The Latest Statistics Demonstrate the Power and Influence of Online Reviews

laptop-open-with-livestreaming-interview-What are the biggest discoveries from recent research in online reviews?

In an interview with Megan Wenzl, senior editor for ReviewTrackers, and 100Reviews’ own Ben Martin, #ReviewChat host KiKi L’Italien uncovered some important trends for any savvy business owner or digital strategist based off of the research published by Review Trackers.

Here are just a few of the big findings:

  • 6 in 10 consumers now look to Google for reviews.
  • Customers don’t trust businesses with lower than 4-star ratings. 80 percent of consumers say the star ratings they trust the most are 4.0, 4.5, and 5 stars.
  • Consumers expect brands to respond to reviews—and are most often disappointed. 53 percent of customers expect businesses to respond to negative reviews within a week. But 63 percent say that a business has never responded to their review.

Whether it’s product reviews and ratings on comparison shopping sites or shared comments on social channels, today’s consumers care a lot about the experience other people have had with a brand’s products or services before making a big purchase decision. 

Hear more from the interview itself in the video player below!

 

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Resource:
2018 ReviewTrackers Online Reviews Survey: Statistics and Trends, http://bit.ly/reviewtrackers-2018-stats 

Transcript from #ReviewChat

[Note: This transcript comes from an automated transcription service, so the results are mixed (and sometimes hilarious). Please enjoy.]

Welcome to Review Chat. This is a monthly discussion about the business marketing ethics and science behind the online customer reviews or OCR. We get technical here. I’m the host of review chat Italian and for this show, we’re talking about the latest research on online reviews.

[00:01:23] The 2018 Review Trackers online reviews surveys statistic statistics and trends. I can get it out which is research meant to gauge when why and how consumers are using online reviews. Our guests today are Megan Wentzell – She’s Associate Editor of Review Trackers… and my forever cohosting guest and friend and colleague Ben Martin executive director of the review society.

What is the biggest location for online reviews?

We tend to think about sites like Yelp and Trip Advisor and Angie’s List when we’re thinking about reviews. But in your research, it indicates that reviews are usually viewed elsewhere.

[00:02:24] Tell us the story. What’s the story about that?

[00:02:27] Yeah so sixty-three point six percent of consumers are actually likely to check and I use this on Google for daily business. So that’s more than any other review site.

[00:02:49] So Google Google actually has the largest distribution of online reviews and that’s also part of our research as well. And we think and we think this is a big part of why Google is becoming the main place for online reviews. We think it’s because we’re seeing a trend. Google used to aggregate many third party reviews but now they actually have their own reviews. And what’s great about this is that consumers already are using Google for a variety of saying is right like using google for Gmail for searching for a place to go on their next vacation or searching for directions. So they’re already on Thursday on Google so if they’re looking for that next vacation to go to when they’re searching for hotels.

[00:03:52] Google is like Google their first stop. And they’re seeing their reviews. And even if they’re not looking for reviews specifically there’s still a Mac google search. They are still seeing reviews. And and that’s a big reason why we’re thinking that that more consumers are using Google more than these other bigger sites like Yelp the TripAdvisor and also to white where consumers are writing reviews on Google because we’re actually seeing over the last three years that Google has actually increased the most out of major review sites in terms of how many reviews are actually being last on Google. And as you can see in our research. Google and Google is the largest for distribution of reviews.

[00:04:39] And also it’s you we’re seeing this all with Google being bigger than Yelp and trip advisor is because of the rise of mobile. So when I when I search for a restaurant, for example, to go to once every night and I might be sitting on my couch watching TV I’m going to get out my phone and do a google search.

[00:05:01] And I’m not necessarily going to go to the outback or the trip advisor app and I’m I’m I’m going to go right to safari and I’m going I’m going to use the search Braxton’s search also.

[00:05:13] So that’s why we think we’re seeing this trend with Google and then also the research indicates as well that again more consumers are going to Google and we’re seeing the largest distribution of views on Google.

[00:05:29] Just a little cold about I think we’re also seeing this because of Google’s mapping functionality. And so you know when I go and do a search for you know “plumbers in Chicago” you know one of the first results that comes up is the map I can see okay. Who are the farmers that are nearby for me. So you know Google has this kind of this ecosystem of stuff like that of apps that kind of play nicely together. And so from you know the local search and being aware of locally where I am when I’m doing my search. Being able to present me with a map and you know what in search engine results rise and fall based on reviews. You know these are all about apps that Google kind of bringing together and I think it may be indicative of why we’re seeing this trend of Google gobbling up so much of the reviews market.

[00:06:24] Yeah yeah you know and it’s really interesting to me because this is a trend that people must pay attention to.

Digital Marketing, SEO, and Online Reviews

I feel like if you do any kind of marketing especially any kind of digital marketing and definitely definitely it’s not just for brick and mortar. Oh my gosh. If you have a location and you’re not thinking about this then you’re missing out on something that’s really incredibly important for driving traffic.

I want to ask you Megan a little bit about how reviews connect with digital marketing and a strategy because the last the last review that we had we actually spoke with a couple of people one person who focuses a lot on SEO that’s kind of what he’s known for and he has this sort of passion project flash business that is all about online reviews and actually uncovering how they’re misused right and abused.

