Online reputation thailand - pdf

ONLINE REPUTATION
Workshop
Bangkok – February 2013
1 Hotel Solutions Asia Pacific / MRCI – Marketing Research & Consumer Intelligence

ONLINE REPUTATION PRINCIPLE
Online Reputation
Perception that a brand generates on the Internet based on its digital footprint .
2

3
Reviews ESSENTIALS
in the hotel
BOOKING PROCESS

ONLINE REPUTATION
4 Scope: 28,000 Internet respondents in 56 countries

5
THE SOCIAL GALAXY
PURE
REVIEW
WEBSITES
SOCIAL
NETWORKS
OLTAs
BLOGS
FORUM

6
Reviews ESSENTIALS in the hotel BOOKING PROCESS

7

8

“81% of travelers said reviews
were important when deciding
which hotel to book.”
Tripadvisor – Forrester Consulting- 2010
9
“Consumers are willing to pay more
(30%) for hotels with online reviews
that indicates superior service”
Comscore
“88% read online reviews
before booking”
ReviewPro

10
“78% stated that hotel with reviews make them
believe that hotels care about their guests.”
Phocuswright / Tripadvisor research
“After reading positive reviews, guests arriving at a
hotel start with a higher satisfaction level”
Trust You

11
REVIEWS IMPORTANCE
“Reputation drives booking.
It is the first driver before
hotel location, and price.”
Revinate
Highest correlation between reviews and bookings between
10 and 40 days out.

12
Why getting more reviews?
More reviews increase…
►your ranking
►your rating
►Your conversion
A 2010 Phocuswright survey found
that OTA shoppers who visited
hotel review pages were twice as
likely to book.
“On Expedia.com, good reviews of
4.0 or 5.0 generate more than
double the conversion of 1.0-2.9”
Jennifer Davies – Senior Content
Manager Expedia

13
►your opportunities to improve operations/service
Why getting more reviews?

14
How do consumers write reviews?
2 bias in writing reviews:
►Purchasing bias: only consumers with favorable disposition towards a product
purchase the product and have the opportunity to write a product review.
►Under-reporting bias: consumers with polarized (either positive or negative)
reviews are more likely to report their reviews than consumers with moderate
reviews.

14

15

16

17
Reviews are mostly positive
Negative
12%
Neutral
28%
Positive
60%

18

19
How do consumers use reviews?

20
How do consumers use reviews?
►Look at the overall picture
►Focus on recent reviews
►Take reviews more seriously if they are a lot of them for a given hotel.
►Look at negative reviews if it is about something important to them
►Look at the reviewer profile

21
GUEST FEEDBACKS MANAGEMENT
Encourage the conversation
Monitor the conversation
Take part to the conversation
Improve Operations

22
Ask your guests to write a review:
Revinate

23
►Focus on check in and check out
At check in:
►Emphasize that we want to make their stay the best
possible. They shouldn’t hesitate to come and see
us if there is anything we can do.
►We value his/her feedbacks, then we will ask the
guest his/her feedbacks at the end.
At check out:
►Ask the guest : “Did you have a nice stay with us?” –
Then encourage to write a review while positive
memories are fresh.
►Reinforce good things at check out (“did you have
the chance to use…?”). They are more likely to
remember when posting a review.

24
“I am happy to hear you enjoyed your stay. If you
would like to share your experience on…, it would
mean a lot to us”

25

26

What about the risk of bad reviews?
27
►Make it credible
►No way to erase
►Only a problem only if you have a small number of reviews.
►The most important is HOW YOU REACT!
►Opportunity to turn the guest an advocate

What about fake reviews?
What about fake reviews?
►“98% think that reviews are accurate” Tripadvisor – Phocuwright research.
►“Zero tolerance”
►Document and report them
►New functionality to report “threat”.
►Until proven guilty, assume all reviews are
real and true.
28

