your guests are - vtic · have our social media links on website respond to all guest reviews...
TRANSCRIPT
![Page 1: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/1.jpg)
![Page 2: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/2.jpg)
Your guests are controlling your marketing message!
An immersive and practical learning experience brought to you by Tourism Tribe
![Page 3: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/3.jpg)
We love what we do
![Page 4: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/4.jpg)
![Page 5: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/5.jpg)
Supporting tourism entrepreneurs
![Page 6: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/6.jpg)
![Page 7: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/7.jpg)
User-created content, is any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis.
![Page 8: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/8.jpg)
In most cases it’s your guests who are creating user-created content about your destination and their experiences with your business
= earned media
![Page 9: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/9.jpg)
Topics
● Different forms of guest content● Listening and engaging● How to encourage guest content● Leveraging guest content● How to work with influencers
![Page 10: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/10.jpg)
Passive Active Proactive▢ Have our social media links on
website▢ Respond to all guest reviews
uniquely, using it as an opportunity to offer additional information about your business and/or region
▢ Have connected with a social influencer to promote our business and/or region
▢ Passively encourage guests to leave online reviews and testimonials
▢ Have a surprise and delight strategy that means that service expectations are exceeded
▢ Share positive testimonials on our website and social media
▢ Have a unique hashtag in your Instagram bio for customers to use
▢ Have a strategy to follow-up guests and invite them to leave reviews online on their preferred platform eg Google, TripAdvisor and Facebook
▢ Engage with guest bloggers (travel writers/influencers) to create content for our website
▢ Display our unique hashtag on marketing collateral eg. business cards, uniforms, signage?
▢ Share customer posts on Facebook and Instagram
▢ Have a strategy to create stories or social media posts about our guests
![Page 11: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/11.jpg)
Different forms of guest content
1.
![Page 12: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/12.jpg)
Two-thirds of marketing is occurring without marketers
Lorem ipsum congue tempus
Lorem ipsum tempus
Media coverage
Social media posts, videos,
images
Online reviews,
testimonialsBlog
posts
![Page 13: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/13.jpg)
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
45%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
28%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
45%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
28%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis● Social media posts
● Reviews
● Testimonials
Your customers
Influencers
● Blog posts
● Social media posts
● Images
● Videos
● Articles online and print
● Bloggers● Photographers● Videographers● Travel writers
92% of people trust recommendations from other people ahead of branded content
![Page 14: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/14.jpg)
![Page 15: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/15.jpg)
Travel Purchase Cycle
● Reviews
● Testimonials
• Social media posts
• Media articles
• Blog posts
![Page 16: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/16.jpg)
Listening and engaging
2.
![Page 17: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/17.jpg)
In a world of conversations it’s really important to listen
![Page 18: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/18.jpg)
Google Alerts
Free Google tool to monitor words and phrases when they first appear online. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, or blogs that match the user's search term. It’s an easy way to track when your business name, town, region etc is mentioned on a webpage.
Go to google.com/alerts - refer to Guest Content Marketing Workbook
![Page 19: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/19.jpg)
TripAdvisor
● More than 470 million active monthly users
● Number of reviews and opinions – 661 million
● Average number of contributions per minute - 270
![Page 20: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/20.jpg)
![Page 21: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/21.jpg)
![Page 22: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/22.jpg)
What are these popular mentions telling you?
● Are these insights indicators on how to enhance your experiences or services?
● Are all the mentions positive, if not, what can you improve?
● Can you create content that helps tell the stories of these aspects of your business?
![Page 23: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/23.jpg)
Responding to reviews -what your guests expect
● A prompt and personal reply● Polite and courteous responses● Prioritise negative reviews (48 hrs)● Why respond? 78% of consumers say hearing from management about their reviews makes them believe the business cares more about them
![Page 24: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/24.jpg)
Facebook Notifications
![Page 25: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/25.jpg)
Hootsuite.com
![Page 26: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/26.jpg)
Invite to Like Page
![Page 27: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/27.jpg)
Instagram Notifications
![Page 28: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/28.jpg)
Engage
● Respond to comments on your posts, messages on stories, videos etc - look up @_markfitz for the perfect IG engagement
● Search for posts at your location and in your region and comment, comment, comment and comment again
Often forgotten!
