| Description |
1 online resource (314 pages) : illustrations |
| Note |
Includes index. |
| Summary |
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 book is what you need to grab the reins, shape the online conversation, and get reviews that sell. It shows you how to get and leverage online reviews from websites such as Yelp and niche sites related to your business; explains tools, techniques, and tactics you can use to start shaping conversations and building positive visibility; and demystifies a complex topic, empowering you to make the most of this valuable marketing tactic. -- Edited summary from book. |
| Bibliography |
Includes bibliographical references and index. |
| 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 |
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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? |
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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 |
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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 |
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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 |
| Subject |
Electronic data processing -- Distributed processing.
|
|
Service-oriented architecture (Computer science)
|
|
Traitement réparti. |
|
Architecture orientée service (Informatique) |
|
Electronic data processing -- Distributed processing |
|
Service-oriented architecture (Computer science) |
| Added Author |
Grappone, Jennifer.
|
| Other Form: |
Print version: Couzin, Gradiva. Five stars. Indianapolis, IN : Sybex, ©2014 1118689445 (OCoLC)842882945 |
| ISBN |
9781118763353 (electronic bk.) |
|
1118763351 (electronic bk.) |
|
9781118763216 |
|
1118763211 |
|
1118689445 |
|
9781118689448 |
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