Wolfstar's Trip Advisor presentation for the Mersey Partnerhsip
17
A case study
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Wolfstar's presentation on Trip Advisor for the Mersey Partnership on social media. (advanced session)
Transcript of Wolfstar's Trip Advisor presentation for the Mersey Partnerhsip
A case study
Why is TripAdvisor important?TripAdvisor is a web2.0 guestbookIt’s published online, for everyone to seeOnline platforms drive Word Of Mouth
(WOM)People trust peer review sites like;• Amazon, eBay and… TripAdvisor
It gives you free market research on your competitors
History of the side
TripAdvisor was set up in February 2000It is a free travel guide and research websiteIt utilises user generated content (UGC)The website is free to use, as it has an
advertising business modelTripAdvisor is part of Expedia, which also
owns 14 other popular travel sites
Traffic and influence
45 million visitors a month15 million members of the community30 million reviewsOver 500,000 hotel reviewsThe website has over 210,000 links to itAllows people to connect via FacebookIt’s the 328th most visited website in the world
Using the TripAdvisor site
How people use the site
User generated content
How to submit content
How not to use TripAdvisor
How businesses can use the site
TripAdvisor does not allow self-promotion• TripAdvisor is consumer generated information so
use the site to respond to reviews and offer explanations and apologies on bad reviews.
Businesses need to be involved in the conversation because many consumers consult TripAdvisor before making travel decisions. • An example of bad use of TripAdvisor would be to
not use it at all...
How do businesses use the site?
How do businesses use the site?
Negative reviews
Positive reviews
How to amend information
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How to utilise positive reviewsIf you’ve had a positive review, consider doing
the following;• Using a screenshot on your own website• Responding to the comment on TripAdvisor using
the ‘Compliment reviewer’ function• Send the user a message and offer them
complimentary services
How to encourage your guests to post reviews
When using your business, it’s easy to encourage people to submit reviews to TripAdvisor using the following techniques;• Produce an instruction booklet offering advice on
how to submit a review• Replace your guestbook with a laptop and have
TripAdvisor permanently on screen• If a guest suggests alterations, make them! People
will feel more obliged to post reviews if they feel it will make a difference in the future!
