Social Media Presentation (1)

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Social media strategy developed for business operating in hospitality industry

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Social Media Presentation (1)

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

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