Ohla 09 Slideshare

490 views
427 views

Published on

The slideshow from the '09 OHLA Conference at Kalahari

Published in: Travel, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
490
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Welcome, Hi, I am Holly, I own a little company called the Scout Report -
  • Scout – single purpose, to hunt – specifically to flush out game – mostly birds from cover. I want my company to emulate scout – flush out opportunities in internet marketing. And today’s flushing involves social media – but just what IS Social media?
  • So my objective is to try to prevent you from being disappointed with lackluster results. Two ways – lower your expectations (!), or give you some help for a better outcome
  • This is the world of social media – pass out handouts – I have chosen a few targeted for hotels – fill out first two categories – skip the 3rd category for now – to do later.
  • Ohla 09 Slideshare

    1. 1. Social Networking for the OHLA<br />Presented by: Holly Zoba - The Scout Report<br />
    2. 2. This is Scout<br />
    3. 3. “Social Media is like teen sex.<br />Everyone wants to do it. <br />No one knows how.<br />When it is finally done there is surprise that it’s not better.”<br />Avinash Kaushik, Analytics Evangalist, Google<br />
    4. 4. Agenda<br />
    5. 5. A Little History<br />
    6. 6. What is social media really?<br />Activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversation media. <br />Conversation media are web-based applications that make it possible to create and easily transmit content in the forms of words, pictures, videos and audio.<br />
    7. 7. Social Media Ecosystem<br />
    8. 8. Top 5 reasons to engage<br /> 5. 3 out of 4 Americans use social technology (Forrester, 2008) <br />4. 2/3rds of the Global Internet population visit social networks (Nielson, 2009)<br />3. Visiting social sites is now the 4th most popular online activity – ahead of personal email (Nielson, 2009)<br />2. Time spent on social networking is growing at 3 X the overall internet rate, accounting for greater than 10% of all internet time. (Nielson, 2009) <br />
    9. 9. #1 Reason to Engage<br />
    10. 10. Some fun facts<br />Data source: brandinfiltration.com<br />
    11. 11. But is anyone making any money from it???<br />
    12. 12. #1 social media mistake<br />Treating it like just another marketing channel when it should be so much more. <br />Customer Service<br />Public Relations<br />Thought Leadership<br />Loyalty Building<br />Customer Acquisition<br />
    13. 13. The Approach - 3 Fundamentals<br />
    14. 14. With whom do we have relationships?<br />How can we use social media to start conversations with all of our relationships?<br />
    15. 15. The Four Pillars of Engagement<br />
    16. 16. Old v. New<br />Social media as just another marketing channel:<br />Points of Engagement - December<br /><ul><li>Holiday Parties – add menus to website
    17. 17. Create shopping packages tweets
    18. 18. Put together a New year’s eve promo and put it on the Facebook page</li></li></ul><li>Is it really all about you?<br />
    19. 19. Travel Planning Funnel<br />Communicate?<br />Pre-market – need trigger<br />Search<br />Plan<br />Pre-validate<br />Book<br />Post validate<br />Prep<br />Educate?<br />Collaborate?<br />Entertain?<br />Experience<br />Share<br />Source: Dale A Brill – VISIT FLORIDA<br />
    20. 20. Employee Life Cycle<br />Communicate<br />Entertain<br />Collaborate<br />Educate<br />
    21. 21. Make a strategic plan(Engaging guests, employees and owners/brands)<br />Identify objectives – where do you need help?<br />Guest retention?<br />Employee retention?<br />PR?<br />New customers?<br />A little owner understanding?<br />
    22. 22. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk (and listen) to the parties involved:<br />Guest surveys<br />Guest focus groups<br />Department meetings<br />Employee speak outs<br />
    23. 23. Guest surveys/focus groups<br />What are you trying to discover?<br />Guest interests <br />How involved are they with social media? Where, when, why?<br />What do they like about your hotel? What services do they use?<br />What do they do outside of your hotel?<br />Where do they eat, where else do they travel<br />Guest irritations – with your hotel, with travel, with packing<br />Guest wish list – what do they want from you?<br />
    24. 24. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk to the parties involved<br />Create your team – with Pillar leaders<br />Communicator<br />Collaborator<br />Educator<br />Entertainer<br />
    25. 25. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk to the parties involved<br />Create your team – with Pillar leaders<br />Assign Social Media “tools” to your leaders<br />Make them responsible for becoming experts at their tools<br />
