Getting Started: Creating an Online Presence

Visit Brookings .........................................................

Facebook ..................................................................

Google Business Profile............................................

Tripadvisor ................................................................

Apple Business Connect...........................................

Yelp ...........................................................................

Recommendations ....................................................

Asking for Reviews ...................................................

Customer Service......................................................

Brookings Tourism Ambassador Program...............

Great Face and Great Place.....................................

ABOUT VISIT BROOKINGS

Visit Brookings is the official destination marketing organization dedicated to promoting tourism through local businesses, attractions, and events in Brookings, South Dakota We serve as a resource for providing information to visitors about places to stay, dine, explore and experience while in Brookings

MEET THE TEAM

LAURASCHOENCARBONNEAU Executive Director

BRIDGIT BURGHARDT Director of Operations and Sales

KATE SOLBERG Director of Marketing

WHY ONLINE PRESENCE MATTERS?

In 2023, Visit Brookings implemented an Online Reputation Program to increase the online presence of attractions, restaurants, businesses, etc in Brookings Understanding now more than ever, visitors are searching online for places to eat, things to do and where to travel next Providing visitors with information through the Visitor Guide and VisitBrookingsSD com is just the beginning The ability to search and read reviews about places within the community from people who have visited provides a sense of trust in our businesses and attractions A 2021 Tripadvisor study emphasized the importance of online reviews with 3 out of 4 people surveyed stating online reviews are extremely or very important when making travel decisions

Consider the following:

Claiming your business is free marketing and one of the easiest ways to be top-of-mind to thousands of potential customers.

Managing your online reputation doesn’t have to take a lot of time Set a schedule to check your profile and respond as needed

Embrace both positive and negative reviews While positive feedback is great, negative reviews offer valuable insights Consistent negative feedback signals areas for improvement

If you don’t manage your online reputation, someone else will Be part of the conversation

In the ever changing world of AI, new information is pulled and sourced from different platforms such as Tripadvisor to fill search requests including on Google

FACEBOOK

Adding a business profile to your Facebook account allows you to utilize Meta Business Suite. Within Meta Business Suite you are able to respond to comments, schedule posts, view analytics and more with your connected Facebook and/or Instagram accounts.

Why Should Your Business Have a Meta Business Account?

Account is tied to an organization, if a staff member leaves the account can still be within the organization.

Ease of use to schedule, post and reply to followers.

Enables reviews to be left on a Facebook account.

How to Create a Business Account:

Using your personal Facebook Profile, visit business.facebook.com/overview.

Click Create account.

Enter the name of your business, your name and your work email address Click Next

Enter your Business details and click submit

How to Edit a Business Account in Meta Business Suite:

Log in to your Business page at facebook com

Click on Meta Business Suite

Click on the Settings (settings appears as a gear)

In Settings, click Page settings

In Page settings update your profile as needed

How to Add Reviews to a Facebook Page:

Log in to your Business page at facebook com

Click on Meta Business Suite

Click on the Settings

In Settings, click Page settings

In Page settings, click on Privacy

In Privacy click on Page and Tagging

In the first box Page, toggle the button to blue for “Allows others to view and leave reviews on your Page?”

GOOGLE BUSINESS PROFILE

A Google Business Profile enables your business be shown as a listing when searched on Google or within Google Maps

Why Should Your Business have a Google Business Profile?

Your business will be searchable on Google and Google Maps

Business listings with ratings and reviews rank higher on the search engine results page, making it easier for customers to find you

Enables customers to do business directly from your Google listing including ordering, bookings, getting quotes and more.

How to Get Started:

Visit google com/business/

Click “Manage Now” or “Sign in” if you already have a Google account

If you do not have a Google account you will need to create one at google com/accounts

Enter your business name

Enter your business address

This will need to be a physical address and cannot be a post office box

Select if you are a storefront or a service provider

Most businesses and attractions will select storefront in Brookings Select service provider if the business does not allow customers or visitors to stop by the address.

Choose your primary business category.

Add your phone number and website information

Verify your local listing

Verification can occur through phone, text, email or video and can take up to 7 business days.

Finish populating your Google Business Profile

Add photos, an about section, incorporate social media platforms, etc You will be able to edit this information

How to Edit Your Current Listing:

Visit google.com/business/.

Click “Manage Now” or “Sign in” to access your account.

Click on Edit Profile to Update.

Information updated in this section includes about, contact information, address, business hours, amenities and accessibility, etc.

TRIPADVISOR

Tripadvisor is one of the most popular travel planning sites for travelers to visit, read and leave reviews.

Tripadvisor is free and allows you to edit your listing, add photos, change information and respond to reviews

Why Should Your Business Be On Tripadvisor?

