Online reputation management and making the most of TripAdvisor

What we will cover:

- Why does this matter?

What we will cover:

- Why does this matter? - Online reputation strategies

What we will cover:

- Why does this matter? - Online reputation strategies - Power of Trip Advisor email marketing

& the trip Advisor impact on organic search

What we will cover:

- Why does this matter? - Online reputation strategies - Power of Trip Advisor email marketing

& the trip Advisor impact on organic search

- Trip advisor reviews and how to respond to them?

What we will cover:

• Why does this matter? • Online reputation strategies • Power of Trip Advisor email marketing

& the trip Advisor impact on organic search

• Trip advisor reviews and how to respond to them?

• What other review sites should we pay attention too?

“HELP”

http://www.tourismtribe.com/athoc/

Benefits of joining Tourism Tribe:

• Part of a community of over 300 tourism businesses

• 24/7 access to digital marketing resources, training and experts • Participate in online training sessions

exclusive to members • Opportunities to network and collaborate

WHY?

96% of travellers start their planning with a search online

Source: 2012 Google Study

Travellers more likely to see what others say about your hotel before what you have to say about your hotel

Your reviews and online reputation is one of the upmost criteria for making a final decision

Higher ratings means you have a good reputation automatically driving demand

According to TripAdvisor, 93% of people find reviews important when choosing hotels

53% would not book a hotel without having a guest opinion

Your online reputation needs to become an essential part of your marketing mix

Online Reputation Management

22

•“Sensis Social Media Report revealed 74% of social media users read online reviews

before making a purchase.”

23

Trust is in the consumer

24

Best way to get reviews

25

26

Do you know what people are saying about you online?

“No longer acceptable to have a few great reviews on one platform and expect

everyone will read there.”

27

Monitor your feedback

28

Let’s take a look at Cambridge Hotel

How to monitor your feedback

•www.Google.com/alerts

1. Enter terms “if more than 2 words”2. Confirm your email3. Will be delivered to your email

30

How can I assess and respond?

1. Who – Who responds, who reviewed2. What – What was it about? What are we

going to do about it3. Where – Which medium did it appear?4. When – Posted, found, responded to5. How – How will we respond

31

FAQs

1. Shall I respond to every review?

2. I have received a negative review which wasn’t justified, can I remove it?

3. Can I pay or reward people who leave reviews?

4. Do I have to pay to be listed on online reviews?

32

Honesty, Integrity, Excellence

33

ADDITIONAL RESOURCE:

ACCC WHAT YOU NEED TO KNOW: Online Reviews-a guide for business and review platforms

34

Key Learning Outcomes: What TripAdvisor is and how it can

benefit your tourism business Why you can’t afford to ignore it How to make the most of your listing How to deal with negative reviews How to encourage reviews, particularly

positive ones

35

What is TripAdvisor?

www.tripadvisor.com.au

36

TripAdvisor is a website that contains advice, opinions,

reviews and information on travel destinations and related

products and services worldwide.

Some Facts & Stats

37

320 Million review globally 6.2 million businesses across 128k

destinations More than 53 Mil candid traveller photos 200 New contributions posted per minute More than 85% of questions are replied to

by other travellers

TripAdvisor Mobile

38

Users have downloaded the app more than 290 Million times

Nearly 50% of users visited TA via tablet or phone

TripAdvisor Mobile Innovation

39

“Near Me Now” find nearby restaurants, attractions and hotels on the go

“Offline Feature” Allows travellers to download TA reviews, photos and city maps

“Neighbourhoods” Allows TA users to discover and explore neighbourhoods within popular tourist destinations

How does TripAdvisor work?

Built on user-generated content Reviews and tips posted by registered

users Registered business owners can respond

to reviews Used as a resource by travellers to

inform their decisions

40

TripAdvisor Features Instant booking via global partners including

Expedia, Orbitz, Travelocity, hotels.com, Booking.com

Hotel comparison allowing for real-time hotel room prices and availability

Tours feature presented with up to 3 tour options via Viator

Forums enables members to ask for and share their experience

41

How does TripAdvisor work?

