Social Media: An introduction and how it applies to the Hotel & Hospitality Industry

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  • 1. COMET | HELLO | Social Media An introduction and how it applies to the Hotel & Hospitality Industry comet branding | pr | social media
  • 2. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 3. POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing comet branding | pr | social media
  • 4. POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing Tweet  =  microblog  post  that  is  <140   characters  long,  o8en  containing   shortened  links  (URLs)  to  informaAon  on   other  sites. comet branding | pr | social media
  • 5. POP QUIZ | SOCIAL MEDIA | 2. In text and social media-speak, what does “LOL” mean? a. Leaves Of Lettuce b. Lots of Losers c. Laughing Out Loud d. Lack Of Logic comet branding | pr | social media
  • 6. POP QUIZ | SOCIAL MEDIA | 2. In text and social media-speak, what does “LOL” mean? a. Leaves of Lettuce b. Lots of Losers c. Laughing Out Loud d. Lack Of Logic comet branding | pr | social media
  • 7. POP QUIZ | SOCIAL MEDIA | 3. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+ comet branding | pr | social media
  • 8. POP QUIZ | SOCIAL MEDIA | 3. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+ comet branding | pr | social media
  • 9. POP QUIZ | SOCIAL MEDIA | 4. What does “OMG g2g PITR <3u TTLY” mean? a. I have no idea. b. I don’t want to know. c. Generations Y and Z are in serious trouble. d. Oh my god. Got to go. Parents in the room. I love you and will talk to you later. comet branding | pr | social media
  • 10. POP QUIZ | SOCIAL MEDIA | 4. What does “OMG g2g PITR <3u TTLY” mean? a. I have no idea. b. I don’t want to know. c. Generations Y and Z are in serious trouble. d. Oh my god. Got to go. Parents in the room. I love you and will talk to you later. comet branding | pr | social media
  • 11. POP QUIZ | SOCIAL MEDIA | 5. On which social media site can you find information about your company and/or industry ? a. Facebook b. YouTube c. Twitter d. LinkedIn e. all of the above comet branding | pr | social media
  • 12. POP QUIZ | SOCIAL MEDIA | 5. On which social media site can you find information about your company and/or industry ? a. Facebook b. YouTube c. Twitter d. LinkedIn e. all of the above comet branding | pr | social media
  • 13. POP QUIZ | SOCIAL MEDIA | 6. How many searches does Google handle per month? a. 15.3 million b. 32.7 million c. 807.4 million d. 12.6 billion e. 76.7 billion comet branding | pr | social media
  • 14. POP QUIZ | SOCIAL MEDIA | 6. How many searches does Google handle per month? a. 15.3 million b. 32.7 million c. 807.4 million d. 12.6 billion e. 76.7 billion comet source: comScore branding | pr | social media
  • 15. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 16. WHAT IS | SOCIAL MEDIA? | Any online media that enables people to interact with one another. Also referred to as: • Web 2.0 • Digital media • New media • Social networking comet branding | pr | social media
  • 17. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? | • Shifting how people discover, read and share ne ws, information and content. • Fusing sociology and technology • Allowing people to connect in the online world to form both personal and business relationships - in the offline world. comet branding | pr | social media
  • 18. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |
  • 19. WHAT IS | SOCIAL MEDIA DOING TO OUR WORLD? |
  • 20. SOCIAL MEDIA | CATEGORIES | 1. Networking sites: social, business, both 2. Blogs and microblogs 3. Forums and discussion boards 4. Content-sharing: photos, video, knowledge 5. Social bookmarking 6. Wikis 7. Tools / Resources comet branding | pr | social media
  • 21. SOCIAL MEDIA | NETWORKING SITES | Online communities of people who share interests and/or activities. Most are Web based and provide a variety of ways for users to interact: e-mail, instant messaging and bulletin boards. comet branding | pr | social media
  • 22. SOCIAL MEDIA | BLOGS & MICROBLOGS | Word derived from “web log”. Combines text, images, and links to other blogs, Web pages, and other media related to its topic. Readers can comment on content. Microblogs, offer similar functionality, but in a limited number of characters per entry. comet branding | pr | social media
  • 23. SOCIAL MEDIA | FORUMS & DISCUSSION BOARDS | 43,800 members 1 million+ members 52,000+ members 26,000+ members comet branding | pr | social media
  • 24. SOCIAL MEDIA | CONTENT-SHARING SITES | Photos Video Slides, Whitepapers Audio comet branding | pr | social media
  • 25. SOCIAL MEDIA | SOCIAL BOOKMARKING | Method for Internet users to store, organize, search, and manage bookmarks; a system of content categorization. Users save links to Web pages that they want to remember and/or share. comet branding | pr | social media
