Everyone's a Critic: Winning Customers in a Review-driven World

Portfolio/ Penguin, 2014 - 246 pages
The Yelps and TripAdvisors of this world are here to stay. How can a business owner fight back? Eighty percent of consumers now consult online reviews before making a purchase. These days a disgruntled but ignorant customer on Yelp might have more clout than any expert guidebook, magazine article, or newspaper critic. Business owners feel they are at the mercy of these companies' algorithms, with little to no recourse when unjustly bad reviews damage their bottom line. But some savvy businesses have figured out how to fight back. The winners in this new marketplace are finding ways to use reviews - both positive and negative - as their competitive advantage. In Everyone's a Critic, Bill Tancer draws on case studies, field research, and never-before-published data to create the definitive guide for the business owner. He offers valuable insight for anyone seeking to make the most of their online consumer reviews, including the little touches that have outsized impact on positive reviews; how to deal with bad reviews; how to spot reviewers who are trying to take advantage of you. Consider- A Los Angeles barber who found a way to make one-star Yelp reviews part of his branding strategy How a New York City locksmith became the highest rated on Yelp and Angie's List in just six months A Bay Area optician who analyzed his competitors online reviews to find his market niche How a small South African hotel chain has been able to capture the top 3 rankings for hotels in London on TripAdvisor, beating more than 1,000 others, through obsessive attention to online reviews. Tancer shows how online reviews can be a huge help, not a burden, to business owners and managers - once they learn how to leverage them. 'Terrific! Amazing! Fantastic! Reviews are everywhere and their commercial importance is growing. Bill Tancer masterfully unveils what's behind the 'critic economy' so businesses can benefit - and not be bludgeoned - by ubiquitous reviews. Bravo!' Kenneth Cukier, coauthor of Big Data'With Everyone's a Critic, Bill Tancer has hit the business book superfecta by writing one that is important, timely, useful, and fun to read. Whether you are a business owner, a marketer, or just an ordinary consumer like me, you will love his exploration of the online reviewing phenomenon that has transformed the competitive landscape - and that businesses ignore at their peril.' Bo Burlingham, author of Small Giants'A great guidebook to the most influential and most misunderstood online marketing channel.' Martin Lindstrom, author of Buyology and Brandwashed'If you're in business, it's indisputable that reviews matter - a lot. Read this book NOW to understand how to tackle reviews - the good, the bad, and the ugly. Then leave your own review!' Dave Kerpen, author of Likeable Social Media'The old adage of 'The customer is always right' is now 'The customer is always reviewing' - and business owners better be prepared. Fortunately, Bill Tancer has created an essential guide to the new world of online reviews. From dealing with bad reviews, even to the point of embracing them, to natural steps to ensure good reviews flow, this is a five-star must-read.' Danny Sullivan, founding editor, Marketing Land

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À propos de l'auteur (2014)

Bill Tancer is a New York Times bestselling author and the general manager of global research at Experian Marketing Services. He is a frequent guest on CNBC and Bloomberg and has been quoted by major publications about online consumer behavior. He previously wrote a weekly column for Time titled "The Science of Search." He lives in San Mateo, California.

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