So can you talk to us a little about a little bit about how what this connection is like. Why all of us digital marketers are so crazy about this.

[00:07:37] Yeah.

[00:07:38] So yeah when it comes to digital marketing and reviews reviews are very important and not according to our research but according to Maaz actually Ma says that reviews are one of the top major factors that contribute to local search ratings and this includes the frequency at which reviews are coming are coming in and also the amount over is that a business has servies are definitely definitely very important in terms of where you’re ranking and in those search results. And also to from from from a digital marketing perspective and kind of going a little bit away from a but but still but still makes sense for us.

Revenues can help businesses really improve their customer loyalty and relationships with customers and when you’re doing that in your and you’re getting more positive reviews. That’s that’s absolutely going to help help with your SEO strategy as well.

And one of the things is if you do have a negative you have these negative reviews and you respond and I think we can get into this a little bit later.

If you respond to these negative reviews and actually take that conversation offline and resolve the issue and have the customer come back and then that may post a positive review and other customers will see that, as well, and other consumers will see that.

[00:09:18] So from a search perspective it’s a wonderful thing to to respond to reviews and also to first having first party reviews on your website. Also greatly helps with your SEO rankings, as well.

Can We Trust Online Reviews Anymore?

[00:09:33] I am I wanted to find out a little bit about what you thought about some of the changes that Facebook actually has made. They just recently and we didn’t include this. I’m just sort of springing this on you. But in the past like week I think in the past few days actually it became a pretty big deal that Facebook was saying that they’re really going to be cracking down on the people who produce products that are shoddy and so they’re focusing a lot of effort on their online reviews and looking at things like you know did people get what they were promised was the delivery time reasonable was the product actually of high quality.

And I think it actually reflects what Google’s already been trying to do and why anybody who’s who’s concerned about these online reviews what they’re really looking at because if you don’t do that people lose faith they don’t trust your online reviews.

So what do you guys think about this trend? And we know whether we can actually believe in online reviews whether or not we are talking about this by the way guys were talking about this just a little bit about people’s trust in online reviews. Before the show started so.

[00:10:59] Yeah. Well so I can kick it off.

There was a article that came out today in the New York Times about the trustworthiness of reviews the title of the article is why you can’t trust online reviews. And so there’s that.

You know the the last review out was all about phony reviews. It’s really it’s an epidemic.

You know if you think about our very financial or our financial decisions are being swayed by these fake reviews. And it’s from my point of view that the huge problem in fact one of the things that the review society is going to do before the end of summer is really an online reviews ethics manifesto with a view towards creating a code of conduct for reviewers for online reputation management companies for people who operate review sites.

And from that we’d like to create some certifications and accreditations so you could basically say hey as an online reputation management company we adhere to the review society’s code of ethics. And that way you can have a greater sense of confidence.

The online reputation management company is going to do the right thing while you’re while you’re working within the new economy. So you know the other the other issue that we’ve been talking about is how you know people’s search engine rankings actually relied heavily on their their ratings and reviews so you can slink off the page of Google if you’re not getting good reviews.

[00:12:41] But you know if we’ve got fake reviews coming in then you know how much. I think it again begs the question How much can you trust the online reviews and where are you where you fall within the search rankings.

It’s estimated that between 10 and 30 percent of all reviews that are given are fake.

If you know so many you know it’s estimated that between 10 and 30 percent of all reviews that are given are fake. So I don’t know. This is a big problem for online.

You know anybody who’s trying to work within what I call the review economy.

And you know it in my mind the best thing we can do as people who are part of this review economy is to verify the identity of the person who’s giving the review and to the extent possible sure that they’re actually a customer or a user or you know you know whatever the whatever the product or service will be is being reviewed that you’ve at least had an experience with them.

[00:13:36] Yeah. What do you say to that.

[00:13:37] Maegan Yeah so review tracker’s so one of the things that we have probably a hundred million views or database and our clients you know we’ve we’ve never we never had an issue with fake reviews. And I think I think that as these as Google Facebook as they grow with their technology and their technology gets better I think. I think there will continue to do a really good job of making sure that that fake reviews don’t you know don’t get posted. And one of the things with with Facebook Google is that Google Google knows you are you have a Google account and Facebook knows you have a Facebook account. So.

[00:14:31] So it’s easier to verify that that you’re a real person and easier to make sure that you’re not making multiple accounts or trying to trying to cheat the system.

[00:14:45] So so I definitely think that review sites themselves. They have they. I think they do house the process is in place for making sure that fake reviews don’t make it on the site. But of course you know it’s not perfect yet.

[00:15:02] I don’t think I think there’s there’s definitely but we’re definitely going to see more improvements in making sure that that the that the small percentage of reviews are fake reviews that that that that decreases over time it goes down as as as Google and as Google and Facebook especially focus focus more on making making efforts to to eliminate those Fakher user make sure they just don’t get posted at all.

[00:15:31] Yeah. I love I love this name. I have this whole youguys I have this whole list of planned out questions that we’ve all like agreed that I’m going to to ask why I have all these other questions I want to ask and I see your questions live too.

