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Five stars : putting online reviews to work for your business /
This unique book helps you influence the process and leverage the results to increase sales and revenue. It is the perfect guide to a timely and crucial marketing tactic for today's savvy small business owners and marketers. Packed with tools, techniques, and great case studies, this practical...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Indianapolis :
Wiley,
[2014]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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 AgentsReputation 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 ResultsReview 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
- Showing Off Your ReviewsMonitor 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
- ResellerRatingsClaiming 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