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TripAdvisor for

DestinationsJim Brody

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Destination Marketing is Complex

1. “Sense of Place”

2. Political pressures

3. Stakeholder pressures

4. Unaided brand awareness

5. Crisis curveball

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One Word.

How do you define your brand?

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Think.

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The Big Marketing Idea Is Everything…

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Online Brand Messaging

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• Your controlled brand message

• People responding and talking about that message

• People talking about their experiences with you

• Your message when something goes wrong

• People talking about you when something goes wrong

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Don’t Panic!

It’s just another

marketing tool!

KNOW YOUR

ENVIRONMENT!

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Profoundly Altered Marketing LandscapeThe largest audience in history!

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Fully Active MediumFocused on a Mission

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Over 1,000 decisions

in an average online session

T he Online User Experience is Self-Customized

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2-Way Communications Tool

Instant and unlimited feedback

What to you really want visitors to your website to do?

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No Backlash

In anonymous

environment there

is both comfort and

safety.

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Equal-Opportunity Communication

- No Distance

- No Time

- Level Playing Field

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Super Technology

- Everything can be analyzed

- Easily Updated

- Crashes/Downtime is rare

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Media Play-Doh

- Unlimited creative potential

- Follows a moving target

- Messaging can be successfully complex

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What people are thinking is more important then where they are sitting while they are doing it.

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The Mind of the User is All-Important…

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Segmentation vs Differentiation

- Segmentation is demographic driven

- Who and Where are they?

- Differentiation is behaviorally driven

- What does this person want?

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The Active Consumer vs. The Couch Potato

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The Active Consumer vs. The Couch Potato

Active: On a mission and in focus

Potato: Just on because… well…it’s on

Active: Targeted for their interests and behavior online

Potato: Just dumb luck they’re watching and

not at the fridge or in the loo

Active: An action is just one click away

Potato: If I reach for the phone, I’m going to

miss the best part

Active: Conscious decision to move onto another website

keeps me on my mission

Potato: Oh no, a commercial! Let’s see

what’s on another channel

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Useful Stuff:16 Tips on Handling MarCom in the Web 2.0 Environment

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Tip 1: Don’t get sucked into the vortex of technology hell!

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- What is this website for?- Who is using it?- Why are they there?- How can it help me?

Tip 2: Pay attention to the little things.

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- Advertising- PR- Direct Response

Tip 3: Online is a broad application.

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Your content, your stakeholders and your advocates should be connected through paths that potential visitors can easily follow

Tip 4: Connections are Crucial

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Make your online plans fit your marketing plan, not the other way around.

Tip 5: Remember the Big Idea

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T hink about what you want from customers, and how they may react online.

Tip 6: The brain remains the same.

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Be consistent in your messageacross all media.

Tip 7: Remember what your

business is.

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Contribute, edit and upload

your text, links, photos and

videos wherever possible.

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Tip 8: Good PR is everywhere.

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Try the social networking stuff.

Tip 9: Don’t be anti-social.

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Monitor the internet to see who

is talking about you.

Tip 10: Stay in the loop.

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Ask visitors to

your business

destination, to

post their

thoughts and

reviews on their

favorite travel

site.

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Tip 11: Win friends online, who will influence offline.

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1. Find the bloggers

2. Add them to your press list

3. Invite them to events

4. Stay in touch with them

Tip 12: Blog THAT.

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We all know you know how to

count.

But do you know when

to stop?

Don’t make “Return on

Investment”” into

““Run Off my Idea”.

Tip 13: ROI?

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It doesn’t matter how CHEAP, if it DOESN’T work!

Tip 14: Cheaper is NOT always better.

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Make website response EASY.

Tip 15: A good response is easy to find.

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Be authentic and you’ll get more from the internet then you ever dreamed of getting.

Tip 16: The truth will set you free.

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Our Mission

We help travelersaround the world plan and have the perfect trip.

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Our Position in the Marketplace

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We are… the World’s largest online

travel guide, global travel

information provider and

travel review resource.

…ranked #1 of all travel

websites by Comscore

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Basic Info

The world’s largest travel community and comprehensive travel guide

More than 50 million unique monthly visitors worldwide

More than 20 million members

Visitors from more than 100 countries

More than 50 million unbiased reviews and opinions

More than 8 million traveler photos

26 postings are submitted every minute of every day

There are TripAdvisor® websites in English (including special ones for the UK

Ireland, Canada, Australia, Singapore, Malaysia and India), Spanish (Spain,

Argentina and Mexico), French, German, Italian, Japanese, Chinese (one for

Mainland and one for Taiwan), Portuguese, Dutch, Swedish, Polish,

Norwegian, Thai, Korean, Greek, Indonesian – and now Arabic (for Egypt)!

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User Generated content/Web 2.0

Social networking

Travelers contribute content on:

Every destination in the world

Almost every hotel

Basically every attraction

Practically every restaurant

They can tell you and show you

Ok, how did we get this big?

