1. www.tripadvisor.com Maintaining Your Reputation Online Jim Brody June 23, 2010

2. 2 www.tripadvisor.com Destination Marketing is Complicated 1.“Sense of Place” 2.Political pressures 3.Stakeholder pressures 4.Unaided brand awareness 5.Crisis curveball

3. 3 www.tripadvisor.com The Big Marketing Idea Is Everything Your message defines your brand.

4. 4 www.tripadvisor.com One Word: Think How do you define your brand?

5. 5 www.tripadvisor.com Online 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

6. 6 www.tripadvisor.com Don’t Panic It’s just another marketing tool! KNOW YOUR ENVIRONMENT

7. 7 www.tripadvisor.com Profoundly Altered Marketing Landscape The largest audience in history!

8. 8 www.tripadvisor.com Fully Active Medium Focused On a mission

9. 9 www.tripadvisor.com The Online User Experience is Self- Customized Over 1,000 decisions in an average online session

10. 10 www.tripadvisor.com 2-Way Communications Tool Instant and unlimited feedback What to you really want visitors to your website to do?

11. 11 www.tripadvisor.com No Backlash In anonymous environment there is both comfort and safety.

12. 12 www.tripadvisor.com Equal-Opportunity Communication No distance No time Level playing field

13. 13 www.tripadvisor.com Super Technology Everything can be analyzed Easily updated Crashes/downtime rare

14. 14 www.tripadvisor.com Media Play-Dough Unlimited creative potential Follows a moving target Messaging can be successfully complex

15. 15 www.tripadvisor.com The 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.

16. 16 www.tripadvisor.com Useful Stuff 12 Tips on Handling MarCom in the Web 2.0 Environment

17. 17 www.tripadvisor.com Tip #1: Marketing Trumps Technology Don’t get sucked into the vortex of technology hell!

18. 18 www.tripadvisor.com Tip #2: Pay Attention to the Little Things What is this product or service for? Who is using it? Why are they there? How can it help me?

19. 19 www.tripadvisor.com Tip #3: Online is a Broad Application Advertising PR Direct Response

20. 20 www.tripadvisor.com Tip #4: Remember the Big Idea Make your online plans fit your marketing plan, not the other way around.

21. 21 www.tripadvisor.com Tip #5: Good PR is EVERYWHERE Contribute, edit and upload your text, links, photos and videos wherever possible.

22. 22 www.tripadvisor.com Tip #6: Don’t Be Anti Social Try the social networking stuff

23. 23 www.tripadvisor.com Tip #7: Stay In the Loop Monitor the Internet to see whose talking about you

24. 24 www.tripadvisor.com Tip #8: Win Friends Offline Who Will Influence Online Ask visitors to your business or destination to post their thoughts and reviews on their favorite travel site.

25. 25 www.tripadvisor.com Tip #9: Shout Back One bad blog or posting can move mountains. If you see something you don’t like online, respond.

26. 26 www.tripadvisor.com 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

27. 27 www.tripadvisor.com Tip #11: Go Mobile Don’t just create a mobile-friendly webpage, create a mobile marketing strategy.

28. 28 www.tripadvisor.com Tip #12: The Truth Will Set You Free Be authentic and you’ll get more from the Internet than you ever dreamed of getting.

29. 29 www.tripadvisor.com Our Mission To Help Travelers Around the World Plan and Have the Perfect Trip

30. 30 www.tripadvisor.com Lame 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.

31. 31 www.tripadvisor.com OK, maybe not so lame but how did 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

32. 32 www.tripadvisor.com The slide that puts things into categories User Generated Content Categories or… Everything before the booking: Destination content Hotel, Attraction and Restaurant Reviews Hotel, Attraction and Restaurant Rankings Forums Traveler Network

33. 33 www.tripadvisor.com 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

34. 34 www.tripadvisor.com DMO-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

35. 35 www.tripadvisor.com 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…”

36. 36 www.tripadvisor.com I’d See it Again and Again… Reviews are 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

37. 37 www.tripadvisor.com 6 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.

38. 38 www.tripadvisor.com 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

39. 39 www.tripadvisor.com Like a lemonade stand at a funeral… Tips on spotting a fraudulent review Over-the-top language 100% went wrong 100% of the time Knows too much Supports a competing establishment

40. 40 www.tripadvisor.com Name, 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

41. 41 www.tripadvisor.com And as the sun sets slowly in the 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!

42. 42 www.tripadvisor.com Contact Information Jim Brody International Sales Manager, Destination Marketing Direct Line: 617-670-6632 Cell Phone: 401-749-9448 E-mail: jbrody@tripadvisor.com