With over 100 million reviews and 260 million monthly visitors, TripAdvisor is a force to be reckoned with in the travel and hospitality world. How does your hotel or attraction manage comments, whether they are positive or negative? In this conference we discuss: Overview of the state of social media and mobile in 2013; Practical examples of companies and brands that dealt with a crisis situation and its management on social media; Basic principles and rules to follow in order to effectively manage your online reputation; 7 tips to better manage your presence on Tripadvisor. Read my blog post for more details: http://fredericgonzalo.com/en/2013/02/03/seven-steps-to-manage-your-e-reputation/

1. TIANS Tourism Summit 2013
IMPROVE YOUR E-REPUTATION
AND TRIPADVISOR PERFORMANCE
by@gonzogonzo www.fredericgonzalo.com

2. TIANS Tourism Summit 2013
by@gonzogonzo www.fredericgonzalo.com

3. TIANS Tourism Summit 2013
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
by@gonzogonzo www.fredericgonzalo.com

4. TIANS Tourism Summit 2013
1. Listen to what is being said about your brand
by@gonzogonzo www.fredericgonzalo.com

5. TIANS Tourism Summit 2013
1. Listen to what is being said about your brand
by@gonzogonzo www.fredericgonzalo.com

6. TIANS Tourism Summit 2013
1. Listen to what is being said about your brand
by@gonzogonzo www.fredericgonzalo.com

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2. Identify keywords
by@gonzogonzo www.fredericgonzalo.com

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3. Identify influencers
by@gonzogonzo www.fredericgonzalo.com

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4. Monitor consistently
by@gonzogonzo www.fredericgonzalo.com

10. TIANS Tourism Summit 2013
5. Have a multiplatform calendar
by@gonzogonzo www.fredericgonzalo.com

11. TIANS Tourism Summit 2013
6. Get employees & fans involved
by@gonzogonzo www.fredericgonzalo.com

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7. Expect the unexpected
by@gonzogonzo www.fredericgonzalo.com

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The decision-making process
Source: TripAdvisor, TripBarometer, March 2013
by@gonzogonzo www.fredericgonzalo.com

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The decision-making process
Source: Google Think, Ipsos MediaCT, November 2013
by@gonzogonzo www.fredericgonzalo.com

15. TIANS Tourism Summit 2013
About TripAdvisor
• More than 260 million visitors… per month!!
• More than 100M reviews, generated by 32
million active users
• Consistent growth, specially since tapping
into Facebook graph
• Correlation between TA score and RevPAR
by@gonzogonzo www.fredericgonzalo.com

16. TIANS Tourism Summit 2013
About Yelp
• More than 100 million unique visitors per
month
• Over 45 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
by@gonzogonzo www.fredericgonzalo.com

17. TIANS Tourism Summit 2013
by@gonzogonzo www.fredericgonzalo.com

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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
by@gonzogonzo www.fredericgonzalo.com

22. TIANS Tourism Summit 2013
7 tips to manage your TA presence
1.
2.
3.
4.
5.
6.
7.
Respond promptly
Use professional tone & manner
Stay away from jargon
Put emphasis on positive & updates
Respect private life
Be original
Show empathy & appreciation
by@gonzogonzo www.fredericgonzalo.com

23. TIANS Tourism Summit 2013
Respond promptly
by@gonzogonzo www.fredericgonzalo.com

24. TIANS Tourism Summit 2013
Use professional tone & manner
by@gonzogonzo www.fredericgonzalo.com

25. TIANS Tourism Summit 2013
Stay away from jargon
by@gonzogonzo www.fredericgonzalo.com

26. TIANS Tourism Summit 2013
Put emphasis on positive & updates
by@gonzogonzo www.fredericgonzalo.com

27. TIANS Tourism Summit 2013
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
by@gonzogonzo www.fredericgonzalo.com

28. TIANS Tourism Summit 2013
Be original
by@gonzogonzo www.fredericgonzalo.com

29. TIANS Tourism Summit 2013
Show empathy & appreciation
by@gonzogonzo www.fredericgonzalo.com

30. TIANS Tourism Summit 2013
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!
by@gonzogonzo www.fredericgonzalo.com

31. TIANS Tourism Summit 2013
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!
by@gonzogonzo www.fredericgonzalo.com

32. TIANS Tourism Summit 2013
by@gonzogonzo www.fredericgonzalo.com

33. TIANS Tourism Summit 2013
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 ereputation
by@gonzogonzo www.fredericgonzalo.com

34. TIANS Tourism Summit 2013
1. Claim your venue
by@gonzogonzo www.fredericgonzalo.com

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Searching for “Hotels in Nova Scotia” on Google…
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37. TIANS Tourism Summit 2013
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
by@gonzogonzo www.fredericgonzalo.com

38. TIANS Tourism Summit 2013
3. Ask for comments and promote
your results
by@gonzogonzo www.fredericgonzalo.com

39. TIANS Tourism Summit 2013
What to do in cases of blackmail?
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40. TIANS Tourism Summit 2013
Questions? Comments?
by@gonzogonzo www.fredericgonzalo.com