From readers’ polls and resort rankings in media, to online customer evaluations and complaints on social, a growing number of media outlets are focused on sharing information for travelers, to the point where the line between editorial and consumer reviews is beginning to blur. As PR roles expand to include protecting brand reputation regarding both editorial and online consumer reviews, TURNER will show how resorts can maintain attentive monitoring of their brand’s online reputation and give answers to: What are some tricks to staying ahead of the curve? What are the best ways to manage your resort’s online presence? How can resorts keep up with all the reviews, what are some best practices to monitoring and what are some best practices in responding, how should responses vary based on the platform?

1. How to Be
THE GREATEST OF
ALL TIME
with
ONLINE
REPUTATION
MANAGEMENT
#ReputationKO
@turnerpr

2. Your Corner (wo)men
Caitlin Martz is Senior Account Executive for the TURNER team, leading strategy, execution, and media
relations across travel & hospitality clients. Prior to moving to Colorado a year ago, Caitlin previously lived in
Park City, Utah, working on the communications team at Canyons Resort/Park City Mountain Resort for 5
years. Caitlin’s background has provided her extensive experience and knowledge of the ski industry, crisis
communications, reputation management, and strategic execution. Caitlin spends most of her time skiing,
hiking, biking, eating tacos, or dreaming about her next trip.
Megan Brown is a Senior Account Supervisor at TURNER, leading strategy and execution across travel
and lifestyle digital services. Megan is intimately involved with the social strategy, brand management and
content across channels. With a background in SEO, advertising, reputation management and market
research, Megan forecasts trends in the online space for clients and seeks ways to innovate cross-channel
strategies that boost buzz, build loyalty and create relationships between destinations and visitors in an
intentional and unique way. She specializes in working with influencers and corporate clients to build
personal and organizational brands.

3. 200 Countries
visited this
year
ALLJournalists
hosted
annually
30 Vacation
days
used
1 2
PR • DIGITAL • SOCIAL MEDIA • CONTENT • DESIGN • INFLUENCER PROGRAMS • CELEBRITY GIFTING • BRAND COLLABORATIONS • SHOWROOMS • EVENTS
330 HOURS
VOLUNTEERING
1630 HOURS
HIKING,BIKING,
YOGA,SKIING
40+ TEAM MEMBERS
Founded 1997 in Denver as generalist PR firm
Became specialty practice for
travel + lifestyle industries in 2003
Opened NY office 2005
First travel PR firm to start
social media division 2008
Opened Chicago office 2015
‘95 ‘00 ‘05 ‘10 ‘15
NEW YORK• DENVER• CHICAGO
WE REPRESENT ALL OF THE PLACES
YOU’D LIKE TO TRAVEL,AND WHAT
TO PACK FOR THOSE JOURNEYS
90%Of clients served
by more than
one office
360°
Innovative &
integrated solutions
for every client
100%Authentic
TIMES PER HOUR PRODUCT
IS PULLED FOR STYLISTSCANINE MASCOT
a fahlgren mortine company
A Little Bit About Us…
At TURNER, we’ve built our careers around innovative brands. With a 18-year history launching accessory, active lifestyle,
sustainable and travel campaigns, our passion translates to outstanding results and trusted relationships with journalists and
influencers. We are the niche agency that speaks to the conscious creative class audience with equal authenticity because we
come from inside the industries we represent. We’re relentless about strategy and smart engagement.

4. “It isn’t the
mountains ahead to
climb that wear you
out; it’s the pebble in
your shoe.”

5. WHAT is Online Reputation Management?
• Shaping public perception of a person or organization by influencing online information about that entity
• An essential part of your marketing plan
• A competitive advantage
It includes…
• Owned, Earned and Paid Content
• Reviews (TripAdvisor, Yelp, Oyster, etc)
• Regular interactions on social networks, either directly or indirectly with your channels
• Rankings and polls

6. WHY do you need Online Reputation Management?
• 93% of people find reviews important when determining
which resort they visit.*
• 53% of people would not book without having a guest opinion
about it.
• Negative reviews have a heavier weight in guests’ ratings
compared with positive reviews; in other words, guests with
bad experiences have a bigger impact on overall rating
scores because they give very low grades.**
• 62% percent of TripAdvisor users agree that seeing resort
management responses to reviews generally "makes me
more likely to book.”
* TripAdvisor user survey
** Study by Cornell’s School of Hotel Administration

7. But… HOW?
MAKE IT A PRIORITY.

8. "I am the greatest. I said
that even before I knew
I was.
I figured that if I said it
enough, I would
convince the world that
I was really the
greatest."

