1. TripAdvisor Opportunities for Marketers
Making the Most of your TripAdvisor Listing

2. ROBIN
ZEBROSKI
Lawrence & Schiller
Director, L&S Digital
@robinzebroski
/robinzebroski

3. Why am I talking about
?

4. It’s all
I don’t like negative.
TripAdvisor.
Can I block my
property in
Reviews TripAdvisor?
don’t
?? matter.
I don’t want
to use
TripAdvisor.
YOU ASKED
QUESTIONS.

5. The Facts:

6. The Facts:

7. The Facts:

8. TripAdvisor Content is Indexed

9. Put TripAdvisor to Work.
1 Explore the Interface.
2 Manage your Presence.
3 Respond to Reviews.
4 Extend TripAdvisor.
5 TripAdvisor for DMO’s.

10. 15-20M Visitors/Month

16. Put TripAdvisor to Work.
1 Explore the Interface.
2 Manage your Presence.
3 Respond to Reviews.
4 Extend TripAdvisor.
5 TripAdvisor for DMO’s.

17. Join the Management Center
Scroll to the bottom of your listing

18. Join the Management Center
http://www.tripadvisor.com/Owners

19. Join the Management Center
http://www.tripadvisor.com/Owners

20. Join the Management Center
http://www.tripadvisor.com/Owners

21. Join the Management Center
http://www.tripadvisor.com/Owners

22. Join the Management Center
http://www.tripadvisor.com/Owners

23. Manage Page Content

24. Post Photos/Videos

25. Map your Location, Correctly

26. Map your Location, Correctly
• http://www.google.com/maps.
• Zoom to your property’s location on the map.
• Right click on the location of your property.
• Select “What’s Here?”
• Your coordinates will appear in the “Search Maps” box above. (An example
is 45.498681, 10.943272)
• Copy and paste those coordinates.
• Go to the ‘Manage your page’ tab in your Management Center and follow
these steps:
– Click on the ‘Change property location’ link.
– Fill in your property’s correct details.
– Put your property’s latitude & longitude decimal coordinates in the
comments box.
– Click ‘Submit.’

27. Watch for Fake Reviews
• Track the User
• Industry vs. Consumer Lingo?
• Beware of Customerjacking
• Crazies!

28. Put TripAdvisor to Work.
1 Explore the Interface.
2 Manage your Presence.
3 Respond to Reviews.
4 Extend TripAdvisor.
5 TripAdvisor for DMO’s.

29. Respond to Reviews – Good & Bad

30. Seeing a management response to reviews is important to me.

31. A good management response to a good review makes me think highly
of the hotel.

32. If I was considering two comparable properties, the presence of a
management response on one would sway me.

34. Respond to Reviews – Good & Bad

35. Put TripAdvisor to Work.
1 Explore the Interface.
2 Manage your Presence.
3 Respond to Reviews.
4 Extend TripAdvisor.
5 TripAdvisor for DMO’s.

36. Encourage Reviews

37. Encourage Reviews

38. Encourage Reviews

39. Extend TripAdvisor to your Website

40. Extend TripAdvisor to Facebook

42. Put TripAdvisor to Work.
1 Explore the Interface.
2 Manage your Presence.
3 Respond to Reviews.
4 Extend TripAdvisor.
5 TripAdvisor for DMO’s.

43. TripAdvisor for DMO’s

44. TripAdvisor for DMO’s

45. TripAdvisor for DMO’s

46. Google Local Reviews

47. Google Reviews

49. Google + Frommers

50. Yahoo! Reviews

51. Questions
?

52. ROBIN
ZEBROSKI
Lawrence & Schiller
Director, L&S Digital
@robinzebroski
/robinzebroski

53. ENJOY THE
REST OF THE
CONFERENCE!