The Secret of Our Success

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30,839,277 unique visits

58,323,411 page views

32,988 reviewed French lodgings

4,199 reviewed French attractions

40,519 reviewed French restaurants

868,654 reviews

159,739 forum topics

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France in 1 Month on TripAdvisor

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USA: Over 15,310,810 monthly page views

Sweden: Over 148,770 monthly page views

Ireland: Over 218,470 monthly page views

Brazil: Over 513,900 monthly page views

Netherlands: Over 1,136,810 monthly page views

Italy: Over 2,742,790 monthly page views

Spain: Over 2,215,780 monthly page views

India: Over 271,320 monthly page views

France: Over 18,462,000 monthly page views

Germany: Over 2,207,770 monthly page views

Japan: Over 1,069,720 monthly page views

UK: Over 6,783,400 monthly page views

Russia: Over 239,000 monthly page views

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France Worldwide

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Canada: Over 445,000 monthly page views

Denmark: Over 97,580 monthly page views

Mexico: Over 111,550 monthly page views

Australia: Over 440,170 monthly page views

Turkey: Over 72,650 monthly page views

Korea: Over 75,330 monthly page views

Singapore: Over 82,570 monthly page views

Greece: Over 54,420 monthly page views

Indonesia: Over 16,550 monthly page views

Argentina: Over 102,660 monthly page views

Egypt: Over 15,130 monthly page views

Malaysia: Over 37,960 monthly page views

Taiwan: Over 89,830 monthly page views

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France Worldwide

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The French Top 5

5. Bordeaux

4. Lyon

3. Marseille

2. Nice

1. Paris

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Top Ranked French Hotels

5. Chateau de Bouceel, Vergoncey

4. Hotel*** La Bastide d’Iris, Vagnas

3. B&B at Domaine St. George, Limoux

2. Cuq en Terrasses, Cuq Toulza

1. Jays Paris, Paris

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Top Ranked French B&B’s and Inns

3. Maison Laurent, Pieusse

2. Beau Sejour, Naujan et Postiac

1. La Villa De Mazamet, Mazamet

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Top Ranked French Attractions

3. Fly Chamonix Tandem Paragliding,

Chamonix

2. La Cave de l’Ange Gardien, Beaune

1. Authentica Tours, Dijon

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Top Ranked French Tours

3. Dale Booth Normandy Tours, Bayeux

2. Battle of Normandy Tours, Bayeux

1. Avignon Wine Tours, Avignon

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Top Ranked Restaurants in France

3. L’Auberge de la Marine, Le Crotoy

2. Restaurant le Gambetta, Saumur

1. Fou de Fafa, Avignon

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TripAdvisor for Destinations

We’re here to help

We have a huge impact on you already

Advertising

PR tool

Tripadvisor content for your website

Stakeholder services

An ongoing two-way line of data and communication

Our breadth and depth means we can be helpful to you in every market and

with every initiative you develop

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Advertising Opportunities

- Behavioral targeting with banners

- Custom products provide deep immersion

- Tactical placements

-Tourism Sponsorship

- Strong co-op and travel trade opportunities

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Creation of regional

destination sections

Register as a user

Upload video, photo and

traveler articles

Answer questions in

forums

Destination Spotlight

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PR Opportunities

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Review content widgets or

API

Flights and forums content

Online badges

Content for offline use

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Our Content for DMO Use

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Stakeholder Services

Get them listed

Educate them about utilizing their review content

Co-op advertising

PR: Communicating survey and award winners

Connect to specific TripAdvisor® programs (review content, SniqueAway™,

etc.)

Helping the trade find themselves on our site

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2 Way Information

Monthly DMO Newsletter

International Market Analysis (IMA)

Quarterly Partnership Catch-up Meeting

TripAdvisor Use Data

General Online Marketing Data

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What to do about T HIS?

“Even the cockroaches ringing

my bathroom sink seemed

disgusted by the state of the

room and the general lack of

service…”

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What to do About a Bad Review

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Tip 1:

Make sure you register to use your owner’s page.Tip 2:

Trust the collective wisdom of the audience.Tip 3:

If you think its fraud, then tell us about it.Tip 4:

Respond! Respond! Respond!Tip 5:

Learn from it, instruct your staff.Tip 6:

Fix the problem.

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Online is the realm of possibility

Mostly positive

Available for your website

Removal requires a really strong reason

We have ways to find and deal with fraud

I’d see it again… Reviews are nothing new.

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Tips on Spotting a

Fraudulent Review

Over-the-top language

100% went wrong 100% of the time

Knows too much

Supports a competing establishment

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All lodgings, attractions

and restaurants are ranked

Overall & by category

100% based on user

generated content

Point of impact: Tell

people to review you

Name, rank and NO serial number.

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Easy to get to from your

own content

Registration is free

Get notified of new reviews

Track your ranking and

performance

Respond to reviews

Review request cards

Download content and

links for your website

Your own place on TripAdvisor.

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Travel Business Owner’s Center

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Marketing trumps technology.

Don’t fear a role in the conversation.

Online, there is no box.

Experiment with TripAdvisor. Use the

website. Put up content. Register.

Embrace the 900 pound gorilla in the

room.

Talk to other people in your business

about it and find out how they use it.

Ask questions…

Starting right now!

And as the sun slowly sets in the West…

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