A look how to manage, grow and ignite customer content in the form of online reviews, testimonials and case studies. It's content your customers trust and seek out. Prevention given as the closing keynote at the Social Media Rockstar Event 2016.

1. Customer
Content Marketing
Social Media RockStar Event 2016

2. Buyer
Donor
Consumer
Guest
User
Customers
Patron
Client
Member
Student

6. We have always cared
about what customers say.

9. We have always cared
about what customers say.
Now every customer has a
voice. Thank you internet.

16. Why Do These
Things Matter?

17. Trust

18. Tells a story

19. Answers

21. Product Description
• Safe for all floors
• Smooth & quiet rolling
• Modern, stylish
• Lifetime guarantee
• 4 photos
Just 2 Reviews (of 191)
• 6 star product
• “Lamborghini quality”
• Rolls great, perfect
• Great for a 200lb guy
• Works with specific brands
• Raises chair 1 ½”
• Glides silent like the wind
• Won’t scuff floors
• Makes old chair feel new
• 8 photos, REAL photos

22. Find “you”

23. There is no greater persona
focused content than that
written by the persona.

24. Online Reviews

25. 92% of consumers regularly or occasionally read online
reviews

26. 73% Of Consumers Form An Opinion By Reading 1–6 Reviews

27. 69% Of Consumers Believe That Reviews
Older Than 3 Months Are No Longer Relevant

28. Only 13% Of Consumers Will Consider Using A Business
That Has A 1-Star Or 2-Star Rating

29. Perfection of 5-star reviews isn’t best
– PowerReviews & Northwestern University Study

30. 81% of consumers seek negative reviews
– PowerReviews Study

31. You need reviews:
Consistently
Quantity
Quality

35. They are a SERP
mainstay, no matter
the industry
Category pages
“Best” pages
Business profile
pages

39. Niche review sites are very
valuable in your industry.

40. What sites do I need
reviews on?

41. “American Rug Laundry”
Search for your brand
Also brand + reviews
“American Rug Laundry”
Search for your brand
Also brand + reviews

42. “Minneapolis carpet
cleaning reviews”
Search for
geo +
service +
reviews

43. The fear of none
or one.

46. Step one: Become
customer feedback
and complaint friendly.

47. Respond
Remain calm
Own it (empathy)
Know your next step
Don’t lose sight, these are all customer touch points

49. 1. Be ready to handle
2. Make it easy
3. Welcome complaints
4. Resolve them
https://www.getfivestars.com/blog/13-ideas-make-business-complaint-friendly/

63. I ate my lunch in half the
time their feedback
process took.
(25 questions exactly)

64. Ask everyone

66. 1. Personal ask
2. Handout
3. Onsite
4. Platform

67. 1- What their experience was like.
2- Are they likely to refer you.
NPS is an easy “Word of Mouth” index

71. 100 / 40 / 20 / 1
Email requests Opened Gave feedback Online review

72. Strong NPS = Reviews
Optimize for Quality Service, Not Reviews
Net Promoter Score Business #1
NPS 60
Business #2
NPS 90
Open Rates 38.9% 46.7%
Review Site Visits 1x 3x
Reviews Left 1x 6x

73. Asking for feedback
unearths testimonials

77. Review rich snippets
https://www.getfivestars.com/blog/google-updates-schema-review-guidelines/

79. Review rich snippet best practices
1- Display all feedback
2- Place on it’s own page or
location page
3- Uphold credibility

82. Case
Studies
have huge
impact

83. Tell the story of the entire
customer journey. Research,
selection, planning,
implementation, execution and
results.

89. Let me leave you with 3 things.

90. 1. You can take control.

91. 2. Their story IS your story.

92. 3. You can start today.

93. “The ultimate goal of farming is not the
growing of crops, but the cultivation
and perfection of human beings.”
― Masanobu Fukuoka,
The One-Straw Revolution

95. @AaronWeiche
AaronWeiche.com
GetFiveStars.com
LinkedIn
Text me: 612-310-6333