Adding Social Media to your Hospitality Marketing Tool Kit
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Adding Social Media to your Hospitality Marketing Tool Kit

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Adding Social Media to your Hospitality Marketing Tool Kit. This presentation was created for Hospitality Management students at Champlain College in Burlington, Vermont. Basic Hows and Why for the ...

Adding Social Media to your Hospitality Marketing Tool Kit. This presentation was created for Hospitality Management students at Champlain College in Burlington, Vermont. Basic Hows and Why for the lodging and restaurant industries.

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Adding Social Media to your Hospitality Marketing Tool Kit Adding Social Media to your Hospitality Marketing Tool Kit Presentation Transcript

  • AddingSocial Mediato your hospitality marketing toolbox
  • Social Media for Hospitality 101
  • Social Media for Hospitality 101 WHAT do I Say? HOW do I WHAT is all track it? WHY should Ithis Social Media participate? stuff? WHO’s doing WHEN will it right? I have time to manage it? WHERE can I find WHO’s listening inspiration? to me anyway?
  • Social Media for Hospitality 101 WHAT do I Say? HOW do I WHAT is all track it? WHY should Ithis Social Media participate? stuff? HOW can I WHO’s doing make it work WHEN will I have time to for me? it right? manage it? WHERE can I find WHO’s listening inspiration? to me anyway?
  • Social Media for Hospitality 101TOPICS Finding the right tools Lingo Brief overview on Twitter, Facebook, YouTube, Flickr, Location Getting the message out through social media channels Integrating these channels with your existing marketing plan Analytics Tracking your success
  • Social Media for Hospitality 101Tools
  • Social Media for Hospitality 101Tools Twitter desktop client Hootsuite, Tweetdeck, Seesmic
  • Social Media for Hospitality 101Tools Twitter desktop client Hootsuite, Tweetdeck, Seesmic Smart phone iPhone, Android, Blackberry
  • Social Media for Hospitality 101Tools Twitter desktop client Hootsuite, Tweetdeck, Seesmic Smart phone iPhone, Android, Blackberry Blog platform Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger
  • Social Media for Hospitality 101Tools Twitter desktop client Hootsuite, Tweetdeck, Seesmic Smart phone iPhone, Android, Blackberry Blog platform Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger Calendar Outlook, iCal, etc. Set reminders for time management
  • Social Media for Hospitality 101Tools Twitter desktop client Hootsuite, Tweetdeck, Seesmic Smart phone iPhone, Android, Blackberry Blog platform Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger Calendar Outlook, iCal, etc. Set reminders for time management Your ears Social Media is for listening more than talking. Set up, tune in, chime in.
  • Social Media for Hospitality 101Lingo @ sign – this character is placed immediately before (@lebistro) any Twitter name. It tells Twitter it is an actual Twitter account and automatically becomes a link to that account. Facebook @ names can be used to tag friends. # hashtags – are community-driven and create additional context and metadata to your tweets. They’re like tags or categories, only added inline to your post. Hashtags signals trending topics. RT retweet – Automatically populates in a tweet you’d like to forward to your followers. Gives credit to the original tweeter. Make your tweets re-tweetable by leaving room D – (formerly DM) – direct message to one of your followers who ALSO is following you. DM’s are private and do not show up in your public timeline. Can only be sent through mutual followers. NOT to used to spam your followers, ever. .@name – a period placed immediately before an @name will allow that reply tweet to be seen by all of both your and their followers. Normally just the @name reply will be seen only by those following the both of you simultaneously. tag – tags are keywords that are added to videos, images, blog posts, etc. They help search engines and search fields find a specific topic-related file.
  • Social Media for Hospitality 101Overview Twitter Twitter is word-of-mouth at lightning speed.
  • Social Media for Hospitality 101Overview WHO’s doing it right? Twitter Examples Roger Smith Hotel AJ Bombers Bumbershoot Location: NYC Location: Milwaukee, WI Locations: Seattle, WA Followers: 8,000+ Followers: 11,000+ Followers: 6,200+ Doing it right: Doing it right: Doing it right: Heavy use of Twitter, Facebook, Heavy use of Twitter, Facebook, Heavy use of Twitter, Facebook, YouTube, YouTube, Flickr, extensive blog YouTube, Flickr, contests, press Flickr, MySpace (bands) huge blog, press @rogersmithlife @ajbombers @bumbershoot
  • Social Media for Hospitality 101Overview Facebook A Facebook Fan Page is a great way to: spread a brand message and tell your story converse WITH your audience, customers and fans share content from your blog, community, events drum up interest in an event you are hosting or participating in promote local attractions like festivals, concerts, athletics
