brand

Consejos prácticos para mejorar la reputación de un restaurante en TripAdvisor

Useful tips to improve the reputation of a restaurant on TripAdvisor

TripAdvisor started his career as a hotels rating website. It’s informal and participative style called the attention a lot and it quickly became an authority website for a rapidly growing community of users. At last, the users and travelers had a quick and convenient place to find real information from other users about hotels they came to visit and TripAdvisor was placed at the head of the websites linking businesses with opinions. But, eventually, TripAdvisor showed different kind of businesses allowing users rate public places, events, shows and restaurants. For years, his restaurants rating tool has grown 200% annual in the number reviews, ratings and number of businesses that are enlisted on the platform. Why this change? In Spain, during the last year, 76% of the booking of the restaurants were processed online and 98% of those users have consulted the online reviews on these restaurants before booking, TripAdvisor remain as the major source of information and also the most reliable. Once users find on TripAdvisor the restaurant they are interested in, they rate positively number several factors in order to make a decision, because competition in the same city can be brutal and often they do not want unpleasant surprises. All data that will be offered to the user in advance are important, even more if they are on TripAdvisor. Therefore, if your restaurant is already in the database of TripAdvisor, you’ll want at all costs not only to be in the top of the table of ratings in your city, but offer a good image so your place is always full. How to get this online reputation improve and have your fame increase in the social media grow? Next we’ll give you some tips to make your restaurant be top in your city: 1.- Show your restaurant before someone else does. Upload photos to the page of your restaurant. But not just any photo. Use photos taken by professional photographers of the best points of your local. Do not upload photos taken with your mobile, anyone can do that. Let people notice that you really care about your business image. And of course upload photos of the dishes, so that people will be angry after watching them. Customers can also upload photos, but yours will always come first. A restaurant with 35 photos increases its success by 107% compared to one without them according to data from TripAdvisor. 2.- Answer fast. Answer well. Your business lives of the customer ratings. The more reviews and ratings you have on the profile of your restaurant, the higher you will be on the list. But you have to answer your customers. TO ALL OF THEM. Whether the rating is good or negative. Do not let just anyone answer. Pick a person or company who knows how to address a critical mass, someone who knows how to serve objectively and convey the feeling of your restaurant. Customize your answers, address the users knowing their problem from first hand and thank them when they praise you. If the rating is negative, try to find a solution, convey your concerns and invite them to trust you again. The structure of your answers is critical. And if the words come from the head of the business, even better. 3.- Time is money You must be aware of any comments in real time. You must act once a comment is left. There is no time to waste. If you are engaged in providing good service to your customers, delegating this in a person or company who understands your needs. To stay informed, active TripAdvisor notifications, or any other platform on which they can make judgments (Facebook, the holder ...) to reach you by mail or phone in real time. Every second that a rating is unanswered, your reputation TripAdvisor goes dawn. 4.- Ease and Happiness You have to make your customers happy, before and after visiting your restaurant. If a user enters your tab on TripAdvisor convey him in everything you can. Inform your schedule and keep it updated. Let them book from TripAdvisor integrating with your system. Offer them deals or discounts on the menu for booking online. If a user is able to know when he can go to your restaurant, make reservations in less than 5 clicks so he will known in advance that he will save money in the final bill, you'll make him happy. And that will result in better comments. 5.- Not everything is on the internet Once you've managed to convey the confidence for your customers to visit your business, you’ll have to worry about two things. The first and most important is to give them a good service. Be true to your principles and standards of quality and have them back. And the second is to have them rate their experience. For this you can ask TripAdvisor promotional material like their logo and insignia for people to see them in your business. If you achieve to be the number one in your city or make the best paella of your region, you can require TripAdvisor official elements to accredit you are the best and then place them proudly in your restaurant. You can also add a card with instructions to review your business along with the bill, or include a bidi code on the ticket to scan it so it takes the client directly to your restaurant tab. The more recent the comment is left, the better. One trick: facilitate the access to the information by offering free Wi-Fi in your restaurant and let them know it before they ask you. 6-. Do not cheat TripAdvisor knows it. They know that acting outside the law is considered a choice by many people. They know it's easy to make fake profiles to rate yourself positively and negative rating for your competition. They know it's easy to offer gifts to customers to remove negative reviews. And as they know it, TripAdvisor has had for years one of the best algorithms to search and identification these behaviors to avoid muddying the good rating system. In addition, users can easily detect it and denounce. Not worth it. Play fair and triumph. If you can carry this out on your own, or through a specialist company, all these tips we have given you, in less than a year you will notice how your business greatly enhances his reputation, and therefore increase your customers. Main photo: Daniil Silantev

¿Qué es y cómo aumentar el engagement en las redes sociales?

