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In the digital world, consumers own brand management. By posting positive (or negative) reviews and blog posts, consumers become a sales enabler (or preventer). Customer reviews are particularly critical influencers in the hospitality space. Hotels and restaurants can be made or broken by even a single review from a person of influence. While customers have a louder voice than ever, there is opportunity awaiting hospitality brands that embrace search engine and social media marketing to help manage their brand and reputation online. Kent Lewis, President and Founder of Anvil Media, will outline effective strategies, tactics and tools for online brand management. Learn how to turn positive (and negative) reviews into real revenue.
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Best Practices for Managing Your Online Reputation in the Hospitality Industry
Presented by:Kent Lewis (@KentLewis)President & FounderAnvil Media, Inc.www.AnvilMediaInc.com
About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing (SEM) services including search engine optimization, pay-per-click management, online reputation management, mobile marketing, social media marketing, web analytics and site conversion optimization.
Founded in 2000, currently 16 employees & 50+ clients100% of account team Google AdWords & Analytics certified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI & WhartonInc. & Portland Business Journal Fastest Growing Company
About Anvil
Who We’ve Worked With
Agenda
Online Reputation Management Overview
ORM Strategies & TacticsPlatformsCustomer ReviewsTraining ToolsResources
ORM Overview
Universal Search Incorporates a variety of media Pushes down organic listings Review sites rank well (50%) Changes the game for SEO
Reviews & Trust
The Impact of Reputation Management
10
Social Media & Reputation Management
RelevanceValueCommitmentHonesty Transparency
ORM Strategies & Tactics
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ORM Fundamentals
Plug the leak!Identify undesirable listings in search
resultsCreate & optimize competitive contentDevelop inbound links to boost rankingsLeverage existing opportunities
Utilize keyword-friendly domain namesCreate profiles/content on trustworthy
domainsPromote “friendly” content in target search
results
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ORM Strategies & Tactics
Optimize branded corporate content on site
Home, About, Contact, Legal, etc.Optimize PR content (News Room)
FAQs, attractions, events, awards, etc.Syndicate high value content
Releases, articles, blog posts, etc.Integrate metrics & measurement
URLs, tracking strings, unique 800#, promo codes
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Advanced ORM Techniques
Address the issue directly (offline)Create & optimize multimedia assetsDevelop subdomain contentBuild free site/pages (Google Sites)Leverage pay-per-post blogsCreate viral/linkbait contentLeverage charitable donations/sponsorshipsParticipate in indexable forums
*Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and Jaan Kanellis
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Search Engine Ranking Factors 2011
Future Ranking Factors
Local SEO: Place Pages Based on city or IP address Claim your listing Ensure info is correct Rank by citations/reviews
Local SEO: Places Pages Add images & videos Add coupons & updates Request reviews
Local SEO: Ranking Factors Location, Location, Location Verification, Verification Association & Citations
Paid Search: PPC Advertising Target by keyword & location Develop custom landing pages Enhance listings Leverage affiliate program for ORM
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SEM PR: FundamentalsSEM Public Relations Build out a News Room Create, optimize & syndicate releases Augment with paid search & social Measure visibility, clicks & conversions
Platforms
Google+: Engagement & Customer Service
Google+ for ORM Create & join Circles & Hangouts Better filtering of network than FB Likely to surpass FB for business Will trump FB in search results (ORM)
Facebook: Engagement & Customer Service
Facebook for ORM Monitor wall for customer service Post questions to illicit insights Host contests to generate testimonials Optimize profile to rank in search
Twitter: Awareness & Testimonials
Twitter for ORM Monitor stream for customer service Monitor keywords for sales & marketing Leverage fans for testimonials & reviews Optimize profile to rank in search
Flickr: Awareness & Image Search
Flickr for ORM Monitor image search for potential issues Optimize & post quality images Optimize profile to rank in search
Blog: Awareness & Credibility
Blog for ORM Create posts based on topical need Syndicate posts for maximum reach Utilize to address timely ORM issues Optimize profile to rank in search
Mobile: The Emerging ORM Platform
PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
Location-based Services
Virtual Loyalty/Couponing ProgramsUtilize cellular, GPS, Bluetooth & NFC technologyPopular: Google & Facebook Places, Foursquare Majority of platforms offer reviews & tips
Foursquare
Local SEO: Foursquare Claim & manage tips Create special offers & reward Mayor Monitor analytics & use via admin Also consider GoWalla & Loopt
Customer Reviews
Reviews in Search Incorporates a variety of sources Stars impact perception & clicks Reviews can impact rankings What is your review strategy?
