Navigating Online Review Sites 02.09.12
-
Upload
451-marketing -
Category
Business
-
view
390 -
download
1
description
Transcript of Navigating Online Review Sites 02.09.12
![Page 1: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/1.jpg)
Navigating Online Review Sites
![Page 2: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/2.jpg)
Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
![Page 3: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/3.jpg)
Wait, you’re a search marketing guy…why are you talking to us
about review sites?
![Page 4: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/4.jpg)
Review Sites Dominate Search Results
Restaurant Website
![Page 5: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/5.jpg)
Keyword and Linking Opportunities
![Page 6: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/6.jpg)
Why are Review Sites Important to Me?
![Page 7: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/7.jpg)
Reviews on a site can boost conversion
+20%
46% feel they can be brutally honest on the Internet
Traffic to top review sites grew on average
158% last year
7 in 10 who read reviews share them
with friends, family, colleagues
(Compete, 2011; Harris Poll, 2010; Deloitte & Touche, 2010; Bazaarvoice, 2010)
![Page 8: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/8.jpg)
70% now consult reviews or
ratings before purchasing
Consumers are 50% more likely to use a
local business after a positive review
(BusinessWeek, 2011)
![Page 9: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/9.jpg)
14%
of people trust peer recommendations
Only trust advertisements (Qualmann, Socialnomics, 2010)
![Page 10: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/10.jpg)
The Major US Review Sites
![Page 11: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/11.jpg)
250,000 new claimants a month
![Page 12: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/12.jpg)
![Page 13: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/13.jpg)
>61 million unique monthly visitors
1/3 of all Yelp.com searches from mobile
Every other second, directions/call from Yelp app
(Yelp, 2011)
22 million reviews
![Page 14: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/14.jpg)
Quantcast 2011
Not just restaurants!
Changing demographics
![Page 16: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/16.jpg)
4 million unique monthly visitors
15 million reviewers
![Page 17: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/17.jpg)
1.4 million unique monthly visitors
![Page 18: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/18.jpg)
Claim and Build Listings
![Page 19: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/19.jpg)
Claim
![Page 20: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/20.jpg)
Claim
google.com/places
![Page 21: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/21.jpg)
Claim
![Page 22: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/22.jpg)
Fill Out Completely
![Page 23: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/23.jpg)
Use Keywords!
![Page 24: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/24.jpg)
Be Consistent
![Page 25: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/25.jpg)
Monitor Your Listings
![Page 26: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/26.jpg)
![Page 27: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/27.jpg)
Take an Active Role
![Page 28: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/28.jpg)
Don’t forget
• Your reviewers are your paying customers
• Your reviewers are human beings with
(sometimes unpredictable) feelings
• Your reviewers are vocal and opinionated
(otherwise they would not be writing
reviews!)
![Page 29: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/29.jpg)
Responding to a Positive Review
![Page 30: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/30.jpg)
• Take a deep breath
• Acknowledge: thank you for the business
and the feedback
• Act: If you can, be specific about the
customer's experience and any changes
you may have made as a result; this could
go very far in earning trust.
• Take the conversation offline
Responding to a Negative Review
![Page 31: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/31.jpg)
(Yelp, 08/11)
Review Distribution
![Page 32: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/32.jpg)
Use Feedback
to Improve Your Brand
![Page 33: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/33.jpg)
Advertise
![Page 34: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/34.jpg)
Remind Customers of
Your Online Presence -
Offline
![Page 35: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/35.jpg)
![Page 36: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/36.jpg)
Review Site Deals and Promotions
![Page 37: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/37.jpg)
Take-Aways • Presence on review sites is essential
• List, claim, build
• Complete profiles as much as possible
• Use your keywords
• Monitor profiles
• Be active on sites when necessary
• DON’T solicit reviews
• Think before you respond
• Use them as a tool for improvement
• Make your presence known
![Page 38: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/38.jpg)
• Founded in 2004
• Based in Boston
• 25 Communications Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011
About 451 Marketing
![Page 39: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/39.jpg)
![Page 40: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/40.jpg)
We specialize in:
• Search Engine Optimization (SEO)
• Paid Search and Pay-Per-Click Advertising
• Paid Media Management
• Traditional and Digital Public Relations
• Targeted Press Releases
• Content Creation
• Social Media Marketing
• Social Media Strategy Development/Training
• Web Design and Implementation
• Brand Development
![Page 41: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/41.jpg)
Francis Skipper Director of Search Marketing
415.542.6250
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
![Page 42: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/42.jpg)
Questions?
![Page 43: Navigating Online Review Sites 02.09.12](https://reader033.fdocuments.net/reader033/viewer/2022042814/55593b2fd8b42a4f3d8b4ddc/html5/thumbnails/43.jpg)
Navigating Online Review Sites