'Dear staff. We could do with some positive
comments': Hotel boss is caught telling his
workers to post fake reviews on TripAdvisor
A hotel boss ordered his staff to write bogus reviews of his hotel after it had a series of bad reviews
online.
Frank Long,who runs the Ramada Glasgow Airport Hotel.emailed his staff asking them to post
glowing reviews of the hotel on TripAdvisor to boost its ratings.
He wrote to his team:'We could do with some positive comments'.
Bogus:Frank Long,who runs the Ramada Glasgow Airport Hotel,picture d,emailed his staff asking them to go
online and post glowing reviews of the hotel on TripAdvisor
CCOR
30
He even asked his staff not to 'go overboard' so that the reviews appeared real. zw Frontiers in Hospitality

32
Improve Operations

33
TRUST YOU REGISTRATION
►45 hotels registered to TY
►Yet to register:
1828 Mercure Vientiane Mercure LAOS
7488 Pullman Phuket Arcadia Naithon Beach Pullman THAILAND
7050 V Villas Hua Hin (no Brand) No Brand THAILAND
8154 Veranda High Resort Chiang Mai (Mgallery) Mgallery THAILAND
6162 Grand Mercure BKK Asoke Residence Grand Mercure THAILAND
1130 Novotel Rayong Rim Pae Novotel THAILAND
8823 Novotel Chaam Novotel THAILAND

34
GUEST FEEDBACKS MONITORING
SCORE CONSOLIDATION SEMANTIC ANALYSIS

36
Why using a E-Reputation management tool?
quick.””””
““““Food a
bleak
“The check-in was
very
“No WiFi in
hotel rooms.”
“The surroundings
were noisy and
.”
“The staff was
nd drinks
friendly to kids.” were great.”

37
TRUST YOU FUNCTIONALITIES
KPIs & BENCHMARK TO COMPETITIVE SET

38
SENTIMENT ANALYSIS

39
ANSWER REVIEWS

40
COMP. SET

* As of October 2012
41
REVIEW SOURCES– ACCOR Asia Pacific
Total
Number of
Reviews
2.
3.
4.
5.

ACCOR Asia Pacific Share of voice
42
►ACCOR has 13% share of voice in Asia Pacific
Significant higher
share of voice
(vs. average)
Significant Lower
share of voice
(vs. average)

43
Top review languages – Asia Pacific
ACCOR ALLBRANDS
►Higher share of voice in English (15%), Chinese (17%), French (15%),
Dutch (16%), Russian (17%), Portuguese (15%), Korean (14%),
Indonesian (28%), Arabic (15%) and Hebrew (25%).

44
HOW TO GET THE MOST OUT OF TRIPADVISOR

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Read reviews »
45 Open New Fronti e rs in Hospit al it y

HOW TO GET THE MOST OUT OF TRIPADVISOR
46
►Ranking depends on:

TRIPADVISOR Factsheet
• URL: www.tripadvisor.com
• Type: Review website
• Owned by: Used to be owned by Expedia.
Spin off in 2011.
SCORES & RANKING:
• Global rating: From 1 to 5.
• Recommendation:
• Rating categories: Service, value, quality of
sleep, cleanliness, location, room, spa,
breakfast.
• Ranking: City ranking.
REVIEWS:
• Booking required for reviews:
• Reviewer profile:
• User photos:
• Reviews from other websites:
MANAGEMENT OPTIONS:
• Management responses:
• Platform: Tripadvisor Owner page
47

48
Improve Operations

Why answering reviews?
Forrester Tripadvisor Custom Online Survey
49
►Management answers make strong impressions:
Source:
A commissioned survey conducted by Forrester Consulting on behalf of Tripadvisor (2010 Q4)

50
►Only 30% of travel brands actively manage their presence
on Tripadvisor
►70% don’t bother answering
►60% of companies don’t respond to customers via social
media
►70% of all complaints on social media go unanswered
►32% of hotels worldwide have responded to review in 2012

52
►Hotels who answer to guests get an average of 147% more
reviews (Trust You)
►Unhappy customers quickly forgive companies that respond to
them 33% of customers who left a negative review on a
shopping website ended up posting a positive review after
receiving a response, while another 34% deleted original
review. (2011 Harris Interactive study)
►Hotels get the last word!

