Building a local business on the strength of reviews

On this blog we have often focused on how people should find and evaluate local businesses. Of course we believe that WhoDoYou is a great way to find trusted recommendations for local service providers.

But what if you are looking to be found? We have lots of small businesses approach us to understand how WhoDoYou can help their business grow, and often we hear a degree of frustration in the dizzying array of choices, services and options. There are reputation management companies, listings specialists, and campaign managers. As if that weren’t enough, it is increasingly becoming clear to small businesses that they MUST have a strong “review footprint” online.

By review footprint, I mean the ease with which users can find out information about you on various media, platforms and locations. It has become common knowledge that positive, high quality reviews can have a big impact on your bottom line, so if you don’t have many reviews, you may want to get started today.

We always suggest that businesses make sure, first and foremost, that their profile information is correct and up to date on the review sites. But that’s really table stakes – what’s most important is to encourage your customers/patients/clients to contribute their honest endorsements.* Never ask someone to lie, and never (we mean ever!) pay for people to write reviews. Aside from the fact that it’s wrong, the consequences of being caught can be devastating.

It can often be hard to motivate customers to write reviews, since people are busy and have lots of priorities. So, we’ve seen a few things help with the response rate for writing reviews:

  1. Get them at the ‘moment of truth‘ – or put another way, try to prompt your customers right after you provide service. Not only will the experience be fresh in their minds, but also the request will be made in context. And generally speaking, people do want to support businesses, particularly local ones, if they’ve done a good job
  2. Ask for specific feedback – if you are an electrician that takes pride in your punctuality, ask customers to let others know how much they appreciated you being on time. Or if you’re a doctor, feel free to suggest that patients speak about your bedside manner. Again, don’t write it for them, but feel free to prompt (recognition is always easier than recall…)
  3. Remind, remind, remind – As we’ve already established, most people are simply not review writers. There are always people, however, that would write a review if prompted at the right time, and in the right way. So without being pushy, remember to remind them to pay it forward – some percentage always will.

Now this blog post would not be complete without mentioning WhoDoYou. Specifically, where do we fit in this environment of reviews that build up local businesses? Well, we are great believers in the power and authenticity of conversations on social media. That’s why we focus much of our time on surfacing the recommendations already made between friends and within existing groups.

We also encourage WhoDoYou users to write structured reviews, because it’s a way of sharing opinions on WhoDoYou without being asked by a friend. Essentially, this is the equivalent of being asked by a business. And one of the most powerful ways to extend the reach of these reviews is to share them on social media – the exposure and long-lasting effect is hard to quantify, but undoubtedly powerful.

So, if you’re a small business and feeling a bit overwhelmed with this whole business of reviews, relax, try following our 3 simple tips, and watch the referrals start appearing at your doorstep.

Good luck, and if you have any comments, please share.

*Please note, some review sites forbid small businesses from asking for reviews. We think this is absurd. It is not the act of asking which promotes bogus reviews, it is the manipulation and paying which creates fake reviews. At WhoDoYou we strongly believe – if you do a good job, prompt your customers and they’ll write honest reviews. After all, you’ve earned it!

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Reflections on building a great team

For anyone that’s read this blog even somewhat consistently, you know that our primary focus has been on the product value we are trying to build, and the need for a solution like WhoDoYou. While this stuff gets us pretty jazzed, there may be some for whom the local, social search space isn’t so interesting.

And now that we are actively looking to bring on some great new team members, I thought it would be useful to highlight a recent article: http://linkd.in/122sZon.
The primary focus is on the difficulty of hiring, which seemed compelling enough on its own merit to share. In addition, it’s worth talking about this article as a means of highlighting some of the values we like to promote at WhoDoYou.

So, high level, the article describes Google’s big data approach to finding hiring best practices. Biggest surprise #1? There are no consistently good hiring managers (though there are some consistently bad ones). It turns out that hiring successful performers tends to be very, very difficult, and mostly random. Biggest surprise #2? GPA has almost no correlation with successful performance. Although this one didn’t surprise me so much, it’s an important reminder that people change a lot over time. Looking at one’s degree, or GPA is only one small factor in considering a person’s potential contribution to an organization.

