[Reproduced contents] How to work with online reviews

I've found good point of view about online review, I'd like to share these mail magazine. What do you think?

*Reproduced contents from mail magazine written by WordofMouth.org on MAY 22, 2012

3 tips from Yelp's Kevin Lee on how to work with online reviews

Working with customer feedback and reviews is an essential word of mouth skill. More and more customers are embracing the opportunity to become amateur critics, and each day this collective voice gets a little louder.

For nearly a decade, Yelp has been leading this shift -- and with more than 15 million reviews, they know a thing or two about how to work with them. In his presentation at our word of mouth conference, Yelp's Kevin Lee went through his list of do's and don'ts. Here are just a few of his big ideas:
1. Posting fake reviews just doesn't work

The people who read review sites are smart, and they know a fake review when they see it. Kevin says it's painfully obvious when a marketer posts a fake review for themselves, and it makes them look really bad. And even if you could get away with it for a couple reviews, the risk of getting busted just isn't worth it. Instead, put that energy to good use by offering great service, creating great products, and being so awesome that people can't resist leaving great reviews.

2. Never respond negatively to a negative review

Yelp reminds great businesses every day that it's impossible to please everyone. Ignore the trolls and critics. For the legitimately upset customers, respond and let them know you hear them. But always take the high road and remember that you're writing not just to the individual reviewer, but to the entire community.

3. Act on the feedback you're getting

Companies used to spend a lot of time and money trying to get customer feedback. But now it's online, and it's everywhere. This is a good thing. Use your reviews to find recurring themes in the feedback, incorporate customer ideas into what you do, and double-down on the things customers are raving about. And when you do use their feedback and ideas, tell them! They'll be thrilled to know you're listening and working to make your stuff even better.


Is the discovery shopping era going to come ?

This NEWS was announced in May 17, 2012
▼Rakuten Leads Investment In Pinterest

▼Rakuten CEO On The $100M Pinterest Round: We Want Pinterest Users To Pin Images And Buy Using Our ID

I have worked in Rakuten Travel, Inc. from 2003. I think this NEWS is emblematic of changing of e-commerce.

In Japan, electronic environment was poor and main contents was text In 2000's. But Now, main contents is photo and moving image. Rakuten’s Page is called "Rakuten method" (very long page and many text and photos in one page). This method can show message in one page without re-connection. But these page isn't elegant and fancy.

But I think trend of e-commerce has changed. If we can take in like Pinterest's UI in Rakuten Ichiba(Shopping) and Rakuten Travel(Booking hotels and tickets), we'll provide discovery shopping and booking service to users.

Becoming discovery shopping and booking, We have to change UI and photos of page for ease of doing "Pin it".

So Is the discovery shopping era going to come in Japan and all over the world?


Case study about promotion with using Facebook

This article's title is focusing on Ad Network, but two cases and one new app is introduced about Facebook campaign in the main text.

Facebook: We Have No Plans for an Ad Network

"According to a Nielsen study, Starbucks' fans and their friends spent 8% more in store and with 11% greater frequency than non-fans who were Starbucks customers. (Asked whether Facebook "fans" were already inherently likelier to purchase since many are presumably loyalists of the brand offline, Mr. Fischer said that "engagement and awareness" driven by Facebook fans can lead to offline sales.) " 

▼Dallas(TV Show)
"TNT's Dallas reboot set to debut in June, which already has 650,000 fans and is regularly posting updates in the voice of the rascally lead character J.R. Ewing. The show's timeline is also filled with memorable moments from the show dating back to 1979."

▼Thank Your Mom
-The app invites users to upload family photos and write messages to their mothers that will then be posted to their news feeds.


Let's get started!

I started this blog today. I would like to post my daily life and some news about biz in English!