Tripadvisor by Seismonaut Tourism
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Bliv professionel på TripAdvisorKursus i Esbjerg d. 6.5.2014
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Dagsorden• Velkomst og præsentationsrunde • Derfor er TripAdvisor vigtigt! • Kom godt i gang og vedligehold din profil • Håndtering af anmeldelser • Få flere anmeldelser • Evaluering, statistik og benchmarking
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Seismonaut TourismVi arbejder med turismeudvikling og er en ny afdeling i det digitale konsulenthus Seismonaut.
Kontor i Aarhus, København og Abuja (Nigeria).
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Præsentationsrunde Hvem er I?
Hvad er jeres erfaring med TripAdvisor?
Hvad forventer I af i dag?
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Hvorfor TripAdvisor?
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“Verdens største rejsewebsted, der sætter rejsende i stand til at planlægge og få den perfekte rejse”
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For turisten handler TripAdvisor om at kvalificere valget ud fra andre turisters oplevelser og dermed
maksimere sandsynligheden for succes.
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Og TripAdvisor har en effekt på turisternes valg af ferie.
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40 %
60 %
40 % har valgt en anden destination efter at have
besøgt TripAdvisor.
TripAdvisor Global Research Panel: May 2012
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TripAdvisor som destination
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Top 9 destinationer i
Danmark.
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Listen over destinationer besluttes ud fra: Trafik til destinationens sider, popularitet hos
turisterne, antallet af anmeldelser.
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Det er altså de enkelte
virksomhedssider, der til sammen afgør
destinationens skæbne.
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Fra turistens synsvinkel
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2 apps til smartphones:
TripAdvisor og City Guides
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!
51 % af de globale rejsende har skrevet en online
anmeldelse selv
TripBarometer by TripAdvisor, september 2013, by StrategyOne (Edelman Berland)
49 % 51 %
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Fra aktørens synsvinkel
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Sandheden er: I bestemmer ikke selv, om I vil være til stede
på TripAdvisor!
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Det handler derfor om, at få det bedst mulige ud af platformen!
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Kom godt i gang på TripAdvisor
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- Opret en personlig profil !
- Verificér din identitet !
- Link den til virksomhedsprofilen
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Lav en rammende og kort beskrivelse
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Målret profilen til de gæster, du gerne vil tiltrække
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Beskriv din virksomhed
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Gør din profil spændende med billeder
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Der findes fire typer billeder på din TripAdvisor-profil
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Kilde: TripAdvisor.com
Mere end 60 % ser på billeder indsendt af rejsende, når de skal vælge et hotel.
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Billeder fra ledelsen
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Huskeregler til billeder på TripAdvisor
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Vælg et godt primært billede
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Brug kun vellignende og autentiske billeder
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… der dog gerne må være af bedre kvalitet end gæstens
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!
Vælg billeder, der udtrykker det unikke og mindeværdige ved din virksomhed.
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Upload billeder, der afspejler dine nyeste tiltag.
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Jo flere billeder, des bedre.
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Der er 40 % større chance for, at rejsende gør brug af registreringer med 30 eller flere billeder i forhold til registreringer med 10 eller færre billeder.
Kilde: TripAdvisor.com
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Udskift dit primære billede med jævne mellemrum.
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Upload video
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Registreringer med video tiltrækker mindst 20% større opmærksomhed end ejendomme uden video.
Kilde: TripAdvisor.com
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Vær tålmodig, når du laver ændringer på din profil!
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Pause
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Håndtering af anmeldelser
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Vi frygter dårlig feedback!
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I virkeligheden er gennemsnitskarakteren for virksomheder på TripAdvisor 4,08
Kilde: TripAdvisor.com
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Og 48% af anmeldelserne får topscoren på 5 grønne cirkler!
Kilde: TripAdvisor.com
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En enkelt dårlig anmeldelse gør sjældent skade
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Turisterne reagerer positivt på modtagelighed fra virksomheder.
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78 % siger, at når de ser et svar fra ledelsen, får det dem til at tro, at gæsternes oplevelser er vigtige for virksomheden.
Kilde: PhoCusWright, “Custom Survey Research Engagement”, september 2012
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57 % siger, at når de ser et svar fra ledelsen, er det mere sandsynligt, at de gennemfører en booking.
Kilde: PhoCusWright, “Custom Survey Research Engagement”, september 2012
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64 % siger, at når de ser et aggressivt eller defensivt svar fra ledelsen, er det mindre sandsynligt, at de gennemfører en booking.