% OF ANSWERS TO POSITIVE REVIEWS – 2012
53

% OF ANSWERS TO NEGATIVE REVIEWS - 2012
54

How to answer reviews?
55
Answer…
►ALL negative reviews
►Some positive reviews
(at least 10%)

56
It is one thing to
“join the gym”
and another
“to get into shape”

58
SPEED

60
HUMAN

66
3 different purposes of answer:
APOLOGY
CLARIFY
SHOW GRATITUDE

67
HOW TO ANSWER REVIEWS
Empathize
• Acknowledge / Respect guest
perception
• Apologize (if required)
• Thanks for comments
• Clarify the facts
• Get the roots of the issue
/ Offline
• Isolated incidents
• Quality policy
• Praise the hotel staff
• Welcome back
Put into
context
Reinsure &
Commit
Reinforce
• Remind usual brand standards
• What has been/will be put in
place
• Usual feedbacks/scores

How to answer NEGATIVE reviews?
68
►Don’t ignore feedbacks. Consider negative feedbacks as an opportunity.
►Don’t answer when you are angry – don’t get emotional or personal.
►Don’t put the blame on the customer – apologize and explain but provide
the guest a win; even for ridiculous complaint. Do not get defensive.
Apologize – give them a win.
►Underscore that this is not the norm for the hotel and that you always
strive to exceed guest expectations; apologize for falling short in this
instance.

69
►Address the specific problem mentioned and offer a solution/explain how
the hotel is taking action. Do your research, investigate each case to go to
the bottom of the issue. If inaccurate, rectify the information.
►Bring it offline. Invite the guest to contact you personally.
►Try to win over reviewer and reassure other travellers.
►Use negative feedbacks to qualify the audience (e.g. Child unfriendly).
►Welcome the guest to stay again: tell them you would welcome the
opportunity to win back their trust during a future visit.

70
DON’T
►Don’t question the reviewer legitimacy.
“Thank you so much for taking the
time to submit a review. As I was
very concerned by the statements
made, I researched your stay and
have been unable to find proof of
your visit in our logs. If in fact, you
stayed with us and not another
property, as sometimes happens,
please contact us at your earliest
convenience so I can discuss your
experience in more details. Thank
you.”
Example of appropriate answer:
►“I have taken measures to investigate the issue but have not been able to verify the
problem – Please contact me directly for more info.”
►“We can find no record of this incident and take such matters seriously. Kindly contact
me directly to discuss.”

71
On PRICE
“Our pricing is comparable to similar properties in the area and
we feel we provide good value given our central location and
extensive facilities.
We regret that this was not your impression and offer our
apologies.”

72
On NOISE
►Don’t cover up but don’t scare other potential guests
“The local nightlife is indeed vibrant, especially on week ends,
which is part of what attracts many of our guests. We do offer
quieter rooms on our south side that can be reserved upon
request”.

73
On CLEANLINESS
“We take pride in our cleanliness and attention to details, but
clearly we were not up to the standards on your stay.”

74
Tired DÉCOR
“We realize that our property is ready for a refresh and our
modest rates reflect this.”

75
Real ISSUE
“I truly regret that we didn’t handle things better and have
followed up with my team to ensure such a situation does not
recur.”

76
How to answer POSITIVE reviews?
►Confirm what they enjoyed (reaffirm the positive).
►Use the opportunity to congratulate your staff on providing excellent service
(Do this by name, if possible).
►Let the guest know that the hotel is delighted to hear about the positive
experience: “We are so happy you enjoyed your stay and look forward to
welcoming you again.”
►Make the point that the hotel strives for this level of excellence with all
guests.
►Invite the guest back to the hotel.