  • 26. SOCIAL MEDIA | WIKIS | Web site that uses a specific kind of software that allows multi-user and multi-location creation and editing of interlinked Web pages. comet branding | pr | social media
  • 27. SOCIAL MEDIA | TOOLS | Web-based or desk top applications that enable ease of use, measurement, integration of multiple platforms, etc. Many are free; some are subscriber- based. comet branding | pr | social media
  • 28. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 29. SOCIAL MEDIA | WHO IS USING IT? | Source:  Cone,  Inc.  study,  Sept  2009 comet n=  1,048   ages  18+ branding | pr | social media
  • 30. SOCIAL MEDIA | PEOPLE INTERACT WITH BRANDS ONLINE | Source:  Cone,  Inc.  study,  Sept  2009 comet n=  1,048   ages  18+ branding | pr | social media
  • 31. SOCIAL MEDIA | BRANDS SHOULD BE ONLINE | Source:  Cone,  Inc.  study,  Sept  2009 comet n=  1,048   ages  18+ branding | pr | social media
  • 32. SOCIAL MEDIA | POSITIVE SENTIMENT TOWARD BRANDS ONLINE | Source:  Cone,  Inc.  study,  Sept  2009 comet n=  1,048   ages  18+ branding | pr | social media
  • 33. SOCIAL MEDIA | WHO USES FACEBOOK? | US: 91.2 m source:  istrategy  labs comet branding | pr | social media
  • 34. SOCIAL MEDIA | WHO USES TWITTER? | US monthly visitors: 27.6 m 52% Age 35+ 56% Higher Ed. Varied Income Grad School $0-30k 18-34 College $30-60k 35-49 No College $60-100k 50+ $100k + comet source: Quantcast.com 9.09 branding | pr | social media
  • 35. SOCIAL MEDIA | WHY? What’s the big deal? | What’s the big deal about social media? 1. Immensely measurable. • Nearly real-time response rates. • Many interactions can be tracked all the way from initial touchpoint to close of a sale. • It doesn’t get any better than that. comet branding | pr | social media
  • 36. SOCIAL MEDIA | WHY? What’s the big deal? | 2. Flexible and customizable. • As many customer touch points as your company is able to manage effectively. • Useful for multiple functions within an organization, not just marketing and PR. • Product managers, customer service, senior executives and junior staff can all play a strategic part. comet branding | pr | social media
  • 37. SOCIAL MEDIA | WHY? What’s the big deal? | 3. Less money and better results (*61% lower cost per lead) than traditional media strategies. 4. Establish deeper connections - CONVERSATIONS - with your existing customers, increasing loyalty and building an army of brand ambassadors. 5. Competition may already be there, shaping the industry discussion or possibly even telling your story for you- in a way you would not necessarily appreciate. *Hubspot comet branding | pr | social media
  • 38. SOCIAL MEDIA | WHY? What’s the big deal? | 6. Employees are already using social media, maybe even on your behalf, without your oversight or knowledge. • Leverage their knowledge, their personal and professional networks and their savvy to increase your company’s reach in a positive way. 7. Customers are definitely online. • Many are actively using social media, searching for information and support. They need someone to give it to them. • Add value to their search, and they’ll become advocates, not just customers. comet branding | pr | social media
  • 39. SOCIAL MEDIA | RESOURCES FOR FURTHER READING | Books: • Socialnomics - Erik Qualman • Social Media is a Cocktail Party - Jim Tobin • Groundswell - Charlene Li and Josh Bernoff • Naked Conversations - Robert Scoble and Shel Israel • Personality Not Included - Rohit Bhargava • Tribes - Seth Godin Blogs: • Mashable.com • NowIsGone.com • web-strategist.com/blog/ comet branding | pr | social media
  • 40. SOCIAL MEDIA | TOOLS + RESOURCES TO CONSIDER | • General - Namechk.com: Checks the availability of usernames across platforms. • Twitter - Twellow: Powerful search tool for people, categories, key words, etc. - BudURL: URL link minimizing tool that lets you track click-throughs. - Tweetdeck: Desktop application that enables groupings, favorites, etc. • Facebook - InsideFacebook.com: Offers tips and insights into optimizing FB for your brand, e.g. downloadable Facebook Marketing Bible. • YouTube - www.youtube.com/advertise: Offers insights into how the platform can be customized and utilized by your brand. • Blogging - WordPress: Blog platform that enables significant customization (moderate+) - Blogger: Do-it-yourself blog platform offering templates (basic) comet branding | pr | social media
