www.tripadvisor.com maintaining your reputation online jim brody june 23, 2010

www.tripadvisor.co

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Maintaining Your Reputation Online

Maintaining Your Reputation Online

Jim BrodyJune 23, 2010

2www.tripadvisor.co

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Destination Marketing is ComplicatedDestination Marketing is ComplicatedDestination Marketing is ComplicatedDestination Marketing is Complicated

1. “Sense of Place”

2. Political pressures

3. Stakeholder pressures

4. Unaided brand awareness

5. Crisis curveball

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The Big Marketing Idea Is EverythingThe Big Marketing Idea Is EverythingThe Big Marketing Idea Is EverythingThe Big Marketing Idea Is Everything

Your message defines your brand.

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One Word: ThinkOne Word: ThinkOne Word: ThinkOne Word: Think

How do you define your brand?

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Online Brand MessagingOnline Brand MessagingOnline Brand MessagingOnline Brand Messaging

1. Your controlled brand message

2. People talking about you

3. When something goes wrong

4. People talking about you when something goes wrong

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Don’t PanicDon’t PanicDon’t PanicDon’t Panic

It’s just another marketing tool!

KNOW YOUR ENVIRONMENT

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Profoundly Altered Marketing Profoundly Altered Marketing LandscapeLandscape

Profoundly Altered Marketing Profoundly Altered Marketing LandscapeLandscape

The largest audience in history!

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Fully Active Medium Fully Active Medium Fully Active Medium Fully Active Medium

Focused

On a mission

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The Online User Experience is Self-The Online User Experience is Self-CustomizedCustomized

The Online User Experience is Self-The Online User Experience is Self-CustomizedCustomized

Over 1,000 decisions in an average online session

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2-Way Communications Tool2-Way Communications Tool2-Way Communications Tool2-Way Communications Tool

Instant and unlimited feedback

What to you really want visitors to your website to do?


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No BacklashNo BacklashNo BacklashNo Backlash

In anonymous environment there is both comfort and safety.


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Equal-Opportunity CommunicationEqual-Opportunity CommunicationEqual-Opportunity CommunicationEqual-Opportunity Communication

• No distance

• No time

• Level playing field


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Super TechnologySuper TechnologySuper TechnologySuper Technology

• Everything can be analyzed

• Easily updated

• Crashes/downtime rare


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Media Play-DoughMedia Play-DoughMedia Play-DoughMedia Play-Dough

• Unlimited creative potential

• Follows a moving target

• Messaging can be successfully complex


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The Mind of the User is All ImportantThe Mind of the User is All ImportantThe Mind of the User is All ImportantThe Mind of the User is All Important

What people are thinking is just as important as where they are sitting while they are doing it.


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Useful StuffUseful StuffUseful StuffUseful Stuff

12 Tips on Handling MarCom in the Web 2.0 Environment


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Tip #1: Marketing Trumps Tip #1: Marketing Trumps TechnologyTechnology

Tip #1: Marketing Trumps Tip #1: Marketing Trumps TechnologyTechnology

Don’t get suckedinto the vortex of technology hell!


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Tip #2: Pay Attention to the Little Tip #2: Pay Attention to the Little ThingsThings

Tip #2: Pay Attention to the Little Tip #2: Pay Attention to the Little ThingsThings

• What is this product or service for?

• Who is using it?

• Why are they there?

• How can it help me?


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Tip #3: Online is a Broad ApplicationTip #3: Online is a Broad ApplicationTip #3: Online is a Broad ApplicationTip #3: Online is a Broad Application

Advertising

PR

Direct Response


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Tip #4: Remember the Big IdeaTip #4: Remember the Big IdeaTip #4: Remember the Big IdeaTip #4: Remember the Big Idea

Make your online plans fit your marketing plan, not the other way around.


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Tip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERETip #5: Good PR is EVERYWHERE

Contribute, edit and upload your text,links, photos and videos

wherever possible.


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Tip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti SocialTip #6: Don’t Be Anti Social

Try the social networking stuff


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Tip #7: Stay In the LoopTip #7: Stay In the LoopTip #7: Stay In the LoopTip #7: Stay In the Loop

Monitor the Internet to see whose talking about you


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Tip #8: Win Friends Offline Who Will Tip #8: Win Friends Offline Who Will Influence OnlineInfluence Online

Tip #8: Win Friends Offline Who Will Tip #8: Win Friends Offline Who Will Influence OnlineInfluence Online

Ask visitors to your business or destinationto post their thoughts and reviews

on their favorite travel site.


