Online Reputation Management

WHAT IS REPUTATION?

REPUTATION MANAGEMENT Reputation management is the understanding or influencing of an individual's or business's reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results.

EVERYONE NOW HAS AN OPINION

THEIR FAVOURITE TOPIC? TRAVEL!

NETHERLANDS MARKET TRAVEL SITES TripAdvisor is the second largest travel site in the Netherlands ComScore July 2017 - Monthly Unique Users

2017 VIEWS OF NETHERLANDS CONTENT Split by source market. Domestic = 38% ComScore July 2017 - Monthly Unique Users

455 6.6 7 million TRIPADVISOR TODAY 570+ 300 160 MILLION 150,000+ members 570+ reviews & opinions MILLION 7 million 455 Accomodations, restaurants and attractions over 150,000+ destinations MILLION Unique visitors a month every minute 300 user contributions over over 6.6 MILLION businesses listed 48 Domains in 29 languages Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2017; Source: TripAdvisor log files, Q4 2017

96% consider reading reviews important when planning and booking hotels 83% will “usually” or “always” reference TripAdvisor reviews before making a booking decision on a hotel

UNDERSTANDING THE MOTIVATION TO SHARE People want to share positive experiences and pay it forward for the advice they received from others 73% 70% 4 out of 5 of TripAdvisor users report that they wrote a review in the past year because they wanted to share a good experience with travellers is the average bubble rating on TripAdvisor of TripAdvisor users wrote a review in the past year because they received good advice from reviews and wanted to give back to the community Source: Comscore November 2017

HOW CAN I INFLUENCE MY BUSINESS’ ONLINE REPUTATION?

WHAT HAPPENS IF YOU DON’T TAKE CONROL?

YOUR VIRTUAL RECEPTION IS ALWAYS OPEN!

DON’T LEAVE IT UNMANNED!

YOU CAN HAVE YOUR SAY & INFLUENCE TRAVELLERS 78% 84% of respondents say “seeing a hotel management response to reviews makes me believe that it cares more about its guests”. of respondents say “an appropriate management response to a bad review improves my impression of the hotel”. Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2015.

1* RESPONSE EXAMPLES

5* RESPONSE EXAMPLES

MANAGEMENT RESPONSE BEST PRACTICES Sign up for review notification emails Read the guidelines Respond within 24 hours Say “thank you” Be original in reply Highlight positives Address specific complaints Be polite and professional

SERVICE! SERVICE! SERVICE! Provide truly remarkable service Be true to brand Be “refreshingly honest” Mobilize the whole team Offer great value Do it with passion every day Focus on traditional hospitality Prevent escalation

SO HOW DO I GET MORE REVIEWS?

REVIEW COLLECTION PROVIDERS TripAdvisor partners with over 100 Review Collection Service Providers such as Review Pro, GuestReview and Revinate These tools allow you to automatically collect guest feedback and identify opportunities for improvement There are three types of review collection partners: guest survey providers, internet booking engines, and property management systems. A recent study concluded that highly engaged hotels using Review Collection services saw a 30-80% increase in reviews and 40% more TripAdvisor page views, than those not using these services.* *”Using Guest Reviews to Pave the Path to Greater Engagement” collected by Atmosphere Research Group

MORE TOOLS Request a Free TripAdvisor sticker for your window Add a TripAdvisor app to your Facebook Business Page Leverage existing TripAdvisor content, like traveller reviews, ratings, percent recommended statistics, awards (if applicable), your property’s primary image and a slideshow of your photos. Plus, travellers can now write reviews for your business right from the app in the new “Write a review” tab.  Small social media button. Big traveler impact – add TripAdvisor’s free social media button to your business’ website. Ask staff to ask guests as they check out. Leave cookies or sweets in the room attached to TripAdvisor review request cards

WHERE YOU COME IN…. EVERY SINGLE MEMBER OF STAFF CAN AND WILL HAVE AN INFLUENCE ON A VISITOR’S ENJOYMENT! THEY NEED TO LEAVE FEELING LOVED AND WANTING TO RETURN. THEY MUST WANT TO TELL THE WORLD OF THEIR POSITIVE EXPERINCE AT YOUR ESTABLISHMENT!

Thanks! Any questions? @torid46 victoria@victoriapearceconsulting.com You can find me at: @torid46 victoria@victoriapearceconsulting.com