Five Stars Putting Online Reviews to Work for Your Business
Create positive visibility for your business with this essential roadmap Everyone now understands the importance of online reviews on sites such as Yelp. This unique book helps you influence the process and leverage the results to increase sales and revenue. Five Stars is the perfect guide to a time...
Uloženo v:
| Hlavní autoři: | , |
|---|---|
| Médium: | E-kniha Kniha |
| Jazyk: | angličtina |
| Vydáno: |
Somerset
John Wiley & Sons, Incorporated
2014
Sybex Wiley/Sybex |
| Vydání: | 1 |
| Témata: | |
| ISBN: | 9781118689448, 1118689445, 1118763211, 9781118763216, 9781118763353, 1118763351 |
| On-line přístup: | Získat plný text |
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Obsah:
- Intro -- Contents -- Introduction -- Chapter 1: You Are Here: Understanding Your Opportunity -- Online Reviews: An Important Marketing Channel -- Know Where You Fit In and How to Focus -- Brick and Mortar -- E-commerce Retailers -- Manufacturers, Brands, Software -- Destinations and Activities -- Service Providers -- Charities, Nonprofits, Civic and Community Organizations -- Chapter 2: The Online Reviews Landscape -- Types of Online Reviews -- Types of Review Sites, Platforms, and Services -- Review Sites -- Social Commerce/Product Review Platforms -- E-Commerce Merchant Review Collection Services -- Shopping Comparison Sites and Online Travel Agents -- Reputation Management Services -- Local Search -- Fake Reviews -- The Scale of Fake Reviews -- Love for Sale -- The Fight against Fake Reviews -- Chapter 3: Understanding Reviewers and Reviews -- Who Are the Reviewers? -- Reviewer Demographics -- Power Reviewers -- Paid or Fake Reviewers -- What Triggers a Review? -- Being Asked -- Social and Emotional Motivations -- Customer Experiences That Trigger Reviews -- Influencing Factors in Reviews -- Variety and Volume -- Reviewer Identity -- Freshness -- Chapter 4: Monitoring and Learning from Your Reviews -- Why Monitor Reviews? -- Review Monitoring for Best Results -- Review Monitoring Tools -- Learn from Your Reviews -- An Honest Assessment -- Taking Action -- Chapter 5: How to Get More Reviews -- Tools and Techniques for Getting New Reviews -- Cultivating a Word-of-Mouth Mentality -- Authenticity and Ethics -- Staying Outside the Spam Filter -- Staying on the Right Side of the Law -- Complying with Terms of Service -- Chapter 6: Review Venues: -- Yelp -- Claiming Your Listing -- Filtering and Reviewer Verification -- Troubleshooting and Support -- Options for Communicating with Reviewers -- Promotion and Advertising Opportunities
- Local Businesses: Find and Update Your Presence on Review Venues -- E-commerce Sites and Brands: Make the Most of Product Reviews -- All Businesses: Monitor Your Reviews -- All Businesses: Use Feedback to Improve -- All Businesses: Respond to Reviews -- All Businesses: Encourage New Reviews and Leverage the Ones You Have -- Power Moves for a Time-Strapped Small Business -- Reaching for the Stars -- Index
- Showing Off Your Reviews -- Monitor and Measure -- Google+ Local -- Sorting Out Google's Services -- Who Sees Google+ Local Listings? -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Troubleshooting and Support -- Ways to Increase Your Visibility -- Closing the Loop -- TripAdvisor -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Increasing Your Visibility -- Support -- Angie's List -- Claiming Your Listing -- Filtering and Reviewer Verification -- Communicating with Reviewers -- Increasing Your Visibility -- Troubleshooting and Support -- ResellerRatings -- Claiming Your Listing -- Gathering Reviews -- Managing Your Reviews -- Bazaarvoice -- Collecting and Displaying Customer Feedback -- SEO Factors -- Moderating and Responding -- Alerts and Intelligence -- Chapter 7: Navigating Negative Reviews -- Discouraging Negative Reviews -- Check In With Customers -- Provide Nonreview Paths for Common Complaints -- Set Realistic Expectations -- Broadcast Your Willingness to Listen and to Correct Issues -- Create a Process for Learning from Negative Feedback -- Responding to Negative Reviews -- Before You Respond -- Public and Private Responses -- Building Your Response -- Responding in Social Media -- Redress and Removal -- Why It's Not Easy to Sue Review Sites -- When Can a Review Be Removed? -- Chapter 8: Showing Off and Being Found -- Show Off Your Reviews -- Badges and Widgets -- Review Excerpts -- Visibility on E-commerce Sites -- Amplification in Social Media -- Testimonials and Case Studies -- Marketing Communications -- At Your Physical Location -- Improve Your Search Results -- Branded Search Results -- Rich Snippets -- AdWords Seller Rating Stars -- Product Reviews and SEO -- Chapter 9: Maintaining Your Momentum -- Developing Your Plan