With the proliferation of popular review sites, more consumers than ever are getting their recommendations online. A Harvard Business School study recently found that an increase of just one star in a business’s rating can boost its revenue anywhere from 5-9%, further proving the need for diligence in this area. Takeaways: -Identifying your advocates and get more positive reviews -How to solve problems before they get posted online -Best practices for responding to negative reviews

1. 10 Steps to Get Started with
Reputation Management Today
For personal and business brands!

2. Jordan Garner
Director, Marketing

3. Jennifer Hayward
Content Marketing Manager

4. Who the fudge is Trustpilot?
Online community & business solution connecting
consumers & businesses via reviews
140,000 reviewed websites
26,000 websites get new reviews/month
22 million online reviews
700,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion impressions/month

5. Why the fudge does Trustpilot exist?
For Businesses:For Consumers:
Open online review community to read, write,
and engage with authentic reviews to provide
trustworthy customer experience information
and make better buying decisions.
Solution to implement an automated review
collection strategy, moderate and engage with
reviews, and leverage reviews to accelerate
business improvement and growth.

6. Retail Services Finance

7. What’s the deal with Signpost?
TrustPilot = Establishes customer trust and credibility
Signpost = Drives deeper relationships.
Builds
Profiles
Drives
Results
Develops
Insights

8. Reputation
Management

9. People
Businesses
Campaigns
anyone that’s trying to woo someone

10. Positive rep?
keep it positive & focused on stuff important to you

11. Negative rep?
stop the bleeding & replace the negative with positive

12. No rep at all?
build positive web presence to get credibility & trust

13. 1.Evaluate 2.Execute 3.Iterate
10 tips for a flawless rep management strategy

14. Evaluation
who’s SAYING what & where
who’s SEEING what & where

15. Survey the landscape
what’s already out there about your brand??
search engines
paid & organic search
local & global search
social media
where are people talking about your brand
any other social/forum/review communities?

16. Understand prospect behavior
what are people searching for during conversion??
internal analytics tools
popular channels/referring sites
multi-conversion funnels
external analytics tools
Google Trend
ask people how they found out about you

17. Evaluate existing rep sources
what’s up with my current reputation sources??
where does it show up?
search, social, etc.
is it positive, negative, or neutral?
what level of control do I have over this content?
full control, influence, or no control
is this listing temporarily popular or long-term?

18. Actively listen & re-evaluate
what/where are on-going conversations about my brand??
subscribe to alerts
brand, variations, popular products, etc.
use free listening tools
coverage areas are different, so use several
keep checking referral traffic sources
capture change in primary sources
capture new ones

19. Execution
start conversations people care about with the people YOU care about
encourage healthy exchange, NOT one-sided misrepresentations

20. Claim all free profiles
what are relevant profiles I can claim & customize??
prioritize large, authoritative domains first
Alexa ranking, Page Rank, authority, etc.
customize any content you can control
stay in line with brand voice & guidelines
proactively run campaigns to drive content
EX: YouTube, LinkedIn, Facebook, Twitter, Trustpilot, Quora

21. Promote positive rep sources
how can I make sure people are finding the good stuff??
positive assets are as important as your website
link to them on your site & blog
promote them in PR & advertising
give them on-going design/content love
drive content to them
internal content
customer-generated content

22. Keep asking for feedback
how can I proactively ask every customer for feedback??
ask every customer for a review & make it easy
make it fit well in the customer journey
choose 1 or a few feedback destinations that:
> give you a forum to respond
> are open communities, so they’re findable
> encourage credibility/trust
> show positive & negative reviews
> make leaving a review simple

23. Respond to feedback
how can I show people I listen, care, & fix things??
> positive feedback:
show you care & encourage return business
ask for referrals/advocacy
> negative feedback:
apologize & indicate a private follow-up
actually resolve issues
encourage them to update feedback
TIP: Keep responses unique, personal, friendly, & full of personality!

24. Avoid exploitive properties!
how can I replace negativity with positive sources??
never ever EVER engage with the bad guys
overwhelm them with positive assets
steal their visibility with your focus sources
do NOT build content with them
= this will help them rank better
do NOT pay them $$
= they will always come back for more

25. Create & market FAB content
how can I start conversations about important stuff??
more cool content = the bad stuff matters less
LISTEN to your customers
what do they even care about?
what do they want your help with?
make compelling content
experiment with mediums/topics
measure success with KPIs & improve

26. ITERATION
measure, analyze, learn, improve
don’t EVER stop

27. Rep Mgt EXTREME
build deeper relationships!!!

28. 28
● 80% of your future profits will
come from 20% of your
customers
● Increasing retention rates by 5%
can increase profits up to 95%
● A new customer converts at 5-
10%, but a repeat at 60-70%
● Repeat customers spend 33%
more than new customers
RELATIONSHIP STRATEGIES
Key to Revenue

29. FIRST CAPTURE DATA

30. The only way to maintain relationships!
Here’s How
● Website: Your website should have
forms!
● Listings: Make it as easy as possible
for your customers to find your listings.
Develop your TrustPilot profile!
● In-store: Display signs in-store
● Automated CRM: Pulls in contacts and
creates a perfect customer record
Capture Data!
30

31. THEN COLLECT
FEEDBACK

32. The Key: Request Feedback
Advocates
● Reviews
● Referrals
● Loyalty
Detractors
● Intercept Feedbac
How likely are you to recommend my business to a friend?
YES NO

33. CRITICAL: INTERCEPT
NEGATIVE REVIEWS

34. Here’s Why
● 42% of customers are more likely to
share bad experiences than positive
● HBS found that an increase in rating
of just one star can increase a
company’s revenues anywhere from
5-9%
● Provides an opportunity to win back
customers you would’ve lost
otherwise
● Signpost does this automatically
Negative Reviews Hurt Business
34

35. START DRIVING MORE
POSITIVE REVIEWS

36. 36
5-Star Reviews Drive Revenue
● 70% of customers read testimonials
before making a purchasing decision
● 92% have more confidence in info found
online than from a salesperson
● 88% of customers trust reviews as much
as personal recommendations
● 72% of consumers say positive reviews
make them trust businesses more
● Helps identify those who have had
positive experiences, so that you can
target them for referral and loyalty offers,
or request a testimonial for your
site/marketing materials.

37. SUCCESS

38. Questions?
@Trustpilot
@jordanroseg
jga@trustpilot.com
@signpost
@hayward_jenny
jhayward@signpost.com