Web 2.0 Solutions For One High-end Hotel Brand in Beijing

Hotel Online Marketing Thoughts on 2009 LARA YOUNG MAY 18,2009 LARA YOUNG

Presentation Guidelines World of Web 2.0 Ways to Implement Web 2.0  Website  Organic Search Marketing(SEO)  Paid Search Marketing(PPC)  Social Media Measurement & Analytics Next Steps LARA YOUNG

World of Web 2.0 Ways to Implement Web 2.0  Website  Organic Search Marketing(SEO)  Paid Search Marketing(PPC)  Social Media Measurement & Analytics Next Steps LARA YOUNG

communication, conversation, connecting, community LARA YOUNG

World of Web 2.0 Share of all search queries at the leading 5 engines, January – December 2008 Search Query Share  Google led the way again in 2008, capturing 68% market share of 116 billion search queries made last year, up 8 vs 07 3% 1% 7% 68% 60% Dec-07 Dec-08 21% 68% 2008 LARA YOUNG

World of Web 2.0 Share of all search queries at the leading 5 engines, January – December 2008 Searchers and Engine Loyalty  Google had the most searchers, and the highest rate of loyalty Average Loyalty 64% 25% 12% 14% 12% 160,000,000 80% 140,000,000 70% 120,000,000 60% Searchers 100,000,000 50% 80,000,000 40% 60,000,000 30% 40,000,000 20% 20,000,000 10% - 0% J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Yahoo MSN Ask AOL LARA YOUNG Searchers Engine Loyalty

World of Web 2.0 Broadly speaking, the top 1,000 media sites fall into two categories LARA YOUNG

World of Web 2.0 Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Page View Share  Social Media took the lion‟s share of the 2.1 trillion page views made at the top 1k media sites last year Publisher Media 15% Social Media 85% LARA YOUNG

World of Web 2.0 Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Share of Time Spent  Social Media also took 79% of the 9 billion hours spent at the top 1k media sites last year Publisher Media 21% 79% Social Media LARA YOUNG

World of Web 2.0 Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 Trended Page Views and Time Spent  Social Media grew Pages Views enormously at the expense of Time Spent Year-over-Year ∆ (December 2007 vs. 2008) 57% 81% 33% 800 300 700 250 600 200 500 Page Views Hours 400 150 300 100 200 50 100 - - May-… Apr-08 Feb-08 Sep-08 Jun-08 Jul-08 Mar-08 Dec-07 Dec-08 Oct-08 Aug-08 Jan-08 Nov-08 Publishers Social Media LARA YOUNG

Outlook for Web 2.0 2009 Look for Google momentum to continue growth in query volume and market share in 2009  Watch out for Microsoft to as they invest in improving queries per searcher and searcher loyalty  Possible Yahoo partnership with Microsoft would create a real rival to Google, with a combined 30% query share and strong base of loyalists Look for visitors and reach at Publisher and Social Media sites to level in 2009, but engagement to skyrocket  Expect Social Media to harmonize page views and time spent, striking a balance between user engagement  Brand should collaborate with Social Media functionality to enhance the influence in Social Media networking LARA YOUNG

Website…… Sell what guests are coming for Target the motive of the trip LARA YOUNG

Website What hotel Has Done Well:  Own great domain names  Have a clean & simple web design  Build easy navigation  Post directions to hotel in pictures  Ensure instant brand identification  Make contact forms short & simple  Use Google Optimizer for best results  Add a virtual host  Syndicate content as RSS LARA YOUNG

Website -Con‟d What hotel Should Continue to Work On:  Use video instead of text (where possible)  Use Google maps to provide step-by-step directions to hotel  Offer in-depth destination information  Show pictures of attractions near hotel with Panoramio  Let visitors write and send eCards (email postcards)  Include positive social media rankings (ex: #XX in Beijing on TripAdvisor)  Use social bookmarking to track & share changes to competitors‟ websites  Create a public e-Calendar to show upcoming events  Add live chat support  Publish videos of satisfied guests LARA YOUNG

