Www.tripadvisor.com Maintaining Your Reputation Online Jim Brody June 23, 2010.
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Transcript of Www.tripadvisor.com Maintaining Your Reputation Online Jim Brody June 23, 2010.
www.tripadvisor.co
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Maintaining Your Reputation Online
Maintaining Your Reputation Online
Jim BrodyJune 23, 2010
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Destination Marketing is ComplicatedDestination Marketing is ComplicatedDestination Marketing is ComplicatedDestination Marketing is Complicated
1. “Sense of Place”
2. Political pressures
3. Stakeholder pressures
4. Unaided brand awareness
5. Crisis curveball
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The Big Marketing Idea Is EverythingThe Big Marketing Idea Is EverythingThe Big Marketing Idea Is EverythingThe Big Marketing Idea Is Everything
Your message defines your brand.
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One Word: ThinkOne Word: ThinkOne Word: ThinkOne Word: Think
How do you define your brand?
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Online Brand MessagingOnline Brand MessagingOnline Brand MessagingOnline Brand Messaging
1. Your controlled brand message
2. People talking about you
3. When something goes wrong
4. People talking about you when something goes wrong
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Don’t PanicDon’t PanicDon’t PanicDon’t Panic
It’s just another marketing tool!
KNOW YOUR ENVIRONMENT
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Profoundly Altered Marketing Profoundly Altered Marketing LandscapeLandscape
Profoundly Altered Marketing Profoundly Altered Marketing LandscapeLandscape
The largest audience in history!
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Fully Active Medium Fully Active Medium Fully Active Medium Fully Active Medium
Focused
On a mission
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The Online User Experience is Self-The Online User Experience is Self-CustomizedCustomized
The Online User Experience is Self-The Online User Experience is Self-CustomizedCustomized
Over 1,000 decisions in an average online session
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2-Way Communications Tool2-Way Communications Tool2-Way Communications Tool2-Way Communications Tool
Instant and unlimited feedback
What to you really want visitors to your website to do?
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No BacklashNo BacklashNo BacklashNo Backlash
In anonymous environment there is both comfort and safety.
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Equal-Opportunity CommunicationEqual-Opportunity CommunicationEqual-Opportunity CommunicationEqual-Opportunity Communication
• No distance
• No time
• Level playing field
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Super TechnologySuper TechnologySuper TechnologySuper Technology
• Everything can be analyzed
• Easily updated
• Crashes/downtime rare
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Media Play-DoughMedia Play-DoughMedia Play-DoughMedia Play-Dough
• Unlimited creative potential
• Follows a moving target
• Messaging can be successfully complex
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The Mind of the User is All ImportantThe Mind of the User is All ImportantThe Mind of the User is All ImportantThe Mind of the User is All Important
What people are thinking is just as important as where they are sitting while they are doing it.
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Useful StuffUseful StuffUseful StuffUseful Stuff
12 Tips on Handling MarCom in the Web 2.0 Environment
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Tip #1: Marketing Trumps Tip #1: Marketing Trumps TechnologyTechnology
Tip #1: Marketing Trumps Tip #1: Marketing Trumps TechnologyTechnology
Don’t get suckedinto the vortex of technology hell!
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Tip #2: Pay Attention to the Little Tip #2: Pay Attention to the Little ThingsThings
Tip #2: Pay Attention to the Little Tip #2: Pay Attention to the Little ThingsThings
• What is this product or service for?
• Who is using it?
• Why are they there?
• How can it help me?
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Tip #3: Online is a Broad ApplicationTip #3: Online is a Broad ApplicationTip #3: Online is a Broad ApplicationTip #3: Online is a Broad Application
Advertising
PR
Direct Response
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Tip #4: Remember the Big IdeaTip #4: Remember the Big IdeaTip #4: Remember the Big IdeaTip #4: Remember the Big Idea
Make your online plans fit your marketing plan, not the other way around.
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Tip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERE
Contribute, edit and upload your text,links, photos and videos
wherever possible.
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Tip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti Social
Try the social networking stuff
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Tip #7: Stay In the LoopTip #7: Stay In the LoopTip #7: Stay In the LoopTip #7: Stay In the Loop
Monitor the Internet to see whose talking about you
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Tip #8: Win Friends Offline Who Will Tip #8: Win Friends Offline Who Will Influence OnlineInfluence Online
Tip #8: Win Friends Offline Who Will Tip #8: Win Friends Offline Who Will Influence OnlineInfluence Online
Ask visitors to your business or destinationto post their thoughts and reviews
on their favorite travel site.
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Tip #9: Shout BackTip #9: Shout BackTip #9: Shout BackTip #9: Shout Back
One bad blog or posting can move mountains.If you see something you don’t like online, respond.
