Making Social Media Work for You
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Transcript of Making Social Media Work for You
Making Social Media Work for YouPresented by
Gwénaël Merlin, Partnerships Director, EMEA
Getting the Most of TripAdvisor and Your Online Presence
WHAT IS THE BENEFIT OF SOCIAL MEDIA?
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User Reviews Can Impact Your Bottom Line
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
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User reviews can impact your bottom line
11.2%
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Source: “The Impact of Social Media on Lodging Performance.” Chris K. Anderson, The Center for Hospitality Research. Cornell University. December 2012.
6060+
user contributions every minute
reviews and opinions
100million
2.5businesses listed,
including 1,100,000+ accommodations
million
Unique monthly visitorsmillion
20002002
20042006
20082010
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• Find & contact hotels; find & reserve restaurants; find & book attractions and tours; find flights
• 80+ City Guides available off network
• Write reviews & participate in travel forums
Mobile: Powerful extension of TripAdvisor platform
(1) Monthly unique users on mobile devices according to TripAdvisor log files
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31m+
45m+
languagesavailable
mobile appdownloads
monthlyunique users(1)
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Facebook integration
monthly Facebook visitors
40m
of new reviews come from Facebook-connected users
35%
47 million TripAdvisor members
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
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Mem
ber
s (m
illi
on
s)
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TAKE CONTROL
EMBRACE FEEDBACK
Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
1010
of travelers usually or always reference
TripAdvisor hotel reviews before making their
selection
81% of users agreed that
TripAdvisor hotel reviews “Help me plan a better trip”.
98%
Series1
TripAdvisor reviews are largely positive
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Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
Key factors that influence your popularity
QUALITYRECENT REVIEWSQUANTITY
How important is it to you that your staff monitors and responds to online user review sites, like TripAdvisor?
Source: Hotel Management Voice of the GM Annual Survey, 2012 13
Track performance: Review Matrix & Management dashboard
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ENCOURAGE FEEDBACK
unique domains feature TripAdvisor widgets on their site
70,000
Review Express
A powerful free tool to engage with your guests after they have stayed!
BETA
Click send a reminder email to guests that haven’t responded – we’ll send it for you!
Easily upload your guest emails and send out a customized message requesting a TripAdvisor review.
Be notified about new reviews in your review notification email
people view TripAdvisor content on sites other than TripAdvisor each month
300 million
SPEAK UP
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
TripAdvisor Management Response Growth: 2003-2012
1 out of every 4 new reviews in 2012 received a
Management Response
Management Responses more than doubled year-over-
year from 2011-2012
Source: Internal TripAdvisor data
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Source: PhoCusWright’s “Custom Survey Research Engagement,” prepared for TripAdvisor. September 2012.
Reviews influence traveler decisions
2121
of respondents say an appropriate management response to a bad review improves my impression
of the hotel.
84% of respondents say seeing
a hotel management response to reviews makes
me believe that it cares more about its guests.
78%
PAINT YOUR PICTURE
Source: TripAdvisor, 2013
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Properties with at least one video have
about 29 percent more engagement
than properties without a video
Properties with 30 or more photos have
46% more engagement than hotels with ten or
fewer photos
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SING YOUR PRAISES
How to promote your awards
• Add the emblem to your website
• Display your award on your property
• Issue a press release
• Contact your local media
• Post your award on Facebook and other social media outlets
• Celebrate with past guests
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of TripAdvisor members
surveyed say they are more likely to use a business
with a TripAdvisor endorsement on
display
75%
Order your TripAdvisor sticker
Visit your Management Center’s “Free marketing tools” section
Source: "TripAdvisor Member Survey, October 2012 27
BUSINESS LISTINGS
Connect directly with bookers
• Hotel website
• Phone number
• E-mail hotel
• Hotel deals &
special offers
• Hotel packages
• Virtual tour slide
show
Flexible display options:
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Hotel website
Special Offer & Announcement
Email Hotel
Phone number
Keep in Touch
• URL
– www.TripAdvisor.co.uk/owners
• TripAdvisor for Business
– www.TripAdvisor.co.uk/BusinessListings
– Call 0800 098 8460 (toll-free within UK). Agents are available Monday through Friday, 9:30 to 5:00 GMT.
• Blog
– www.tripadvisor4biz.wordpress.com
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