NAASC May 2014

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TripAdvisor and review sites are a big deal in the travel industry, impacting online reputations of hotels, B&Bs, inns but also restaurants and attractions. Here are a few stats and practical tips to better manage your presence on these social media sites.

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NAASC May 2014

  1. 1. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com THE IMPACT OF REVIEW SITES AND TRIPADVISOR PERFORMANCE
  2. 2. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  3. 3. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Source: Google Think, Ipsos MediaCT, November 2013 The decision-making process
  4. 4. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Source: TripAdvisor, TripBarometer, March 2013 The decision-making process
  5. 5. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com About TripAdvisor • More than 260 million visitors… per month!! • More than 150M reviews, generated by 60 million active users • Consistent growth, specially since tapping into Facebook graph • Correlation between TA score and RevPAR
  6. 6. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com AboutYelp • More than 117 million unique visitors per month • Over 45 million user reviews • Location-based and more time sensitive, dealing with places to eat, things to do and last-minute decision-making • Correlation betweenYelp score and sales
  7. 7. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  8. 8. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  9. 9. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  10. 10. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  11. 11. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  12. 12. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com How your TA score is calculated Your ranking on TripAdvisor is calculated by a sophisticated algorithm focusing mostly on 3 variables: 1. Quantity of comments 2. Quality of comments(positive versus negative ratio) 3. Recency of comments
  13. 13. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 6 tips to manage your TA presence 1. Respond promptly 2. Use professional tone & manner 3. Put emphasis on positive & updates 4. Respect privacy 5. Be original 6. Show empathy & appreciation
  14. 14. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Respond promptly
  15. 15. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Use professional tone & manner
  16. 16. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Put emphasis on positive & updates
  17. 17. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Respect privacy Be mindful not to share confidential information about the customer and stick to what is available on TripAdvisor, i.e. person’s avatar. It’s therefore important not to dispell: - Personal details about the stay or experience - Phone number or email address - Any other personal elements taken outside of TA context
  18. 18. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Be original
  19. 19. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Show empathy & appreciation
  20. 20. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 4 golden rules to responding When addressing a negative comment: 1. Thank the client for taking time to share a review 2. Apologize for situation or event that took place 3. Address specifically what you can and will do to correct the mentioned situation or how it can be mitigated in the future 4. Invite client once again – try to get a second chance to make a good first impression!
  21. 21. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 4 golden rules to responding When addressing a positive comment: 1. Thank the client for taking time to share a review 2. Acknowledge the kudos and pass on to staff, if applicable 3. Spin brand values and why such comments are appreciated 4. Invite client once again – it’s cheaper(and wiser) to bank on repeat business than always acquiring!
  22. 22. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  23. 23. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com What’s next? 1. Claim your venue / account 2. Include review sites in your action plan and strategy 3. Ask for comments and promote your results 4. Have an overarching vision of your e- reputation
  24. 24. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 1. Claim your venue
  25. 25. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Searching for “Hotels in Nova Scotia” on Google…
  26. 26. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com
  27. 27. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 2. Include review sites in your action plan and strategy This means… • Allocating times and resources to manage review sites prioritized as per your brand, product or service • Promote internally and externally • Train your employees accordingly
  28. 28. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 3. Ask for comments and promote your results
  29. 29. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 3. Ask for comments and promote your results
  30. 30. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com 3. Ask for comments and promote your results
  31. 31. NAASC 2014 Halifax, Canada by@gonzogonzo www.fredericgonzalo.com Questions? Comments?

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