Organic Search Marketing(SEO)…… Make system…… User-friendliness Search engine-friendliness Travel booker-friendliness Interactive relationship-friendliness Which will…… Boost conversion rates Improve search engine rankings Increase website traffic LARA YOUNG

Organic Search Marketing(SEO) What hotel BJ Has Done Well:  Focus on dominating global/local search  Create local keyword lists by pairing geocentric keywords (BJ) with industry keywords (luxury hotel)  Hotel website has the right keywords in the right place LARA YOUNG

Organic Search Marketing(SEO)-Con’d What hotel BJ Should Continue to Work On:  Optimize for REAL questions people ask  Make hotel blog search friendly  Appear in Google Maps„ local business listings  * Establish a web presence, not just a web site  * Understand hotel website presence in real time  * Use Google Trends for websites * Will be exemplified or detailed on the following slides LARA YOUNG

Organic Search Marketing(SEO)-Con’d Details of: Establish a web presence, not just a web site  Create and update blog  Integrate social bookmarking services into hotel blog  Comment on other relevant blogs with a link to hotel‟s site in the signature  Take pictures of hotel facilities and post them to hot photo-sharing websites  Shoot video of hotel and post it to video sites such as YouTube and Google Video  Get listed in user-written travel guides such as WikiTravel  Join discussions about hotel local area in social networks such as VirtualTourist  Create Google Alerts to track what‟s being said about hotel online LARA YOUNG

Organic Search Marketing(SEO)-Con’d Example of: Hyatt Website Presence LARA YOUNG

Organic Search Marketing(SEO)-Con’d Example of: Hyatt Website Presence-con‟d LARA YOUNG

Organic Search Marketing(SEO)-Con’d Example of: Hyatt.com on Google Trends LARA YOUNG

Paid Search Marketing(PPC)…… There have been some dramatic changes in the way search engines behave recently. No more results page with only paid listing and organic results. Today, you can find in the results page links, videos, pictures or local business results... You need to be there. LARA YOUNG

Paid Search Marketing(PPC) Urgent Work: Use property features as keywords Do keyword competitive analysis to find opportunities Experiment with different match types (broad, phrase, exact) Grab attention with ad copy Use Dynamic Keyword Insertion (DKI) to include search phrases Use unique reservation landing page Use seasonality data * Determine objective first (ROI, growth, market research, etc) * Include industry & long tail keywords * Try geo-targeting * Will be exemplified or detailed on the following slides LARA YOUNG

Paid Search Marketing(PPC) Details of: Determine objective first (ROI, growth, market research, etc) LARA YOUNG

Paid Search Marketing(PPC) Details of: Include industry & long tail keywords  As part of our search marketing work, we always build a large list of keywords. Typically, these will fall into 1 of 3 categories:  Broad, obvious ones (”Beijing hotel”)  Longer, more targeted phrases (”Best Beijing luxury hotel”)(“Best convenient traffic Beijing hotel”)  Other, less related keywords (such as names of competing hotels or other travel-related terms)  But why not try these: “Beijing Trip Tips” or “Beijing Business Travel Ideas”? LARA YOUNG

Paid Search Marketing(PPC) Example of: Try geo-targeting LARA YOUNG

Paid Search Marketing(PPC)-Con‟d Long-Term Work: Use professional keyword research tools Create many ad variations for each ad group Split test ad copy variations Adjust keyword bidding strategies Highlight special seasonal offers & update regularly Experiment with ad placements (on travel websites) Target specific demographics Set up weekly statistics reporting LARA YOUNG

Social Media…… Social Media can work partly as Online PR Word of Mouth has always been the most important lead generator for Tourism Businesses. LARA YOUNG

LARA YOUNG

Social Media Effective PR takes place in social media nowdays: Monitor hotel brand name with Google Alerts Use Google Trends to find what‟s hot Offer an email alternative to RSS Get listed in WikiTravel/ TripAdvisor/ Yelp/ VirtualTourist… * Listen to what people are already saying about hotel * Blog building and update * Encourage distribution with ShareThis * Focus hotel social media outreach on best groups * Considerate twitter * Create a Facebook page * Will be exemplified or detailed on the following slides LARA YOUNG

