Social Media Marketing - Hotel and Hospitality Sector

Your Social Media Partner GETTING STARTED WITH SOCIAL MEDIA Conor Lynch @connector_ie

Current Chair of the Irish Internet Association Social Media Working Group Almost 12 years of experience in online marketing with awards including Irish ‘Internet Marketer of the Year’ 2005 Experience working with brands like RaboDirect, Coca-Cola, Meteor, Nokia, Vodafone, Toyota, Guinness, Powerade, Aer Lingus & Glanbia Trained in marketing management with an Honours degree and Post Grad in Marketing (B.Sc.Mgmt & HDMP) CONOR LYNCH

CONNECTOR In 2008, Connector started as a social blog with social events before evolving into a social media business in 2010 Our Social Media Partner Programme is customised for the specific needs of each business and organisation We are about to launch our new services on socialmedia.ie connector.TV was launched in August 2010 as nationwide blogger network writing about people, communities and events

Strategy We advise in online marketing and social media strategies Training Practical workshops, 1-to-1 sessions, webinars & digital videos Production Create graphics, websites, blogs, videos and Facebook or mobile apps Events Sponsor a Connector business or social networking event Community Help manage your online community Mgmt. WHAT WE DO

TOP SOCIAL SITES

Research Research your market incl. analysis of the percentage of sales leads from online channel Plan Plan your social strategy with communities, content & concepts … Create Create social spaces and optimise your web site, email, mobile and offline Execute Launch and promote with bought, owned and earned media Evaluate Test, measure and evaluate your KPIs and adapt as required GETTING STARTED

Facebook - World’s largest social network with 500 million users
- Can have a Facebook Profile, Group or Page
Twitter - Micro-blogging platform with over 100 million users
- ‘SMS for the internet’ with max of 140 characters
LinkedIn
World's leading Social Network for Business Professionals
Over 75 million members in over 200 countries with 300,000 Irish users
TOP 3 SOCIAL SITES

FACEBOOK

Set up searches for keywords and #hashtags
Use a memorable name like @connector_ie
Use new accounts for new web sites e.g. @socialmedia_ie
Twitter is dialogue not monologue
Use a branded Twitter background & avatar
Use an application like Tweetdeck or Hootsuite
Share other peoples good content by ‘Retweeting’
Link your Twitter updates to your Facebook & LinkedIn
Show your Twitter updates on your web site
Follow journalists & influencers in your industry
Share links to your blog posts on Twitter
TOP 10 TWITTER TIPS

TOP 10 LINKEDIN TIPS
Complete your profile to 100%
Use a URL like http://ie.linkedin.com/in/conorlynch
Add in Twitter, Slideshare, Wordpress plugins
Update your status once a day during working week
Investigate who your friends are connected to
Share your connections with your friends
Make personal invitations to connect with people
Join relevant groups to build your network
Start and join conversations in groups
Meet your top online connections offline
Ask for recommendations & return the compliment!

CONNECTOR MARKETING MIX Connector puts the consumer at the centre of all marketing activities

The Connector 10C’s Model is an easy to remember 10 step checklist to help you create strategic plans for digital & social media CONNECTOR 10 Cs MODEL

CONNECTOR 10 Cs MODEL

What are you trying to promote and what are your objectives, budgets & timelines? Have you carried out any research of the market and your target consumers? Are people talking about your business sector in social media? What is your brand personality and who will be your community managers? 1. CONTEXT

1. CONTEXT

1. CONTEXT Use Tweedeck for automated keyword searched like ‘galway hotels’

Social Search Engines such as Social Mention are worth investigating 1. CONTEXT

Google Alerts lets you receive email notifications when your keywords appear in new web pages. 1. CONTEXT

Do you have many existing customers? Have you segmented the market? Do you really understand your target market’s needs? Who are the early adopters and influencers? Where is the C2C communications happening? 2. CONSUMERS

Lowest level of Involvement Highest level of Involvement 2. CONSUMERS Social Media Segments Creators

SOCIAL INFLUENCE Social Media is much more influential & trustworthy then traditional media

