TripAdvisor是全球最大的旅行者社区wuhao.pptVIP

谢谢! hwu@ Slide 1 Good morning and thank you, XXX, for your kind introduction. ? My name is Nathan Clapton and I am Brand Distribution Director at TripAdvisor. ? I am DELIGHTED to have the opportunity to speak about how consumer reviews can enhance your distribution strategy. Mention our revenue TripAdvisor在美国、英国、爱尔兰、意大利、西班牙、印度、日本、中国都设有分站， * Mention ’s experience 2007 Nielson survey: Among travellers who read consumer reviews, 21% reported that a property or chain’s brand was the most significant factor in their accommodation choice as opposed to 36% who reported that other travellers’ content was the most significant – MAKING UGC 70% MORE INFLUENTIAL THAN BRAND OR REPUTATION. Amazon and TripAdvisor are the most successful; dianping and douban are very successful in China; Taobao is another prime example Travel companies posting customer opinions on their site look like they have nothing to hide. ? Consumers have self-trained themselves with years of hyper-consumption. People may get suspicious if a companies view of itself is too good to be true. ? Also, if there is a bad review, the company can RESPOND. This is a response to one person that is potentially seen by thousands. I don’t know of a better way of demonstrating your customer care. LEADERSHIP: Consider appointing a community manager, who develops a social technology strategy and starts deploying social tools and programs? RESOURCES: Are you going to dedicate the resources to collecting, monitoring and displaying the reviews? SPEED: Will you be able to get the reviews up quickly? If your business is to sell travel inventory, it may require new skill sets to manage what is more of a media/editorial process DEPTH: How long will it take you to reach critical mass? In our experience, consumers like to be able to read and compare at least 5 recent reviews of a property – that have been posted in the last three months WHAT balance of reviews, ratings and photos is the right one? ? ?The other option is to partn