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Ohla 09 Slideshare

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The slideshow from the '09 OHLA Conference at Kalahari

The slideshow from the '09 OHLA Conference at Kalahari

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  • 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 Ohla 09 Slideshare Presentation Transcript

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