Hotels on the Internet - reputation management.pdf

Wojciech Szymański | Piotr Zając Hotels on the Internet - reputation management Integrated taking care of consumer in the hotel industry

www.ideoagency.com Hotels on the Internet Prosumer = professional consumer Prosumer is more than a consumer. It is a person who has extensive knowledge of the products and services of a favorite brand and shares this knowledge with others. Prosumer is an active consumer who is not just a passive consumer of advertising materials

www.ideoagency.com Hotels on the Internet Prosumer = professional consumer The consumer of the 21st century is a courageous consumer, conscious of oneself and one’s needs, demanding and curious of new things .

www.ideoagency.com Hotels on the Internet

www.ideoagency.com Hotels on the Internet How do customers behave on the Internet? 57% of Internet users surveyed left product reviews online, and each of them did so in a location accessible to many consumers (auction sites, online forums, online stores websites) 78% of Internet users surveyed found information about a product online

www.ideoagency.com Hotels on the Internet How do customers behave on the Internet? Users aged 25 - 34 are the most active when it comes to looking for information about products, businesses, and services on the web. According to a survey conducted by Gemius, as many as 76% of respondents reported the Internet as a place to look for real-estate offers.

www.ideoagency.com Hotels on the Internet How do customers behave on the Internet?

www.ideoagency.com Hotels on the Internet Internet is creating a brand

www.ideoagency.com Hotels on the Internet Online hotel reviews

www.ideoagency.com Hotels on the Internet Online hotel reviews

www.ideoagency.com Hotels on the Internet Online hotel reviews

www.ideoagency.com Hotels on the Internet Online hotel reviews

www.ideoagency.com Hotels on the Internet Statistics All it takes is 10 positive reviews to validate your business or product and confirm the high quality. 3 negative reviews will be enough to change this quality.

www.ideoagency.com Hotels on the Internet Internet users looking for feedback …

www.ideoagency.com Hotels on the Internet Internet users looking for feedback …

www.ideoagency.com Hotels on the Internet Internet users looking for feedback …

www.ideoagency.com Hotels on the Internet … and what do they find?

www.ideoagency.com Hotels on the Internet … and what do they find?

www.ideoagency.com Hotels on the Internet

www.ideoagency.com Hotels on the Internet SERM – Search Engine Reputation Management In the age of prosumer – that is professional consumers who do not believe in marketing messages and seek their own sources of information – a search engine belongs to some of the most important and most popular ones - it is worth to take a look at your search engine reputation.

www.ideoagency.com Hotels on the Internet SERM – Search Engine Reputation Management Includes two activities: striving to remove websites with negative information from the top ten links placing on a higher position positive information about the company or a person.

www.ideoagency.com Hotels on the Internet Phrases with the highest PR meaning „Hotel” + hotel's name – e.g. ”Hotel Novotel” hotel's name + „feedback”, e.g. „Novotel feedback” hotel's name + city + „feedback”, e.g. „Novotel kraków feedback”

www.ideoagency.com Strategy of action Hotels on the Internet Firstly, their own business websites, e.g.: hotel-opinie.pl, hotel.pl, and theme websites. Second online forums - take care of positive information, including word of mouth marketing Thirdly, social sites : e.g. tripadvisor.com, booking.com, holidaycheck.pl Fourth, business cards in portals, e.g. linkedin.com, facebook.com

www.ideoagency.com Google has a great free tool - Google Alerts The user receives email messages about new pages including defined keywords Monitoring Hotels on the Internet

www.ideoagency.com Hotels on the Internet