marketingbitz bootcamp phoenix: managing your online reputation (marketingbitz)
TRANSCRIPT
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MANAGING YOURONLINE REPUTATION
Corey Dane – Associate Director of Business Outreach
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Facts & Figures
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59% areage 35 or over
74% havea College Degree
69% earn60k+ annually
Our Community:Yelpers are affluent, educated adults.
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A look at the numbers.Traffic:
73 Millionmonthly visitors
via desktop
89 Millionmonthly visitors
via mobile
121 Milliontotal reviews
since inception
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60% 440k 523k73%
App Activity:Mobile puts the power of Yelp in the palms on consumers.
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23% 19% 13% 11% 9%
7% 6% 4% 4% 4%
Category Breakdown:Helping consumers find more than bodacious burgers.
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…In a Nielsen study, we found that…
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…and that…
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biz.yelp.com:Own your online storefront.
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Free Business Owners App:The power of Yelp for Business Owners in the palm of your hand.
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…
SOURCE: Boston Consulting Group, 2013
$8000THE AVERAGE ANNUAL
INCREMENTAL REVENUE GENERATED BY A BUSINESSAFTER CLAIMING ITSYELP BUSINESS
PAGE
free
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Needle Movers
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Business who complete their profiles see, on average, 5X the customer leads each month.
STEP ONE:
COMPLETE YOUR PROFILE
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A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos.
STEP TWO:
ADD UNLIMITED PHOTOS
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Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours.
STEP THREE:
RESPOND TO REVIEWS
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Yelp Business Page:Access via desktop and mobile.
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biz.yelp.com
COMPLETE YOUR PROFILE
…
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Business Information:Make sure all of your basic information is correct.
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• CATEGORIES (add up to 3)
• ADDRESS, PHONE, WEBSITE & HOURS
• SPECIALTIES (1,500 characters)
• HISTORY (1,000 characters)
• MEET THE OWNER (1,000 characters)
• BIZ RECOMMENDATIONS (add up to 5)
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biz.yelp.com
ADD UNLIMITED PHOTOS
…
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A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos.
STEP TWO:
ADD UNLIMITED PHOTOS
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Business Information:Make sure all of your basic information is correct.
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PHOTOS
biz.yelp.com
…
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SECTIONS
01 Mission
02 CM Survey Responses
04 Next Steps
• UPLOAD UNLIMITED PHOTOS
• GO BEYOND LOGOS & STOREFRONT
• USE PHOTOS TO HELP TELL YOUR
STORY
• CAPTION PHOTOS
• FLAG INAPPROPRIATE PHOTOS
• UPDATE WHEN NECESSARY
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…
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01 Mission
02 CM Survey Responses
04 Next Steps
…
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Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours.
STEP THREE:
RESPOND TO REVIEWS
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Business Owner’s Account:A wealth of tools to help you grow your business.
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biz.yelp.com
…
PUBLIC COMMENTS & DIRECT MESSAGES
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SHARE orFLAG
ADD/EDIT/REMOVE PUBLIC COMMENT orSEND PRIVATE MESSAGE
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PUBLIC COMMENTS
biz.yelp.com
…
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SECTIONS
01 Mission
02 CM Survey Responses
04 Next Steps
• APPEARS DIRECTLY BELOW REVIEW
• VISIBLE TO EVERYONE
• VERY TELLING
• BUILDS CONFIDENCE
• GREAT ADVERTISEMENT
• USE FOR 1, 2, 3, 4, 5 STAR REVIEWS
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DIRECT MESSAGES
biz.yelp.com
…
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SECTIONS
01 Mission
02 CM Survey Responses
04 Next Steps
• ADDRESS CONCERNS 1:1
• DETAILED CORRESPONDENCE
• ORGANIZED FOR REFERENCE
• OBTAIN VALUABLE FEEDBACK
• RESULTS DRIVEN
• BEST FOR 1 & 2 STAR REVIEWS
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Negative Review?Stop, Drop & Roll.
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Don't respond immediately: Waiting a moment or two can make all the difference in how your response is crafted and received.
STEP ONE:
STOP
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Drop anything that might sound argumentative or defensive; this can make matters worse. Let a trusted co-worker or friend read through your response before posting.
STEP TWO:
DROP
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In the end, you can’t please 100% of people, 100% of the time; issues will arise. Work to mend any valid concerns and roll with it knowing you did all you could.
STEP THREE:
ROLL
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Takeaways