Why companies should not hide from bad reviews. Most of the stuff you read about negative reviews tends to be advice from marketing agencies on how to listen, react and turn dissenters into ‘brand advocates’ blah blah.
But, social commerce specialist Reevoo recently looked at the real impact of negative reviews on business with the results presented via a white paper (available for download here). Findings include: Consumers spend four times as long on a site when they interact with bad reviews, trust what they are reading more and are more likely to convert68% say they trust good reviews more when they see a mixed bag of opinions and scores95% suspect fake reviews or censorship when they don’t see anything negative The research also shows negative reviews are driving up engagement and have become one of the most popular features of websites with double the amount of people actively seeking them out as those looking for positive comments.
How OS Travel Buttons (iTravel, Google Travel) Will Change the Mobile Travel Landscape. It has been nearly 2 years since Apple filed the patent for iTravel, a comprehensive effort to capture the full cycle of travel booking, itinerary management and airport check-in.
Last spring, Google completed its acquisition of ITA software and last September Google launched Flight Search while continuing to add features to its Hotel Finder. Hotels.com reveals Facebook affiliate program. Travelmole. Hotels have noted the quick rise and growing influence of review sites and are trying to counter it with some of the largest hotel companies in the world adding their own website ratings or contracting other companies for help.
It"s somewhat of a revolution in hotel marketing because some observers say it"s far more important these days what consumers say about a brand than what a property says or advertises about itself. It"s obviously a move to take control from TripAdvisor and other rating providers. But while there may be rewards, there are also risks from the rising movement. The move comes as hoteliers increasingly are recognizing the major and growing impact of all social networks -- including Facebook and Twitter. Four Seasons marketing chief Susan Helstab last year told USA Today that sharing all reviews involved a risk that luxury brands in particular have been reluctant to make. Ticketmaster’s New Facebook App Recommends Concerts From Your Listening Activity.
Of all the new Open Graph apps launched tonight, Ticketmaster’s new Facebook experience is the most impressive.
Sure it can share that you’ve “bought” tickets, but lots of apps have similar publishing functionality. What makes Ticketmaster’s app cool is that it pulls your Facebook profile’s music app activity from services such as Spotify or Rdio, and recommends nearby concerts of artists you actually listen to, not just those you say you Like. Ticketmaster has come a long way in the two years since Nathan Hubbard became CEO following its merger with LiveNation. Did Foursquare just kill a bunch of trip planning startups? Foursquare this week launched its Explore feature on the web, an effort termed as: “Personalized search for the real world.”
Previously available via its mobile apps, the launch of this feature as a section on the Foursquare website shows the company is making a serious push into local search on the web. But more than that, the company may have finally nailed the “holy grail” many travel planning startups have been yearning for: utilizing your friends’ behaviors and preferences to recommend things for you to do. How it works Let’s take a brief look at how the feature works. Where are travel brands concentrating their efforts in social media? [INFOGRAPHIC] Simpliflying spent some time analysing the data from a recent EyeforTravel report understand how travel companies are approaching social media in 2012.
![Where are travel brands concentrating their efforts in social media? [INFOGRAPHIC]](http://cdn.pearltrees.com/s/pic/th/concentrating-infographic-74268778)
Here are some interesting findings from the study, Social Media and Mobile Strategies for the Travel Industry 2011: Location-based services such as Foursquare will be huge this year. Almost half of all the airlines surveyed wish to increase their presence in location-based social networks in 2012 (they’re going to get you while you travel!)
Avis UK launches mobile booking site. A mobile booking site allowing customers to search for car hire quotes and book direct via mobile phones has been introduced by Avis UK.
The new site “will accommodate the high number of customers who prefer to research and book while on the go,” the company said. The replica of the main Avis website has been optimised to suit the dimensions of small screens and simplified to allow a fast and easy booking experience, according to Avis. Functionality includes branch search, calendar view, pricing, service details, quick checkout and reservation checking and modifying. Commercial director Anthony Ainsworth said: “Forecasters are predicting a huge increase in mobile bookings in 2012 and we’re responding to the growing demand for access to websites on the go with the launch of our new mobile site. Oyster still looking for monetization pearl. Professional hotel-review site Oyster.com has abandoned its more than year-old practice of serving as a hotel booking engine.
Since mid-2010 Oyster had been enabling consumers to book hotels on the site through a third-party inventory partner, but has abandoned the practice and will “experiment with various monetization practices,” says co-founder and CEO Elie Seidman. [Etude] Ce qu’attendent les fans des marques sur Facebook en 4 points.
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