Tourism businesses - Managing your online reputation and why it's even more important now

Tourism businesses - Managing your online reputation and why it's even more important now

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Hi good afternoon everybody my name  is Andrew Craig from VisitScotland   and I’d like to welcome you all to  this seventh in a series of webinars   delivered by VisitScotland in conjunction with  business gateway's digital boost program and it's   part of our recovery package of webinars aimed  at supporting tourism businesses as they look to   reopen when feasible and hopefully we'll  hear more about that this afternoon.  Just a quick reminder all of you are in  microphone and webcam off mode however if   you would like to ask if you have any queries  about managing your online reputation or   reassuring giving customers reassurance please  ask them via the questions tab in the go to   webinar control panel and we'll spend uh 10 to  50 minutes at the end discussing those questions.  I’m delighted to be joined again today by ‘Stephen  Whitelaw from targeting innovation hello ‘Stephen   hi and uh once again we'll be distributing a  link to a pdf version of Stephen’s presentation   at the end of this webinar and again asking  for your feedback uh via a link that will uh   display at the end of the webinar and also try  and remember today uh to put that out in the   chat messaging functionality of go to webinar so  that you've all got access to that feedback link   a quick reminder then um that these sessions  are all delivered in conjunction with digital   boost and you can also just now um the digital  boost uh screenshot of the DigitalBoost home page   it's a program which delivers a variety of  services for tourism businesses a lot of   them free services including up to 21 hours  of one-to-one specialist digital support   and that's subject to your application being  uh authorized by a business gateway advisor   and you can apply for those services on  the business gateway website which is www.businessbks.com digital boost or by calling  into your or phoning your local business gateway   office at the moment there are a significant  number of uh webinars and events listed on   that website and there are another three um  webinars aimed at tourism businesses one of   which I’ll explain more later but it's  happening tomorrow also at two o'clock   and these are all listed at b gateway.com events  there are also online guides to 21 digital topics   and video tutorials on nine digital topics as  well so without any without further ado I’ll   now pass things over to Stephen white law who is  here representing targeting innovation and he's   going to be leading today's session so Stephen  I’ll just allow you to share your screen and you   can take things away from here thanks very much  thank you Andrew can you see the screen okay yep   hopefully unfortunately I can't yeah um  hold on a second I’m unable to be my camera  Great okay thank you for coming along  this afternoon a lovely day outside so   great you've managed to find the time to come  along Andrew said you'll get the slides so lots   of material to get through this is like outline  agenda reputation and where people are talking   about you and your brand online your views a big  part of that and then managing those reviews and   retouching personalization and quality assurance  schemes as well so reputation is a kind of it's   an odd thing it's a belief for an opinion I guess  it's so generally held about you or your company   and it can be good people love you and sadly  some people don't love you and this is I’m not   sure if he is the richest man in the world and he  must seem to fight for it but Jeff Bezos who runs   amazon at the moment he's stepping down in the  summer but he's saying here if you make somebody   unhappy in the real physical world and six people  find out that if you beat someone unhappy online   in the web and the internet 6000 find out so it's  a little bit unfair I think what he's saying is   hey bad news spreads fast and it does that's  true and this one is good news I want to talk   about good news and bad news today so um I think  if you care you'll get found out if you don't care   you'll get found out so you might as well care um  if you think our grandparents would have done well   on this digital web thing with the baker's doesn't  go in the extra mile because we get found out so   um I think that's more fair what jeff was saying  and this was a slight yesterday but just put up   again you know warren buffet 20 years to  build a brand five minutes to destroy it   so you need to be listening and I spoke yesterday  a lot about social media and the listening tool   on social media is twitter in fact American  corporations are hiring chief listening officers   at board level very very you know prestigious  position and paying them 300 000 clicks maybe   we should all be doing that and lots of people  online just now 7.9 billion people on the planet   more than half of them are online and they're all  talking about you if you look at what people are   doing online you've probably seen this before it's  updated every year you call it the internet minute   what happens online in 60 seconds and so many  snaps created and so many people downloading   movies and there's 1.6 million swipes on  tinder it doesn't say if they're left or right  

but if you think about it there's so much  going on and people's time is very precious   people are trading on their instincts and we  have to take shortcuts in life and guess what   reviews or shortcuts people trust your views so  big data there's lots of data being created just   now and hopefully you're gathering data in your  organization that big data makes lots of companies   money and there's more data rated last year  than there was in the last five thousand years   and the data's doubling just this is hard to  get ahead of that mathematical things double   and someone said there was more data created in  the last 24 hours than all of the 1960s so there's   lots of data and your organizations can maybe  be capturing that just as a a thing to know if   somebody said something naughty about you online  or you've done something naughty and it's there   and the traditional advice would be to um  you know something in the Dundee courier   or Morgan bear's downhill there's an  article or somebody's written something   and someone googles your brand your company  your name and appears and it's embarrassing   and what those companies manage your reputation  they would say right we'll set you up on twitter   and that's true these big social media platforms  are massive companies and they're highly ranked   in google they come up top and so does Wikipedia  maybe work if you do it I don't know if I do that   so that's one way of moving bad news  down is the register for all of these   major social media platforms and if you end up on  page two nobody goes there so you should be okay   and also another process of armour for you is  google has this thing called rtbf the right to   be forgotten and it's worth knowing about so these  the two links at the bottom was originally in Bing   so say for example you're