Peter Martin, President of Cactus Sky Communications, will be discussing the importance of Permission Based Email Marketing. Are you reaching a wide enough audience each week? Each Month? If the answer is NO, then you’ll want to see Peter speak at the Internet Sales 20 Group in Los Angeles, CA on November 12-14. Peter will walk you through Cactus Sky’s ability to deliver email through SPAM filters and the tracking of the recipients’ actions (clicks) that goes along with it.

1. How to Stop Bad Reviews and Build
Positive Reviews on Google+ and Yelp
Presented by Peter Martin
President, Cactus Sky Communications
Page: 43

2. How Your Online Reputation
Influences Sales
97% of customers
go online before
setting foot in
your dealership
Are you ready for the new Google Maps?
2

3. The Zero Moment of Truth influences…
Which brands make the shopping list
Where shoppers choose to buy
With whom they share the results
~This moment has changed the
marketing industry forever.
3

4. The Importance
Of Online
Reputation
• Less than 1% go past page one on
Google Online reviews rank highest. If
you are not visible to consumers, you
WILL lose sales
4

5. New Google Maps Means New
Ads and New Focus on Reviews
You’ll be well ahead of the game if you’ve
added location extensions to your ads, brought
your business listing up to date, and freshened
up your strategy for soliciting and managing
online reviews.
5

6. The upside: more
exposure for your
dealership on
every local search.
The catch: You’ll have to
make some tweaks to
your ad extensions, and
pay more attention to
your customer reviews.
6

7. Moment of Truth
62% of consumers
surveyed said they
would change their
mind after reading 1-3
negative reviews about
a product or service.
7

8. Online reviews are extremely
powerful - both negative and positive.
According to a 2011 Harvard Study, every star a
business received on Yelp from reviewers resulted in
a 5 to 7 percent jump in revenue.
8

9. What Is Your Reputation Budget?
Who is more believable
HER peers or YOU?
9

10. Smart phones Define Your
Business
79%
of consumers use a
smart phone to help
with shopping.
10

11. Mobile-Enabled
70% of consumers
delete an email if it
looks bad on a
mobile device
Three out of five (59%) people
are more likely to research
products online
11

12. Local Search Map Listings
By the end of 2013, 50% of car buyers will be using
their mobile device to purchase and service vehicles
Get Directions
Find Nearest Car Dealership Mapping & Directions

13. High Stakes Game
It takes 18 positive reviews to outweigh 1
negative review.
Time is of the essence!
13

14. Online Reputation Problems
•
•
•
•
Under-estimating the power of mobile
No budget
Leaving it to chance
No response plan
14

15. The Statistics Say It All
Ninety-One
Percent
of consumers said
they would use
reviews when
deciding on a
dealership.
91%
15

16. The Power of Women
• 78% of your service
customers are women
• Women are 3 times more
likely to post a review as
opposed to men
16

17. Word of Mouth
1 negative social media
review can cost you 30
new customers.
A happy customer will tell
3 to 5 people,
but an unhappy customer
will tell more than 20
people.
17

18. Proactive Competitive Advantage
• Credible service reviews
• Automated “Organic Slow
Drip”
• The Google Black Hole
• Implement before you need
it
18

19. How Are Major Review Sites
Cracking Down On Consumer
Reviews?
•
•
•
•
•
Google Purge | Yelp Filters
Too many too fast
Replication
Incentivizing
“Active” user?
19

20. Testimonial Review Pages on
Dealer Site
Not ranked on first page of
Google for the Dealers name
(example Presto Reviews)
Google prefers validated content,
REAL reviews on 3rd party
review sites…NOT the dealer site
20

21. Why is Yelp
Important?

22. Yelp Is Connected to Siri
50% of all Smart
Phone Owners
have an iPhone
22

23. For Yelp
No Pay – No Review
The only way to counter that…
Continuously submit reviews. This lowers
your risk of having a yelp account left with
only negative, or no reviews at all.
23

24. Are Your Reviews Visible on
Multiple Review Sites?
Be wary of reputation management
companies that place positive reviews on
your website ONLY.

25. SEO Algorithm Incorporated
Into Review Sites
Google incorporates
your online
reputation into the
ranking algorithm.
This can lower your
overall Google
ranking.

26. Top Review Sites
To be successful, you
must be seen on these
review sites:
•
•
•
•
•
Yelp
Google Local
CitySearch
Yellow Pages
Yahoo Local

27. Consistent Name, Address and
Phone Number across the Top
Review Sites
Need to Check how your dealership is seen
online on Review Sites, Maps and Apps?
Visit:
www.erepbuilder.com/scan

28. Claiming Your Sites
It is imperative you claim ALL review sites with
consistent credentials (Name, Address, Phone)

29. Where Do You Rank?
Review sites with too much negative
feedback, or dealerships not found on
highly ranked review sites, will be moved
down the Google search stack and
compromise their competitive advantage.
Dealers miss the pivotal opportunity to
get a review on the review sites that
Google says are credible.

