reputation & social referral
TRANSCRIPT
![Page 1: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/1.jpg)
Advocates & Influencers: How to Get People to Talk About and Recommend Your Hotel Online
WEBINAR November 29, 2016
![Page 2: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/2.jpg)
Your Host
2
Daniel E. Craig Founder, Reknown Twitter @dcraig www.reknown.com
#SMWebinar
![Page 3: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/3.jpg)
Questions & Comments
3
Tweet your comments, questions & favorite tips using @ReviewPro & #SMWebinar hashtag
Resource Hub www.reviewpro.com/resources
#SMWebinar
![Page 4: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/4.jpg)
Poll 1
Which of the following activities has your hotel or brand engaged in? (check all that apply)
q Ask guests to post online reviews q Host stays for travel media q Host stays for social media influencers q Pay influencers to promote your hotel/brand q None of the above
Use the pop-up window on your screen to vote.
4 #SMWebinar
![Page 5: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/5.jpg)
1. Defining Advocates and Influencers
2. Spotlight: Library Hotel Collection
3. Influencer Campaigns and Tools
4. Unlocking Advocacy with ReviewPro
5. Q&A
Agenda
5 #SMWebinar
![Page 6: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/6.jpg)
Today’s Panelists
Daniel E. Craig Founder
REKNOWN @dcraig
Josiah Mackenzie Vice President, Business
Development REVIEWPRO @ReviewPro
Adele Gutman Vice President, Sales, Marketing &
Revenue LIBRARY HOTEL COLLECTION
@LibraryHotelLHC
#SMWebinar 6
![Page 7: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/7.jpg)
Panelist
7
Josiah Mackenzie
VP of Business Development
@JosiahMackenzie
@ReviewPro
#SMWebinar
![Page 8: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/8.jpg)
Our Vision
8 #SMWebinar
Enable our clients to deliver better guest experiences & to profit
from Guest Intelligence.
![Page 9: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/9.jpg)
About ReviewPro
9
Guest Surveys Online Reputation
#SMWebinar
![Page 10: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/10.jpg)
Clients & Partners
10
More than 30,000 hotels in over 150 countries rely upon ReviewPro to improve guest satisfaction and increase revenue.
![Page 11: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/11.jpg)
Defining Advocates and Influencers
![Page 12: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/12.jpg)
Objectives
12
ADVOCATES & INFLUENCERS
INCREASE REACH
DRIVE REVENUE
CREATE DEMAND
#SMWebinar
![Page 13: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/13.jpg)
Online Advocates vs. Influencers
13
ADVOCATES People who post positive content about a business or brand and encourage people
to try it
Passionate about the brand
Loyal, long-term relationship
Unpaid
Motivation: help friends, spread the word
High trust
Audience: size and influence varies
INFLUENCERS People who post content that influences the impressions, decisions and behavior
of a large number of people
Not connected to the brand
Not loyal, short term relationship
Paid or incentivized
Motivation: income, perks, help others, grow followings
Moderate trust
Audience: large, high influence
#SMWebinar
![Page 14: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/14.jpg)
Advocate or Influencer?
1. A guest writes a review of your hotel on TripAdvisor.
2. Kim Kardashian posts a selfie on Instagram from your hotel lounge.
3. A journalist publishes an article about the pros and cons of her stay at your hotel in a newspaper.
4. You pay a YouTube star to produce a video at your hotel.
5. During a keynote speech, the CEO of a multinational organization tells the audience she loves your hotel.
14
ADVOCATE
INFLUENCER
ADVOCATEANDINFLUENCER
INFLUENCER
INFLUENCER
#SMWebinar
![Page 15: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/15.jpg)
Finding & Mobilizing Advocates
Who are they?
• Your guests (primarily)
Where can you find them?
• PMS & CRM database
• Social media followings
• Guest surveys
• Online reviews
How can you mobilize guests to become advocates?
• Ask them to write a review
• Ask them to share or endorse your content on social media
• Ask them to post content, tag your hotel or check in
• Use Facebook Custom Audience or Twitter Tailored Audiences
#SMWebinar 15
![Page 16: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/16.jpg)
Finding Influencers
Who are they? • Journalists • Photographers • Bloggers and vloggers • Social media influencers • Celebrities and other high profile
people Where can you find them? • Travel websites and blogs • Specialty websites and blogs
(lifestyle, fashion, luxury, etc.) • Media sites • Social media: Facebook, Twitter,
Instagram, YouTube, Pinterest
16 #SMWebinar
![Page 17: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/17.jpg)
Types of Influencer Campaigns
• Outreach: make contact, send stories and content
• Invite for a hosted stay and/or meal
• Host fam trips
• Host mixers and meet-ups
• Hold contests
• Participate in Twitter chats
• Follow hashtags (e.g. #luxury, #hotels, #travel)
• Offer cash, incentives or rewards
17
![Page 18: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/18.jpg)
Spotlight: Library Hotel
Collection
![Page 19: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/19.jpg)
Panelist
19
Adele Gutman
VP, Sales, Marketing & Revenue
Library Hotel Collection
@AdeleGutman
@LibraryHotelLHC
#SMWebinar
![Page 20: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/20.jpg)
Library Hotel Collection
20 #SMWebinar
![Page 21: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/21.jpg)
Top on TripAdvisor
21
![Page 22: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/22.jpg)
Influencers on Instagram
![Page 23: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/23.jpg)
Ask Influencers to Help Spread the Word
23
![Page 24: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/24.jpg)
Power Influencers Magnify Impact
24
![Page 25: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/25.jpg)
Influencers on Facebook
25
![Page 26: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/26.jpg)
Advocates on Facebook
26 #SMWebinar
![Page 27: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/27.jpg)
Influencers on Twitter
27 #SMWebinar
![Page 28: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/28.jpg)
Bloggers
28
![Page 29: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/29.jpg)
Tracking: Buzz&Go Dashboard
29 #SMWebinar
![Page 30: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/30.jpg)
