Reputation management for small businesses
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The online presence of a business is becoming increasingly important. More and more people are turning to online reviews to make purchasing decisions. This deck outlines a handful of dos and don'ts within reputation management.
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Reputation management for small businesses
- 1. Are your online reviews helping or hurting your business?
- 2. Reviewer: “This was the worst hotel visit…” Response: “I don’t know what went wrong. Please contact us and we can provide you a gift certificate for your next stay.”
- 3. • Online reviews are the new word of mouth, but with a larger reach • Search result pages include online ratings and reviews • Build credibility with positive reviews • Positive reviews offset negative reviews • Provides insights for improving business
- 4. Quantity of regular reviews Average Star Ranking Credibility with pubs
- 7. 97%Say they read reviews about local businesses.–BIA Kelsey 90%Of consumers say positive reviews influenced their purchase decision.–Marketing Land
- 24. Cecilie Burleson – Digital Sales Manager – Kitsap Sun
Editor's Notes
- 57% of consumers were suspicious of companies with only positive reviews -Mintel Group Ltd. 2015 2011 study by Harvard Business School showed that adding one star to a Yelp rating can increase a restaurants business by 5-9% 92% of consumers trust online reviews as much as personal recommendations (Brightlocal, 2015) Vistaprint Digital Services commissioned a national survey of U.S. online consumers through Google Consumer Surveys to better understand the elements of small business’ online presences that most impact consumer interest. The survey was responded to by 2,000 people age 18+ at a 95% confidence level. The survey was weighted against the U.S. Census Bureau Current Population Survey for age, gender and region of the United States to be representative of the adult Internet population. The timeframe of the study was 03/29/2016 - 04/4/2016. The majority (51.8%) of respondents said that bad reviews would be the most likely reason to prevent them from shopping at a small business. 92.2% of respondents said they either always, often or sometimes do research online before visiting a small business – VistaPrint, May 2016
- Oftentimes that becomes a larger problem
- DO NOT - American Airlines – Auto Reply
- There are bots that detect fake reviews. Amazon has also filed lawsuits against fake reviewers. (some companies have been shut down)
- Cheerios - Oreos
- Offering a gift card or a hotel visit. You can take this offline. Business name encourages your result to show up with search engines
- Recalled 2.3 million vehicles – faulty accelerator pedals Interview on Digg (40 million UV) by Jim Lentz, President Many customers were reaching out with questions Answered questions from users Honest and straightforward 1.2 million views 3,200 questions
- Chevy San Francisco Giants World Series’ MVP Rikk Wilde (spokesman) “technology and stuff” New Marketing Slogan!
- Dell Hell – Customer Service
- Oreo’s during the superbowl blackout The @NRA_Rifleman Twitter account — which describes itself as "an official journal of the National Rifle Association — for example, started the day by tweeting "Good morning, shooters. Happy Friday. Weekend plans?“ Aurora Shooting
- Timely Fashion – JetBlue responds quickly to both positive and negative Your postings online will continue to live on. It’s okay to move them offlines HMV and their employee access
- Kitsap Sun Trackur Hootsuite Rankur Brandseye Mention