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Top on tripadvisor

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How to be Top on Tripadvisor - presentation to National Hotel Marketing Conference, UK April 2015

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Top on tripadvisor

  1. 1. Alan Stevens The MediaCoach Twitter: mediacoach How to be top on TripAdvisor All tweets welcome: #NHMC2015
  2. 2. Is your business like this?
  3. 3. Or like this?
  4. 4. What do customers know about you? • PAID • OWNED • EARNED
  5. 5. What do customers know about you? • PAID - Adverts on Facebook, Google etc • OWNED • EARNED
  6. 6. What do customers know about you? • PAID - Adverts on Facebook, Google etc • OWNED - Your website • EARNED
  7. 7. What do customers know about you? • PAID - Adverts on Facebook, Google etc • OWNED - Your website • EARNED - Review sites, social media
  8. 8. What do customers know about you? • PAID - Adverts on Facebook, Google etc • OWNED - Your website • EARNED - Review sites, social media
  9. 9. Where will they talk about you?
  10. 10. A negative tweet could cause a business to lose 30 customers (Convergys Corporation, 2009)
  11. 11. What do reviewers review?
  12. 12. What do reviewers review?
  13. 13. “There is no product or service good enough to overcome a bad customer experience”
  14. 14. Where do customers put reviews?
  15. 15. What prompts a review? • Being asked • Quantity of previous reviews • Experience differs from expectation • No other channels • Unresolved issues • A very good or bad experience
  16. 16. Ways to get reviews
  17. 17. • Personal request • Post-visit email • Regular email • Physical reminder • Call to action on website Ways to get reviews
  18. 18. Tripadvisor Insights
  19. 19. Dealing with negatives • Provide non-review paths for feedback • Links to support in emails • Live resolution/escalation • Broadcast your willingness to listen to feedback • Learn from negative feedback - a process, not a reaction • Always respond to comments
  20. 20. Responding to comments • Quick, not immediate • Know the rules (No personal insults..) • Decide what level to reply at • Claim your business listing • Public or private?
  21. 21. Crisis, what crisis? • One bad review isn’t a crisis, unless: • It’s from a celeb • It’s retweeted or shared • It highlights a danger • Any of the above, or a series of bad reviews is a crisis
  22. 22. • You can prepare for any potential crisis • You can set up a communications plan that will work in any situation • Crises lead to panic. Preparation allows you to stay calm
  23. 23. • Behaving well towards your customers at all times will help to save your reputation in a crisis
  24. 24. Essential qualities • Transparency • Humility • Contrition • De-escalation • Move the conversation offline
  25. 25. • Perform an act of goodwill immediately after the crisis • Declare the crisis over
  26. 26. Alan’s 4 point review plan 1.Encourage reviews 2.Pay attention to what they say 3.Share your good reviews widely 4.Respond fast, personally and appropriately
  27. 27. Download this from: slideshare.net/mediacoach
  28. 28. Alan Stevens The MediaCoach Twitter: mediacoach Thank You!

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