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.”
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.”
Sending advertisements doesn’t belong on social media. Then you’re nothuman, but an advertiser.Advertising messages are not conversations.
Start dialogue. Ask questions. Be honest. Be personal.Help with questions/problems/complaints. Show empathy.
Social media is about talking WITH and notabout talking TO people.
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)
Involving people means more(brand) commitment and(brand) loyalty.
- 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)
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.
“Don’t speak unless it improves the silence.” – Buddha
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
$ 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...
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.
Roger SmithHotel saw a32% increasein food andbeverage salesdue to engagingin social mediato draw inthis secondaryaudience.
Social mediais not about- Tools- Create proﬁles- Blogs/Proﬁles polluted with irrelevant content
Social media is an empathic way to buildbridges between your company and brandand your audience, customers and followers.
And social media is about addingvalue to social platforms where you want to have conversations
BE. ADD. GET.- Who are you, where do you stand for?- What’s your added value- Get buzz and ultimately sales
“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)
Social media startsonline. Goes on ofﬂine. Continue IRL the conversation.