1. 1 1 Tourism Toronto Reputation Management Master Workshop Sense of Place

2. 2 2 A few things as we get started: This is interactive – so ask questions Workshop hashtag: #ManageMyRepTO Take notes Feel free to contact me later Sense of Place

3. 3 3 How to find me: Jim Brody President and CDN (Chief DMO Nerd) Phone: +1 401-749-9448 Email: jbsenseofplace@gmail.comjbsenseofplace@gmail.com Twitter: @jbsenseofplace Skype: JBtakenote Sense of Place

4. 4 4 Our agenda: Overview Creating Online Advocates Content Types and Platforms Making the Most of the Content Sense of Place

5. 5 5 Overview Sense of Place

6. 6 6 The largest audience in the history of humankind is… Not a mass audience Using a fully active medium Focused and on a mission Enjoying a customized user experience Sense of Place

7. 7 7 And it is everywhere, all the time: Instant and unlimited feedback Content available 24/7 Follows a moving target Comfort in anonymity Sense of Place

8. 8 8 Marketing… Offline is a message and a response Started by you Online is an ongoing conversation Whether you are in it or not Sense of Place

9. 9 9 Online Brand Definition: Your message Responses to that message Experiences with your brand Your message when something goes wrong Sharing and opining Sense of Place

10. 10 User Generated Content (UGC): Online content created by your customers/visitors specifically about your business or destination Sense of Place

11. 11 UGC is powerful: Personal Opinionated Emotional Authentic But it can be abused Sense of Place

12. 12 Reputation Management: Encouraging the creation of, monitoring, engaging with and utilizing user-generated content to insure a maximum positive impact on your business or organization. Sense of Place

13. 13 In the Media: Toronto Sense of Place

14. 14 Reviews: 199,000+ on Tripadvisor 367,000+ on Yelp Sense of Place

15. 15 TripAdvisor Rankings for Hotels #5 – The Ivy at Verity #4 – The Ritz Carlton Toronto #3 – Hotel Le Germain Maple Leaf Square #2 – Four Seasons Hotel Toronto #1 – Trump International Hotel & Tower Sense of Place

16. 16 TripAdvisor Rankings for B&B’s and Inns: #5 – Banting House Inn #4 – Jare’s Place B&B #3 – A Suite Dreams Toronto B&B #2 – Making Waves Boatel #1 – By the Park Bed and Breakfast Sense of Place

17. 17 TripAdvisor Rankings for Attractions: #5 – Toronto Public Library #4 – Toronto Island Park #3 – Royal Conservatory of Music #2 – Famous People Players #1 – Toronto Symphony Orchestra Sense of Place

18. 18 TripAdvisor Rankings for Restaurants: #5 – LaVinia Restaurant #4 – The Elm Tree Restaurant #3 – New Orleans Seafood and Steakhouse #2 – Richmond Station #1 – Los Colibris Sense of Place

19. 19 Yelp Rankings for Restaurants: #5 – Khao San Road #4 – Seven Lives Tacos #3 – Ruby Watchco #2 – Black Hoof #1 – Under the Table Restaurant Sense of Place

20. 20 Yelp Rankings for Hotels & Travel: #5 – The Ritz Carlton Toronto #4 – The Grand Hotel and Suites #3 – Residence Inn Marriott #2 – The Planet Traveler #1 – Hotel Le Germain Sense of Place

21. 21 Toronto on YouTube: “Toronto Tourism” – 123,000+ “Toronto Vacation” – 127,000+ “Toronto Hotels” – 49,700+ “Toronto Attractions” – 76,000+ “Toronto Restaurants” – 53,900+ Sense of Place

22. 22 “Toronto Tourism” on Social Twitter people - 189 Facebook pages - 72 Pinterest boards - 317 Sense of Place

23. 23 Roger Goodell NFL Commissioner Sense of Place

24. 24 Reputation Tip #1: Always tell the truth Sense of Place

25. 25 Tom Jackson Chief of Police Ferguson, MO Sense of Place

26. 26 Reputation Tip #2: Adjust your strategies for this new environment Sense of Place