Tripadvisor has 455 million monthly visitors who plan and book their trips

Information from Tripadvisor is pulled to populate different Google search results

‘Brookings, SD 2024: Best Places to Visit’ is the fifth listing when “Brookings, SD” is searched

Be in control of your listing Reviewers and third-parties can create a listing on Tripadvisor Unclaimed listings may provide incorrect information to visitors

How to Get Started:

Create a Tripadvisor account at tripadvisor com

Visit tripadvisor.com/Owners

Search your business

If your business shows up, skip the following steps and begin at How to Claim your Business.

If your business does not show up proceed to the next step.

Select List it Now

You will be redirected to “Add a place to Tripadvisor” or tripadvisor.com/CreateListing.html

Follow the steps prompted. Designate your type of business, your role, name of business, description, address, contact info including website, hours, etc

Submit the listing

Once the listing has been submitted, Tripadvisor will verify it is a real business and meets the guidelines for their website This typically takes about 5 days

How to Claim your Business:

Search your business.

Hover over “Unclaimed” on your business listing next to the name.

Click “Claim your free listing now”

If you are not logged in, it will prompt you to sign in or create an account

Confirm your details

Designate your type of business, your role, name of business, description, address, contact info including website, hours, etc

Verify your listing

Submit the listing

Once the listing has been submitted, Tripadvisor will verify it is a real business and meets the guidelines for their website This typically takes about 5 days

APPLE BUSINESS CONNECT

Creating an Apple Business Connect account is how visitors find you on Apple Maps and using Siri or search on iOS devices Apple Business Connect, similar to Google Business Profile, is free and easy to edit and update

Keep in mind Apple Maps does not collect reviews They generally pull reviews from Yelp or Tripadvisor Consider having an active Yelp and Tripadvisor account as well

Why Should Your Business Be On Apple Business Connect?

Control how people see your business on iOS devices

Share limited-time offers and announcements through Showcases.

Meet customer needs with actions.

How to Get Started:

Create an Apple ID for your business at businessconnect apple com

Sign up now and enter in contact information for the main user of the Apple Business account.

You can add additional team members later

Type in your business name

Add address and relocate the pin to your address

Alternatively type in coordinates.

Complete the rest of your business information.

Contact info including website, hours, etc

Add photos, logo, and cover image

Save Your Listing

How to Update or Edit your Listing:

Log in to your Apple Business Connect account on businessconnect apple com

Click Info

Edit information on the main page

Additional information such as showcases, link to your app and good to know info can be added.

Click save.

YELP

Yelp, similar to Tripadvisor, is a review based platform. Visitors and customers can leave reviews on a business’ page to share their experience Yelp is free and easy to manage

Why Should Your Business Be On Yelp?

Yelp has 80+ million people visit each month

Be in control of your listing. Reviewers and third-parties can create a listing on Yelp. Unclaimed listings may provide incorrect information to visitors.

How to Get Started:

Visit biz.yelp.com/claim.

Type in your business name.

If you do not see your business proceed to the next step.

If you do see your business, skip to Claim your Business.

Create a free business user account.

Create an account and verify your account

Follow the steps prompted.

Designate your type of business, your role, name of business, description, address, contact info

including website, hours, etc

Submit the listing

Once the listing has been submitted, Yelp will verify it is a real business and meets the guidelines for their website This typically takes a few business days

How to Claim your Business:

Visit biz yelp com/claim

Type in your business name

Hover over Unclaimed and click on “Claim this business”

Create a free business user account or log in to your account

Follow the steps prompted

Designate your type of business, your role, name of business, description, address, contact info including website, hours, etc

Submit the listing

Once the listing has been submitted, Yelp will verify it is a real business and meets the guidelines for their website. This typically takes a few business days.

RECOMMENDATIONS FOR ALL PLATFORMS

Update your profile.

Find a routine that works for best your business (This could be bimonthly, once a month, once a quarter, etc.) Ensure your information is complete, accurate and up to date. Update business hours for holidays or special events (ie. closed 4th of July or shortened hours on Christmas Eve).

Edit the public URL to be your business name instead of a generated string of numbers and letters (ie Facebook com/VisitBrookingsSD)

Add pictures

Adding photos is a great way to show potential visitors what to expect at your business or attraction.

Aim for at least ten photos, although listings with 30+ have more traveler engagement according to Tripadvisor

Ask for reviews

Find a routine that works for your business to ask for reviews.

Remember to take time to respond to reviews and to monitor for spam reviews.

Use the platforms that make sense to your business.

Visit Brookings recommends businesses utilize Facebook, Google Business Profile and Tripadvisor

Additional review platforms can be beneficial to reach additional guests See additional information earlier in this document.

ASK FOR REVIEWS

Asking for reviews is an important part of building an online presence and reputation. Each business will need to establish the best fit for their organization for example, a hotel will ask and receive reviews differently than an attraction or Downtown Brookings’ boutique How to Ask for Reviews:

Include links to leave a review in your email newsletter

Include links to leave a review on an online confirmation or receipt

Mention it directly to guests

Have table tents with QR codes linked to review websites to scan in high traffic areas or near the pointof-sale.