Are your target consumers members of any communities? What are the shared passions or situations that unite them? Are they interested in weddings, golf, business, gaelic football, fishing, walking, line dancing or rugby etc? Have they online communities and groups on Facebook, LinkedIn etc.? 3. COMMUNITIES

Shared passions!! Only 8% of hotels in Ireland have multilingual websites. What about Social Media? 3. COMMUNITIES

3. COMMUNITIES Join and support relevant communities

3. COMMUNITIES

What concepts will inspire your target audience to take notice of you? Can you win a competitive advantage with innovative ideas? Do you have access to creative resources for creating digital videos or graphics? Have you a calendar of special offers, promotions & competitions? 4. CONCEPTS

4. CONCEPTS

What are the partnerships which will make your business stronger? Could you ever partnered with suppliers, staff or customers? Will your audience co-create concepts & content? Have you talked to relevant communities about supporting their activities? 5. COLLABORATION

5. COLLABORATION Groups are creating content which could mention your business

5. COLLABORATION Joining with platforms to helps to promote your facilities to international customers. – Affiliate Marketing

5. COLLABORATION Affiliate Marketing – Make use of a specialized form of marketing where an advertiser seeks to advertise or sell products or services through an affiliate network

What content will get your concept attention among your target market? Will you build a web site or create an app or digital video? Is all your content ‘on brand’ and integrated online & offline? Is your website, social media and email marketing seamlessly integrated? 6. CONTENT

6. CONTENT Post flyer and ads on your profile….

6. CONTENT Tags can provide alternate navigation paths to your content for both humans and search engines. Categories can provide help to indicate the topic about your blog. WordPress: The blog “improves our web presence through search/feeds .

6. CONTENT

Webpage 6. CONTENT Regular digital video content is an absolute must for your business.

6. CONTENT Add Qik videos into Facebook, for all your followers to see ...

6. CONTENT Mobile Apps & location based marketing have arrived

How do you communicate with your audience online & offline? Have you optimised a mix of bought, owned & earned media? Do you use digital technologies (web & mobile) to strengthen your real world connections? Are you keeping a connections growth report? 7. CONNECTIONS

7. CONNECTIONS

7. CONNECTIONS - BOUGHT An advertiser can target members on Facebook based on their personal profiles, including interests that match up with keywords, targeting both very small communities and very large communities based on those parameters.

7. CONNECTIONS “ AdWords helps connect you with potential customers in the right place, and at precisely the right time by placing relevant ads on the right-hand-side of our search results pages.”

7. CONNECTIONS

Are you listening to what people are saying about your market? How do you start a conversation and inspire word of mouth? What will you talk about to keep the conversation going? What is your tone of voice and personality? 8. CONVERSATION

8. CONVERSATION

Is your concept & content good enough to spread like a virus? Are you skilled in social media? Is your content portable, shareable and trackable? Is your marketing interesting or ordinary? Are you will to lose a little control? 9. CONTAGIOUS

9. CONTAGIOUS

9. CONTAGIOUS Viral effect: If visitors like content on your webpage, they can repost it on their own social network.

How do you measure your activities and success? What is your current web site traffic and conversion rates? What is the breakdown of your sales by channel? What is the ROI on your expenditure and time? What is your net promoter score? 10. CONVERSION

10. CONVERSION Social Media delivers traffic to your web site Compare which Medium brought the most traffic to your page

10. CONVERSION A Hootsuite account can help you manage social outreach campaigns

10. CONVERSION Compare hotel results individually

Hotel reputation management service ReviewPro 10. CONVERSION

CONNECTOR 10 Cs MODEL

Mashable.com
SocialMediatoday.com
InsideFacebook.com
chrisbrogan.com
SocialMediaExaminer.com
ReadWriteWeb.com
adage.digital.com
Wearesocial.com
9. Digitaltimes.ie
10. 1000heads.com
FOLLOW UP READING

THANK YOU! Email - conor@connector.ie Twitter - @connector_ie Web - www.connector.ie

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Social Media Marketing - Hotel and Hospitality Sector

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