ecsKerry19 Emily Ross eWoM Harnessing the power of reviews
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This document discusses the power of online reviews and user-generated content. It notes that 83% of people trust recommendations from friends and family above all other forms of advertising. Several facts about reviews are presented, including that user-generated content drives money for companies. The document outlines TripAdvisor's history and investigations into fake reviews. It suggests strategies for businesses like embracing negative reviews, hardwiring review generation, and addressing reviews offline. The challenges of fake reviews are also covered.
ecsKerry19 Emily Ross eWoM Harnessing the power of reviews
- 1. E-wom And the power of online reviews Twitter @emilyjaneross
- 2. What a nice bag!
- 9. The Verdict?
- 10. I know a thing or two about reviews
- 12. 83% people across 60 countries say they trust the recommendations of friends and family, above all else, according to Nielsen The most credible form of advertising comes straight from the people we know and trust.
- 15. Fundamental truths about reviews Twitter @emilyjaneross
- 16. UGC = MONEY
- 18. Tripadvisor Timeline Feb 2000: TripAdvisor founded by Stephen Kaufer. It started off as a portal for professional reviews and official advice. We also had a button in the very beginning that said visitors add your own review and boy did that just take off, said Kaufer. Sep 2010: Becomes the worlds largest travel website, and the first to register 40 million unique visitors in a single month. But doubts grow over the authenticity of its reviews as a group of 400 hotels launch legal action. Dec 2011: TripAdvisor spun off from Expedia. Feb 2012: Advertising Standards Authority completes a formal investigation into TripAdvisor. Website ordered to remove reviews you can trust slogan and banned from claiming its reviews are from real travellers. Apr 2012: New ties with Facebook allow users to select reviews from friends and those in their social graph Apr 2013: Canadian man sued over bad review of hotel in Quebec City. Sep 2013: TripAdvisor confirms new policy that allows hoteliers to wipe the slate clean, removing old reviews, when they renovate or update a property. May 2014: Italian Competition Authority launches investigation following complaints about fake reviews. 2018 456 million visits a month. 660M reviews, 7Billion dollar business.
- 19. How to harness online reviews
- 23. Embrace the negative The world is full of angry people. A few bad reviews are ok its authentic Think of it as free market research!
- 26. How to handle a bad review
- 27. Welcome the bad reviews Its all about proportion Its not about the review Take it offline Never get personal
- 29. Thomas Cook Reviews I compared the size of our one-bedroom apartment to our friends three-bedroom apartment and ours was significantly smaller I think it should be explained in the brochure that the local store does not sell proper biscuits like custard creams or ginger nuts. No-one told us there would be fish in the sea. The children were startled.
- 30. Fake reviews are rampant Today, review sites are fighting a war with an entirely new breed of interstitial actors profiting from the widening gap between perception and truth. In 2009, a global manufacturer of hardware was caught offering to pay for Amazon reviews, and was forced to issue an apology (Meyer, 2009). In 2011, the New York Times exposed the growing market for fake products reviews, interviewing a number of people making a living from writing fake reviews (Streitfield, 2011). In 2012 in a ruling by the UK Advertising Standards Authority, Tripadvisor was prohibited from claiming its reviews are real (ASA, 2012, Hall, 2012). In 2013 the Telegraph revealed that Peter Hook, A director from a chain of hotels had no difficulty in writing dozens of glowing reviews for his own hotels, and harmful reviews for rival hotels, despite it being in clear breach of the Tripadvisor site terms of use
- 33. The more things change Marketing in the digital era has reverted to a time where brand is meaningless and the opinions of others hold immense sway, as they once did in the simple trade era. Word of mouth is as important as ever. ALL Reviews Verified Reviews Reviews from those in your social networks.
- 34. Final Takeaways 1. Make a review strategy. Consider Generation, verification, handling, harnessing. 2. Embrace the bad. 3. Seek authenticity and verification. 4. Enable social so that the reviews of others can be shared within networks. 5. Engage with all review platforms, because your customers will (whether you like it or not)
- 35. E-wom And the power of online reviews Twitter @emilyjaneross
Editor's Notes
- #15: Online reviews are simply a digital extension of well established consumer behaviour. As far back as 1956, the influence of word of mouth on consumer purchasing was being explored. Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. Online reviews are simply a digital extension of well established consumer behaviour. As far back as 1956, the influence of word of mouth on consumer purchasing was being explored.
- #22: Dont be afraid to show the bad with the good, quantity is key in this day and age
- #23: Consider the metadata
- #26: Mount Snowdon.