WTF Should we do on Twitter. How the hospitality industry can enjoy their stay on social media

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How the hospitality industry can enjoy their stay on social media

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WTF Should we do on Twitter. How the hospitality industry can enjoy their stay on social media

  1. 1. WTF SHOULD WEDO ON TWITTER?HOW THE HOSPITALITY INDUSTRY CANENJOY THEIR STAY ON SOCIAL MEDIAServiceforum Norsk HotellhøgskoleStavanger # 17 March 2011 # Cor Hospes
  2. 2. Clients: Hotels, foodbrands, restaurants.
  3. 3. Hospes means host,innkeeper and landlord.(and yes, in Spain they named a hotel chain after me)
  4. 4. Pleasealso have look at LinkedIn, Twitter, Facebook www.corhospes.nl www.tsjee.com www.alledertiengoed.nl www.ontdrenthen.nl www.verlichtinginbusiness.nl
  5. 5. What do youdo online?
  6. 6. Relevant content. News.Added value. Entertainment
  7. 7. Relevant content.Added Value. News. Entertainment.
  8. 8. Social media?
  9. 9. ‘Platforms that faciliate conversations.’‘Platforms for and by people where they sharestories, knowledge and (product) experiences.’
  10. 10. It’s just a medium.
  11. 11. Social media is for and by people.
  12. 12. From consuming content...
  13. 13. ...To creating content
  14. 14. Media are democratized.Everyone its own channel.Everybody is an author.
  15. 15. Writing, filming and sayingwhat you want. Feelings, recommendations, adventures, knowledge,complaints, whatever and whenever you want
  16. 16. - 2/3 of the world visit social media- 34% of all bloggers writes about brands / products / services- 8% of all consumers make a video about a brand and place it on sites like YouTube
  17. 17. 78% trust tips fromtheir friends
  18. 18. 14% trust advertising
  19. 19. ING Report: Hotel industry and social media2011: “Approximately 3/4 of all guests usedinternet as a reference when looking for aroom. Reviews on sites like Zoover.nl andTripAdvisor.com are therefore more and moreimportant for hotels.”
  20. 20. ING Report: “American research shows that2/3 of travellers are being influenced byonline reviews. Online reviews are even moreimportant than the location of the hotels.”
  21. 21. WTF!
  22. 22. IN AMERICA: 3.4 BILLIONCONVERSATIONS ABOUTBRANDS PER DAY IN THE NETHERLANDS: 37 MILLION PER WEEK
  23. 23. 6% talks about brands online.
  24. 24. Offline conversations aboutbrands are among five people. Online conversations are followed by thousands. And it is forever on the Web.
  25. 25. How can you ensure thatpeople talk about you?
  26. 26. GIVE people something to talk about.
  27. 27. Social media = giveSocial media = shareExperience, knowledge, stories, information, news..
  28. 28. “We should stop selling products. And start telling stories.”
  29. 29. Pointpeopleto yourdoor
  30. 30. How?
  31. 31. Strategy.Who, what, why and how
  32. 32. ‘You must unlearn what you have learned.’– Yoda, Star Wars IV
  33. 33. Business as usualis over
  34. 34. Sending advertisements doesn’t belong on social media. Then you’re nothuman, but an advertiser.Advertising messages are not conversations.
  35. 35. Start dialogue. Ask questions. Be honest. Be personal.Help with questions/problems/complaints. Show empathy.
  36. 36. Social media is about talking WITH and notabout talking TO people.
  37. 37. Half of European consumerswould love to work withcompanies- 45% want to help with advertising campaigns- 53% like to develop new products- 66% like to give feedback on new products(Source: Insites Consulting)
  38. 38. Involving people means more(brand) commitment and(brand) loyalty.
  39. 39. - 3,000,000 members- November 9, 2010: 100,000 ideas- 100 of these ideas executed. Alike: Starbucks VIP card, free coffee for Gold Card members on their birthday, and free morning coffee when you purchase a bag of coffee beans- Starbucks collects information about what their customers find valuable- Openness. Critics have every opportunity to respond- No selling. But sharing a passion called Starbucks(see also: ABN Amro Blackboard, Nokia Beta Labsand Dell Idea Storm)
  40. 40. Buzz is the driverof the contenteconomy.
  41. 41. On Facebook you’ll find worldwide 30 billion posts with news, web links,photographs, thoughts, blog posts etc. Each month.On Twitter 50 million tweets. Each day.
