Date post: | 21-Mar-2017 |
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Marketing |
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Growing your business withgenuine feedback
Wayne Elliott
My talk today
• Why genuine reviews? Some stats to get us started
• How do you health check your business? Collecting your reviews
• Showcasing your trusted reviews – “stars are currency”
• Aid retention – reputation management (negative feedback)
• Case Study – The Gym Group
• Their voice: Their way – Consumer Generated Content (CGC)
• Taking advantage
• What to do tomorrow
Helping the world make better decisions…
Feefo is trusted by over 3,000 brands
and over 12 million consumers
Why genuinereviews?The value of collecting verified feedback
Why Brits need a way to give feedback…
of all consumers are influenced by customer reviews.
83%Why genuine reviews?
Best club ever!
Source: ChannelAdvisors Consumer Survey
of consumers expect to be able to feedback on their
experiences.
75%Why genuine reviews?
won’t book a hotel without reviews.
49%Why genuine reviews?
Source: StatisticBrain
Negatives aren’t negative
only 5% wouldn’t buy a product if
there was a negative review.
suspect censorship or fake reviews
when they don’t see bad scores.
79%trust feedback more when they
see good and bad scores.
95%of unhappy customers would
return if an issue was dealt with quickly.
Source: eTailing Group
Source: eConsultancy
Source: BrightLocal
Source: NARM
30%5%
Benefits to your business
17%boost to CTR on ads on average…
…builds trust and
reputation with consumers
and aids retention through
real member insight
…and increasing
traffic and conversions
by as much as 35% as
a result
Verified reviews contribute to
Seller Ratings (stars) in search
listings…
Source: Google Source: Google
Source: Kiss Metrics
How do you health check your business?
Smooth sailing, make it easy…
A simple request
• Collect regular feedback at
various stages – e.g. post
induction
• Customisable and personalised
invitations for customers to
leave feedback
Showcasing your trusted reviews
Online – website & social media
Via aggregated photos & videos
Add verified word of mouth to your
marketing campaigns
Marketing your reviews
Trusted ratings and
reviews, used in
marketing material
and on social
channels
Celebrate Success
• Celebrate team success
• Show off outstanding service
• Reward teams and individuals
Aid retention with real member insight
• Gain more feedback, more often
• Get insight at various stages
(joining, induction, leaving)
• Use reporting suite to spot trends on
positive and negative feedback
• Filter feedback across various aspects
of the business (service, facilities, staff)
• Manage negative feedback (trigger report)
Reputation management - Feedback• Identify it - it is out there (open
platforms)
• Take control of it to ensure
genuine reviews
• Proactively request it (invite)
• Ask the majority don’t wait for the
minority (invite vs open)
• Use it to identify and solve
operational and training issues
• Show it is being dealt with
Case Study: The Gym Group
Over 10,000 reviews in 12 months
• Display score on why join page
• Highlight overall and club score
• Have dedicated review page with
recent feedback
• Link to all feedback incl negative
• Use reporting suite to identify
issues to be dealt with
Their voice:Their wayThe voice of the customer, working for your business
The Evolution of Content
WikisQ and A sites Blogs
Video ReviewsCompetitions
Social Media
Photos
Forms of UGC
Benefits of UGC
UGC videos get
more views than brand owned content10xSource: TubularInsights
Case Study: Starbucks
Starbucks got 4000 entries in 3 weeks – what could you do as a business?
Convenienceis kingEngaging with mobile
customers on the move
Convenience is king
1/3of millennials agree that
smartphones will become their main purchasing tool
Source: PwC
The power of feedback
29%Of millennials age 18-24 cite reviews as one of their most important decision factors
How do you engage? Source: Barclays Feedback Economy Report
Taking advantageThe power of the play button
Grabbing attention
The attention span of humans
has fallen to 8 seconds since
the year 2000 (the rise of
mobile technology).
Source: Microsoft
Bring Reviews to Life!
90%of information transmitted to the brain is visual.
Source: 3M Corporation
Bring Reviews to Life!
visuals are processed 60,000x
faster in the brain than text.
Source: Business2Community.com
Benefits of Video
85%of customers are more likely to purchase after watching a video.
Source: Kissmetrics
Bring Reviews to Life!
increase in views on content that has relevant images.
94%Source: Kissmetrics
Take simple text reviews…
“amazing service…
nothing was too much trouble”
“best breakfast at a B&B
we’ve ever had.”
“stunning views of the Eiffel Tower
from our room...”
“comfortable flight –
easy, efficient check in.”
…and bring them to life!
Benefits of Video
video now appears in 70% of the top 100 search results listings
Benefits of Video
Videos are shared
1,200xmore than text and links combined
Source: Simply Measured
Red Bull space jump
Clever stunt!
• 52m live views
• $64.8m cost
• $100m + of exposure
Going viral…
Source: JukinVideo
Going viral…
Source: JukinVideo
Chewbacca Mom Candace Payne
• 136 million views in 3 days
• Sold out on Amazon, Walmart, Toys R Us and many more
• Now selling for $300 on Ebay!
Bring reviews to life!
Bring reviews to life!
Your members will get involved
Your members will get involved!
What to dotomorrow...
What to do tomorrow…
• Embrace the feedback, and use reviews to learn, growand improve your business
• Invite customers to leave uncensored, real reviews –the way they want to
Any
Wayne Elliott