Navigating Online Review Sites 3.29.12
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For many industries, online review sites have a huge effect on foot traffic, brand perception, and a company’s bottom line. In fact, a recent study by Business Week found that 70% of US consumers now consult review sites or ratings prior to making a purchase. In this hyper-competitive landscape, how can a brand approach review sites head-on to ensure that they are properly listed, optimized for search, and engaged with their audience? Citing industry trends, examples, and best practices, 451 Marketing Director of Search Marketing Francis Skipper will teach attendees how to make the most of these popular sites in this free workshop. Attendees will leave with an understanding of the ins and outs of online review sites and how they affect online reputation and search rankings.
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Navigating Online Review Sites 3.29.12
- 1. Navigating Online Review Sites
- 2. Francis Skipper Director of Search Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 3. Wait, you’re a search marketing guy…why are you talking to us about review sites?
- 4. Restaurant Website Review Sites Dominate Search Results
- 5. Keyword and Linking Opportunities
- 6. Why are Review Sites Important to Me?
- 7. 7 in 10 who read reviews share them Reviews on a site can boost conversion +20% Traffic to top review sites grew 158% last year (Compete, 2011; Harris Poll, 2010; Deloitte & Touche, 2010; Bazaarvoice, 2010)
- 8. 70% now consult reviews or ratings before purchasing Consumers are 50% more likely to use a local business after a positive review (BusinessWeek, 2011)
- 9. of people trust peer recommendations Only 14% trust advertisements (Qualmann, Socialnomics, 2010)
- 10. The Major US Review Sites
- 11. 250,000 new claimants a month
- 13. Every other second, directions/call from Yelp app >61 million unique monthly visitors 22 million reviews 1/3 of all Yelp.com searches from mobile (Yelp, 2011)
- 14. Not just restaurants! Changing demographics Quantcast 2011
- 15. >50 million unique monthly visitors 20 million members 60 million reviews
- 16. 4 million unique 15 million monthly visitors reviewers
- 17. 1.4 million unique monthly visitors
- 18. Claim and Build Listings
- 19. Claim
- 20. Claim google.com/places
- 21. Claim
- 23. Use Keywords!
- 24. Be Consistent
- 27. Take an Active Role
- 28. 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!)
- 29. Answering as a Real Person Thanks for the feedback! We’re glad you enjoyed your experience! -John T. Manager Makes Response More Sincere
- 30. Responding to a Positive Review
- 31. Responding to a Negative Review • 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
- 32. Review Distribution (Yelp, 08/11)
- 33. Use Feedback to Improve Your Brand
- 34. Advertise
- 35. Remind Customers of Your Online Presence - Offline
- 37. Review Site Deals and Promotions
- 38. What Makes Reviewed Sites Rise to the Top? MARCH 28
- 39. 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
- 40. About 451 Marketing • Founded in 2004 • Based in Boston • 30 Communications Professionals • Partners Nicholas Lowe, AJ Gerritson, and Tom Lee • Named a 2011 & 2012
- 42. 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
- 43. Francis Skipper Director of Search Marketing 415.542.6250 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 44. Questions?
- 45. Navigating Online Review Sites