27. 27 Micky Arison Former CEO Carnival Cruise Lines Sense of Place

28. 28 Reputation Tip #3: Do it the right way, or go home Sense of Place

29. 29 Online Advocates: Getting the Most Without Going Too Far Sense of Place

30. 30 Who Can be an Online Advocate? A visitor A customer A connected social network Partner business Destination marketing organizations Sense of Place

31. 31 Advocate content can be created and uploaded Before arrival During the visit After the visit Sense of Place

32. 32 There are four ways to engage potential advocates: Ask verbally Use marketing tools Inspire in your location Incentivize Sense of Place

33. 33 Advocates Tip #1: Create an online advocate recruitment strategy that is specific to your business Sense of Place

34. 34 Asking: Helps “filter” the less enthusiastic Crucial if you have no fixed, public location Great for anything on-the-go Difficult to support any one platform or a hashtag Sense of Place

35. 35 Advocates Tip #2: Train your customer service team to listen for cues to gauge enthusiasm or disappointment Sense of Place

36. 36 Advocates Tip #3: Tours, transport and other businesses that move people around should ask for this content twice – once at the beginning of the journey and again at the end Sense of Place

37. 37 Key advocate marketing tools: Signage Fused into regular collateral Email Sense of Place

38. 38 Advocates Tip #4: Make sure signs in public areas (lobbies, doorways, etc.) are big enough to be seen and feature everything Sense of Place

39. 39 Advocates Tip #5: Keep signage in intimate places (hotel rooms, dining tables) small and simple Sense of Place

40. 40 Advocates Tip #6: Names and logos are great, but specific URL’s are too long to be effective on any signage Sense of Place

41. 41 Email: Lets you reach out after a visit Allows you a direct link for immediate response Encourages visitors to email you back with content Sense of Place

42. 42 Advocates Tip #7: Every business, if possible, should build an email list Sense of Place

43. 43 Advocates Tip #8: Use email to ask for content judiciously so you are not viewed as a spammer Sense of Place

44. 44 Advocates Tip #9: Make sure your email links go directly to the pages with your content on them Sense of Place

45. 45 Inspiring Advocates: Great view or iconic experience Special occasion Encourages immediate upload Selfies Sense of Place

46. 46 Advocates Tip #10: Clearly mark the best locations or icons for a photo/video opportunity Sense of Place

47. 47 Advocates Tip #11: Have your team regularly offer to take photos of customers on their own cell phones Sense of Place

48. 48 Advocates Tip #12: Watch your customers/guests and let them lead you to the undiscovered moments and icons Sense of Place

49. 49 Advocates Tip #13: Only encourage selfies where people are likely to look good or entertaining Sense of Place

50. 50 Incentivizing Advocates: Good way to get more content in a short period of time Great way to build a larger promotion Can cause content to be exaggerated and less authentic Sense of Place

51. 51 Advocates Tip #14: Plan any promotion so that it aligns well with the content you are looking for Sense of Place

52. 52 Advocates Tip #15: Giving incentives for reviews on TripAdvisor and Yelp is not allowed and can be penalized Sense of Place

53. 53 Content and Platforms: Types and Best Practices Sense of Place

54. 54 2 Types of Content Platforms: Static Social Sense of Place

55. 55 Social platforms are favored by advocates who create and upload content in destination Static platforms are favored by advocates who upload content when they return home Sense of Place

56. 56 5 Types of Content: Reviews Videos Photos Blogs Microblogs Sense of Place

57. 57 Content Tip #1: If time is an issue, focus on just one or two platforms Sense of Place

58. 58 Feeling Overwhelmed? Sense of Place

59. 59 The Answer is to Prioritize Sense of Place LodgingExperiencesDiningRetailDMO’s Top TierTripAdvisor OTA Reviews YouTube Instagram Pinterest Foodspotting Yelp Facebook Pinterest Facebook Twitter Pinterest Middle Tier Instagram Facebook YouTube TripAdvisor Yelp Facebook YouTube TripAdvisor Instagram Pinterest Twitter Instagram Tumblr Bloggers Tumblr YouTube Instagram Bottom Tier Bloggers Twitter Tumblr Pinterest Bloggers Twitter Tumblr Facebook Twitter Tumblr Bloggers Yelp Bloggers TripAdvisor

60. 60 Tripadvisor: Everybody reads hotel reviews Recommendations based on hotel type Rankings are important Awards extend things off the Internet Sense of Place