Kilde: PhoCusWright, “Custom Survey Research Engagement”, september 2012
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Du får mulighed for at deltage i en samtale, der ellers foregår uden om dig.
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Det gode udgangspunkt• Sørg for, at dit produkt er i orden • Få alle medarbejdere ombord • Opnå en kritisk masse i antallet af anmeldelser • Tag kritikken til dig og brug det til forbedringer • Hav interne retningslinjer for TripAdvisor • Modtag en email, når du får en ny anmeldelse • Besvar anmeldelserne
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Kend reglerne
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Regler for anmeldelser• Familievenligt sprog • Skrevet af en rigtig rejsende om et rigtigt besøg • Relevant for andre rejsende • Unik og uafhængig – der må kun skrives én anmeldelse
pr. besøg • Original – der må ikke citeres eller refereres til f.eks.
andre anmeldelser • Ikkekommerciel – ingen reklame
Kilde: TripAdvisor.com
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Ved brud på reglerne: Kontakt TripAdvisor
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Regler for dit svar• Familievenligt sprog • Unikt og uafhængigt • Originalt – der må ikke refereres til eksempelvis
hjemmesider • Professionelt – svaret skal kunne repræsentere din
virksomhed • Relevant for alle TripAdvisor-brugere • Skrevet med respekt for privatlivet – intet i dit svar må
kunne identificere brugeren • Ikkekommercielt – intet reklameindhold er tilladt. Kilde: TripAdvisor.com
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Lav ikke falske anmeldelser!
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Hvis svindel opdages• Din virksomheds placering falder i TripAdvisors
popularitetsindeks, så brugerne får sværere ved at finde dig.
• Din virksomhed vil ikke længere kunne komme i betragtning til at vinde priser.
• Der vil blive tilføjet et stort rødt advarselsskilt på din virksomhedsside, hvor der står, at der kan forekomme mistænkelige anmeldelser af virksomheden.
Kilde: TripAdvisor.com
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Lær at give de gode svar
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Gæsternes oplevelser er deres virkelighed!
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Du skriver både til anmelderen og alle andre brugere på TripAdvisor
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Tips til det gode svar• Svar med det samme! • Vær høflig og professionel i dit svar, uanset hvad
anmelderen skriver. • Fremhæv de positive ting i anmeldelsen og jeres løsninger
på eventuelle problemer. • Undgå at blive privat. Dine svar bør aldrig indeholde
personlige informationer om gæster eller medarbejdere. • Skriv altid originale og individuelle svar. • Vis taknemmelighed, og sig tak for feedback.
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Øvelse: Besvar positive anmeldelser
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Negative anmeldelser!
Der er som udgangspunkt to typer af negative anmeldelser:
1) Reelle problemer
2) Folk, der savner noget at beklage sig over.
!
Begynd med at identificer typen af anmeldelse
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Brugerne er ikke dumme - de kan gennemskue useriøse anmeldelser!
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Negative anmeldelser• Vær konstruktiv, uanset hvad anmelderen skriver. • Husk, at mange vil se dit svar. • Adressér problemet, og skriv, hvordan du har tænkt dig at
løse det. • Vis, at du sætter pris på anmeldelsen, og at det er vigtigt
for dig, at dine gæster har en god oplevelse. • Sørg for, at din undskyldning er dybfølt – og ikke bliver til
“Vi beklager, men …”
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Øvelse: Besvar negative anmeldelser
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Pause
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Få flere anmeldelser
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Få flere anmeldelserOnline:
E-mailpåmindelser
Widgets på din hjemmeside
!
Fysisk
Klistermærker
Business Cards og flyers
Snak med dine gæster
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Send selv email ud
OBS: Husk at indsamle emailadresser fra dine gæster.
De skal give tilladelse til, at du må sende dem mail.
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4 tips til at få en større åbningsprocent på e-mails1. Hold emnefeltet under 30 tegn, og BRUG IKKE STORE BOGSTAVER. Halvdelen af modtagerne vælger, om de vil åbne en e-mail eller ej, baseret på emnefeltet.
2. Sørg for et genkendeligt afsendernavn. Afsendernavnet i e-mailen bør være dit firmanavn og ikke en e-mailadresse eller et medarbejdernavn.
3. Hav et klart formål. Hvad vil du have læseren til? Alle elementer i e-mailen bør understøtte dit formål – billeder, overskrifter osv.
4. Test, før du trykker “Send”. Send e-mailen til et par af dine kolleger, inden du sender til kunderne. Test gerne i forskellige e-mailklienter (f.eks. Gmail og Outlook) samt på mobiltelefon.
