Tag Archives: reputation

Why Do People Download an App?

Yesterday, we posted an article on how consumers find out about apps they have recently downloaded. Today, we’ll go over information that will help you with the next step in your mobile strategy, Why people down an app.

download● 33% of people downloaded because the app was recommended by others
● 31% thought the app sounded interesting or fun
● 24% downloaded because of familiarity with the company or brand
● 18% said access to exclusive rewards or discounts through the app was the reason
to download

What Does This Mean To You?

Your social reputation and social strategy is very important to whether your app gets downloaded or not. Hopefully you are utilizing social recommendations, likes and positive reviews to promote your business. The same tactics you use to garner those can be used to collect recommendations for a mobile solution. Start with your loyalty program. Offer some of your most loyal customers special incentives to try the app . Get their feedback and use positive feedback as promotional material. The negative feedback is good too. Use it as a measuring stick for things you may want to alter before releasing it to everyone.
Make sure your description of the app is not to dry. Remember that description is a selling piece. Create an offer that is worth using. A bad offer is worse than no offer at all.  For more information in creating action with existing customers, please contact:


Sources: MarketingCharts.com; Ipsos MediaCT


Online Reviews Affect Opinion

Last week, we posted information on consumer’s use of online reviews. Today, we’ll look into how online reviews the impact the consumer’s impression of businesses. New research shows that just how reviews can affect the way potential shoppers feel about your organization.

customer-online-reviews● Over 70% of consumers say that positive reviews instill trust in a business
● The number of consumers who feel this way have increased by 14 percentage points in the past 2 years
● Overall, 90% of consumers notice online reviews
● Nearly 90% of consumers trust online reviews as much as personal recommendations
● 32% put more trust in companies with multiple positive reviews

What This Means To You

The line between online recommendations and virtual ones are becoming blurred.  While personal recommendations may fade, change or be affected by time, online reviews are there forever. That can be both good and bad. It means that a positive review is something that can continue to help generate new customers for years to come. It also means that a bad review won’t go away by on their own and could be a danger sign to potential patrons for a long time. But the difference between bad personal recommendations and bad online reviews is the fact that you can find and mitigate most bad online reviews and promote good ones. When most people just say bad things about your business, you never really find out what they are saying, if it just patently false or something you can fix to make your business better. A bad online review gives your organization a teachable moment. Negative reviews are something that you should not ignore. Don’t get defensive. If it is a customer service issue, respond to the review by apologizing for the offending act, let the reviewer know that plans have put in place to fix the problems and invite them to patronize your business again. But you can’t act on pure lip service. If a customer has the same problem twice, you can bet the review will much worse the second time and you have no chance at getting them to shop with you again.
If it is something operational with your business, look at it as a chance to make improvements. Maybe they have caught on to something that has been costing you business for a while.
Remember to a customer perception is reality. Good perceptions can build your business and a negative one will cost you potential sales. For more information on how to grow your business and increase loyalty, please contact:

Al Fiala

Sources: BrightLocal

Reviews Import for Local Businesses

Our last couple of posts have centered on the types of content that help consumers make buying decisions and the role of expert opinions. A new report is out that centers on how important online reviews are to consumers when choosing a local business. Small businesses don’t have the resources that major regional or nation competitors have. They need to take advantage of every opportunity to stay competitive with these bigger name brands. Online reviews are one of the things that can help small and medium businesses set themselves apart from the crowd.
onlinereview33● Nearly 90% of consumers say they read online reviews to determine the quality of
local businesses
● Close to 40% regularly will read a review, which is up six percentage points in the
past year.
● 25% of consumers will read 2 to 3 reviews. One-third will 4-6 reviews and 18% will read 7 to 10 reviews of local businesses
● Overall, 85% of consumers read up to 10 reviews before visiting a local business

What This Means To You

The good news is that consumers are doing their homework before going shopping. These reviews can give you a competitive advantage against bigger competitors and other small local companies.
What are you doing to cultivate these reviews?
Many businesses are using surveys as a way of gauging customer satisfaction. These can also be used to generate reviews on your site or on other local review sites such as yelp. At the end of the survey, provide a link to create review to post on your site or other local review aggregators.
Positive reviews are like a virtual endorsement. If you have good ones, promote them on your site and through your social media. You need to give people a reason to come to your establishment over one of your competitors, positive reviews can be that reason.
No one ever wants to hear negative things about their company. Just like no ever wants to hear that their baby is ugly. But, speaking honestly, there are some ugly babies out there.
How often do you use secret shoppers or customers to spot check how your business is operating?
This isn’t a game of gotcha with your employees, it’s an opportunity to improve the way your business runs and the satisfaction of your customers. It also gives you the chance to highlight employees who are doing a great job, not just find teachable moments with employees who need coaching up.
Doing this work should holistically help you get better online reviews and more new customers. For more information on how to use digital tools to grow your business, please contact:

Al Fiala

Sources: BrightLocal

What Sources Are Driving Purchase Decisions

The end goal of nearly all brands and profit-based organizations is to increase revenue. One of the keys is to effectively and efficiently deliver your message. It’s not just what your say or how you say it, it also where your say it that can make a huge impact. Knowing the online sources that consumers are looking towards can help you be more effective and efficient.

