How To Manage Your Reputation Online
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- Edwin Patrick
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1 MANAGING TRIPADVISOR & YOUR ONLINE REPUTATION Version September 2012
2 It takes many good deeds to build a good reputation, and only one bad one to lose it ~ Benjamin Franklin,
3 Introductions / Objectives
4 My Objectives Highlight online reputation issues Outline the functionality of the Tripadvisor owner management centre Help you to identify key reputation sites and evaluate potential exposure Empower you to proactively manage your online reputation Help you to develop and implement an online PR/social media policy and plan
5 Online Reputation & PR Introduction Social Media Policy Managing Tripadvisor Online Reputation Management Anticipate Claim Monitor Respond Relevant websites and tools Online PR policy and plan
6 Will this Internet thing catch on? TripAdvisor: 56,000,000 unique monthly visitors Twitter: 500,000,000 registered users, tweeting 400,000,000 times a day Facebook: 955,000,000 active users, 50% of whom log in daily YouTube: 800,000,000 unique users every month LinkedIn: 175,000,000+ users
7 Being Talked About? Reviews Forums Blogs Social Sites Location Services Video / Images
8 Being Talked About? 34% of bloggers post opinions about products and brands 90% of consumers trust peer recommendations 14% of consumers trust advertisements
9 SOCIAL MEDIA POLICY
10 Social Media Policy Do you need one? Who is representing your business online Officially / unofficially? Externally / internally Are they aware of your values, objectives? Allows you to defend actions e.g. delete posts from your Facebook page
11 Over to you Brainstorm: what should your PR / social media policy cover?
12 PR / Social Media Policy In-house and published versions Values, tone Permitted / forbidden content Consequences of violation Staff and third party providers have read and acknowledged Legal (data privacy, IP, defamation, harassment, confidentiality )
13 Social Media Policy: Tone Example: Communications tone is friendly, open, fun
14 Over to you Complete the social media policy template throughout the day
15 Online Resources Online wizard for generating a social media policy Online database of social media policies
16 The World s Largest Travel Site Over 50 million unique monthly visitors worldwide and 20 million members Over 60 million unbiased reviews and opinions of hotels, restaurants, and attractions worldwide 40 new contributions every minute of every day 1 million+ hotels, restaurants and attractions reviewed in over 93,000 destinations Over 8 million traveller photos Spun off from Expedia in December 2011
17 Tripadvisor Review Statistics Majority of reviewers are positive
18 Popularity Index: 3 Factors How recent the reviews are How positive or negative the reviews are The number of reviews
19 Management Centre You claim your business listing You can then Add photos, video, description Respond to reviews Get notified of reviews Access statistics and other resources Get widgets / apps Optionally, purchase a business listing
20
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22 Encourage more reviews
23 Remind Guests to Write Reviews A flyer displayed at your check-out desk Download and print this for free from your Management Centre Reminder cards that you can mail to recent guests First 250 are free
24 Website Review Widget
25 What Are Business Listings? Annual Subscription Model: Price determined by number of rooms and geo-location
26 BUILD & PROTECT YOUR ONLINE REPUTATION
27 Over to you Google your business who controls the top results?
28 Online Reputation Management Anticipate Claim Monitor Respond
29 Get There First! Bump bad news Broadcast good news
30 How to Get There First! Take care with information that you can control Online profiles: Google, LinkedIn, Twitter, Facebook Directory / industry / local area listings Website metadata = display on SERPs and social media
31 Online Profile Have comprehensive, well-written, keyword-rich profile content ready Likewise relevant images - save any resized images for future use (e.g. 500kb) Maintain a register of all online listings / profiles, to facilitate updating Save positive mentions, for reuse
32 How to Get There First! Build your brand consistently online
33 Build Your Brand Consistent content across platforms Name Tone / values Logo Colours Description (or customise for markets) Images Tag line
34 How to Get There First! Keep positive mentions current and promoted e.g. using Hootsuite
35 How to Get There First! SEO and current content are critical
36 How to Get There First Make sharing your details easy
37 How to Get There First Leverage offline content (e.g. s, feedback, events, press coverage)
38 Online Reputation Management Anticipate Claim Monitor Respond
39 Claim Your Business Key Sites TripAdvisor Google Places (formerly Google Local Business Center) Facebook Places Foursquare LinkedIn
40 Steps to Claim Your Business 1. Locate your listing Avoid duplication, especially for Google Places, to benefit from analytics 2. Set up an account 3. Claim and establish ownership / phone no / company documents 4. Customise your listing in detail, with consistent branding, images, tone
41 Over to you Select a site from this list and follow the steps to claim your business (may not be possible to complete due to the verification process) TripAdvisor Google Places Facebook Places Foursquare LinkedIn
