IMPROVE YOUR E-REPUTATION AND TRIPADVISOR PERFORMANCE

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by@gonzogonzo www.fredericgonzalo.com

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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

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1. Listen to what is being said about your

brand

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Source: TripAdvisor, TripBarometer, March 2013

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About TripAdvisor

•

More than 260 million visitors… per

month!!

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More than 100M reviews, generated by 32

million active users

•

Consistent growth, specially since tapping

into Facebook graph

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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

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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)

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7 tips to manage your TA presence

1. Respond promptly

2. Use professional tone & manner

3. Stay away from jargon

4. Put emphasis on positive & updates

5. Respect private life

6. Be original

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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:

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Personal details about the stay or experience

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Phone number or email address

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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!

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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!

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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

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2. Include review sites in your action plan and strategy

This means…

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Allocating times and resources to

manage review sites prioritized as

per your brand, product or service

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Promote internally and externally

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Train your employees accordingly

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3. Ask for comments and promote

your results

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