What is it and how to increase social media engagement?

engagement, social networks

What it is engagement? It’s one of the many Anglo words which have ended up in online marketing. In this case it refers to the commitment or relationship that establishes a brand with its users or target audience and whose ultimate goal is the sale of products or services. The engagement is what makes your community be loyal to your brand after consuming your products or services. That is, the user stays with you because he wants your content, he wants to participate, and it’s interesting what you do and what you share. There is a link, a connection ... Como on, there’s a feeling. For example, imagine that one day you stay with someone who attracts you at first glance, this person takes you to dinner to a very cool place, you have not seen anything like this, everything is so cool; then this person takes you to a concert by a group you have never heard before (although you think you have some musical culture) and you love it, and so on all night long. Come on, you're waiting for the next step with enthusiasm. And so every day, not every day is just as exciting but overall you’re interested in what this person offers you. You like the story right? Then you also have to do your part. You must interact in conversation, you can say what you like or what you would improve. You are a prosumer, however this relationship has captivated you. I’m sure you’ll end up buying the offers? Well, engagement in something like that. A first action of marketing attracts users to make the first purchase but we must keep the engagement so that users continue buying. How can you get more engagement? You have to divide your strategy to focus both on the interactions with the audience and on the actions that will improve the quality of the published content. Logically, you need to know the target audience of your brand. And I mean, really get to know them, analyse them profoundly, find out what they like, their habits and lifestyles, every single detail will help you. Talk to your community clearly, create conversations, let the debates flow freely but also take the lead and participate in them. Respond to all the questions and support their feedback. Encourage the audience to create content in which your brand is present and reshare it in your social media. A bidirectionality in the conversations creates stronger relationships and makes your brand more human. In other words, makes it seem as if there is someone behind a company whose only objective seems to be to sell. Create and post the content that is inspirational, interactive, original and authentic, that provokes reflections. Ask questions and get to know the opinions of your audience. Publish something that appeals to them, that is useful and that they would want to read. It is quite a complicated task, considering how fast the user moves on the Internet, but can be achieved with a bit of patience. Provide widgets or plugins so that the content that has cost you so much to create can be re-shared easily and hopefully becomes viral. Don't forget to analyze the most successful publications on your social networks. Track progress and evaluate results to see if what you're doing works the way you wanted it to. How can you measure engagement?t It is very difficult to measure a commitment or a feeling, but basically what we do is to calculate the rate or Engagement or Engagement Rate (ER) First we will make a summary of all interactions of social media: Facebook: Number of I like, comments and shared Twitter: Number of favorites, retweets and answers Then we calculate the formula ER 3 denominators different depending on what interests us: 1. Impressions or scope Interactions / impressions: number of times a post has been seen on twitter x 100 Interactions / reach: number of people who have seen your post on Facebook x 100 This shows us the ER according to people who have seen our publications. It’s best used in large communities, especially where you have to pay. The disadvantage is that it can only be used for accounts that we manage, that is, we will not know those of our competitors. 2. Fans or followers Interactions / facebook fans x 100 Interactions / followers on twitter x 100 It shows us the engagement generated according to our fans, so we can know them even if we don’t administer those accounts. But this way we do the conversion according to our fans, no matter if they have seen us or not. 3. weighted Interactions / impressions or scope The weighted interactions are calculated: For example in twitter (favorite number) x 1 + (number of responses) x 2 + (number of retweets) x3 / impressions or scope This formula makes no distinction based on interacting conducting the hearing, it is more accurate but more expensive. What to choose? Depends for more detailed reports 3rd, to meet the competition engagement the 2nd and 1st for routine analysis. If you want more detailed information see the great post of Martin Paz. Conclusion To get more engagement there are many ways and certainly is not easy. Basically learn to listen, observe and talk with your audience is a good way to start creating more ties "emotional" with your community. And of course no matter the quantity but the quality of our relationships. Our users are many or few, but make them be faithful. Main photo: Rodion Kutsaev