  • 41. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 42. GRAND GENEVA RESORT | PROOF | CASE STUDY | During the second quarter of 2009, Milwaukee-based Marcus Hotels & Resorts made the decision to get involved with social media. The company felt it was an important new strategy to reach the company’s objectives of increasing sales for room occupancy and in the restaurants/outlets at its various properties across the country. Enter Comet. The agency was enlisted by Marcus to develop a game plan for property-specific social media strategies and execution. One of the first properties to which Marcus deployed Comet was the Grand Geneva Resort & Spa in Lake Geneva, Wisconsin. The Resort was looking for new ways to grow business and to engage with past and potential guests on an ongoing basis through social media. comet branding | pr | social media
  • 43. GRAND GENEVA RESORT | PROOF | THE PLAN | As part of the structured plan for social media activities developed by Comet, the Resort decided to promote their snow sports offering by giving away free lift tickets for the opening weekend of its ski hill. Comet developed a holistic program that would include strategies to leverage social media social media and build an engaged community online. As a main component of the program custom Facebook program was developed and deployed that allowed fans of the Resort to print free vouchers. In addition, Comet produced and launched a series of social media videos on YouTube as well as an ongoing Grand Geneva Trivia program on Twitter and Facebook to drive ongoing engagement, interaction and conversation. comet branding | pr | social media
  • 44. GRAND GENEVA RESORT | PROOF | THE RESULT | SUCCESS! • Grand Geneva has seen its social media community grow by over 30 times its original size • Customer engagement and evangelism have skyrocketed online through increased comments and posts to Facebook, Twitter and elsewhere. • This promotion generated more phone inquiries than any other promotion executed in the last six years. • The Resort experienced its largest opening ski weekend ever, with equipment rental, food and beverage sales benefitting from the large turnout of people. • According to the Resort, one of the biggest successes of the weekend, was the large number of new skiers/snowboarders that came out to The Mountain Top for the first time. • Over 1,800 vouchers were redeemed throughout the weekend. • As of the end of January the ski hill is up 9.3% over last year. comet branding | pr | social media
  • 45. GRAND GENEVA RESORT | PROOF | THE DETAILS | A custom Facebook tab was created on the Resort’s fan page. Once visitors came to the fan page, they had to become a fan to access the custom tab. From there they were able to download a printable voucher to bring with them to The Mountain Top at Grand Geneva opening weekend. It gave them free access to the hill all weekend. comet branding | pr | social media
  • 46. GRAND GENEVA RESORT | PROOF | ONGOING ENGAGEMENT | With a fan base of over 3,000, the next challenge continues to be providing additional content that the community finds valuable and engaging. Comet’s approach to this has included the following tactics: ‣ Social media videos - Comet works to interview key personnel at the Resort to provide an insider’s view of different aspects of the Resort and pull out the individual personalities. The videos are posted on YouTube and linked out to Facebook and Twitter. ‣ Eight videos have been posted on a weekly basis totaling 852 views on YouTube. The following is a list of the videos: • “Pre-season Tips at The Mountain Top at Grand Geneva” (a series of four videos about how to prep equipment for the ski season) - 467 total views • “Opening Weekend for Ski at Grand Geneva Resort” - Hans provides information about how the ski hill prepares for opening weekend and clears up rumors that there is fish guts in the snow - 153 views • “Hooray for Holidays! at Grand Geneva” - Producer Kevin Raymond talks about the preparation for the annual show at Grand Geneva - 76 views • “Meet Ron” - Grand Geneva Trolley Driver - A favorite employee among Grand Geneva guests shares some of his favorite memories at the Resort - 61 views • “Snowboard Boot Fitting Tips” - 57 views comet branding | pr | social media
  • 47. GRAND GENEVA RESORT | PROOF | ‣ Weekly trivia - Each week a new prize and trivia question is posted to the Facebook fan page and sent out through Twitter. The questions are written in a way so that the fans have to guess the correct answer. All questions are related to the Resort property or to upcoming events taking place at the Resort. ‣ Examples of questions and the number of responses include: - How many chairs are on the B chair lift at The Mountain Top at Grand Geneva? - 60 responses - In light of our annual coat drive going on right now an dour partnership with the local Clothing Outreach Center of Walworth County, what charity is most important to you? - 27 responses - How many Christmas trees are up INSIDE the Grand Geneva property? - 76 responses - How many hours did it take to build the sleigh snow sculpture that is on the Grand Geneva property? - 58 responses - How many songs are performed during the Hooray for Holidays! show at Grand Geneva? - 40 responses - Using a snow-making machine, how many gallons of water can be converted into snow PER MINUTE? - 34 responses - How many pounds of turkey are the chefs at Grand Geneva preparing for Thanksgiving brunch this year? - 10 responses - What type of animal can be found living in a tree on the Grand Geneva property (not typically found in a tree)? - 20 responses comet branding | pr | social media
