Tnooz-TripAdvisor webinar - Reputation management and beyond


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Slides from a Tnooz-TripAdvisor hosted webinar in August 2011. The session focussed on ideas on delivering an outstanding guest experience, optimising a hotel's web presence with reviews and user generated content, and how hoteliers can turn traveler reviews into opportunities.

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  • Most of the time when I give presentations about general usage of UGC for branding and marketing, it takes over an hour to go through all the examples and convince people with numbers like 90% of travelers checking reviews when planning their trip….or how 96% of online Americans have joined Facebook. Today, I just have 10 minutes….so I’m going to cut to the chase, assume you already know all that stuff…and focus this a little more on how you can use UGC and reviews to make money. I could talk with you about how hundreds of millions are using social networking – sharing stuff everywhere….but while that’s true, everyone I talk to says “Show me the money!!”Both of these methods can be tested and proven. I’m not going to talk in generalities. Go out and try this for yourself and measure the improvement.
  • In many ways, Google *is* your web presence.
  • What about those direct sales?
  • Live demo:
  • Starting a tumblr, etc with reviews and UGC is a very easy, low-cost way to increase your web footprint while selling
  • People say this is all good, but how do I collect material. Obviously you need to be asking for people to share their feedback on sites like TripAdvisor, but also think about what you already have….and can move online
  • It allows them to share experiences with friends and family. It helps other travelers. It builds their own social profile.Big summary: Get your guests sharing online, then publish those reviews EVERYWHERE to maximize your web presence and revenues.Traits of highly effective guestsourcingA plan and organizational culture of actively encouraging guests to produce contentProviding resources and access to produce the contentExplaining a way to organize content uploaded to the internet (hashtags, etc)Creating a central access point for others to access the content (on your site or Flickr group)Developing sharing mechanisms to distribute the content
  • Of course, there’s a right and a wrong way to do everything…..These are a few management responses that didn’t make it on to our site – we do make an effort to save impetuous owners from themselves -- but they nicely illustrate what you don’t want to do. Take a few minutes to review our management response policies, also available in our Owners’ Center. Your response does need to be family-friendly, professional, and in line with all of our guidelines in order to be published.
  • Tnooz-TripAdvisor webinar - Reputation management and beyond

    1. 1. Reputation Management and Beyond<br />Getting the Most from Traveler Reviews<br />17 August 2011<br />
    2. 2. Kevin May,Editor<br />
    3. 3. Poll no. 1<br />
    4. 4. HKHotels<br />Adele Gutman<br />VP of Sales, Marketing & Revenue<br />
    5. 5. HKHotels<br />
    6. 6. HKHotels Rankings On August 14th! <br />
    7. 7. The Power of Social Media<br />70,000-100,000 travelers see each hotels profile every 30 days. That’s all we need to fill our hotels.<br />About half our revenue comes from our own website.<br />We have so much demand generated by our reputation and the social media we don’t need to pay other companies to generate revenue for us:<br /> We are not dependant on paid advertising<br />We are not dependant on OTAs<br />We are not dependant on wholesale contracts<br />We don’t need to make sales trips or attend tradeshows<br />We definitely don’t need flash sales<br />
    8. 8. Reputation Creation<br />Imagine the reviews you want and become the hotel that inspires those reviews!<br />Share that vision with every employee.<br />Get ready to work. <br />Shortcuts? Forgettaboutit! <br />Hire people wired for people pleasing.<br />Lead. Train. Empower. Be Amazed!<br />
    9. 9. Step 1. Hire Happy People<br />
    10. 10. Step 2. Smile at Guests!<br />
    11. 11. Step 3. Create Your Reputation!<br />
