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Social media strategy developed for business operating in the hospitality industry

Social media strategy developed for business operating in the hospitality industry


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  • 1. SOCIAL MEDIA
    July 2010
  • 2. Agenda
    • Social Media Defined
    • 3. Social Media for Business
    • 4. Social Media in the Luxury Segment
    • 5. St.Regis Social Media Performance
    • 6. Social Media Strategy
    • 7. Implementation Plan
  • Social Media Defined
    Social Media is:
    Social Media is NOT:
    • Trend to follow
    • 14. Content
    • 15. Sales driven-media
  • 16. Facebook
    “ Social media utility that connects people with friends and others who work, study and live around them”
    Facebook allows users to:
    • Share information, preferences, tastes, experiences, emotions and milestones
    Specifically:
    • Share pictures, links (URL), videos
    • 17. Link Facebook content with other social media
    • 18. Post, tag, like and comment on pictures and status
    • 19. Create, manage and promote events and groups
    Facebook has:
    500 millions users worldwide
    With 250 millions users on Facebook on any given day
  • 20. Twitter
    “ Best way to share and discover what is happening right now”
    What it is:
    • 75 million users, 78% being in the 18-49 range
    • 21. Power to reach millions around the globe in an instant
    How it works:
    • Users post “Tweets”, “Follow” others and are “Followed”
    • 22. Brief and concise comments (140 characters max)
    • 23. May contain links to other social media or any website
    • 24. Content is:
    • 25. Breaking news
    • 26. Professional information
    • 27. Information about companies and brands
    • 28. What people are doing right now
  • Niche Social Media
    Travel Related
    • Trip Advisor : Travel reviews
    • 29. Yelp: Business reviews
    • 30. Expedia : Travel bookings and reviews
    Others
    • Foursquare: Location sharing and reviews
    • 31. YouTube: Video sharing
    • 32. Flickr: Photo sharing
    • 33. Blog: User-generated content available on the net
  • Online Tools
    To increase reach and visibility
    • Search Engine Optimization (SEO)
    • 34. Real Simple Syndication (RSS) Feed
  • Social Media for Business
    Power of word-of-mouth
    • Brand management
    • 35. Brand conversations Brand loyalty
    • 36. Customer acquisition
    • 37. Market research
    • 38. Identify strengths and weaknesses
    • 39. Identify new business opportunities
    • 40. HR communications
  • Social Media in the Luxury Segment
    • Online presence of luxury segment justifies it
    • 41. Necessity to manage online brand conversations
    • 42. Cost-effective communication channel with global presence
    • 43. LVMH, Mercedes, Four Seasons
  • FacebookPerformance
  • 44. Facebook Stats
    St. Regis Princeville
    • 780 fans
    • 45. Growth of 11 fans/week
    • 46. 1300 fans by this time next year is growth maintained
  • Social Media Strategy
    Creating an effective social media communication strategy consistent with brand and business goals
    GOALS
    • 2000 Facebook fans
    • 47. Average of 10 interaction per post
  • Online Targeted Communications
    • Target market
    • 48. Which groups can positively impact revenues
    • 49. Engaging content
    • 50. Communicating brand message
    • 51. Compelling reason to engage
  • Online Targeted Communications
    Customer engagement
    • In the market/actively searching
    • 52. Awareness, consideration and inquiry
    • 53. 2-4 weeks before their stay
    • 54. Reinforce purchase decision
    • 55. When they are here
    • 56. Retention
  • St. Regis’ Social Media Scene
    • Online experience
    • 57. Template worthy of a luxury brand
    • 58. Pleasant and easy to use
    • 59. Strategic Content
    • 60. WHO, WHAT, WHY
    • 61. Brand message
    • 62. Seduction
  • Online Experience
  • 63. Online Experience
  • 64. Content
    • Prioritize content based on business needs:
    • 65. Revenue generating potential
    • 66. Buzz
    • 67. Spontaneous posts can be emailed for same day posting
    • 68. Themes
    • 69. Sport & Adventure
    • 70. Food & Wine
    • 71. Spa & Wellness
    • 72. Special Events
    • 73. Fashion & Music
    • 74. Family & Culture
  • Content
    PR Firm’s role
    • Edit posts
    • 75. Ensure fit
    • 76. PR agency will be using Tone of Voice & Style Guide
    • 77. Working with Blogger to develop Kaua’i related content
    • 78. Post through Sendible
    • 79. Consistency – one voice
    • 80. Analytics – learning from posting
  • Content
    Week 1: Focused on promoting big event
    Theme: Food & Beverage
    Post 1: Highlighting local culinary delight
    Post 2: Announcing a Food Related event – ex: Taste of Kaua’i
    Post 3: Contracted content – Brand featured in Food Magazine
    Post 4: Post pictures/event from Food Related event
  • 81. Content
    Week 2
    Theme 1: Spa & Wellness
    Post 1: Highlight a Halele’a Spa Experience
    Theme 2: Sports & Adventure
    Post 1: Tips on learning how to surf
  • 82. Content
    Week 3
    Theme 1: Special Events
    Post 1: Highlight Fourth of July Activity
    Post 2: Fourth of July Greetings
    Post 3: Highlighting wedding of the month
  • 83. Content
    Week 4
    Theme 1: Sports & Adventure
    Post 1: Highlight golf course
    Theme 2: Special events
    Post 2: Local event hosted by the St. Regis
    Post 3: Follow up post to the event
  • 84. Key Success Factors
    • Make it relevant
    • 85. Ex: 4th of July weekend
    • 86. Make is engaging
    • 87. Contest, recipe, poll, etc.
    • 88. Make is transparent
    • 89. Make it genuine
    • 90. Avoid censoring
    • 91. Track , measure, reassess
    Make it strategic – who, what, why
  • 92. Facebook Guidelines
    • Profile Picture
    • 93. Update on a monthly base
    • 94. Number of interactions per week
    • 95. Audience gauge
    • 96. Content selection
    • 97. Purposeful
    • 98. Manage Staff and Aficionado Inner Circle separately
    • 99. Engage, inform and provide space to connect with brand
  • 6 MONTH IMPLEMENTATION PLAN
  • 100. Tweeting for the brand
    Power of Twitter is that it is happening NOW
    • Multiple posts per day that inform and seduce
    • 101. One voice – mediated by PR Firm
    • 102. Sendibleis necessary for analytics
    • 103. Unique – create a service experience beyond expectation
  • Corporate Links
    Linkedin helps manage professional relationships
    • Access to some of the most affluent and influential professionals in the world
    • 104. Opportunity to develop corporate segment
    • 105. Targeted communication
  • Managing Brand Interactions
    Consistency is key
    • Negative brand conversations
    • 106. Public response and one-on-one resolution
    • 107. Positive feedback
    • 108. Get involved in brand talk
  • Social Media Success
    • Monitor and track performance
    • 109. Goals, ROI, CSI
    • 110. Strategic planning
    • 111. How to adapt strategy for next calendar
    • 112. Stay informed
    • 113. Four Season Hualalai at Historic Ka’upulehu
    • 114. Four Seasons Maui at Wailea
    • 115. Four Seasons Hotels and Resorts
    • 116. Other Starwood brands in Hawaii
  • Key Take AwayConsistency
    Social Media Strategy
    July 2010