E-Tourism update: Only 29 spots left until sell-out. Don’t be left out. Register at www.etourismsummit.
E-Tourism presenter spotlight: Jim Brody, TripAdvisor
Session: Behavioral targeting and how to handle negative reviews on TripAdvisor.
Q: How and when did you begin your position as the go-to guru for DMO’s at TripAdvisor?
I’ve been with TripAdvisor for four years, and had worked with DMO’s for several years prior to joining the company. When I started, we only offered the direct response text link advertising, and so when a destination would contact us, there really was nothing we could do for or with them. This spurred me on to ask about what we could develop to benefit the DMO’s, and when management learned more about what they are and what they do, I was then asked to develop that plan. That’s how it all started.
Q: What do you view as the major challenges DMO’s have in marketing themselves online?
DMO’s can be frequently overwhelmed by the technical aspects of the Internet (not to mention the myriad of choices), and that has led to an attempt to simply duplicate what they do offline, online (because that’s a really easy thing for anyone to get his or her head around. Getting to know how the online environment melds with your marketing plan, along with the psychographics of online use, is by far the biggest hurdle – but it’s also a key to success.
Q: What will attendees learn from your session about “behavioral targeting” on TA and how can will it benefit them?
TripAdvisor is huge – and I don’t just mean in terms of the audience size. Getting to know some of the details of how the audience can be easily segmented is extremely useful, and – frankly – is information very easily applied across the Internet.
Q: What will attendees learn about dealing with bad reviews on TA or any other UG website?
DON’T PANIC! It will all be OK. Seriously – if users can have a say, so can the businesses they are talking about. The Internet is a democratic platform, and we certainly provide a portion of that platform to just about everybody. DMO’s get quite the opportunity to get into the conversation on our website, but we have a strong venue and set of services to help lodgings, attractions and restaurants have their say as well.
Q: What web 2.0 tools do you use in your day-to-day business endeavors?
I’ve been investigating Twitter a great deal lately, so following lots of people (but not really tweeting myself – yet). Also I find Troy Thompson’s Travel 2.0 blog and all the conference blogs (including E-Tourism blog) indispensible sources of information.
To view the full program ,go to: www.etourismsummit.com.