So let me actually there’s this discussion that’s going on in the chat room here connected to crowd past that has to do with testimonials versus reviews online reviews and how they’re different. And you know it’s a really fair I think it’s a fair question. You know what about reviews. Are they like testimonials and someone says if Terry says if if a site is using testimonials they should call them that. Not reviews. What do you think. And then brings up an example and it’s a place that reviews speakers and says this is a sample of testimonials not reviews.

Every single one on this site is positive. A testimonial right. Oh. What do you guys have to say to that. Do you have you run into that. I know. I know we’ve talked about this before. But Megan what do you think about that.

[00:16:43] Yeah I think the testimonials on sites if every single one of them is positive. Yeah that’s definitely something maybe a red flag.

Something I I might watch out for. Because when we’re talking about online reviews in general and one of the things that our research says is actually that customers trusts for quant star rating the most right. And that means that if we have a five star rating they’re going to because they’re going to say OK something’s out right here like there must be a bias or like you write your best friend right there if you or.

[00:17:23] Or maybe not get some of the reviews are indeed fake.

[00:17:27] And customers they want they don’t want to see all five star reviews they want to see genuine reviews. They want to see that businesses are just like damn they’re human beings they make mistakes but they want to improve the experience for their customers. And if they do get those so some negative reviews that’s OK that’s a good thing. And the gang kind of going back to the responding businesses are responding to those negative reviews and saying OK we really care about you as a consumer and as a customer that’s a really good thing it shows that they want to improve. And it shows that they want to make their business better.

[00:18:03] I mean businesses need negative reviews too. With with the the the change the changes in time and different markets I mean it’s so important to know what customers want and negative reviews help with that. So so for all all positive testimonials I I don’t think it’s necessarily the same thing as an online review on a on a Google or on Facebook.

[00:18:35] Ok. Oh I like how they see that.

The Power of the 4-Star Review

[00:18:38] Look I I you know I’ve actually thought that the finding that the mega method at the top there are a four star review is the most trusted although there was no fascinating part of the whole report because you’ve got this notion that what people are looking for for the negative review because they want to know what could possibly go wrong.

And there’s research out there that says something I can’t read with the exact step of like 80 percent of consumers seek out negative reviews like they want to see the negative reviews. And then there’s other research out of the show that negative reviews actually increase the buyer’s interest in the company that has gotten the negative reviews.

But on the other side there are all these you know online reputation management consultants out there who are saying that even one negative review could ruin your business like that. I’m going to hold off on swearing that’s B.S. Yeah. Because as as Megan’s research shows and there’s a whole bunch of other research for the same thing you know people it’s OK to get a negative review and I wish the online reputation management gurus out there would stop saying that you know even one negative review could take your business is just not true.

[00:19:53] Yeah. Yeah absolutely I think that that’s kind of crazy. Megan you looked like you had definitely some thoughts on that.

[00:20:02] Yeah I just wanted to say. Yeah yeah. A negative review definitely not your business. And I think it’s about also too it’s about getting them getting lots of reviews from customers and getting those three for starters.

[00:20:17] Is that so important because it shows that you do do a good job and it’s not. It’s not always really really super positive experiences walking out of a restaurant for example and it’s not always the service was way too slow at a restaurant.

[00:20:35] There are those in-between experiences and I think that that’s that’s what consumers want now and. And also with negative reviews to consumers why OK what’s the worst possible thing that can happen at this business for me. So, for example, like got here in Chicago we love love love tacos.

[00:20:54] So I have to go to D.C. have flash tacos now shouldn’t that how can I go to Google that way. So you love your tacos. Yes love. We love our tacos.

[00:21:13] So so what. So what I might do is I make illegal tacos in Chicago and if I see the I want to see some negative reviews. If it’s like a Fourplay for four point one four star rating or for 20 star rating. Because I want to know OK is this taco place going to serve me dog meat. Is that like the worst possible thing or is is the worst possible thing that the service might be slow but the tacos are amazing. I’m still going to go to that taco place of the tacos are amazing but the service might be slow.

[00:21:50] I mean you have to have your boundary at some point but your ears so right. I mean I think they you know what people are looking for they’re looking for online reviews they can trust. And we’re looking for signals in those online reviews. This is something that we’ve talked about where it’s like what. What are the signals? How do you figure out what a good online review is? And I want to mention that somebody wanted clarification. They said it’s for starters overall though right. Is it four out of four or four out of five. So you’re talking about four out of five. Right.

[00:22:23] Right. Yes that’s correct. Four out of five.

Reviews are trending more positive and shorter…why?

[00:22:25] All right. So another thing that you mentioned is in the report is the research indicates that reviews are trending shorter and more positive in nature. OK. So why is that happening? Any idea?

[00:22:43] Yes so.

[00:22:44] So what we’re saying is that a big reason why there they are trending more positive is because more businesses are actually asking their customers for reviews is kind of a lot of what I was saying before we’re seeing more three and four star reviews over the course of three years here so and we’re not just seeing four years ago swordfight stalemate the actions a customer was asked to leave a review.

[00:23:13] So they leave the review if they had like this amazing really positive five star experience or if they had a really really negative experience. So I think that’s why we’re seeing this trend and more positive reviews.