Post on social media asking customers to provide feedback or share their experience.

Place a Tripadvisor, Google Business or Yelp window cling on your windows or doors for guests to see as they enter or exit.

Utilize TV screens or digital monitors within your business to show a “Leave a Review” slide.

Send a follow up email after the guest’s visit to thank them for coming and to leave a review. The follow up needs to be completed within two weeks for the most accurate review

Respond to Reviews

After receiving reviews, it is important to interact with them by liking the review or replying to the commentor Responses should be authentic and personalized to each review Avoid using pre-written responses

Responding to Negative Reviews

Allowing reviews on your business may provide a few negative reviews Respond to the reviews in an appropriate manner Understand and acknowledge what the commentor posted and how your business may remedy the error in the future. Negative reviews happen and can be great feedback for businesses to implement changes or discussions. If a review is inappropriate or offensive, individual platforms have tools to remove the review.

WHY CUSTOMER SERVICE MATTERS

Customer service is the support and assistance given to customers and guests before, during and after the purchase of goods and services. How you and your employees treat your customers may show up in your online reviews.

Customer service can include answering questions, resolving complaints, interacting with visitors and offering assistance everyday or when a situation arises Service can be provided in-person, over the phone and online through email or social media

Why Does Customer Service Matter?

Retain Existing Customers

Happy customers are more likely to become repeat business which can lead to an increase in revenue

Generates Referrals

Positive online reviews and word-of-mouth reviews from previous customers can have a large impact on future customers choosing where to spend their time and money.

Differentiate From Competitors

Offering top of the class customer service will set your organization apart from others

Boosts Employee Retention

Companies with strong customer service are more likely to have employees who are advocates for their organization.

Proactively Address Customers

Employees work with customers and visitors daily and can gain valuable information on common issues within a business along with different ways to prevent the issue happening to future customers

BROOKINGS TOURISM AMBASSADOR PROGRAM

The Brookings Tourism Ambassador Program aims to provide frontline employees and volunteers with learning experiences to enhance their knowledge of the region and improve their customer service skills. This certification equips participants with the resources and tools to effectively address visitors questions

The program will roll out in summer 2024

For Employers:

Increases staff’s knowledge of Brookings

Increase confidence in addressing visitor questions and providing resources

Offer your employees opportunities to connect and learn from others in the industry

Meets requirements for the hospitality training portion of the South Dakota Great Place designation

Program Requirements:

Complete required reading

Attend 4-hour in-person class

Complete learning assignments

Complete open-book examination

For Employees:

Receive an industry recognized credential

Gain destination awareness

Develop valuable skills to enhance your resume

Attend networking opportunities within the Brookings community

Meets the hospitality training requirement for the South Dakota Great Face designation

Cost:

There is a one-time non-refundable, non-transferable application fee of $25 per person and an annual Early Bird renewal fee of $10 or Regular Fee of $20.

For more information scan the QR code or head to VisitBrookingsSD.com and click Industry Relations

GREAT FACE AND GREAT PLACE

Every year Travel South Dakota (South Dakota’s Department of Tourism) releases an application to be designated as a Great Face or Great Place in South Dakota Brookings has continuously had the most Great Place designations in the state for the last few years Great Face designation is for the employee whereas Great Place is for the organization Application opens February 2024 and closes October 2024 for both designations.

Apply to be a Great Face:

Go to sdvisit.com/training-hospitality/south-dakota-great-face-program.

Click South Dakota Great Face Application Form.

Follow the application steps.

Apply to be a Great Place:

Visit sdvisit.com/training-hospitality/south-dakota-great-place-program.

Click South Dakota Great Place Application Form.

Follow the application steps.

2023 Great Places in Brookings:

Children's Museum of South Dakota

Dacotah Bank Center

McCrory Gardens at SDSU

South Dakota Art Museum

The Carrot Seed

The Lanes

Visit Brookings

ADDITIONAL SUPPORT

Looking for additional ways to increase your online reputation or support for building your online presence?

Reach out to Visit Brookings.

We are here to help and provide assistance with growing your online presence Stop into our office at

1321 6th St or email Kate at Kate@VisitBrookingsSD com to set up a meeting

For Google specific recommendations and support visit google.com/business/resources/ Google has resources for everything including small businesses and how to create a Google Ad

For Tripadvisor specific support visit tripadvisor.com/business.

Understand the importance of including your business on Tripadvisor as well as how to manage and make the most of your listing

For Facebook and Meta visit facebook.com/business

Meta offers free and paid courses to learn more about the platform

Travel South Dakota is a great resource for businesses in the travel industry and beyond.

Visit sdvisit.com to learn more.

Travel South Dakota offers a free Online Hospitality Training available to anyone, but is focused on front-line employees in the travel and tourism industry.

We have great community partners that can provide additional assistance in their niche areas.

Brookings Area Chamber of Commerce

Brookings Economic Development Corporation

City of Brookings

Downtown Brookings