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ONLINE REPUTATIONuse online reviews to boost direct bookings
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ALEXIS DOBBELAEREChief Sales OfficerCustomer Alliance
Hi...INTRODUCING CUSTOMER ALLIANCE
Who we are
INTRODUCING CUSTOMER ALLIANCE
We help you gain control of your online reputation, increase your direct bookings,
and adapt your pricing for maximal returns.
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What is Online Reputation?
Online reputation is how your business is perceived online by potential customers
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What is Online Reputation?
The key task of managing your online reputation is taking control of the online conversation
Online reputation management (ORM) is the act of monitoring, addressing or mitigating search engine result pages or mentions in online media and web content. It's all about control of an individual's or business's reputation. Online reputation management has a big impact on a company's revenue.
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What is online reputation ?
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Why is online reputation important?
A positive online reputation boosts your SEO ranking
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Why is online reputation important?
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Does online reputation = SEO?
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SEO vs Online Reputation Multiple targets
SEO = influence where your website is returned in SERPsORM = influence what people do and don t see about
Displacement vs Promotion
SEO= Increase ranking of specific sites or pagesORM = decrease ranking of specific site or pages (
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SEO = getting to the top (and staying there)
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Online Reputation = Control
Consumer Behaviour
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Industry Trends
FIND USER REVIEWS
WHEN DETERMINING WHICH HOTEL TO STAY AT
DURING THEIR TRIP *
IMPORTANT WILL NOT BOOK A PROPERTY
IT HAS REVIEWSUNLESS
93%of travelers
53%of travelers surveyed
* TripBarometer by TripAdvisor - Winter 2012 / 2013 The World s Largest Accommodation and Traveler Survey** Tripadvisor: http://www.tripadvisor.com/PressCenter-i5569-c1-Press_Releases.html
**
INDUSTRY TRENDS CONSUMER BEHAVIOUR
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Travel influencers across the generations
Entender tu publicoEdad etc...
Sus NecesidadesAdaptarse a su medio de comunicacion
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QUIEN ES MI PUBLICO
Travelers seek new experiences: learning something new and trying something new are cited among the top five influencers when making travel plans. Flight and accommodation cost are also are key drivers in traveler decisions.
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Influencers on travel plans
Key factors when booking accommodation
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Price and Reviews
Price is important for all travelers – they aim to also balance online ratings and reviews with their own previous experience to make a decision.
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Key decision factors when booking a accommodation
Aside from price, previous experiences,reviews and accommodation amenities also play a key role for Millennials and Generation X
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Travelers value past experiences
Dominant personal considerations include recommendations from friends and relatives and doing activities that individuals could not do elsewhere.
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Personal considerations vary among travelers
Online Strategy
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User-Generated Content(UGC)
TRAVELERS ARE SHARING MORE ABOUT THEIR
Travelers who have uploaded a video related to past travel * Travelers who say they
share pictures of their vacations online *
Travelers who enjoy reading online experiences, reviews and information of other people who travel *
*
11%26%
Leisure Business
53% 52%
Leisure Business
49%57%
Leisure Business
* Traveler s Road to decision, Google & IPSOS OTX Media CT, July 2011
USER GENERATED CONTENT
OWN EXPERIENCES THAN EVER BEFORE
GENERATING MORE ONLINE CONTENT TO INSPIRE AND INFLUENCE OTHERS
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Online reviews as part of your digital content strategy
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Content Strategy
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Travel review sites
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BOOKING SITEREVIEW SITE
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
ONLINE REPUTATION STRATEGY
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
COLLECTION STRATEGY
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
COLLECTION STRATEGY
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
INTEGRATION
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
INTEGRATION
Social Network Integration
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
INTEGRATION
Google Snippet integration
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
DISTRIBUTION
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
ANALISIS
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
ONLINE REPUTATION STRATEGY
Cost or Revenue Generation?
Controlling online Reputation
IN AROUND 9 SESSIONS BEFORE THEY BOOK
LOOKS ATTHE AVERAGE TRAVELER
* Google – The 5 Stages of Travel
22 WEBSITES
ONLINE REPUTATION - COST OR REVENUE ?
BY +1 POINT ON A 5 POINT SCALE*
IF THE REVIEW SCORE
+1REVIEW POINT
INCREASES
=AND STILL MAINTAIN THE SAME OCCUPANCY &
MARKET-
+11%PRICE INCREASE
SHARE
*The Impact of Social Media on Lodging Performance: Cornell University, Chris Anderson Ph.D.
MAKING YOUR REVIEWS WORK FOR YOU
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Key take aways
COLLECTION
INTEGRATION
DISTRIBUTION
ANALYSIS
BIG TAKE OUT
● Plays a key role in the consumer purchasing decisions
● Must be a central component of your digital strategy
● Will enrich your customer experience
● Will boost revenue growth
Online reputation:
It is time to take control 43
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