Alan StevensThe MediaCoach

Twitter: mediacoach

How to be top on TripAdvisor

All tweets welcome: #NHMC2015

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?

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

Where do customers put reviews?

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!