4. Failed strategies of the past
• What can we learn from looking backward?
Four Best Practices that will motivate employees to be ACTIVE in the
review collection effort.
1. Strive for Stories!
2. Manage your OWN Brand - Keys to your meet the staff page
3. Put the ME in Team
4. Adopt the Lifecycle of Reviews
Parting Thoughts and Q&A
TODAY’S OBJECTIVES
8. • Inappropriate content: Don’t post reviews that contain or link to unlawful content, or content that violates our Google+
content policy. We may also remove reviews that include plagiarism or are copied from other sites.
• Advertising and spam: Don’t use reviews for advertising or post the same or similar reviews across multiple places, don’t
post fake reviews intended to boost or lower ratings, and don't include links to other websites. For certain
types of businesses that are prone to spam, we also reserve the right to prevent reviews from publicly appearing across
Google.
• Off-topic reviews: Reviews should describe your personal, first-hand experience with a specific place. Don’t post
reviews based on someone else’s experience, or that are not about the specific place you are reviewing.
Reviews are not a forum for personal rants or crusades. Don’t use reviews to report incorrect information about a place--use
the Report a problem link for that place instead.
• Conflict of interest: Reviews are only valuable when they are honest and unbiased. For instance, as a business
owner or employee you should not review your own business or current place of work. Don’t
offer money or product to others to write reviews for your business or write negative reviews about a competitor.
We also discourage specialized review stationsor kiosks set up at your place of business for the sole
purpose of soliciting reviews. As a reviewer, you should not accept money or product from a business to write a review about
them. Additionally, don’t feel compelled to review a certain way just because an employee of that business asked you to do
so. Finally, don’t post reviews on behalf of others or misrepresent your identity or affiliation with
the place you are reviewing.
12-12-12
Google Local Review Policies
9. What Have We Learned?
Customers CRAVE Real
Reviews!
11. July 7th, 2014 - BrightLocal releases 4th annual survey to
understand how online reviews influence the attitudes of
consumers toward local businesses and how they directly
influence the purchase of local business services.
Key Findings:
88% of consumers say they
trust online reviews as much
as personal
recommendations (vs. 79% in
2013)
85% read 10 or more reviews
Online Reviews Trump Personal
Recommendations
14. Begging for a “5 Star” Review is
a Failed Strategy
Never beg for a 5 star review…
…ask the customer for their story.
Best Practice #1: Strive for Stories
15. 5 words and 5 stars
will not sell or
service cars!
Best Practice #1: Strive for Stories
16. • Don’t say:
- “Would you please give me a review?”
• Say:
- “I’ve really enjoyed helping you find your new car.
Would you be willing to share your story with
others?”
- “Do you remember that website I shared with you
that featured all of my favorite customers? I’ve really
enjoyed doing business with you, would you be
willing to share your story on my site?”
Best Practice #1: Strive for Stories
17. • BIO: What makes you different? Why
do you do what you do?
• Current Content: New reviews every
day or two!
• Contact info: Ok, You’re awesome!
How do I find you?
• Great Headshot: If you look like a
felon, you won’t get a phone up!
• Video: No medium captures you
better
Best Practice #2: Manage Your
OWN Brand
22. In simplistic terms, it tells the individual to repeat what it just did to
get that reward again in the future. Remember Pavlov?
Dopamine is the
chemical responsible
for signaling feedback
for predicted
rewards.
The Science of Motivation
25. CA$H Behavior Modification
Easy/Low Effort
Quick Fix
Low Impact on Consumer Experience
Short Term Payoff
Requires Planning
Requires Intention
High Impact on Consumer Experience
Culture Change Agent
Review Collection Strategies
26. Read reviews in meetings: The Good, The Bad, and The Ugly!
Post reviews in the break room
Email to “all” to recognize excellence from GM or DP
Best review of the week rewards: no Lot Duty, eat first on Saturday
Best Practices for Employee
Recognition
28. The Signature line of your email should include a hyperlink to your reviews
• Not a request to write them
• Testimonial tab on your site is for marketing NOT solicitation
Reviews should be incorporated into your lead response
• Remember that the average consumer will do 24 points of research and
visit 1.2 dealerships – DIFFERENTIATE!