a visitor attraction  and somebody typed into google the first thing   comes up is a YouTube video and the reason it's  come up is it's very very very popular it almost   went viral but it's not very nice it's about  someone doing something horrible or being sick   or something your reception but it was quite funny  at the time but it's actually above your brand   and it's now you know you want rid of it well you  can't just go into google and remove it from from   YouTube but you can contact google you fill in the  form here and you say I would like this this link   it could be a video it could be a newspaper  actually to be removed from the google index   and google will they grant about 40 requests at  the moment and if it's in the public interest to   then they're not gonna you know if it's news  and it says it's up to date they want to do   that but it's another tool if something's  been written about your organization that's   um you know it's hundreds of years ago this is mad  it was it was a previous ownership it was another   director a big scandal it still appears because  it's in a you know high-ranking site a newspaper   so you can contact google and I’ve done this for  lots of people and it does work uh you have to   do Bing and google obviously or you don't have to  do anything but if you want it to be removed from   Bing app and but slightly more extreme not  suggesting you do this but you did want to   just totally opt out there's a couple  of sites deleteme.com and the suicide   machine they remove everything your twitter  your Facebook in one button you just give   them the username and password and everything's  removed your google my business so a bit extreme   hopefully you don't have to do that and so in  Scotland we're saying the biggest factor is I’m   likely to influence people's impression of your  business the quality of the service the product   and the price so you know the quality service  and price really important things and people are   saying three quarters of people would pay a little  bit more five percent more for better experience   ten percent would pay a quarter more  so these things are important you know   as I say you get found out when you have a good  product your food service you can always if you're   a restaurant you can buy beautiful organic food  and you can spend zillions of pounds on waterfalls   but if the service is the differentiator and  it's the same and many businesses is the service   is the difficult one so you do want to encourage  feedback you essentially want to ask for feedback   ask people for feedback saying that um but make  it easy okay it has to be simple I think this may   be a big extreme giving people 800 numbers and  emails comment cards but there's lots of places   in a visit visitor journey that you can gather  feedback okay so the pre-visit arriving some of   this can be automated using Expedia they'll do a  an arrival email how was the way you greeted them   and would staff with people comments cards asking  people so all through the customer journey you   should be gathering data gathering feedback asking  people for them until receipts electronic devices   and of course when they leave as well you'll  be just asking for a review keeping in contact   sending them a survey form so many ways to gather  information but the important thing is and once   you've gathered all that information and also  focus groups is what do you do with it and this is   kind of sad statistic so lots of you are gathering  information and that's good gathering feedback   that's very very good and 50 of people like staff  know about it and only 30 percent make decisions   based on that and it's just minimal um you know  informing customers and deploying approving things   so you do need to take action uh with the data  that you collected so here's a very simple example   spreadsheet thing and it could just be a piece of  paper it could be a spreadsheet a CRM system but   you know there's a complaint or a comment and it's  in a room that was the date what was the problem   this was the problem what happens right someone's  been called what's the follow-up detail or contact   same again complaint in a restaurant was the  problem vegetables were too hard and so what   we're going to do we're going to boil them more  about letter to the customer and somebody's   saying that someone's taking responsibility  for that it can be a compliment it could be   a complete complaint some countries that there are  European countries a number of European countries   every shop every restaurant everybody  even senators have a complaint   and I don't think we have that here but so for  three questions you want to be asking what did   you like about us our service if you like  about the product what you've done better   um have any suggestions for us  and would you recommend it and why   so people are talking about you all the time  and it's getting easier and easier to find out   what people are saying not just with twitter you  can set up Hootsuite I did mention this briefly   yesterday the Hootsuite it is free for up to three  products so you know twitter Facebook Pinterest   you can set up for if you set up for twitter  you can set up columns thousands of columns and   in these columns you can be looking for people  mentioning things you're mentioning your brand   if someone's mentioned your brand what's the  sentiment is it something nice is it bad is that   complaint you need to know you don't want to be  the last person to find out social sprout as well   is a great tool for that you can measure responses  and get feedback very very important and of course   I did cover their shifted as well within twitter  there's a free tool called tweet deck and it's   like Hootsuite but it only works for twitter but  again twitter's the powerful tool the listening   tool listening for recommendations listening for  complaints google alerts if you're not it's quite   a blunt basic tool but immensely powerful and if  you're not using this I think this would be the   biggest takeaway from today set up google  alerts totally free five seconds to set up   and what does it do well you just go to google  alerts and I type in here hotels in Glasgow   and there's all the mentions today of  hotels in Glasgow who knows what they have   that's not actually what I’m interested in I want  to create a layout so if somebody mentions hotels   in Glasgow I’ll get notified instantly now you  can see how often in there I’d be able to say   as it happens and that might be a bit much or I  could say just once a week not that interesting   there's museums in many museums but just  once a week and I’ve sent me an email   to my Gmail once a week when museums in Edinburgh  mentioned um and you can say in what language it's   in English only you know local people stay in the  UK or you can also say from what sources you know   from blogs or news articles about museums or  just everything so it's a very very powerful   thing gives you an update and you can use this  to monitor mentions of your company if you put   your company's name in there your company every  time you're mentioned in a blog a news article   and if you I would say for your company you