Social Media-Con‟d Encourage guests to register with Yelp & Tripadvisor at check in Ask for TripAdvisor hotel reviews when guests check out Ask for Yelp reviews at the end of all in-house satisfaction surveys When a guest compliments hotel, ask them to post a social media review Print a social media review request on the back of hotel business cards Start a Flickr photostream Start a Flickr group Start a YouTube channel Shoot a video of hotel, and post it to Google Video LARA YOUNG

Social Media Details of: Listen to what people are already saying about hotel LARA YOUNG

Social Media Details of: Blog building and update  Blog Types:  Blog Topics:  Hotel  Strategic  Brand  Experiential  CEO/Manager blogs  Analytical  Destination blogs  Crisis  Trivial  Interview  Announcement LARA YOUNG

Social Media Details of: Encourage distribution with ShareThis LARA YOUNG

Social Media Details of: Focus hotel social media outreach on best groups  The travel planners  The media creators  The bloggers  The social media power user  The journalists LARA YOUNG

Social Media Details of: Considerate twitter  Twitter Concept: “What are you doing now”  But it is useful as a One-To-Many broadcasting tool.  Ideas for using Twitter in the hospitality industry:  Use Twitter Search to see what people are saying about hotel, competitors, area, and industry  Like most of social media, Twitter isn‟t just about pushing what you have to sell. Try to be genuine to followers.  Share ideas and links to interesting stuff we find.  Ask followers for advice on new ideas.  Break news on Twitter, especially if it affects web presence  View Twitter as a way to build customer relationships, and show the human side of hotel. LARA YOUNG

Social Media Example of: Create a Facebook page Case Study of Wanda Sofitel BillBoard Page LARA YOUNG

Social Media Example of: Create a Facebook page Case Study of Wanda Sofitel Basic Information Page LARA YOUNG

Social Media Example of: Create a Facebook page - Case Study of Wanda Sofitel Pictures Sharing Page LARA YOUNG

Social Media Example of: Create a Facebook page - Case Study of Wanda Sofitel  Seasonal Promotion on facebook LARA YOUNG

Social Media Example of: Create a Facebook page - Case Study of Wanda Sofitel  Direct-response overview Probably-Will-Go: 68 Conformed Participator: 33 TBC: 193 LARA YOUNG

Social Media Bonus: 9 Social Networking Travel Sites Can’t Afford To Miss LARA YOUNG

Measurement & Analytics…… post-impression and post-click Track the activity of each campaign and tract conversions(bookings, room nights, revenues) from every campaign. To be ROI centric. Implement the latest website analytics + campaign tracking technology to track ROI and adjust marketing spend instantaneously based on ROIs. LARA YOUNG

Measurement & Analytics For Sales Figures:  Implement Google Analytics  * Understand how Analytics can help with search optimization  Develop meaningful metrics for digital marketing For Brand/Production Awareness：  Know which websites refer the highest quality traffic  Track number of social media mentions  Track social media satisfaction percentage * Will be exemplified or detailed on the following slides LARA YOUNG

Measurement & Analytics Details of: Understand how Analytics can help with search optimization  Search traffic  How much traffic are search engines sending, growth rates and conversions  Keywords  Which terms are bringing the most traffic and affecting conversions  Content performance  Which content items are performing the best and search traffic growth. LARA YOUNG

Next Steps: BRAND HOTEL 2.0 ACTION NOW LARA YOUNG

Thank you Any inquiries, please contact: Lara YOUNG E: larayoung@hotmail.com LARA YOUNG

Web 2.0 Solutions For One High-end Hotel Brand in Beijing

by Lara Young on Jun 15, 2009

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Web 2.0 Solutions For One High-end Hotel Brand in Beijing — Presentation Transcript

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