The SweetIQ step-by- step guide to managing your reviews, at scale

1. REVIEW MANAGEMENT 101
Your simple guide to building a review management strategy
$2Trillion
Negative reviews
aren’t all bad.
Nothing but 5
star reviews can
seem fabricated
and can put
consumers off, so
a mix of negative
and positive
reviews helps
build trust.
O2O 72%
WHAT KIND OF RESPONSE WORKS BEST
The only thing worse than getting a bad review is not responding to it
THE RIGHT RESPONSE MAKES A DIFFERENCE
Steak
M ash
for Table 3
Brands with multiple locations can positively impact their
business by developing a thoughtful and comprehensive
strategy for encouraging and managing reviews.
THE INFLUENCE OF REVIEWS AND RATINGS
YOUR STRATEGY IN 7 STEPS
Claim your spaces (Google, Bing, Facebook, Yelp, Foursquare)
Optimize those spaces with info, photos, videos
Track reviews in real time so you know when a new review goes up
Monitor all reviews, because if you’re in the dark, you’re dead
Encourage new reviews without being aggressive
Respond to negative reviews (and positive reviews as well)
Measure your results
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
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
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David Evans studied how restaurant owner’s responses to
negative Yelp reviews affect readers’ intention to visit.
After reading a negative review, and the owner’s
response, how likely are you to go to that restaurant?*
Typical, constructive
Yelp response
75% 87%
No response Combative response
TURN READERS INTO BUYERS
Aggressive Response
Less likley
to book
Appropriate Response
More likely
to book
Increase in
perception
ACTION
Tell them how
you’ll fix it
CARE
Show them you
empathize
PERSPECTIVE
Give them some
context
*Full plate signifies “Somewhat likely”; empty plate signifies “Not likely”; all numbers adjusted against the baseline for clarity
Up to 20% of online reviews
are fake or fraudulent
Flag them and alert
the site
Most sites will remove
fraudulent reviews
27% 49%
What about fake reviews?
CAP Response
Any response is better than no response
Don’t be defensive or aggressive
Be Human, be real, be consistent
A CAP response is best - in the order below:




The proper response can
turn a negative reivew
into a positive experience
C A P
TripAdvisor’s research highlights the value of the right response
Learn more about review management and local search strategies
SweetIQ increases our clients’ online findability to help them convert local searches
to in-store foot traffic. Our turnkey local marketing platform provides hard data and
Sources
at sweetiq.com
actionable insights that help drive sales for our clients.
http://marketingland.com/survey-customers-more-frustrated-by-how-long-it-takes-to-resolve-a-customer-
service-issue-than-the-resolution-38756
http://mashable.com/2013/09/02/yelp-reviews-infographic/
http://people.hbs.edu/mluca/FakeItTillYouMakeIt.pdf
http://www.marketingprofs.com/articles/2014/26323/how-to-make-a-negative-review-a-positive-experience
http://www.thinkwithgoogle.com/articles/how-advertisers-can-extend-their-relevance-with-search.
html
http://www.thinkwithgoogle.com/articles/how-digital-connects-shoppers-to-local-stores.html
http://www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-
search.html
http://www.tripadvisor.com/TripAdvisorInsights/n2428/how-add-management-responses-tripadvisor-
traveler-reviews
https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-
to-use-them#i.10lc19a199hemk
https://journals.lib.washington.edu/index.php/FPR/article/download/13907/11973
CREATED BY:
User reviews increase
Online to Offline
conversions
of buying decisions are
influenced by online reviews
and rankings
of consumer
spending is
influenced by O2O
70% 62%
87%
@mysweetiq
linkedin.com/company/sweet-iq
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