Reputation Management, Essential to Your Brand Identity. Mark Preston DigMe, NYC 2015

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1 Reputation Management, Essential to Your Brand Identity Mark Preston DigMe, NYC 2015

2 World s largest travel site World s best travel planning resource In 45 Countries & 28 Languages Mission Help travelers around the world plan and have the perfect trip on any budget Our Content Trusted advice from real travelers

3 NEARLY million unique monthly visitors * million TripAdvisor members million reviews and opinions user contributions every minute *Source: Google Analytics, average monthly unique users, Q2 2014; does not include traffic to daodao.com

4 Traveler Life Cycle Week -20+ Not Yet Ready Already thinking about next trip! Awareness Not planning but open to inspiration Week -16: 5 Destinations 0 Hotels Advocate Reviews, Facebook, WoM Consideration Starting the process Week -12: 3 Destinations 6 Hotels Book Additional Activities Restaurants Attractions Tours, etc. Experience Actively on vacation Booking Flight -> Hotel Comparison Short list of hotels Week 0 Booked Week -4: 1 Destination 15 Hotels Window for competitive DMO marketing now closed

5 Facebook Intergration o Authenticating reviews by putting the people [friends and friends of friends] front and center.

6 Facebook Integration 35% of new reviews come from Facebookconnected users

7 AMERICAN EXPRESS PARTNERSHIP o Authenticating reviews through American Express verification.

8 REPUTATION MANAGEMENT

9 More than 80% feel TripAdvisor reviews help them feel more confident in their travel decisions and have a better trip Source: PhoCusWright s Custom Survey Research Engagement, prepared for TripAdvisor. December 2013.

10 TAKE CONTROL

11 Register in TripAdvisor Management Center Step 1 Search for and find your property. Step 2 Fill in details and sign in.

12 EMBRACE FEEDBACK

13 Cornell Research: More reviews lead to higher ratings Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained Early reviews for accommodations tend to skew negative However, as reviews increase, ratings become more positive Terrible (rating of 1) reviews decrease by more than half Excellent reviews grow by half Positive reviews are more common than negative reviews Examined over 1.28 million reviews More than 70% had a rating of 4 or 5 Only 15% had a rating of 1 or 2 Source: Online Customer Reviews of Hotels: As Participation Increases, Better Evaluation Is Obtained. Santiago Melián-González, Jacques Bulchand-Gidumal and Beatriz González López-Valcárcel. Cornell Hospitality Quarterly. March 2013.

14 TripAdvisor reviews are largely positive 48% 30% 12% 5% 5% Average Review Score: 4.12 Source: TripAdvisor. Percentage of all ratings, January 2014

15 New York City Average Reviews on TripAdvisor Average Accommodation Review Score: 4.10 Average Attraction Review Score: 4.51 Average Restaurant Review Score: 4.15 Overall Review Score: 4.25 Source: TripAdvisor. Percentage of all ratings, May 2015

16 Key factors that influence your popularity RECENT QUANTITY QUALITY REVIEWS

17 ENCOURAGE FEEDBACK

18 Review Express Easier than ever to ask guests to write a review on TripAdvisor! Engage with guests after they have stayed to encourage valuable feedback for your business Use customizable templates to easily recent guests Use campaign dashboard to monitor incoming reviews and optimize campaigns It s FREE!

19 Review Express Dashboard

20 105,000 widgets unique domains feature TripAdvisor on their site

21 500 million people view TripAdvisor content on sites other than TripAdvisor each month

22 SPEAK UP

23 Property Snapshot Key metrics to measure dayto-day performance Ratings Rankings Review, photo and top comments activity

24 Management Response Status Notification Status updates: Yes: Management Response written and published No: No management response Rejected: Management Response

25 Track performance with Review Metrix

26 Track performance with Review Metrix

27 PAINT YOUR PICTURE

28 73% of TripAdvisor users use photos from other travelers to help them make a decision

29

30

31

32

33 SING YOUR PRAISES

34 How to promote your awards Add the emblem to your website Display your award on your property Issue a press release Contact your local media Post your award on Facebook and other social media outlets Celebrate with past guests

35

36 Order your TripAdvisor sticker Visit your Management Center s Free marketing tools section 75% of TripAdvisor members surveyed say they are more likely to use a business with a TripAdvisor endorsement on display Source: "TripAdvisor Member Survey, October 2012

37 TripAdvisor Insights 3 7

38 Management Responses: Best Practices 1. Sign up for review notification s 2. Read our guidelines 3. Respond promptly 4. Say thank you 5. Be original in reply 6. Highlight positives 7. Address specific complaints 8. Be polite and professional

39 Thank you. THANK YOU Mark Preston DMO Northeast Sales Manager

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