Social Media Chartres Lodging Final

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Social Media Framework for The C HARTRES L ODGING G ROUP , LLC September 21, 2009 Julie Keyser-Squires, CEO of Softscribe Inc. Julie Keyser-Squires, APR, is an innovative strategist and leader in evolving social media marketing for the hospitality, government and related industries including blogs, short-form video for eNewsletters and press releases, and keyword research for search engine optimization. She has been blogging for two years, and launched the popular quarterly Softscribe Marketing Snacks video series in September 2008. She guides Softscribe’s clients to successful participation in social media through personal mentoring, strategic plans, articles published on Hotel Online and Hospitality Upgrade magazine, and speaking opportunities. Julie was tapped to be one of 18 speakers at the first Ignite Atlanta gathering in August 2009. For over 20 years, she has helped Fortune 1000, start-ups and pre-IPO technology companies get acquired, grow revenue and solidify their brands. She is CEO of 10-year old Internet marketing company Softscribe Inc., which specializes in green hospitality and tourism and green government clients. About Softscribe® Inc. Softscribe Inc. leverages over ten years of proven experience, deep domain expertise and fresh, client-tailored Internet public relations and marketing programs to help companies targeting the green tourism + hospitality , green government and related markets drive sales and reach their business goals. We do this with an emphasis on relationships and our customized blend of social marketing + traditional public relations + technology-based solutions. We are proud of our best-in-class clients, which include Activision TV, Aptech Computer Systems, Inc., Gold Key Solutions, Flyte Systems, Hawaiian Mahogany, hotel SystemsPro, JDA Software, NORTHWIND Maestro-PMS, The Rainmaker Group, SRA International, TravelCLICK and many other leading technology and service companies. We would love to help you, too. For more information please visit http:// www.softscribeinc.com / .

Internationally known American sculptor and artist James Hubbell believes we are passing through a gate from one age to another perhaps more profound than the changes medieval man faced with the rise of Humanism and the Renaissance.

There are big changes in the world and many of them affect our businesses. 1. “Our traditional business of media relations is affected by the shrinking news hole, as reporters are laid off in response to an unprecedented decline in advertising (digital pennies earned as print dollars are lost).” -Richard Edelman, Edelman Worldwide 2. At the same time, there is a proliferation of social media venues that are exploding; each one is potentially a customer touch point.

Social media is moving from the elite of the computer industry – famous computer scientists, tech magazine writers and well known bloggers – to the mainstream: you, me, your employees and your guests.

Chartre Lodging management’s dilemma with social media. How to measure ROI: http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/

ROI is the wrong question; the question is: How much are you losing (ROE) by not being involved. Talk about the Roger Smith Hotel ROI of Social Marketing “I think most companies who are honest admit their social media efforts are a bit of an experiment, defined by trial and error.” – B2B Online Marketing Blog Team http://bit.ly/yVf1o ROE of Social Marketing “ Many feel they need to look at the bottom line and therefore do sales pitches. We've always been much more about telling stories and providing interesting content about what's happening here…” Adam Wallace, Roger Smith Hotel http://bit.ly/uMUr3

