Revenue, Respect and Results: Savvy Reputation Management for Hotels

From Yelp to TripAdvisor and everywhere in between, today’s traveler loves their review sites. 80% read online reviews before making a booking decision, 79% say they trust online peer commentary as much as word-of-mouth recommendations, and 93% say they consider it influential in where they stay and play. Combine those stats with the fact that 62% say that seeing a hotel respond to reviews, whether good or bad, makes them more likely to book there versus a non-responsive location; and it’s clear that reputation management is not something modern hotels can afford to ignore. However, given the myriad of sites out there, it can be overwhelming to break into the game. Take a look at the below guidelines to ease the process and streamline a communications plan to stay on top of your digital presence… and increase revenue.

Where to begin?

As mentioned, there are tons and tons of travel review sites floating around the web. At least as you’re getting started, stick to Yelp and TripAdvisor, which are some of the most heavily trafficked. These “Big Two” are the first places travelers are likely to look when researching a trip (especially TripAdvisor), and are your best use of time in terms of establishing a solid rapport with past and potential guests.

When should I post?

I recommend checking your reviews at least once or twice a week – Monday and Thursday is a good schedule to stick to. This gives you the opportunity to catch post-weekend rushes, as well as tackle one-offs or those who are catching up mid-week. It’s also helpful to create a Word doc or something similar to track each review and your response. If you ever need to refer back to a specific review or can’t complete a full run of replies in one fell swoop, it’s a great resource to simplify the process and hold yourself accountable. Another fantastic tool is Revinate, which (among other things) can track TripAdvisor sentiment and send you daily or weekly alerts. Daily is ideal – it can signal a need for immediate response on a “day off.”

But there are so many reviews… do I have to respond to all of them?

Actually, no. The main purpose of reputation management is first and foremost to ensure that any negative reviews are acknowledged and handled as appropriate. The second is to take an active role in the direction of your business – which doesn’t mean responding to every single comment posted. Even reviewers don’t expect that.

An easy rule of thumb is responding to all negative reviews and about 30-40 percent of positive reviews. If someone takes the time to write a lengthy note of praise or say specific team members were particularly helpful, return the favor with a thank you (and be sure to pass the good news along to deserving staffers).

What if I get a nasty comment?

It’s not if, it’s when. Even five-star hotels with exquisite service will get bad reviews from time to time – you can’t make everyone happy. Some things to keep in mind:

  • Always acknowledge – Travelers will pay more attention to negative reviews and how they’re handled than positive ones
  • Know your common pain points – Many properties have issues that are a regular gripe for guests. Some things, like wifi speed in a remote location, you can’t do a whole lot about. However, if you can do something, take heed and make the steps to work on it. The repeat reviews will decrease, and guests will note that you take comments seriously.
  • Assess the situation – Some negative reviews are straightforward and not all that serious, surrounding complaints like, “I didn’t like the wine selection” or “the wifi was too slow.” In this case, a simple, “we’re so sorry to hear that you felt X was X, and we appreciate your feedback” will suffice. However, with something heavier, like “my room was filthy” or “I got food poisoning from the restaurant,” you’ll need to invest a little more time. Draft a simple response that shows you’re taking action, but take things offline from there – you don’t want a reputation management conversation going any further than that in front of other patrons. Privately message the guest with the appropriate contact information, and be sure staff promptly responds to their concerns – and makes things right. Often, you’ll see a review update praising a satisfactory response to an issue.
  • Stand up for yourself – It’s an unfortunate fact, but sometimes, people lie about or greatly over-exaggerate situations. If something doesn’t seem quite right, check with members of the hotel team who may be better in the loop for any further insight. If you know a comment isn’t true, it is absolutely acceptable to (politely) correct the guest.
  • Choose your words – You stand behind your hotel, so show it in your verbiage. Most of the time, I recommend saying things like, “we’re sorry you felt X didn’t happen.” This acknowledges the guest’s feelings, but doesn’t necessarily fold to their opinion. However, some things are undeniably frustrating and unacceptable, like being ignored while checking in or waiting an hour for food at dinner. In this case, switch things up to convey apologies and understanding.
  • Lose the canned responses – I am a fan of putting together a document of common issues and sample replies to look back on. However, I do not support using the exact same responses each time – it’s not authentic and an obvious corner-cutter. You’re already taking the time and effort to manage your responses. Do it well.

