Reputation Management Seminar presented by BBB Cleveland

Yinglu (Elle) Wu
Assistant Professor of Marketing Boler
School of Business
John Carroll University
ONLINE CONSUMER REVIEWS & THE
IMPACTS ON BUSINESS

Online Review Platforms | E-commerce Sites
Why Should We Care
About Online
Consumer Reviews

Online Review Platforms | Review Sites

Online Review Platforms | Social Media Sites

Reviewed Item | Products | Services

Consumers Trust Online Reviews

Online Reviews Contain Consumer Insights
Netzer et al., 2012

Conversion
Rate
Sales
Sale Price
Online Reviews
Stock
Return
Ad CTR
Hiring
Outcome
Online Reviews
Affect Business
Outcomes

Neilsen, 2013 “The Reviews Are In: Yelp Users Are Four-Star Consumers”

How Do Online
Reviews Affect
Business? Volume
Valence
(Rating)
Variance
Text

Rating
Persuasion
Variance
Niche
Volume
Awareness
Popularity
Text
Sentiments Product
Attributes Purchase
Intention
…

• Goods vs. Services
• Utilitarian vs. Hedonic Products
• Common vs. Niche Products
• New vs. Mature Products
• Low vs. High Financial Risk Products
Product Characteristics
Rosario et al., 2017 – 96 studies You et
al., 2015 – 51 studies Floyd et al.,
2014 – 26studies

What impact a review’s persuasiveness?
• Review writer similarity
• Review writer trustworthiness
• Review helpfulness
• Review visibility
• Review content
• Negative reviews?
What Kinds of
Reviews Matters
More?

ReviewMeta, 2016 “Analysis of 7 million Amazon reviews: who receive free or discounted item much more likely to write positive review”
Review Manipulation Fake
Reviews

• Around 10.3% of the investigated
products are subject to online
review manipulation.
• Consumers are only able to detect
manipulation taking place through
ratings, but not through sentiments in
the written text.
Hu et al., 2012
ReviewMeta, 2017
Review Manipulation Fake
Reviews

Attention to
various eWOM
platforms
review sites, e-
commerce,
social media
How Should We
Manage Online
Reviews?Hotel Reviews by Different Consumer Segments
Business, Couple, Family, Solo, Other
Hotels.com
TripAdvisor
Moon & Kamakura, 2017

How Should We
Manage Online
Reviews?
Synergy with other
marketing efforts
online & offline
advertising, search
Engagement in the
eWOM
conversations
company
participation &
intervention

Yinglu (Elle) Wu
Assistant Professor of Marketing Boler
School of Business
John Carroll University
ywu@jcu.edu

How to Protect Your Business’s Online
Reputation & Remove Negative Content from
the Internet
February 7, 2018
By Aaron Minc

Your Online Reputation Matters
34
of consumers go online to do additional research about products
and services that have a moderate or high cost. (Cone)
of buyers trust online reviews as much as personal
recommendations. (BrightLocal)
of consumers have changed their minds about a recommended
purchase based exclusively on negative information (reports or
reviews) found online. (Cone)
The increase in revenue a company can experience by raising
its rating on Yelp by just one star. (Harvard Business School)
of companies will face a reputation crisis that will negatively affect
their share price between 20- 30% during the next five years.
(Oxford-Metrica)

The New Age of the Internet
• Consumer Complaint Websites
• Rating Websites
• Marital/Relationship Infidelity Websites
• Gossip mongering Websites and “Reality Blogs”
• User Submitted Picture and Video Sites
• Social Networking Sites
• Mug Shot Sites
35

The Problem
• Complaint websites are fraught with abuse and are often used to spread
false information and exploit unwary and innocent individuals and
businesses.
• Complaint websites wield a huge amount of power. Information published
will typically appear prominently on the first page of Google’s search
engine results.
• Once content is published, many websites have policies preventing its
removal by anyone, including the author, under any circumstances,
regardless of the veracity of the information or harm it may be causing.
• Sites will sometimes agree to remove information for a one-time or
monthly fee or will agree to removal if an expensive “arbitration” service is
used.
37