[00:23:27] Like for example our clients they can use they can integrate our software with their point of sale system which will then so after a transaction happens though to give the customer his email address and then send them a request for you. So.

[00:23:45] So if the customer wasn’t even thinking about leaving your review right after this business because they had a pretty good experience but it wasn’t amazing and it wasn’t really bad either.

[00:23:54] They’re more likely to leave that review because because they’ll see that it’s really and also it’s just it’s easier with like like we’re talking about with Google. Google is I mean place now between between the customer and between the business. And it’s just it’s just so much that the ease of use that already being on Google. Easier to lever. You don’t you don’t log in you’re already locked in.

[00:24:18] And that’s why we think it’s more positive.

[00:24:22] But in terms of Furbies actually getting shorter. We think so according to our research. Actually almost half of local searches are on mobile devices.

And we think that so if you’re if you are going to leave a review maybe it’s right after you get out of the restaurant and you might check your e-mail. You might see Oh they they asked you review or walking out of the restaurant maybe they have like a sign that says hey review us on Google or Facebook. So you might be like oh ok like this was pretty good. I’m going to review. You’re walking out and you might be on your way to a movie or a show or you might be going out with friends or something.

So so we think we think that’s part of it too is being on your mobile phone. And time and just having to kind of do it quickly. And also to because again going back to that 3 4 star experience if it’s not if you don’t have a lot of negativity to talk about or like turns of positive talk about it’s going to be it’s going to trend shorter. And we’re seeing that there. It’s trending and reviews are social media and we’re seeing that reviews are becoming more like a Facebook post or a tweet.

Are you a “reviews enthusiast?”

[00:25:39] I would also add that I think there’s more people giving reviews. And so those people or I wouldn’t call them like professional reviewers so if you think back like maybe five years ago if you were going to give a review on say Amazon like you’re like you’re just passionate what you got in. Oh. And you know as somebody who’s like an enthusiast for reviews like you’re going to spend more time writing review because like you just you’re just a word about it but you know the point that Megan was making you now everybody is a reviewer and they’re being asked to give reviews. And so I’m not an enthusiast about reviews but because I was asked I would give a review but I’m not going to put as much effort into it as say one of these review enthusiasts.

[00:26:27] Yeah exactly.

[00:26:29] But I think the biggest one I think is is mobile. You know more and more reviews are being written on mobile devices. And so you know it takes a lot longer to pick out a review from the iPhone as opposed to from from a laptop or desktop.

[00:26:44] All right. Site has created a poll that everybody can take. Are you a review enthusiastic yourself or review in 30 years. I didn’t even think about review enthusiast that much until just now. So I’m voting yes. If you are one you have a choice you can choose yes or no and hopefully you’re honest because you take reviews seriously and polls. So there are a lot of questions. I see that Kathy has she says Megan like an instant sharing tweet or a Facebook post.

[00:27:17] Oh yeah I mean like what. For example you go on you. You click you click for views. It just goes by and as a writer you as a couple of folks. So so it’s hopefully it’s actually very very easy to do so.

[00:27:35] So it is definitely similar to to writing a Facebook or a Facebook post or a tweet.

[00:27:42] I find you know and Teri says, “it’s funny I take reviews seriously, but I’m not generous reviewer.” Oh no!

And I am the same, right?

And Cathy says, “what Teri said.” So a lot of us are in the same boat.

You know sometimes if I’m really really if I just really have a lot to share that I think will be helpful. Then I want to sit down and I want to take my time. I really love this place. It’s nearby called Bozzelli’s Deli. I love their family and they’re fast they’re they’re always chronically faster than what they say they’re going to be. And so just absolutely phenomenal.

So I felt the need to talk about them on social and to write reviews for them and all of the stuff including pictures of my daughter eating their food.

So I feel like when you when you really do there a lot of times we wait until it’s something that we’re either passionately for or against where we feel like we want to share. There are a lot of questions that people have including Redes question which I want to get to because it’s one of the first ones that we still need to discuss and that’s what research is there about the level of business response and how that helps.

So I imagine it’s it’s how businesses respond. Is there research out there or research that you guys looked at had to do with how businesses respond and how that connects with with the success or lack of success with online reviews.

[00:29:17] Yeah I do. I cannot take this one here first.

[00:29:21] So yeah in our survey we talk about businesses responding to reviews and also look at the actual number here. But when businesses respond to negative. Is what what it really is.

[00:29:36] What happens is assuming that the businesses are responding to these negative reviews. So the consumer has never bend to the business but is looking at their years and sees that the business owner responds.

[00:29:53] And there are there is a percentage I don’t want to stay out without double checking that a certain percentage of consumers.

[00:30:00] Well actually I think that that that businesses is much more trustworthy and will go because because it’s there the businesses are stronger because I think it’s 45 percent. But let me check. Okay.

[00:30:12] Yeah. So here’s on Tuesday we posted to the review societ a research study from trip advisor. And in that survey it said that 88 percent of American respondents say that they have read management responses to reviews and then globally the majority I don’t know the exact number. This is just what they quoted in this study. The majority of respondents said that responses to the reviews are helpful and influence their decision to try a restaurant despite a negative review.