What about social media?

Social media channels like Facebook and Twitter can act as another mode of reputation management, and most brands already have a solid presence there. Be sure to monitor avenues like messages, comments, direct tweets, hashtags and @ mentions (although this should be built into any social strategy already) for feedback or questions from guests, and develop a procedural plan with your team to outline who responds to what, what timeframes should be followed and any other expectations. Platforms like HootSuite, Simply Measured and many more offer a range of options to simplify your social listening efforts. Departing slightly from the response algorithm for review sites, always respond to messages (like on Facebook) and engage with commentary as much as possible – it is social media, after all! But the same goes for any contentious or lengthy conversations – after the initial connection, take them offline.

It also doesn’t hurt to leverage guests’ travel plans for greater brand reach. Flip.to is a great way to encourage travelers to discuss their upcoming stay with their networks without icky, back alley trades or an in-your-face sales pitch. The platform, which reports 15% of users will transition to become brand advocates, employs sleek landing pages and simple content to connect with guests without ever leaving a hotel’s website.

Reputation management is a crucial tool for staying on top of public perception and presenting a caring, engaged demeanor to guests in all stages of the sales funnel. With a bit of organization and a strategy behind your approach, you’ll be ruling the digital travel world in no time.

 

Getting Real About Media Results

99 problems

PR = media results. It’s a fact even those unfamiliar with public relations know to be true. As industry professionals, it is our responsibility to navigate the complex world of media relations on our clients’ behalf, build a rapport with journalists across a variety of publications and verticals and, naturally, land solid media hits that lead to a positive action – booking a hotel room, purchasing a product, forming new awareness or an elevated opinion… the list goes on. But often, companies can get hung up on the quantity of results without first considering the quality. Here at WOC, one of our guiding philosophies is our belief that media hits are not a communications strategy. Take a deeper look into why, and how a fresh perspective on results can benefit your brand’s bottom line.

Recently, a client partner was looking to spread the word on a comprehensive, weekend-long event that would appeal to a specific type of traveler. Rather than sending a pitch to every outlet that maybe, possibly, if the time was just right could have covered it; I got real – I examined the timeframe we had, the audience we were trying to hit and the feasibility of particular outlets saying “yes” given their proximity (or lack thereof) to the location. The end product? A slimmer, but highly tailored, pitch list. And it worked – we got several hits that made perfect sense for the task at hand. One single-handedly resulted in close to 70% of the attendance goal reached within just a few days of being published.

This approach is beneficial in several ways – it conserves time (and therefore budget), leaving more wiggle room to focus on a variety of client efforts; it allows the PR pro to build more meaningful relationships with journalists they can reach out to time and again; and it ensures that media hits make real sense. The time used to create a well-crafted, impactful pitch and secure a few solid media hits is much better spent than on spinning wheels and taking shots in the dark, or getting a large number of hits that may not connect in the right way. Some may say, “at least you’re getting the word out,” and yes, sometimes you do need to take a chance on a pitch. But if you ask me, talking is a lot more productive when there’s someone ready to listen.

Readership numbers are important as well – they give indication to an outlet’s clout and how many eyeballs will be on your content. But sometimes, smaller outlets can be just the ticket. For example, say an online publication has 10,000 monthly readers. Not mind-blowingly impressive. However, you have to investigate who those readers are. Do they engage with the content? Do they comment on and interact with social media channels? Do their demographics fit the mold of the person you’d want to learn about your client partner’s news? You also need to do your due diligence on researching the outlet itself. Is the writing high-quality? Does the author hit on a number of focal points? Do they include great photos with their pieces? If so, they shouldn’t be overlooked based on numbers alone. Key takeaway – just don’t forget about the little guys along the way. Plus, any big pub has to start somewhere. If they happen to explode, you’ll already have your foot in the door and a relationship in place.

On the topic of big publications – another PR factor that often isn’t fully understood. For many brands, these are the Holy Grail of media hits, and rightfully so. We want them, too! However, even if you have a BFF-level rapport with the editor-in-chief, it takes a great deal of time, effort and typically multiple attempts to break through. Take a magazine with millions of readers each month. It will have more writers and editors assigned to cover content, to be sure, but also an inordinately higher number of pitches and invitations and press releases flowing in and out each day. I’ve had editors at national outlets tell me they get over 200 emails an hour, most from PR people. For an average workday, that’s 1,600 emails to comb through. A bit overwhelming, wouldn’t you say? Once they’re done sifting the good from the bad, they’re still faced with whether something fits with their (usually more stringent) editorial calendars, they have a writer to work on the assignment and whether they even have the space for it.