30. Address the Negative…
A negative review
will pop up in 35%
of the searches for
your dealership

31. Step Up to the  Use interactive HTML
email to contact your
Plate
customers and ask
them for a review.


Ask Your Customers
If They Are Happy
Link them to 3rd party
review sites.
Give them an
opportunity to
complain to you 1st

32. Both Service and Sales customers
should be contacted
•Interactive HTML
•Mobile friendly email
•Offer links to 3rd party
review sites
•Ask for the review
• See if they’re happy
32

33. In all your emails, provide a
way to get feedback Privately
OFFER NOT SATISFIED BUTTON
33

34. 34

35. This is an ACTUAL Not Satisfied
review that was submitted about
one of our clients:
“Ur the biggest @#*!% scumbag on the
face of the planet I hope u die and
everyone that works for u also. Please
use a hand grenade in the middle of ur
dealership and make sure everyone that
u kno and works for u is standing there”

36. Email Challenge
No matter how many emails are sent
out on your behalf, only a small
percentage make it past the spam
filters.
•To a customer list you should see a
5 to 20% open rate.
•To a prospect list you should see a
1 to 4% open rate.

37. When to ask?
The best time to ask
for a review is within
48 hours of the
customer being in the
dealership.

38. Fix the
Problem
• After a sale, only 4%
of unhappy
consumers will
complain to you
• 90% of customers will
come back to your
dealership if you
address their concern
immediately

39. ORM Providers Miss the
Magic Customer Review
Opportunity
Goal: Most ORM providers are leading
Dealership customers to the dealer site
FIRST to share a review.
This is not going to help you with
Google and Yelp.

40. Dealer Site or 3rd Party Review
Site
Why lower the ability to get positive reviews on
3rd party review sites where prospects are more
likely to find believable reviews and select your
dealership?
Car Shoppers are skeptical of Dealer website
reviews. Not as credible as 3rd party review sites
like Yelp, Google Local, etc.

41. Allowing customers to post reviews from the dealership
including a mobile device used by the sales associates.
According to a Google forum, reasons why companies may
have their reviews removed and filtered:
• Too many review posts in a single day or even in a single
month
• Reviews that are generated from the same IP address (think
‘iPads and review stations’)
• The same reviews on multiple 3rd party listings
• Posting on your customers behalf – algorithms are tracking
location of published review
41

42. Only asking for positive reviews
• One of your greatest missed opportunities is
stopping a complaint before a damaging
customer opinion is posted on a 3rd party
review site
• Customers who comment directly to you do
NOT post feedback on 3rd party review sites

43. Being Reactive
versus Proactive
• Keep in mind that online reputation
management is one of those things that works
much better if you implement it before you
actually need it

44. It is NOT OK to pay for a
review or hire someone
to write reviews.
• Anything but an honest review from a real
customer is provocative and could have your
dealership review site shut down.
• Yelp said it will now start posting visible
consumer alerts on websites suspected of
soliciting reviews-for-hire to boost ratings.

45. Sending out mass emails asking
for reviews
•Do not launch mass email campaigns to all unsold
internet prospects in CRM asking for reviews.
•CRM’s are not capable of sending out mobile-enabled
emails.
Solution: send out mobile-enabled
emails to previous customers in
slow organic drip.

46. Worry About Customer Fatigue
Myth: Customers do not want to post positive sentiment
after their transaction at the dealership.
SOLUTION: email your customer and ask for a review on
3rd party review sites to increase positive feedback and
prevent distasteful complaints from going online.
Best Practice: Take a copy
(jpeg) of your 3rd party reviews
and place on the dealer site.

47. Send out an email asking for a
review without someone monitoring
that account to respond.
A manager should
respond to any
complaints
immediately.

48. Prevent Negative Reviews
Tell your customer
if Unsatisfied, to click
on …
We distribute the Not
Satisfied notifications to
multiple key contacts in
the dealership.

49. Monitor, Listen and Act
Proactively monitor your online reputation,
communicating and listening to your customers and
acting immediately when a negative review or complaint
is initiated.

50. Claim Your Name
Be sure to claim your
Google Places and Yahoo
Local pages with a
consistent business name
and location.
Populating them with content such as images and
reviews will help prospects find your business online.

51. Build Reviews on Sites That
Google Ranks Highest
Fact:
35-40% of all searched
performed that lead to an
organic click-through to
your website come from a
direct search of your
company’s name
51

52. Focus on Local Search
• Prospects will search on
the type of business and
a specific geographic
location
• Third party reviews
are a key ranking driver
in prospect opinions
52

53. Choose an email service provider
that’s measurable with clear
reporting.
Have you noticed CRM providers don’t give
deliverability reports?
53

54. Make sure your emails are
mobile enabled
54

55. 55

56. For More Information
Contact:
Peter “webdoc” Martin
941.756.1932 office
954.205.7716 cell
peter@cactussky.com