61. 61 Content Tip #2: Register to use the free business page on TripAdvisor to allow you to monitor and communicate Sense of Place

62. 62 Content Tip #3: Check the listing information on TripAdvisor to make sure everything is accurate Sense of Place

63. 63 Content Tip #4: If TripAdvisor is your sole focus, make sure you use their tools for encouraging more reviews Sense of Place

64. 64 Content Tip #5: High ranking on TripAdvisor is useful, but moving your ranking up takes time as it is base on number of positive ratings, number of ratings and recency Sense of Place

65. 65 Content Tip #6: Check with any OTA’s you work with to see what their policy on user reviews is Sense of Place

66. 66 Yelp: Most read for restaurant reviews Also includes other business sectors Listings are incomplete Sense of Place

67. 67 Content Tip #7: Register to use the free Yelp business pages Sense of Place

68. 68 Content Tip #8: If Yelp is a focus, make sure to use the tools they offer to help generate more reviews Sense of Place

69. 69 Content Tip #9: Be aware that rankings do not have the same impact for restaurants as they do for lodgings Sense of Place

70. 70 Content Tip #10: Be aware that rankings do not have the same impact for restaurants as they do for lodgings Sense of Place

71. 71 Content Tip #11: Google has just launched its own user- generated reviews, and this bears watching Sense of Place

72. 72 Facebook: Enforced virality Facebook is not Google Already looking or connected Micro-blog platform Allows calls to action to be paired with content Sense of Place

73. 73 Content Tip #12: In order to increase advertising sales, Facebook is now limiting the reach of posts to approximately 2% of followers Sense of Place

74. 74 Content Tip #13: Plan your Facebook posts so that they are regularly scheduled and that there are no big lulls between posts Sense of Place

75. 75 Content Tip #14: Make Facebook posts so compelling that followers who see them will also forward them Sense of Place

76. 76 Content Tip #15: Add a call to action (like an offer or survey) to increase response Sense of Place

77. 77 Twitter: Megaphone Hash tags as a marketing tool Live in the moment of “now” Content limited by characters Sense of Place

78. 78 Content Tip #16: Create a hash tag that supports your business or promotion – and use it Sense of Place

79. 79 Content Tip #17: Links in tweets have a really low CTR, so try to avoid using them Sense of Place

80. 80 Content Tip #18: Develop a Twitter personality and engage tweeters who refer to your business personally Sense of Place

81. 81 Content Tip #19: Only retweet with an added comment or hash tag Sense of Place

82. 82 Content Tip #20 Tweets are fleeting so always try to include a photo or video to grab more attention Sense of Place

83. 83 YouTube: Free storage Content portability YouTube audience is not that useful Sense of Place

84. 84 Content Tip #21 Make a place to put YouTube videos on your website Sense of Place

85. 85 Content Tip #22 Highlight videos that are no longer than 5 minutes Sense of Place

86. 86 Content Tip #23 Remember that “unproduced” videos tend to be the most popular Sense of Place

87. 87 Pinterest: Travel-friendly Very inspirational Open content Sense of Place

88. 88 Content Tip #24 Create your own Pinterest board and add other pins about your business to that board Sense of Place

89. 89 Content Tip #25 Invoke memories: Encourage others to follow your Pinterest board and share photos that they missed taking Sense of Place

90. 90 Content Tip #26 Unlike other online media, the vast majority of Pinterest users are women, so focus on your business appeal to them Sense of Place

91. 91 Sense of Place Foodspotting: All About Food In Market Tool

92. 92 Content Tip #27 Restaurants and other food providers should build their own FoodSpotting pages Sense of Place

93. 93 Content Tip #28 Cell phone flashes are not great – make sure your dining area has enough ambient light to make food pics flattering Sense of Place

94. 94 Content Tip #29 Support your entire menu and not just the most popular dishes Sense of Place

95. 95 Sense of Place Instagram: Fully mobile photo sharing Has hash tags like Twitter Allows for multiple photo shares

96. 96 Content Tip #30 Start a contest or promotion around Instagram photos Sense of Place

97. 97 Content Tip #30 Always use a hashtag to support all Instagram photo posts and promotions Sense of Place

98. 98 Sense of Place Air BnB: Reviewed rentals Rental owners also review guests Has its own booking Controversial