How We Got Here
Communications Decency Act – (“CDA”) 47 U.S.C. § 230:
– “Interactive” websites cannot be held legally responsible for content provided by a third party. “No provider or user of an
interactive computer service shall be treated as the publisher or speaker of any information provided by another
information content provider.” 47 U.S.C. § 230(c)(1).
– Websites are generally immune from claims of defamation, invasion of privacy, negligence, and other tort claims
associated with publication.
– The CDA applies to all websites equally, including Facebook, LinkedIn, Craigslist, Yelp, and Google.
Policy: Websites that allow third party content cannot possibly monitor the accuracy of the tremendous
volume of information users post. If held accountable, lawsuits would shut down websites and restrict
the free flow of information.
Users are responsible for what they post, websites are not.
38

How to Remove Online Content
• Webmaster Liability – Despite broad protection afforded by the
CDA to websites, the following are several notable exceptions that
provide for liability and can be used to compel a website to remove
content, even when provided by a third party:
– Intellectual Property Claims
– Criminal Law Violations
– Communication Privacy Laws
– Editing Content that Materially Alters its Meaning
– Promissory Estoppel
– Encouragement to Post Content
• Author Liability and Removal
• Voluntary Removal by Websites – TOS Violations
39

Court Ordered Search Engine Removal
• Many websites and hosts have policies that they will voluntarily remove content from it’s source if
given a valid court order that requires removal.
• If information on a website is defamatory and the author is unable and the website is unwilling to
voluntarily remove the content, a party can obtain a court order to remove specific website URLs
from search engines such as Google, Bing, and Yahoo.
• Here is how it works:
1) The defamed party must sue the author of the content.
2) If the identity of an author is unknown a “John Doe” action must be filed and the identity must first
be ascertained.
3) Once a court order is obtained, it can be presented to search engines, which will voluntarily remove
the URL in question from its search indices.
• Although the content remains online, once removed from search engine results it is essentially gone
for practical purposes.
40

Online Reputation Management Myths
1. It is impossible to remove content from the Internet.
2. Responding directly to negative online content is a good idea.
3. If damaging content isn’t on the first page of Google it won’t affect
my company’s reputation.
4. I don’t have any online presence, I have nothing to worry about.
5. Aggressive legal action should be avoided.
41

• Be Proactive About Creating An Online Presence and Promoting
Content Online Through Multiple Websites, Publications, and
Forums.
• Take Ownership of Online Social Media Profiles, EMD’s (Exact
Match Domains) and Directory Websites. (Yext)
• Regularly Solicit Private Feedback from Customers and Positive
Online Reviews. (Review Inc.)
• Monitor You Online Reputation on a Weekly/Monthly Basis,
Including Web and Social Media Profiles.
• Respond and Take Immediate Action When Issues Arise.
42
How to Protect Your Online Reputation

HOWTOGETQUALIFIEDREVIEWS
and why they matter…
CHRISTIAN KLEIN
CEO, COMPANY119

★
★
★
★
★
Word of Mouth Advertising is Changing
Quality Control
Validation
Local SearchRankings
Credibility
WHY

SERVE YOUR
CUSTOMERS AND
FIND AMBASSADORS.
PRINCIPLE

I CAN’T HELP YOU.
IF YOUR BUSINESS SUCKS

JACK
Good Kid, Bad Rep
WILL
Hidden Gem
ANNA
Proactive One

The Proactive One
● Has a couplereviews
● Not sure how to increase
● Not sure where to focus
● Wants more reviews than her
competitors

WORD OF MOUTH
IS CHANGING.
PRINCIPLE

82
OF CONSUMERS CONDUCT ONLINE RESEARCH
PRIOR TO MAKING A PURCHASE
http://www.forbes.com/sites/forbespr/2016/05/25/customers-like-to-research-online-but-make-big-purchases-in-stores-says-new-retailer-study/

