Dec. 2011 Webinar - Managing Your Hospitality Brand's Online Reputation


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In the digital world, consumers own brand management. By posting positive (or negative) reviews and blog posts, consumers become a sales enabler (or preventer). Customer reviews are particularly critical influencers in the hospitality space. Hotels and restaurants can be made or broken by even a single review from a person of influence. While customers have a louder voice than ever, there is opportunity awaiting hospitality brands that embrace search engine and social media marketing to help manage their brand and reputation online. Kent Lewis, President and Founder of Anvil Media, will outline effective strategies, tactics and tools for online brand management. Learn how to turn positive (and negative) reviews into real revenue.

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  • I. Online Reputation Management (ORM) Overview    A. Landscape    B. Challenges     C. OpportunitiesII. ORM StrategiesSearch Engine Optimization (SEO)Paid-per-click (PPC)Social MediaSEM Public Relations (SEM PR)III. ReviewsLocal ListingsReview WebsitesLocation-based ServicesIII. Tools*Google AlertsSocial MentionHootSuiteRevinateIV. Resources*List of Websites
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  • Local search ecosystem – shows people how everything is connected and that it is essential to cover all angles
  • Dec. 2011 Webinar - Managing Your Hospitality Brand's Online Reputation

    1. 1. Best Practices forManaging Your OnlineReputation in theHospitality IndustryPresented by:Kent Lewis(@KentLewis)President & FounderAnvil Media,
    2. 2. About Anvil MediaAnvil Media, Inc. is a digital marketing agency specializing in searchengine marketing (SEM) services including search engineoptimization, pay-per-click management, online reputationmanagement, mobile marketing, social media marketing, webanalytics and site conversion optimization.
    3. 3. About AnvilFounded in 2000, currently 16 employees & 50+ clients100% of account team Google AdWords & Analyticscertified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI &WhartonInc. & Portland Business Journal Fastest GrowingCompany
    4. 4. Who We’ve Worked With
    5. 5. AgendaOnline Reputation Management OverviewORM Strategies & TacticsPlatformsCustomer ReviewsTrainingToolsResources
    6. 6. ORM Overview
    7. 7. Universal Search Incorporates a variety of media Pushes down organic listings Review sites rank well (50%) Changes the game for SEO
    8. 8. Reviews & Trust
    9. 9. The Impact of Reputation Management
    10. 10. Social Media & Reputation ManagementRelevanceValueCommitmentHonestyTransparency 10
    11. 11. ORM Strategies & Tactics
    12. 12. ORM FundamentalsPlug the leak!Identify undesirable listings in search resultsCreate & optimize competitive contentDevelop inbound links to boost rankingsLeverage existing opportunities Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote “friendly” content in target search results 12
    13. 13. ORM Strategies & TacticsOptimize branded corporate content on site Home, About, Contact, Legal, etc.Optimize PR content (News Room) FAQs, attractions, events, awards, etc.Syndicate high value content Releases, articles, blog posts, etc.Integrate metrics & measurement URLs, tracking strings, unique 800#, promo codes 13
    14. 14. Advanced ORM TechniquesAddress the issue directly (offline)Create & optimize multimedia assetsDevelop subdomain contentBuild free site/pages (Google Sites)Leverage pay-per-post blogsCreate viral/linkbait contentLeverage charitable donations/sponsorshipsParticipate in indexable forums*Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and Jaan Kanellis 14
    15. 15. Search Engine Ranking Factors 2011 15
    16. 16. Future Ranking Factors
    17. 17. Local SEO: Place Pages Based on city or IP address Claim your listing Ensure info is correct Rank by citations/reviews
    18. 18. Local SEO: Places Pages Add images & videos Add coupons & updates Request reviews
    19. 19. Local SEO: Ranking Factors Location, Location, Location Verification, Verification Association & Citations
    20. 20. Paid Search: PPC Advertising Target by keyword & location Develop custom landing pages Enhance listings Leverage affiliate program for ORM
    21. 21. SEM PR: Fundamentals SEM Public Relations  Build out a News Room  Create, optimize & syndicate release  Augment with paid search & social  Measure visibility, clicks & conversion 21
    22. 22. Platforms
    23. 23. Google+: Engagement & Customer Service Google+ for ORM  Create & join Circles & Hangouts  Better filtering of network than FB  Likely to surpass FB for business  Will trump FB in search results (ORM)
    24. 24. Facebook: Engagement & Customer Service Facebook for ORM  Monitor wall for customer service  Post questions to illicit insights  Host contests to generate testimonial  Optimize profile to rank in search
    25. 25. Twitter: Awareness & Testimonials Twitter for ORM  Monitor stream for customer service  Monitor keywords for sales & marketing  Leverage fans for testimonials & reviews  Optimize profile to rank in search