77
How to answer MIXED reviews?
►65 to 75% of reviews are mixed (Expedia)
►Don’t ignore the negative parts
►Highlight the star rating of the review
►Be selective

78
►Use the “sandwich” method:
1. Re- affirm the positive
2. Address the negative
3. Close on positive features

79

80

81
“Spending time managing
a bad reputation makes
no sense. Provide good
“remarkable” service
instead!”
Improve Operations

82
DATA METRICS
Review score aggregate over the past 2
years based on TY algorithm (recent
reviews have higher weight)
Review score aggregate over a period
of time. Reviews are not weighted by
recency.
Ranking aggregate: percentage of
hotels listed below a property for a
specific city.
Number of reviews (positive vs.
negative) over a period of time.
Number of management answers
(where possible) over a period of time.
Scores by category based on the
sentiment analysis of verbatim.
Number of “like”, check in
Number of hotel posts
Number of mentions
Number of followers, followings
Number of hotel tweets
Number of mentions
Score
Topics
Influencers and influencees
Number of tips, check in, users, likes, photos
Number of hotel tweets
Number of mentions
Number of videos & pictures with
hotel tags
Number of articles/posts where the
hotel is mentioned

90
KEY ACTIONS at HOTEL LEVEL
./ Assign E-Reputation Management responsibility and
ensure training
./ Encourage guests to post reviews
./ Trust You registration (550 USD a year)
./ Hotels answer all negative reviews and 1 out of 10 good
reviews by following the guidelines
./ Monitor categories with low or decreasing scores and put
in place action plan for operational improvements

91
How to improve your rating?
Deliver a remarkable experience:
►Under promise over deliver.
►Don’t use superlatives online- Highlight guest reviews instead of using
superlatives – more credible.
►Create magical moments -Surprise guests.
►Find little extras – it doesn’t have to be expensive or luxurious.
►Give them something to talk about.
►Empower staff to make active decision to create successful experience.
►Reviews are more on problems than on the place. Problems are opportunities
for a “remarkable come back”.
►The decision to write a review comes from a single interaction. “68% of
costumer defect because of an attitude of indifference towards the customer by
the staff. 80% of complaints are likely to have poor communication as their root
cause.” (iGroupAdvisors)

92
How to improve your rating?
All reputation management starts offline - on property. «Service is marketing»
►Ask « How is everything going with your stay? »
►Interact with guests during their stay. Ask “How everything is going in the
room?”
►Be proactive/preventive. Encourage to raise problems. A typical business hears
from only about 4% of its dissatisfied customers. (iGroupAdvisors)
►Follow up and provide solutions.
►It will be less about the problem, than how the staff handled it.
►If there is a serious problem, fix things before the guest departs. Ask «Is there
anything we can do to make it up to you? » instead of imposing a solution.
►Integrate the “customer centric culture” in daily operation.

93
SOCIAL MEDIA
PURE
REVIEW
WEBSITES
SOCIAL
NETWORKS
OLTAs
BLOGS
FORUM

94
POP QUIZ
Who spend most time on
social media?
1- Argentina (9.8 hours)
2- Brazil (9.7 hours)
3- Russia (9.6 hours)
4- Thailand (8.7 hours)

95
POP QUIZ
What are the countries that
have viewed Gangnam style
on Youtube the most?

96
POP QUIZ
How many Facebook users in
Thailand?
18.2M

97
POP QUIZ
What is the number one user
city on Facebook?
Bangkok (8M accounts)

98
POP QUIZ
What is the top Thai
Facebook page?
Pai Texas
(Texas Hold ‘Em Poker - 2.2M
“like”)

99
SOCIAL MEDIA MANAGEMENT
KPIs

100
TWITTER

FACEBOOK PAGES
105
./ A Facebook Place is a page with an address recognized by Bing.
./ Customers can then notify that they are at the place. It appears as a
“check in” on the place page.

106
FACEBOOK CONVERSATION

108
FOURSQUARE CONVERSATION

109
YOUTUBE VIDEO

110
FLICKr PICTURES

BLOG CONVERSATION
111

FORUM CONVERSATION
112

113
MESSENGING SERVICE - LINE
►Free calling and group chat
►With Stickers and emoticons
►Stamp to be used for photo creation

114
WHAT’S NEXT
►Profile from Tripadvisor
►Answer reviews directly through TrustYou (Tripadvisor)
►Live feed
►Semantic analysis on Medallia verbatims
►Guidelines on social networks content creation

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