July 2012
Intermediate to advanced
304 pages
6h 45m
English
Content preview from Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force
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Chapter 13
Advocates Rack Up Sales for Hotels and Airlines
Quick quiz: Which of the following has the greatest influence over travelers' purchase decisions?
a. Online ads
b. E-mails
c. Brand websites
d. Recommendations from unpaid Brand Advocates
Need a lifeline? I didn't think so.
The answer is “d.” Recommendations from unpaid Brand Advocates are the number one influencer of travelers' purchase decisions. This includes positive reviews on TripAdvisor, glowing comments on social networks, and Advocate feedback elsewhere on the social web, plus offline advocacy.
In the latest study to prove the power of advocacy, the UK-based Association of British Travel Agents (ABTA) asked travelers what inspires them most when choosing a vacation site. “Facebook photos from families and friends” was cited by only 6 percent of responders. But “recommendations from family and friends” came out on top with 45 percent selecting it as their top factor. This was well ahead of travel company websites or brochures, which secured 36 percent of the vote.
Now, travel marketing innovators are taking social media to the next step. They're identifying their highly satisfied guests (Brand Advocates) and giving them online tools to recommend and promote their properties. This is enabling hotels and others to boost their online ratings on TripAdvisor and other hotel sites plus cost-effectively increase sales.
Beyond Reviews
I want to be crystal-clear about this: I'm not talking about putting guest reviews on ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.