This document provides tips for destination marketing organizations (DMOs) on using TripAdvisor for marketing. It discusses how TripAdvisor has become the largest online travel community through user-generated content. It then offers opportunities for DMOs through advertising, acting as a PR tool, using TripAdvisor content on their own websites, stakeholder services, and ongoing data sharing. Specific tips are provided on responding to negative reviews, spotting fraudulent reviews, and using the Travel Business Owner's Center. The overall message is that TripAdvisor should be embraced as a major part of any destination's marketing strategy.

1. TripAdvisor for
Destinations
Jim Brody
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2. Destination Marketing is Complex
1. “Sense of Place”
2. Political pressures
3. Stakeholder pressures
4. Unaided brand awareness
5. Crisis curveball
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3. One Word.
Think.
How do you define your brand?
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4. The Big Marketing Idea Is Everything…
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5. Online Brand Messaging
• Your controlled brand
message
• People responding and
talking about that message
• People talking about their
experiences with you
• Your message when
something goes wrong
• People talking about you
when something goes wrong
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6. Don’t Panic!
It’s just another
marketing tool!
KNOW YOUR
ENVIRONMENT!
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7. Profoundly Altered Marketing Landscape
The largest audience in history!
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8. Fully Active Medium
Focused on a Mission
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9. T he Online User
Experience is Self-
Customized
Over 1,000 decisions
in an average online session
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10. 2-Way Communications Tool
Instant and unlimited feedback
What to you really want visitors to your website to do?
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11. No Backlash
In anonymous
environment there
is both comfort and
safety.
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12. Equal-Opportunity Communication
- No Distance
- No Time
- Level Playing Field
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13. Super Technology
- Everything can be analyzed
- Easily Updated
- Crashes/Downtime is rare
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14. Media Play-Doh
- Unlimited creative
potential
- Follows a moving target
- Messaging can be
successfully complex
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15. The Mind of the User is All-Important…
What people are thinking is more
important then where they are
sitting while they are doing it.
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16. Segmentation vs Differentiation
- Segmentation is demographic
driven
- Who and Where are they?
- Differentiation is
behaviorally driven
- What does this person
want?
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17. The Active Consumer vs. The Couch Potato
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18. The Active Consumer vs. The Couch Potato
Active: On a mission and in focus
Potato: Just on because… well…it’s on
Active: Targeted for their interests and behavior online
Potato: Just dumb luck they’re watching and
not at the fridge or in the loo
Active: An action is just one click away
Potato: If I reach for the phone, I’m going to
miss the best part
Active: Conscious decision to move onto another website
keeps me on my mission
Potato: Oh no, a commercial! Let’s see
what’s on another channel
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19. Useful Stuff:
16 Tips on Handling MarCom in the Web 2.0 Environment
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20. Tip 1: Don’t get sucked into the vortex of technology hell!
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21. Tip 2: Pay attention to the little things.
- What is this website for?
- Who is using it?
- Why are they there?
- How can it help me?
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22. Tip 3: Online is a broad application.
- Advertising
- PR
- Direct Response
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23. Tip 4: Connections are Crucial
Your content, your
stakeholders and your
advocates should be
connected through
paths that potential
visitors can easily
follow
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24. Tip 5: Remember the Big Idea
Make your online plans fit
your marketing plan, not the
other way around.
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25. Tip 6: The brain remains the same.
T hink about what you
want from customers,
and how they may react
online.
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26. Tip 7: Remember what your
business is.
Be consistent in your message
across all media.
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27. Tip 8: Good PR is everywhere.
Contribute, edit and upload
your text, links, photos and
videos wherever possible.
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28. Tip 9: Don’t be anti-social.
Try the social
networking
stuff.
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29. Tip 10: Stay in the loop.
Monitor the internet to see who
is talking about you.
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30. Tip 11: Win friends online, who will influence offline.
Ask visitors to
your business
destination, to
post their
thoughts and
reviews on their
favorite travel
site.
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31. Tip 12: Blog THAT.
1. Find the bloggers
2. Add them to your press list
3. Invite them to events
4. Stay in touch with them
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32. Tip 13: ROI?
We all know you know how to
count.
But do you know when
to stop?
Don’t make “Return on
Investment”” into
““Run Off my Idea”.
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33. Tip 14: Cheaper is NOT always better.
It doesn’t matter how
CHEAP, if it DOESN’T work!
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34. Tip 15: A good response is easy to find.
Make website response
EASY.
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35. Tip 16: The truth will set you free.
Be authentic and you’ll get
more from the internet then
you ever dreamed of getting.
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36. Our Mission
We help travelers
around the world plan and have the perfect trip.
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37. Our Position in the Marketplace
We are
… the World’s largest online
travel guide, global travel
information provider and
travel review resource.
…ranked #1 of all travel
websites by Comscore
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38. Basic Info
The world’s largest travel community and comprehensive travel guide
More than 50 million unique monthly visitors worldwide
More than 20 million members
Visitors from more than 100 countries
More than 50 million unbiased reviews and opinions
More than 8 million traveler photos
26 postings are submitted every minute of every day
There are TripAdvisor® websites in English (including special ones for the UK
Ireland, Canada, Australia, Singapore, Malaysia and India), Spanish (Spain,
Argentina and Mexico), French, German, Italian, Japanese, Chinese (one for
Mainland and one for Taiwan), Portuguese, Dutch, Swedish, Polish,
Norwegian, Thai, Korean, Greek, Indonesian – and now Arabic (for Egypt)!
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39. The Secret of Our Success
Ok, how did we get this big?