  • 48. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 49. HOTELS & HOSPITALITY | SIMPLE IDEAS | • Use Twitter + Twitpic to pre-promote and show daily lunch • Use photos and video to help your events live beyond the specials. day they happen (storytelling + showing what they missed) • Use Twitter + Twitpic to pre-promote and show daily dinner • Use blog and video to show the inside story and specials. personality of your property, restaurants and outlets. • Use Twitter + Facebook to post messages and photos • Use social media to tell stories about the little stuff. (even video) of whatʼs happening right now at your cool • Promote promotions/immediately. event. Ads connector/community/ tra ffic  dr ing ive ild r/c bu contests on ss   ve ne rsa are A aw on pla Qo g rm arin /ag h gre nt  s gat  co nte o r eo vid
  • 50. SOCIAL MEDIA | OVERVIEW | Pop Quiz! Chapter 1: What is social media? Chapter 2: What it can do for business Chapter 3: What has it done for Grand Geneva? Chapter 4: What does this mean to your property? Chapter 5: Comet details comet branding | pr | social media
  • 51. COMET TEAM | IS LED BY | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR and social media. Marketing + Branding + Public Relations in Traditional + Social Media Al Krueger founder | partner | right brain 10 years of client and agency side experience in branding, marketing, PR and social media. comet branding | pr | social media
  • 52. COMET | COMPETENCIES | BRANDING MARKETING PUBLIC REL ATIONS ‣ Strategic Brand ‣ Strategy and Plan Creation ‣ Strategic Public Relations Development and Planning Media, Blogger an Analyst ‣ Event Concept Development, Relations ‣ Brand Platform Creation Event Promotion and Management ‣ Media Training ‣ Voice and Messaging Development ‣ Marketing Collateral ‣ Interview Management Creation and Copywriting ‣ Brand Name and Trademark ‣ Planning and Execution Concepts ‣ Statistics and Return on ‣ Product Launch Programs Investment Tracking/ ‣ Analysis: Strengths, Monitoring ‣ Strategic Partnership and Weaknesses, Opportunities, Sponsorship Development Threats ‣ Market Research and Insight ‣ Spokesperson Services ‣ Rebranding and Evolution ‣ Story Writing and Media Material Development ‣ Event Concept Development, Event Promotion and Management comet branding | pr | social media
  • 53. COMET BRANDING + PR | COMPETENCIES | SOCIAL MEDIA ‣ Social Media Research ‣ Corporate Social Media ‣ Development of Social Guideline and Policy Media Gathering Places ‣ Competitive Analysis Development ‣ Ongoing Participation: ‣ Strategic Plan Development ‣ Internal Social Media Driving Conversation and ‣ Story Line Development Process Development Engagement ‣ Strategic Personality and ‣ Management of Content ‣ Social Media Training Voice Development Sharing Sites ‣ Social Media Newsroom ‣ Setup and Integration of ‣ Ideation and Strategic Development Social Media Platforms Counsel ‣ Listening, Monitoring, ‣ Content Creation (written, ‣ Development of Custom Insight Gathering and audio and visual) Applications Responding ‣ Blogger Outreach and ‣ Custom Blog Platform Build ‣ Social Media Measurement Influencing and Development and Reporting comet branding | pr | social media
  • 54. COMET BRANDING + PR | EXPERIENCE | B2C: B2B: ‣ Consumer Packaged Goods ‣ Aviation | Aerospace ‣ Green | Sustainable ‣ Private Equity | Turnaround Management ‣ Healthcare | Health Insurance ‣ Manufacturing | Heavy Industry ‣ Travel | Hospitality | Dining ‣ Emerging Technology | Social Technology ‣ Sports Marketing | Sports Event Management ‣ Finance | Merger & Acquisition | Accounting ‣ Pharmaceutical | Biotech ‣ Real Estate Development ‣ Outdoor Recreation | Products Non-Profit: ‣ Fashion ‣ Social Responsibility | Advocacy ‣ Travel and Tourism | Visitor Bureau ‣ Education ‣ Advocacy comet branding | pr | social media
  • 55. COMET BRANDING | THANK YOU | Please feel free to contact us to inquire about our services, including speaking engagements. comet branding | pr | social media
  • 56. *all enclosed content confidential + copyright ©2007-2010 comet branding llc milwaukee -based branding, marketing, pr + social media agenc y