review management101
TRANSCRIPT
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