Manage Your Ereputation and TripAdvisor presence for better results!
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Presentation given during "Bienvenue Quebec 2014", to destinations, hotels and attractions. Basics of managing your ereputation and how to make the most of your TripAdvisor rankings!
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Manage Your Ereputation and TripAdvisor presence for better results!
- 1. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Improve Your E-Reputation and TripAdvisor Performance
- 2. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 3. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 7 Components of E-Reputation 1.Listen to what is being said about your brand 2.Identify key words 3.Identify influencers 4.Monitor consistently 5.Have a multiplatform calendar 6.Get employees and ambassadors involved 7.Expect the unexpected
- 4. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 1. Listen to what is being said about your brand
- 5. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 1. Listen to what is being said about your brand
- 6. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 1. Listen to what is being said about your brand
- 7. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 2. Identify keywords
- 8. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 3. Identify influencers
- 9. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 4. Monitor consistently
- 10. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 5. Have a multiplatform calendar
- 11. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 6. Get employees & fans involved
- 12. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 7. Expect the unexpected
- 13. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Source: TripAdvisor, TripBarometer, March 2013 The decision-making process
- 14. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Source: Google Think, Ipsos MediaCT, November 2013 The decision-making process
- 15. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Review Sites
- 16. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com About TripAdvisor • 280 million unique visitors… per month!! • More than 170M reviews, generated by 60 million active users • Consistent growth, specially since tapping into Facebook graph • Correlation between TA score and RevPAR
- 17. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com About Yelp • More than 119 million unique visitors per month • Over 62 million user reviews • Location-based and more time sensitive, dealing with places to eat, things to do and last- minute decision-making • Correlation between Yelp score and sales
- 18. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 19. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 20. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 21. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 22. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com How your TA score is calculated Your ranking on TripAdvisor is calculated by a sophisticated algorithm focusing mostly on 3 variables: 1. Quantity of comments 2. Quality of comments(positive versus negative ratio) 3. Recency of comments
- 23. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Yelp Algorithm
- 24. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 6 tips to manage your TA presence 1. Respond promptly 2. Use professional tone & manner 3. Put emphasis on positive & updates 4. Respect private life 5. Be original 6. Show empathy & appreciation
- 25. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Respond promptly
- 26. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Use professional tone & manner
- 27. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Put emphasis on positive & updates
- 28. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Respect privacy Be mindful not to share confidential information about the customer and stick to what is available on TripAdvisor, i.e. person’s avatar. It’s therefore important not to dispell: - Personal details about the stay or experience - Phone number or email address - Any other personal elements taken outside of TA context
- 29. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Be original
- 30. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Show empathy & appreciation
- 31. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 4 golden rules to responding When addressing a negative comment: 1. Thank the client for taking time to share a review 2. Apologize for situation or event that took place 3. Address specifically what you can and will do to correct the mentioned situation or how it can be mitigated in the future 4. Invite client once again – try to get a second chance to make a good first impression!
- 32. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 4 golden rules to responding When addressing a positive comment: 1. Thank the client for taking time to share a review 2. Acknowledge the kudos and pass on to staff, if applicable 3. Spin brand values and why such comments are appreciated 4. Invite client once again – it’s cheaper(and wiser) to bank on repeat business than always acquiring!
- 33. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 34. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com What’s next? 1. Claim your venue / account 2. Include these review sites in your action plan and strategy 3. Ask for comments and promote your results 4. Have an over-arching vision of your e- reputation
- 35. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 1. Claim your venue
- 36. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Searching for “Hotels in Quebec City” on Google…
- 37. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com
- 38. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 2. Include review sites in your action plan and strategy This means… • Allocating times and resources to manage review sites prioritized as per your brand, product or service • Promote internally and externally • Train your employees accordingly
- 39. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 2. Include review sites in your action plan and strategy
- 40. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com 3. Ask for comments and promote your results
- 41. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com What to do in cases of blackmail?
- 42. Bienvenue Quebec 2014 By @gonzogonzo www.fredericgonzalo.com Questions? Comments? Let’s keep in touch: frederic@gonzomarketing.biz