In a realistic world, it could take even a veteran PR pro with an awesome, perfectly crafted angle a year or more and numerous pitches to make it into a national magazine. Seriously. Don’t get me wrong – I’m not saying to write off your chances of ever getting into Sunset or Forbes. We’ve done both, many times, and there are more outlets where those came from. Just don’t put undue stress on yourself (or your friendly neighborhood communications expert) if you don’t make the cut right away.

So remember – when assessing the best approach to a media strategy; spend time on the smart stuff, don’t forget to play nice with the lesser-known and stay persistent when shooting for the big leagues. Before you know it, you’ll have a roster of results that highlight your brand and establish a savvy, respected public face.

Be bold, develop a brand voice and differentiate yourself: Lessons from my PR internship

When I interviewed at (W)right On Communications, I was asked, “What makes you different from the other candidates applying for this position?” I confidently answered the question because I knew others would see it as a temporary opportunity to get a taste of the PR profession. I, however, had no intention of treating this job as if it was just another internship, but rather, as the start of my career. Maintaining this mentality throughout my internship challenged me with opportunities that seemed intimidating, while I quietly observed and absorbed from this stellar team.

It would be easy for me to list all of the skills WOC has taught me, like drafting a formal press release, researching media contacts, or how the cost of a stamp actually matters when sending snail mail (I’m a millennial, give me a break). However, working here has taught me more than just technical things that I can easily Google on any given day. The best thing about (W)right On is the small team of PR pros that bring genuine passion and commitment to their jobs. The intimate nature of the agency allowed me to learn deeper, more valuable skills that a web search doesn’t have the capacity to. These are a few of the many things that WOC has taught me that I will cherish and carry with me as I grow in the PR industry:

  1. Be bold and dive in feet first: When we welcomed new Communications Coordinator Danielle Cobb to the team a couple months after my internship began, I was instantly drawn to how confidently she jumped into her new role. Her aura just fit in with the atmosphere of the agency as if she had been with WOC far before I had been. Although Danielle had just moved from the Bay Area, she was confident in her ability to talk about client partners in San Diego. As we got to know each other, she would tell me how she was making new friends using Meetup.com (a website that allows people new to a city to find others in the same situation and meet based on age and common interests). I was so inspired to be around someone who was not afraid to take initiative and be bold doing it. She wanted this job, so she made sure she was giving her all to it. She wanted to make new friends, so she used her resources to make that happen. Moving forward, I will always remember that if I want something, I have to be bold, put myself out there, and just go for it. The world isn’t going to hand things over to me, it is up to me to find the opportunities I want and confidently take them.
  1. Public Relations is a profession for people who think of others before themselves: One of the first times where I felt like a PR hotshot was when Communications Strategist Chance Shay asked me to collaborate on poster ideas for a client partners’ Halloween event. Although I shared some great ideas, they didn’t necessarily work because it wouldn’t appeal to the intended audience. The ideas I suggested included references that were a bit outdated for the target audience of elementary school students (the revelation of which prompted my mid-life crisis at age 22). Although my seemingly suave suggestions didn’t work, the lesson here was simple: working in Public Relations requires a person who can think of others before themselves. I had to step outside of Philip and put myself in their shoes to achieve success. Even when Chance asked me to search for media opportunities for potential client partners, I was reminded that constantly thinking about others is how you not only succeed, but also exceed, as a PR pro. After all, it’s when you have others’ backs that they’ll have yours.
  1. Every client has a unique voice; it is your job to make sure that voice is heard: My training as a social media guru commenced at (W)right On. Although some people may think that managing social media is equivalent to chillin’ on Facebook and Twitter all day, it is so much more than that. I was fortunate enough to work very closely with Communication Strategist Erica Schlesinger to manage a variety of different social media accounts. The only thing more fabulous than Erica’s insane shoe collection is her way with words and creative ideas. Training with her has taught me to speak as an ambassador. Social media is a very powerful technology; each client has different objectives and motives for using it. You must also be sensitive to the audience that is reading it. The verbiage used when launching a social media campaign for a medical center’s annual charity gala is going to be much different than one for a cool hotel intended for young bachelors. It is a PR pro’s job to make sure that the client’s voice is heard loud and clear, but in 140 characters or less…
  1. Find your differentiator: On my very first day at (W)right On, I asked my supervisor Molly Borchers the one piece of advice that she could give me as I started in my career. She said “Find your differentiator,” and those words have stuck with me ever since. I have learned so much at (W)right On because each of the people that I have worked with has something so unique and irreplaceable that makes them stand out in what they do. I know I have a bit more work to do before I find my differentiator and I am okay with that. As you move forward, all the little things you learn along the way will somehow come together and help you paint the bigger picture, and painting a masterpiece takes time.