So there is an increasing number of consumers who are who have come who are coming to expect a reply to the to their review and they know these are typically like customer service complaint type reviews that go into say a Facebook or Twitter or whatever. But there’s an increasing number I can try to scroll down to find it here on my phone but I can often just give you an example from my own experience so I own a house in Durham, North Carolina that I run out on Airbnb and as I started to really get ingrained in reviews I began replying to each and every one of the reviews that came out. Whether it was negative or positive and I was very deliberate in the way that I replied to the reviews.

[00:31:30] So I put I have a guest who’s coming to stay in my home. They might be coming for a graduation they might be coming for a wedding or for a conference. And so after my first of the review is twofold. Number one I try to be the first one to you. So as you probably know an Airbnb can be the host and the guest gets to review each other. So I’m very quick about going in and writing with you for my guests so that they know that I’ve reviewed them and that that serves as an incentive for them to come back and give me what.

And by the way I get more credit. As a host when I have more reviews like my ranking within Airbnb  actually rises and falls depending on on the number of reviews that I’m getting. But the other part of the review of the strategy that I have is when I reply to the review whether it’s positive or negative or positive I try to be very friendly in my in my response and say I hope you enjoyed the wedding.

[00:32:32] You know if you ever want to come back and visit the couple you know know that you can stay at my place for a while. You know stuff like that to kind of telegraph it to ever to all the other people who are reading my reviews that I’m engaged. And by the way the feedback that I started to get since I’ve taken this approach has not only been more positive overall but it’s been more specific as well. So people and people will comment on you know the the the proximity of shops because my community is walkable you know. And so I’m getting a lot more specific feedback because I’m I’m telegraphing to them that I’m going to be specific in my feedback about you and in my responses to your review. So you know just to give a little anecdote you know replying to reviews is actually one of the best things that you can do to improve and improve your reviews and get more of them.

[00:33:23] Yeah. Yeah you know I just want to you know I want people to really think about what Ben said here because I look see how many reviews a lot of different points he mentioned and I look to see how many different reviews a product or service has. Before I take it super seriously if it’s like you know five stars or whatever and they have five reviews then I don’t really think a whole lot about if they have 5000. And they have four point eight. I’m much more likely to think that that’s valid and that it’s tested and that you know it’s something that I can probably put my faith in something and that actually brings up a question that somebody else had earlier where is talking about recognizing the fake reviews. So this was a question for Megan or Ben.

Are there algorithms that will start to recognize fake reviews and start retracting them?

[00:34:29] Well yeah I know this is kind of I’m just trying to get through that list of questions that we have because that’s one of the benefits of purchasing live.

[00:34:36] If you get to ask the experts the questions about why you are so this is such a hairy question. I mean yes there are algorithms out there. Yelp employs one that is intended to filter out the fake reviews. There’s a couple of problems though. You know there’s very little transparency into Yelp’s algorithm. And they claim that that’s by design because they don’t want the fake reviewers to know what their process is to identify those fake reviews.

I can tell you that the algorithms are really less about the content of the review and more about things like what IP addresses this review coming from. Wait a minute you’re giving review in a restaurant in Chicago. But this review is coming in from Mumbai. Right. Right. Maybe maybe that’s not a legitimate review or you know they also will for patterns in the review. So if I’m reviewing a business in San Francisco and then five minutes later I’m reviewing one in Dallas and then five minutes later one in Washington D.C.. Wait a minute. You must be like I’m an avid traveler. And wait a minute you’re you’re giving reviews on roofers like why the hell are you writing reviews on roofers with all these cities so those are the kinds of things that the the algorithms are looking for.

So it’s less about the content and more about like what’s the profile of the the the traffic the web traffic that’s coming to it. And I think that’s that’s kind of problematic. I mean there are all kinds of studies that say that human beings are less proficient at sniffing out online fake reviews than the algorithms are.

So you know we think that we’re good at it but it turns out that were actually really bad at it. There was a study out of I think it was the University of Chicago that found that consumers couldn’t pick out a fake review when when presented with two choices they were actually they couldn’t even get 50 percent what they were below 50 percent and trying to pick out a fake review as opposed to computer AI that was much more proficient.

[00:36:55] Yeah I think I would absolutely have a tough time picking out a fake review.

[00:37:00] But just to add up and you I think that that these review sites are definitely always improving. Don’t pray that their algorithms for fake reviews. And also too I think I think that there’s there’s always always going to there’s always going to be fake reviews. And I think it’s just about about getting better at making sure and improving and it does reviews to get posted. And again it’s worth verifying your account on Google or Facebook. I think that’s that’s definitely very helpful.

[00:37:36] Yeah. Kevin over here. He says fake review bots are getting better than the filtering algorithm. So like it is always a you know a constant battle. Right. You’re trying to improve the attack as you go along. So that was that was a great question and then Cathy Cathy brings up again and this actually goes back to a question that and a discussion that we were having just a little bit ago which is talking about what about those people where nothing makes them happy. How do you turn that around the person that is just being negative. What do you do with your review or what do you do to respond to that review.

[00:38:18] Yeah I think the best way to do that says as to how kind of a step by step process for responding to any negative reviews even even the person that it’s just sound.