    12. 12. Our Core Beliefs<br />Service is Marketing!<br />Anything that touches the Guest Experience is Marketing.<br />Invest in Guest Experience.<br />A good stay is not enough. – Wow them! Wow them all! <br />Issues should be handled before they walk out the door.<br />
    13. 13. How We Listen<br />Ask for the review. <br />Don’t be defensive.<br />What can we learn? <br />How can we share our perspective? <br />This isn’t just PR.<br />Be Authentic. <br />Do what you say. <br />
    14. 14. Poll no. 2<br />
    15. 15. Optimizing your hotels’ web presence with reviews and user-generated content<br />By Josiah Mackenzie<br />August 2011<br />
    16. 16. Show Me The Money! How Online Reviews and UGC Make Sales<br />16<br />Online guest reviews and user generated content can help hotels generate sales two ways:<br />Indirectly: by increasing rankings in search engines, bringing more traffic to your website<br />Directly: by improving sales conversion rates by increasing consumer confidence<br />
    17. 17. Reviews and UGC for Search Engine Optimization<br />17<br />For a long time, the key benefits of reviews and UGC was that they provided fresh content. Now, major search engines take reviews into account for their ranking algorithms.<br />Why are search rankings important?<br />“The average travel purchase online involves over 50 unique search queries and 2.5 hours of research time” [Google at EyeforTravel conference, May 2011]<br />Each of these searches is an opportunity to introduce your brand….if people see you.<br />The top result on a search page gets clicked 42% of the time <br />The top 3 results get 79% of the total clicks<br />The top 5 results get 88% of clicks<br />Only 3% of searchers go beyond the first page of results pages<br />Placement in search results plays a huge role in how much website traffic your hotels receive! <br />
    18. 18. Reviews for Increasing Direct Sales<br />18<br />Many people who leave your hotel websites do so to read online reviews elsewhere. Publishing reviews directly on your hotel websites can cut down on this loss of traffic, and encourage more direct bookings.<br />Increasing consumer confidence is another key factor in encouraging more direct sales, and placing reviews on your websites can increase this confidence.<br />These issues are particularly important for small and independent hotels that may not have the recognition of a large chain brand. <br />Optimizing Your Website With Online Reviews<br />World Travel Market<br />
    19. 19. How HKHotels Displays Social Proof<br />19<br />Optimizing Your Website With Online Reviews<br />
    20. 20. More Review Publishing Examples<br />20<br />Optimizing Your Website With Online Reviews<br />
    21. 21. Example: Pueblo Bonito Resorts<br />21<br />Optimizing Your Website With Online Reviews<br />
    22. 22. Example: Fierro Hotel<br />22<br />Optimizing Your Website With Online Reviews<br />
    23. 23. Make It Easy – Bridge the Online/Offline Gap<br />23<br />Optimizing Your Website With Online Reviews<br />
    24. 24. Putting Rich Media UGC On Your Site<br />24<br />Hotel SO uploads photos of their guestbook to the web:<br />Optimizing Your Website With Online Reviews<br />
    25. 25. Example: Seven Hotel<br />25<br />Optimizing Your Website With Online Reviews<br />
    26. 26. Key Points To Remember About UGC<br />26<br />The next time you receive positive feedback, ask the guest to share that experience online.<br />(But remember to communicate what they have to gain from the process!)<br />Establish mechanisms to organize it all:<br />To organize uploads (tags and hashtags)<br />To centralize access (Flickr, Facebook groups)<br />To share the content (website section, blog, etc)<br />Optimizing Your Website With Online Reviews<br />
    27. 27. Test, Test, Test<br />27<br />Setup A/B split tests to track everything and identify improvement opportunities. A few suggested metrics to begin with include:<br />Time on site<br />Bounce rates<br />Page exit rates<br />Sales conversion rates<br />Optimizing Your Website With Online Reviews<br />
    28. 28. Any Questions About Optimizing Your Presence with UGC?<br />28<br />Email me:<br /><br />Or connect on Twitter:<br />@HmarketingHelp @ReviewPro<br />More ideas, interviews, and case studies: <br /><br />
