This document provides tips on how to get positive reviews and be top ranked on TripAdvisor. It discusses the importance of earned media like reviews on generating customer knowledge of a business. It recommends actively encouraging reviews through emails and onsite prompts. The document also provides guidance on how to handle negative reviews by responding respectfully and using them to improve. It stresses preparing a communications plan to maintain calm in any potential review-related crisis. Finally, it outlines a four point review plan of encouraging reviews, paying attention to feedback, sharing positive reviews, and responding quickly and appropriately.

1. Alan Stevens
The MediaCoach
Twitter: mediacoach
How to be top on
TripAdvisor
All tweets welcome:
@yorkhotelshow

2. Text
Is your business
like this?

3. Or like this?

4. What do customers know about you?
• PAID
• OWNED
• EARNED

5. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED
• EARNED

6. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED

7. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

8. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

9. Where will they talk about you?

12. A negative tweet could cause a business
to lose 30 customers
(Convergys Corporation, 2009)

13. What do reviewers review?

14. What do reviewers review?
Customer
Service

15. There is no product
or service good
enough to overcome a
bad customer
experience

16. Where do
customers
put reviews?

20. How to be top on
Tripadvisor

21. 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

22. Ways to get reviews

23. • Personal request
• Post-visit email
• Regular email
• Physical reminder
• Call to action on website
Ways to get reviews

25. Tripadvisor Insights

27. 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

28. 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?

29. 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

31. • 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

32. • Behaving well towards your customers at
all times will help to save your reputation in
a crisis

33. Essential qualities
• Transparency
• Humility
• Contrition
• De-escalation
• Move the conversation offline

34. • Perform an act of goodwill immediately
after the crisis
• Declare the crisis over

35. 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

36. Download this from:
slideshare.net/mediacoach

37. Alan Stevens
The MediaCoach
Twitter: mediacoach
Thank You!
All tweets welcome:
@yorkhotelshow