threesides - human brochure 101 - online reviews
DESCRIPTION
Developing a structured approach to consolidating, growing and evaluating your businesses online review profile is a smart move for businesses. This session presented to the Human Brochure 101 group provided simple tips for structuring and supporting a best practice online reviews program.TRANSCRIPT
Online Reviews: Human Brochure 101
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We help these businesses with their online marketing:
Old Bus Depot MarketsNational Parks NSW - Whales
Retail 360Campus Living Villages
Yass Valley TourismSovereign Hill
DDCS family LawyersTrev’s café Dickson
(and more…)
Learning Outcomes
1. Develop channels to support and encourage open online feedback and reviews 2.Understand the digital do’s and don'ts of feedback.
Word of mouth or reviews?
Word of mouth = unstructured chatter or discussion
Reviews = structured and directed feedback, opinion or insight
This is really people based advertising
The basics you need to continue here:
1. A Good product
2. Something worth talking about
3. A willingness to be involved
4. Your best customer service smile
5. A little bit of time and a lot of patience.
Earning consumer trust
is the holy grail of a successful marketing
campaign
84% of global respondents (across 58 countries) said Word-of-mouth recommendations from friends and family, are still the most influential and the most trustworthy. – Nielsen Sep 2013
Nielsen Global Survey of Trust in Advertising 2013 - http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html
68% of people indicated that they trust consumer opinions posted online, which ranked third in 2013, (up 7 percentage points from 2007). – Nielsen Sep 2013
Nielsen Global Survey of Trust in Advertising 2013 - http://www.nielsen.com/us/en/newswire/2013/under-the-influence-consumer-trust-in-advertising.html
Reviews influence…
1. Potential buyers
2. The friends and family of past buyers
3. Search engines
4. Your brand
5. Other businesses opinion
DIGITAL TACTICS
Digital Tactics
WEBSITE & Content
LOCALListings + Content
Distribution
LINKSconnections
SEARCHSEO/SEM
SALES & Distribution
DIRECT marketing
SOCIAL Media
REVIEW Sites
ONLINE MARKETING PLAN+ TACTICS
Digital Footprint
Target market
Plan + Tactics
Budget
Reporting
DEVELOPING YOUR
REVIEWS PLAN
SUCCESS
1. Find it
2. Claim and
update it
3. Respond
to it
4. Track it5. Ask for it
6. Incentivise
and reward it
7. Evaluate it
7 Steps to ‘Online Review Success’
ConsolidateGrow
Start
Our case study
1. FIND IT
Find where people talk
Google Tools
1. Search - http://www.google.com.au/blogsearch
2. Analytics - http://www.google.com.au/analytics/
3. Webmaster Tools (backlinks) - https://www.google.com/webmasters/tools/home
4. Google Alerts - http://www.google.com.au/alerts
Search in the known hangouts
1. Trip advisor (Tourism / Hospitality)
2. Facebook places
3. Urban Spoon / Yelp
4. Riot Act
5. Directory sites – True Local / Start Local
6. Industry review sites (Restaurants)
Dig a bit further
7. Blogs
8. # Tags in Instagram and Twitter
9. Specialised Industry publications
(eg. Wedding Guides)
Google blog search
2. CLAIM AND UPDATE IT
Google Maps
https://www.google.com/local/business/add
Google +
https://plus.google.com/107732474173647565425/about
http://www.google.com.au/business/placesforbusiness
Facebook Place (or Page)
Urban Spoon
https://www.tripadvisor.com.au/Owners
Claim it (Steps)
1.Find the sites
2.Find the ‘claim button’
3.Register your details
4.Add the correct business details and photos
3. RESPOND TO IT
Should you respond to every review you get?
Respond to everything?
1. All ‘static reviews’ should be responded to
2. Respond quickly to customer posts – good or bad
3. Be factual and stay calm – Maybe do it tomorrow?
4. Accept you can’t keep everyone happy
5. Take major issues offline or into private space
6. Ask them to contact you to follow up further
7. Say thankyou and encourage positivity
Review Response ‘Do’’s
1. Negativity
2. Getting angry – being an A#*hole
3. Starting Arguments
4. Disclosing personal information of customers
5. Upselling
6. Slow responses
7. Talking about yourself
8. Inconsistency
9. Fake answers
Review Response ‘Don’ts’
Type of issue Response
Straight Problems –issue with your product or service and person has laid out exactly what went wrong.
Respond directly and quickly
Constructive Criticism - when the comment comes with a suggestion attached.
Respond and take on board
Merited Attack –Essentially, you or your company did something wrong, and someone is angry.
Respond , follow up, move offline if necessary
Trolling/Spam –no valid reason for being angry at you
Ignore, block, ban, report
Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/
Negative response options
You choose how you respond
http://www.tripadvisor.com.au/Hotel_Review-g255057-d287857-Reviews-Capital_Executive_Apartment_Hotel_Canberra-Canberra_Greater_Canberra_Australian_Capital.html
AVOID ONLINE ASTROTURFING
http://en.wikipedia.org/wiki/Astroturfing
Online reviews ACCC Guide for Business
http://www.accc.gov.au/publications/online-reviews-a-guide-for-business-review-platforms
4. TRACK IT
Track it
1. List the sites in a spreadsheet
- track number of reviews
- score
- sentiment
2. Add to your browser favourites
3. Activate email alerts from sites
4. Periodically check in on sites (eg. 1 hr per month)
5. ASK FOR IT
Ask for feedback
Pick your channel:
1. In person at the Point of Sale
2. At the register / in the store (flyer, sign)
3. Post purchase email
4. On social media
5. On your website (contact page /reviews page)
6. Feedback Survey
(Be mindful of Soliciting feedback T+C’s and ask for permission to selectively republish)
Website and email
http://www.lanternapartments.com.au/thredbo-info/reviews/
6. INCENTIVISE AND REWARD IT
Incentive guidelines
Incentives should only be offered in exchange for reviews of your business if:
1. Incentives are offered equally to consumers likely to be complimentary and consumers likely to be critical, and positive and negative reviews are treated the same
2. The reviewer is expressly told that the incentive is available whether the review is positive or negative
3. The incentive is prominently disclosed to users who rely on affected reviews
What’s your price?
What is your feedback worth?
Incentives and rewards
1. Delayed incentive (competition)
2. Repeat purchase (complete feedback for 10% off your next visit)
3. Free return offer (complete feedback and get something next time)
4. Pass it on offer
5. Value add at point of sale (what are your after dinner mints?)
Flint competition
7. EVALUATE IT
Get a handle on the numbers
1. Track feedback via channels (old vs new)
2. Qualitative and Quantitative
3. Track sentiment - is it changing
4. Track Referral traffic - analytics
5. Track rankings
SUCCESS
Our case study
1. Find it
2. Claim and
update it
3. Respond
to it
4. Track it
5. Ask for it
6. Incentivise and
reward it
7. Evaluate
it
7 Steps to ‘Online Review Success’
ConsolidateGrow
Stay In Touch
www. http://tourism.act.gov.au/ www.actdigitalenterprise.com.au
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