    26. 26. Typical Tools by Pillar<br />
    27. 27. Life Cycles in Social Media<br />
    28. 28. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk to the parties involved<br />Create your team – with Pillar leaders<br />Assign Social Media “tools” to your leaders<br />Hold a problem solving/brainstorming session<br />Identify which “tools” may solve which problems/objectives and how<br />Do you need outside help – neighbors, competitors, owners?<br />
    29. 29. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk to the parties involved<br />Create your team – with Pillar leaders<br />Assign Social Media “tools” to your leaders<br />Hold a problem solving/brainstorming session<br />Create an action plan <br />Prioritize problems<br />Apply brainstorming solutions<br />Assign due dates and control process<br />
    30. 30. Make a strategic plan<br />Identify objectives – where do you need help?<br />Talk to the parties involved<br />Create your team – with Pillar leaders<br />Assign Social Media “tools” to your leaders<br />Hold a problem solving/brainstorming session<br />Create an action plan <br />Execute, evaluate progress, measure results, begin again<br />
    31. 31. So that’s the strategy but how about the execution?<br />First let’s review our options in the social media ecosystem --- aka<br />There is MORE to social media than Twitter and Facebook!<br />
    32. 32. Social Networking<br />
    33. 33. Social Networking<br />Facebook & LinkedIn – must do<br />Bebo – diminishing but AOL purchased in 2008<br />Orkut – 71% of Orkut users are from Brazil and India<br />Plaxo – Similar to LinkedIn<br />Fast Pitch – small business focus – to help your business grow<br />Ning – Build your own social network!!!<br />KickApps – add social networking apps to your own site<br />Gather – social networking targeted to the over 30 crowd<br />
    34. 34. How can social networking help?<br />
    35. 35. A Few Other Tips<br />
    36. 36. Publish<br />
    37. 37. How can publishing help?<br />WordPress and Blogger both offer free creation of blogs. WordPress = more professional<br />Constant Contact – email service - $15/500<br />Slideshare – share PowerPoint presentations<br />Wikia – Great to produce internal best practices – employee collaboration<br />Wikipedia – go to your city/neighborhood and add in your property<br />
    38. 38. Micro blogging<br />
    39. 39. Micro blogging<br /> Twitter basics:<br /> Several tweets a day – of interest<br /> Food is always an interest<br /> Find a voice and be consistent<br /> When you retweet, give a positive intro<br /> Thank those who retweet you<br /> Try Tweet Ups and contests (twtvite.com)<br /> Treat Twitter like a petrie dish –see what grows (twittersheep.com to see what interests your followers)<br />
    40. 40. Advanced Twitter<br />Consider HootSuite<br /> Manage multiple accounts<br /> Track trends and individual tweets<br /> Monitor your brand<br /> URL shortener<br /> Scheduled tweets<br /> Manage groups<br /> Image sharing/file uploading<br />For more reporting - TwitterAnalyzer<br />
    41. 41. Audio<br />
    42. 42. Audio<br />Create your own podcasts using Podbean.com<br /><ul><li>Walking tours around your property
    43. 43. Calendar of Events for the holiday season</li></ul>Upload them to Rhapsody and iTunes<br />
    44. 44. Photo Sharing<br />
    45. 45. Video<br />
    46. 46. Photo/Video<br />Tag your videos<br />Give guests flip video cameras to use – make them a vacation movie get permission to post<br /> Make funny staff videos<br /> Make how to videos (how to use COTA, cooking, bed making, napkin folding) <br />People LOVE to share videos<br />Tag your photos<br />Give guests digital cameras to use – have scavenger hunts, post results<br />Before and after guest photos<br />Photos help increase members<br />People LOVE to share photos <br />
    47. 47. Flip Video – under a minute, cute, funny, touching or surprising<br />
    48. 48. Productivity Apps<br />
    49. 49. How Productivity Apps Help<br />Acteva – perfect for small meeting planners, brides<br />Google alerts – monitor your brand/your competitors<br />Google docs – great for collaboration<br />Survey Monkey – Zoomerang – Easy to produce surveys<br />Tiddlywiki – create user manuals, tutorial, best practices<br />ReadNotify – email tracking service – when opened, if forwarded<br />
    50. 50. Interpersonal<br />
    51. 51. How Interpersonal Tools Help<br />GoToMeeting, Acrobat Connect, WebEx – offer online how to tutorials – to new meeting planners? New brides?<br />Skype/iChat – let your international customers call you for free, face to face OR let them call their families from your business center<br />Jott – you never need to think again.<br />
    52. 52. Summary<br />
    53. 53. Thank you!Email – Holly@ScoutReportOnline.com<br />

    ×