THE IMPORTANCE OF ONLINE REVIEWS
● 88 of consumers trust online reviews as much as a personal
recommendation.
● 72 of consumers will take action after reading a
positive review.
● 85 of consumers will read up to 10 reviews
before feeling they can trust a business.
https://www.brightlocal.com/learn/local-consumer-review-survey-
2014/

CLAIM YOUR LOCATIONS
★ Register your Google My Business location
★ Use a multi-site registration tool (Moz Local, Yext)
★ Conduct an audit & address any outstanding reviews
★ Optimize your profiles... starting with Google, BBB,
Facebook & Yelp

The Hidden Gem
● 99% of CustomersAre Happy
● Customers Tell Others - Offline
● Has NoTime

TO GET REVIEWS
YOU HAVE TO ASK.
PRINCIPLE

HOW SHOULD I ASK
FOR REVIEWS?
● Ask in-person, before customers leave your shop.
● Use social and email to encourage reviews from advocates.
● Request reviews when doing follow-up phone calls.
● Print your Google Review address on pamphlets and invoices.
● Use an automated system with multiple touch points.

HOW NOT TO ASK
FOR REVIEWS
● DON’T review your own business.
● DON’T ask employees, friends or family for reviews.
● DON’T try to outsmart Google - no fake reviews.
● DON’T pay for reviews.

Good Kid, Bad Rep
● Good business // bad reviews
● Bad ones keep coming to the top
● 127,498ish calls to Yelp

BUSINESSESWITH 1 OR 2 STARS
FAIL TO CONVERT 90% OF PROSPECTIVE CUSTOMERS
86
https://www.edelman.com/research

PROSPECTIVE EMPLOYEESWOULD
TURN DOWN AJOB DUE TO BAD REVIEWS.
69
http://pdfserver.amlaw.com/cc/COMMITForumPowerpointdocumentSeptember232013Final.pdf

ADDRESSINGTHENEGATIVES
★ Respond Quickly
★ Be Personable
★ If You Made Mistakes, Admit It and Make Restitution
★ Ask Loyal Customers for their Experiences
★ Take it Offline

★ Important for some industries over
others
★ Difficult system to understand
★ Reviews that show are usually from
individuals who have reviewed
multiple businesses.

YOUR TO DO LIST
★ Know what’s out there - claim local
search profiles.

YOUR TO DO LIST
★ Claim Local Profiles - BBB, Moz Local, Yext
★ Build a Trustworthy System

MAXFEEDBACK
MAXFEEDBACK.COM/BBB

YOUR TO DO LIST
★ Claim Local Profiles - BBB, Moz Local, Yext
★ Build a Trustworthy System
★ Use Multiple Methods of Communication
★ Address Negative Reviews
★ Do great work

QUESTIONS?
(440) 565-5655
www.company119.com

Crisis Communications
& Social Media
Better Business Bureau
Build and Protect Your Online Credibility

77
Copyright 2016 Hennes Communications@crisiscomm crisiscomm
Anatomy of a PR Nightmare

78
When Twitter Attacks
> #boycottKomen
> #shameonyou
> #corruptcharity
> #RaceForTheCrazy

79
Active shooters
Criminal accusations
Data loss
Discrimination complaints
Embezzlement
Fiscal mismanagement
Food poisonings
Hacker attacks
Hazing complaints
Inappropriate social media posts
What You Might Face
Lawsuits
Legal malpractice
OSHA citations
Outraged parents
Protests
Reputational threats
Sexual misconduct
Structural failures
Thefts
Union grievances

81
“When written in Chinese, the word crisis is
composed of two characters: one represents danger
and the other represents opportunity.”
---- John F. Kennedy

82
> When social media lights up.
> When traditional media turns
the cameras on you.
> Who we are.
> What we do.

83
Copyright 2016 Hennes Communications@crisiscomm crisiscomm8
3
@crisiscomm
Legal controversies today are tried in the
Court of Public Opinion – as often as in
the Court of Law.

