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Brianne Kimmel
@briannekimmel
, 8 tweets, 3 min read Read on Twitter
In 2019, every company needs a customer review strategy

87% of people say a review influences their decision to purchase a product, but only 3% of consumers write reviews.

Here's a look at how some companies are using in-product reviews & others are paying for fake reviews!
Reviews are a trusted source for information.

Reviews and opinions are a top source people trust for information about products, services, brands and organizations.
Reviews build community and trust.

Rent the Runway has a comprehensive library of reviews for each product.

Users share height, weight, body type and detailed reviews to improve the overall shopping experience. Reviews are part of the core product experience.
Reviews help companies choose the right tools for their business.

B2B software buyers use reviews to improve internal processes for RFPs: find new vendors, ask smarter questions and influence stakeholders w/ external validation.
Here's the problem...

Companies can easily find shortcuts and ways to game consumer trust.
But, consumers are catching on.

Consumers can make $5 for writing a positive review without ever trying a product.

There are subreddits, invite-only Slack channels, private Discord servers, and closed Facebook groups that connect brands w/ fake reviewers.

buzzfeednews.com/article/nicole…
Review platform Yotpo analyzed 3.5M emails & discovered incentives increase review submission rates up to 106%

For example: e-cigarette maker Juul uses paid referrals & reviews as a primary growth lever

Incentivized reviews have the biggest impact on food & tobacco products.
For companies, this is a good reminder that there are no shortcuts for building trust with customers.

Every interaction we have with our customers is critical.

Learn more about the new sources of truth in my latest essay:
briannekimmel.com/distrustgonevi…
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More from @briannekimmel see all

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Brianne Kimmel
@briannekimmel
Thread: Expedia is a great example of how software can disrupt large, antiquated industries by

* Aggregating supply
* Removing middlemen
* Giving tools to consumers
* Holding supply accountable

This applies to any sector w/ middlemen, low transparency and dated systems.
Expedia started as an internal project at Microsoft focused on advanced search technology.

It aggregated hotel, airline and car rental information that was highly fragmented and only available to travel agents.

People doubted that consumers would want to book their own travel
Travel Weekly on Expedia's launch:

"There may be a small percentage of do-it-yourselfers who want to book electronically, but most people think their time is too valuable"

It was not obvious that everyday people could book their own travel.
Travel agents were trained experts!
Read 8 tweets
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Brianne Kimmel 💬
@briannekimmel
Shocking fact: Millennial men are less likely to work than any other age and gender demographic in America.

Today, there are 500,000 young men missing from the U.S. workforce.

Research suggests video games & improved leisure tech plays a role in the problem. 👇 Thread:
Following the 2007 to 2009 recession, 25 to 34 year old men exited high school with fewer middle-skill job opportunities than years prior.

During this time, we saw an increased number of men living with parents & choosing unemployment over lower paying jobs.
It's estimated that 24M millennials live w/ their parents.

1 in 4 living in their parents’ home neither go to school nor work.

What's more surprising? 9 in 10 who lived with their parents a year ago are still living there w/ no plans to leave.

bit.ly/2FkCZEO
Read 10 tweets
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Brianne Kimmel 💬
@briannekimmel
The fastest growing software companies have something in common…
They started with no sales team aka product-led growth 🏆

When I talk to founders today, it's easy to get addicted to self-serve revenue. But here's the problem: Self-serve rarely lasts forever.
Self-serve SMBs churn at a much higher rate than Mid-market and Enterprise customers. This is especially true if you’re selling to other startups or tech companies who typically try a number of free tools and ultimately choose based on price, feature set and relationships.
Self-serve users have a low expansion rate. While free trials are effective for driving new user sign-ups, keep in mind these users are less loyal, less engaged, and less likely to change plans or add premium features.
Read 7 tweets

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☭Comrade Nambiar☭
@DasComrade
People regularly come over and ask, "What is Communism? Why is it considered so Dangerous? Why does it look like it is disappearing? How can I be a Communist?" Well, here is a condensed guide to #Communism
1. Communism, Marxism, Socialism are all concepts of "Left" ideology and have their roots in the Political, Economic and Philosophical foundations of German Philosopher Karl Marx. This is as we understand Left thought today.
2. Marx and Engels were the first to articulate what Socialism and Communism is. Vladimir Lenin added Revolutionary Theory to it giving you Marxism-Leninism and finally Mao added his contributions to give you Marxism-Leninism-Maoism. There are many other branches though.
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Charity Majors
@mipsytipsy
"People leave bad managers, not bad jobs" -- really? @kninki deconstructs this maxim from the perspective of her own time as a manager, and finds reality is much more complicated.

medium.com/@nikknight/pat…
... Oops, got interrupted. What I was going to say is: a truly good manager will be honest with you and tell you when it's probably time for you to leave for your own sake.

Even if they desperately would like you to stay.
This is somewhat controversial, and I accept that. I'm not sure how right I am. But.

A tech lead's ultimate priority is the success of the tech. A people manager's ultimate loyalty is to the growth and development of the people on their team.
Read 14 tweets
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Tiago Forte
@fortelabs
1/ We have 63 badass productivity geeks from around the world enrolled in my and @TaylorPearsonMe's Annual Review workshop this weekend. I wanted to outline my thinking on year-end reviews here, and why I think they're so critical
2/ Extensive research has shown that there are two moments in any experience that define your memory of it: the peak and the end (the Peak-End Rule). You can't do much about the peak of 2018 at this point, but the end is absolutely in your control
3/ Who cares how you remember 2018? It was a year in your precious life, a stepping stone to everything you are and will become. You literally have the opportunity to (re)tell the story of what it means, what you learned, what you will take with you into 2019
Read 17 tweets
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Diana Erkiletian
@derkiletian
“People are dying in vain because this country isn't holding their end of the bargain up as far as, you know, giving freedom and justice and liberty to everybody”
~Colin Kaepernick
“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color”
~Colin Kaepernick
Ppl don't realize what's really going on in this country. There are a lot things that are going on that are unjust. Ppl aren't being held accountable for & that's something that needs to change. That's something that this country stands for: freedom, liberty & justice for all
~CK
Read 35 tweets
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Michael Koolidge
@koolidge
Here's the #Facebook "scandal" in a nutshell:
(1/10) In 2004 Mark #Zuckerberg creates essentially the biggest single advertising platform of all time.
(2/10) Facebook's genius is that instead of advertising that's coupled with original content (TV, radio, print, other websites) the "original content" of FB is the audience itself, as they "connect" with each other.
(3/10) Like any & every business, ever, at some point FB needs to find a way to get people to voluntarily give them lots of money. Who though? Well, companies/entities that want to influence groups of people to do things (duh).
Read 10 tweets
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Aditya Khanduri
@AdityaKhanduri
0/ So I have a #strategy quiz tomorrow, and while making notes I thought I will create a #tweetstorm with the major interesting take aways.

I am doing this coz it is also a great way for me to learn (as mentioned by @farnamstreet in this blog: fs.blog/2012/04/learn-…)
1/ A company can outperform rivals only if it can establish a difference that it can preserve. It must deliver greater value to customers (cost advantage) or create comparable value at a lower cost (differentiation), or do both.
2/ Activities are the basic units of competitive advantage.
Read 16 tweets

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