Embracing customer opinionAndy PhillippsChairman

2

My bias:

• Founder/CEO of Active Hotels 1999– Launched hotel reviews in 2000– CEO of Priceline non-US business– Merged Active / Bookings BV to form Booking.com

• Chairman of Toptable

• Chairman of Reevoo

Who is Reevoo? | Reevoo in numbers

pieces of Reevoo content used by consumers each month

750 million

countries where Reevooservices are deployed

18

businesses use our socialcommerce services

150+

average sales uplift from our services

18%

Who is Reevoo? | Example Clients

5

• The benefits of using reviews• Some dilemmas of using reviews:

– Passive versus Active– In house or 3rd Party brand– Bad reviews

• Beyond Reviews

Agenda

of people read reviews before booking.88

% Fly Research, September 2011

Beyond the basics | Reviews are integral to travel bookings

77

Beyond the basics | Optimised hotel reviews increase conversion 3x

88

Beyond the basics | Optimised reviews increase traffic from all sources

9

Example of Destination Reviews

10

11

• The benefits of using reviews• Some dilemmas of using reviews:

– Passive versus Active– In house or 3rd Party brand– Bad reviews

• Beyond Reviews

Agenda

1212

Beyond the basics | Proactive engagement makes a huge difference

One company asked for reviews and the hotel scored

Scores for the same selection of hotelson two different sites:

One company waited for reviews and the hotel scored

7.3out of ten

8.6out of ten

1313

Beyond the basics | Proactive engagement makes a huge difference

Passive collection

26%of reviews are

negative (below 5/10)

Proactive collection

6%of reviews are

negative (below 5/10)

More content equals more conversionsC

ON

VER

SIO

N R

ATE

(%)

5.0

4.0

3.0

2.0

1.0

00 1-10 11-20 21-30 31-40 41-50 51+

REVIEWS PER PRODUCTPLUS: an ongoing informal review

Is it important to use an impartial 3rd party to collect reviews?

70%

60%

50%

40%

30%

20%

10%

0%Very Quite Not

Consumers prefer a 3rd party to authenticate content

trust reviews more when they see both good and bad scores.68

%

Bad reviews are good for business?

95%

suspect censorship or fake reviews when they don’t see bad scores.

17

Displaying bad reviews increases conversion rates

Conversion rate (%)

Reevoo Insight Research, 2011

0 0.5 1.0 1.5 2.0

Normal consumer

Consumer seeking negative reviews

18

• The benefits of using reviews• Some dilemmas of using reviews:

– Passive versus Active– In house or 3rd Party brand– Bad reviews

• Beyond Reviews

Agenda

Social conversations | Ask a Guest: confirmed guests help bookers

Social conversations | … and across the social web

2121

4.8xtime on site

3.2xpages viewed per visit

1.5xvisitor return rate within 1 month

2.5xconversion rate

Social conversations | Engagement and conversion increase on your site…

1,300% increaseConversion rate increase if your question is answered

2222

overall_rating

value_for_money

location

service

cleanliness

sleep_quality

6.0

8.0

10.0

Average

Hotel 1

Hotel 2

Location

Value for money

Overall rating

Social data | Actionable insights from customer feedback data

32%30%

21%19%18%15%14%10% 8% 7% 7% 7% 5% 5% 5% Sleep

quality

Cleanliness

Service

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The future of social CRM

Reviewers

Conversations

Reevoo IQ SuiteEngaged Brand Consumers

Driving SalesUser Challenges

Reevoo is unique in being able to provide quantitatively significant, near real time, consumer engagements at the level of the:

Product Individual

Verified owner/traveller/user Benchmarked across our network

Consumer Panels

Virtual Focus Groups

Question a consumer

Benchmarking

Advocate and detractor i.d.

Product & Service Insight

What are consumers

saying?

Who is saying it?

Why are they saying it?

CMO

SVP Product

SVP Customer Services

SVP Insight

SVP Buyer

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Summary

• Review content can dramatically increase sales– Being proactive brings benefits– Authenticity important– Manage feedback but don’t suppress it

• Ongoing conversations:– Add value to future customers– And to your business

• This needs to be integrated into your business