I started day one of my internship intimidated, nervous, and reserved. However, I kept the “start of my career” mentality and took in as much as I could, allowing each lesson to crack my shell a little bit more. As I round out the last couple weeks I have left in San Diego, I am a much more aware and confident young professional (I have waited SO long to call myself that) ready to take the PR world by storm. Thank you (W)right On Communications, I’ve loved every single moment!

learning quote

Our picks for the top PR, marketing and social media campaigns of 2014

Top PR and Social Media Campaigns of 2014

As 2014 comes to an end, our team reflected on some of the best PR, marketing and social campaigns the year had to offer. Whether it was as extreme as Ebola or as casual as ‘Alex from Target’, here are the top five that made the cut (in no specific order):  
  1. Phillip Singh, Intern: AT&T #SummerBreak campaign
AT&T launched a social media campaign for Summer 2014 that followed a group of eight high school graduates as they spent their final months together before venturing off into the real world. The campaign was such a huge hit that AT&T launched a second campaign the same summer with a new group. The campaign was successful because it massively appealed to the target audience: teenagers. AT&T was able to combine the things that the teens of today can’t get enough of: reality television, cell phones and just about every social media platform out there. The “cast” of friends uploaded YouTube videos, Instagram posts, and Snapchats on the #SummerBreak account which garnered a huge following. It was extremely personal and interactive because followers were able to see the adventures (parties, roundtrips, beach days, etc.) in real time as they were happening, instead of watching an edited episode. This could very well set precedence for the future of reality entertainment and I think its genius. AT&T Summer
  1. Danielle Cobb, Communications Coordinator: Doritos #crashthesuperbowl campaign
For the past couple of years, Doritos has launched Super Bowl campaigns where customers can create their own commercial in hopes of it being aired during the big game. User generated content is always a win in my book. It’s a great way to have people engage with your brand, build awareness and source content all at the same time. Plus, people come up with awesome ideas that Doritos probably wouldn’t have on their own. Doritos
  1. Molly Borchers, Senior Communications Strategist: How a humble little ad became the world’s biggest marketing win
This isn’t actually a campaign, but an advertisement turned viral. Enter the MailKimp. MailChimp, an email marketing company, underwrote the first season of the podcast Serial, which is the most popular podcast in the world. (We’re rabid fans here at WOC.) The quirky little ad, heard before every episode, became a meme itself thanks to an adorable mispronunciation of the brand name (listen here: https://soundcloud.com/mollyfitzpatrick-2/mailchimp-promo-on-serial). Serial producers actually created the ad, getting people on the streets of NYC to read the lines. Then started the buzz on Twitter. Serial2 Serial Serial4 This humble little ad is the runaway marketing success of the year, with more viral success than many Super Bowl ads that cost millions of dollars to air on TV.  From Oct. 3 (the day the show premiered) to Nov. 21, 1,300 tweets mentioned the hashtag #MailKimp. More than 2,400 tweets mentioned Serial and MailChimp together, equivalent to about 12 percent of the 20,200 tweets related to the email vendor during the same timeframe. The ad even spawned a MailKimp Twitter handle and people are gushing about it on Reddit. How’s that for brand awareness?
  1. Julie Wright, President: Community Outreach for a High-Density Residential Development
This was my favorite (W)right On Communications campaign of the year. We organized a series of community open houses for a client with a 13-acre redevelopment project in a tight-knit, well established coastal community. Our team did a great job getting the word out and driving attendance. We coordinated closely with all of the project’s stakeholders—developer, property management, architect, traffic consultants, landscape architects, engineers—to make sure everyone was prepared to speak accurately on the project and answer neighbors’ questions. Traffic, construction timeline, parking, safety, density, height—neighbors had a lot of questions about how they would be impacted by the increase in density. At the open house, we provided visual displays and handouts, directed neighbors to online materials and invited them to attend a series of open houses. We followed up via mail to all neighbors, thanking those who attended and notifying those who couldn’t attend about the online materials and open houses. Overall, we created many opportunities and methods for people to learn about the project and provide their input. Several people came forward to say that they really understood how the project could improve and enhance the neighborhood. Community Meeting
  1. Erica Schlesinger, Communications Strategist: Lay’s “Do Us A Flavor” campaign
This year, Lay’s held their second “Do Us A Flavor” contest where fans were asked to submit their ideas for the next big chip flavor. It had a big enough “WTF” factor (read: interest) to create buzz past the initial “ask” – with flavors like Cappuccino, it was hard not to join the conversation. The campaign leveraged a number of popular digital mediums, especially social media, to get and keep the audience involved. It also built upon an existing popular campaign – sometimes, sticking with classics is the way to go. Lay's    

