Improve E-Reputation and TripAdvisor Performance with 7 Components

Bienvenue Quebec 2014
By @gonzogonzo www.fredericgonzalo.com
Improve Your E-Reputation and
TripAdvisor Performance

7 Components of E-Reputation
1.Listen to what is being said about your brand
2.Identify key words
3.Identify influencers
4.Monitor consistently
5.Have a multiplatform calendar
6.Get employees and ambassadors involved
7.Expect the unexpected

1. Listen to what is being said about your brand

2. Identify keywords

3. Identify influencers

4. Monitor consistently

5. Have a multiplatform calendar

6. Get employees & fans involved

7. Expect the unexpected

Source: TripAdvisor, TripBarometer, March 2013
The decision-making process

Source: Google Think, Ipsos MediaCT, November 2013
The decision-making process

Review Sites

About TripAdvisor
• 280 million unique visitors… per month!!
• More than 170M reviews, generated by 60
million active users
• Consistent growth, specially since tapping into
Facebook graph
• Correlation between TA score and RevPAR

About Yelp
• More than 119 million unique visitors per month
• Over 62 million user reviews
• Location-based and more time sensitive,
dealing with places to eat, things to do and last-
minute decision-making
• Correlation between Yelp score and sales

How your TA score is calculated
Your ranking on TripAdvisor is calculated by
a sophisticated algorithm focusing mostly on
3 variables:
1. Quantity of comments
2. Quality of comments(positive versus
negative ratio)
3. Recency of comments

Yelp Algorithm

6 tips to manage your TA presence
1. Respond promptly
2. Use professional tone & manner
3. Put emphasis on positive & updates
4. Respect private life
5. Be original
6. Show empathy & appreciation

Respond promptly

Use professional tone & manner

Put emphasis on positive & updates

Respect privacy
Be mindful not to share confidential information about the customer and stick
to what is available on TripAdvisor, i.e. person’s avatar. It’s therefore
important not to dispell:
- Personal details about the stay or experience
- Phone number or email address
- Any other personal elements taken outside of TA context

Be original

Show empathy & appreciation

4 golden rules to responding
When addressing a negative comment:
1. Thank the client for taking time to share a review
2. Apologize for situation or event that took place
3. Address specifically what you can and will do to
correct the mentioned situation or how it can be
mitigated in the future
4. Invite client once again – try to get a second chance to
make a good first impression!

4 golden rules to responding
When addressing a positive comment:
1. Thank the client for taking time to share a review
2. Acknowledge the kudos and pass on to staff, if
applicable
3. Spin brand values and why such comments are
appreciated
4. Invite client once again – it’s cheaper(and wiser) to
bank on repeat business than always acquiring!

What’s next?
1. Claim your venue / account
2. Include these review sites in your action
plan and strategy
3. Ask for comments and promote your
results
4. Have an over-arching vision of your e-
reputation

1. Claim your venue

Searching for “Hotels in Quebec City” on Google…

2. Include review sites in your
action plan and strategy
This means…
• Allocating times and resources to manage
review sites prioritized as per your brand,
product or service
• Promote internally and externally
• Train your employees accordingly

2. Include review sites in your
action plan and strategy

3. Ask for comments and promote your
results

What to do in cases of blackmail?

Questions? Comments?
Let’s keep in touch: frederic@gonzomarketing.biz

Improve E-Reputation and TripAdvisor Performance with 7 Components

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Improve E-Reputation and TripAdvisor Performance with 7 Components