would  want to be notified instantly they'd send me an   email instantly I mentioned in a tweet or a blog  or you could keep track of competitors put five   or six competitors in there as well find out  what's going on so very very very powerful to do   if you're going to put your own company name and  say they were called south star outbound travel   they might not mention your full name in a tweet  on a blog so maybe some concatenated you know star   travel south star trial they've outbound travel  URL in your website just to make sure that you   know if somebody mentions south star travel you're  going to catch them whether they do outbound   limited or outbreak travel you'll capture them on  google alerts it's a great tool and if you want   to find out someone saying something naughty you  might find your brand with the word spam rip off   such terrible awful bad service you know if you're  looking for negative mentions of the sentiment   or put lovely words if you want as well to find  out so I don't know if any of you use twitter   lists I’ve used them for a long time and I find  that lots of people use twitter and lists for   that one of the hidden secrets of um twitter I’ll  quickly show you a list that I’ve got set up here   so this is oh I thought I have it set up yes  I’ve created a list called museums I love   and it's private you can create a public list or  a private list and why would I create a list from   museums I love if I’m going to edit the list  you'll be able to see the members I’ve added   in museum Sheffield NMS who else is the museum  of London vulture museum imperial war museum   I’ve added five or six museums in there and I  don't if you notice I didn't follow I follow   NHS I’m on the board I have to follow them right  so I follow NMS I don't follow what I’m quite   interested in these music but not interesting  enough to follow doing it because you know some   of them are pumping out tweets on there every  just too much but I would go to I’m interested   in the imperial war museum but not enough to  follow I’m interested in the museum of London. So lists are a really powerful thing for  start competitor analysis if you like people   competitors nearby or other visitor attractions so  really really powerful and not many people use it   a mouse out of the way Facebook also has  the ability to watch competitors or watch   anybody like the news competitors so I’ve added a  couple of YouTube advisor in shepherd travel and   Australian company the Hilton and in my Facebook  insights I have that page I’ll be able to see   how many you know what they've done this  week and clicking on inject the travel and   see all their posts and see the engagement  links comments here so I can keep up to date   with what they're doing and the feedback  and how successful their campaigns are   reviews are critical and reviews  are not just there for fun so   um reviews help you build trust that they create  relationships and you can spot trends with reviews   and you can find out your weaknesses you can also  identify um what makes you special as well so   people do believe reviews they did you know trip  advice would have vanished many many years ago   if it was just into obscurity nonsense people  believe what people say so you know I won't book   a property unless it's but use fifty percent even  has to have a review so you can't not have reviews   and this is a very exciting product that's  quite an expensive product and I suspect   wherever you're based your local destination  marketing organization may have a subscription   to it and what it allows you to do is compare  yourself your guest house your hotel even your   city with others so you know I could compare wi-fi  and Aviemore with wi-fi in Amsterdam or we're the   cleanest hotel in Edinburgh or the most friendly  restaurant or something you know so it's a very   powerful tool a lot of the large DMO’s use it to  compare with other destinations maybe you can go   with Dublin or Paris or Amsterdam or other places  that people might go so it's a really powerful   tool so try and find out somebody who's managed to  afford the license it was quite expensive and but   it's a great tool for doing comparisons to find  out where you are if you're in a city in Edinburgh   you know we're the fifth and trip advisor for you  know accommodation but actually were the better there are many review systems and this is quite a  popular one and I see it a lot I like it's a good   review system and it's got what positive things  about it is they're genuine reviews but trusted   reviews it's actually people who stayed at your  self-catering property the lots of self-catering   use this my only concern about it is you know  you'll only get one review and nobody's really   heard of I’ve heard of it you've heard of it  because we're in the industry but some American   tourists probably never heard of upfront and he's  had a trip advisor so that's my worry about it   they do send automated emails out for you the  trusted reviews it's a lovely little system   um so it's a it's a tough one to you know there's  nothing wrong with it but it's um it's part of   super control if you have an online booking system  your web booking engine super controllers comes   with it switch it on and it is a good system but  is it recognized and as you're coming to see your   problem again and get one review you can't say  well I need to Facebook with you I had a google   review I love trip advisor could you go you know  she's all they're gonna have to spend a couple of   weeks reviewing after they've come and gone review  mainly for products economy again Trustpilot very   popular for this little review centre there's  so many fifo is popular with restaurants and   these are trusted they eat in your restaurant  judgement is also very popular and trust you   that's more of a consolidator and it was used by  visit Scotland for a while but it's still used by   google if somebody looks for places to stay or  things to do in google or hotels or restaurants   and they click on this little question mark  it says all these reviews they've amalgamated   Expedia reviews booking.com all the reviews you  can imagine and so worth knowing about trust you   and learning about it of course trip advice is the  one that's very very hard to ignore the statistics   are mind-blowing and it's one of the biggest  is the biggest travel brand in the world it's   recognized it's known everywhere it's got that  apart from china but it's got another name   you know it's new Zealand Malaysia it's called  trip advice everybody understands everybody   knows it and people are begging for TripAdvisor  abuse TripAdvisor just recently launched this   Patrick VisitScotland I wasn't  aware of it it's not quite in the UK   yet but definitely worth finding out about it  feels a bit sort of like deals um like Groupon   and it's for the consumer subscribes to this they  buy trip advisor plus the guest trip advisor right   now aren't making any money and maybe we just  make money but it's 99 so it might be 99 pounds in   the UK the consumer buys it TripAdvisor claiming  you'll make this back in in two hotel trips or two   desperate to you know visit attractions you make  