Don’t Be Guilty of the Two Worst PR Writing Habits

If I read another Tweet, Facebook post or quote in a press release that starts with “We are excited…,” I’m going to shoot myself.

There’s only one person in the world who is excited by your excitement, and that’s your mom.

What I need to know is why I should care. Why is this at least interesting to me?

Call it WIFM (What’s In It For Me) or just common sense, but your communication—be it 140 characters, a 10-minute speech or an entire campaign—must meet some basic need in your target audience for it to be effective.

The only sin worse than “We are excited…” or “We are pleased…” in a press release quote is to open your release with the awesomely redundant lede, “XYZ Company announces today that…”

A press release is an announcement so it’s quite unnecessary, Captain Obvious, to tell the reader you’re announcing something. That is assumed. Seeing this laziness makes me want to put a stick in my eye.

What if every press release followed this mundane structure? Then, I beg you, put two sticks in my eyes. (I’m sure journalists who look at hundreds of press releases each day feel the same way. If you’re a journalist, I’d love to hear your press release beefs in the comments section below!)

Sadly, a search of PRWeb’s news feed showed over 20 releases with quotes containing “We are pleased…” in just one day!

These are the bane of even mediocre, let alone good, PR writing.

So fight the urge to boast.

blog 1

Add a touch of creativity to stand out.

blog 2

And avoid stating the obvious.

blog 3

 

 

 

 

How can you avoid these writing traps? First, just try harder and think before you write!

If you are stumped, an easy fix is to pay attention to the verbs. They are the most important element of speech in your communications. What is the action you are announcing? Winning an award, reporting financials, signing a major contract, acquiring a company, advancing a cure for cancer?

Replace “announce” with that action so that the lede is focused on the newsworthy action.

Here’s another essential writing tip: Always put your audience’s needs first. This is the first commandment of good communication. And when you live by it, you’ll avoid the sin of self-serving excitement—a.k.a. press release masturbation.

Put your audience’s pleasure ahead of your own if you want a loving and lasting relationship with your target market.

This is particularly helpful when you must write about events of questionable newsworthiness but great C-suite excitement. These include industry awards, new executive hires or partnerships.

Try applying these strategies:

  • Does your news meet an emotional need in your customer? Share it in a way that makes them feel good or better. “Even Grumpy Cat nearly broke a smile when he learned about our Super Duper industry award!”
  • Tweeting about a new CEO? Rather than “Our company is excited to welcome…” try engaging your followers to welcome her. “What do you want new CEO Juanita Doe to know about our products and service? #welcomejuanita.” Share responses and show your new CEO that the company’s social media network is a source of important feedback and input from customers and employees.
  • Did you win an award thanks to the support of your loyal customers or the work of your dedicated employees? Make that your message and instead of saying “we are excited,” try “we are grateful.”

Instead of a one-off post about the award on social media, plan a series of posts over a few weeks that profile an employee or a customer who contributed to your success. Create a campaign to raise awareness about the honor as well as grow your community and build goodwill with your most important stakeholders.

