Research shows that you should let consumers’ photos speak for your business

 The advance of technology and the widespread adoption of smartphones and handheld devices in recent years have enabled us to publish our experience about a product or service through online photo or video sharing and provide a review.

Online review websites have also updated their features, making it easier for consumers to attach pictures or videos to their reviews. As both consumers and businesses adapt to the new photo-sharing trend, it becomes crucial to expand our knowledge regarding user-generated photos’ (UGPs’) effect on online reviews.

An empirical study about user-generated photos

I worked with a research team in an interdisciplinary project to assess UGPs’ effects on the helpfulness of hotel reviews. We published our findings in the Journal of Hospitality and Tourism Research. The paper is entitled “Let photos speak: The effect of user-generated visual content on hotel review helpfulness.”

The hypotheses

We drew from the media richness theory and advanced five hypotheses for statistical analysis, including:

1. Online reviews attached with UGPs have significant positive effects on review helpfulness.
2. Online reviews attached with UGPs containing more guestroom objects are rated as more helpful than those containing fewer guestroom objects.
3. Online reviews attached with UGPs containing more F&B (food & beverage) objects are rated more helpful than those containing fewer F&B objects.
4. UGPs’ positive effect on review helpfulness is stronger for lower-priced hotels than higher-priced hotels.
5. UGPs’ positive effects on review helpfulness are stronger for negative reviews than positive reviews.

The data and the analysis

We used a Python-based web crawler to collect the data needed for hypothesis testing from Qunar.com, one of the largest online travel agent (OTA) sites in mainland China. The data covered 12,138 hotels in Beijing, with about 1.16 million valid reviews and over 464,000 photos published by close to 900,000 users between January 2014 and April 2018. In this sample, about 9.84% (114,000) reviews were attached with UGPs.

We adopted YOLOv3 (You Only Look Once version 3), a real-time object detection algorithm, to identify the guestroom and F&B objects in UGPs. The top 10 guestroom objects identified include bed (15.34%), chair (14.55%), TV (6.23%), sink, toilet, couch, clock, remote control, refrigerator, and laptop.

The top 10 F&B objects included bottle (8.45%), cup (4.39%), bowl (2.82%), dining table, microwave, spoon, wine glass, oven, cake, and knife. Compiling with other numerical data, such as the number of helpfulness votes a review received, star rating of a review, etc., we then tested the hypotheses in a series of linear regression models.

The results

Our analyses confirmed the user-generated visual content’s positive effects on review helpfulness. Moreover, consumers rated UGPs with more product-specific images more helpful than those with fewer product-specific images (guestroom or F&B objects for a lodging product in this case). Such a positive effect becomes more salient for lower-priced hotels (than higher-priced hotels) and reviews with lower ratings (than reviews with higher ratings).

What do the research findings mean?

Besides this study’s theoretical contributions, the research findings provide a few specific practical implications for hotel managers, web admins managing online review platforms, and the consumers relying on online reviews for decision-making. Here, it is imperative to note that the following actionable suggestions are exclusive content only available in this viewpoint article but not in the original journal publication.

Hotel managers

• Strategically respond to selected reviews with UGPs.
• Respond to most, if not all, reviews with more guestroom objects in UGPs.
• For hotels with various F&B offerings, respond to the reviews with more F&B objects in UGPs.
• It is unnecessary for hotels with limited F&B offerings to pay attention to the reviews with F&B objects in UGPs.
• For hotels of a lower price, make every attempt to answer reviews with UGPs.
• Make sure to respond to reviews of lower ratings and with UGPs.

Web admins in online review platforms

• List those consumer reviews with UGPs at the top, allowing easy access for potential customers.
• Promote the reviews with more guestroom objects in UGPs, regardless of how many F&B offerings a hotel has.
• Promote the reviews with UGPs containing more F&B objects for the hotels with various F&B offerings.
• Cross-list or promote the reviews with more F&B objects in UGPs for the hotels even when internet users search for restaurant reviews.
• It is unnecessary to promote reviews with F&B objects in UGPs for the hotels with minimal F&B offerings.
• Highlight the reviews with UGPs, especially for the hotels of a lower price.
• Display the ones with UGPs first when internet users want to check out the negative reviews.

Consumers using online review websites

• Pay attention to the information conveyed in the reviews with UGPs in general.
• Pay even more attention to the reviews with UGPs that show more guestroom objects.
• Quickly skip the online reviews with UGPs showing more F&B objects if a hotel has limited F&B offerings or if the traveler does not plan to use the F&B services offered in the hotel.
• Pay attention to the reviews with UGPs that show more F&B objects only when the traveler also wants to use the hotel’s F&B services.
• In a search for hotels of a lower price, make sure to check out the reviews with UGPs carefully.
• When browsing through a hotel’s reviews for decision-making, pay special attention to those reviews of lower ratings and with UGPs.