42 Claimed Your Business? Now what?
43 Recap: Managing Claimed Business Add value (offers, discounts, events) Monitor comments and analytics Keep details updated Build brand and community Merge duplicates Integrate across the web Respond to reviews / queries
44 Online Reputation Management Anticipate Claim Monitor Respond
45 Monitor Your Online Reputation Google yourself! Alerts / saved searches RSS Feeds: / browser Monitoring Tools
46 Google Yourself! Your business + reviews Business type + area Check image / video results also Long tail search = several terms Consider searching for misspellings, competitors, key personnel, acronyms
47 Alerts Google Alerts Yahoo! Alerts Twitter search Twilert Facebook search (posts by everyone)
48 How to Set Up Alerts Set up alerts for keywords Specify where to search (news, blogs, video, discussion) Select delivery frequency and format Save keyword searches for Twitter
49 RSS Feeds Follow RSS feeds about your local area, type of business View RSS feeds in your browser, or online reader
50 Google Alerts
51 SocialMention.com Real-time search Provides results and sentiment score Receive results by
52 BoardTracker.com Searches discussion forums and message boards Graphs trend your results over time
53 Twitter Search
54 Twilert
55 How to Use Monitoring Tools Set up keywords / location to track Specify Frequency Delivery method Adjust as required
56 Over to you Set up a Twitter search for your business Select a social media monitoring tool and review your business / local area / competitor
57 Social Media Monitoring Tools Facebook > public posts Google > blogs / videos / images
58 Online Reputation Management Anticipate Claim Monitor Respond
59 Respond to Online Mentions Reviews: positive and negative Local area discussions Tourism / activity queries
60 Pre-empt Negative Mentions How was your stay / meal / visit? Respond to phone calls, letters, offline complaints
61 The Benefits of Reviews Get ideas for improvements Identify issues to be addressed Publicise positive reviews on website, social media, e- newsletters Staff motivation / acknowledgement
62 How to Respond Listen and engage Personalise responses (not templates) Convey your brand personality Be consistent
63 Managing Negative Reviews How do you manage negative reviews of your business online?
64 Managing Negative Reviews Thank them for the review Highlight any positive comments made Assure them you are taking it seriously Address the specific complaint Point out where you provided relevant info Explain the remedial action you will take Let them know you re shocked / explain what happened (if relevant) Provide an offline channel to continue the conversation
65 Personalise Responses
66 INTRODUCTION TO ONLINE PR
67 Tradition PR vs PR 2.0 One-to-many Broadcast Scheduled Paced Structured Spin Professional media One-to-one Engage 24/7 Dynamic Flexible Authentic Peer-to-peer communities
68 PR Toolkit
69 Communications Philosophy Unique Selling Proposition (USP) Organisational values Objectives Key messages Brand Target markets Stakeholders Channels
70 Online Press Area Latest news / press releases Media coverage, with summary and links High resolution logo, images, videos Succinct background, fact sheet, description Event calendar Contact people and details / media contact Achievements / awards
71 Journalist Usability Research Top reasons for visiting a company website: Locate a PR contact (name and telephone no) Find basic facts about the company (spelling of an executive's name, his/her age, headquarters location, and so on) Discern the company's spin on events Check financial information Download images to use as illustrations in stories Source: Useit / Jakob Neilsen
72 Press Releases Newsworthy ( man bites dog ) Contain quotable soundbites, quotes Consider the story s suitability to the media Include: Corporate identity: logo, colours.. Facts e.g. launch date, price, location Comprehensive, personal contact details Headline (who / what / why) / sub-headline Brief company background paragraph, with links to more detail
73 Where to Submit Press Releases Local press, radio stations Travel, tourism, food, weddings media Make personal contact before sending Press release websites
74 Networking Identify and engage with influencers in areas you would like profile (food, weddings, fun, corporate ) Check out their Klout
75 Klout Analytics to measure a user s influence across social media Scored from Influential about topics e.g. travel Identify, evaluate and engage with online influencers
76 Over to you Check to identify Your Klout score Influencers in your target market e.g. food, weddings, surfing Influencers in your region / city e.g.
77 Articles everyone loves content! Well-written content of general / industry relevance Topics: popular search terms, Twitter trends, topical issues Guest blogging / commenting on blogs
78 Leverage Positive Messages Social media Image / video sites Profile listings Widgets Press releases enewsletters
79 Fam Trips Identify objectives and invitee list Detailed planning gets results Key personnel should meet and greet Provide information in advance Information pack/cd to take away Follow up and evaluate effectiveness
80 Over to you You are organising a fam trip for your business. What are your PR activities before, during and after the event? A: Museum of Country Life, Mayo B: Fota Wildlife Park, Cork C: Glenveagh National Park, Donegal Specify Objectives - Target Market Key messages - Branding Channels - Advance / follow up activity
81 Keep in Contact Webinars: Online Resources: Courses Available: Online Business Tools failteireland.ie/news-features/news-library/web-supports-now-available-online.aspx failteireland.ie/market-your-business-with-failte-ireland.aspx failteireland.ie/business-supports/websupports/events failteireland.ie/develop-your-business/business-tools.aspx For any other questions, contact the Business Supports team on Courses Available Fáilte Ireland Amiens Street Dublin 1 Ireland Lo-Call: Facebook for Business (Beginners & Advanced) Managing TripAdvisor and your Online Reputation Getting the Most out of Google Tools Finding and Converting your Website Visitors to Sales Create Engaging Content that Sells Using Marketing to Generate Business Managing the Relationship with OTAs Web Gain (website review and workshop) Gaining Business Online (3 day programme) Using Mobile Technology to grow Your Business Building and Effective Digital Marketing Strategy Social & Search Engine Optimisation (SEO)
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