Online Reviews: Human Brochure 101

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

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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

Monitor the web with Google Alerts

www.google.com/alerts

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

Online evaluation and tracking

http://analytics.google.com

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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