User Generated content/Web 2.0
Social networking
Travelers contribute content on:
Every destination in the world
Almost every hotel
Basically every attraction
Practically every restaurant
They can tell you and show you
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40. France in 1 Month on TripAdvisor
30,839,277 unique visits
58,323,411 page views
32,988 reviewed French lodgings
4,199 reviewed French attractions
40,519 reviewed French restaurants
868,654 reviews
159,739 forum topics
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41. France Worldwide
USA: Over 15,310,810 monthly page views
Sweden: Over 148,770 monthly page views
Ireland: Over 218,470 monthly page views
Brazil: Over 513,900 monthly page views
Netherlands: Over 1,136,810 monthly page views
Italy: Over 2,742,790 monthly page views
Spain: Over 2,215,780 monthly page views
India: Over 271,320 monthly page views
France: Over 18,462,000 monthly page views
Germany: Over 2,207,770 monthly page views
Japan: Over 1,069,720 monthly page views
UK: Over 6,783,400 monthly page views
Russia: Over 239,000 monthly page views
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42. France Worldwide
Canada: Over 445,000 monthly page views
Denmark: Over 97,580 monthly page views
Mexico: Over 111,550 monthly page views
Australia: Over 440,170 monthly page views
Turkey: Over 72,650 monthly page views
Korea: Over 75,330 monthly page views
Singapore: Over 82,570 monthly page views
Greece: Over 54,420 monthly page views
Indonesia: Over 16,550 monthly page views
Argentina: Over 102,660 monthly page views
Egypt: Over 15,130 monthly page views
Malaysia: Over 37,960 monthly page views
Taiwan: Over 89,830 monthly page views
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43. The French Top 5
5. Bordeaux
4. Lyon
3. Marseille
2. Nice
1. Paris
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44. Top Ranked French Hotels
5. Chateau de Bouceel, Vergoncey
4. Hotel*** La Bastide d’Iris, Vagnas
3. B&B at Domaine St. George, Limoux
2. Cuq en Terrasses, Cuq Toulza
1. Jays Paris, Paris
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45. Top Ranked French B&B’s and Inns
3. Maison Laurent, Pieusse
2. Beau Sejour, Naujan et Postiac
1. La Villa De Mazamet, Mazamet
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46. Top Ranked French Attractions
3. Fly Chamonix Tandem Paragliding,
Chamonix
2. La Cave de l’Ange Gardien, Beaune
1. Authentica Tours, Dijon
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47. Top Ranked French Tours
3. Dale Booth Normandy Tours, Bayeux
2. Battle of Normandy Tours, Bayeux
1. Avignon Wine Tours, Avignon
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48. Top Ranked Restaurants in France
3. L’Auberge de la Marine, Le Crotoy
2. Restaurant le Gambetta, Saumur
1. Fou de Fafa, Avignon
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49. TripAdvisor for Destinations
We’re here to help
We have a huge impact on you already
Advertising
PR tool
Tripadvisor content for your website
Stakeholder services
An ongoing two-way line of data and communication
Our breadth and depth means we can be helpful to you in every market and
with every initiative you develop
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50. Advertising Opportunities
- Behavioral targeting with
banners
- Custom products provide
deep immersion
- Tactical placements
-Tourism Sponsorship
- Strong co-op and travel
trade opportunities
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51. PR Opportunities
Creation of regional
destination sections
Register as a user
Upload video, photo and
traveler articles
Answer questions in
forums
Destination Spotlight
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52. Our Content for DMO Use
Review content widgets or
API
Flights and forums content
Online badges
Content for offline use
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53. Stakeholder Services
Get them listed
Educate them about utilizing their review content
Co-op advertising
PR: Communicating survey and award winners
Connect to specific TripAdvisor® programs (review content, SniqueAway™,
etc.)
Helping the trade find themselves on our site
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54. 2 Way Information
Monthly DMO Newsletter
International Market Analysis (IMA)
Quarterly Partnership Catch-up Meeting
TripAdvisor Use Data
General Online Marketing Data
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55. What to do about T HIS?
“Even the cockroaches ringing
my bathroom sink seemed
disgusted by the state of the
room and the general lack of
service…” 55
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56. What to do About a Bad Review
Tip 1:
Make sure you register to use
your owner’s page.
Tip 2:
Trust the collective wisdom of
the audience.
Tip 3:
If you think its fraud, then tell us
about it.
Tip 4:
Respond! Respond! Respond!
Tip 5:
Learn from it, instruct your
staff.
Tip 6:
Fix the problem.
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57. I’d see it again… Reviews are nothing new.
Online is the realm of possibility
Mostly positive
Available for your website
Removal requires a really strong reason
We have ways to find and deal with fraud
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58. Tips on Spotting a
Fraudulent Review
Over-the-top language
100% went wrong 100% of the time
Knows too much
Supports a competing establishment
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59. Name, rank and NO serial number.
All lodgings, attractions
and restaurants are ranked
Overall & by category
100% based on user
generated content
Point of impact: Tell
people to review you
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60. Travel Business Owner’s Center
Your own place on TripAdvisor.
Easy to get to from your
own content
Registration is free
Get notified of new reviews
Track your ranking and
performance
Respond to reviews
Review request cards
Download content and
links for your website
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61. And as the sun slowly sets in the West…
Marketing trumps technology.
Don’t fear a role in the conversation.
Online, there is no box.
Experiment with TripAdvisor. Use the
website. Put up content. Register.
Embrace the 900 pound gorilla in the
room.
Talk to other people in your business
about it and find out how they use it.
Ask questions…
Starting right now!
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