Reviews ARE Effective PERSONAL
Marketing
29. Avoid “showrooming” with reviews
• Never leave your customer unattended without your “Digital Brag Book"
Utilize “Google Me” Strategy
Get Creative
• QR Codes; Bitly links, Facebook posts from your personal account
Reviews ARE Effective Personal
Marketing
30.
31. Salesperson
leverages
reviews in the
sales process
Consumer
READS
Reviews
Consumer
chooses the
salesperson
because of their
reviews
Salesperson
provides an
excellent
consumer
experience
Salesperson asks
the consumer to
share THEIR
STORY
Best Practice #4: Adopt the Lifecycle
of Reviews
32. Consumers that view employee review pages of
Certified Dealers on DealerRater are 12 times more
likely to convert to a lead for the dealership
compared to consumers that did not visit
DealerRater
Employee Reviews = Consumer
Engagement
33. It is going to happen so be prepared
Remember your REAL audience when
you respond
Quit Apologizing!
• Thank them for their time to write the
review. An apology isn’t always required.
Don’t be so quick to dismiss it
• Investigate. Is there any truth to the
review? Would a reasonable person feel
this way?
• Remember that negative online reviews
represent lost opportunity.
Negative Review Responses
34. Strive for stories NOT stars!
• Change how you ask for this content; A story resonates more than a star count
Be your own Brand
• Teach individuals to be their own brand and embrace the competitiveness on your floor
and in your drive
Put the "ME" in team
• Stop the Spiffs with long term motivation and true culture change
Adopt the Lifecycle of Reviews
• Your next review opens the door to your next sale; don’t break the cycle by failing to ask
for a story
Revisit your negative Review Responses
• Respond to all negative reviews; Apologize when necessary
Key Takeaways
35. “The way to a good
reputation is to
endeavor to be what
you desire to appear.”
-Socrates
Key Takeaways
Quantity over Quality, Reviews Are only marketing,
Positive online reviews from happy customers are a powerful first step in establishing believability, credibility, and a sense of security for new customers.
But when most people talk about dopamine, particularly when they talk about motivation, addiction, attention, or lust, they are talking about increases of the chemical in a specific pathway buried deep in the middle of the brain. Increases in dopamine release in area occur in response to sex, drugs, and rock and roll.
Many people like to describe a spike in dopamine as “motivation” or “pleasure.” But that’s not quite it. Really, dopamine is signaling feedback for predicted rewards. If you, say, have learned to associate a cue (like a crack pipe) with a hit of crack, you will start getting increases in dopamine in the nucleus accumbens in response to the sight of the pipe, as your brain predicts the reward. But if you then don’t get your hit, well, then dopamine can decrease, and that’s not a good feeling. So you’d think that maybe dopamine predicts reward. But again, it gets more complex. For example, dopamine can increase in the nucleus accumbens in people with post-traumatic stress disorder when they are experiencing heightened vigilance and paranoia. So you might say, in this brain area at least, dopamine isn’t addiction or reward or fear. Instead, it’s what we call salience. Salience is more than attention: It’s a sign of something that needs to be paid attention to, something that stands out. This may be part of the mesolimbic role in attention deficit hyperactivity disorder and also a part of its role in addiction.
Reviews make great marketing material.
Reviews make great marketing material.
Reviews make great marketing material.
There is a cyclical nature to reviews. You can start anywhere in the cycle, but let’s start at leveraging the review
When you leverage your reviews [click] you market the content that consumers read. They [click] need this information to trust you enough to enter the purchase funnel and buy from you.
If you [click] provide the kind of experience they read about and [click] ask them for a review that you can leverage , you complete the lifecycle of reviews.
The review you ask for today WILL BE the review that sells you a car tomorrow.
This is Cody. At age 5, Cody was diagnosed with #leukemia. He told me that he will never forget how nice everyone was to him, especially the doctors. Cody is currently an undergrad at the University of #MountUnion