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What is ORM? “Online Reputation Management entails establishing, maintaining, repairing and monitoring the publicly available online information about an individual or an organization. Shannon M. Wilkinson. 2013. What is Online Reputation Management ? ORM can no longer be considered a passing fad as it has established itself as an essential activity to increase guest satisfaction and grow revenue.
ORM
s e i n a p m Co g? n i r e f f yo e h t e r What a
Offering innovative mobile technology and access guest profiles to lead targeted marketing campaigns. Wide range of services:
Guest Marketing
Guest Profiles
Mobile App
Request Center
Feedback Suite
InGuest in the customer lifecycle • Use of past stay information • Arrival report: hotel reviews & social activity (number of followers, etc.) • Sending advanced check-in email & SMS with front desk (for upgrades…)
Pre-Stay
PostStay • •
Hotel gets alert for guest reviews Hotel send targeted email
On-Site • •
After Checking-in, welcome SMS Mobile App for room service
Gathering all guest reviews from 100 sources Information on competitors’ reputations to build on competitive advantages Guest Experience IndexTM score Day-today insights & metrics polished report
Asking guests feedback on hotel’s website Publishing guests’ feedback as reviews on sites such as Trip Advisor and improve ranking Pro-active approach to online reviews Helps to create a survey from an extensive catalogue of questions
Return On Investment
Focused on targeted marketing campaigns to drive revenue and loyalty
Helps to improve ranking on OTA Channels and review websites
« If a proper ty can increase its review score by one point (on a five-point scale) on OTA channels, it could increase its prices by about 11.2% and still maintain the same occupancy rates »
vs Customer oriented Focused on enhancing the guest’s stay, improving services & creating loyalty.
Market positioning oriented Focused on guest’s feedback regarding the hotel and the competitors.
Both approaches are valuable, Revinate is proactive and focused on enhancing the guest’s experience. While Olery provides valuable information to focus on competitive advantages and monitor reviews.
o S & ORM
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ORM & Social Media According to E-Power marketing, customers are currently chatting on brands via social media platforms such as the followings: •
Social networking sites such as Facebook and Twitter
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Consumer-generated resources including Blogs and forums
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User-generated rating and review sites
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Information and resource sharing sites for specific products, services and brands
Knowing where your company is being discussed is only the first step in Online Reputation Management. Finding the buzz is important. But it's what you do with that information that will set you apart from your competition.
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ORM in a Hotel Website Sharing User Generated Content through live feeds from Instagram, Foursquare, Snapchat, Pinterest & Twitter on the hotel’s website. Giving a “truthful feedback” on the hotel Customized online surveys according to the customer’s profile (based on shared social media information). Have an online chat service to answer any questions in real time. Create a VIP guest profile area in the website so each guest may have his/her very own personalized account with his/her preferences. The guest would have the opportunity to sign up via Twitter or Facebook which would enable the hotel to access the guest’s preferences, friends and followers to better target its marketing campaign.
ORM in Social Publishing Creating a customer journey experience on social platforms: Displaying real guests’ experiences at every stage of their trip (pre-arrival, on-site and post-stay). Create a blog displaying what to pack for each season, events taking place in the hotel and around the hotel, information on what to do, pictures and videos created by the users (thanks to a program incorporated in the blog) that guests may choose to share (on the blog).
Maximizing UGC Creating events on social platforms: Online quizzes (with a reward) Scavenger hunts organized by the hotel in collaboration with the city. Have a countdown on the website and on social platforms prior to the next scavenger hunt to raise interest amongst guests. Online Contest: The guest would take a beautiful picture of their favorite meal at the restaurant and the one with the highest number of likes would get a free VIP meal.
Appealing pictures of beautiful decorations (Christmas, Easter, sunsets, etc.). Have events taking place at the hotel (according to clientele profile) such as flower arrangement classes. Advertise on Social Platforms and ask audience on what would they like to learn or do over their next stay.