marketingbitz bootcamp phoenix: managing your online reputation (marketingbitz)

MANAGING YOURONLINE REPUTATION

Corey Dane – Associate Director of Business Outreach

Facts & Figures

59% areage 35 or over

74% havea College Degree

69% earn60k+ annually

Our Community:Yelpers are affluent, educated adults.

A look at the numbers.Traffic:

73 Millionmonthly visitors

via desktop

89 Millionmonthly visitors

via mobile

121 Milliontotal reviews

since inception

60% 440k 523k73%

App Activity:Mobile puts the power of Yelp in the palms on consumers.

23% 19% 13% 11% 9%

7% 6% 4% 4% 4%

Category Breakdown:Helping consumers find more than bodacious burgers.

…In a Nielsen study, we found that…

…and that…

biz.yelp.com:Own your online storefront.

Free Business Owners App:The power of Yelp for Business Owners in the palm of your hand.

…

SOURCE: Boston Consulting Group, 2013

$8000THE AVERAGE ANNUAL

INCREMENTAL REVENUE GENERATED BY A BUSINESSAFTER CLAIMING ITSYELP BUSINESS

PAGE

free

Needle Movers

Business who complete their profiles see, on average, 5X the customer leads each month.

STEP ONE:

COMPLETE YOUR PROFILE

A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos.

STEP TWO:

ADD UNLIMITED PHOTOS

Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours.

STEP THREE:

RESPOND TO REVIEWS

Yelp Business Page:Access via desktop and mobile.

biz.yelp.com

COMPLETE YOUR PROFILE

…

Business Information:Make sure all of your basic information is correct.

• CATEGORIES (add up to 3)

• ADDRESS, PHONE, WEBSITE & HOURS

• SPECIALTIES (1,500 characters)

• HISTORY (1,000 characters)

• MEET THE OWNER (1,000 characters)

• BIZ RECOMMENDATIONS (add up to 5)

…

…

…

biz.yelp.com

ADD UNLIMITED PHOTOS

…

A business with 1-5 reviews and at least 10 photos sees 200% more user views than a business with the same number of reviews and no photos.

STEP TWO:

ADD UNLIMITED PHOTOS

Business Information:Make sure all of your basic information is correct.

PHOTOS

biz.yelp.com

…

SECTIONS

01 Mission

02 CM Survey Responses

04 Next Steps

• UPLOAD UNLIMITED PHOTOS

• GO BEYOND LOGOS & STOREFRONT

• USE PHOTOS TO HELP TELL YOUR

STORY

• CAPTION PHOTOS

• FLAG INAPPROPRIATE PHOTOS

• UPDATE WHEN NECESSARY

…

01 Mission

02 CM Survey Responses

04 Next Steps

…

Consumers are 33% more likely to upgrade their negative review when a business owner or manager responds within 24 hours.

STEP THREE:

RESPOND TO REVIEWS

Business Owner’s Account:A wealth of tools to help you grow your business.

biz.yelp.com

…

PUBLIC COMMENTS & DIRECT MESSAGES

SHARE orFLAG

ADD/EDIT/REMOVE PUBLIC COMMENT orSEND PRIVATE MESSAGE

PUBLIC COMMENTS

biz.yelp.com

…

SECTIONS

01 Mission

02 CM Survey Responses

04 Next Steps

• APPEARS DIRECTLY BELOW REVIEW

• VISIBLE TO EVERYONE

• VERY TELLING

• BUILDS CONFIDENCE

• GREAT ADVERTISEMENT

• USE FOR 1, 2, 3, 4, 5 STAR REVIEWS

DIRECT MESSAGES

biz.yelp.com

…

SECTIONS

01 Mission

02 CM Survey Responses

04 Next Steps

• ADDRESS CONCERNS 1:1

• DETAILED CORRESPONDENCE

• ORGANIZED FOR REFERENCE

• OBTAIN VALUABLE FEEDBACK

• RESULTS DRIVEN

• BEST FOR 1 & 2 STAR REVIEWS

Negative Review?Stop, Drop & Roll.

Don't respond immediately: Waiting a moment or two can make all the difference in how your response is crafted and received.

STEP ONE:

STOP

Drop anything that might sound argumentative or defensive; this can make matters worse. Let a trusted co-worker or friend read through your response before posting.

STEP TWO:

DROP

In the end, you can’t please 100% of people, 100% of the time; issues will arise. Work to mend any valid concerns and roll with it knowing you did all you could.

STEP THREE:

ROLL

Takeaways