Make the right decision_11955127● 54% of consumers think they will be using social media more in the future when it comes to deciding what they are going to buy
● 52% think that user reviews will be more important going forward, and just over half think they will be relying more on online advertising
● 46% think that expert reviews will play a larger role in how they make purchase decisions
● 44% believe that brand web sites are going to be more important in the buying process

What This Means To You

With such a large percentage of consumers believing that social media will play a role in how they decide what to buy, your social reputation is paramount.
It’s time to do a social audit of your brand.
People will check social media before making a purchase. Would you buy from a company that has negative information posted about it?
When was the last time you looked at your businesses Facebook page?
Are their negative comments on it?
Whether the comments are true or not, ignoring them will only exacerbate the negative connotation. All the consumer will see is that not only does your business have problems; you don’t care enough to fix them. Your need to create tactics for how to deal with negative information – ignoring them is not a tactic. By having tactics in place, you eliminate much of the risk of taking those comments personally and flaming back at those leaving not so positive posts. One of the last things you ever want to do is get into a public war of words with a customer. These tactics should also include what to do with positive online praise. When people say good things about your business, it’s golden. If your don’t use it, there is a good chance you are ignoring an opportunity to generate more sales and new customers. For more information on social media strategies that will help grow your business, please contact:

Al Fiala

Sources: Center for Media Research; Nielsen; InPowered Media Lab

Engaging Consumers With Twitter

Earlier this week, we posted information on how small businesses are using Twitter. Today we’ll look at how these businesses engage customers and followers using the social network.

twitter-bird-blue-on-white● Over half of businesses consider Twitter very important as a customer service tool
● Nearly nine in 10 small businesses using Twitter tweet directly to customers
● Four in 10 businesses reply to customer’s message within an hour
● 90% of organizations using Twitter as the consumers who interact with are valuable to their business
● Over two-thirds say that it is extremely valuable when their followers recommend them to other Twitter users

What This Means To You

When it comes to any social media marketing, engagement and interaction are key. More and more consumers are using social media as a customer service tool. They are either using it to ask question or more importantly deliver feedback. Often that feedback is not directly given to the company. They are telling their friends and online peers. If this information is positive – great, social evangelism is an extremely influential tool in developing new and loyal customers. If that feedback is negative – you have a problem that needs to be addressed. Consumers rely on the internet to do pre-purchase research. They look at social presences, and if you have negative comments, posts or reviews – it is a red flag to perspective buyers. The more communication you have with customers, the more likely they are to develop an affinity with your brand and come to you with customer service problem first before going to friends and followers. For more information on developing customers through social media, please contact:

Al Fiala

Sources: Twitter

The Importance of Your Social Reputation

With social media becoming more engrained in the buying process, your social presence is often one of the first places consumers visit and your social reputation could be the first impression consumers see. And you know what they say about a first impression.
Today we’ll look at the amount of negative brand conversations and the sharing of shopping experiences

shutterstock_64192717● Approximately half of all social brand conversations is positive and one in five are negative
● Overall, 95% of consumers will tell someone about a negative shopping experience. 87% will brag about a good experience
● 45% of consumers will take to social media to tell friends and family about a negative shopping experience
● Less than one-third will give online praise for a positive experience
● 35% will leave a negative review about a brand or business
● Less than one in four will give a positive review

Why is this important?

Bad News doesn’t just travel fast – it travels faster and with more impact
than good news. Because of the weight consumers put in the opinions of
online peers and review sites, a negative review can cost your business from
the moment it’s posted.
How often do you monitor your own social media sites?
Are there unresolved negative comments up there right now?
Do you have a response strategy for negative reviews and posts?
Then only thing worse than ignoring them is taking them personally.
The quicker you can remediate a bad situation, the more likely consumers are excuse a shopping experience that was less than positive.
Being vindictive with a someone who has posted negative information will make you look worse than unprofessional. For more information on creating more customers through your social reputation, please contact:

Al Fiala

Sources: Dimension Research; Marketingcharts.com

The Power of Online Peers

Our last few posts have dealt with early adopters and social sharing.  Today, we’ll chronicle new research showing just how powerful the opinion of online friends and family are..

shutterstock_87124564●  Nearly half of all consumers will make a purchase based on the  product opinion of an online friend or family member. Nearly one in three are somewhat likely to make a purchase and one in six are fairly or very likely to buy

●  People with children are much more likely to make a purchase because of an online review or information that those without children

● Almost 30% of adults 18-34 are influenced to buy because of an online peer recommendation and more than 20% of consumes 35-44 are moved to make a purchase

● A friend’s online review is less likely to convince a high income individual ($100,000+) to make a purchase.  Over half of consumers in the $50,000 to $75,000 income level have bought something after reading a review from a friend or family member

No matter how much influence you believe you have over your customers, it doesn’t have close to the cache of an online friend of family member.  Think of your own life.
Aren’t you more likely to eat at a restaurant that a friend recommends?
How many movies have you gone to after family member tells you how bad it is?
Think of all the different things you to create the ripple of positive social sharing that turns into a wave of new customers.  Asking someone to “like” you on Facebook should not be the end all, be all of social sharing.  It is just the first step in creating a profitable social reputation.
For more information on how to incorporate social media into a winning marketing strategy, please contact:

Al Fiala

Source: eMarketer; TNS