Surefire Social Client Webinar Series Presentation…

Leveraging the Power of Online Reviews for Maximum ROI

Presented by…Darryl ShrockVice President Client Services & Surefire Social Certified Coach Feb. 28, 2012

• the importance of online reviews • where you fi nd REVIEWS• Strategies to encourage customer

Feedback• How to Tackle negative reviews • Know what's being said • Approving reviews in Wordpress• Recap/Next Steps

The Agenda…

The Power of Today’s Consumer

• Online and more connected than ever before

• Embraces the “tell all” culture

• Influence others purchase decisions through experiences

• Trusts online reviews as much as personal recommendations

The World of Online Reviews

• New frontier in word-of-mouth marketing

• Important opportunity to establish brand

• Reviewer=brand ambassador • Content marketing tool• Powerful source of free

advertising• Businesses turn to online

reviews to grow clientele

A Marketing Asset for Local Businesses…

• Provides actionable intelligence• Insight into consumer experiences• Establishes trust• Customer service

• Improves SEO and visibility• New unique content• Improved rankings• Increases web traffic

• Legitimizes products & services• Instills consumer confidence• Drives sales

Understanding the importance of Online Reviews

• 70% of local consumers have used the internet to find a local business in the last 12 months 

• 67% of local consumers have consulted online customer reviews of local businesses

• 69% of local consumers trust online reviews as much as personal recommendations

Want Reviews? Ask for them!

Follow up at the end of the transactionEmailVideo Testimonial

In-Store Digital & Physical

Provide incentives Discounts, promotions Gift Cards

Business cardsInvoices & Stationery

Be Where Customers Leave Reviews…

Your Website Dedicated reviews page hReview format

Be Where Customers Leave Reviews…

Online Search Engines

Be Where Customers Leave Reviews…

Local directories

Be Where Customers Leave Reviews…

Social Sites

Sweeten the Deal for Positive Feedback…

Make it easy Instructions Provide a link to the review site

Try a link shortner: www.bit.ly.

Provide incentives Online review site coupons Giveaway or contest Gift Cards Discounts, promotions

Special incentives for repeat customers

When Someone Leaves a Positive Review

Having only positive reviews can be negative Balanced feedback

Search engine boost Aggregates all reviews Increases authority

Ultimate form of content marketing

Opportunity to say thank you Accountability for your business

When Someone Posts a Negative Review

Can be a positive But cannot be deleted

Respond quicklyHumility and GraceView as an opportunity

Engage unhappy customer Offer a real solution

Get more positive reviews to counter Overpower bad reviews

Know What is Being Said About Your Biz…

Monitor your reviewsLook at industry specific sites

(e.g Zagat’s for restaurants, Angie’s list for home services etc.)

Use Google Alerts – easy Example: “Darryl Shrock”“Kauai Roofing”

inurl:www.kauaiRoofing.com

Approving or Responding on Wordpress

Approving or Responding on Wordpress

In Summary

Encourage Reviews – very valuable DO IT!!!!

Monitor ReviewsRespond to both positive and negative

reviews