Online reputation management and making the most of TripAdvisor
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Transcript of Online reputation management and making the most of TripAdvisor
What we will cover:
- Why does this matter?
What we will cover:
- Why does this matter? - Online reputation strategies
What we will cover:
- Why does this matter? - Online reputation strategies - Power of Trip Advisor email marketing
& the trip Advisor impact on organic search
What we will cover:
- Why does this matter? - Online reputation strategies - Power of Trip Advisor email marketing
& the trip Advisor impact on organic search
- Trip advisor reviews and how to respond to them?
What we will cover:
• Why does this matter? • Online reputation strategies • Power of Trip Advisor email marketing
& the trip Advisor impact on organic search
• Trip advisor reviews and how to respond to them?
• What other review sites should we pay attention too?
“HELP”
http://www.tourismtribe.com/athoc/
Benefits of joining Tourism Tribe:
• Part of a community of over 300 tourism businesses
• 24/7 access to digital marketing resources, training and experts • Participate in online training sessions
exclusive to members • Opportunities to network and collaborate
WHY?
96% of travellers start their planning with a search online
Source: 2012 Google Study
Travellers more likely to see what others say about your hotel before what you have to say about your hotel
Your reviews and online reputation is one of the upmost criteria for making a final decision
Higher ratings means you have a good reputation automatically driving demand
According to TripAdvisor, 93% of people find reviews important when choosing hotels
53% would not book a hotel without having a guest opinion
Your online reputation needs to become an essential part of your marketing mix
Online Reputation Management
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•“Sensis Social Media Report revealed 74% of social media users read online reviews
before making a purchase.”
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Trust is in the consumer
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Best way to get reviews
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Do you know what people are saying about you online?
“No longer acceptable to have a few great reviews on one platform and expect
everyone will read there.”
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Monitor your feedback
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Let’s take a look at Cambridge Hotel
How to monitor your feedback
•www.Google.com/alerts
1. Enter terms “if more than 2 words”2. Confirm your email3. Will be delivered to your email
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How can I assess and respond?
1. Who – Who responds, who reviewed2. What – What was it about? What are we
going to do about it3. Where – Which medium did it appear?4. When – Posted, found, responded to5. How – How will we respond
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FAQs
1. Shall I respond to every review?
2. I have received a negative review which wasn’t justified, can I remove it?
3. Can I pay or reward people who leave reviews?
4. Do I have to pay to be listed on online reviews?
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Honesty, Integrity, Excellence
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ADDITIONAL RESOURCE:
ACCC WHAT YOU NEED TO KNOW: Online Reviews-a guide for business and review platforms
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Key Learning Outcomes: What TripAdvisor is and how it can
benefit your tourism business Why you can’t afford to ignore it How to make the most of your listing How to deal with negative reviews How to encourage reviews, particularly
positive ones
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What is TripAdvisor?
www.tripadvisor.com.au
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TripAdvisor is a website that contains advice, opinions,
reviews and information on travel destinations and related
products and services worldwide.
Some Facts & Stats
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320 Million review globally 6.2 million businesses across 128k
destinations More than 53 Mil candid traveller photos 200 New contributions posted per minute More than 85% of questions are replied to
by other travellers
TripAdvisor Mobile
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Users have downloaded the app more than 290 Million times
Nearly 50% of users visited TA via tablet or phone
TripAdvisor Mobile Innovation
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“Near Me Now” find nearby restaurants, attractions and hotels on the go
“Offline Feature” Allows travellers to download TA reviews, photos and city maps
“Neighbourhoods” Allows TA users to discover and explore neighbourhoods within popular tourist destinations
How does TripAdvisor work?
Built on user-generated content Reviews and tips posted by registered
users Registered business owners can respond
to reviews Used as a resource by travellers to
inform their decisions
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TripAdvisor Features Instant booking via global partners including
Expedia, Orbitz, Travelocity, hotels.com, Booking.com
Hotel comparison allowing for real-time hotel room prices and availability
Tours feature presented with up to 3 tour options via Viator
Forums enables members to ask for and share their experience
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How does TripAdvisor work?