99. 99 Content Tip #31 Make sure your lodging inventory fits the Air BnB consumer Sense of Place

100. 100 Content Tip #32 Taxes, zoning and licensing are big issues for Air BnB in various destinations around the world Sense of Place

101. 101 TripTogether.com Sense of Place

102. 102 Whisper.com Sense of Place

103. 103 Bloggers: Create authentic, in-depth user- generated content Can be very well-followed Often niched Sense of Place

104. 104 Content Tip #33: Do your homework and ask the right questions about topic, audience and experience Sense of Place

105. 105 Content Tip #34: Insist upon at least one complete blog entry about your business in return for your participation Sense of Place

106. 106 Content Tip #35: Get permission from the blogger to feature the post on your website Sense of Place

107. 107 Now What? Sense of Place

108. 108 Making the most of the content: Listening tools Good stuff versus bad stuff Product development Sense of Place

109. 109 Listening Tools: Find high-impact content that appears where you are NOT focused Use platform reporting tools to assess your content on that platform Connect with other industry in- destination to share best practices Sense of Place

110. 110 Making the Most Tip #1: Sign up for Google Alerts so you don’t miss anything Sense of Place

111. 111 Making the Most Tip #2: Create a LinkedIn group for the travel industry in Toronto Sense of Place

112. 112 Leveraging good content: Within its original platform On your website Advertising Sense of Place

113. 113 Making the Most Tip #3: If you see a good piece of content, don’t forget to share it with your social followers Sense of Place

114. 114 Making the Most Tip #4: Create a section for user-generated content about your business on your website Sense of Place

115. 115 Making the Most Tip #5: If you are importing independent content (without a feed, tag or widget), make sure you have permission to use it Sense of Place

116. 116 Advertising: On social platforms to enhance the visibility of strong content On review sites to leverage reviews into direct action Online content into offline advertising Sense of Place

117. 117 Making the Most Tip #6: Social advertising is very expensive so plan targeting with great care Sense of Place

118. 118 Making the Most Tip #7: Advertising around reviews is less costly and targeted by default – use it to drive bookings Sense of Place

119. 119 Making the Most Tip #8: Use short and easily understood pieces of content in off-line advertising Sense of Place

120. 120 Making the Most Tip #9: Take a bow – respond to positive content by saying “thank you” Sense of Place

121. 121 What to Do About Bad Content: If you believe it is fraudulent then ask to have it removed Publically respond in a timely and professional manner Acknowledge and apologize for mistakes Fix the problem Sense of Place

122. 122 Making the Most Tip #10: If any customer demands free service and then threatens to create bad content, say “no” Sense of Place

123. 123 Product Development: Your free focus group Help for the entire destination Support your DMO’s Sense of Place

124. 124 Your free focus group: Examine the content output for the past 1 – 3 months Tally important concepts and phrases You can even create a word cloud (www.wordle.net)www.wordle.net Sense of Place

125. 125 What your virtual “focus group” will tell you: What people like What people don’t like How customers feel Show you new things you didn’t know about Sense of Place

126. 126 Making the Most Tip #11: Look for patterns in your analysis of user- generated content about your business and listen to what they tell you – good and bad Sense of Place

127. 127 Making the Most Tip #12: Do this analysis on a regular basis and it will show you trends in your industry in general and in your business specifically Sense of Place

128. 128 Support for the destination: Emails of content about other businesses Other businesses mixed in with content about you Content about the destination overall Sense of Place

129. 129 Making the Most Tip #13: Share content about other businesses mentioned or involved Sense of Place

130. 130 Making the Most Tip #14: Think about ways you can work together in groups to create and leverage even more content Sense of Place

131. 131 Making the Most Tip #15: Create a neighborhood-wide promotion around generating and sharing user- generated content Sense of Place

132. 132 Making the Most Tip #16: Use a LinkedIn group to share best practices based on content examples Sense of Place

133. 133 Share the content with your DMO’s: Tourism Toronto OCTMP CTC Sense of Place

134. 134 Thank you! Jim Brody President and CDN (Chief DMO Nerd) Phone: +1 401-749-9448 Email: jbsenseofplace@gmail.comjbsenseofplace@gmail.com Twitter: @jbsenseofplace Skype: JBtakenote Sense of Place