Tag Archives: internet reputation management

10 Top Reputation Tips from TripAdvisor

Interview with Andrew Wiens, TripAdvisor

At the eTS14 roundtable with Andrew Wiens, TripAdvisor

Based in Los Angeles, Andrew Wiens is International Sales Manager for DMOs at TripAdvisor, an eTourism Summit 2014 sponsor. His media background includes working with large country-level DMOs as well as with smaller city-level partners. We talked to Andrew, a self-admitted tech addict,  during eTourism Summit 2014 in San Francisco, where he offered the following short and sweet advice targeted at DMOs and attractions for good internet reputation management. Take ten from Andrew. 

Andrew Wiens, TripAdvisor

1.  Take ownership of your listing. It’s free and it’s easy.

2.  Upload quality photos; you simply cannot have too many.

3.  Respond to each negative review without being defensive. Shoot for 100 percent coverage.

4.  Recognize positive reviews with a genuine thank you. Aim for 30-50 percent as a minimum.

5.  Remember that you’re speaking to two audiences: the person who wrote the review as well as the rest of the world.

6.  Be original with every response to show you care. Never cut and paste replies.

7.  Match your tone of voice in a reply with the tone of the comment. Be formal when addressed that way, more relaxed when the writer’s style is informal.

8.  Be sincere. A sincere response to a negative review sets you up for an even better review.

9.  Don’t over promise. The fastest way to a crappy review is to over promise and under deliver. 

10. Be authentic. “Authenticity is everything. The second trust goes away, you’re the next Myspace and you’re gone.”

– Laurie Jo Miller Farr, contributor


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Filed under eTourism Summit San Francisco, Internet Reputation Management, TripAdvisor

E-Tourism Summit teams up with former TripAdvisor executive to create turnkey Reputation Master Classes

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The eTourism Summit has announced a partnership with Jim Brody, president of Sense of Place, to create a series of Reputation Management Master Classes specifically designed as a turnkey process through which DMOs can educate their hotel stakeholders on ways they can use online tools to better control their brand.

Jake Steinman, founder and CEO of NAJ Group, which produces the Summit said, “Jim Brody has been one of the highest rated presenters at eTourism Summit for the past six years. He can leverage his 15 years of digital marketing experience, seven of which were on the inside at TripAdvisor developing and selling its destination marketing products, to equip DMOs with tools to help their independent hotels and attractions learn how to manage their reputations.”

Over the past decade, Jim has worked with 700-plus DMOs worldwide, and given over 200 presentations on reputation management, third party content, digital marketing and related topics.  He currently serves on Tourism Ireland’s Marketing Partnership Group in North America and is a member of the Caribbean Tourism Organization’s marketing committee.

Brody’s intensive workshops cover the following topics:

  • How to handle “bad” content and “worse” advocate behavior
  • “Do’s” and “Don’ts” of incentivizing guests/customers to post reviews
  •  What to do in the event of a reputation crisis
  • Aligning 3rd party content with brand and promotional messaging
  • Choosing which platforms to focus on with limited time and resources
  • Working with bloggers and blog/news sites
  •  Specific practices for social network sites (Facebook, Twitter, Pinterest)
  • Specific practices for online photo and video content (Instagram, YouTube)
  • Online behavior and why this all works
  • Maximizing the content on review sites (TripAdvisor, Yelp)
  • Working with “SNO” – Social Network Optimization

Here’s Jim’s schedule for the next three months:

September 22:   Africa Travel Association President’s Forum in New York City

September 24:   Reputation Management Webinar for Tourism Ireland

September 27:   Reputation Management Master Class in Toronto, ON

October 6:          Reputation Management Master Class in Nantucket, MA

October 8 – 9:   ETourism Summit in San Francisco, CA

October 28:      Reputation Management Master Class in Ontario Highlands, ON

November 6:     Reputation Management Master Class in Melbourne, VIC, Australia

November 7:     Reputation Management Master Class in Hobart, TAS, Australia

November 10:   Reputation Management Master Class in Bendigo, VIC, Australia

November 11:   Reputation Management Master Class in Victoria’s High Country, VIC, Australia

Now in its 15th year, the e-Tourism Summit has grown to be the world’s most helpful event for supporting DMOs and attractions as they navigate the ever-evolving digital marketing landscape.  On his new role with NAJ, Brody said, “I’m excited and honored to be working with the eTourism Summit team to support DMOs and the industries in their destinations as they all look to digital third-party content to help grow visitation.”

For those interested in more information, contact Jim Brody at jbsenseofplace@gmail.com. The 15th annual eTourism Summit takes place Oct. 8-9 at Hotel Kabuki in San Francisco. For information, visit www.etourismsummit.com. Jim Brody, who has been with TripAdvisor for seven years, is collaborating with eTourism Summit to bring Reputation Master Classes to destinations around the world.

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