it back basically go to two places so when you are   supervisor plus you'll be offered deals and offers  and discounts and two for ones but it means you   as a visitor attraction of people are appearing  saying advisor plus they're looking for those   that are expecting you so I suspect with job  advice behind it may take off if you think of   google have so many amazing products that  I was excited about like google tripped on   google touring board gone they were all amazing  travel products from google so um all from area   one trying to and just about a few myths about  trip advice a lot of people think well mainly   fake reviews it's not mainly real reviews yeah  but they're all bad they're all one that's not   the average review is four point something four  point one I think it's slightly higher than that   so you know the average reviews are good reviews  and after people have been somewhere it's always a   good idea to try and capture review as hell as you  can but once they've beat you notice attractions   receive the most highest percentage views all  the hotels and finally restaurants so if you're   a restaurant maybe try and capture them at the  table or as they leave or a QR code or something   um this is TripAdvisor stats when people visit  40 websites before booking 77 percent will read   your views 5562 looking at management responses  because the human behaviour is five thousand five   star reviews two bad reviews about thirty four  wedding from hell and we go there that's what   we do that's what she needs to do we know it's  an amazing intel we know it's gorgeous we know   on wheels and the food's lovely but we  read the two bad reviews and it's the   major response what did they say and you know  the imagine said oh we don't care about it you know it's just really bad so imagine  response is critical and you want lots   of reviews and you'll find later the ranking  within reviews so why am I you know things to do   number four at 50 or hotel number three of 100 and  that's the ranking within not just trip advisor   all the review systems and the number one factor  for all the review systems for ranking is volume   number of reviews so you do want to be begging  for reviews review express is a good way to get   more reviews and get extra reviews  essentially TripAdvisor through the   view express will send an automated email and  it's kind of co-branded so it's got supervisor   one new little logo on it so you  know people recognize the trouble and getting reviews um removed from TripAdvisor  well is difficult and essentially they're not   going to remove opinions so someone said oh  I found the room it's quite stuffy and you   said we've got expensive air conditioning it's  not that horrible man's opinion and it's just   going to be there even they're not stuffy I  know but they won't remove it and you maybe   ask him to remove it but he won't but blatant  ones you know if somebody's like profanity and   everything they'll remove it right for swearing  and just irrelevant nonsense they'll remove   if somebody's you know blackmailing you  threatening you it's a threatening review like   I’m going I want to another night stay for free  I’m going to come and get here so that's better   and oh yeah I stayed there it was three years  ago right now has to be in the last 12 months   or rumours like oh yeah my wife stayed there she's  never liked that's horrible you have to review for   yourself you can't review for somebody else so if  there's an ancient view or the threatening you're   using you know horrible language or you know the  reviewing of behalf of someone they'll remove it   otherwise it's tough it's really hard best data is  the business management centre within TripAdvisor   there's a whole bunch of stuff in there that help  you with reviews you can ask um if you get any   problems people reviewing everything you know this  is uh hotel rooms people are taking pictures this   is on YouTube you know just seconds I remember  when I was young it was a tv program called   that's life on tv and it was Esther Ranson if you  went to sort of a campsite or a holiday somewhere   it was pretty awful you took a photo  with your kodak camera and you came   two weeks later she got the letter maybe  she'd open it maybe it'll be on the show   you know three months later but this is a guy a  video and it just goes up five seconds later six   thousand people have seen the bedroom where  you know people review aircraft news people   aircraft seats they're reviewing everything this  is a really oneness there's hundreds of channels   called full flights in YouTube it's quite alarming  that people sit through this stuff so I don't know   if you know this this is a video it's 17 hours 13  minutes long I watched the first five minutes that   take off underneath your and the landing at Perth  airport it's quite interesting but there's 16 and   a half hours in the middle and people watch  all the way through the comments unbelievable   the complaints people say what happened if it  went blind or you had to change the battery   I’m really sorry or it should have been back up  unbelievable and there's also the longest flight   in the world in New Zealand New York to Singapore  Singapore airlines and it's about 18 to 19 hours   and there's literally thousands of reviews of  that the actual whole flight so if you've got   crummy offering people will find it pretty fast  and if you've got a lovely offering people will   find it pretty fast we're living through a very  very special time just now history if you think of   all the media revolutions printing press changed  the world it changed everything about the world   it took control to the people the masses and  the telegraph was the same and the you know huge   tv radio big media revolutions all of those were  one to one or one to many relationships at best   this is this is the 21st century this is many  too many so we're living through this expressive   capability everybody has their say and in some  ways you don't even own your brand it's just out   there you're just looking after it you're creating  it and do people trust user generated content yeah   they do tends to be younger people trust that more  than older people older people like to read things   movies younger people trust what other people say  dominant reviews impact bookings 93 say breaking   decision was impacted by an online review 96  percent of people said reviews are important but   here's you know yes people listen to tv radio  and they read of course they do but the younger   generation and more people now are believing  what other people say trip advisor in the very   early days just a bit crummy I remember going  on I was going somewhere in Europe and it said   oh yeah this tells you the nice Mustafa from  Penang that was great who's he was Penang I   kind of know him just doesn't mean anything to me  and then it was my friend's android Mary and you   know Leslie said it was amazing the best food ever  she's a foodie that's my validation done I don't   have to read it she's critical and she said it was  to die for the food was I made the service done   so now it's your friend's own trip advisor which  makes a huge difference don't