IMPROVE YOUR E-REPUTATION AND TRIPADVISOR PERFORMANCE

Transcription

1 IMPROVE YOUR E-REPUTATION AND TRIPADVISOR PERFORMANCE

2 7 Components of E-Reputation 1.Listen to what is being said about your brand 2.Identify key words 3.Identify influencers 4.Monitor consistently 5.Have a multiplatform calendar 6.Get employees and ambassadors involved 7.Expect the unexpected

3 1. Listen to what is being said about your brand

4 1. Listen to what is being said about your brand

5 1. Listen to what is being said about your brand

6 2. Identify keywords

7 3. Identify influencers

8 4. Monitor consistently

9 5. Have a multiplatform calendar

10 6. Get employees & fans involved

11 7. Expect the unexpected

12 The decision-making process Source: TripAdvisor, TripBarometer, March 2013

13 About TripAdvisor More than 260 million visitors per month!! More than 100M reviews, generated by 32 million active users Consistent growth, specially since tapping into Facebook graph Correlation between TA score and RevPAR

14 About Yelp More than 100 million unique visitors per month Over 45 million user reviews Location-based and more time sensitive, dealing with places to eat, things to do and last-minute decision-making Correlation between Yelp score and sales

15

16

17

18

19 How your TA score is calculated Your ranking on TripAdvisor is calculated by a sophisticated algorithm focusing mostly on 3 variables: 1. Quantity of comments 2. Quality of comments(positive versus negative ratio) 3. Recency of comments

20 7 tips to manage your TA presence Respond promptly Use professional tone & manner Stay away from jargon Put emphasis on positive & updates Respect private life Be original Show empathy & appreciation

21 Respond promptly

22 Use professional tone & manner

23 Stay away from jargon

24 Put emphasis on positive & updates

25 Respect privacy Be mindful not to share confidential information about the customer and stick to what is available on TripAdvisor, i.e. person s avatar. It s therefore important not to dispell: - Personal details about the stay or experience - Phone number or address - Any other personal elements taken outside of TA context

26 Be original

27 Show empathy & appreciation

28 4 golden rules to responding When addressing a negative comment: 1. Thank the client for taking time to share a review 2. Apologize for situation or event that took place 3. Address specifically what you can and will do to correct the mentioned situation or how it can be mitigated in the future 4. Invite client once again try to get a second chance to make a good first impression!

29 4 golden rules to responding When addressing a positive comment: 1. Thank the client for taking time to share a review 2. Acknowledge the kudos and pass on to staff, if applicable 3. Spin brand values and why such comments are appreciated 4. Invite client once again it s cheaper(and wiser) to bank on repeat business than always acquiring!

30

31 What s next? 1. Claim your venue / account 2. Include these review sites in your action plan and strategy 3. Ask for comments and promote your results 4. Have an over-arching vision of your e-reputation

32 1. Claim your venue

33 Searching for Hotels in Nova Scotia on Google

34

35 2. Include review sites in your action plan and strategy This means Allocating times and resources to manage review sites prioritized as per your brand, product or service Promote internally and externally Train your employees accordingly

36 3. Ask for comments and promote your results

37 What to do in cases of blackmail?

38 Questions? Comments?