Oregon Lodging Association Social Media Marketing
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Oregon Lodging Association Social Media Marketing

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Kent Lewis of Anvil Media presents on social media marketing fundamentals for the hospitality industry at the Oregon Lodging Association annual conference in Hood River, Oregon.

Kent Lewis of Anvil Media presents on social media marketing fundamentals for the hospitality industry at the Oregon Lodging Association annual conference in Hood River, Oregon.

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Oregon Lodging Association Social Media Marketing Oregon Lodging Association Social Media Marketing Presentation Transcript

  • Managing Your Brand Via Social Media
    Kent Lewis
    President
    Anvil Media, Inc.
    www.anvilmedia.com
  • create
    create
    create
    Blogs
    Media
    Community
    Ideas
    People
    Businesses
    Personal
    Professional
    Geographic
    connect
    connect
    vote
    vote
    connect
    vote
  • Why Care About Social?
    • Manage reputation in search View slide
    • Gain industry & consumer insights View slide
    • Provide affordable customer service
    • Create & extend brand awareness
    • Build credibility & thought leadership
    • Generate measureable ROI
  • Statistics: Social Media Growth
  • Social Media Success Factors
    Relevance
    Value
    Commitment
    Honesty
    Transparency
  • Google OneBox
    • Local Business Center
    • Augments organic & paid
    • Manage consumer reviews
  • Social Media Strategy: 2MCE
    Monitor & Measure
    Create & Communicate
    Engage & Empower
  • Social Media: Opportunities
    Research & Monitoring
    Your company or clients
    Competition
    Industry news and trends
    Communication & Engagement
    Understand your audience
    Identify yourself
    Offer value
    Don’t be defensive
  • Social Media: Categories
    Networking
    Blogs
    Reviews
    Media Sharing
    Bookmarking
    Expert Communities
    News
    Wiki
    Microblogging
  • Business Networking: LinkedIn
    • Company stats and links
    • Connect key employees
    • Offers visibility in search results
  • Consumer Networking: Facebook
    • Create a footprint in Facebook
    • Create custom content & apps
    • Measure engagement
  • Microblogging: Twitter
    • Research & customer service
    • Inform & engage constituents
    • Manage & track via HootSuite
  • Blogging: WordPress
    • Free to low cost
    • Excellent search visibility
    • Build industry credibility
  • Video: YouTube Channel
    • Create and upload videos
    • Optimize & syndicate
    • Monitor videos & comments
  • Review Sites: Yelp, Citysearch
    • Monitor for negative reviews
    • Respond to customer feedback
    • Manage profile content
  • Social Media: Measurement
  • Measurement vs. Effectiveness
  • Example: West Point Credit Union
  • Example: Hotel Max
  • Case Study: Provenance Hotels
    Objective:
    Increase online bookings via social media
    Strategy:
    Create and optimize hotel property profiles
    Develop community-specific content & promotions
    Results:
    Generate regular bookings via Twitter
    Campaign received a SoMe Award in 2009
    Properties featured on CBS Early Show
  • Case Study: Oregon State University
    Objective:
    Increase student engagement & enrollment
    Strategy:
    Overhaul Facebook Fan Page
    Engage intern to manage content
    Results:
    152% increase in page views
    225% increase in photo views
    510% increase in new fans
    1,984% increase in total interactions
  • Case Study: Oregon State University
  • Integrating Social Media
    Search Engine Optimization
    Public Relations
    Advertising
    Events & Promotions
    Print and Digital Collateral
  • Social Media Tools
    answers.yahoo.com
    bloglines.com
    friendfeed.com
    google.com/alerts
    hootsuite.com
    pipes.yahoo.com
    ping.fm
    search.twitter.com
    tubemogul.com
    tweetdeck.com
    wordpress.com
  • Question & Answers
    Contact:
    Kent Lewis
    kent@anvilmedia.com
    www.anvilmedia.com
    www.formicmedia.com
    Twitter: @kentjlewis
    LinkedIn: kentlewis