miss out videos as   well you know online travel videos influence the  early stage people researching a destination or   looking at videos and it can be user generated as  well looking at other people so as I said about   ranking so this isn't it's here for trip advice  this is for every review system you can imagine   these are the ranking factors so this is like  SEO within TripAdvisor okay so the first one is   the number of reviews you want lots of reviews it  sounds obvious but you need to be begging for the   views the next one is body of the review pointed  five and the next one is one over at a time decay   factor how recent it is so I’m sitting here and  you're sitting there and it's easy for me to say   you want lots of good recent reviews if I’ve  got two reviews and you've got 2 000 reviews   you'll probably be above me however if  my 2 000 views are from 12 years ago and   years of from yesterday you may be able  so this is important the recency factor   there's a good way to get the views because nobody  knows is that trump applies or is it advised there   no it's neither of them it's https calling  slash www gee if I got to type all that into   my browser but you know no one's going to leave  your reviews too complex well now with track and   tracing everybody's got a QR code reader or most  of the phones androids and things will now resolve   at the camera you point your camera and it goes  to survivors.com and they just go love it awesome   done two seconds and they can leave they're  not going to review that if you miss them it's   coming off a tour give us a review we love you  please and make it easy for them the little QR   codes are so easy to create remember a QR code can  ring a phone and send a text normally it goes to   a website URL you'll get bad reviews and this is  a funny one it says come and try the worst salad   one woman TripAdvisor ever had in her life she's  not must have been bad and you know we all make   mistakes we all make mistakes there's nothing  wrong with making mistakes but this this person's   trying to turn it into something positive here's  my take on responding to negative reviews so   that's just what I think um Brian helped me with  something here as well so he added something so   calm down you remember the man when he came and he  was horrible he was last day was really horrible   and everything he's left a very horrible review  about your business gonna be there forever he   said things are just awful so really gambling wait  a day just try the emotions then right now you've   calmed down he's gone two days away and don't  just cut and paste some answer from you know you   can see when it's try not to attack man as much as  you want to he's left horrible things about your   business friendship when they try and sympathize  with us I’m really sorry we're very embarrassed   about what's happened to you know we're up for a  quality organization you know it's like you know   whatever happened to him and trying to address the  issues you know or checking your letters or [ __ ]   whatever his issue was but here's the killer from  me because I’m geeky it's really really important   so basically say you're sorry right you know  he's trying to you're sorry as much as you want   to attack man it's horrible try and choose lengthy  but this is the killer and the number eight don't   mention your business name in the response to a  negative review because google indexes things like   TripAdvisor it's insane so I used to stay at the  city up in Aberdeenshire beautiful hotel as I say   five thousand five star reviews two bad reviews  on a title in the name of the tell the thing that   came above the www.thetail.com was the one about  the two bad reviews and because in the reviews  

they said at the ABC hotel were very embarrassed  to your bed sheets and but just say you know in a   positive review of course you know I really love  you everyone castle with it thank you for leaving   a little bit of you will love you too your brand  be your product yourself inside the response not   possible but never negative because it hurts  you it says an aggressive measure response uh   makes hotels look worse it sure does most people  think that these are funny reviews but they're   funny to read but they're not really funny arrived  at 6pm for nobody you know in the guy’s morning it   was rubbish terrible place is awful and then the  response was honestly would you expect a little   you get cheap on a budget until get real it's  quite funny but that's there forever and it's rude   here's another one this was the microphone  hotel in Jackson a beautiful hotel and this I   must add was under previous management there's new  management there and spent a lot of money in the   tail use that which is amazing and that's another  problem but somebody said oh it's blooming awful   this guy said we sold the term we don't care what  you think to be truthful we didn't even care what   you think when we had the police we just had to  force ourselves to pretend they gave a flying bush   about your illiterate ill-informed mindless pro  are you really an expat anything other than you're   going nasal it just is on and they're classic  reviews that were so funny but they're not really   funny for us but you just don't want to do this  okay um now market vlog took over the city they   brought it spent fortunes on it it's absolutely  beautiful and they ended up with all these old   reviews now remember the one the time decay factor  so they were they were not affecting them but they   were still there you could see them so it took a  while for them to convince triplet house to say   actually yeah it's still called the Marshall  Logitel but you know it's new management   place doesn't even look the same newspaper  everything's the same everything's different   and they remove the old reviews so if you pass  their trip advisor enough they will remove   old reviews and not all reviews are real this was  no one's seen this movie it's a very odd unusual   interesting movie called the grand good about  to tell but lots of people have flown believe   it or not to well we've flown to eastern Europe  to find the republic of Zebronovich and tried   to find the grand goodness to tell there's lots  of reviews here and trip advisor said this is   a fictional place as seen in the movie please  don't try to visit it people tried to suit true   supervisor to sue them to say look we've read the  views it sounds amazing the reviews are actually   very clever the reviews are about the movie it's  really interesting reviews they're doing it as if   they weren't here but they're actually reviewing  scenes in the movie it's been fantastic it says   some positive reviews sort of I love this place  it's amazing delicious food highly recommended   gosh that sounds good there yeah it's English  and it's been written by human not English and   it's not written by human beings but written by  a bot robot wrote this so this technology so now   not only do we have trusted reviews date reviews  we've got bot reviews we've got untrusted views   that complex subject review system so bot reviews  are up there this is a product I personally use   and I recommend you have a look