Trip Advisor and reviewsPercentage of holiday makers in UK useTrip Advisor 50%
Choice between two properties?What % of people (interviewed) willchoose the one with reviews? 68%
Trip Advisor: what’s the averagerating given by reviewers? 3.9
% of users Cancelled because theyhave found better amenities/reviews? 54% “2010 Q4 Forrester/TripAdvisor Custom Online Survey
Managing your digital reputation Kate Doodson Cosmic
Why digital reputation?• Meet up with a new client/consultant? – Google them• Booking a holiday/hotel/campsite? – Look for reviews, Trip Advisor• Buying a new car? – Research it first – what car?• Getting a builder? – Check them out online mybuilder.co.uk• Dating someone new? – Check out on 192.com or 123people.com
What is digital reputation?• What appears when you type in a keyword search about you….Your Reputation =First page of Google results+ Reviews+ Real time social media
Old style. I’m incontrolNew style,Anyone can sayanything, at anytime….
Why monitor?‘Your digital reputation can be made or lostin a few minutes – with only 140 characters. Just as powerful, positive stories of goodcustomer service can quickly build apositive digital reputation.’‘you want to know what is being said aboutyou after you leave the party’
Google yourself – what appears? Anythingon that page you don’t want?
Your SERP real estateWhat’s there?• Any confusion with people of the same name?• Any personal/professional crossover (winning a fishing competition, planning notice?)• Any bad news stories?• Any bad reviews?
What should you be monitoring?– First name Surname (if unique)– First name Surname, Location– First name, Surname, Business– Business name– Business name, location– Directors names– Revenue generating staff– Anything else? Your competitors? Create a spreadsheet
In Social media• Twitter will email you every time someone mentions you• Facebook too – notifications…
TweetDeck/HootsuiteSet up Searches ….. TweetDeck is a browser forVisiting [City] connecting with contacts across[City] recommendations Twitter & Facebook[City] hotel recommendationsNeed hotel [City]
In Trip AdvisorSign up to receivean emailnotification everytime a new reviewis published foryour property.‘Manage youremail notifications’
Case study Corinthia Hotels monitoring mentions of our hotel names, but also using saved social searches to monitor relevant conversations and identify ways and opportunities we can help.Set up Searches …..Visiting [City][City] recommendations[City] hotel recommendationsNeed hotel [City] http://twitter.com/#!/corinthiahotels
….Monitoring competitors“we once picked up a conversation where someone washaving a bad experience at a competitor hotel in our city.We had been tweeting with him before, and noticed he hada bad experience at this spa with his girlfriend.We contacted him saying we were really sorry about thatexperience, and asked if he knew we had a spa at our hotel.He said he didn’t know, but would check it out next time.”
…Picking up complaintsCustomer Tweeted he had to wait longer than usual before he could goto his room.not to the hotel but to his followers – that he had a nightmare check-inexperience.We immediately picked up his tweet through our alerts system, andtweeted back saying we’re really sorry to hear about this – it isn’tsomething that we expect happening in our hotels – so let us help.We used Twitter direct messaging to get some information to connect withhim at the hotel, and notified the management team immediately. Theyresolved the issue and an hour later the guest tweeted: “Forget my last tweet. Amazing service at the Corinthia Hotel. They reallycare about their customers.”
A MANAGEMENT RESPONSE TO A GOOD REVIEW MAKES ME THINK HIGHLY OF THE HOTEL 2% 20% - Disagree (1 - 3) - Neutral (4 - 6) - Agree (7 - 10) 78%*A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor,“2010 Q4 Forrester/TripAdvisor Custom Online Survey”
A MANAGEMENT RESPONSE TO A BAD REVIEW REASSURES ME 2% 19% - Disagree (1 - 3) - Neutral (4 - 6) - Agree (7 - 10) 79%*A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor,“2010 Q4 Forrester/TripAdvisor Custom Online Survey”
• 60% of respondents said that an aggressive Management Response to a bad review made the hotel look worse in their eyes.• Customers give higher ratings when something went wrong, and made things right than if nothing went wrong in the first place.
‘In all the reviews I read ... this is the ONLY hotelwhose management took the time to respond tocustomer reviews on TripAdvisor, whetherpositive or negative. My impression is that thishotel is truly interested in hearing aboutcustomer issues and very concerned aboutimprovements to its service and facility’A TripAdvisor Member
When things go wrong…..• How to respond to negative comments – TripAdvisor (same for all review sites) – Twitter – Facebook
Types of Criticism• Straight Problems – Someone has an issue with your product or service and has laid out exactly what went wrong. This type of feedback is negative in the sense that it paints your business in a poor light, but it can be helpful in exposing real problems that need to be dealt with.• Constructive Criticism – Even more helpful is when the comment comes with a suggestion attached. Many customers — including some of your most loyal — will use social media to suggest ways in which you can improve your product or service. While this type of feedback may point out your flaws, and is thus negative, it can be extremely helpful to receive.• (Merited) Attack –You or your company did something wrong, and someone is angry, but the response is disproportionate. While the attack itself may not be merited, the issue that catalyzed it does have merit in this type of negative feedback.• Trolling – Trolls have no valid reason for being angry at you. "Richard Bacon is a [expletive]".• Spam - will use a negative comment about your product or service (whether true or not) to promote a competing service.