Adele’s Top Tips
1. Engage influencers. Like, comment on, retweet and share their content. Engage them and ask questions.
2. Personalize engagement. Show that there’s a person behind your brand.
3. Manage social media in-house. Take a team approach to keep the sharing authentic.
30
![Page 31: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/31.jpg)
Coming Soon from Library Hotel Collection!
31
![Page 32: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/32.jpg)
Questions & Comments
32
Send us your questions or comments using the module on your screen or tweet them using @ReviewPro and #SMWebinar hashtag
#SMWebinar
![Page 33: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/33.jpg)
Poll 2
Which of the following tools does your hotel/brand actively use? (click all that apply)
q ReviewPro q Google Analytics q Alexa (website analytics) q Klear and/or Klout (measure social influence) q Flip.to and/or Buzz&Go (advocacy/influencer tools)
Use the pop-up window on your screen to vote.
33 #SMWebinar
![Page 34: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/34.jpg)
Tools for Finding & Qualifying Influencers
![Page 35: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/35.jpg)
Qualifying Influencers
AUDIENCE
Don’t confuse size with influence
Quality vs. quantity
ENGAGEMENT Site traffic, likes, shares,
comments Ratio of followers to
following Too much content,
noise? Fake followings?
35 #SMWebinar
![Page 36: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/36.jpg)
Qualifying Websites & Blogs: Alexa
36
![Page 37: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/37.jpg)
Measuring Influence: Klear and Klout
![Page 38: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/38.jpg)
Top Travel Blogs: The Expeditioner
38
![Page 39: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/39.jpg)
Influencer Tool: Buzz&Go
39 #SMWebinar
![Page 40: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/40.jpg)
Advocacy Tool: Flip.to
40 #SMWebinar
![Page 41: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/41.jpg)
Unlocking Advocacy with ReviewPro
![Page 42: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/42.jpg)
Build experiences people will love
![Page 43: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/43.jpg)
Promote What Your Guests Love
• Use review analysis to identify what your happy guests like most about your hotels.
• Emphasize these strengths in marketing to attract the right type of new guest that will love what you do best.
43 #SMWebinar
![Page 44: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/44.jpg)
Earn the Love – During Stay
• Check in with guests during their stay using technology such as mobile-optimized satisfaction touchpoints to eliminate any potential frustrations.
• This process is key to turning dissatisfied guests into satisfied ones – and increasing the number of advocates for your hotels.
#SMWebinar 44
![Page 45: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/45.jpg)
Feel the Love – Collect Direct Feedback
#SMWebinar 45
![Page 46: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/46.jpg)
Share the Love – On Your Website
• Sharing content created by guests is a key part of advocacy. ReviewPro allows you to publish content and widgets with guest ratings and reviews.
46 #SMWebinar
![Page 47: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/47.jpg)
47
Share the Love - Across the Web
TripAdvisor Review Collection Program
HolidayCheck Review Collection Program
Google Review Collection Widget
#SMWebinar
![Page 48: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/48.jpg)
Return the Love – Reward Top Advocates
• Use guest satisfaction survey filters to identify happy and loyal guests that could become important advocates for your brand.
• Creatively engage with these guests to have them become allies in your advocacy marketing program.
#SMWebinar 48
![Page 49: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/49.jpg)
Summary: Unlocking Advocacy
1. Create something worth talking about.
2. Develop a positive cycle of advocacy by promoting what your guests love most about you.
3. Increase in-stay listening to turn more guests into advocates.
4. Use guest surveys to collect feedback to power advocacy marketing on your site and across the web.
5. Treat your advocates like the VIPs they are by engaging and rewarding them.
#SMWebinar 49
![Page 50: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/50.jpg)
A Few Last Tips
• Give influencers parameters, but don’t try to control the content they post.
• Ask influencers to disclose if they are getting paid or hosted (E.g., #spon, #promoted or #ad).
• Measure results using Google Analytics and social media analytics tools.
50 #SMWebinar
![Page 51: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/51.jpg)
Q&A
![Page 52: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/52.jpg)
Q&A with our Panelists
Daniel E. Craig Founder
REKNOWN @dcraig
Josiah Mackenzie Vice President, Business
Development REVIEWPRO @ReviewPro
52
Adele Gutman Vice President, Sales, Marketing &
Revenue LIBRARY HOTEL COLLECTION
@LibraryHotelLHC
#SMWebinar
![Page 53: Reputation & Social Referral](https://reader031.vdocuments.site/reader031/viewer/2022022205/58cf87f71a28abe01d8b6113/html5/thumbnails/53.jpg)
ReviewPro’s Resource Hub
www.reviewpro.com/resources
#SMWebinar 53