    29. 29. Poll no. 3<br />
    30. 30. How hoteliers can turn traveler reviews into opportunities<br />Presented by<br />Brian Payea, Head of Industry Relations<br />Tnooz Webinar<br />August 17, 2011<br />
    31. 31. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />31<br />How important are user reviews to you when determining which hotel to stay at?<br />Tnooz Webinar<br />
    32. 32. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />32<br />I won’t book a property unless it has reviews.<br />Tnooz Webinar<br />
    33. 33. TripAdvisor reviews are largely positive<br />Average score is 3.90<br />Tnooz Webinar<br />33<br />
    34. 34. Management responses: A critical part of reputation management<br />Why bother?<br />How to make it count.<br />How to do it.<br />Tnooz Webinar<br />34<br />
    35. 35. Seeinga management response to reviewsis important to me.<br />A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />Tnooz Webinar<br />35<br />
    36. 36. If I was considering two comparable properties, the presence of management responses on one would sway me in its favor.<br />A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />Tnooz Webinar<br />36<br />
    37. 37. A management response<br />to a good review makes<br />me think highly of the hotel.<br />A management response to<br />a bad review reassures me.<br />A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />Tnooz Webinar<br />37<br />
    38. 38. Tnooz Webinar<br />38<br />
    39. 39. Tnooz Webinar<br />39<br />
    40. 40. But not this way…<br />“People that lack taste and a life of their own should try to venture out into the real world instead of hiding behind a computer spewing meaningless factless verbiage.”<br />“Prove the date of your stay because such an incident has never been recorded in the archives of our Hotel. We regret that some customers spoil the time by writing negative comments for Hotels.”<br />Tnooz Webinar<br />40<br />
    41. 41. A commissioned survey conducted by Forrester Consulting on behalf of TripAdvisor, “2010 Q4 Forrester/TripAdvisor Custom Online Survey”<br />41<br />An aggressive management response to a bad review makes the hotel look worse.<br />Tnooz Webinar<br />
    42. 42. What this resort does right:<br />Shows that that reviews are important by notifying guests that they share reviews with their staff<br />Lets future guests know that they strive for excellence in customer service<br />Subtlety markets by including that it is anaward-winning resort<br />Refers to resort website for important details about theresort and what sets it apart from others<br />Apologizes <br />A prime example<br />Tnooz Webinar<br />
    43. 43. Traveler feedback on management responses<br />“I like it that the Hotel management responds to posts here – says a lot about their focus on their customers.”<br />-TripAdvisor member hazy-amersham<br />“I also like the fact that a management representative replies to some comments made by guests. This tells me that ‘Lennons on Chifley’ are a hotel that care about their guests and reputation and go to lengths to acknowledge and rectify issues. Well done.”<br />-TripAdvisor member Rosli<br />“The manager of the hotel did respond, but it took him a month to do so. I appreciate the seemingly thorough response given, but I wish he’d done so in a more timely manner. I might have overcome my concerns about the safety of staying at his hotel and kept my reservation.” <br />-TripAdvisor member OhioGirlScout<br />Tnooz Webinar<br />43<br />
    44. 44. From a little crowded…<br />Tnooz Webinar<br />44<br />
    45. 45. 45<br />…to reorganized and streamlined<br />Tnooz Webinar<br />
    46. 46. <ul><li>Video: The power of management responses to guests’ reviews
    47. 47. Tip sheet: Best practices for responding to traveler reviews
    48. 48. Guide: How to respond to traveler reviews on TripAdvisor
    49. 49. All on the “What TripAdvisor can do for you” page on the Management Center</li></ul>46<br />More resources on Management Responses<br />Tnooz Webinar<br />
    50. 50. Tnooz Webinar<br />Thank you!<br />
    51. 51. Poll no. 4<br />
    52. 52. Q & A<br />
    53. 53. Thank You!Archive copy of today’s webinar will appear on within a few days.Questions and comments: Kevin May,<br />