Maintaining Your Online Reputation Jim Brody

Transcription

1 Maintaining Your Online Reputation Jim Brody 1

2 Destination Marketing is Complex 1. Sense of Place 2. Political pressures 3. Stakeholder pressures 4. Unaided brand awareness 5. Crisis curveball 2

3 One Word. Think. How do you define your brand? 3 3

4 The Big Marketing Idea Is Everything 4 4

5 Online Brand Messaging Your controlled brand message People responding and talking about that message People talking about their experiences with you Your message when something goes wrong People talking about you when something goes wrong 5 5

6 Don t Panic! It s just another marketing tool! KNOW YOUR ENVIRONMENT! 6 6

7 Profoundly Altered Marketing Landscape The largest audience in history! 7

8 Fully Active Medium Focused on a Mission 8 8

9 T he Online User Experience is Self- Customized Over 1,000 decisions in an average online session 9

10 2-Way Communications Tool Instant and unlimited feedback What to you really want visitors to your website to do? 10

11 No Backlash In anonymous environment there is both comfort and safety

12 Equal-Opportunity Communication - No Distance - No Time - Level Playing Field 12 12

13 Super Technology - Everything can be analyzed - Easily Updated - Crashes/Downtime is rare 13 13

14 Media Play-Doh - Unlimited creative potential - Follows a moving target - Messaging can be successfully complex 14 14

15 The Mind of the User is All-Important What people are thinking is more important then where they are sitting while they are doing it

16 Segmentation vs Differentiation - Segmentation is demographic driven - Who and Where are they? - Differentiation is behaviorally driven - What does this person want? 16 16

17 The Active Consumer vs. The Couch Potato 17

18 The Active Consumer vs. The Couch Potato Active: On a mission and in focus Potato: Just on because well it s on Active: Targeted for their interests and behavior online Potato: Just dumb luck they re watching and not at the fridge or in the loo Active: An action is just one click away Potato: If I reach for the phone, I m going to miss the best part Active: Conscious decision to move onto another website keeps me on my mission Potato: Oh no, a commercial! Let s see what s on another channel 18

19 Useful Stuff: 15 Tips on Handling MarCom in the Web 2.0 Environment 19 19

20 Tip 1: Don t get sucked into the vortex of technology hell! 20 20

21 Tip 2: Pay attention to the little things. - What is this website for? - Who is using it? - Why are they there? - How can it help me? 21 21

22 Tip 3: Online is a broad application. - Advertising - PR - Direct Response 22

23 Tip 4: Remember the Big Idea Make your online plans fit your marketing plan, not the other way around

24 Tip 5: The brain remains the same. T hink about what you want from customers, and how they may react online. 24

25 Tip 6: Remember what your business is. Be consistent in your message across all media

26 Tip 7: Good PR is everywhere. Contribute, edit and upload your text, links, photos and videos wherever possible

27 Tip 8: Don t be anti-social. Try the social networking stuff

28 Tip 9: Stay in the loop. Monitor the internet to see who is talking about you. 28

29 Tip 10: Win friends online, who will influence offline. Ask visitors to your business destination, to post their thoughts and reviews on their favorite travel site

30 Tip 11: Blog THAT. 1. Find the bloggers 2. Add them to your press list 3. Invite them to events 4. Stay in touch with them 30

31 We all know you know how to count. But do you know when to stop? Don t make Return on Investment into Run Off my Idea. Tip 12: ROI? 31

32 Tip 13: Cheaper is NOT always better. It doesn t matter how CHEAP, if it DOESN T work! 32

33 Tip 14: A good response is easy to find. Make website response EASY. 33

34 Tip 15: The truth will set you free. Be authentic and you ll get more from the internet then you ever dreamed of getting. 34

35 Making TripAdvisor Work For You Getting the Most From the 900 Pound Gorilla 35

36 Our Mission We help travelers around the world plan and have the perfect trip

37 Our Position in the Marketplace We are the World s largest online travel guide, global travel information provider and travel review resource. ranked #1 of all travel websites by Comscore 37 37

