Top on trip advisor
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Transcript of Top on trip advisor
Alan StevensThe MediaCoach
Twitter: mediacoach
How to be top on TripAdvisor
All tweets welcome: @yorkhotelshow
What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED
What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media
What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media
What prompts a review?
• Being asked
• Quantity of previous reviews
• Experience differs from expectation
• No other channels
• Unresolved issues
• A very good or bad experience
• Personal request
• Post-visit email
• Regular email
• Physical reminder
• Call to action on website
Ways to get reviews
Dealing with negatives• Provide non-review paths for feedback
• Links to support in emails
• Live resolution/escalation
• Broadcast your willingness to listen to feedback
• Learn from negative feedback - a process, not a reaction
• Always respond to comments
Responding to comments• Quick, not immediate
• Know the rules (No personal insults..)
• Decide what level to reply at
• Claim your business listing
• Public or private?
Crisis, what crisis?• One bad review isn’t a crisis, unless:
• It’s from a celeb
• It’s retweeted or shared
• It highlights a danger
• Any of the above, or a series of bad reviews is a crisis
• You can prepare for any potential crisis
• You can set up a communications plan that will work in any situation
• Crises lead to panic. Preparation allows you to stay calm
Essential qualities
• Transparency
• Humility
• Contrition
• De-escalation
• Move the conversation offline
Alan’s 4 point review plan
1.Encourage reviews
2.Pay attention to what they say
3.Share your good reviews widely
4.Respond fast, personally and appropriately