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Social Media for Deluxe HotelsMathias VettigerBlogwerk AG	  March 7, 2011
Agenda  Social Media    Examples and definition: Social Media are conversations    1:n and n:n communication    My individ...
Social Media
Social MediaFor example Facebook   Facebook as a new mass   medium      550 million members      worldwide      2,5 millio...
Social MediaFor example Twitter   175 million accounts,   0.5 million in German   Very fast medium   (Hudson river, catast...
Social MediaFor example Blogs   More than Internet diaries      Very fast      Easy to handle      Well connected (Links, ...
Social MediaAnd what about business networks?   Our experience:   More for personal marketing,   less for B2C   Good for d...
Social MediaThe Wikipedia definition«Social media are media for social interaction, using highlyaccessible and scalable co...
Social Media A conversationOh, hello. What‘s up?What are you doing?I‘ve just come back from GstaadI just finalised my holi...
Social MediaOld wine in new wineskinsBasic human actions in a new form,tomorrow maybe in a different place                ...
  Bild: Pressekonferenz1:n communication                     Social Media for Deluxe Hotels
Social Media1:n communication   Traditional mass media                            Publisher                      Social Me...
Social MediaThe power of ideas                Social Media for Deluxe Hotels
New: n:n communication                Social Media for Deluxe Hotels
Social Median:n communication   Many talk to many.         Publisher                                                  Publ...
Social MediaThe dimensions of the participation web               http://www.personalizemedia.com/garys-social-media-count...
Social MediaNews: then vs. today         I find the news                                The news find me                  ...
Social Media«My news are as individual as I am»                 Social Media for Deluxe Hotels
Social MediaThe «end» of 1:n communication   Consumers become «producers» in a participation web.   People trust in person...
Social MediaSo does marketing lose control?   Conversations become visible.   Conversations happened and happen no matter ...
Social Media for Deluxe Hotels
Social Media for Deluxe HotelsFive strategies for Social Media (Li/Bernoff)    Listen    Talk    Support    Energize    Em...
Social Media for Deluxe HotelsListen   Today, everyone can talk   and reach people.   Conversations became   visible.   Li...
Social Media for Deluxe HotelsTalk   Hotels are emotional and a pool of stories    Tell stories.    Great idea: Writers ...
Social Media for Deluxe HotelsSupport   People should be able to contact you in as many ways as   possible.   Open up new ...
Social Media for Deluxe HotelsEnergize   Give people the possibility to share their enthusiasm.   Make sharing easy.      ...
Social Media for Deluxe HotelsEmbrace   Embrace existing and new customers   Ask people about your services and products. ...
Social Media for Deluxe HotelsHow to do it: Home and away game                       More channels possible               ...
Social Media for Deluxe HotelsHow to do it: Handle reactions                                 Social Media for Deluxe Hotels
Social Media for Deluxe HotelsWhat makes sense?   Listen to what people are saying online   Give people relevant news on a...
Social MediaAre Social Media just a hype?   Our answer:      «More and more people talk to      each other on the Internet...
Social Media for Deluxe HotelsTo discuss   How to measure efficiency?   Scarce resources.   Is my target group even in Soc...
Thank you!Mathias VettigerAccount ManagerTel. +41 44 533 30 06mathias.vettiger@blogwerk.comtwitter.com/madial             ...
BlogwerkCompanyAgency For Sustainable Social Media Engagement   Founded in 2006 by Dr. Peter Hogenkamp   CEO: Andreas von ...
BlogwerkMathiasAccount Manager at BlogwerkBackground   Lizentiate in Media and Communication, University of Fribourg   Mas...
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Social Media for Deluxe Hotels

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Transcript of "Social Media for Deluxe Hotels"

  1. 1. Social Media for Deluxe HotelsMathias VettigerBlogwerk AG  March 7, 2011
  2. 2. Agenda  Social Media   Examples and definition: Social Media are conversations   1:n and n:n communication   My individual news  Social Media for Deluxe Hotels   Five strategies   How to do it: Home and away game   What makes sense?   Is this just a hype?   To discuss Social Media for Deluxe Hotels
  3. 3. Social Media
  4. 4. Social MediaFor example Facebook   Facebook as a new mass medium   550 million members worldwide 2,5 million in Switzerland   50 per cent of the active members visit daily   Over 2 million websites embed Facebook   World‘s biggest photo community   Increasingly used for political and consumer activism Social Media for Deluxe Hotels
  5. 5. Social MediaFor example Twitter   175 million accounts, 0.5 million in German   Very fast medium (Hudson river, catastrophes, elections,…)   Following creates micro social networks   Twitter users are the most influencial Internet users   Google indexes tweets and shows the in search results Social Media for Deluxe Hotels
  6. 6. Social MediaFor example Blogs   More than Internet diaries   Very fast   Easy to handle   Well connected (Links, Trackbacks, Comments, RSS- Feeds)   Dynamic: Google loves Blogs   Reach is not the only success factor. Social Media for Deluxe Hotels