  42. 42. 70% of social media users only watchand listen. So make sure that therest will pick up your content.
  43. 43. Be relevant,be interesting.
  44. 44. Withoutrelevance, noresonance
  45. 45. How can hotels berelevant online?
  46. 46. Be an authority.
  47. 47. Be social.Social media are not called social media for free
  48. 48. Show your The more Contens isauthority. relevant about your content you speciality. post, the more traffic you get. Blog is about you.
  49. 49. Facebook is a hangoutfor your friends.
  50. 50. Don’t talk about yourself, talk to your friends.What do they like? What are their interests? Make custome made content for them.Ask for their dominions. Share interesing linksand news. Give tips on how they can use your products the best. Provide added value.
  51. 51. No talking logoson Twitter
  52. 52. AEGON Tweetbanket.One hour around actual theme with amongstothers 1000 followers. 50 to 80 questions addressed
  53. 53. #tweekendaway or #tweekaway
  54. 54. Don’t send a tweet, give a tweet.
  55. 55. “Don’t speak unless it improves the silence.” – Buddha
  56. 56. Share experiences of yourcustomers.- Talk with them in the lobby or hotel bar.- If they aren’t already sharing their photos and stories on social media, encourage them to do so or do it for them.- Ask for a review while they check-out
  57. 57. Six chances
  58. 58. 1. Extend your concierge online
  59. 59. 2. Action
  60. 60. 3. Customer Service
  61. 61. http://www.youtube.com/watch?v=5YGc4zOqozo
  62. 62. $ 3,500 guitar broken during flight United AirlinesAfter 9 months of negotiations, yet no solution- Video on YouTube with song: 9,000,000 views (June 2010). Top 10 virals 2009- Media jumped on it. United dropped 10% on stockmarket (cost $ 180,000,000)- Finally apology United. Airline paid for guitar- Tens of thousands of reactions with United- horror stories- Song #1 in iTunes Music Store, week after release- Singer wellknow speaker on customer service. During a flight with United his luggage, yes...
  63. 63. Dell Hell
  64. 64. 4. Last minute deals for fans/followers
  65. 65. 5. Involveyourfollowers
  66. 66. 6. Attrack non-guests
  67. 67. Create new conversations from a new audience.Locals who don’t stay at your hotel but areattracted by your restaurant. They can also talkabout you and spread awareness to get your coretarget market.
  68. 68. Roger SmithHotel saw a32% increasein food andbeverage salesdue to engagingin social mediato draw inthis secondaryaudience.
  69. 69. 7. #Events
  70. 70. #Twitterlunch
  71. 71. No reply
  72. 72. Open thatdoor!
  73. 73. HM, R&D, PR, Sales,Marketingcommunication: social media team with social media manager/ contentmanager
  74. 74. 9 rules
  75. 75. 1. Listen
  76. 76. 2. Give (relevance/added value)
  77. 77. 3. Let go
  78. 78. 4.REIResearch, Experiment, Integrate
  79. 79. 5. Tell
  80. 80. 6. Maintain
  81. 81. 7. Sweat
  82. 82. 8. Passion
  83. 83. 9. Be human
  84. 84. Not a lifesaver
  85. 85. Social media is an amplyfier.
  86. 86. :=x
  87. 87. Social capital
  88. 88. Social mediais not about- Tools- Create profiles- Blogs/Profiles polluted with irrelevant content
  89. 89. Social media is an empathic way to buildbridges between your company and brandand your audience, customers and followers.
  90. 90. And social media is about addingvalue to social platforms where you want to have conversations
  91. 91. BE. ADD. GET.- Who are you, where do you stand for?- What’s your added value- Get buzz and ultimately sales
  92. 92. “Hospitality is a people business. People should be the focus. Not spreadsheets and hard selling. It’s about long term strategy. Not about a short ‘bang your buck’ strategy.” - Brian Simpson, Director Digital Media Vikram Chatwal Hotels, NYC)
  93. 93. Social media startsonline. Goes on offline. Continue IRL the conversation.
  94. 94. ROI meansReturn On Ignoring
  95. 95. What’s the difference between a guest whoenters your hotel through your front doorand a guest who enters your hotel throughsocial media?
  96. 96. “Doing nothing with social media is no longer an option.”
  97. 97. !"#$%&
  98. 98. Thank you foryour attention
  99. 99. WANNA RECIPE? CALL FOR AN APPOINTMENT: +31 6 50 21 57 22AFSPRAAK@SOCIALMEDIADOKTER.NL # WWW.SOCIALMEDIADOKTER.NL

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