Thomas Yung, founder and manager of Artiref and My Hotel Reputation, explains in this interview how reviews are an important element in the online presence of companies. Whether it is in comments on product sheets at our favorite e-merchants or on specialized sites like TripAdvisor, whether we write them or consult them, we are all customers of Portugal WhatsApp Number List opinions left on the products and services sold online. On the other side of the mirror, how important are they to businesses? How can they respond to the comments received and use them in their marketing strategy? Thomas Yung spoke on this topic during the last edition of WebCampDay , an event of which he was a long time co-organizer. Founder and manager of Artiref and My Hotel Reputation , he gives us in this interview his advice on how to best use these opinions to exchange with his customers.

Among the many elements of UGC, you are particularly interested in the opinions left by Internet users. What do they have in particular? The messages I am interested in are the testimonials that can be found in the “reviews” sections, whether they are on the Google My Business page, on TripAdvisor, on Pages Jaunes or on the product sheets of e-merchants. Reviews generally consist of a title, a rating and a description. Some are accompanied by one or more photos of the product or the lived experience. Audiences love testimonials, they are a stronger image vector than advertising. We pay less attention to messages from the brand or the chain, but much more to customer reviews, at least when we arrive at an advanced stage of the customer journey. We have moved from interrupt marketing to attention marketing. Reviews are generated by third parties, often former consumers.

Among The Many Elements Of Ugc

It’s User Generated Content. Internet users are becoming more and more fond of these reviews, their volume is increasing, a platform like TripAdvisor claims, for example, 790 million reviews (June 2019). They play a decisive role in consumer behavior. They influence the consumer, so it’s marketing. By submitting a review, the customer becomes a co-producer of content, but this is marketing that we cannot control. Finally, the review is one more thing the prospect reads. We usually say that Internet users no longer read much, that they browse the pages, scan them. There is one thing people are reading, and I’m talking about reading it all, left to right, and that’s reviews. How do they change the conversations between companies and customers? Very often, when the consumer leaves a notice


He is not aware of entering into a conversation. He submits an opinion mainly to share a good experience and to give back to the community which has helped him to consume better. It is above all a conversation between customers. It is even more a testimony than a conversation, Internet users cannot answer each other, cannot exchange. There is hardly that on Facebook, that they can exchange starting from the “opinions” (which are “recommendations” since August 2018). It is moreover this testimony aspect that makes their strength, they are simple and quick to read, synthetic, they offer a rating, we can even obtain a classification. It’s more of a differentiator than a discussion. They become a discussion when the beneficiary has responded to the notice. But it’s a static discussion, set in stone.

How Do They Change The Conversations Between Companies And Customers

What types of businesses are affected? On which platforms? All businesses are affected. They have almost all opened a Google My Business listing. They can therefore receive notices, which will appear in the Knowledge Graph, at the first research stage. These reviews are then “redistributed” on Google Maps, in mobile search results, and to all third parties that use the GMB API. There are also notices from distributors, which are most often secure, because they are linked to an act of purchase. They can be found on the product sheets, they occur at a key moment in the customer journey. Finally, there are platforms dedicated to collecting opinions. They are called trusted third parties. Either they collect, moderate and distribute to help the seller (verified reviews for example), or they do it as a web service, as is the case with TripAdvisor or TrustPilot.

A prospect who reads customer reviews is highly qualified. It is someone who is about to take the act of buying and who is looking for reassurance. He is even in the process of deciding the last choices which are presented to him. He hesitates between 2 or 3 restaurants for tonight, between a Samsung smartphone or a Huawei, between a purchase on commerce or on Cdiscount. A recent Opinionway study for PagesJaunes (November 2016) highlights that Internet users massively consult opinions (78%), that they trust (85%) and that they say they are influenced by them (51%). The impact is immense from a marketing point of view. If the customer hesitates between your product and those of the competition, you have done the job, you have caught their attention, you have created interest, desire.

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