[00:38:31] Maybe they were in a bad mood that day or that were the negativity just doesn’t stop.

[00:38:35] And it’s so important to take that conversation off line. So when you are responding to those negative reviews that their customer is reaching out to you on these your platforms it’s so important to to say thank you for that review apologize and say you want to do better and tell them invite them back.

[00:38:57] This is a service based business a location based business invite them back and Zager you know what you’re going to do better next time. And then also say and then also leave and email address phone number and say let’s take this off line. I really I really want to talk to stay with you and then resolve the issue.

[00:39:15] So you’re kind of going back to Reed’s question. I found another study that ties into what we’re talking about here and were pointed to reviews but what they found there’s another trip advisor study and they found that when hotels start responding to reviews they get 12 percent more reviews and their ratings increase on average by point one to stars.

So that may not sound a lot like a lot. But you know over time I think you’ll also see a compounding effect of that. And again like my own experience with air BMB you know my reviews have trended more positive because people are seeing that I’m replying to the reviews. Yeah I think you know Megan’s advice here on how to handle that you know chronic negativity is to do your best to try to make it right you know. But if it’s it’s less about convincing that one customer. But convincing the other people who are reading that review. So basically what you do by replying to that review and and being as reasonable and as helpful as you can you’re telegraphing to everybody else who’s thinking about buying from your business that hey this guy actually gives a damn and I can see that you know he’s actually taking time to reply online. You know imagine when I’m standing face to face with him or if I’m working with him over the telephone Yeah.

[00:40:41] Yeah. Go ahead. Yes.

[00:40:45] And Bamsey your to your point there.

[00:40:47] I did like an app and it’s actually 45 per cent of customers are actually if they’re more likely to tell baptizes if they do see that the honoris sponsored a second ever of is have Siats that’s absolutely. It’s all about justice. This is going to care about me and justices genuinely care about their customers.

[00:41:05] I mean if you talk about just the blocking and tackling and on how to thrive in the reviews of the review Academy replying to reviews is absolutely the best thing that you can do to increase your rate ratings on on the review site. You know Kevin is on the on the chat here and you know he’s we’ve talked about review gating before where you know you sent out a survey to a customer and if they give you a 9 return you immediately send them to our site to give you a review. Say on Facebook you know that a lot of what the review sites are now starting to prohibit that kind of activity.

And so ethically is it is that is it ethical to do that. And you know I think that’s what we want to try to suss out with this online review ethics manifesto is you know what let’s talk about these issues. You know Yelp for example they are against their terms of use to even ask a customer to give you. And so like is that I’m not going to ask whether or not that’s ethical if that’s Yelp’s business decision.

But you know what. What do what does the review economy think about that? Like, is it OK to ask for reviews? My personal opinion here is it’s fine to ask for a review.

Is it okay to ask for an online review?

[00:42:22] I guess it depends on how you’re asking because if you’re like hey can there. Why don’t you. I’m picking up my pet points card because they don’t have a credit card right here. But like hey why don’t you give me a review. Right. Here you go. The announcement had it being late. Clearly there were problems with that right.

[00:42:42] Yeah I think absolutely I think too. You know I think it is OK and unethical to you. And that’s my Santer’s opinion.

[00:42:51] I do not think it’s ethical to say hey we’ll give you ten dollars offsets you give us a review. I think as long as there’s no incentives. Absolutely.

[00:43:00] I I personally think it’s also you know legally it is OK to incentivize somebody to give a review. So the Federal Trade trade commission has some regulations around this and if you are given an incentive like a 5 dollar gift card to give a review as long as you disclose that in your review then the Federal Trade Commission says that’s that’s totally acceptable. What you can’t do though is you can’t say hey if you give me a positive review I’ll give you a gift card.

So incentivizing reviews in general is OK. But when you’re incentivizing exclusively for positive reviews it’s not so. And again it’s up to the reviewer to disclose that and that’s actually that’s part of the manifesto is that it says hey if you’re a reviewer and you receive an incentive you have to you know you have to disclose that. And we also provide some guidance for business executives an online reputation management firms that if you are incentivizing then you should encourage or maybe even require the reviewer to disclose that.

[00:44:12] So I just want to give everyone a heads up that I’ve added a couple of polls. Thank you Terry for pointing that out.

So if you want to jump over on Crowdcast – if you’re watching on Facebook sorry I can’t do this but you could write, “Yes” or “no.” But I’ve added a couple of calls and now we have.

  1. Do you think it’s ethical to ask for a review on Yelp? (Or really any review site…I’m using Yelp as an example.) Yes or no?
  2. Is it okay to just ask for a review?
  3. Do you think it’s OK to incentivize for reviews? Yes or no.

All right and so go ahead and add your answers there and if you’re on watching on Facebook you can add your answers there. And so far it’s kind of fun to watch the polls as people respond.

  • But do you think it’s ethical to ask for a review on Yelp? So far, 100 percent say yes.
  • Do you think it’s OK to incentivize for reviews? We’ve got 80 percent say yes and 20 percent say no.

[00:45:35] Yes. And you know just the fall. Yeah. So Kevin says depending on the on some of the I agree with that. And also I think there’s what’s been fascinating you know in the six months that we’ve been running the review society is discovering all of these little used cases for reviews.

