The Power of Online Reviews and Likes

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Our CEO's contribution to the 3rd Annual Hotel & Restaurant Business Conference, which took place in Dubai on 22nd & 23rd April 2013.

Looking for an MC, moderator, or keynote speaker? See what Iconsulthotels can do for you here: http://qoo.ly/ebtb

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  • http://youtu.be/8OCVKeINyp0
  • http://youtu.be/8OCVKeINyp0
  • The Power of Online Reviews and Likes

    1. 1. The Power of Online Reviews and LikesPowered by…
    2. 2. Slide  2Meet the NEW travellers, guests, and diners –social, savvy, and connected…• Socially connected• Highly influenced by what they seeonline - not just about price, butendorsement from socialcommunities, blogs, reviews• Using mobile & WIFI connecteddevices: connected all the time!• Sharing + connecting + purchasingonline
    3. 3. Slide  3Meet the NEW travellers, guests, and diners –social, savvy, and connected…
    4. 4. Slide  4Meet the NEW travellers, guests, and diners –social, savvy, and connected…Online consumer recommendations are one of the mosttrusted sources of brand advertising83% of consumers say user reviews often or sometimesimpact their purchase decisions80% of consumers have changed their mind about buying aproduct after reading a negative online review(Forrester Research Inc.)
    5. 5. Slide  5Why your online reputation matters…YesterdayTodayBrandXBrandX
    6. 6. Slide  6Why your online reputation matters…
    7. 7. Slide  7Online Reviews – Resistance is futile…Can you measure the ROI of a handshake?The ROI of engaging with online reviews today is that youstill have a hotel or restaurant tomorrow…
    8. 8. Slide  8Online Reviews – There‟s more than justTripAdvisor…
    9. 9. Slide  9Online Reviews & Organizational Culture – Somethoughts…• Tracking alone is not enough. Action must be taken!• Often, the problem lies in stretched resources - withoutadding reputation management to everyday activities.• Success requires cross-functional feedback loops & teams:From silos, lack ofcommunication, multiple handoffs…Cross-functional roles, highcollaboration, results oriented…
    10. 10. Slide  10The “Social” and “Tech-Savvy” Traveller…The behavior of today‟s tech-based travelaficionados…Are you losing influence with today‟s social consumers? Many of themare so plugged into networks of friends and peers that your brand canget completely cut out of purchase decisions.
    11. 11. Slide  11The “Social” and “Tech-Savvy” Traveller…
    12. 12. Slide  12The “Social” and “Tech-Savvy” Traveller…
    13. 13. Slide  13The “Social” and “Tech-Savvy” Traveller…
    14. 14. Slide  14TripAdvisor – Facts & Figures• > 60 million unique user every month• > 75 million reviews & opinions• Operates in 30 countries & 21languages• > 300 million people view TripAdvisorcontent on other sites each month• > 655,000 hotels; > 1M restaurantsTripAdvisor – The Facebook of Travel?
    15. 15. Slide  15TripAdvisor – Fine-tuning your Listings• Verify that you‟re property/outlet is shown in the right location on TA‟s“Browse nearby” map• Upload outlet specific pictures, e.g cocktails, food-shots, etc.• Rotate and/or refresh main listing photo monthly; consider seasons &target markets• Upload a new video at least once a year; preferably upload severalvideos throughout the year• Review all information regularly• 30+ photos  41% more engagement than listings with 10 or fewer photos• At least one video  34% more engagement than listings without a video•50+ reviews  27% more engagement than listings with 10 or fewerreviews
    16. 16. Slide  16Dedicated F&B Review Websites
    17. 17. Slide  17Zomato
    18. 18. Slide  18Zomato
    19. 19. Slide  19Zomato
    20. 20. Slide  20Dedicated F&B Review Websites
    21. 21. Slide  21Dedicated F&B Review Websites
    22. 22. Slide  22Local Review Websites & Location-Based Services
    23. 23. Slide  23Local Review Websites & Location-Based Services
    24. 24. Slide  24Local Review Websites & Location-Based Services
    25. 25. Slide  25Local Review Websites & Location-Based Services
    26. 26. Slide  26Local Review Websites & Location-Based Services
    27. 27. Slide  27Local Review Websites & Location-Based Services
    28. 28. Slide  28Local Review Websites & Location-Based Services
    29. 29. Slide  29The Power of “Likes”
    30. 30. Slide  30The Power of “Likes”
    31. 31. Slide  31Numbers are good, engagement is better!• Many users who have „liked‟ your page will never actually engage with thecontent• Acquiring 25,000 new likes in a month might sound impressive, but if only 250of those fans are accessing the content then the other 24,750 are of noimportance with regards to communication. Only direct interaction with apage‟s content will spread that content to the user‟s friends‟ news feeds.• Build engaged platforms by providing quality & relevant content onFacebook, Twitter, blogs• Acquiring new Facebook fans is still an important task, but when measuring theimpact of a marketing campaign, Engagement and Reach are more valuableevaluation tools than Likes.• It‟s all about targeting & segmenting
    32. 32. Slide  32Questions?
    33. 33. Slide  33Please connect!LinkedIn: http://www.linkedin.com/company/iconsulthotels-fzeTwitter: @iconsulthotelsFacebook: https://www.facebook.com/iconsulthotels

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