Holistic Approach is a Must
Where can you take action?
Service
Yelp ✓ ✓ ✓ ✓
CitySearch ✓ ✓ ✓ ✓
TripAdvisor ✓ ✓ ✓
Search Engine
Google Places (Hotpot)
✓ ✓ ✓ ✓ ✓
Yahoo Local ✓
Bing Local ✓ ✓
Type Free Basic Listing
Directly Respond to Reviews
Aggregated Reviews Included
Analytics* Can Offer Coupon/Promotion *
LBS
Foursquare ✓ ✓ ✓
FB Places ✓ ✓ ✓ ✓
Gowalla ✓ ✓
Loopt ✓ ✓
*Some options are only available on paid listings
Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content
What to Do
Optimize MonitorClaimTips:Claim ALL listingsUse business email
Tips:Consistency is keyUse legal business nameLink to webpage with address and phone number
Tips:Monitor as much of the web as you canUse monitoring toolsRespond to negative and positive reviews
Managing Customer Reviews
When to RespondYour are in the wrongA review is misstating factsThe issue is common
How to RespondBe honestBe calmMake amends
Training
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Internal ORM Liability Issues
Slander, Defamation & LibelEmployers are liable for employee’s negative
commentsEmployee Actions
Wrongful termination or discrimination based on posts may lead to a lawsuit
HarassmentUse of discriminatory, threatening or derogatory
language by employeesSecurity
Compromised by hackers phishing social platforms
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Internal ORM: Solutions
GuidelinesDevelop culture-appropriate guidelinesAdopt successful public strategies (see links)
Hiring & TrainingRequire training before allowing access to socialRevisit guidelines and training regularly
RestrictionIf all else fails, block access to offending sites
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Sample Employee Guidelines
Be transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management
Tools
Tool: Google AlertsMonitoring: Google AlertsSelect keywordsSent to inboxAlso available on Yahoo!
Tool: Google Me on the Web (New)
Monitoring: Google Me on the Web Monitor emails and keywords Offers limited custom alerts Can schedule update frequency Includes helpful ORM resources
Tool: Monitor This
Monitoring: Monitor ThisKeyword-based alertsMETA search: up to 25 engines as sourcesProvides more comprehensive coverage
Tool: Social Mention
Monitoring: Social MentionRobust on-site reportsAlso monitors blogs and commentsCan receive regular updates via email
Tool: RSS Feeds
News Feeds: RSSMonitor multiple outlets (feeds)Use Google Read or Yahoo! Pipes to manageComplex to configure initially
Tool: Yext Rep
Local Review Management: YextMonitor multiple local listingsEasy to configure and manageGood starting point with limited investment
Tool: Revinate
Review Management: RevinateHotel-specific reviewsMonitor reviews from multiple sitesSee overall hotel ratings
Resources
LinksHow Local Search Can Be Your Reputation Managerhttp://www.anvilmediainc.com/blog/how-local-search-can-be-your-reputation-managerDrive By Reviews & Online Reputation Terrorists Part 2http://localmarketingmastery.com/drive-by-reviews-online-reputation-terrorists-part-2/Recommendations – Who Gives Them and Why?http://www.anvilmediainc.com/blog/business-recommendationsGoogle+ Follow-up: A Cheat Sheethttp://www.anvilmediainc.com/blog/google-plus-cheat-sheetWhy Google+ Business Profiles Will Trump Facebook Pageshttp://www.pcworld.com/businesscenter/article/235272/
why_google_business_profiles_will_trump_facebook_pages.htmlBing’s New Business Portal for Local Listingshttp://www.anvilmediainc.com/blog/bing-local-listingWhat’s Going on with the Hotels & Accommodations Industry in Search? http://www.anvilmediainc.com/blog/hotels-accommodations-industry
Resources Cont.ArticlesOnline Reputation Management: The New PRhttp://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-articles/online-reputation-management-articleSEO PR Efforts Boost Visibility and Saleshttp://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-articles/seo-pr-article5 Reasons for Brands not to Outsource Social Media Marketinghttp://blogs.imediaconnection.com/blog/2011/03/14/outsourcing-social-media-management/6 Social Media Platforms At-a-Glancehttp://www.imediaconnection.com/content/24165.asp
WhitepapersThe Marketer’s Guide to Location-Based Social Networkinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking-whitepaperThe Marketer’s Guide to Getting Started with Social Media Marketinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-marketing-white-paper
Q&A & Next Steps
Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 [email protected] & Skype: @kentjlewis LinkedIn: kentlewis
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TwitterContact us with questions about hospitality
ORM
