How to be Top on Tripadvisor - presentation to National Hotel Marketing Conference, UK April 2015

1. Alan Stevens
The MediaCoach
Twitter: mediacoach
How to be top on
TripAdvisor
All tweets welcome:
#NHMC2015

2. Is your business
like this?

3. Or like this?

4. What do customers know about you?
• PAID
• OWNED
• EARNED

5. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED
• EARNED

6. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED

7. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

8. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

9. Where will they talk about you?

11. A negative tweet could cause a
business to lose 30 customers
(Convergys Corporation, 2009)

12. What do reviewers review?

13. What do reviewers review?

14. “There is no product
or service good
enough to overcome a
bad customer
experience”

15. Where do
customers
put reviews?

19. What prompts a review?
• Being asked
• Quantity of previous reviews
• Experience differs from expectation
• No other channels
• Unresolved issues
• A very good or bad experience

20. Ways to get reviews

21. • Personal request
• Post-visit email
• Regular email
• Physical reminder
• Call to action on website
Ways to get reviews

23. Tripadvisor Insights

25. Dealing with negatives
• Provide non-review paths for feedback
• Links to support in emails
• Live resolution/escalation
• Broadcast your willingness to listen to feedback
• Learn from negative feedback - a process, not a
reaction
• Always respond to comments

26. Responding to comments
• Quick, not immediate
• Know the rules (No personal insults..)
• Decide what level to reply at
• Claim your business listing
• Public or private?

27. Crisis, what crisis?
• One bad review isn’t a crisis, unless:
• It’s from a celeb
• It’s retweeted or shared
• It highlights a danger
• Any of the above, or a series of bad reviews is a
crisis

29. • You can prepare for any potential crisis
• You can set up a communications plan that
will work in any situation
• Crises lead to panic. Preparation allows you
to stay calm

30. • Behaving well towards your customers at
all times will help to save your reputation in
a crisis

31. Essential qualities
• Transparency
• Humility
• Contrition
• De-escalation
• Move the conversation offline

32. • Perform an act of goodwill immediately
after the crisis
• Declare the crisis over

33. Alan’s 4 point review
plan
1.Encourage reviews
2.Pay attention to what they say
3.Share your good reviews widely
4.Respond fast, personally and appropriately

34. Download this from:
slideshare.net/mediacoach

35. Alan Stevens
The MediaCoach
Twitter: mediacoach
Thank You!