So for example Kevin’s company has been in operation for something like 30 years. And within the past 15 to 20 years they’ve started publishing the reviews. And I would I would categorize the more as survey results.

But you know his review site is a closed system where realtors get reviewed by their customers at the end of the transaction. So we know that these two people have done business together. And so we can trust the validity of the review. Airbnb has a similar system it’s a closed loop like I know that that guest stayed with that host and they both got to review each other OpenTable has a similar thing where I book a reservation on open table I receive a survey. The restaurant has basically verified that I ate there or that we showed up for my reservation and so I can get a review.

So you know I think what’s tough about about the wider review market is verifying that the person was actually a customer of that company is really really difficult and and really that the burden goes onto the reviewer. Then they say oh well wait a minute to give a review I’ve got to verify that to you somehow that I’m actually a customer like does that mean I have to show you her a receipt. So you know just and in studying and getting to know the wider review economy it’s been really interesting to see all of these tiny little slivers of the review economy and how that it’s manifested in different business models.

[00:47:33] Yeah yeah. I want to go back to the research as we have here. I want to go specifically back to what review tracker’s has done. We’ve talked a little bit about some of the big highlights right. You know where people are really going to view reviews now and things like that but what are some of the other I think major pieces that you think people need to know about from from this research.

[00:48:04] Yeah I think one of the things that we have is that average star rating for each industry. And I think that’s so important because businesses can see where they stand compared to the star rating. So for example you know businesses that we know we think it’s a tragedy Chow’s but insurance for example the average star rating is actually a 4.5. So it’s important for companies to look at that and to see OK how can I get my reviews near there or if I’m if I’m pretty far behind if I’m Ashry 5 How can I how can I really increase the rate and and and get to that that more average average industry rating is I think it will win customers especially when they’re looking when they’re researching for businesses and they may see that a lower rating but they see it the other businesses that were destroyed that average rating I think it will sway enough to go to those businesses with a higher rating. So for example for restaurants like I said that the average rate is four point one for. So. So we’re getting getting as close to that number as as you possibly can. Is absolutely very important for all businesses and to compete to compete especially on the local level.

[00:49:34] So how about how you respond to positive reviews. I mean everybody’s favorite question is asking about how do you deal with negative. Right. But what what is. You know what.

What are some best practices for how people can respond to the positive reviews?

[00:49:50] Yeah for positive reviews again. So it’s so important to respond to those reviews as well because it really develops that relationship with the customer are ready. Like your business and it kind of encourages their loyalty and so it’s so important to thank them for their view.

[00:50:07] Thanks for taking the time to leave the review and also reinforcing what they said because again what this theme of consumers looking at really as a consumer research as I see that posture review and then I see okay that business then then set it again I’m thinking oh this they had a they had a really good experience and it’s kind of when you split you’re stimming those reviews to and you see you see the positivity within the responses.

That’s just so important in terms of how you think of the business. When you when you’re researching again I like to rest. I love restaurants so I keep going on the same lot. But if if I’m going to a restaurant and I see that day the owner is responding and they’re positive a monologue and this is great I I’m going to go here.

[00:50:55] And so like an example like I love Pattaya so if somebody said you have a tattoo is the best I’ve ever had.

[00:51:04] And then that’s that’s a good thing and you kind of want to say like as a business owner I’m so glad that this is the best you ever had. Thank you so much. You know and maybe talk a little bit about your Katai recipe. Don’t wait too much. Of course because you know one of the two maybe. How about that Tyra’s bait. But and then also invite them to come back at the end. And it’s similar to that negative response when you’re inviting them to come back.

[00:51:30] Are saying hey come come again and have you have a great experience again and we hope we hope to see you. See you in our business center in our restaurant soon.

Understanding how to develop a relationship and the creation of super fans

[00:51:39] So I think that’s such great interesting advice because I know that a lot of the people who I’m familiar with who are engaged with review chat and who watch and participate.

They have a history in either community management or something where it’s about building relationships.  And so a lot of us have been, even if it’s not specifically for online reviews, for a very long time watching how to develop these relationships. And so I love it when a business gets it right.

I love it.

And so something I’ll bring up Bozzelli’s Deli again. I love good food and really good restaurants. And when somebody does it right – when they engage, it’s not just a positive… they’re taking somebody who’s already a fan and they’re making them a SUPER fan. They’re making them an advocate.

They’re making them you know in my case I posted something nice and the owner of this spot which one of the owners because it’s family owned responds and says Hey thanks so much. You know call it the next time you call in to let them know that I said to give you a free cannoli. Here’s your code. You know. And then he says bring in your family the next time you’re going to come in and let me know and I’ll make sure you’re taken care of. And I’m like oh-oh I what I mean. Let me please tell the entire world about how awesome you are!

That’s an amazing opportunity. A lot of businesses just ignore they ignore the opportunity to take somebody positive comment and make them this rabid fan you know.

[00:53:38] Yeah exactly.