Ranks destinations, restaurants, hotels and other travel related products

Products/services ranked on the site within their category and location based on the number of overall positive reviews

42

Is it valuable?

43

44

LakeCrackenback Resort & Spa

http://www.lakecrackenback.com.au/

Why does TripAdvisor work? People place an enormous value on

customer reviews and like to see them before they purchase

Increasingly we trust peer reviews more than traditional forms of advertising

TripAdvisor facilitates this sharing of experiences

45

Reputation Management

46

Management Centre

47

Management Centre

48

Benefits of TripAdvisor

Exposure on one of the largest travel review websites

Connect to the 60 million visitors per month who use the site

Free to use (unless you sign up for a paid listing)

User-friendly and quick to set up49

Benefits of TripAdvisor

Registered business owners can respond to reviews of their product

A business listing with regular positive reviews is a cost effective, efficient and credible way to reach potential customers

Feedback helps to identify any improvements that could be made

50

You can’t ignore it! Even if you have not registered your business

on TripAdvisor, anyone can request that a listing be created for your business so they can review it.

It makes sense to at least monitor reviews of your business and respond where appropriate.

51

TripAdvisor on your website Have TripAdvisor reviews appear on

your own site to: keep potential customers on your site give them confidence to book with you

Embed (place) the content using a ‘widget’, a small application.

52

TripAdvisor on your website

The content will then appear twice: on TripAdvisor and on your website.

To do this you will need access to your files or use your content management system (CMS).

53

Dealing with Negative Reviews Average reviewer not average customer More likely to review if very happy or

dissatisfied although reviewing is becoming more mainstream

Users are most interested in a ‘typical’ experience rather than the odd negative review

54

Dealing with Negative Reviews Most interested in how you handle a

complaint rather than what one unhappy customer has said.

Negative reviews should be responded to promptly, following the social media protocols you hopefully have in place.

55

56

Dealing with Negative Reviews

Remain courteous and professional Stick to the facts - don’t get personal Thank the reviewer for providing feedback Explain what is being done to rectify the

issue Responses must meet TripAdvisor policy or

they won’t be published

57

More reviews lead to higher ratings

58

Reviews are mostly positive

59

Be proactive

“Minimise the impact of negative reviews by showing your product in a very

positive light – use photos, videos and descriptions as part of your listing.”

60

New Feature – review express

61

Management responses matter

62

Management responses matter

63

64

Dealing with Negative Reviews

Potential for reviews that are unfair or exaggerated – no different from a visitor book but these are very public!

You can ask TripAdvisor to investigate and remove reviews if they are defamatory.

65

Encouraging more reviews More reviews = more accurate overall

picture of your business. Ask customers to write a review for you

as a matter of course:• when checking out • follow-up email to them including a link to

your listing on TripAdvisor

66

Encouraging more reviews Ensure your listing is easy to find - check

your details are correct and add photos, videos and descriptions.

Offering money or inducements for reviews is against TripAdvisor policy.

DON’T FORGET YOUR WEBSITE

67

Visual love into your listing

68

More positive reviews

Maximise likelihood of positive reviews through exceeding customer expectations.

Give your customers the opportunity to bring any negative feedback to your attention during their visit.

Resolve issues before they share online.

69

Trip Advisors Algorithm

Trip Advisor only discloses 3 key ingredients to the algorithm:

1. The quality2. The recency3. Quantity of reviews

70

Summary

71

TripAdvisor is the most popular reputation management tool for tourism businesses - allows both sides of the story to be told.

You don’t have to register your business on TripAdvisor to already have a profile – you can’t avoid participation!

Responding to negative reviews promptly is vital

QUESTIONS?

Did you love this session?https://www.facebook.com/DespinaKaratzias/reviews

“If you never ask the answer will always be NO”

Don’t forget your FREE membership

http://www.tourismtribe.com/athoc/