at it there's a  couple big spots a little plug-in for an extension   for chrome the browser when you're on your pc or  your mac and either you're buying something on   you know eBay or amazon or you're staying in a bed  and breakfast somewhere it just says you know the   20 reviews those nine are fake don't even look at  them so there's no point regarding they're made up   it's quite clever technology uses machine learning  google my business isn't with a social network   it's that thing on the right hand side of the  search engine results page and uh it's quite   important and you should fill it in fill in as  much detail as you can here you know if you're   going to your VisitScotland page you know fill in  as much data as much pictures and videos you can   same with your trip invite as much information as  you can and same here you know don't just register   the business upload maps and photos and 360s  and logos and staff pictures behind the scenes   there's questions and answers there's Facebook  messages sorry google messaging um there's also   google products if you're selling a product you  actually sell products from this home page do   e-commerce have bookings you can do deals very  powerful but there's reviews in here as well   and you might think on another review system this  is a very hard one if you register for google my   business it comes up and it comes up the reviews  are there you can't turn them off and there's   five horrible words in the English language if you  don't have reviews it says be the first to review   eight be the first to review that's a dreadful  thing to see about a business and lots of travel   businesses got that and it just means something's  wrong I think Jeff’s an amazing place we've been   going for 100 years yeah but be the first to  review remember some tourists that's not clue   I don't want to be the first maybe you went  bust maybe they don't care maybe it's rubbish   none of that's true but be the first to review  so at least get your granny to write a review   don't you have one review at least have a  lot and if someone you know says something   say thank you just do it out of place so many  big brands are just they just ignore them and   it's a shame this is this just the examples of the  reviews here so you can see the DNA and Dundee’s   nearly five thousand reviews this was about a week  ago so maybe more raw yacht and all got around   five thousand google reviews um and these people  respond to them that's great they've got people   that respond someone says something nice you just  have to say thank you don't ignore them this is   an example of someone who didn't have a google  my business so that google my business page here   basically it's called the google knowledge graph  and if you don't have something there google will   put google my business if you've got my business  Wikipedia goes if you don't Wikipedia wiki data   eBay and then just rubbish up here so that's  our old phone number that's throwing address   he just guesses so this is a company in the UK  Greg’s my goodness they didn't go Wikipedia they   didn't have a google business page right  so what appeared is the wiki if some kid   went into the Greg’s Wikipedia 15 year old kid  and changed the logo to something quite rude   and this is the lady who worked there she was  the social media person at the time she said   help google we don't have a google page through  my business page and then hey google uk fix this   and these are yours about banter she's terrified  and then oh sorry to hear that Greg’s the baker   as well right okay so you know basically someone  changed the logo to something brute because so   google my business protect your reputation at  least that is you're controlling that that is your   phone number that is our logo that is our photo  you know some people can put inappropriate photos   up report them I think trump international hotel  for a while was receiving some horrible photos but   yeah that was the final one I’m going to  do a doodle for you tomorrow you can also   personalize things and make things a little  fun so this is a guy used to stay at a hotel   and they tell said but it's a bit creepy they  follow him on twitter they guessed and they   checked him out and you know he always mentions  his family treats them he says oh I always look   for monsters under the bed so they said welcome to  San Diego tell ben checked under the closet every   bed there's no monsters you're good to go and  it's a bit fun it's you know less you know just   you know fun and you know you know when people are  tweeting about you so that didn't cost anything   thank you for tweeting me still lovely imagine  you see that in your bedroom when you come back   it means they care it means they're listening and  listening and you mentioned and he said something   nice so you know that doesn't cost a lot this was  an odd one it's a guy who tweeted believe it or   not it's quite creepy because you can find  when your friends are tweeting in real time   you set tweak update up just for tweets within a  five meter radius of the tail that's in the hotel   and this guy ate one of the tricks half each white  bar and they said the rumours would be a bit dusty   under the bed so they said we've had the duty  manager and the room's been deep cleaned and uh   some nice twitches for your move a lot of people  don't get to meet the room service staff and quite   often you get a weak card says you know I’m drawn  I’m married you know I’m cleaning your room this   one the hotel staff kind of guarantee additional  requests at the end of the question this guy said   if it's not too much trouble if you could build a  ford at the pillows you know and they built before   this one the guy said if you played a  picture of a dog dressed as a boat cap   it's kind of bizarre but just  light-hearted making things fun   um if you could please draw a picture of  what you think I look like the chamber   so just kind of see it's fun we're in a funny time  just now covered 19 well it's not funny it's very   serious for business and you know there's many  businesses may not open up it's kind of sad that   I think cleanliness is you know you know what  we're not germaphobes but going forward where   things have changed you know we're going to  have to talk about distancing and cleanliness   and hygiene and make people feel safe um you know  there's covered 19 updates made in brazil saying   they opened just recently to members which was  unusual but and they've opened up but that was   an update on the google my business page this  is nns all over it we're all museum closures   clearly telling people we're doing dispensing  we're not opening it we open soon this was an   odd example and I looked into it quite deeply  someone said to me you know there's no mention   of it no mention there's nothing and this was  in the first walk down the loop that's a lovely   website very busy place a lovely place and I  thought that's odd and there's still no mention   nothing come up and say hey you know  where my ass we're doing distant things   but I look deep inside the website is mentions of  it and they're doing deep cleaning they're doing   a great job and it's not