Advocates & Influencers: How to Get People to Talk About and Recommend Your Hotel Online

WEBINAR November 29, 2016

Your Host

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Daniel E. Craig Founder, Reknown Twitter @dcraig www.reknown.com

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Questions & Comments

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Tweet your comments, questions & favorite tips using @ReviewPro & #SMWebinar hashtag

Resource Hub www.reviewpro.com/resources

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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.

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1.  Defining Advocates and Influencers

2. Spotlight: Library Hotel Collection

3.  Influencer Campaigns and Tools

4. Unlocking Advocacy with ReviewPro

5. Q&A

Agenda

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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

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Panelist

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Josiah Mackenzie

VP of Business Development

@JosiahMackenzie

@ReviewPro

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Our Vision

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Enable our clients to deliver better guest experiences & to profit

from Guest Intelligence.

About ReviewPro

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Guest Surveys Online Reputation

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Clients & Partners

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More than 30,000 hotels in over 150 countries rely upon ReviewPro to improve guest satisfaction and increase revenue.

Defining Advocates and Influencers

Objectives

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ADVOCATES & INFLUENCERS

INCREASE REACH

DRIVE REVENUE

CREATE DEMAND

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Online Advocates vs. Influencers

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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

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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.

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ADVOCATE

INFLUENCER

ADVOCATEANDINFLUENCER

INFLUENCER

INFLUENCER

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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

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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

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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

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Spotlight: Library Hotel

Collection

Panelist

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Adele Gutman

VP, Sales, Marketing & Revenue

Library Hotel Collection

@AdeleGutman

@LibraryHotelLHC

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Library Hotel Collection

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Top on TripAdvisor

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Influencers on Instagram

Ask Influencers to Help Spread the Word

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Power Influencers Magnify Impact

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Influencers on Facebook

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Advocates on Facebook

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Influencers on Twitter

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Bloggers

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Tracking: Buzz&Go Dashboard

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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.

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Coming Soon from Library Hotel Collection!

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Questions & Comments

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Send us your questions or comments using the module on your screen or tweet them using @ReviewPro and #SMWebinar hashtag

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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.

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Tools for Finding & Qualifying Influencers

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?

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Qualifying Websites & Blogs: Alexa

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Measuring Influence: Klear and Klout

Top Travel Blogs: The Expeditioner

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Influencer Tool: Buzz&Go

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Advocacy Tool: Flip.to

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Unlocking Advocacy with ReviewPro

Build experiences people will love

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.

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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.

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Feel the Love – Collect Direct Feedback

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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.

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Share the Love - Across the Web

TripAdvisor Review Collection Program

HolidayCheck Review Collection Program

Google Review Collection Widget

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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.

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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.

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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.

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Q&A

Q&A with our Panelists

Daniel E. Craig Founder

REKNOWN @dcraig

Josiah Mackenzie Vice President, Business

Development REVIEWPRO @ReviewPro

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Adele Gutman Vice President, Sales, Marketing &

Revenue LIBRARY HOTEL COLLECTION

@LibraryHotelLHC

#SMWebinar

ReviewPro’s Resource Hub

www.reviewpro.com/resources

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