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Improve Your Online Reputation & TripAdvisor Performance
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Improve Your Online Reputation & TripAdvisor Performance

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With over 100 million reviews and 260 million monthly visitors, TripAdvisor is a force to be reckoned with in the travel and hospitality world. How does your hotel or attraction manage comments, …

With over 100 million reviews and 260 million monthly visitors, TripAdvisor is a force to be reckoned with in the travel and hospitality world. How does your hotel or attraction manage comments, whether they are positive or negative? In this conference we discuss:

Overview of the state of social media and mobile in 2013;
Practical examples of companies and brands that dealt with a crisis situation and its management on social media;
Basic principles and rules to follow in order to effectively manage your online reputation;
7 tips to better manage your presence on Tripadvisor.

Read my blog post for more details: http://fredericgonzalo.com/en/2013/02/03/seven-steps-to-manage-your-e-reputation/

Published in Travel , Business
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  • "most travelers ignore extreme comments"... maybe... but the problem is that extreme reviews are included in the calculation of any overall score, which messes up rankings. I thought this was an interesting piece: http://www.tripexpert.com/articles/limits-of-user-reviews
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  • 1. TIANS Tourism Summit 2013 IMPROVE YOUR E-REPUTATION AND TRIPADVISOR PERFORMANCE by@gonzogonzo www.fredericgonzalo.com
  • 2. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 3. TIANS Tourism Summit 2013 7 Components of E-Reputation 1. Listen to what is being said about your brand 2. Identify key words 3. Identify influencers 4. Monitor consistently 5. Have a multiplatform calendar 6. Get employees and ambassadors involved 7. Expect the unexpected by@gonzogonzo www.fredericgonzalo.com
  • 4. TIANS Tourism Summit 2013 1. Listen to what is being said about your brand by@gonzogonzo www.fredericgonzalo.com
  • 5. TIANS Tourism Summit 2013 1. Listen to what is being said about your brand by@gonzogonzo www.fredericgonzalo.com
  • 6. TIANS Tourism Summit 2013 1. Listen to what is being said about your brand by@gonzogonzo www.fredericgonzalo.com
  • 7. TIANS Tourism Summit 2013 2. Identify keywords by@gonzogonzo www.fredericgonzalo.com
  • 8. TIANS Tourism Summit 2013 3. Identify influencers by@gonzogonzo www.fredericgonzalo.com
  • 9. TIANS Tourism Summit 2013 4. Monitor consistently by@gonzogonzo www.fredericgonzalo.com
  • 10. TIANS Tourism Summit 2013 5. Have a multiplatform calendar by@gonzogonzo www.fredericgonzalo.com
  • 11. TIANS Tourism Summit 2013 6. Get employees & fans involved by@gonzogonzo www.fredericgonzalo.com
  • 12. TIANS Tourism Summit 2013 7. Expect the unexpected by@gonzogonzo www.fredericgonzalo.com
  • 13. TIANS Tourism Summit 2013 The decision-making process Source: TripAdvisor, TripBarometer, March 2013 by@gonzogonzo www.fredericgonzalo.com
  • 14. TIANS Tourism Summit 2013 The decision-making process Source: Google Think, Ipsos MediaCT, November 2013 by@gonzogonzo www.fredericgonzalo.com
  • 15. TIANS Tourism Summit 2013 About TripAdvisor • More than 260 million visitors… per month!! • More than 100M reviews, generated by 32 million active users • Consistent growth, specially since tapping into Facebook graph • Correlation between TA score and RevPAR by@gonzogonzo www.fredericgonzalo.com
  • 16. TIANS Tourism Summit 2013 About Yelp • More than 100 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 between Yelp score and sales by@gonzogonzo www.fredericgonzalo.com
  • 17. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 18. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 19. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 20. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 21. TIANS Tourism Summit 2013 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 by@gonzogonzo www.fredericgonzalo.com
  • 22. TIANS Tourism Summit 2013 7 tips to manage your TA presence 1. 2. 3. 4. 5. 6. 7. Respond promptly Use professional tone & manner Stay away from jargon Put emphasis on positive & updates Respect private life Be original Show empathy & appreciation by@gonzogonzo www.fredericgonzalo.com
  • 23. TIANS Tourism Summit 2013 Respond promptly by@gonzogonzo www.fredericgonzalo.com
  • 24. TIANS Tourism Summit 2013 Use professional tone & manner by@gonzogonzo www.fredericgonzalo.com
  • 25. TIANS Tourism Summit 2013 Stay away from jargon by@gonzogonzo www.fredericgonzalo.com
  • 26. TIANS Tourism Summit 2013 Put emphasis on positive & updates by@gonzogonzo www.fredericgonzalo.com
  • 27. TIANS Tourism Summit 2013 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 by@gonzogonzo www.fredericgonzalo.com
  • 28. TIANS Tourism Summit 2013 Be original by@gonzogonzo www.fredericgonzalo.com
  • 29. TIANS Tourism Summit 2013 Show empathy & appreciation by@gonzogonzo www.fredericgonzalo.com
  • 30. TIANS Tourism Summit 2013 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! by@gonzogonzo www.fredericgonzalo.com
  • 31. TIANS Tourism Summit 2013 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! by@gonzogonzo www.fredericgonzalo.com
  • 32. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 33. TIANS Tourism Summit 2013 What’s next? 1. Claim your venue / account 2. Include these review sites in your action plan and strategy 3. Ask for comments and promote your results 4. Have an over-arching vision of your ereputation by@gonzogonzo www.fredericgonzalo.com
  • 34. TIANS Tourism Summit 2013 1. Claim your venue by@gonzogonzo www.fredericgonzalo.com
  • 35. TIANS Tourism Summit 2013 Searching for “Hotels in Nova Scotia” on Google… by@gonzogonzo www.fredericgonzalo.com
  • 36. TIANS Tourism Summit 2013 by@gonzogonzo www.fredericgonzalo.com
  • 37. TIANS Tourism Summit 2013 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 by@gonzogonzo www.fredericgonzalo.com
  • 38. TIANS Tourism Summit 2013 3. Ask for comments and promote your results by@gonzogonzo www.fredericgonzalo.com
  • 39. TIANS Tourism Summit 2013 What to do in cases of blackmail? by@gonzogonzo www.fredericgonzalo.com
  • 40. TIANS Tourism Summit 2013 Questions? Comments? by@gonzogonzo www.fredericgonzalo.com