The conclusion

Although our work is not without limitations, our analysis with an integrated analytical model that incorporates both econometric analysis and image-processing techniques yielded additional insights about user-generated visual content’s effect on online reviews. Once again, this study shows that a picture is indeed worth a thousand words.

How much attention do you pay to the pictures or videos attached to online reviews? Are those reviews attached with pictures or videos more influential in your decision-making? If so, in what way?

Note: This post was first published on MultiBriefs.com; The picture was also downloaded from MultiBriefs.com. 

Can Hotels Fine Guests for a Bad Review?

A hotel in Upstate NY has a policy to fine guests for bad reviews on online review sites.  Is it even legal?

The hotel says it never enforce the policy.  If so, why would this hotel put this policy out there for criticism?  Well, unless the management wants to get more attention, regardless if it is good or bad.

Check out more details in the following Fox News video.  

Are Customers Also Responsible for Their Dining Experience?

I recently read an interesting experiment from a famous restaurant in #NYC, where the owners compared customers' behavior of today and that of 10 years ago.  I wrote an article about it on MultiBriefs. 

 

Here is what was reported by the restaurant (and what I included in the article): 

July 1, 2004:

Customers walked in. 

They were seated with a menu.  Three out of 45 requested for a different seat. 

Customers spent about 8 minutes on the menu before closing it, indicating that they were ready to order. 

Servers instantly took the order. 

Appetizers were served in about 6 minutes (except for complex items). 

Two out of 45 customers sent items back. 

Servers remained attentive to customers. 

Checks were delivered when customers finished their meals. 

Customers left within 5 minutes. 

On average, it took 1 hour and 5 minutes from start to finish.

July 3, 2014:

Customers walked in. 

They were seated with a menu.  Eighteen out of 45 requested for a different seat.

Instead of opening the menu, they took their phones out. Some were taking pictures; others were just playing with their phones. 

Seven out of 45 had servers come over immediately. 

They showed something on their phone to the server and took about 5 minutes of the server’s time.  Later, the servers explained to the management team that the customers needed help with Wi-Fi connections for their phones. 

When servers approached customers for orders, most had not even opened the menu and asked the servers to wait.

Customers finally opened the menu, with their hands holding their phones on top of the menu. They were still playing with their phone. 

Servers came back to check with the customers. Customers asked for additional time. 

Customers were finally ready to order, with an average wait time of 21 minutes. 

Food began arriving in about 6 minutes (except for complex items). 

Twenty-six out of 45 customers spent about 3 minutes taking pictures of the food. 

Fourteen out of 45 customers spent an additional 4 minutes taking pictures of themselves or one another with the food in front of them. 

Nine out of 45 customers sent food back to reheat. 

Twenty-seven out of 45 customers asked servers to take a group picture for them.  On average, it took about 5 minutes of theirs and the server’s time until the customers were satisfied with the group picture. 

On average, customers spent 20 minutes more on the meal and 15 minutes more to pay and leave. 

Eight out of 45 bumped into somebody in the restaurant while they were texting and walking in/out of the restaurant. 

On average, it took 1 hour and 55 minutes from start to finish. 

I am thinking: Are customers also responsible for their dining experience?  How does technology has brought down (if it does in some way) people's dining experience?  In regarding to online reviews, what information matters most from online reviews --- The overall rating?  Service?  Quality of food? Or something else?

Last week, I visited Google LA Office with a friend.  We went there to pick up his Google Glass.  Supposedly, I should talk about my experience with the Glass, right?  But in fact, I would rather share with you my reflections on the tour.

I arrived 30 minutes ahead of schedule, but two Google associates had been waiting for me and my friend in front of the office.  They told me they were in the Google Glass Team.  In the LA office, there are about 20 members in the team.  Each team member is also part of the 3000+ “explorers” selected by Google to test the prototype.  For now, the Glass is only available (and tested) in the U.S. market.  Google seeks feedback from the explorers for product improvement.  Google also analyzes what people talk about the product on the internet.  During our visit, the associates spent two hours showing us step-by-step how to operate the Glass.  We were encouraged to spend as much time as we wanted until we felt comfortable with the Glass.

If you really want to hear my true opinions about the Glass, I must admit that I am not very excited about the current prototype.  It needs more improvement before it can become the next big thing.  I, however, was impressed with this innovative idea and Google’s effort on the product.  