38 Lame Corporate Slide The world s largest travel community and comprehensive travel guide Over 42 million unique monthly visitors worldwide Over 20 million members Visitors from over 100 countries 30 million + unbiased reviews, opinions, photos, videos, and recommendations from real travelers 13 posting is submitted every minute of every day There are TripAdvisor websites in English (including special ones for the UK Ireland, Canada, Australia, Singapore, Malaysia and India), Spanish (Spain, Argentina and Mexico), French, German, Italian, Japanese, Chinese (mainland and Taiwan), Portuguese, Dutch, Swedish, Polish, Norwegian, Thai, Korean, Greek, Russian, and Indonesian! 38 38

39 The Secret of Our Success Ok, maybe not so lame, but how did 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 39 39

40 Calgary on TripAdvisor 254,542 unique visits in March 475,560 page views in March 138 reviewed Calgary lodgings 127 reviewed Calgary attractions 1,350 reviewed Calgary restaurants 13,907 reviews 14,494 forum topics 40 40

41 Calgary Worldwide Sweden: Over 850 monthly page views Ireland: Over 1,840 monthly page views Brazil: Over 2,480 monthly page views Netherlands: Over 1,090 monthly page views Italy: Over 3,080 monthly page views Spain: Over 7,580 monthly page views India: Over 4,560 monthly page views France: Over 5,760 monthly page views Germany: Over 6,230 monthly page views Japan: Over 3,760 monthly page views UK: Over 19,170 monthly page views 41 41

42 Calgary Worldwide Canada: Over 46,140 monthly page views Denmark: Over 410 monthly page views Mexico: Over 840 monthly page views Australia: Over 2,130 monthly page views Turkey: Over 370 monthly page views Korea: Over 580 monthly page views Singapore: Over 560 monthly page views Greece: Over 210 monthly page views Indonesia: Over 300monthly page views Argentina: Over 320 monthly page views Russia: Over 560 monthly page views Taiwan: Over 430 monthly page views 42 42

43 The Top Ranked Calgary Hotels 5. Hampton Inn & Suites Calgary Airport 4. Country Inn & Suites by Carlson 3. Sheraton Suites Calgary Eau Claire 2. Acclaim Hotel Calgary Airport 1. Le Germain Hotel 43 43

44 Top Ranked Calgary B&B s and Inns 3. Along River Ridge 2. Tuxedo House B&B 1. English Bed, Breakfast and Day Spa 44 44

45 Top Ranked Calgary Attractions 3. Leela Eco Spa and Studio 2. Calgary Zoo 1. Heritage Park 45 45

46 Top Ranked Calgary Restaurants 3. Niko s 2. Jimmy s A&A Deli 1. White Elephant Thai Cuisine 46 46

47 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 47 47

48 DMO-A-Go-Go It s free for DMOs to participate! Register like any user Identify your organization with your user name Participate in your own destination area only Be informative 48 48

49 Forums Get in there and mix it up! Questions asked, answered and discussed Links must be relevant to content Watch your language! DMO s: Become destination experts! 49 49

50 What to do about T HIS? Even the cockroaches ringing my bathroom sink seemed disgusted by the state of the room and the general lack of service 50 50

51 What to do About a Bad Review Tip 1: Make sure you register to use your owner s page. Tip 2: Trust the collective wisdom of the audience. Tip 3: If you think its fraud, then tell us about it. Tip 4: Respond! Respond! Respond! Tip 5: Learn from it, instruct your staff. Tip 6: Fix the problem

52 I d see it again Reviews are nothing new. Online is the realm of possibility Mostly positive Available for your website Removal requires a really strong reason We have ways to find and deal with fraud 52 52

53 Tips on Spotting a Fraudulent Review Over-the-top language 100% went wrong 100% of the time Knows too much Supports a competing establishment 53 53

54 Name, 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 54 54

55 Travel Business Owner s 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 55 55

56 And as the sun slowly sets in the West Marketing trumps technology. Don t fear a role in the conversation. Online, there is no box. Experiment with TripAdvisor. Use the website. Put up content. Register. Embrace the 900 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! 56 56

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