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Tip #10: Blog This!Tip #10: Blog This!Tip #10: Blog This!Tip #10: Blog This!
1. Find the bloggers
2. Add them to the your press list
3. Invite them to events
4. Stay in touch with them
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Tip #11: Go MobileTip #11: Go MobileTip #11: Go MobileTip #11: Go Mobile
Don’t just create a mobile-friendly webpage, create a mobile marketing strategy.
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Tip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You Free
Be authentic and you’ll get more from the Internet than you ever dreamed of getting.
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Our Mission Our Mission Our Mission Our Mission
To Help Travelers Around the World Plan and Have the Perfect Trip
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Lame Corporate SlideLame Corporate SlideLame Corporate SlideLame Corporate Slide
The world’s largest travel community and comprehensive travel guide
Over 34 million unique monthly visitors worldwide
Over 15 million members
Visitors from over 100 countries
30 million + unbiased reviews, opinions, photos, videos, and recommendations from real travelers
13 postings are submitted every minute of every day
There are TripAdvisor websites in English (including special ones for the Canada, Australia, UK and India), Spanish (one for Spain and one for Mexico), French, German, Italian, Japanese, Chinese, Portuguese, Dutch, Swedish, Turkish, Danish, Polish and Norwegian.
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OK, maybe not so lame but how did OK, maybe not so lame but how did we get this big?we get this big?
OK, maybe not so lame but how did OK, maybe not so lame but how did we get this big?we get this big?
User Generated content/Web 2.0
Social networking
Travelers contribute content on:
Every destination in the world
Almost every hotel
Basically every attraction
Practically every restaurant
They can tell you and show you
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The slide that puts things into The slide that puts things into categoriescategories
The slide that puts things into The slide that puts things into categoriescategories
User Generated Content Categories or…
Everything before the booking:
Destination content
Hotel, Attraction and Restaurant Reviews
Hotel, Attraction and Restaurant Rankings
Forums
Traveler Network
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First Question: Where am I Going?First Question: Where am I Going?First Question: Where am I Going?First Question: Where am I Going?
TA Destination content:
User videos
User photos
“Wiki-style” traveler information
Traveler Go Lists
Forums
Broader and less opinionated than reviews, loaded with experiences and suggestions
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DMO-A-Go-GoDMO-A-Go-GoDMO-A-Go-GoDMO-A-Go-Go
It’s free for DMO’s to participate
Register like any user
Identify your organization with your user name
Participate in your own destination area only
Be informative
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What to do about this:What to do about this:What to do about this:What to do about this:
“Even the cockroaches ringing my bathroom sink seemed disgusted by the state of the room and the general lack of
service…”
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I’d See it Again and Again… Reviews I’d See it Again and Again… Reviews are nothing neware nothing new
I’d See it Again and Again… Reviews I’d See it Again and Again… Reviews are nothing neware nothing new
Online is the realm of authenticity
Mostly positive
Available for your website
Removal requires a really strong reason
We have ways to find and deal with fraud
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6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews
1. Trust the collective wisdom of the audience.
2. Register to use the owners’ center.
3. If you think it’s fraud, say something.
4. Respond, respond, respond!
5. Learn from it and instruct your staff.
6. Fix the problem.
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Travel Business Owners’ Center Travel Business Owners’ Center Travel Business Owners’ Center Travel Business Owners’ Center
Your own place on TripAdvisor
Easy to get to from your own content
Registration is free
Get notified of new reviews
Track your ranking and performance
Respond to reviews
Review request cards
Download content and links for your website
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Like a lemonade stand at a funeral… Like a lemonade stand at a funeral… Tips on spotting a fraudulent reviewTips on spotting a fraudulent reviewLike a lemonade stand at a funeral… Like a lemonade stand at a funeral… Tips on spotting a fraudulent reviewTips on spotting a fraudulent review
Over-the-top language
100% went wrong 100% of the time
Knows too much
Supports a competing establishment
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Name, rank and no serial numberName, rank and no serial numberName, rank and no serial numberName, rank and no serial number
All lodgings, attractions and restaurants are ranked
Overall & by category
100% based on user generated content
Point of impact: Tell people to review you
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And as the sun sets slowly in the And as the sun sets slowly in the west…west…
And as the sun sets slowly in the And as the sun sets slowly in the west…west…
Marketing trumps technology
Don’t fear a role in the conversation
Experiment with TripAdvisor. Use the website. Put up content. Register. Embrace the 800 pound gorilla in the room.
Talk to other people in your business about it and find out how they use it
Ask questions…
Starting right now!
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Contact InformationContact InformationContact InformationContact Information
Jim Brody
International Sales Manager, Destination Marketing
Direct Line: 617-670-6632
Cell Phone: 401-749-9448
E-mail: [email protected]