84
The Damage Control Playbook
Rule #1: Tell the truth
Rule #2: Tell it first
Rule #3: Tell it all
Rule #4: Tell it fast
Rule #5: Tell it to the people who matter most

85
What you mean, what it says
>Let’s eat, Grandma.
>Let’s eat Grandma
85

86
The Three Vs
Villain
Victim
Vindicator

87
No Comment = Guilty

88
Why Social Media Matters
• Because that’s where the news is.

89
Why Social Media Matters During A Crisis
> Because that’s where the newsmakers are.

90
> 310 million monthly active users
> 500 million tweets per day – 6,000 per second.
> 6-in-10 Twitter users get news there. (Pew – 2016)
> 54 percent of Twitter news consumers went there looking for it (highest of popular
social media; FB only 38 percent)
> Journalists make up 24.6 percent of verified accounts.
> 60% of consumers expect brands to respond to a Twitter query within the hour.

91
> Largest social network
> 1.13 billion daily active users worldwide, including 67 percent of U.S. adults
> Two-thirds of users get news on the site (Pew – 2016)
> How we tell friends about stuff: 81 percent of all content shared in U.S. is shared on
Facebook.
> Great for distributing & receiving info during a crisis - if your following is
established.

92
Before the Crisis: Be Social
• Know where your audience lives
• Secure your accounts
• Establish terms of use
• Establish social media guidelines
• Build a following, promote interaction
• Post a variety of content regularly

93
Evaluating the Social Media Threat
• Where did the threat originate?
• Who’s the source?
• Is it catching fire online?
• Are conventional media involved?

94

95

96

97
Winning on Social Media: Approach
• Transparency
• Responsiveness
• Speed - Beware “confirmation bias”
• Words + Action
• Professional – and human

98
A Crisis In The Making

99
A Crisis Averted

100
Response Decision Tool
SCENARIOS
1. Should you
respond
proactively?
1. Should you
respond
reactively?
1. Should you redirect
the conversation?
1. Should you respond
personally?
DECISION-MAKING CRITERIA
You want to reinforce the
company’s purpose and
values
You want to
communicate
“just the facts”
You want to redirect the conversation to
the entity most responsible for information
on a breaking issue (e.g. first responders,
police)
You want to respond
personally, supporting
company messages
You want to correct
misinformation or
disinformation
You want to
correct
misinformation or
disinformation
While specific posts do not call out or tag
your company name, they require factual
clarification about one of your products
Personal social media
connections, friends and or
community partners expect
the family to respond on an
issue
You want to respond in
tandem with a partner,
supplier, vendor, etc.
You want to
make sure
controversial
posts “do no
harm” to the
company brand
You want to redirect the conversation to
an issue that is positive, unifying and
beyond reproach, but an issue that
everyone agrees on (e.g. success,
fulfillment, wellness)
You want to respond
personally, though the
company has elected not to
respond
You want to advance a
cause (e.g. a cause
consistent with your
company’s values)
You are tagged in social
media posts and want to
respond.

101
Winning on Social Media: Action Steps
• Monitor and be prepared to respond
• Don’t let mistakes live on
• Don’t arm wrestle with trolls
• Pause before hitting “delete”
• Go offline to get back on track
• Know who’s running the site
• Remember your audience

Crisis Management Today Newsletter
Twice a month, best practices for
crisis communicators.
For a free subscription, send your email address to
hennes@crisiscommunications.com

Hennes Communications
@crisiscomm
&
Social Media
Hennes Communications Crisis & Reputation Today Newsletter
Twice a month, best practices for attorneys, bar executives & other crisis communicators.
For a gratis subscription, send your email address to hennes@crisiscommunications.com
Follow us on Twitter @crisiscomm and on
Facebook at CrisisComm
Presented by Thom Fladung
Litigation Communications Support
Reputation Management

Reputation Management Seminar presented by BBB Cleveland

Reputation Management Seminar presented by BBB Cleveland

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