Ranks destinations, restaurants, hotels and other travel related products
Products/services ranked on the site within their category and location based on the number of overall positive reviews
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Is it valuable?
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LakeCrackenback Resort & Spa
http://www.lakecrackenback.com.au/
Why does TripAdvisor work? People place an enormous value on
customer reviews and like to see them before they purchase
Increasingly we trust peer reviews more than traditional forms of advertising
TripAdvisor facilitates this sharing of experiences
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Reputation Management
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Management Centre
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Management Centre
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Benefits of TripAdvisor
Exposure on one of the largest travel review websites
Connect to the 60 million visitors per month who use the site
Free to use (unless you sign up for a paid listing)
User-friendly and quick to set up49
Benefits of TripAdvisor
Registered business owners can respond to reviews of their product
A business listing with regular positive reviews is a cost effective, efficient and credible way to reach potential customers
Feedback helps to identify any improvements that could be made
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You can’t ignore it! Even if you have not registered your business
on TripAdvisor, anyone can request that a listing be created for your business so they can review it.
It makes sense to at least monitor reviews of your business and respond where appropriate.
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TripAdvisor on your website Have TripAdvisor reviews appear on
your own site to: keep potential customers on your site give them confidence to book with you
Embed (place) the content using a ‘widget’, a small application.
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TripAdvisor on your website
The content will then appear twice: on TripAdvisor and on your website.
To do this you will need access to your files or use your content management system (CMS).
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Dealing with Negative Reviews Average reviewer not average customer More likely to review if very happy or
dissatisfied although reviewing is becoming more mainstream
Users are most interested in a ‘typical’ experience rather than the odd negative review
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Dealing with Negative Reviews Most interested in how you handle a
complaint rather than what one unhappy customer has said.
Negative reviews should be responded to promptly, following the social media protocols you hopefully have in place.
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Dealing with Negative Reviews
Remain courteous and professional Stick to the facts - don’t get personal Thank the reviewer for providing feedback Explain what is being done to rectify the
issue Responses must meet TripAdvisor policy or
they won’t be published
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More reviews lead to higher ratings
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Reviews are mostly positive
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Be proactive
“Minimise the impact of negative reviews by showing your product in a very
positive light – use photos, videos and descriptions as part of your listing.”
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New Feature – review express
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Management responses matter
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Management responses matter
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Dealing with Negative Reviews
Potential for reviews that are unfair or exaggerated – no different from a visitor book but these are very public!
You can ask TripAdvisor to investigate and remove reviews if they are defamatory.
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Encouraging more reviews More reviews = more accurate overall
picture of your business. Ask customers to write a review for you
as a matter of course:• when checking out • follow-up email to them including a link to
your listing on TripAdvisor
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Encouraging more reviews Ensure your listing is easy to find - check
your details are correct and add photos, videos and descriptions.
Offering money or inducements for reviews is against TripAdvisor policy.
DON’T FORGET YOUR WEBSITE
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Visual love into your listing
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More positive reviews
Maximise likelihood of positive reviews through exceeding customer expectations.
Give your customers the opportunity to bring any negative feedback to your attention during their visit.
Resolve issues before they share online.
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Trip Advisors Algorithm
Trip Advisor only discloses 3 key ingredients to the algorithm:
1. The quality2. The recency3. Quantity of reviews
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Summary
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TripAdvisor is the most popular reputation management tool for tourism businesses - allows both sides of the story to be told.
You don’t have to register your business on TripAdvisor to already have a profile – you can’t avoid participation!
Responding to negative reviews promptly is vital
QUESTIONS?
Did you love this session?https://www.facebook.com/DespinaKaratzias/reviews
“If you never ask the answer will always be NO”
Don’t forget your FREE membership
http://www.tourismtribe.com/athoc/