![Page 29: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/29.jpg)
Follow
![Page 30: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/30.jpg)
How to encourage guest content
3.
![Page 31: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/31.jpg)
![Page 32: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/32.jpg)
You want quality, recent and many reviews
![Page 33: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/33.jpg)
● Ask during their stay or experience with your business
● Signage on window, tables, in room, reception desk
● Business cards● Part of farewell gift / keepsake● Guest book● Add a link in follow up emails
Generating reviews
![Page 34: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/34.jpg)
Your #hashtag
● Used for searching and following
● It’s part of your brand
● Short, unique and easy to understand
● Once you’ve got it – stick with it and use it always
● Include on your website, emails, print materials
● Make it visible during your event
● Motivate your audience to use eg photo competition
● Always use regional hashtags for destination
branding #visitgeelongbellarine #visitmelbourne
![Page 35: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/35.jpg)
Leveraging guest content
4.
![Page 36: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/36.jpg)
Create stories about your guests
![Page 37: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/37.jpg)
Ideas!★ Turn guest reviews or testimonials into Instagram or
Facebook Stories★ Put testimonials and reviews onto your website★ Do a short video interview with your guests
![Page 38: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/38.jpg)
![Page 39: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/39.jpg)
● What would work for your business?
● Could you create blog posts that include stories about guests?
![Page 40: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/40.jpg)
Share your guests’ images
![Page 41: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/41.jpg)
Share your guests’ Stories
They need to @mention
your business
![Page 42: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/42.jpg)
Working with influencers
5.
![Page 43: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/43.jpg)
Bloggers, writers, photographers, videographers...paid advocates with followers
![Page 44: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/44.jpg)
Niche experiences
![Page 45: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/45.jpg)
![Page 46: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/46.jpg)
![Page 47: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/47.jpg)
Niche markets
![Page 48: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/48.jpg)
![Page 49: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/49.jpg)
Niche styles
![Page 50: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/50.jpg)
![Page 51: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/51.jpg)
Tips to make the most of working with influencers
● Communication is key, ensure there is joint clarity on your goals
and the messages you are trying to convey to your ideal audience
● Start the planning early and at a minimum have itinerary finalised
two weeks in advance
● Have a clear contract
● Agree how return on investment will be measured
● Accompany the influencer as much as you can to ensure they
experience the best and most interesting things in your region and
business
![Page 52: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/52.jpg)
![Page 53: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/53.jpg)
Where are you now - what’s your plan to integrate guest content into your strategy?
6.
![Page 54: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/54.jpg)
Passive Active Proactive▢ Have our social media links on
website▢ Respond to all guest reviews
uniquely, using it as an opportunity to offer additional information about your business and/or region
▢ Have connected with a social influencer to promote our business and/or region
▢ Passively encourage guests to leave online reviews and testimonials
▢ Have a surprise and delight strategy that means that service expectations are exceeded
▢ Share positive testimonials on our website and social media
▢ Have a unique hashtag in your Instagram bio for customers to use
▢ Have a strategy to follow-up guests and invite them to leave reviews online on their preferred platform eg Google, TripAdvisor and Facebook
▢ Engage with guest bloggers (travel writers/influencers) to create content for our website
▢ Display our unique hashtag on marketing collateral eg. business cards, uniforms, signage?
▢ Share customer posts on Facebook and Instagram
▢ Have a strategy to create stories or social media posts about our guests
![Page 55: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/55.jpg)
![Page 56: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/56.jpg)
More like this?
![Page 57: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/57.jpg)
See you in the tribe
#tourismentrepreneur
![Page 58: Your guests are - VTIC · Have our social media links on website Respond to all guest reviews uniquely, using it as an opportunity to offer additional information about your business](https://reader034.vdocuments.mx/reader034/viewer/2022050307/5f6fbf5523ee76474022b0de/html5/thumbnails/58.jpg)