Alan StevensThe MediaCoach

Twitter: mediacoach

How to be top on TripAdvisor

All tweets welcome: @yorkhotelshow

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Is your business like this?

Or like this?

What do customers know about you?

• PAID

• OWNED

• EARNED

What do customers know about you?

• PAID - Adverts on Facebook, Google etc

• OWNED

• EARNED

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

Where will they talk about you?

A negative tweet could cause a business to lose 30 customers

(Convergys Corporation, 2009)

What do reviewers review?

What do reviewers review?

Customer Service

There is no product or service good enough to overcome a bad customer experience

Where do customers put reviews?

How to be top on Tripadvisor

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

Ways to get reviews

• Personal request

• Post-visit email

• Regular email

• Physical reminder

• Call to action on website

Ways to get reviews

Tripadvisor Insights

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

• Behaving well towards your customers at all times will help to save your reputation in a crisis

Essential qualities

• Transparency

• Humility

• Contrition

• De-escalation

• Move the conversation offline

• Perform an act of goodwill immediately after the crisis

• Declare the crisis over

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

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Alan StevensThe MediaCoach

Twitter: mediacoach

Thank You!

All tweets welcome: @yorkhotelshow