visible it needs to be  highly visible it needs to be in the front page   they've kind of turned it into something quite  romantic about the Belgian house in Aberdeen   you know a dome dining outside that's wonderful  but again I was in a hotel just between one of   the lockdowns and they have this thermal imaging  and it's quite a fun little hand thing and that   said that it's lovely and he said he has a  Chinese system up to eight thousand pounds   gosh um but the hand sanitizing station  but people are looking for all this now   they're looking for signage about distancing  so they keep they care they've gone the extra   mile they're interested in this and maybe they  don't see this but maybe you should mention this   if you're doing deep cleaning or mention  that that's happening between guests   obviously these are standards this is we're good  to go now um Patrick’s only seven and a half   thousand businesses in Scotland are fighting for  us and being granted it is a self-certification   so you go through a process um but is it Scotland  do random checks be honest they may phone you in   check so and it's uh it's in all over UK all over  Britain people are recognizing this site now so   seventy percent of visitors are looking for  this and they're aware of it they know about   it and staycation visitors for sure they know  this is definitely worth looking at if you've   not already done it and again other quality  issues schemes for reputation star gating   and for food so a lot lots to do just a couple  of takeaways we're kind of finishing up earlier   yeah we finished a little earlier um so decide  on what review platforms you're going to go for   it is a difficult one for many review platforms  there's a Facebook kind of abandoned reviews its   recommendations but there's Facebook's there’s  google my business is close to impossible unless   you don't register a group on business and  then you don't control your brand and then we   talked about things even super controversial  upfront is that a great review system but   people recognize it and then whatever you do  don't just say Mary from Essex likes us we know   you made that up you know people sell bs radars  we know that's just made up there has to be an   independent review system and judge me  and trust our fifo but TripAdvisor is   I’d say that you have to go with TripAdvisor  now lots of people can't go with trump advisor   I’m aware of that are we going to fill up the q a  so hopefully I can get some help with this I know   if you're a holiday elect they just don't oh well  yeah you have to register the holiday letting doc   and pay them money to get a list um but you know  there's certain people are not allowed on it you   know obviously um tour guides and things you  know you don't get listed but sightseeing and   the things to do but viator and which is owned by  trip advisor and typical of his experiences that's   you know you can get listed there you  can get listed in there they allow you to   certain you know travel organizations can't  get on TripAdvisor it's just the rules they   make the rules um but viator you may  be able to get on fire tomorrow maybe   um you need to actively manage your review so  I know lots of beautiful business attractions   they've got amazing reviews nobody's ever said  thank you I think it's odd because in the real   world if someone walked bastion said you know  what that most amazing you know night of her   life that's the most beautiful meal that's  the loveliest tour you wouldn't say to not   just ignore people when they say it don't look at  them in the eyes just walk past them you would say   you think thank you that's really nice I’ll  let Julie know or let the imagination someone   said something lovely and so just say thank you  and again if they say something not nice well   you know what to do calm down take your time don't  potentially say sorry trying to put it right but   don't mention your brand in the responsibility and  I review systems and reputation can be viewed as   an opportunity to engage because it does build  trust with people look at them and you read   them and they believe them they're creating a  relationship with people and you can use it to   spot trains to say there's a lot of nice things  said about this or not nice things that about this   so these are your weaknesses we need to improve in  this area you know we've got overall very good but   the negative problems are all about this you know  the tennis courts or something that's all slippy   or something people are following maybe they  need to clean it up so or are we just identifying   and of course the tools to manage your online  reputation alerts it's a very powerful tool and   Hootsuite and tweet deck so um that's the agenda  we went through looks online reputation where   people are mentioning your brand online  review systems managing those reviews   personalization issues so I’ve kind  of finished about 10 minutes early so   apologies I’m not sure what the announcement in  parliament was today I think Nicole was making   an announcement about  hospitality so we will find out thank you very much Stephen uh great  there's a few questions I’d like to cover   if that's okay with you but if you've if  anyone else has any other questions please   feel free to send them in just now  before we come to those questions   I’ll just make sure that I’m sharing  my screen so you can all see details of   the sessions that are coming up over the  next few weeks so we have a session tomorrow   and with graham care on using analytics to  evaluate your digital platforms and get customers   majority of the focus tomorrow I think is going  to be on google analytics and then we have two   sessions on search engine optimization and for  tourism businesses on the 25th at 10 o'clock   and then the 29th at 10 o'clock tomorrow's  at 10 o'clock in one and tomorrow session is   for 90 minutes and that starts at 2 p.m. uh graham  sorry steven quick question then from one of the   um one of the businesses that's represented today  has said um some of us have had no reviews for   uh time up to 14 months and will businesses that  have had no reviews as a result of code sink down   the rankings or will we all will they all be as  bad as each other as what they've asked yes no I   I’ve cared about this but the time decay thing the  one over t factor there's been a delay that was an   adjustment factor but even if there wasn't we're  all in the same boat essentially so it doesn't   actually matter but they won't basically it's like  it's been frozen for 12 months nothing's happened   but even if they didn't do that nobody's got any  reviews anyway and so it's all the same so yeah um   what I would say though is if you don't have  that was google certainly had switched off   the review functionality for a period last year I  think they've just recently switched it on again   it's worthwhile in this interim period before  we were able to reopen definitely worthwhile   checking back all your previous reviews and  seen any that you haven't actually responded to   you should be responding to all reviews whether  they're good reviews or bad reviews as the Stephen   was mentioning you know if you've