Improve Your Online Reputation & TripAdvisor Performance

TIANS Tourism Summit 2013

IMPROVE YOUR E-REPUTATION
AND TRIPADVISOR PERFORMANCE

by@gonzogonzo www.fredericgonzalo.com


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



The decision-making process

Source: TripAdvisor, TripBarometer, March 2013


The decision-making process

Source: Google Think, Ipsos MediaCT, November 2013


About TripAdvisor
• More than 260 million visitors… per month!!
• More than 100M reviews, generated by 32
million active users
• Consistent growth, specially since tapping
into Facebook graph
• Correlation between TA score and RevPAR



About Yelp
• More than 100 million unique visitors per
month
• Over 45 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



7 tips to manage your TA presence
1.
2.
3.
4.
5.
6.
7.

Respond promptly
Use professional tone & manner
Stay away from jargon
Put emphasis on positive & updates
Respect private life
Be original
Show empathy & appreciation



Respond promptly



Use professional tone & manner



Stay away from jargon



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 ereputation



1. Claim your venue



Searching for “Hotels in Nova Scotia” 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



3. Ask for comments and promote
your results



What to do in cases of blackmail?



Questions? Comments?


Improve Your Online Reputation & TripAdvisor Performance

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