for liz craig class
TRANSCRIPT
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Advocates & Influencers: How to Get People to Talk About and Recommend Your Hotel Online
WEBINAR November 29, 2016
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Your Host
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Daniel E. Craig Founder, Reknown Twitter @dcraig www.reknown.com
#SMWebinar
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Questions & Comments
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Tweet your comments, questions & favorite tips using @ReviewPro & #SMWebinar hashtag
Resource Hub www.reviewpro.com/resources
#SMWebinar
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Poll 1
Which of the following activities has your hotel or brand engaged in? (check all that apply)
q Ask guests to post online reviews q Host stays for travel media q Host stays for social media influencers q Pay influencers to promote your hotel/brand q None of the above
Use the pop-up window on your screen to vote.
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1. Defining Advocates and Influencers
2. Spotlight: Library Hotel Collection
3. Influencer Campaigns and Tools
4. Unlocking Advocacy with ReviewPro
5. Q&A
Agenda
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Today’s Panelists
Daniel E. Craig Founder
REKNOWN @dcraig
Josiah Mackenzie Vice President, Business
Development REVIEWPRO @ReviewPro
Adele Gutman Vice President, Sales, Marketing &
Revenue LIBRARY HOTEL COLLECTION
@LibraryHotelLHC
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Panelist
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Josiah Mackenzie
VP of Business Development
@JosiahMackenzie
@ReviewPro
#SMWebinar
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Our Vision
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Enable our clients to deliver better guest experiences & to profit
from Guest Intelligence.
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About ReviewPro
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Guest Surveys Online Reputation
#SMWebinar
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Clients & Partners
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More than 30,000 hotels in over 150 countries rely upon ReviewPro to improve guest satisfaction and increase revenue.
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Defining Advocates and Influencers
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Objectives
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ADVOCATES & INFLUENCERS
INCREASE REACH
DRIVE REVENUE
CREATE DEMAND
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Online Advocates vs. Influencers
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ADVOCATES People who post positive content about a business or brand and encourage people
to try it
Passionate about the brand
Loyal, long-term relationship
Unpaid
Motivation: help friends, spread the word
High trust
Audience: size and influence varies
INFLUENCERS People who post content that influences the impressions, decisions and behavior
of a large number of people
Not connected to the brand
Not loyal, short term relationship
Paid or incentivized
Motivation: income, perks, help others, grow followings
Moderate trust
Audience: large, high influence
#SMWebinar
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Advocate or Influencer?
1. A guest writes a review of your hotel on TripAdvisor.
2. Kim Kardashian posts a selfie on Instagram from your hotel lounge.
3. A journalist publishes an article about the pros and cons of her stay at your hotel in a newspaper.
4. You pay a YouTube star to produce a video at your hotel.
5. During a keynote speech, the CEO of a multinational organization tells the audience she loves your hotel.
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ADVOCATE
INFLUENCER
ADVOCATEANDINFLUENCER
INFLUENCER
INFLUENCER
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Finding & Mobilizing Advocates
Who are they?
• Your guests (primarily)
Where can you find them?
• PMS & CRM database
• Social media followings
• Guest surveys
• Online reviews
How can you mobilize guests to become advocates?
• Ask them to write a review
• Ask them to share or endorse your content on social media
• Ask them to post content, tag your hotel or check in
• Use Facebook Custom Audience or Twitter Tailored Audiences
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Finding Influencers
Who are they? • Journalists • Photographers • Bloggers and vloggers • Social media influencers • Celebrities and other high profile
people Where can you find them? • Travel websites and blogs • Specialty websites and blogs
(lifestyle, fashion, luxury, etc.) • Media sites • Social media: Facebook, Twitter,
Instagram, YouTube, Pinterest
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Types of Influencer Campaigns
• Outreach: make contact, send stories and content
• Invite for a hosted stay and/or meal
• Host fam trips
• Host mixers and meet-ups
• Hold contests
• Participate in Twitter chats
• Follow hashtags (e.g. #luxury, #hotels, #travel)
• Offer cash, incentives or rewards
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Spotlight: Library Hotel
Collection
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Panelist
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Adele Gutman
VP, Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman
@LibraryHotelLHC
#SMWebinar
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Library Hotel Collection
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Top on TripAdvisor
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Influencers on Instagram
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Ask Influencers to Help Spread the Word
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Power Influencers Magnify Impact
