Making Social Media Work for You


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  • Thanks to Anglia Ruskin University for the opportunity to speak with you here today. I’m looking forward to talking to you about TripAdvisor, and to hearing your questions and feedback. I am Gwénaël Merlin and I am the EMEA Partnerships Director at TripAdvisorHOW Many are hoteliers , restaurateurs, attractions?How Many have used TripAdvisor to plan their holidays?
  • Since the advent of social media, hoteliers have asked, “What’s the return-on-investment? How many resources should I apply to social media, and what can I expect to get back?” Most businesses knew, at least anecdotally, that there was value, but there were no concrete answer.
  • (The Center for Hospitality Research)Typically, as a hotel’s price per room increases its occupancy rates tend to go down. Until late last fall when, for the first time, a researcher at Cornell’s Center for Hospitality Research published a study that offered a hard metric in response to the question. Chris Anderson found that user really do impact your bottom line. In fact, review scores of one point higher on a five point scale can allow hotels to raise their prices by…..
  • However, if a property can increase its review score by one point (on a five-point scale) on OTA channels, it could increase its prices by about 11.2% and still maintain the same occupancy rates. I’ll share a few more details from his groundbreaking study later on but the bottom line is, social media matters in a way that can, ultimately, impact your bottom line.
  • And for hospitality businesses, TripAdvisor is one of the most critical social media sites out there. We have more than 100 million reviews and opinions on 2.5 businesses around the globe. And our content continues to grow at an impressive rate – 60 new contributions every minute of every day. .
  • In addition to those 60 million visitors to our desktop site, 45 million more visit our desktop solutions every month. We have a mobile website and apps for every major platform, available in 20 different languages. Travelers can do just about everything on mobile that they can do on the desktop – including finding your property and all its information.
  • Facebook has been a key focus of TripAdvisor for quite a few years now.In 2007 TripAdvisor built Cities’ I’ve Visited, a Facebook application where users can pin the places where they’ve been. Over 34 million people have used CIV, and they have pinned over 1 Billion places. In 2010 we began to use those 1B pins to tell travelers where their friends have been. We show them what places those friends have reviewed, recognizing that an endorsement – or thumbs down – from someone you know matters more. In essence, we’ve added the wisdom of friends and more personalized traveler recommendations to TripAdvisor’s wisdom of crowds. Since we became one of only 8 global Facebook “instant personalization” partners – and the only travel one -- in December 2010, more than 120 million travelers have had a “personalized”experience. And that personalization is having some positive effects. Those users are 27% more engaged; contribute twice as much content; and generate more revenue.
  • In total, we have 47 million registered members – a number that has grown dramatically over the last 12 years – contributing content
  • Beyond our large audience, one of the key benefits that TripAdvisor offers is feedback – abundant, fresh, free feedback. Our travelers tell hotels what they like and what isn’t working so well. They offer the kind of feedback that, years ago, many businesses paid market research companies to collect. Why wouldn’t you embrace that feedback, and put it to good use?
  • Travelers are using reviews, and finding them increasingly important. In a study we conducted with PhoCusWright last fall, 81% of respondents said they usually or always reference TripAdvisor reviews before making a lodging decision, and 98% syas that what they found matches the reviews 
  • Hoteliers who aren’t as familiar with TripAdvisor content sometimes fear that it’s primarily negative – that only disgruntled travelers are taking the time to leave their thoughts. In truth, reviews on TripAdvisor are overwhelmingly positive, with an average score of 4.08 out of 5.00.
  • Why else does all this feedback matter? Because reviews – how good, how recent, and how many – form the basis for your popularity ranking on TripAdvisor. A lot of property owners ask us how they can improve their ranking. It all comes down to the hospitality and service you provide, and the resulting reviews. The quality, age, and quantity of your reviews are the key factors. Embracing customer feedback, making changes accordingly, and encouraging new reviews are all things you can do to raise your standing on TripAdvisor.