had a good  review thank the person for the review and maybe   mentioned something about the experience they  had so now is a good time to ensure look back in   all the platforms if you're um TripAdvisor google  reviews if you're on OTA websites like booking.com   or Expedia you can have you'll have reviews there  too if you're an accommodation business make sure   that all of those uh reviews have got a management  response um then our question then um I have   one person's got four holiday lettings trading  under one business name what's the best way to   gather reviews under a company name instead of  individual property any thoughts and that's steven   yeah holiday lighting's not my obviously you  can't get listed on TripAdvisor so you're   not going to be in trouble you're under  holiday lighting and you're paying money   then you get listed on TripAdvisor and no I I’m  not an expert at holiday lighting so I don't know   if Patrick’s aware of a way you can consolidate  them into an individual as a Pokémon individual I   think I’m sorry just me jumping in sorry I’m the  part of the Scotland industry development team   um if you in answer to that it's really how you  um market your holiday lettings in in terms of why   how you would gather your reviews so if you've got  in the properties individually named and they're   in separate locations then it probably makes good  sense to sort of create um it and in actual fact   your visitors are very likely to put in reviews  under those location names so you might actually   find that there are reviews out there already  and you need to claim them by the names of the   separate trading businesses names yeah and  but if you've got say four properties that   are in the same enclosure and it's very likely  that people will link the name of your property   with the review so it's one name one business name  will work so very much how you market uh and how   you pull that together but you're not you're not  alone in terms of that that piece you just got to   think about the visitor because that's who you're  really talking to on all review sites in terms of   if they're looking to get reassurance that that  place is where they would like to go where they   would like to see hazard has it got good seat  views or whether the great things that are   about it then it probably needs an individual  listing but you do need to be um you know balance   it out in terms of what's best for you it was  a similar thing with Facebook a while ago when   Facebook only had profiles and they were thinking  about introducing pages they mentioned they   introduced things called Facebook places so  basically every destination in the world at a   place every castle had a Facebook place they still  exist a lot of these places and I get that a lot   of people saying oh people are leaving the review  for the place not the page they're not how do we   sort that um there is a facility within Facebook  to merge the two so if you're a castle and there's   a Facebook place the castle that Facebook created  and you've got a Facebook page with a shop and   everything and they're leaving your views for  the place you can merge the two so there's   an if you just google how do I merge Facebook  places and pages people still have that problem   um slightly different from the holiday lighting  one but just multi reviews on the wrong place   you can't thanks steven uh someone else has asked  a question and I did respond to the person in   the chat section of go to webinar but I think it's  worth well mention this question to you any tips   to encourage customer feedback and the experience  of this business many folk suffer from feedback or   evaluation fatigue and getting people to respond  to a simple quick feedback form the responses are   quite low I just I mean sounds silly but asking  for reviews just asking a destination they've just   finished I’ll ask them you know it means a lot  to us would love if you could review it you can't   force them you're only going to get one review  so they're not going to do your upfront your job   advisor you might you're only going to get once  you have to decide it's TripAdvisor or the google   reviews you know it means a lot to us on google  reviews a lot of people have got lots and lots of   TripAdvisor views but two reviews that's the home  page of google it says two if you go for a huge   business attraction what you can do is it sounds  a bit math but you know you've got the database   of all your customers it's easier the ones with  a Gmail address find people that Gmail email them   and say you know you visited us recently on the  last year you know your feedback means a lot to   us we'd love you to leave as a google please click  here and you give them a link and they click they   go loved advice like two seconds so just asking  it could be in a survey it could be an email   if you see a positive mention of your brand that's  an opportunity to engage with someone and say hey   thank you I saw your tweet yes that's really kind  that means a lot to us we'd love you to leave us a   review that means the world to us you know because  they've said to the pals awesome place you know   it's in a tweet they think they're tweeting their  top ten friends the whole world can you intervene   go thank you for that tweet that's so kind um  it means the world to us but so does that review   we'd love you to leave us a review so yeah just  asking the reviews are important it is difficult   to review fatigue I remember I stayed somewhere it  was a little place I stayed at it will you review   it and I didn't I said I’ll do it when I leave and  I didn't want to laugh but still in the back of   my mind it's an amazing experience but they're  going to do it one year later one month later   and get them when they're leaving indeed lots of  places you can ask for reviews too from emails to   invoices or receipts to what you know face-to-face  as they as they leave the hotel or leave your   business um to social media as well so loads  of plays have a think about where you're asking   people for reviews and see if you can increase the  number of locations or places where you're asking   for reviews I think that probably wraps us up for  today we're actually running out of time thank you   very much Stephen and thank you to everybody who's  logged uh on today and we'll hope to see you again   tomorrow at two o'clock for the session on  analytics and you can register for that if you   haven't yet done so at bgateway.com events we'd  also very much appreciate your feedback on today's   session businessgatewayfeedback.com and the pin  is f570 for today's session and there's a little   link there and with the summary of The slides as  well that you can you can uh download we'll also   send out an email to all if I don't even need to  download tonight because we'll send an email over   the course of the next few days that will have  the link to that that they hand out for today   so thank you very much everybody and we  hope to see you again tomorrow I hope you   all enjoy the rest of your afternoon take care  goodbye thank you thanks Andrew bye thank you

2021-03-20 04:27

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