• Save
Social Media Presentation (1)
Upcoming SlideShare
Loading in...5
×
 

Social Media Presentation (1)

on

  • 304 views

Social media strategy developed for business operating in hospitality industry

Social media strategy developed for business operating in hospitality industry

Statistics

Views

Total Views
304
Views on SlideShare
304
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Social Media Presentation (1) Social Media Presentation (1) Presentation Transcript

    • SOCIAL MEDIA
      July 2010
    • Agenda
      • Social Media Defined
      • Social Media for Business
      • Social Media in the Luxury Segment
      • St.Regis Social Media Performance
      • Social Media Strategy
      • Implementation Plan
    • Social Media Defined
      Social Media is:
      • Interactions
      • Communications
      • Social
      • Online
      • Connections
      • Genuine
      • Uncensored
      Social Media is NOT:
      • Trend to follow
      • Content
      • Sales driven-media
    • 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
      • Link Facebook content with other social media
      • Post, tag, like and comment on pictures and status
      • Create, manage and promote events and groups
      Facebook has:
      500 millions users worldwide
      With 250 millions users on Facebook on any given day
    • 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
      • Power to reach millions around the globe in an instant
      How it works:
      • Users post “Tweets”, “Follow” others and are “Followed”
      • Brief and concise comments (140 characters max)
      • May contain links to other social media or any website
      • Content is:
      • Breaking news
      • Professional information
      • Information about companies and brands
      • What people are doing right now
    • Niche Social Media
      Travel Related
      • Trip Advisor : Travel reviews
      • Yelp: Business reviews
      • Expedia : Travel bookings and reviews
      Others
      • Foursquare: Location sharing and reviews
      • YouTube: Video sharing
      • Flickr: Photo sharing
      • Blog: User-generated content available on the net
    • Online Tools
      To increase reach and visibility
      • Search Engine Optimization (SEO)
      • Real Simple Syndication (RSS) Feed
    • Social Media for Business
      Power of word-of-mouth
      • Brand management
      • Brand conversations Brand loyalty
      • Customer acquisition
      • Market research
      • Identify strengths and weaknesses
      • Identify new business opportunities
      • HR communications
    • Social Media in the Luxury Segment
      • Online presence of luxury segment justifies it
      • Necessity to manage online brand conversations
      • Cost-effective communication channel with global presence
      • LVMH, Mercedes, Four Seasons
    • FacebookPerformance
    • Facebook Stats
      St. Regis Princeville
      • 780 fans
      • Growth of 11 fans/week
      • 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
      • Average of 10 interaction per post
    • Online Targeted Communications
      • Target market
      • Which groups can positively impact revenues
      • Engaging content
      • Communicating brand message
      • Compelling reason to engage
    • Online Targeted Communications
      Customer engagement
      • In the market/actively searching
      • Awareness, consideration and inquiry
      • 2-4 weeks before their stay
      • Reinforce purchase decision
      • When they are here
      • Retention
    • St. Regis’ Social Media Scene
      • Online experience
      • Template worthy of a luxury brand
      • Pleasant and easy to use
      • Strategic Content
      • WHO, WHAT, WHY
      • Brand message
      • Seduction
    • Online Experience
    • Online Experience
    • Content
      • Prioritize content based on business needs:
      • Revenue generating potential
      • Buzz
      • Spontaneous posts can be emailed for same day posting
      • Themes
      • Sport & Adventure
      • Food & Wine
      • Spa & Wellness
      • Special Events
      • Fashion & Music
      • Family & Culture
    • Content
      PR Firm’s role
      • Edit posts
      • Ensure fit
      • PR agency will be using Tone of Voice & Style Guide
      • Working with Blogger to develop Kaua’i related content
      • Post through Sendible
      • Consistency – one voice
      • 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
    • 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
    • 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
    • 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
    • Key Success Factors
      • Make it relevant
      • Ex: 4th of July weekend
      • Make is engaging
      • Contest, recipe, poll, etc.
      • Make is transparent
      • Make it genuine
      • Avoid censoring
      • Track , measure, reassess
      Make it strategic – who, what, why
    • Facebook Guidelines
      • Profile Picture
      • Update on a monthly base
      • Number of interactions per week
      • Audience gauge
      • Content selection
      • Purposeful
      • Manage Staff and Aficionado Inner Circle separately
      • Engage, inform and provide space to connect with brand
    • 6 MONTH IMPLEMENTATION PLAN
    • Tweeting for the brand
      Power of Twitter is that it is happening NOW
      • Multiple posts per day that inform and seduce
      • One voice – mediated by PR Firm
      • Sendibleis necessary for analytics
      • 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
      • Opportunity to develop corporate segment
      • Targeted communication
    • Managing Brand Interactions
      Consistency is key
      • Negative brand conversations
      • Public response and one-on-one resolution
      • Positive feedback
      • Get involved in brand talk
    • Social Media Success
      • Monitor and track performance
      • Goals, ROI, CSI
      • Strategic planning
      • How to adapt strategy for next calendar
      • Stay informed
      • Four Season Hualalai at Historic Ka’upulehu
      • Four Seasons Maui at Wailea
      • Four Seasons Hotels and Resorts
      • Other Starwood brands in Hawaii
    • Key Take AwayConsistency
      Social Media Strategy
      July 2010