Based on visits to Google (I also toured the Google Campus in Mountain View two years ago), it is not difficult for me to figure out why this company is doing so well in the market.  Today, almost 80% of smartphones being shipped in the global market operate on the Android platform.  As of August 17, 2013 (Saturday), Google’s stock is selling at $856.25 a share; Apple and Microsoft are selling for $503.10 and $31.80 a share respectively.  

What makes a company successful?  Besides other contributing factors, it appears to me that a company’s success must root in its ability to provide useful solutions for human beings.  Microsoft was very successful when it introduced Windows, allowing people to “communicate with” computers using the easy-to-understand “human languages.”  Apple became the most admired company when it introduced iPhone and iPad.  Today, both companies are still doing very well, but investors are showing concerns of their future.  At a point when a company is no longer able to provide innovative approaches to solve real-life problems, the halo around the company fades.  I am glad to see Google is very serious about the Glass and is actively seeking feedback from customers.  Because of that, I am expecting to see big improvement of the Glass soon.   

In the end, I would like share with you a 60 Minutes Interview by CBS.  It features Bill Gates on how he views technology and innovation.  I hope more companies and institutions will focus on research that helps people solve real-life problems.  Regardless how “small” a problem may look like, an innovative solution may have big impact to people’s lives.

Do you believe innovation is the key for success in business?  If so, where do innovative ideas come from?   

Relevant discussion:

Great Entrepreneurship Ideas Must Root in Useful Service 

Creating an Organizational Cultural that Nurtures Freedom of Thinking 

To check out more pictures about my tours of Google, please visit:
Facebook Album - Tour of Google LA Office

Facebook Album - Tour of Google Campus in Mountain View

SoLoMo for Social Media Strategists

A successful social media strategy must integrate three key components: “social,” “local,” and “mobile.” According to a recent special report in the Nation’s Restaurant News, $159 billion of U.S. retail sales in 2012 were influenced by SoLoMo. Over 116 million people own smartphones. In July 2012 alone, 90 million American had accessed retail information on their mobile devices. Additionally, 38% of mobile users opted in to receive location-based promotional text messages and that 18% used a location-based social media app such as Foursqure to check in at a venue. How can any business come up with an excuse of not participating in SoLoMo?

The following include some best practices and direct quotes from the report. For example, Texas Roadhouse initiated a “TextUs Loyalty Club” campaign. The redemption rate reached 17% during a six month trial period, much higher than those using other media sources.

Nearly two fifth of Pita Pit’s new likes came from smartphone users on Facebook’s app.

“We listened to our most passionate fans and found exciting ways to get the Cool Ranch (Doritos Locos Taco) in their hands before it was available nationwide… We doubled our YouTube views in one month and saw our engagement go through the roof… (We) start with listening to what is trending and what our consumers are saying.” --- Tressie Lieberman (@tresslieberman), Director of Digital and Social Marketing, Taco Bell, a Division of Yun! Brands Inc.

“We’re just starting to look at Vine and Instagram, and we’re asking our customers how they’d interact on that platform (Vine).” --- Caroline Masullo (@CMM2B), Director of Digital and Social Marketing, Pizza Hut, a Division of Yum! Brands Inc.

“Traffic and sales are the most critical (return on investment) measures. We also measure brand perception and likelihood to suggest the brand or menu item (to friends). We also pay close attention to how our community is growing.” --- Jill McFarland, Senior Manager of Digital and Social Media, Applebee’s, a Division of DineEquity Inc.

“Twitter is a more casual and conversational medium than Facebook and really lends itself to interacting with consumers in a fun way. A&W has such a great mascot that we want to utilize as much as possible, so why not put Rooty in charge of guest listening?” --- Rooty and Great Root Bear, Mascot and Spokesbear, A&W Restaurants Inc.

“When hired, Wion was charged with aligning McDonald’s U.S. social media strategies and tactics with U.S. and global disciplines…We have guidelines on how people talk about their jobs in their own social feeds. Our customer service team has been a part of our social media efforts from the beginning, and our insights teams work more with us, as well, taking what we monitor in social and using it to inform operations, culinary and HR.” Rick Wion, Director of Social Media, McDonald’s Corp.

As a professional in social media field, what lessons do you learn from these best examples and social media strategists? What other best examples may you share with us?

As a customer, which mobile app has the most engaging experience (with you)? What are the cool mobile apps that you are using? Do you mind recommending some of those cool apps to us?

Relevant Discussion: 

“SoLoMo”and Legislation

Is It a Good Business Strategy to Offer Phone-Free Discount?

