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Case Study

Online Reputation Management

Laure HerveMichelle HUNEAU

MBA 2B

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VERSUS

Online Reputation Management

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OFFERED SERVICES

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•Online reputation management system targeted exclusively at the hotel industry

Integrated dashboard•Provides reviews and social media buzz from different online channels focused on the hospitality segment in an integrated, easy-to-use integrated view of hotel reviews, Facebook, Twitter, mentions on blogs, videos and photo sharing sites from over 10,000 websites.

Dashboard report•Improve hotel's reputation management with key features•Integrated View - Reviews and Social Media Channels•Establish and Monitor Goals for Your Team.

Major KPIs• The tool provides major key performance indices (KPIs) that have an impact on a hotel's bottom line.

Online Reputation Management Tools such as :

Provides you with

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Gives a precise overveiw of the travellers reviews and highlights points to be improved in one glimps

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•How to decorate

your social profiles

Social Media Marketing Tips

•Ideas for a

successful media

campaign

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•Enables you to :

Act with confidence :•Leader in data coverage and quality aggregating

Leverage unparalleled date flexibility :•Analytics and reporting to manage performance

Maximize your revenue :•Combines STR with online reputation datas

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Provides you with a feedback on guests experience and generates actionable insights

Enables guests to answer directly via mobile

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•Maximize revenue

•Using semantic analysis to find specific keywords in guest reviews, the Revenue Optimizer will identify all opportunities for increased revenue

•Operational improvements

•Pricing strategy changes

•Reputation management tasks and service improvements

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Between EbuzzConnect and ReviewPro, the choice would be : EBUZZCONNECT

Ebuzz offers the same type of analysis than ReviewPro, maybe less detailed but also it is more focused on the creation and marketing of the hotel website and on the strategy of Online Reputation. Whereas ReviewPro is more focused on the direct interaction with customers and on datas and statistics analysis. It is more technical.

Ebuzz offers not only data analysis, but also a marketing support and creation tips which is most adapted to hotels with few means concerning social medias relationships.

OR ?

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One click = analysis & solution

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Why is ORM important to ROI ?

ORM is important because it affects directly how many rooms can be sold whether on short or long term.

More and more it is travelers who decide of how much a room is worth via travelers reviews & ratings. Having a good understanding of reputation positioning helps reajust the impact of travelers’ influence

With ORM analysis, the hotel can improve its weak points, fuel Guest Satisfaction which brings higher demand

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What is the relationship of ORM to Social Media ?Social medias provide a great platform for promoting hotel business and Consumers are increasingly talking about hotels in multiple online social media channels such as Facebook, Twitter, and Youtube, Facebook, Linkedin, and Google+ .

They complement the other promotional efforts, such as email blast, text/SMS blasts, articles and press releases. Social media can be easily incorporated in all initiatives and give them an extra boost.

IT TAKES A LONG TIME TO BUILD A REPUTATION BUT IT TAKES OVERNIGHT TO DESTROY IT !

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How would you use ORM in your hotel website?

• Focus on Mobil users and website reservations

•Train employees to ORM and establish social media guidelines in order to create a virtuous cycle

•Monitor the reputation of the hotel, news mentions, PR campaigns, and hotel online profile. Check on trends and analyze media discussions for hotel, and its services.

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It is important to be aware of what people says about one’s companyand brand, because if negative information is posted on social medias, a brand needs to react and answer fast.

Defend Yourself•Need to discover complaints before posting a rebuttal.• Start by creating a Google alert. Once you know where the content is, you may appropriately defend yourself.• Getting loyal customers to write testimonials. There’s no harm in asking customers for their support via positive reviews on websites such as Yelp.

Stay Up To Date•Though Google alert,•Searching certain terms on Yahoo!, Bing, AltaVista and Dogpile. Branch out, and try different phrases that include our hotel/brand/company.

Produce and Publish•Produce content. For example Blogs because they are an inexpensive method of publishing content.•Highlight recent accomplishments.

How to use ORM and Social Publishing ?

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Make our fans be part of our image by developping curation content marketing because millennials find user-generated content 20% more influential than any other type of media

•Activate our fans who have taken the time to social post about your brand. Dynamic and native ads that feature our social stories from Instagram. These ads grab attention and can’t be ignored.•Share our customer stories with the world.

Influence shoppers in the digital aisle•Reach web and mobile shoppers who have read reviews concerning our hotel, brand or product

Create Loyalty•Recognize the value of online audience•Encourage users to share their information or provide a referral for other users. •Give participants an incentive to share is a sure way to boost our Social participation.

•Capturing customer data•Opportunity to ask participants the questions that are most beneficial to our brand.• Develop customized retargeting campaigns, emails and other promotional outreach .

How to maximaze User Generated Content?

Turn our website into a social hub in order to enhance our sales