Social media for hospitality, tourism and leisure


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Social media for the hospitality, tourism and leisure industry. Presentation given at The British Hospitality Association regional briefing. A look at how social media should be used by hotels, restaurants and attractions across the UK. Best practice, tools and techniques.

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  • An average Facebook user has 130 friends and likes 80 pages56% of consumers say that they are more likely to recommend a brand after becoming a fanEach week on Facebook more than 3.5 billion pieces of content are shared34% of marketers have generated leads through Twitter55% of Twitter users access the platform via their mobileThere are now more than 100 million active Twitter users40% don’t Tweet – but watch timelines to see what people are saying55% access Twitter via mobileLinkedIn has 64 million users in North America alone
  • With the opportunity comes the challengeManaging your reputation online is critical – a few tips to consider areGoogle Yourself – what are people saying about you right nowGoogle your staff – find out what everyone is staying about your team or what they are saying about your company?Monitor – you can use simple tools such as social mention, hootsuite or Google Alerts to keep up to date on social media mentionsRespond – don’t panic if someone has a negative word to say – see if anyone else responds such as an existing customer – that will be a great credible response! Then prepare a response yourself – don’t be defensive, be logical – if the complaint is warranted, you need to sort it out. Responding will make you look like you have a great service.Depending where the comment was made, you can either request for it to be deleted if it’s malicious and incorrect, or you can ensure that you move it down the ranks by providing lots of positive stories, news and feedback.
  • Provide opportunities for feedback every step of the customer journey!!!Be QuickBe TruthfulBe HelpfulBe InformativeStart planning nowBuild your relationships nowPick your battlesNot every comment warrants a responseCheck the influenceWho is likely to see it?40% say TripAdvisor influences which holidays/hotels they book.Encourage guests to feedback throughout their journeyProvide an alternative platform to public review sitesCoach your teamsGet as much feedback as you canUse it to recognise trends
  • Your website is your base.Everything should link to this – it’s home
  • A blog is a great way to add more content to your online presence and engage with your audience. Providing you use it wisely and regularly! It’s great for allowing different members of your team to have their say about a particular issue or share specific expertise. You can encourage people to rate the articles, providing credibility. Refer to other blogs to boost your own blog in return and to demonstrate your area of expertise.Build staff profiles – part of PR is identifying great spokespeople for your company and building their profile through social communities, blogs, websites and press releases – you want people to search for your company and find the spokesperson immediately, particularly if it’s in a specific area such as sustainability, procurement or marketing.Remember to tag your words and articles – for Search Engines and to make it easy for people to find the article. When people search it would be great if they find an article you have written about conference planning rather than your competitors home page.You can encourage other people to contribute and therefore align yourself with industry expertsRemember you can also include polls to drive further discussion and provide input for your next blog.Your blog can sit on your site or outside or both.You can use bookmarks such as diggit/delicious/stumbleupon
  • You can use Twitter to plan and implement your digital PR campaign. You can research and follow your competitors, monitor your audience and find out what people are interested in. It’s an essential tool for PR but needs to be managed.Make sure your press releases, blogs, articles and news can all be used for Twitter. If anyone tweets about your content, you want them to include the title. If you are Tweeting about news, make sure you stick to 70 characters – this allows others to Retweet your Tweet without losing any of the valuable information and URL. Move your URL to the front and shrink it so it links direct.HashTag to set up streams of information.Use aggregators such as Hootsuite or Tweetdeck
  • Examples of recipe sharingCompetitionsAsk questions¼ of Britons spend three to four hours a day on Facebook. The nature of Facebook is changing and more and more businesses are using facebook to form relationships with their target audiences – but be careful as you need to monitor the nature of the conversations Facebook encourages – you are still a business and your people still represent you, virtually!Don’t be afraid to use it – you don’t have to create a fan page or group, but use it to monitor what others are doing. Theo pathetis once said – a great idea is one that is taken from an existing idea but made better – i.e. Don’t reinvent the wheel just improve it!
  • Social Mention will look at your brand and how it is being discussed, who the influencers are and what is being said about your brand. Klout uses 35 variables and 16 classifications to determine your profileYou shouldn’t use these to shape your plans, but it’s a useful tool for monitoring your own and others activity and it’s free to use.
  • Social media for hospitality, tourism and leisure

    1. 1. Harnessingthe Power of Social Media
    2. 2. Is Social Media Real Life?
    3. 3. What is social media? Blogging User Generated Forums ContentTwitter Social Polls/Voting Media Community Bookmarking Sharing
    4. 4. A serious marketing channel Over 800 More than million active 170 million users on tweets sent Facebook daily 40% customers 40% of say TripAdvisor journalists use influences which hotels Twitter for they book updates
    5. 5. Can we exist without it? In a word… NO!
    6. 6. The Customer is Changing…• Everyone has access to information• We are all experts and cynics• We share everything we think and do• We ask questions and require validation• We are more open, more informed and more argumentative• We are armed with powerful tools
    7. 7. Do you speak Social Media?• Do you have a set of objectives?• Do you have an Social Media policy?• Are your activities integrated?• Do you measure your activities?• Who is responsible? Do you have a tone?• Who is listening and who is participating?• Do you have a plan?
    8. 8. Social Media – the risks…• Easy & Affordable• Reputation• Competitors• Resource• Altering the brand personality
    9. 9. What does it really do?• Protects, enhances and defends your reputation• Builds your profile• Builds credibility and clarity• Provides customer feedback• Encourages visits to your website & SEO• Provides access to your competitors• Provides industry knowledge
    10. 10. Reputation Management Pile in theGoogle Monitor Respond Positive
    11. 11. Managing Reviews• Claim ownership of your property• Apologising is not an admission• Understand• Act!
    12. 12. Your website is your home• Everything you do needs to lead to your website• Every juicy nugget of information has to have a purpose• Every story an angle• Every mention a point• Every action a reason• Bring everyone to your website with purpose
    13. 13. Fill your site with touch points Blogs from your chef Tips from Feedback your from your wedding customers planner Website Datacapture Feeds from through Twitter incentives Offers through your newsletter
    14. 14. In practice…Blogs• Write about what you know, not what you do• Utilise experts• Keep it up to date• Don’t sell
    15. 15. In practice…Communities• Build communities on shared interest• Invite existing communities to engage• Participate in industry and local forums
    16. 16. In practice…Twitter• Keep it short and sweet• Have a goal• Follow doesn’t mean followed• Recognise your influencers• Get the right tools• Broaden your conversation
    17. 17. In practice…Facebook• Keep it fresh – daily/weekly• Provide incentives to engage – give people something as a reward or incentive• Utilise advertising opportunities• Alternate the media – use video/photos/polls• Build profiles of your team• Pre-plan your creative campaigns!
    18. 18. Social Media Toolkit• Social Mention• Klout• Tweetdeck or Hootsuite• Mobile interface• Google Alerts
    19. 19. Manage expectations• Outcomes not Outputs – Bookings not Followers• Influence not Popularity – Discussion – Media Coverage• Activity – Web hits (top 10 direct traffic) – Enquiries
    20. 20. Thank YouSubscribe to our Newsletter for the latesttips, information and guidance onPR/Marketing.www.custardcommunications.comJoin our PR/Marketing group on LinkedIn