
20%
25%
30%
35%
2011 2012 2013
Source: Local Consumer Review Survey 2013
77%CONSUMERS READ LESS THAN 6 REVIEWS BEFORE THEY FORM AN OPINION
% of consumers reading more than 7 reviews before they form an opinion about a business
Series10%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2011 2012 2013
44%
35%
22%
Source: Local Consumer Review Survey 2013
How do online customer reviews affect your opinion of a local business?
0%
20%
40%
60%
80%
2011 2012 2013
Source: Local Consumer Review Survey 2013
73%OF CONSUMERS SAY POSITIVE ONLINE REVIEWS MAKE THEM TRUST A BUSINESS MORE
How do online customer reviews influence your decision to use a local business?
0%
20%
40%
60%
2011 2012 2013
Source: Local Consumer Review Survey 2013
How do online customer reviews influence your decision to use a local business?
0%
20%
40%
60%
2011 2012 2013
Source: Local Consumer Review Survey 2013
65%OF CONSUMERS SAY POSITIVE ONLINE REVIEWS MAKE THEM LIKELY TO USE A BUSINESS
Do you trust online customer reviews as much as personal recommendations?
Yes, i
f there
are m
ultiple cu
stomer
review
s to re
ad
Yes, i
f I beli
eve t
he rev
iews a
re au
thentic
Yes, f
or some t
ypes
of busin
ess, n
o for o
thers No0%
10%
20%
30%
2011 2012 2013
Source: Local Consumer Review Survey 2013
79%OF CONSUMERS TRUST ONLINE REVIEWS AS MUCH AS PERSONAL RECOMMENDATIONS
Full Survey ResultsWWW.BRIGHTLOCAL.COM/?P=7539
Section 2
Understanding Google Online Reviews
‘Reviews & Reputation Management’
Don Campbell
Google Reviews
Getting In The Carousel
Google is important… but not everything
Common Questions About Google Reviews
Where did my reviews go?
How do I get my reviews back?
What should I tell my clients?
How do I get more reviews?
What should I do about negative reviews?
Understand Google’s Review Guidelines
Understand Google’s Review Guidelines
It’s great reading… really!
Avoid The Google Review FilterIt can’t see you if…
Avoid The Google Review Filter…
Avoid getting lots of reviews at once– Think “natural review profile”
Don’t use review stations
Don’t post similar reviews on other sites
Don’t put URLs in the reviews
Don’t review yourself
Don’t offer incentives for leaving reviews
DON’T BUY REVIEWS!
Avoid The Google Review Filter…
Phil’s Checklist:http://goo.gl/KWvAvS
How To Get Missing Reviews Back!
Is the listing claimed in multiple accounts?
Move them (if you’ve moved recently)
Report it: https://support.google.com/places/
What Should I Do About Negative Reviews?
What Should I Do About Negative Reviews?
Identify them before they happen!
Provide a Business Response– But what if I can’t respond!?
Flag if inappropriate
Showcase your customer focus!
How Negative Reviews Can Help Your Business
They create trust and credibility
They provide you feedback
They can improve your SEO
They are a golden opportunity!
Read Matt McGee’s Article:http://goo.gl/nVdhHf
Responding to Reviews
Take Google’s Advice:
• Be nice• Don’t get personal• Feedback is helpful• Keep it short and sweet• Thank your reviewers• Be a friend, not a
salesperson
More: http://goo.gl/RtmxXb
How To Get More Reviews Published
Be proactive and ASK for reviews– Implement a process, train your staff
– Make it easy for your customers
– Be the kind of business people want to refer
How To Get More Reviews Published
Be proactive and ASK for reviews– Implement a process, train your staff
– Make it easy for your customers
– Be the kind of business people want to refer
Read this book!
Resources
What to tell your clients– http://goo.gl/XsZd6o
Checklist for keeping out of the filter– http://goo.gl/KWvAvS
Google Review Guidelines– http://goo.gl/fcTKrr
Five Ways Negative Reviews Are Good For Business– http://goo.gl/nVdhHf
Complete Guide To Google+ Reviews– http://goo.gl/0fRcHx
How To Get More Reviews Published
64% of business owners say they get over half their business from referrals
Referrals
64% of business owners say they get over half their business from referrals
80% of businesses have no system for referrals!
Customer Interaction Touch-Points
Section 3
Less Resistance, More Reviews
‘Reviews & Reputation Management’
Phil RozekLocalVisibilitySystem.com
Your Goal:LOTS OF REVIEWS ON MULTIPLE SITES- AKA DIVERSITY.
Why Diversity Wins at Reviews
Reason 1: Helps you cultivate
other visibility / customer sourcesLittle trickles add up.