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Tip #9: Shout BackTip #9: Shout BackTip #9: Shout BackTip #9: Shout Back

One bad blog or posting can move mountains.If you see something you don’t like online, respond.


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Tip #10: Blog This!Tip #10: Blog This!Tip #10: Blog This!Tip #10: Blog This!

1. Find the bloggers

2. Add them to the your press list

3. Invite them to events

4. Stay in touch with them


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Tip #11: Go MobileTip #11: Go MobileTip #11: Go MobileTip #11: Go Mobile

Don’t just create a mobile-friendly webpage, create a mobile marketing strategy.


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Tip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You FreeTip #12: The Truth Will Set You Free

Be authentic and you’ll get more from the Internet than you ever dreamed of getting.


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Our Mission Our Mission Our Mission Our Mission

To Help Travelers Around the World Plan and Have the Perfect Trip


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Lame Corporate SlideLame Corporate SlideLame Corporate SlideLame Corporate Slide

The world’s largest travel community and comprehensive travel guide

Over 34 million unique monthly visitors worldwide

Over 15 million members

Visitors from over 100 countries

30 million + unbiased reviews, opinions, photos, videos, and recommendations from real travelers

13 postings are submitted every minute of every day

There are TripAdvisor websites in English (including special ones for the Canada, Australia, UK and India), Spanish (one for Spain and one for Mexico), French, German, Italian, Japanese, Chinese, Portuguese, Dutch, Swedish, Turkish, Danish, Polish and Norwegian.


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OK, maybe not so lame but how did OK, maybe not so lame but how did we get this big?we get this big?

OK, maybe not so lame but how did OK, maybe not so lame but how did we get this big?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


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The slide that puts things into The slide that puts things into categoriescategories

The slide that puts things into The slide that puts things into categoriescategories

User Generated Content Categories or…

Everything before the booking:

Destination content

Hotel, Attraction and Restaurant Reviews

Hotel, Attraction and Restaurant Rankings

Forums

Traveler Network


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First Question: Where am I Going?First Question: Where am I Going?First Question: Where am I Going?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


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DMO-A-Go-GoDMO-A-Go-GoDMO-A-Go-GoDMO-A-Go-Go

It’s free for DMO’s to participate

Register like any user

Identify your organization with your user name

Participate in your own destination area only

Be informative


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What to do about this:What to do about this:What to do about this:What to do about this:

“Even the cockroaches ringing my bathroom sink seemed disgusted by the state of the room and the general lack of

service…”


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I’d See it Again and Again… Reviews I’d See it Again and Again… Reviews are nothing neware nothing new

I’d See it Again and Again… Reviews I’d See it Again and Again… Reviews are nothing neware nothing new

Online is the realm of authenticity

Mostly positive

Available for your website

Removal requires a really strong reason

We have ways to find and deal with fraud


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6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews6 Tips to Deal with Bad Reviews

1. Trust the collective wisdom of the audience.

2. Register to use the owners’ center.

3. If you think it’s fraud, say something.

4. Respond, respond, respond!

5. Learn from it and instruct your staff.

6. Fix the problem.


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Travel Business Owners’ Center Travel Business Owners’ Center Travel Business Owners’ Center Travel Business Owners’ 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


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Like a lemonade stand at a funeral… Like a lemonade stand at a funeral… Tips on spotting a fraudulent reviewTips on spotting a fraudulent reviewLike a lemonade stand at a funeral… Like a lemonade stand at a funeral… Tips on spotting a fraudulent reviewTips on spotting a fraudulent review

Over-the-top language

100% went wrong 100% of the time

Knows too much

Supports a competing establishment


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Name, rank and no serial numberName, rank and no serial numberName, rank and no serial numberName, 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


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And as the sun sets slowly in the And as the sun sets slowly in the west…west…

And as the sun sets slowly in the And as the sun sets slowly in the west…west…

Marketing trumps technology

Don’t fear a role in the conversation

Experiment with TripAdvisor. Use the website. Put up content. Register. Embrace the 800 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!


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Contact InformationContact InformationContact InformationContact Information

Jim Brody

International Sales Manager, Destination Marketing

Direct Line: 617-670-6632

Cell Phone: 401-749-9448

E-mail: [email protected]

www.tripadvisor.com maintaining your reputation online jim brody june 23, 2010

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