  • * Represents more than a 20% increase over Hotel Management GM Survey 2011.
  • We provide a few different tools to help you digest all of your feedback. Our “Track Performance” tab, brought in a partnership with Market Metrix, helps you step back and look at guest satisfaction trends by day, week, month, and year. It also allows you to assess recent performance in comparison to competitors, and highlights which reviews might merit a response.The other tool you should check out is our management dashboard, which gives you a snapshot of how your property is doing on TripAdvisor on one page. The dashboard lists your total number of reviews and your ranking. It tells you how many new reviews you’ve gotten in the last 30 days; top comments in all of your reviews; and how many photos have been uploaded by both travelers and your property. It also lets you know what countries the majority of your page visitors are coming from, and how many management responses you’ve written in the last 30 days. CSI = Customer Satisfaction Index - Rates each review from 0-100 based on seven key TripAdvisor ratings - Compare your hotel to a competitor and your city - See a quick look at the eight most-recent reviews and the CSI score for each View a distribution of CSI scores and counts of recent reviews - Week, Month, Quarter, Year
  • Over 70,000 businesses have put TripAdvisor widgets on their site – with many of those widgets designed to encourage new reviews, or share the great ones that they’ve already received. Putting a TripAdvisor widget on your website shows prospective customer that you’re confident in your service, and that you take the voice of the customer seriously.
  • We recently begun offering a new tool, also, called Review Express. Available for free through your Management Center, Review Express allows you to upload guests’ email addresses and send out a customized request for a review. It’s a great way to follow up with guests once they’ve checked out, and remind them that you value their feedback.
  • Your new reviews will go a long way. They provide feedback to you and fodder for TripAdvisor’s visitors but beyond that, 300 million people view TripAdvisor content on sites other than TripAdvisor – like these partners of ours – each and every month.
  • TripAdvisor enables countless travelers to give feedback on your property in a very public way. What can you do? Join the conversation.
  • We strongly encourage you to not only monitor your reviews, but to respond to both positive and negative ones. Responding to reviews clearly demonstrates that you’re interested in feedback, and that you take customer service seriously. We’re pleased to see that more and more hoteliers are taking advantage of our management response feature. Responses more than doubled year-over-year from 2011 to 2012, with 1 out of 4 new reviews receiving a response in 2012.
  • Our fall PhoCusWright survey asked travelers how much management responses matter to them. A lot, it turns out. 78% said seeing a response made them feel the hotel cared more about its guests, and 84% said that a response to a bad review improved their impression of the hotel.
  • Today’s travelers are a visual crowd – being able to see what they may experience goes a long way. There’s a lot you can do to bring your property to life on your TripAdvisor page.
  • First and foremost, add photos and videos. As a property representative, you’re entitled to upload unlimited amounts. The more you give travelers to look at, the longer they’ll stay on your page – 46% longer for properties with 30 or more photos, and 29% longer for properties with just one video.
  • Beyond photos and video, we recommend that you pay attention to the “Hotel amenities” section at the top of your listing. This is the place where you can display a description of your property and list the amenities that you offer, giving you an opportunity to distinguish yourself by highlighting key features -- a spectacular view, prime location, or recent renovation. If travelers are deciding between a few similar properties, this extra touch can make the difference.
  • If travelers are saying good things about you on TripAdvisor, let the world know!
  • TripAdvisor runs two different awards programs, Travelers’ Choice and Certificate of Excellence. If your property receives either, make the most of it with a press release, media outreach, and by displaying the physical award at your property and the badge on your site.
  • All businesses listed on TripAdvisor can receive a sticker to display. If you haven’t gotten one in the mail, make a request through your Management Center. TripAdvisor members are looking for that endorsement – 75% said they’re more likely to use a business that has one on display.