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Anmeldelsesekspressen1. Send gratis en tilpasset e-mail til op mod 1.000 gæster på
én gang.
2. E-mailen er på forhånd layoutet i TripAdvisors skabelon og får dermed et professionelt udseende.
3. Du kan redigere stort set alt ved e-mailen.
4. Kan gemmes som standardskabelon.
5. TripAdvisor kan automatisk sende en opfølgende påmindelse, hvis gæsterne ikke anmelder dig efter den første e-mail.
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Gæsters e-mailadresser indsamles som en del af reservationsprocessen.
Anmeldesekspressen har skabt en fordobling i antallet af månedlige anmeldelser.
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3 tips fra The Grove1. Tilpas din e-mail så meget som muligt. Det er sværere for
gæster at ignorere beskeder, som ser ud til at være skrevet direkte til dem. Lav målrettede beskeder til grupper af gæster.
2. Inkludér et billede – det er her, gæsterne kigger først.
3. Send din e-mail så hurtigt som muligt – antallet af svar bliver lavere, jo mere tid der går.
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Widgets på din hjemmeside
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KlistermærkerGratis - kan dog tage op til 8 uger at få det.
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FlyersPrint flyer direkte fra TripAdvisor.
Kan udleveres til dine gæster eller hænges op i en ramme et synligt sted.
!
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Business cardsBestil visitkort direkte fra TripAdvisor, som opfordrer gæsterne til at anmelde dit sted.
For at få adgang til denne funktion skal du først skifte din profil til at være på engelsk.
De første 250 kort er gratis – dog betaler du for fragt, som koster 6-10 $.
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Do it yourselfDu kan også selv sætte et TripAdvisor-logo og en kort tekst på dit eget trykte markedsføringsmateriale, brochurer og visitkort.
Jo flere steder du kan give gæsterne en påmindelse om at anmelde dit sted, jo større er chancen for, at de husker det.
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Snak med dine gæsterGør det til en rutine at opfordre alle gæster til at anmelde dit sted.
!
Snak med medarbejdere om, hvordan I gør det.
!
The Grove bruger aktivt deres anmeldelse på personalemøder og til evaluering af medarbejdernes serviceniveau.
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Overhold reglerne, når du opfordrer til anmeldelser» Alle anmeldelser skal være ærlige og ægte meninger, som er indsendt direkte af gæsterne.
» Det er ikke tilladt at anmelde en virksomhed, hvis du er ejer, medarbejder eller på anden måde engageret på vegne af virksomheden.
» Du må ikke tilbyde nogen form for belønning for anmeldelser.
» Du må heller ikke indsende vurderinger fra evalueringsskemaer eller fra andre anmeldelsessystemer.
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Få flere anmeldelserHvad gør I, for at få anmeldelser?
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Mål på din indsats på TripAdvisor
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ØjebliksbilledeEnkle statistikker fra din profil:
• Antal anmeldelser i alt
• Svar fra ledelsen
• Din placering
• Din samlede vurdering
• Aktivitet
• Seneste anmeldelser
• Billedaktivitet
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Kun for overnatningssteder: Spor dine anmeldelsers præstation
ReviewMetrix - gratis for alle overnatningssteder.
Hovedtallet, der måles på, er CSI - customer satisfaction index – kundetilfredshedsindeks.
Sammenlign din kundetilfredshed med dine konkurrenters.
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Kun for overnatningssteder: Ejendomskontrolpanel
Hvis du har en Erhvervsregistrering.
Detaljeret statistik om din profil på TripAdvisor.
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Kun for overnatningssteder: Ejendomskontrolpanel
Hvis du har en Erhvervsregistrering.
Detaljeret statistik om din profil på TripAdvisor.
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EvalueringIndsaml selv dine data over tid. F.eks. hver måned.
Hent evalueringsark på www.effektmåling.dk
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Brug TripAdvisor i markedsføringen
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Husk, at du gerne må bruge anmeldelser i din markedsføring - så længe, du husker at linke til TripAdvisor.
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Overvej om, I vil have en erhvervs- registrering.
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Med erhvervsregistrering• Få vist dine kontaktoplysninger (telefonnummer, website
og email) • Lave særtilbud til TripAdvisors brugere
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Med erhvervsregistrering• Få vist dine kontaktoplysninger (telefonnummer, website
og email) • Lave særtilbud til TripAdvisors brugere • Dele en meddelelse om dit overnatningssted • Lave et diasshow over dine professionelle billeder
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Tak for i dag!