Benefits of Social Media Marketing for the Hotels and Restaurants Hospitality/Service industry To many in the hotel and restaurant industry, social media marketing is still a “buzz word” with no practical benefits. A high percentage of hotels and restaurants still rely solely on referral or comparison websites to market their businesses online. There are different ways social media can be used to benefit the profitability of hotels and restaurants. The potential for social media marketing to increase sales in this industry is huge. The question most hotel and restaurant operators ask is which platform should they be using for communications and reviews, the choice can be daunting. Benefits of Social Media Marketing for the Hotels and Restaurants 1) Zero cost endorsement Friends endorsements is one best advantages of social media marketing as the source of the endorsement is perceived to be the consumer’s friend. A like or share is a personal endorsement from a reliable and trusted source. The personal endorsement by a consumer is at zero cost to the hotel or restaurants. 2) Maximize revenue by promotions via social media Many hotel and restaurant chains have started to offer promotions and special deals through the social media channels only. Hilton hotel have offered special room deals specifically for their Facebook and Twitter followers. By rewarding consumers for linking their social media profiles to the hotels or restaurants, this further encourages the consumer to continue providing free advertisement over social media sites. 3) Increased Brand Recognition: Social media gives a hotel or restaurant and a very quick and effective opportunity to syndicate content and improve visibility. it is a channel that makes it easier for contents of the hotel or restaurant to reach new consumers and more recognizable for existing customers. Social media builds brand awareness and brand equity 4) Bond with guest: Many studies have proved consumers loyalty is higher to brands that engages them on social media networks. Hotels and restaurants that engages consumers on social media constantly have seen their revenue increase. Engaged customers spend more money and return back to hotel or restaurant more often 5) Personalisation of Customer service: Social media networks is a new opportunity for hotels and restaurants to personalise their customer service. The major hotels are using their Facebook pages to communicate with guests about local and hotel events. Twitter is a great tool to use as a virtual concierge to welcome guest and remind guest of reservations. 6) reach out to new customers : Build a buzz around your brand Without social media, the hotel or restaurant business can be limited to people already familiar with the brand. Every social media profile the business adds is another path leading back to your site, and every piece of content you syndicate on those profiles is another opportunity for a

1. Generating Pipeline by Identifying and
Nurturing Prospects on Social Media
Become A Breath-taking Hotel

2. Generating Pipeline by Identifying and
Nurturing Prospects on Social Media
Social Media Marketing

3. • Cost-effective generation of large numbers
of small, focused campaigns
• Social Media prospecting gives a competitive
advantage.
• Implementing social media marketing solution
to improve prospect and customer online
communications.
• The ROI on social media marketing is
dramatic: It drives online room reservations
and gives a positive brand reputation.
3
“The time taken to
create communications
has been cut by
half. In the first 12
months we saved an
estimated £100,000.”
–Sales Premier Inn
Executive Summary

4. • Social Media marketing is a modern sales
technique in which hotels and leisure
companies identify prospects, nurture them,
and generate pipeline via social media.
• Reduce the time to create communications .
• Execute two-and-a-half times more
campaigns, whilst reducing overall marketing
costs.
• It has the highest lead to close conversion rate
of all prospecting techniques.
4
“Social selling sees about a
15% prospecting conversion
rate, at least 5 times greater
than the 3% prospecting
success rate from marketing
activities. ”
–Sales Benchmark Index
Solution: Social Media

5. • Shorten campaign cycles
• Reactivity rates can more than doubled by
social media .
• Percentage of subscriber’s that book rooms
are being directly influenced by social media
post about the hotel
5
Higher proportions of
potential customers check the
social media profile of hotels.
–IDG Connect
Why ItWorks

6. 6
How ItWorks
• Develop an online relationship marketing strategy
• Convert prospects into customers
• Build customer value through increasing the depth
of relationships
• Grow revenue from repeat bookings, cross-sales,
up-sales and referrals.

7. TheValue of Social Media
• Quota Attainment
• Improved Prospecting
• Better Marketing-Sales Alignment

8. • Social Media marketing by HBT Media will
strongly support and align with the hotel’s
targets and objectives.
• Social Media Marketing implementation will
contribute to corporate-wide objective of
driving growth by online reservations.
• Campaign responses and customer reactions,
will be analysed by HBT.
• Analysis of campaign statistics demonstrates
how HBT Media is adding value.
8
“Best-in-class companies are
92% more likely to provide
Sales with a voice in the
development of Marketing
content. ”
–Aberdeen Group
Marketing-Sales Alignment

9. WhereWe Stand
HBT Media will implement the marketing strategy based on the packages
your company has chosen.
Your company will provide content information to HBT Media

10. 10
Marketing-Sales Alignment
HBT Media Implementation requirement:
• Marketing shares created assets and hotel and travel
industry news with HBT Media
• Marketing provides HBT Media with sample messaging
for social media sharing
• A workflow for finding, curating, and sharing content
internally
• Creation of a centralized content library
• Monthly meetings to discuss content needs for Sales &
Marketing
• An editorial calendar for marketing activity based on
locality and events.

11. 11
Next Steps
0 3 months
STAGE 1STAGE 2STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2Create a Buzz3

12. 12
Next Steps
0 3 months
STAGE 1STAGE 2STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2Create a Buzz 3

13. 13
Next Steps
0 3 months
STAGE 1STAGE 2STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2STAGE 3

14. 14
Next Steps
0 3 months
STAGE 1STAGE 2STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
SOCIAL MEDIA MARKETINGSTAGE 1 T AGE 2STAGE 3

15. 15
Next Steps
0
STAGE 1 STAGE 2 STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
STAGE 1 CONTENT MARKETING2 STAGE 3

16. 16
Next Steps
0
STAGE 1 STAGE 2 STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
STAGE 1 CONTENT MARKETING2 STAGE 3

17. 17
Next Steps
0
STAGE 1 STAGE 2 STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
STAGE 1 PRESS RELEASE STAGE 3

18. 18
Next Steps
0
STAGE 1 STAGE 2 STAGE 3
HBT Media
• Receive company’s information
for social media
• Launch the program
• Create a centralized content
library
• Identify “hits” and “misses”
• Evaluate and grow program
Social Selling Strategy
Development
• Select social selling package
• Identify companies core
needs.
• Develop best practices and
social media policy to meet
objective
• Create a content plan that
aligns with marketing
calendar
Initial Assessment
• Identify current successes
and areas for improvement
in Sales
• Begin evaluating core
products for social selling
• Begin developing list of
feature requirements
STAGE 1 VIDEO MARKETING STAGE 3

19. 19
Summary
Social Selling benefits:
• Less competition for buyers’ attention
• Less pricing competition
• Positive brand image
• Sales quota attainment
• Increased thought leadership
• Analytics to track social selling efforts
• Improved Marketing-Sales Alignment
• Turn leads into bookings