  • Making Social Media Work for You

    1. 1. Making Social Media Work for You Presented by Gwénaël Merlin, Partnerships Director, EMEA Getting the Most of TripAdvisor and Your Online Presence
    3. 3. User Reviews Can Impact Your Bottom Line $$ $ $ $ $ $ $ $$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$$ $$$$$$$$$$$$$ $$$$$$$$$$$$$$ $$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012. 3
    4. 4. User reviews can impact your bottom lineSource: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012. 4
    5. 5. million reviews and opinions Unique million monthly visitors million7060 businesses listed,50 including 1,100,000+40 accommodations3020100 user contributions every minute 5
    6. 6. Mobile: Powerful extension of TripAdvisor platform• Find & contact hotels; find & reserve restaurants; find & book attractions and tours; find flights 20• 80+ City Guides available off network languages• Write reviews & participate in travel forums available 31m+ mobile app downloads 45m+ monthly unique users(1)(1) Monthly unique users on mobile devices according to TripAdvisor log files 6
    7. 7. Facebook integration monthly Facebook visitors of new reviews come from Facebook- connected users
    8. 8. 47 million TripAdvisor members 50 45 40Members (millions) 35 30 25 20 15 10 5 0 8
    10. 10. Reviews influence traveler decisions 81% of travelers usually or 98% of users agreed that always reference TripAdvisor hotel TripAdvisor hotel reviews reviews “Help me before making their plan a better trip”. selectionSource: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 10 10
    11. 11. TripAdvisor reviews are largely positive 48% 29% 12% Average Review Score: 6% 6% 4.08Source: TripAdvisor. Percentage of all ratings, December 2012 11
    12. 12. Key factors that influence your popularity RECENT REVIEWS QUANTITY QUALITY
    13. 13. How important is it to you that your staff monitors and responds to online user review sites, like TripAdvisor?Source: Hotel Management Voice of the GM Annual Survey, 2012 13
    14. 14. Track performance: Review Matrix & Management dashboard 14
    16. 16. 70,000unique domainsfeature TripAdvisorwidgets on their site
    17. 17. Review ExpressA powerful free tool to engagewith your guests after they havestayed!Easily upload your guest emailsand send out a customizedmessage requesting aTripAdvisor review.Click send a reminder email toguests that haven’t responded –we’ll send it for you!Be notified about new reviews inyour review notification email
    18. 18. people view TripAdvisor content on sites other than TripAdvisor each month
    19. 19. SPEAK UP
    20. 20. TripAdvisor Management Response Growth: 2003-2012 1 out of every 4Responses Management new reviews more than doubled year-over- in 2012 received a year from 2011-2012 Management Response2003 2004 2005 2006 2007 2008 2009 2010 2011 2012Source: Internal TripAdvisor data 20
    21. 21. Reviews influence traveler decisions 78% of respondents say seeing 84% of respondents say an a hotel management appropriate management response to reviews response to a bad review makes me believe that it improves my impression cares more about its guests. of the hotel.Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012. 21
    23. 23. Properties with 30 or Properties with at more photos have least one video have about 29more 46% percent engagement than more engagement hotelsproperties than with ten or withoutphotos fewer a videoSource: TripAdvisor, 2013 23
    24. 24. 24
    26. 26. How to promote your awards• Add the emblem to your • Contact your local media website • Post your award on Facebook• Display your award on your and other social media outlets property • Celebrate with past guests• Issue a press release 26
    27. 27. Order your TripAdvisor sticker Visit your Management Center’s “Free marketing tools” section 75% of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on displaySource: "TripAdvisor Member Survey, October 2012 27
    29. 29. Connect directly with bookersFlexible display options:• Hotel website Hotel website Phone number• Phone number• E-mail hotel• Hotel deals & special offers• Hotel packages Special Offer &• Virtual tour slide Email Hotel Announcement show 29
    30. 30. Keep in Touch• URL –• TripAdvisor for Business – – Call 0800 098 8460 (toll-free within UK). Agents are available Monday through Friday, 9:30 to 5:00 GMT.• Blog – 30