Customer Reviews A Key Tactic for Online Marketing Andy Cohen, CEO, Caring.com May 16, 2012 PRIVATE AND CONFIDENTIAL

Caring.com: The #1 family caregiver site Caregiver Category Leader: The largest Boomer caregiver audience on the web, currently reaching over 2.1 million UVs Content: 3,000+ original, professionally-written articles across all caregiving and eldercare topics, growing daily Community: Largest forums in US Local Directory: 100k listings of Assisted Living, Home Care, Hospice, Geriatric Care Managers and 20,000 reviews

What Reviews Look Like on Caring.com

Online reviews are everywhere

Why Reviews? People trust reviews…. More than half of U.S. consumers trust local businesses after reading positive online reviews.

Reviews Are #1 Consumer Desire for Assisted Living Rank higher than pricing information Help narrow choices, save time, make decisions.

Leading providers are using reviews to their advantage “We know that online reviews are very significant for today’s consumer and making it possible for those receiving care, their families, and others to place them on the site is innovative and important.” - David Weigelt, President of Immersion Active, Internet marketing agency for Home Instead Senior Care. “Customers who are shopping for senior living want to hear what other people have to say. When they look at our site and see reviews of the Emeritus community they’re considering, it gives them yet another reason to choose us.” - Missy Day, Marketing Director, Emeritus With reviews, consumers tell you what matters to them.

How to Get Reviews?

What to Ask: Think Feedback

Where to Ask Promo on your website Facebook page post In your signature In your newsletters and marketing materials Send a special follow- up after a tour or move-in

Collecting Reviews on Caring.com

Anything Goes? Not!

Simple Review Guidelines Don’t post reviews about yourself. Don’t post reviews about your competitors. Don’t buy reviews about you or your competitor(s) Make sure the review website is monitoring (and removing) bogus reviews Your potential customers want authentic insights about other consumers’ experiences.

Monitor & Manage Reputation Search for brand mentions -- visit listings if not alerted by directory. Learn policies and procedures for updating business descriptions and handling negative reviews, factual errors. Use your authority/voice wisely. Demonstrate service quality – even in the face of criticism. Best way to handle negative reviews is with larger numbers of positive reviews

Questions? Please ask: