4. Poll 1
Which of the following activities has your hotel or brand
engaged in? (check all that apply)
q Ask guests to post online reviews
q Host stays for travel media
q Host stays for social media influencers
q Pay influencers to promote your hotel/brand
q None of the above
Use the pop-up window on your screen to vote.
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5. 1. Defining Advocates and Influencers
2. Spotlight: Library Hotel Collection
3. Influencer Campaigns and Tools
4. Unlocking Advocacy with ReviewPro
5. Q&A
Agenda
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6. Today’s Panelists
Daniel E. Craig
Founder
REKNOWN
@dcraig
Josiah Mackenzie
Vice President, Business
Development
REVIEWPRO
@ReviewPro
Adele Gutman
Vice President, Sales, Marketing &
Revenue
LIBRARY HOTEL COLLECTION
@LibraryHotelLHC
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13. Online Advocates vs. Influencers
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ADVOCATES
People who post positive content about a
business or brand and encourage people
to try it
Passionate about the brand
Loyal, long-term relationship
Unpaid
Motivation: help friends, spread the word
High trust
Audience: size and influence varies
INFLUENCERS
People who post content that influences
the impressions, decisions and behavior
of a large number of people
Not connected to the brand
Not loyal, short term relationship
Paid or incentivized
Motivation: income, perks, help others,
grow followings
Moderate trust
Audience: large, high influence
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14. Advocate or Influencer?
1. A guest writes a review of your hotel on TripAdvisor.
2. Kim Kardashian posts a selfie on Instagram from your
hotel lounge.
3. A journalist publishes an article about the pros and cons
of her stay at your hotel in a newspaper.
4. You pay a YouTube star to produce a video at your hotel.
5. During a keynote speech, the CEO of a multinational
organization tells the audience she loves your hotel.
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ADVOCATE
INFLUENCER
ADVOCATE AND INFLUENCER
INFLUENCER
INFLUENCER
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15. Finding & Mobilizing Advocates
Who are they?
• Your guests (primarily)
Where can you find them?
• PMS & CRM database
• Social media followings
• Guest surveys
• Online reviews
How can you mobilize guests to become advocates?
• Ask them to write a review
• Ask them to share or endorse your content on social media
• Ask them to post content, tag your hotel or check in
• Use Facebook Custom Audience or Twitter Tailored Audiences
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16. Finding Influencers
Who are they?
• Journalists
• Photographers
• Bloggers and vloggers
• Social media influencers
• Celebrities and other high profile
people
Where can you find them?
• Travel websites and blogs
• Specialty websites and blogs
(lifestyle, fashion, luxury, etc.)
• Media sites
• Social media: Facebook, Twitter,
Instagram, YouTube, Pinterest
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17. Types of Influencer Campaigns
• Outreach: make contact, send
stories and content
• Invite for a hosted stay and/or
meal
• Host fam trips
• Host mixers and meet-ups
• Hold contests
• Participate in Twitter chats
• Follow hashtags (e.g. #luxury,
#hotels, #travel)
• Offer cash, incentives or rewards
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30. Adele’s Top Tips
1. Engage influencers. Like,
comment on, retweet and
share their content. Engage
them and ask questions.
2. Personalize engagement.
Show that there’s a person
behind your brand.
3. Manage social media in-
house. Take a team approach
to keep the sharing authentic.
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32. Questions & Comments
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Send us your questions or
comments using the module
on your screen or tweet
them using @ReviewPro and
#SMWebinar hashtag
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33. Poll 2
Which of the following tools does your hotel/
brand actively use? (click all that apply)
q ReviewPro
q Google Analytics
q Alexa (website analytics)
q Klear and/or Klout (measure social influence)
q Flip.to and/or Buzz&Go (advocacy/influencer tools)
Use the pop-up window on your screen to vote.
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35. Qualifying Influencers
AUDIENCE
Don’t confuse size with
influence
Quality vs. quantity
ENGAGEMENT
Site traffic, likes, shares,
comments
Ratio of followers to
following
Too much content,
noise?
Fake followings?
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43. Promote What Your Guests Love
• Use review analysis to identify what your happy guests like
most about your hotels.
• Emphasize these strengths in marketing to attract the right
type of new guest that will love what you do best.
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44. Earn the Love – During Stay
• Check in with guests during
their stay using technology
such as mobile-optimized
satisfaction touchpoints to
eliminate any potential
frustrations.
• This process is key to turning
dissatisfied guests into
satisfied ones – and
increasing the number of
advocates for your hotels.
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45. Feel the Love – Collect Direct Feedback
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46. Share the Love – On Your Website
• Sharing content created by guests is a key part of
advocacy. ReviewPro allows you to publish content and
widgets with guest ratings and reviews.
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47. 47
Share the Love - Across the Web
TripAdvisor Review
Collection Program
HolidayCheck Review
Collection Program
Google Review
Collection Widget
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48. Return the Love – Reward Top Advocates
• Use guest satisfaction
survey filters to identify
happy and loyal guests that
could become important
advocates for your brand.
• Creatively engage with
these guests to have them
become allies in your
advocacy marketing
program.
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49. Summary: Unlocking Advocacy
1. Create something worth talking about.
2. Develop a positive cycle of advocacy by promoting
what your guests love most about you.
3. Increase in-stay listening to turn more guests into
advocates.
4. Use guest surveys to collect feedback to power
advocacy marketing on your site and across the web.
5. Treat your advocates like the VIPs they are by engaging
and rewarding them.
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50. A Few Last Tips
• Give influencers parameters,
but don’t try to control the
content they post.
• Ask influencers to disclose if
they are getting paid or
hosted (E.g., #spon,
#promoted or #ad).
• Measure results using
Google Analytics and social
media analytics tools.
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