    26. 26. Flickr: Awareness & Image Search Flickr for ORM  Monitor image search for potential issues  Optimize & post quality images  Optimize profile to rank in search
    27. 27. Blog: Awareness & Credibility Blog for ORM  Create posts based on topical need  Syndicate posts for maximum reach  Utilize to address timely ORM issues  Optimize profile to rank in search
    28. 28. Mobile: The Emerging ORM PlatformPersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
    29. 29. Location-based ServicesVirtual Loyalty/Couponing ProgramsUtilize cellular, GPS, Bluetooth & NFCtechnologyPopular: Google & Facebook Places,FoursquareMajority of platforms offer reviews & tips
    30. 30. Foursquare Local SEO: Foursquare  Claim & manage tips  Create special offers & reward Mayor  Monitor analytics & use via admin  Also consider GoWalla & Loopt
    31. 31. Customer Reviews
    32. 32. Reviews in Search Incorporates a variety of sources Stars impact perception & clicks Reviews can impact rankings What is your review strategy?
    33. 33. Holistic Approach is a Must
    34. 34. Where can you take action?Type Free Basic Directly Aggregated Analytics* Can Offer Listing Respond to Reviews Coupon/ Reviews Included Promotion *Search EngineGoogle Places ✓ ✓ ✓ ✓ ✓(Hotpot)Yahoo Local ✓Bing Local ✓ ✓ServiceYelp ✓ ✓ ✓ ✓CitySearch ✓ ✓ ✓ ✓TripAdvisor ✓ ✓ ✓LBSFoursquare ✓ ✓ ✓FB Places ✓ ✓ ✓ ✓Gowalla ✓ ✓Loopt ✓ ✓ *Some options are only available on paid listings
    35. 35. Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content
    36. 36. What to DoClaim Optimize MonitorTips: Tips: Tips:Claim ALL listings Consistency is key Monitor as much ofUse business email Use legal business the web as you can name Use monitoring Link to webpage with tools address and phone Respond to number negative and positive reviews
    37. 37. Managing Customer Reviews When to Respond Your are in the wrong A review is misstating facts The issue is common How to Respond Be honest Be calm Make amends
    38. 38. Training
    39. 39. Internal ORM Liability IssuesSlander, Defamation & Libel Employers are liable for employee’s negative commentsEmployee Actions Wrongful termination or discrimination based on posts may lead to a lawsuitHarassment Use of discriminatory, threatening or derogatory language by employeesSecurity Compromised by hackers phishing social platforms 39
    40. 40. Internal ORM: SolutionsGuidelines Develop culture-appropriate guidelines Adopt successful public strategies (see links)Hiring & Training Require training before allowing access to social Revisit guidelines and training regularlyRestriction If all else fails, block access to offending sites 40
    41. 41. Sample Employee GuidelinesBe transparent, judicious, humble, human, professional, smartTalk about what you know and add value; know your audienceMake it interesting, unique, remarkable, informative, funThink before you post or replyRespect the privacy and opinions of others (even competitors)Don’t pick fights, and be the first to correct your mistakesHonor confidentiality, proprietary information & IPRespect copyright, fair use and financial disclosure lawsGain approval and cite your sources, before postingUnderstand terms of service of social platformsLeverage social media to increase, not decrease productivityReport any policy violations to management 41
    42. 42. Tools
    43. 43. Tool: Google AlertsMonitoring: Google AlertsSelect keywordsSent to inboxAlso available on Yahoo!
    44. 44. Tool: Google Me on the Web (New) Monitoring: Google Me on the Web  Monitor emails and keywords  Offers limited custom alerts  Can schedule update frequency  Includes helpful ORM resources
    45. 45. Tool: Monitor ThisMonitoring: Monitor ThisKeyword-based alertsMETA search: up to 25 engines assourcesProvides more comprehensivecoverage
    46. 46. Tool: Social Mention Monitoring: Social Mention Robust on-site reports Also monitors blogs and comments Can receive regular updates via email
    47. 47. Tool: RSS FeedsNews Feeds: RSSMonitor multiple outlets (feeds)Use Google Read or Yahoo! Pipes tomanageComplex to configure initially
    48. 48. Tool: Yext RepLocal Review Management: YextMonitor multiple local listingsEasy to configure and manageGood starting point with limitedinvestment
    49. 49. Tool: RevinateReview Management: RevinateHotel-specific reviewsMonitor reviews from multiplesitesSee overall hotel ratings
    50. 50. ResourcesLinksHow Local Search Can Be Your Reputation Manager By Reviews & Online Reputation Terrorists Part 2 – Who Gives Them and Why? Follow-up: A Cheat Sheet Google+ Business Profiles Will Trump Facebook Pages s.htmlBing’s New Business Portal for Local Listings’s Going on with the Hotels & Accommodations Industry in Search?
    51. 51. Resources Cont.ArticlesOnline Reputation Management: The New PR PR Efforts Boost Visibility and Sales Reasons for Brands not to Outsource Social Media Marketing Social Media Platforms At-a-Glance Marketer’s Guide to Location-Based Social Networking Marketer’s Guide to Getting Started with Social Media Marketing
    52. 52. Q&A & Next StepsRead Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on TwitterContact us with questions about hospitality ORM Kent Lewis President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x223 M: 503.260.6700 Twitter & Skype: @kentjlewis LinkedIn: kentlewis