4. 4
• Order of operations
• Retention vs. Acquisition
• Most businesses have enough customers
in
their database already
• Automated vs. Manual
Communications 101
18. 18
Everyone is on email
Everyone has a cell
• 92% use email
• 94% of online adults (Radicati Group)
• To compare: 92% use search
19. 19
Everyone is on email
Everyone has a cell
• 85% have a cell phone
• 45% have a smart phone
• 66% 18-29 years old
• 68% > $75k annual
household income
• 25% have a tablet
20. 20
Email still growing
• 2.9 billion email accounts.
Projected to grow to 3.8
billion by 2014.
• 80% check personal email
at least once per day, still
increasing
21. 21
People prefer email and text
• 74% of people prefer
email for commercial
communication
• Over 30% of online
adults have opted into
commercial text and it
is growing
• >65 still opts in at over
20%
23. 23
Email is profitable
• DMA research puts the ROI of email
marketing in 2010 at US$42.08, almost
double that of search advertising and better
than any other direct marketing channel
30. Goal: Facebook Likes
• Include call-to-actions
For example: “Like this post if you’re excited
about…”
• Be topical: keep up with the times.
Examples include holidays, festivals, important
events.
• Share success
stories, achievements, awards, etc.
• Educate
30
43. 43
• Reviews
• Business Information
• Endorsements / Affiliations
• Web Presence
– Professional appearance
– Do you accept feedback?
– Are you easy to do business with?
• Social Media
• Links to your website
Online Reputation
45. 45
US Consumers
• of U.S. consumers trust advertising.
Only 8% trust what businesses say about
themselves.
• of U.S. consumers consulted
friends/family, professional reviews and
online reviews when looking to research a
product or service
Source: Alterian
6%
87%
46. 46
Trust
Source: Lightspeed Research, US
data
Base: All respondents
• Please rate how much trust you place in reviews
of products/services from each of these sources
47. 47
Service Response
Restaurant 79%
Hotels 87%
Travel 84%
Automotive 78%
Home 73%
Legal 79%
• 97% percent of those surveyed who said they made a purchase based on an
online review said they found the review to have been accurate.
• Review users also noted that reviews generated by fellow consumers had a
greater influence than those generated by professionals.
Percent of Review Viewers
Identifying Review as Having a
Significant Influence on their
Purchase
Source: ComScore & Kelsey
Group
Medical 76%
48. 48
Service Percent Increase
Restaurant 45%
Hotels 38%
Travel 22%
Legal 99%
“With such a large percentage of review users subsequently purchasing, it’s
vital that local service providers have a positive presence on these review
sites,” said Steve Marshall, research director for The Kelsey Group.
“This study underscores the importance of providing not just good, but excellent,
service if a business hopes to generate positive consumer reviews which will
result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.
Amount Consumers Willing to
Spend for 5-Star Service
Medical 26%
Source: ComScore & Kelsey
Group
55. 55
Signs of a Fake
Review
• New account / incomplete profile
• Only 1 review
• Same IP address
• Review spike
• Location
Important Note: Flags
good AND bad review
60. 60
•Determine if accurate (illegal, against TOS)
•Acknowledge and respond
– Apologize if necessary (“I’m sorry you had a bad
experience”)
– Turn a positive into a negative
– New potential customers can see how you respond to
negative feedback
•Don’t be defensive
•Be a real person
•Remember, some negative feedback
makes your good reviews more legitimate
Dealing with Negative Feedback