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The best time to capture a review from a happy customer is while they are with you at your place of business. As soon as your satisfied customers leave your building, the likelihood that they will place a review on Google Places is reduced.  Business owners have been struggling to establish easy processes to increase their direct Google Places reviews.  Solutions are on the way!

Google introduced Google Hotpot as a way to simplify posting reviews on Google Places.  Until recently there was no convenient way to post a review on Google Places from a mobile device.

Before this app was available, it was a painful process to post a review on Google Places from my iPad.  This new app solves that issue and opens the door to empower business owners to collect more reviews.

Google has just published their Google Places App which is available for download on the iTunes store.  This app will bring a significant change to how reviews are posted directly on Google Places.  It will also bring direct competition to Yelp.com and other platforms that have similar mobile ratings apps.

Google Places does roll-up reviews from many different review websites but my recommendation is that if you need a place to start your IRM process, begin with posting reviews directly on Google Places.

Collecting Reviews Using HotPot

For business owners, this means they can load an iPad or iPhone with the Google Places App which gives them an easy, one click path, to their business listing ratings page on Google Places.

The Google HotPot technology will automatically show all businesses near the location of the mobile device. If you have not played with Google Hotpot, get busy.  It really makes posting reviews for any business a breeze.

For car dealers,  imagine if during the sales and service processes you ask your customers is they have a Google Account. If they do, you can pass them an iPhone or iPad on the public 3G network and ask them to post a review using their gmail account.

The Google Places App makes it so easy for the customer and they are using their EXISTING Google email. You also have no IP address issues that prevent dealers from getting in store reviews from sites like DealerRater.com.  In reality, Google wants consumers to post reviews on the spot.  Did you enjoy your meal?  Post a review.  Did your oil change go smoothly?  Post a review.

I wonder if DealerRater and other automotive specific websites will start to release mobile apps and unshackle car dealers from the duplicate IP address issues that are antiquated.

Soon, you won’t have to pass them an iPad you can just ask them if they downloaded the Google Places App and they can vote from their own phone.  This new app will significantly increase reviews on Google Places.

You Can Also Send Customized Emails

While you are implementing the mobile review process outlined above, you can also craft a special email to your customers that have given you a Google “gmail” address on their customer file.  Since they have a Google account, sending them a link to your Google Places review page. This brings your customers one click away from being able to post a review.  Your email template for these customers should state that since they are Google users, they don’t have to create an account to post a review.  Let them know that its fast and simple.

So if you want more positive reviews, create a mobile strategy for your business and have your customers review your business while they are with you!  Are you ready to be the business in your area with the highest number of reviews on Google Places?  The race is on!

Watch The Google Places App Video

It’s hard keeping pace with Google in the past month.  Google Instant, Google Preview, Google Boost, and now Google Hotpot. It seems that I’m chasing Google’s product team to understand the implications of all these new tools for search marketing.  The latest tool, Google Hotpot, is a streamlined interface for location based reviews.

Location based applications are a hot segment of the market and Google is moving fast into this space to become a dominant player in consumer reviews and feedback loops.  Google Hotpot takes the data from Google Places and the reviews from other consumers and places them in a simple interface that anyone can use.

Getting Started With Hotpot

The first thing you will need to do is to create your account.  Click through on this link to get started:  http://www.google.com/hotpot

If you have a Google Account, just login and you will be asked to create a screen name.  This is your public “reviewer” name so you can get creative at this point or use your real name.  From the screenshot below, you will also see that your default start-up account needs a photo as well as some basic information.  I decided to use my actual name so my Google HotPot account.

Once you create your account you can start rating local businesses and places nearby.  You are presented with a search box and you can start by reviewing your favorite places.  You have unlimited 1-5 star ratings and initially you only get 10 “Best Ever” stars, which is a special rating.  I’m not sure how the “Best Ever” ratings will pan out but since they are limited, they may be weighted heavier.

Google HotPot Targets Review Websites

The default search is restaurants and so Google is taking aim at the most popular ratings engines like Yelp.com and CitySearch.com. Google also knows businesses that you rated in the past.  For example, you will see that my review count started at eight even though this is a brand new account.  This is from past reviews that I used with this Google email address on Google Places.

Hotpot takes all of Google Places‘ ratings and reviews features and adds a more personal touch. Currently, Place Pages mostly aggregate review data from sources such as Yelp. With Hotpot, users will be encouraged to rate and review businesses directly from their Google-linked profile. Users’ ratings and reviews are tracked with a counter at the top of each profile, and likes and dislikes are remembered and used in Google’s recommendation engine.

When you post a review, you photo will now appear next to the review as shown below:

Looking At Recent Trends

How does this apply to car dealers?  Think stars! The progression over the past few months looks like this.  Google upgrades Google Places and emphasizes the important reviews.  Then Google integrates Google Places reviews into organic search so business “star” ratings appear for broad business searches.  Search for “Baltimore Honda dealers” in Google to see exactly how that look.

Then Google offers business owners the ability to run pay-per-click ads using their star ratings: Google Boost.  Now, Google is making it easier for consumers to post reviews for local businesses.

In 2011 the most important investment dealers can make is to establish a strong online reputation management process.

Good customer service will be rewarded ten-fold if Google’s Hotpot takes off.  Bad customer service will be placed for all consumers to see for popular search phrases.  Dealers need to start inspecting all business processes and test ways to integrate review posting strategies.

As Google makes it easier for consumers to post reviews from their mobile devices, like Google Hotpot, you should be encouraging your customers to post reviews on Google Hotpot when they are in your store or when you are on the phone with them.  If you are NOT asking your loyal and happy customers, then most likely you will only see negative reviews.

PCG Digital Marketing can assist your dealership implement an Internet Reputation Management (IRM) process and show you how to leverage customer reviews.  Act now because this is one of those rare opportunities to leap-frog ahead of your competition.

Google Video Explains It All

I just returned home from the 8th Digital Dealer Conference in Orlando. I was asked to speak on Reputation Management strategies for car dealers and I uploaded the PowerPoint Presentation for visitors to view on our website. If your dealership would like assistance implementing an effective Internet Reputation Management process, we have a great monthly service package for $595 a month.

PCG Digital Marketing Recognized By Andrew DiFeo

In a recent Auto Dealer Monthly article, ANdrew DiFeo the owner of Hyundai of St. Augustine shares his thoughts on online marketing, reviews and his success online.  PCG Digital Marketing is mentioned in the article as a part of his successful online strategy. Click on the image to read more about Andrew’s online success and our partnership with his dealership.

The article is on Pages 32  and 33 in the May 2010 Issue of Car Dealer Monthly.  You can read the online edition by visiting this link: http://autodealermonthly.epubxpress.com/