9. Setting Goals
•Concrete and measurable
•Relate to trackable metrics, i.e. referral traffic, engagements, average review rating
•Aligned with larger marketing goals and KPIs
Sample Goals
•To achieve 7 of the top 10 results for our branded search term in the next 6 months
•To increase backlinks to website by 30% this quarter
•To get 10 positive reviews per month on TripAdvisor

10. “The fight is won or
lost far away from
witnesses—behind the
lines, in the gym, and
out there on the road,
long before I dance
under those lights.”

11. Prioritizing Channels
• Important to decide based on resources you have at your disposal
• Create audience personas based on marketing data and matching with channel demographics
• Endemic channels, i.e. TripAdvisor and Yelp
• Build strategy per channel based on how they affect reputation and revenue goals
• TripAdvisor strategy focuses on reacting as well as incentivizing
• Instagram strategy focuses on proactive sharing and engaging

12. Staying Ahead
DAILY
Check social mentions as well as posts about your property (15 minutes)
Scan relevant hashtags/online conversations to find opportunities for conversation (10 minutes)
Google your resort (in incognito) to see what keywords are associated as well as which results come up first (10 minutes)
Read and respond to company reviews/comments (15-20 minutes)
Escalate any feedback that needs to be addressed by other team members, if necessary as well as follow up

13. Staying Ahead
WEEKLY SUMMARY
To be sent to marketing, sales and PR teams
Overall sentiment for the week
Insight and analysis of notable metrics as related to goals
Highlight any repeated feedback, whether positive or negative and how it has been or will be addressed
Include any negative feedback “wins”
Provide 3 action items based off of key insights

14. Staying Ahead
MONTHLY SUMMARY
To be sent to marketing, sales, PR teams as well as stakeholders, i.e. GM, senior team
Monthly data report on metrics associated with KPIs
Analysis of metrics as to what caused positive or negative growth
Key takeaways from both feedback as well as how feedback was addressed
Action items on how to capitalize or improve on previous month
Quick snapshot on overall progress toward attaining goals
Download this checklist: http://bit.ly/ReputationKO

15. Paid Tools
• Revinate
• ReviewPro
• Social analytics tools, i.e. Percolate or Sysomos
• Rankur
• Trackur

16. Free Tools
• TripAdvisor for Business
• Yelp for Business Owners
• Social media and endemic social insights tools, i.e. Facebook Insights
• Social media management tools, i.e. Tweetdeck or Hootsuite
• SocialMention
• Google Alerts
• Google Analytics
• Google Places
• Facebook for Business

17. "Float like a
butterfly, sting
like a bee."

18. Content Strategy
• Ensures consistency of brand story
• Empowers entire resort team to tell brand story
• Enables reputation management team to be versatile
• Allows resorts to cultivate conversation around key priorities
• Provides real-time feedback from potential and future guests
• Leverages PR opportunities and editorial

19. Sample Content Calendar
Download here: http://bit.ly/ReputationKO

20. Crisis Preparation
• Allows team to prepare a cohesive plan aligned with
• Enables swift response that directly addresses issue
• Honesty = Authenticity
• Creates protocol for when issues should be escalated to
other departments or stakeholders

21. Incentivize
• Allows brand to grow share of voice as well as
more directly affect conversation
• Not just an external strategy
• Does not have to be discounts
Tactics
• Surprise and delight
• Added value
• Calls-to-action

22. Influencers
• Helps tell brand story authentically
• Builds trust with current and potential guests
• Not necessarily a paid effort
• Types of influencers
• Athletes
• Media
• Loyal brand fans
• Employees

23. Rankings & Awards
• Third-party recognition from resources
audiences trust
• Have to lay reputation management
groundwork to be considered
• Categories
• Pay-to-Play
• Reader’s Choice
• Accolades

24. "I never thought of
losing, but now that it's
happened, the only thing
is to do it right. That's
my obligation to all the
people who believe in
me.”

25. Negative
Negative + True
• Determine who is best to respond
• Respond quickly
• Be polite
• Be honest
• Provide a solution or notify that you are
working on a solution

26. Negative
Negative + Untrue
• Get the facts
• Determine if you should respond
• If you respond, provide facts in a polite
and non accusatory manner

27. Crazy
DO NOT ENGAGE WITH CRAZY.

28. Positive
• Do not forget to recognize and appreciate
• Highlight and leverage when appropriate
• Reward and encourage return visits

29. "Impossible is not a
fact. It's an opinion.
Impossible is
potential. Impossible
is temporary.
Impossible is
nothing."

30. THANK YOU
View this deck: http://bit.ly/ReputationKO
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