1. 2007, Banff Lake Louise Tourism launched integrated social media program: weekly Real Banff video report, a blog, Facebook page Twitter profile 2. Aug 13, 2009, Crasher Squirrel photo “Photo of the Day” posted on National Geographic site. 3. “Within hours of the Banff Crasher Squirrel taking off as the newest internet meme, BLLT created a promotional YouTube video, [viewed 35,000 times 9.8.09] the @Banff_Squirrel on Twitter, a search engine marketing campaign based on the squirrel keyword, a Banff Crasher Squirrel Facebook page, and "Crashed" the homepage of the BLLT website with the curious rodent. “ PRESS RELEASE: Photo-Crashing Squirrel Leads to Social Media Win for Banff Lake Louise Tourism Tue Sep 8, 2009 2:42pm EDT More than 82 Million Impressions around the world BANFF, AB, Sept. 8 /PRNewswire/ - Quick thinking and a well-established social media program helped Banff Lake Louise Tourism (BLLT) turn the latest global internet sensation into a marketing dynamo for Banff National Park."Two years ago, we launched an integrated social media program including the weekly Real Banff video report, a blog, Facebook page and Twitter profile,“ said Julie Canning, president and CEO of Banff Lake Louise Tourism. "When the"Crasher Squirrel" literally popped out of nowhere, our social media team was ready and able to quickly take advantage of the opportunity."Within hours of the Banff Crasher Squirrel taking off as the newest internet meme, BLLT had created a promotional YouTube video, the @Banff_Squirrel onTwitter, a search engine marketing campaign based on the squirrel keyword, aBanff Crasher Squirrel Facebook page, and had "crashed" the homepage of theBLLT website with the curious rodent. "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast. Those who are nimble can leverage communication opportunities like this to their advantage. Banff jumped on this opportunity without hesitation and the immediate results have been exceptional," said Greg Klassen, senior vice president, the CanadianTourism Commission. As the squirrel meme took off, BLLT also leveraged the efforts of developers who independently created applications to add the Banff Crasher Squirrel to Twitter avatars, "Quip-art" to superimpose the squirrel on websites and United Playco's Banff Crasher Squirrel iPhone application. BLLT negotiated with Quip-Art and Playco to include links to BLLT's website, create a customized iPhone app for BLLT use and include information on Banff and Lake Louise within the applications. BLLT then used the applications as a social media pitch to journalists and online influentials around the world, photo-crashing the Banff Squirrel onto each target's website. The pitches extended the news cycle and resulted in coverage on leading blogs including CNBC's Funny Business, National GeographicTraveler, Canada.com, the Twitter Blog, and many others“ The challenge wasn't to make the Banff Squirrel become more 'viral'", said Steve Wright, president of Arcade Consulting, BLLT's social media agency. "Thereal task was to harness the momentum of the Squirrel to direct attention backto Banff as a tourism destination. "BLLT also mobilized its tourism partners in Banff and Lake Louise to create squirrel-themed promotional packages, promoted the squirrel via the organization's blog and even arranged to have a pop-up cutout of the squirrel added to an outdoor billboard in Alberta. BLLT's quick response was rewarded when the tourism organization's YouTube video was featured on broadcast news reports including CNN's Situation Room and a wide range of other US-based channels. The @Banff_Squirrel on Twitter has attracted more than 1,000 followers and the "squirrel's" tweets have reached more than 385,000 Twitter users, placing @Banff_Squirrel in the top 98 percentile of Twitter users just two weeks after launch. "Banff Crasher Squirrel: The Movie" has been viewed more than 35,000 times, placing it among the most popular travel videos for the week in many countries including Canada, USA, UK, Poland and Australia. The video was also featured among the Top 10 of over Crasher Squirrel 1300 submissions on Buzzfeed.com, the site where the meme first took off. In total, BLLT estimates that the Banff Crasher Squirrel resulted in more than82 million impressions on TV, in print and online around the world, popping up in more than 70 countries including Japan and China to India, the UK, South Africa and Australia. Photo to accompany releasehttp://www.banfflakelouise.com/content/download/13475/167595/About Banff Lake Louise TourismBanff Lake Louise Tourism is a destination marketing organization for the Town of Banff, Community of Lake Louise and Banff National Park. Supporting over800 businesses, our mission is to engage visitors in unrivalled, remarkable experiences with our membership. For travel media inquiries, please contact Tulene Steiestol at tulene@banfflakelouise.com, www.banfflakelouise.com. SOURCE Banff Lake Louise TourismTulene Steiestol, Senior Manager, Travel Media Relations, Office: (403)762-0290 Source: Reuters, Sept 8, 2009 http://bit.ly/16QFlN "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast.” -Greg Klassen, senior vice president, the Canadian Tourism Commission. Source: http://knowyourmeme.com/memes/crasher-squirrel “ About Crasher Squirrel, (a.k.a Scene-stealing Squirrel or Cheeky Squirrel) refers to the single character image macro of a squirrel randomly placed into photos. Origin The original photograph was taken by a Canadian couple who were vacationing at Lake Mineewanka; they set up their tripod on some rocks and posed for a picture together, when a squirrel was drawn by the shutter click and took the center stage. They submitted the photo to a National Geographic contest. The magazine posted it to an online gallery on Aug. 7. Photoshop enthusiasts have added the furry scene-stealer to family portraits, famous paintings, and even to the top of the Queen’s hat with a pile of nuts.” Source: Wikipedia: “A meme (pronounced /ˈ miːm / , rhyming with "cream" [1] ) is a postulated unit or element of cultural ideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or other imitable phenomena. “