  7. 7. Social MediaAnd what about business networks?   Our experience: More for personal marketing, less for B2C   Good for discussions in interest groups   Dynamization is under way   Less of a leisure mood when on business networks Social Media for Deluxe Hotels
  8. 8. Social MediaThe Wikipedia definition«Social media are media for social interaction, using highlyaccessible and scalable communication techniques.» Social Media for Deluxe Hotels
  9. 9. Social Media A conversationOh, hello. What‘s up?What are you doing?I‘ve just come back from GstaadI just finalised my holiday videoI‘m really upset about how they treated me at...Not at all!Oh, really, where did you stay?I know somebody who could beinterested in this. Social Media for Deluxe Hotels
  10. 10. Social MediaOld wine in new wineskinsBasic human actions in a new form,tomorrow maybe in a different place Social Media for Deluxe Hotels
  11. 11.   Bild: Pressekonferenz1:n communication Social Media for Deluxe Hotels
  12. 12. Social Media1:n communication   Traditional mass media Publisher Social Media for Deluxe Hotels
  13. 13. Social MediaThe power of ideas Social Media for Deluxe Hotels
  14. 14. New: n:n communication Social Media for Deluxe Hotels
  15. 15. Social Median:n communication   Many talk to many. Publisher Publisher Social Media for Deluxe Hotels
  16. 16. Social MediaThe dimensions of the participation web http://www.personalizemedia.com/garys-social-media-count/ Social Media for Deluxe Hotels
  17. 17. Social MediaNews: then vs. today I find the news The news find me Social Media for Deluxe Hotels
  18. 18. Social Media«My news are as individual as I am» Social Media for Deluxe Hotels
  19. 19. Social MediaThe «end» of 1:n communication   Consumers become «producers» in a participation web.   People trust in personal contacts more than in organisation.   People amplify messages.   Companys have to open up. Social Media for Deluxe Hotels
  20. 20. Social MediaSo does marketing lose control?   Conversations become visible.   Conversations happened and happen no matter what.   There has never been anything like «control»   And: Companies can join the conversation. Social Media for Deluxe Hotels
  21. 21. Social Media for Deluxe Hotels
  22. 22. Social Media for Deluxe HotelsFive strategies for Social Media (Li/Bernoff)  Listen  Talk  Support  Energize  Embrace Social Media for Deluxe Hotels
  23. 23. Social Media for Deluxe HotelsListen   Today, everyone can talk and reach people.   Conversations became visible.   Listening is a first and easy step.   Google Alerts or a dedicated monitoring tool. Social Media for Deluxe Hotels
  24. 24. Social Media for Deluxe HotelsTalk   Hotels are emotional and a pool of stories  Tell stories.  Great idea: Writers in Residence   Stories exist. Spread them.   Get people to tell their stories  Customer loyalty   Easy, conversational tone works.   Don‘t just talk about yourself. Social Media for Deluxe Hotels
  25. 25. Social Media for Deluxe HotelsSupport   People should be able to contact you in as many ways as possible.   Open up new channels.   Help people improve their stay in your region. Social Media for Deluxe Hotels
  26. 26. Social Media for Deluxe HotelsEnergize   Give people the possibility to share their enthusiasm.   Make sharing easy. Social Media for Deluxe Hotels
  27. 27. Social Media for Deluxe HotelsEmbrace   Embrace existing and new customers   Ask people about your services and products.   Include them for gaining insights and improve your services. Social Media for Deluxe Hotels
  28. 28. Social Media for Deluxe HotelsHow to do it: Home and away game More channels possible Social Media for Deluxe Hotels
  29. 29. Social Media for Deluxe HotelsHow to do it: Handle reactions Social Media for Deluxe Hotels
  30. 30. Social Media for Deluxe HotelsWhat makes sense?   Listen to what people are saying online   Give people relevant news on a subscription basis  Newsletter, Website and Social Media   Provide even more contact points for new and existing customers.   Provide a home for people to express their feelings towards you.   Try relationships, not sales. Social Media for Deluxe Hotels
  31. 31. Social MediaAre Social Media just a hype?   Our answer:   «More and more people talk to each other on the Internet.   It does not matter where they do it.»   Here to stay:   People won‘t stop using instruments that facilitate their communication. Social Media for Deluxe Hotels
  32. 32. Social Media for Deluxe HotelsTo discuss   How to measure efficiency?   Scarce resources.   Is my target group even in Social Media?   Shall my employees engage on their own? And if yes: Do I need guidelines? Social Media for Deluxe Hotels
  33. 33. Thank you!Mathias VettigerAccount ManagerTel. +41 44 533 30 06mathias.vettiger@blogwerk.comtwitter.com/madial Social Media for Deluxe Hotels
  34. 34. BlogwerkCompanyAgency For Sustainable Social Media Engagement   Founded in 2006 by Dr. Peter Hogenkamp   CEO: Andreas von Gunten   Permanent staff: 11, 35 authors around the world, Head office: ZurichBusiness divisions   Online publishing house (netzwertig.com, neuerdings.com, etc.)   Corporate Publishing (aiciti, ebookers.ch)   Consulting (Web strategy, Social Media)   Implementation services (Blogs, Websites, Social Media Kit) Social Media for Deluxe Hotels
  35. 35. BlogwerkMathiasAccount Manager at BlogwerkBackground   Lizentiate in Media and Communication, University of Fribourg   Master in Marketing, University of St. Gallen   At Blogwerk since February 2010   Official Zurich resident since October 2010 (bye bye commuting!) Social Media for Deluxe Hotels
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