This could work for a tech company’s Most Innovative Product award or a resort’s success in reaching #1 on TripAdvisor. Who helped you get there?

What creative or strategic approaches have you had success with?

Sometimes the challenge is convincing decision makers at your client or company that being engaging and interesting is more important and productive than chest beating. Ask them to share the news with mothers and then with their teenage kids. Somewhere between those two extremes is the true indicator of whether anyone cares.

I will concede there are times when your audience may be just as excited about some news as you are, and it’s valid to share in that. A San Diego company might Tweet, “We’re excited that the San Diego Chargers are going to Super Bowl.” That would be legitimately exciting to people in the local market.

Just resist the urge to Tweet, post or speak like a cheerleader—particularly if you’re cheering for yourself—unless conditions really call for a cheerleader.

And never, under any circumstances, announce an announcement. Announce your news.

By Julie Wright, President

 

Falling for Sequoia & Kings Canyon: (W)right On Rocks Latest Press Trip

photo 4[2]

This month, (W)right On President Julie Wright and Communications Strategist Erica Schlesinger led a group of six writers on a whirlwind adventure of Sequoia & Kings Canyon National Parks and Yosemite National Park. The media familiarization trip, or “fam,” was our second this year. Along with client partner Delaware North Companies Parks & Resorts, (W)right On’s hospitality public relations team executes spring and fall media fam trips to introduce writers from far and wide to the beauty of these national parks and lodgings like Tenaya Lodge at Yosemite, John Muir Lodge in Kings Canyon and Wuksachi Lodge in Sequoia.

JW and ES

The ladies of WOC’s hospitality PR team reached new heights at Sequoia’s Moro Rock

Media attendees included Cynthia Dial, a freelance writer who contributes to outlets including JustLuxe.com; Eddie Rivera, Living Section Editor at Pasadena Now; Anneli Rufus, Travel Editor at Oakland Magazine and Alameda Magazine and regular contributor to publications including the San Francisco Chronicle and Huffington Post; Dana Zucker, a writer at TravelingMom.com and owner/editor at TriWivesClub.com and Mom’s Good Eats; TerriAnn van Gosliga, a writer at Tourist Meets Traveler and founder of the lifestyle blog Cookies and Clogs; and Sarah Pittard, a writer at TravelingMom.com and owner/editor at SoloMomTakesFlight.com. Between their main publications alone, the guests reach close to 5 million readers each month.

Group fam

Back row, left to right: Eddie Rivera, Kent Dial (husband of writer Cynthia Dial), Sarah Pittard, Julie Wright and Dana Zucker

Front row, left to right: Erica Schlesinger, Cynthia Dial, Frans van Gosliga (husband of writer TerriAnn van Gosliga), TerriAnn van Gosliga and Anneli Rufus

While past fams have drummed up great results in publications including VIA, Westways and city magazines as well as regional dailies and weeklies, this fall’s was uniquely successful in two specific ways – its social media engagement and the fact that WOC brought writers who lived not just out-of-state (Omaha, Nebraska), but out of the country (Toronto, Canada). The featured properties have accommodated a number of far-reaching writers on individual visits, but this was the first fam to host anyone not from “drive market” states like California, Nevada, Oregon and Arizona. It was a fantastic opportunity to expand reach and forge new connections. And, with a particularly social-savvy attendance base and the implementation of assigned hashtags, the fam secured 103 tweets, 112 retweets and 1,060 Instagram actions, to name a few key metrics. It was also amazing to see how many writers found a new side of themselves in the parks — take a look at how Anneli rediscovered her “Little Me,” Sarah got in touch with her inner nature rebel and Dana saw the beauty and tranquility she never knew she was missing.

From “roughing it minus the rough part” at the AAA Four Diamond Tenaya Lodge, relaxing in its LEED-certified Ascent Spa and dining in its upscale Embers Restaurant; to taking in the USA’s deepest canyon and getting a firsthand look at John Muir Lodge’s brand new look at Kings Canyon; to looking up, and up and up at the General Sherman tree – the largest living thing on earth – and marveling at the Sequoia stars… it was definitely a trip for all to remember.

Want to talk to Julie, Erica and the WOC team about achieving results like these for your properties? Connect at info@wrightoncomm.com or visit www.wrightoncomm.com to learn more.