08/11/2016

1

ONLINE REPUTATION

ABORIGINAL TOURISM CONFERENCE NOVEMBER 4, 2016

MANAGEMENT

TOURISM BUSINESS ESSENTIALS

www.destinationbc.ca/Programs.aspx

08/11/2016

2

REGION

Reputation Interdependence

REPUTATION

BUSINESSES PROVINCE

Do you ever Google yourself?

Me

08/11/2016

3

Do you consult reviews?

• Books, electronics: Amazon, eBay

• Movies, TV, music: Netflix, iTunes

• Doctors: RateMDs com• Doctors: RateMDs.com

• Teachers: RateMyTeachers.com

• Employers: GlassDoor

• Recipes: allrecipes.com

08/11/2016

4

Social Media and Travel

Social media has changed how travellers• Research trips

• Communicate with businesses• Share experiences

Online Reputation Management

Monitoring, responding to and acting on content posted online related to your

business and using it to increase awareness, st s tisf ti d customer satisfaction and revenue.

It’s about being authentic & transparent You can manage reputation in-house It’s a business-wide, daily function

08/11/2016

5

Reputation drives revenue

Cornell/Travelocity Study 2012 If a hotel increases its review score by 1 point (eg. 3.3 to 4.3) it can increase price by 11.2% without affecting demand.

ORM Fundamentals

1. Define Your Reputation 2. Manage Your Online Presence3 M it C t3. Monitor Commentary4. Act on Feedback 5. Earn Positive Reviews

Define Your Reputation

What do you want visitors to tell others about your business?

• Why did they choose you?Why did they choose you?

• What did they love?

• Why do they recommend you?

08/11/2016

6

Perform a Reputation Audit

My business

Three Types of Online Content

TYPE EXAMPLES MESSAGING

PAID CONTENT

cost-per-clickdisplay adsOTA listings

High controlLow influence

OWNED CONTENT

brand websiteFacebook page

Twitter feed

High controlModerate influence

EARNED CONTENT

reviews & ratingsmedia & blog coveragesocial endorsements

Low controlHigh influence

© 2015 Reknown

OWNED CONTENT

PAID CONTENT

EARNED CONTENT

PAID CONTENT

OWNED CONTENT

EARNED CONTENT

08/11/2016

7

OWNED

Integrated Content

OWNED CONTENT

EARNED CONTENT 

PAID CONTENT 

OWNED CONTENT 

People go to Facebook to socialize …

Prioritize Review Sites

… and to review sites to shop.

08/11/2016

8

Manage Your TripAdvisor Listing

Google My Business Listing

“Quality souvenirs”? “BC’s finest artists”? We dropped by this place for some BC souvenirs and

“Don’t waste your money here!”

Uh oh …

dropped by this place for some BC souvenirs and found it full of over-priced trinkets and poor quality art. The clerk was unfriendly and unhelpful, too. We recommend saving your money.

08/11/2016

9

Monitor Commentary

• Listen first

• Appoint a gatekeeper

• Subscribe to alerts:– Google, TripAdvisor, Yelp

– Facebook, Twitter, Instagram

Act on Feedback

• Welcome feedback

• Share with staff

• Show leadershipp

• Fix problems

• Train and empower staff

LISTEN

REVIEWS & FEEDBACK

ACT

IMPROVEMENTS

INCREASE

DEMAND

THE VIRTUOUS IMPROVEMENTS

EARN

LOYALTY & ADVOCACY

DEMAND

CIRCLE

08/11/2016

10

Management Response fromA TripAdvisor Member

S thi k h i “ i d d lit ” b t

A good response?

Sorry your think our shop is “overpriced and poor quality” but we feature the highest quality of art from local BC artists. As you can see from are other reviews our other customers appreciate our artwork and order it from all over the world., But thx for the feedback. – The Mangement

Respond

• Respond promptly

• Prioritize reviews that call for apology or clarification or highlight the positive

B b i f Th k l i dd k• Be brief: Thank, apologize, address key issues and say how you’re following up

• Be conversational and professional

• If false, clear up diplomatically

• If fraudulent, dispute with host site

Management Response from Kayla W, Manager

Thank you for taking the time to share your thoughts, which I have discussed with my team. We are truly sorry we did not provide the high standards of service we pride ourselves on. We t t f t it th t l t ll t f t ll f

A better response

try to feature items that appeal to all types of travellers, from inexpensive souvenirs to quality art. I hope you will give us another chance as we regularly bring in new work from some of BC’s most talented up-and-coming artists.

Sincerely,Kayla W.Manager

08/11/2016

11

TripAdvisor’s Popularity Rankings

ALGORITHM: THREE KEY INGREDIENTS

?   ?   ?

Proactively • Ask, send email, use TripAdvisor tools

Organically

Earn Positive Reviews

O ga ca y• People remember negative experiences,

surprises and emotions most• Be remarkable: “worth remarking about”• Little details, special care • Train, empower and recognize staff

Mind the Gap

EXPECTATIONS IMPRESSION CUSTOMER RESULT

FAIL TO MEET DISSATISFIED DETRACTOR

MEET SATISFIED PASSIVE

EXCEED DELIGHTED ADVOCATE

08/11/2016

12

Remarkable Experiences

Key Takeaways

1. Define your reputation

2. Perform a reputation audit 3 Manage your online presence3. Manage your online presence4. Monitor and act on feedback 5. Earn positive reviews

For more information

• Download the guide www.destinationbc.ca

• Follow on TwitterFollow on Twitter @DestinationBC

08/11/2016

13

Connect with Destination BCDestination BC’s corporate channels:

• Twitter @DestinationBC

Destination BC’s consumer channels:

• Twitter @HelloBC

• Facebook fb.com/HelloBC

• Instagram @HelloBC

• Pinterest pinterest.com/HelloBC

• YouTube youtube.com/HelloBC

Use #ExploreBC and #SkiBC