Your competitors ignore them.
Can’t forget branded searches…
Why Diversity Wins at Reviews
Why Diversity Wins at Reviews
Reason 2: Seems to help your Google+
Local rankingsThat’s been my experience with clients.
Quantity & diversity of 3rd-party reviews are
“Competititve” factors #12 and #18 on the 2013
Local Search Ranking Factors study.
It also just stands to reason.
Why Diversity Wins at Reviews
Reason 3: Keep eggs in more than
one basketGoogle is unpredictable.
Yelp is predictably draconian.
Easier Said Than DoneYOU NEED TO DEAL WITH3 TYPES OF RESISTANCE.
3 Forms of Resistance
Resistance 1: Review SitesFilters (Google+, Yelp).
Bad design (Google+, CitySearch).
3 Forms of Resistance
Resistance 2: CustomersSome aren’t computer-savvy
Many are lazy
All are busy and distracted
3 Forms of Resistance
3 Forms of Resistance
Resistance 3: YouMight be daunted / confused.
Might have had bad experiences.
Definitely pressed for time.
It’s so easy not to bother.
How to get reviews?TAKE THE PATH(S) OF LEAST RESISTANCE.
Avoiding Resistance – and Getting Reviews
From Review SitesDon’t ask people who don’t use Yelp to
review you on Yelp.
Don’t ask people who don’t like Google
Plus to review you on Google Plus.
Avoiding Resistance – and Getting Reviews
Avoiding Resistance – and Getting Reviews
From CustomersDon’t make them think. Offer guidance.
Don’t make them remember. Remind.
Encourage them to use sites they like.
Say which ones accept Facebook login.
Avoiding Resistance – and Getting Reviews
Good review sites – and which ones accept other logins Yelp
Google+
InsiderPages
CitySearch
Yahoo
YellowPages
Angie’s List
Industry-specific: Avvo, HealthGrades, TripAdvisor…
Avoiding Resistance – and Getting Reviews
From YouAim low.
Don’t put it off. Make it a routine to ask.
Ask casually, as a favor to you. No
pitching!
Give yourself time. Lots of time.
Thanks!Phil Rozek | @PhilRozek | LocalVisibilitySystem.com
Section 4
Review tools
‘Reviews & Reputation Management’
Myles AndersonBrightLocal.com
Overview of Review tools
Work out what you want!Get more reviews online
Drive offline customers to leave reviews
Track reviews & get alerts
Track social mentions
Vendasta
Enterprise reputation trackingComprehensive feature setReviews, social, sentiment analysisDesigned for resellers (into SMBs)
x Complex & very involved productx Expensive product
$60-$300 per month
ReviewPush
Simple & focused solutionGood single & multi-location featuresDaily email alertsReview request tool/page
x Manual set-up – lag time to reportsx Basic report visualization x Just tracks reviews – not social
$29/month
ReviewTrackers
Monitors 50+ general sites & key verticalsReview request engineSingle location & multi location reportsAgency option - white-label dashboardFree Trial for 1 location
x Just tracks reviews – not social
$27/month
ReviewsInc
Monitors over 150 review sitesCollects & publishes reviewsFeed of reviews onto your siteWhite-label platform - reseller options
x Has a set-up fee - $99-$199x Just tracks reviews – not social
$49/month
Grade.us
Simple & focused solutionFocused on getting more reviewsReview request page & funnelWhite-label landing pagesFree option (basic)
x Review monitoring costs extra ($10mo)x Just tracks reviews – not social
$19 or $59/month
ReviewBiz(from BrightLocal)
Badge for your websiteDirects customers to profilesQuick & easy set-upWhite-label badges
Bundled with package
ReviewFlow(from BrightLocal)
Simple, clean solutionTracks main review sitesEmail alertsPulls in review contentClean, simple chartsWhite-label reports
$5/month
Launches O
ct 2013
Get5Stars $29.95/month
Service Main Feature Cost/month Free Trial
Review tracking $5 Yes
Get more reviews $29.95 Yes
Review tracking $27 Yes
Get more reviews $19 or 59 Yes (basic)
Review tracking $49 No
Track Reputation $60 No
Review tracking $29 Yes
InsideLocal: upcoming webinars
Google+ Local Advanced Troubleshooting– October/November – date tbc– Linda Buquet + 2 more
Optimization for Service Area businesses– November – date tbc
Mobile marketing for Local Businesses– December – date tbc
Local Ranking Factors Debate – Panel Event– December – date tbc
Keep track here…
www.brightlocal.com/insidelocal
www.localsearchforum.com/insidelocal-webinars
That’s all folks!