From the outside, social media can look like chaos, like India’s Ring Road in New Delhi. When you’re a participant and you get knocked down, pick yourself up, have a conversation, brush yourself off and keep going.

As a company, clearly express your core values; as an individual – be yourself. Your online communities will give you feedback.

Again, be who and what your are.

Contribute to your online and offline communities; be kind. Build social capital. Softscribe’s corporate culture manual is the classic book “How to Win Friends and Influence People” by Dale Carnegie.

Use technology to listen: Radian6; TweetDeck, HootSuite.

Do you ever use Facebook, flickr, LinkedIn, Twitter? So do your guests. Ask them: via phone calls, online surveys: “How would you like to hear from us?”. People read an average of 8 news sources per day. People receive 3 to 5 impressions before they act. 64% of C-level execs conduct 6+ searches per day to locate business information #b2b http://bit.ly/koFlV

Don’t take on too much - Social media takes significant time to execute well and see results. Focus is critical. No one – including IBM, Cisco, Intel, or other big B2B names – has been successful trying to tackle blogging, Facebook, Twitter, message board participation, etc., all at once. Do use social media as a content play for your brand - Refine your content strategy by monitoring key word searches, plugins like “Share This” and Twitter hot topics to gauge most the popular topics in your area of expertise. The key is not just blasting out your message but creating SEO-friendly and unique content that your audience is looking for online. Don’t spam - Spam is a big problem online and only getting bigger thanks to all the social media testing going on out there. Producing quality content is vital to long-term success. Don’t sacrifice quality for a few more followers or blog visitors. Period. Remember your company’s reputation is on the line. Do figure out what works for you What are the right social media metrics to measure? total branded impressions delivered, twitter follower growth, click through rate on tweets, blog repeat visits.

Use a hub and spoke strategy to organize your social media efforts. Source: http://bit.ly/wDzlo

Measurement

Fast Search Tactics That Provide Direct Results (use keywords): Research keyword phrases LinkedIn - personal, business Google Profile - personal Squidoo – lensmaster profile; Submit existing articles + create lens for Chartres Lodging + products Optimize press releases, distribute on PRWeb Facebook profile: personal, business (maybe Plaxo and MySpace, too) YouTube, Flickr and Slideshare HubPages and Knol

Thank you.

