Reputation & Social Referral
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How to get people to talk about and recommend your hotel online
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Reputation & Social Referral
- 1. Advocates & Influencers: How to Get People to Talk About and Recommend Your Hotel Online WEBINAR November 29, 2016
- 2. Your Host 2 Daniel E. Craig Founder, Reknown Twitter @dcraig www.reknown.com #SMWebinar
- 3. Questions & Comments 3 Tweet your comments, questions & favorite tips using @ReviewPro & #SMWebinar hashtag Resource Hub www.reviewpro.com/resources #SMWebinar
- 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. 4#SMWebinar
- 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 5#SMWebinar
- 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 #SMWebinar 6
- 7. Panelist 7 Josiah Mackenzie VP of Business Development @JosiahMackenzie @ReviewPro #SMWebinar
- 8. Our Vision 8#SMWebinar Enable our clients to deliver better guest experiences & to profit from Guest Intelligence.
- 9. About ReviewPro 9 Guest SurveysOnline Reputation #SMWebinar
- 10. Clients & Partners 10 More than 30,000 hotels in over 150 countries rely upon ReviewPro to improve guest satisfaction and increase revenue.
- 13. Online Advocates vs. Influencers 13 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 #SMWebinar
- 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. 14 ADVOCATE INFLUENCER ADVOCATE AND INFLUENCER INFLUENCER INFLUENCER #SMWebinar
- 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 #SMWebinar 15
- 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 16#SMWebinar
- 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 17
- 19. Panelist 19 Adele Gutman VP, Sales, Marketing & Revenue Library Hotel Collection @AdeleGutman @LibraryHotelLHC #SMWebinar
- 23. Ask Influencers to Help Spread the Word 23
- 24. Power Influencers Magnify Impact 24
- 28. Bloggers 28
- 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. 30
- 31. Coming Soon from Library Hotel Collection! 31
- 32. Questions & Comments 32 Send us your questions or comments using the module on your screen or tweet them using @ReviewPro and #SMWebinar hashtag #SMWebinar
- 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. 33#SMWebinar
- 34. Tools for Finding & Qualifying Influencers
- 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? 35#SMWebinar
- 36. Qualifying Websites & Blogs: Alexa 36
- 37. Measuring Influence: Klear and Klout
- 38. Top Travel Blogs: The Expeditioner 38
- 42. Build experiences people will love
- 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. 43#SMWebinar
- 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. #SMWebinar 44
- 45. Feel the Love – Collect Direct Feedback #SMWebinar 45
- 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. 46#SMWebinar
- 47. 47 Share the Love - Across the Web TripAdvisor Review Collection Program HolidayCheck Review Collection Program Google Review Collection Widget #SMWebinar
- 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. #SMWebinar 48
- 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. #SMWebinar 49
- 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. 50#SMWebinar
- 51. Q&A
- 52. Q&A with our Panelists Daniel E. Craig Founder REKNOWN @dcraig Josiah Mackenzie Vice President, Business Development REVIEWPRO @ReviewPro 52 Adele Gutman Vice President, Sales, Marketing & Revenue LIBRARY HOTEL COLLECTION @LibraryHotelLHC #SMWebinar