Responding in Facebook• Review posting ability in settings• Ensure you have tight ruleshttps://www.facebook.com/cocacola• Respond, but move things to email as soon as possible.• Give them an email address or telephone number that you can answer• If appropriate follow up the response to the complaint on Facebook after
Responding in Twitter• Complaining about a brand on Twitter is relatively easy (can be anonymous)• Twitter’s limited character count makes meaningful conversation difficult – “This @business is terrible!” – “Never buy from @business they treat customers really bad” – “This @business #fail”
Responding in Twitter1. Address the tweet in one (or two) tweets2. Try to take the conversation off the Twitter platform so you can have a meaningful discussion – Ask them to follow you so you can DM (Direct Message) – Or give email or phone number you can share publicly on Twitter3. If the complaints don’t stop - from a fake account? set up just to harass you? Report to Twitter
Further tips - Twitter• Hashtags # - don’t create a hashtag of your own to respond to individual complaints.• But, if users generate a hashtag around an issue, include that hashtag in your replies can help spread your response to interested and watching parties.• #BTcrap @yourbusiness #fail• Keep your calm and be professional.
Trip Advisor‘Manage your listing’ in thetop-right corner of anypage and follow thesesteps: – Click on the ‘Manage your reviews’ tab. – Select ‘Respond to a review.’ – Choose the review you would like to respond to by clicking on the radio button – Respond – Click submit.
Review sites- Respond to positive• Responding to +ve feedback too• But not all of them – Thank the reviewer for taking time – Make a reference to a comment and tell them an action (if you have)
Your Turn – Positive feedback“Stayed for two nights and found thishotel to be very good. Rooms were verynice, well furnished, very clean, gooden-suite and comfortable bed. Wecould even see the sea from our room!!Breakfast was very nice with goodchoice. We would stop at this hotelagain when visiting Swansea.”
Responding to negative feedbackIn your reply• Acknowledge – thank them, apologise• Investigate – have all the facts and policies to hand• Respond – address specific points, include the investigation, include any action points and changes of policy/ procedure
• Respond promptly• Write it up in Word first, check grammar• Keep your tone even and professional• Respect their right to complain• Don’t attack the person• Only respond to the issues – not the sub-plots• Can’t ask more questions (on TA)• Don’t respond if you are angry• Don’t assign the blame elsewhere
Trip Advisor Guidelines• Family-friendly• Unique and independent – only one post per site• Original - No hearsay, no quotes from other guests or other third party.• Relevant to all TripAdvisor users - no responses about TA policies.• Respectful of Personal Privacy - personal information of any person,• Non-commercial - No commercial web addresses, promotional material• Same language - as the review.• Written with standard e-mail etiquette• Submitted using a valid e-mail address
Your turn – Respond……“The most disappointing of 30 hotels/motels/apartments westayed in over 9 weeks in Australia and New Zealand.It could/should be so much better, but non-existentsoundproofing and uninterested staff made our stay anightmare.Though we had welcome support on our final day fromone staff member (Steve) it could not make up for twoalmost sleepless nights brought about by noise fromneighboring rooms with young children.When we invited one staff member to come and listen tothe children cavorting next door, his shrug of the shouldersand comment that it is an old building so there is not muchsoundproofing gives an idea of the level of service. Yet it isa beautiful building with good facilities and a primelocation. Maybe a set of earplugs would make for anenjoyable stay.”
Using other media to respond – Case Study• Taco Bell - a rumor spread online questioning whether the fast food chain used real beef in its products. “You don’t want people to even be questioning if you’re using beef in your tacos.”• Taco Bell president immediately went to YouTube with his response.• They also contacted their over 7 million fans on Facebook and ~150k Twitter followers.• As Dorie said, they already had an army of people who were favorably inclined toward Taco Bell. “They were able to quickly reach them and dispel rumors.”
Be in control• Manage your presence – Dominate your real estate – Audit your Social Media accounts – Use Social Media
Dominate your real estate• Develop more content – Include more web pages – Upload more photos, title your name – Include history of the business – More information about you – Press releases (in text format)• Get listed in directories
Audit your Social Media• Remember Social Media ranks highlySet up and fully populate (in your name andbusiness name)• LinkedIn profile (and business)• Twitter profile – Bio is really important• Facebook Page – any old pages? Delete or claim
Audit your Google Maps• Google Maps • Complete profile • Remove any old profiles • Include 5 categories • Include reviews
Use Social Media• Blog – in your name and domain name• Be active in forums – Trip Advisor destination forum – Other forums, Net Mums• Start to build online relationships with your customers, create a community – Creating a goodwill bank account
Make a list….• Make a list of review sites for your business • www.ratethispark.co.uk • www.ukcampsite.co.uk • www.chycor.co.uk • www.holidaywatchdog.com • www.mybuilder.com• Encourage good reviews – Reminder cards, postcards, flyers, and emails, and review collection widgets (on TA resources)
Top tips to managing your digital reputation1. Monitor – Set up Alerts – Monitor Social Media channels2. Respond – Respond to positive (some) and negative (all) – When crisis strikes - use AiR3. Be in control – Audit Social Media – and use it to build up goodwill – Develop more content on website, blog, PR – Add to review and forum sites
Questions Kate Doodson Cosmic Ethical IT @firstname.lastname@example.org