Favorites, Groups & Events

Social Media Chartres Lodging Final - Presentation Transcript

Social Media Framework for The C HARTRES L ODGING G ROUP , LLC September 21, 2009
Hello.
Pacific Portal - San Diego, CA Pacific Portal - San Diego, CA by James Hubbell
Credit: http://bit.ly/705ZL
Source : Aedhmar Hynes, CEO, Text 100 Global Public Relations, Digital Impact Conference May 2009, http://bit.ly/TwB6J
Source : Aedhmar Hynes, CEO, Text 100 Global Public Relations, Digital Impact Conference May 2009, http://bit.ly/TwB6J
- Measurable?
- Produces ROI?
- Powerful?
- Influential?
Management’s Dilemma
ROI of Social Marketing or ROE of Social Marketing?
Why make social marketing a priority?
- Social media: here to stay.
- Reduces cost drivers; requires minimal capital expenditures.
- $ value of social media compared to cost.
- Competitors participate.
- Boosts SEO.
ROI of Social Media
- Dell Makes $3M in sales through Twitter http://bit.ly/1vllN
- Blog post: Top Ten Hotel Brands A Tweet Above The Rest
- http://bit.ly/16ZARo (Marriott, Ritz Carlton, Hyatt, Joie de Vivre, Omni, Starwood, Morgans Hotels, Fairmont, Millennium, Tiara Hotels & Resorts)
- New B2B lead gen study shows social media becoming important lead driver (up to 15% of total). #b2b http://bit.ly/koFlV
B2B Social Media Sampler @markwschaefer’s list of B2B social media superstars: IBM, GE, Cisco, Boeing & Ingram Micro –#b2b http://bit.ly/koFlV Source: @TobyDiva, Diva Marketing, http://wiki.beingpeterkim.com/ + @JulieSquires, Softscribe Inc. Facebook Blog Wear-Dated Carpet Twitter Talent Zoo Blog M/A/R/C research (brand development) Twitter http://twitter.com/s3n Facebook 125 Blogs + videos + podcasts IBM Blogs + videos Indium Blogs Hewlett Packard Blogs Forrester Research Facebook Ernest & Young Blogs Edelman PR Facebook Deloitte Twitter Facebook Blogs CapGemini http:// www.netvibes.com/capgemini#News Twitter, http:// twitter.com/breakingpoint @kyleflaherty) BreakingPoint (security software) Blogs Boeing Blog BAE Systems Blog ARF (Advertising Research Foundation) Twitter Facebook Blog Company
Banff Lake Louise Tourism Crasher Squirrel: 82 Million Impression$.
- Source : Reuters, Sept 8, 2009 http://bit.ly/16QFlN
My husband and I were exploring Lake Minnewanka in Banff National Park-Canada…” –Melissa Brandts "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast.” -Greg Klassen, senior vice president, Canadian Tourism Commission.
Culture.
Source : Rachel Happe, Principal and Founder, The Community Roundtable, Digital Impact Conference May 2009, http://bit.ly/HrNs9
Culture: Transparent http://missaniela.com/gallery/onblack/202669991
Culture: Authentic http://2wanderlust.files.wordpress.com/2008/10/gandhi-wheel.jpg Gandhi idea : Rachel Happe, Principal and Founder, The Community Roundtable, Digital Impact Conference May 2009, http://bit.ly/HrNs9
Culture: Benevolent http://www.iop.org/activity/grants/Benevolent_Fund/img_mid_30247.jpg
Chartres Lodging’s principals and employees invest in social media.
Listen. Radian6
Where are your customers in the world of social media? Prepare.
Prepare
- Define clear, scalable goals.
- Take small steps.
- Use social media as a content play for your brand.
- Avoid spamming.
- Figure out what works for you.
Source: B2B Online Marketing http://bit.ly/pKAlD
Hub and Spoke Prepare. Business Goals + Core Values Source: http://bit.ly/wDzlo LinkedIn Twitter Facebook YouTube + other videos eNewsletters Editorial Press Releases Messaging Central + Website
Engage. Hyatt St. Louis
- twitter.com/hyattstl
www.facebook.com/hyattregencystlouisriverfront Engage. Hyatt St. Louis
- www.twinfluence.com for @hyattstl
Engage. Hyatt St. Louis
- www.tweetstats.com for @hyattstl
Engage. Hyatt St. Louis
Engage. Sheraton Dallas
- twitter.com/sheratondallas
Engage. Sheraton Dallas www.facebook.com/dallas.sheraton
- www.twinfluence.com
Engage. Sheraton Dallas
- www.tweetstats.com
Engage. Sheraton Dallas
Measurement
- Measurement tools:
Source: B2B Online Marketing http://bit.ly/pKAlD
“ Search is the new homepage.” – Steve Rubel, Edelman Worldwide Tactics Source: Stacy Williams, Prominent Placement July 2009
We Work For You.