Finally, what does this say about the values of WhoDoYou, and our desire to build a great company? Well, it may sound pretty basic, but we like to think of ourselves as a fairly humble group. We work hard, push the limits of what’s possible to do – technically and otherwise – and are open to great people of all types. We believe there is not a single mold for greatness, and if there is, we certainly haven’t found it.

With that said, we are currently looking for great talent. If you are passionate about helping people find great local businesses, love social media, and want nothing more than to delight customers (or if you’re a super-geek developer who eats code for breakfast), then please drop us a line to feedback@whodoyou.com. We want to speak with you!

As always, thanks for your comments and feedback,
Yoav and the WhoDoYou team

What are the top recommendation requests on Facebook?

Facebook handles one billion search queries every day. That’s a heck of a lot of searching, and you might be wondering what people are searching for, and what are they finding? Well, social search is rapidly moving beyond keywords and tags to people wanting answers to specific questions, such as “Can anyone recommend a good mechanic to fix my car?” WhoDoYou is leading the charge to provide great responses to these kinds of questions by collecting and organizing recommendations from friends, groups and the local Facebook community.

An interesting by-product of our method for gathering questions and answers about great businesses is the ability to see what service provider categories are most requested on Facebook (only in relation to local business recommendations). We are happy to share – mostly to satisfy curiosity – that the number one category people search for on Facebook is, drumroll please… Dentist!

It makes sense if you think about it because most people who are searching for a local provider prefer to get suggestions from their friends. While some categories might not be a fit for asking a Facebook friend – you can use your imagination here – there are others which make a lot of sense. Dentist is one of them. You want to find a dentist that your friends trust, rather than sit quivering in the dentist’s chair afraid to open your mouth because you picked your dentist blindly out of the Yellow Pages.  Obviously there are many more insights we are gathering, and we’ll be happy to share more info with you over time.

Stay tuned for more interesting updates and don’t forget to subscribe to the feed if you’re interested in hearing more.

Yoav and the WhoDoYou team

What Gets Us Excited?

When we founded WhoDoYou, our mission was to create a trusted place to find great local businesses recommended by friends & neighbors. So, it isn’t surprising that one of the things that gets us most excited is seeing people use our service and finding providers they can trust.

Traditionally people search for a service provider based on proximity or availability. Very often we lack information about whether the provider is actually someone who has given good service to a friend, or someone you know. But directory- based search has begun to take a backseat to social search. Most of us want more than just a phone number or a warm body. We want someone we can trust, based on a personalized recommendation. These word-of-mouth recommendations are at the very heart of what WhoDoYou is about.

FB recos from web (Copy)

As we continue to evolve the WhoDoYou service and improve the site, one of the things that we look at most carefully is how successful our users are when they come to find a local service provider. We’re excited to say (and a little proud) that lately we have found that most people who come to the site end up finding someone in their area that can help them with a local service. This makes us super happy. Here’s what a recent user wrote to us, unprompted:

“Thank you to WhoDoYou for your recommendation – Mishaan Plumbing – they were here EXACTLY when they said they would be. Finished the job, cleaned up after and were well priced!!!”

We hope WhoDoYou makes it easier for you to find great local businesses and as always we welcome your feedback! Just email feedback@whodoyou.com.

Yoav and the WhoDoYou team

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Social Referrals to Commerce Sites are Tiny

Social Referrals to Commerce Sites are Tiny

As huduyou grows to be a valuable resource to the community, it can sometimes be worth stepping back to think about where we fit in to the larger picture. This chart drives one amazingly powerful conclusion: there is a big gap between the amount of referrals (commerce-influencing behavior) on Facebook, and the value being accrued by those referrals.

In essence, the huge rise in commerce being driven through Facebook is still in the earliest stages of a revolution. We believe there is a great need for apps to help structure and streamline these social referrals. And because the need, and the audience size, is so significant, we also believe we are well-positioned to help put some order into this market.

Hope everyone had a great Thanksgiving, and I look forward to posting more regularly in the coming weeks.

Yoav