Brand advocates and brand reputation

[00:53:40] And and making them these brand advocates and these these fans is so important for us because they’re going to tell their friends or family. And it’s really really making your brand reputation very positive. And when you respond that like you said that is when you’re sitting around like a superfan out of your restaurant or your business. And yes just the businesses need to need to respond. I think it’s so important.

[00:54:10] And this is and this is me I think about reviews for about three years now so. So I’d like to think that I’m actually somewhat of an expert when it comes to brand advocates and responding to reviews for sure and I’d love love love seeing restaurants really love their customers and show that they care and and love.

[00:54:34] I also love when customers get really excited about an experience. I think that’s cool.

[00:54:38] Ok.

The Venn diagram of online reviews

[00:54:39] Terry had been so you know one of the obviously you know the review site exists to advance the ethics the science and the business of online reviews. And I like to think of those three things as like a venn diagram where you know what I’m trying to do with the review society is get people into the bull’s eye of that Venn diagram of the ethics the science and the business so when you were telling me about Bezos. And some of the tactics that they’re using there I think it’s brilliant from a science and a business point of view. But I do kind of question the ethics of this and I’m not questioning his him basically on a question.

[00:55:20] I have to expand my mind when I had their Kenoly. You don’t know what you’re talking about when you told me the story.

[00:55:33] I thought well wait a minute this is cool because what he’s doing is he’s telegraphing to other people who are reading the reviews that if you give me a positive review you may get something from the amateur which in turn going to drive more positive reviews. Yeah.

And so this is not a if then approach like if you give me a positive review I will give you something. It’s a now that now that you’ve given me a positive review I will give you something. And again to me I’m not I’m not saying it is ethical but it just raises a question in my mind as to is that ethical.

[00:56:11] Really good question. I mean to be fair like I should say that he sent me a direct message of that. So he didn’t post it where everybody else could see. That said if he had I don’t think I would have had a problem with it although looking at it later I would have been like hmm maybe I want every Kenoly perhaps I should share my experience my lately has eles.

[00:56:35] Yeah I don’t know.

[00:56:37] Megan what do you think like is that.

[00:56:40] How does that strike you. I wouldn’t say it’s necessarily unethical. I don’t think anyone is crying after the fact but I think it’s it maybe it’s his way of saying hey like I know you’re going to keep coming in and I know you like the food and they know you like the experience. And you know his way of saying I want to build this relationship with you so I know it’s a really good question. But I don’t think it’s necessarily unethical to do that.

[00:57:17] No I don’t think it was either. I’m just. But I think it does raise some ethical question good question. Does. It does. Absolutely. Yeah.

Influencers and review abuse

[00:57:25] Yeah for sure. I think I think that’s fair. I think it’s as usual we come up with more questions to discuss and think about for the next time. But I do want to weigh in here Cathy says that’s how travel writers get perks. Yes. Yes. And we’ve heard all about how some of those influencers how they have sort of abused some of that power. I’m sure. OK. And then there’s a question from Terry. Great question Terry. Megan due to the importance of these stats are we seeing a trend in the engagement officers had businesses like Good question.

[00:58:09] And I think engagement officers are businesses.

[00:58:13] I think we’re seeing more of a trend and that there are now roles specifically for responding to reviews or or roles where where maybe more time is spent engaging with customers and reviews.

[00:58:32] That’s actually a really good question and definitely something that I would like to look into to more and I hope that helps.

[00:58:43] Yes I think so. Ben did you have a thing that you want to add before we closed out for today.

[00:58:49] Well I wonder if we can go ahead and post into the show notes and into the chat here the link to the trackers research. Nagin if you want to post it out there that would be cool. It really is a fascinating read. You know there’s more and more research being done on online reviews all the time some of them are more readable than others and this has been some of the best most readable research that I’ve found. I’m reading a lot of academic journals and it’s just so difficult to get through so many of us seeing some corporate research is also helpful.

[00:59:21] I did want to comment Meghan and just give her a few crackers a compliment on the content there. I was looking through and there’s a lot of really great helpful content a lot of these questions that were asked today. They they write a lot about businesses and the best way that you can engage and some of the best practices that you can use so if you have any questions about that kind of thing I encourage you to go over and check out their Web site and check out their blogs specifically where there’s a lot of really great content. Because I was going through and learning things before we even had our chat today.

[01:00:00] Thank you so much.

[01:00:01] Yeah thanks so much for having furbish Harper’s on and sharing our research.

[01:00:08] Some Well I haven’t ever done this before but I got to thinking about it just because it was brought up by Kathy who is participating in the chat box and that is why does everyone think about leaving a review for review chat posted on the association chat podcasts here’s your iTunes link in the chat box. I usually don’t do that. Considering the subject matter today.

[01:00:34] Boom there you go. I moan in a panic.

[01:00:43] So thank you so much for joining us on the show today. Thank you to all of you who have tuned in for this episode of Review chat your only live show and podcast dedicated to the art and science of online customer reviews. You can always catch new episodes of the chat every month and please. I used to say every second Thursday of every month but sometimes we have a little scheduling craziness so every month for every month. And please check out the review society online for more information that’s it review society dot org. And thanks for listening. Ben did you have any final words.

[01:01:27] Peace out. He’s out. Love you right. Good reviews. Thanks guys. Thanks Megan. Bye.