References:

Nation’s Restaurant News. (April 15, 2013). Special Report: Harnessing the power of social media. p. 12-20.

The infographic was downloaded from Mashable.com. 

We Have Good Reasons to Become Facebook Addict, Psychologists Said

“Yes, yes, I know. I should have stopped, but please just let me finish posting this update …” God knows how difficult it becomes these days to get people’s attention away from Facebook or just any social media platforms. People are tempted to check news feeds and updates.  

Let me ask you another question: When was the last time you checked your Facebook? Was it just a minute ago before you put down your cell phone? Or right in this moment while you are trying to share my discussion on Facebook? For a long time, Facebook has become the most visited website in the U.S. (3^rd place in the world) and the website on which Americans spend the most time. There must be a good reason why people can’t have enough with Facebook.

According to recent report on Monitor on Psychology: A Publication of The American Psychological Association, Facebook indeed has the “magic” to satisfy people’s need for connectedness and self-promotion, boost people’s self-esteem, and help people maintain offline relationship. If people feel lonely and disconnected, they can find comfort on Facebook. If they are not feeling lonely, they can also go to Facebook to maintain their social connections. So, Facebook attracts people, regardless how lonely or social people feel.

Research evidence also shows that people who look at their own Facebook page for as little as three minutes can show a significant increase of self-esteem as compared to the control groups who either look at themselves in a mirror or simply wait in a room for three minutes. It is believed that the “Photoshopped version” of people themselves have a positive effect on their self-esteem.

Facebook can also be considered as a means to build a person’s social capital. Because of Facebook, people can now access the updates of their friends, which they would not be able to do otherwise, and thus, have fewer chances of missing out a story or sometimes, a job opportunity.

Is that so? What is your reason of using Facebook? Do you think Facebook help you boost your self-esteem? Does Facebook or social media in general allow you to maintain a closer relationship with your friends and family? Furthermore, are you addicted to Facebook or social media in one way or another? Or do you know anyone who is addicted to Facebook or another social media tool? Please feel free share your stories with us.  

References:

Winerman, Lea (2013, March). What draws us to Facebook? Psychologists and communication researchers are studying how Facebook so successfully lures us in. Monitor on Psychology: A Publication of The American Psychological Association, 44(3), 56-58.

The picture was downloaded from the Joking Cobra Blog. 

Online Reviews: Why does it matter?

How many times have you clicked on the rating and reviews for a product or service? Did those reviews become the deciding factor in your purchase? Over the past five or so years there has been a significant increase on the use of websites featuring customer ratings and reviews of products and services. These websites include (but not limited to):

Yelp

Google

Amazon

Tripadvisor

Toptable

Increasingly the importance and weight of online reviews have grown to the point they may affect the profits and returns of businesses. Local/small businesses seem to have the most to gain (or lose) from this, and it shows accordingly. In an article by Myles Anderson, he states that “More local consumers are now taking notice of online reviews and online reviews are an important factor in deciding which local business to use. Consumers appear to best swayed by location and price which don’t represent any guarantee of quality or reliability.” Supporting Anderson’s statement, it is found that approximately 52% of consumers are more likely to use a local/small business if the reviews show to be positive.

However, local/small businesses are not the only businesses heavily affected by the increased significance of online reviews. The success or failure of hotels and restaurants is starting to become heavily dependent upon these customer reviews to the point where even just a half-star increase in rating can prove to have a positive effect on bookings.

With the growing importance of online reviews one must begin to question the legitimacy of some or many of them. It is not an uncommon phenomenon, today, for businesses to go on consumer review sites to post fake reviews in their favor. These reviews are often very biased and overly enthusiastic and often used to counteract negative reviews floating around. Though this is becoming more of a problem as the internet expands in everyday lives, some websites like Tripadvisor are trying to prevent businesses from doing so on their sites.

 

How important are online reviews to you? Will you regard them as much as personal recommendations?

 References:

Anderson, Myles. "Column: Local Search." Search Engine Land. N.p., n.d. Web. 20 Jan. 2013.

"Customer Reviews Affect 6 in 10 Online Shoppers." MarketingCharts. N.p., n.d. Web. 20 Jan. 2013.

Doward, Jamie. "How Online Reviews Are Crucial to a Restaurant's Takings." The Guardian. Guardian News and Media, 01 Sept. 2012. Web. 20 Jan. 2013.

"The Importance of Online Reviews for Local Businesses | US Daily Review." The Importance of Online Reviews for Local Businesses | US Daily Review. US Daily Review, n.d. Web. 20 Jan. 2013.