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Influencers on Facebook
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Advocates on Facebook
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Influencers on Twitter
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Bloggers
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Tracking: Buzz&Go Dashboard
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Adele’s Top Tips
1. Engage influencers. Like, comment on, retweet and share their content. Engage them and ask questions.
2. Personalize engagement. Show that there’s a person behind your brand.
3. Manage social media in-house. Take a team approach to keep the sharing authentic.
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Coming Soon from Library Hotel Collection!
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Questions & Comments
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Send us your questions or comments using the module on your screen or tweet them using @ReviewPro and #SMWebinar hashtag
#SMWebinar
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Poll 2
Which of the following tools does your hotel/brand actively use? (click all that apply)
q ReviewPro q Google Analytics q Alexa (website analytics) q Klear and/or Klout (measure social influence) q Flip.to and/or Buzz&Go (advocacy/influencer tools)
Use the pop-up window on your screen to vote.
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Tools for Finding & Qualifying Influencers
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Qualifying Influencers
AUDIENCE
Don’t confuse size with influence
Quality vs. quantity
ENGAGEMENT Site traffic, likes, shares,
comments Ratio of followers to
following Too much content,
noise? Fake followings?
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Qualifying Websites & Blogs: Alexa
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Measuring Influence: Klear and Klout
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Top Travel Blogs: The Expeditioner
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Influencer Tool: Buzz&Go
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Advocacy Tool: Flip.to
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Unlocking Advocacy with ReviewPro
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Build experiences people will love
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Promote What Your Guests Love
• Use review analysis to identify what your happy guests like most about your hotels.
• Emphasize these strengths in marketing to attract the right type of new guest that will love what you do best.
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Earn the Love – During Stay
• Check in with guests during their stay using technology such as mobile-optimized satisfaction touchpoints to eliminate any potential frustrations.
• This process is key to turning dissatisfied guests into satisfied ones – and increasing the number of advocates for your hotels.
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Feel the Love – Collect Direct Feedback
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Share the Love – On Your Website
• Sharing content created by guests is a key part of advocacy. ReviewPro allows you to publish content and widgets with guest ratings and reviews.
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Share the Love - Across the Web
TripAdvisor Review Collection Program
HolidayCheck Review Collection Program
Google Review Collection Widget
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Return the Love – Reward Top Advocates
• Use guest satisfaction survey filters to identify happy and loyal guests that could become important advocates for your brand.
• Creatively engage with these guests to have them become allies in your advocacy marketing program.
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Summary: Unlocking Advocacy
1. Create something worth talking about.
2. Develop a positive cycle of advocacy by promoting what your guests love most about you.
3. Increase in-stay listening to turn more guests into advocates.
4. Use guest surveys to collect feedback to power advocacy marketing on your site and across the web.
5. Treat your advocates like the VIPs they are by engaging and rewarding them.
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A Few Last Tips
• Give influencers parameters, but don’t try to control the content they post.
• Ask influencers to disclose if they are getting paid or hosted (E.g., #spon, #promoted or #ad).
• Measure results using Google Analytics and social media analytics tools.
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Q&A
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Q&A with our Panelists
Daniel E. Craig Founder
REKNOWN @dcraig
Josiah Mackenzie Vice President, Business
Development REVIEWPRO @ReviewPro
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Adele Gutman Vice President, Sales, Marketing &
Revenue LIBRARY HOTEL COLLECTION
@LibraryHotelLHC
#SMWebinar
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ReviewPro’s Resource Hub
www.reviewpro.com/resources
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