  • Social Media for Hospitality 101Overview WHO’s doing it right? Facebook Examples Magic Hat Brewery Magic Hat Brewery Disney World Bluebird Tavern Location: S Burlington, VT Location: Orlando, FL Location: #BTV Fans: 29,000+ Fans: 4.8M+ Fans: 1,200+ Doing it right: Doing it right: Doing it right: FB landing page, engagement, event Various calls to action, video, email Calls to action back to website, promoting promotion, discussions, video, contests capture, activities on multiple tabs others, robust events calendar, blog feed /magichatbrewing /waltdisneyworld /bluebirdtavern
  • Social Media for Hospitality 101Overview YouTube & Flickr YouTube and Flickr tagged photos and videos indexed by search engines.
  • Social Media for Hospitality 101Overview YouTube & Flickr Examples Roger Smith Hotel King Arthur Flour August First Location: Norwich, VT Location: Burlington, VT Location: NYC Followers: 550+ Doing it right: Doing it right: 759 videos! Movies, events, food, press, BRanded YT Channel, 28 how-to Doing it right: workouts, fashion shows, art, tours videos + Favorites Product, cooking classes, tweetups, neighborhood EVERYTHING interesting /user/KingArthurFlour flickr.com/photos/augustfirstvt user/rogersmithnews
  • Social Media for Hospitality 101Overview Foursquare, Gowalla, Facebook Places Location-based applications like Foursquare (and GoWalla, BrightKite, MyTown) are golden opportunities for restaurants, bars, hotels and events to attract customers who use these apps on their smart phones. Facebook Places puts your biz in the feed of every friend your checkins have. Check-ins can add Tips to venues Mayors are those users that have checked in the most at your establishment. Indulge them with little freebies or discounts. Promote with a Special Offer or special badge via Foursquare Verify your accounts on Foursquare.com, FB and Google Places
  • Social Media for Hospitality 101Overview Blogging Adding a blog to your website is the most efficient way to keep your site fresh and on the Google radar. Companies that blog have far better marketing results. The average business that blogs has: {THAT’S HOT} 55% more website visitors 97% more inbound links 434% more pages indexed by search engines http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx
  • Social Media for Hospitality 101Overview Summary of tools Twitter Brand your page, follow relevant people & organizations, join the conversation, promote others as well as yourself. Share. Facebook Brand your Fan Page, fan up with other local fan pages, companies. Leave comments, respond to comments on your own fan page. Share. YouTube & Flickr Record everything! Take loads of pics, upload and tag the best, cross-post them to Facebook, Twitter, blog, etc. Share. Location Based Apps Claim your business, verify correct info, promote as a great place to check in, Treat your mayors well. BLOG Start a blog that is ties to you website (or free if you must, but BLOG!) Comment on other blogs, get listed on Technorati and weave your blog into your website and Facebook. Establish your (interesting)self and your biz as an authority in your industry.
  • Social Media for Hospitality 101Messaging What do I say? Your tweets, Facebook and blog posts should be more than “All About Me”. Ideally the ratio of self- promoting messages to others-promoting tweets should be 12:1. For every 12 tweets you make, 11 should be either RTs or links to articles about someone/something interesting or relevant to your community. Share your content on any/every channel you have at your disposal. BE where your audience is. Topic and Channel Opportunities (the short list) Specials du jour Local interests Photos Special events Charity events Your competition Neighborhood Festivals Videos New tweeps Local Tours Facebook polls Follow Friday Farmers Markets Surveys Producers Travels Staff Vendors Recipes Chefs Purveyors Guest posts Classes Industry issues Interviews Tastings
  • Social Media for Hospitality 101Messaging Add it your blog (website) Tell a story Post pics, vids and commentary. Your slice of being almost famous, humbly. Tweet this pic Julian Assange hammered at an undisclosed downtown bar. Sadly (or gladly) not ours, doh! #wikileaks #btv Post this pic Add a killer headline to your post. Ask a question, ask for captions, feedback. Then follow up and keep the ‘story’ going Import YouTube feed to your FB page, even if its just a 3rd party (like SNL) link Upload or favorite a video Then tweet about the video and YouTube Channel as a resource. Upload this pic to a set on Flickr Add to your Flickr collection of tagged pics
  • Social Media for Hospitality 101Messaging Parking Social Media in traditional media PRINT ADVERTISING - add your social places to all of your print advertising. Use logos (their free to use) and your @ or location name: /mykickassbar MENUS - add your social places to your menus, business cards, punch cards, catering brochures, to go menus. Again, use logos along with your @ or location name. Encourage check-ins with location based apps ON THE FRONT DOOR - request and post your business on your front door, or elevators, restroom doors, windows, LCD streams. Branded stickers (which are instantly recognizable) are FREE from Foursquare and FB, etc. Just ask. WEBSITE - seems obvious but include a link to EVERYWHERE your biz lives online: review sites, location places, Twitter, FB, video channels, online profiles, LinkedIn Groups, various blogs, etc. TV & Radio - end your messages with your social places
  • Social Media for Hospitality 101Integrating Integrating Social Media with your web site Let everyone know you’ve gone Social by adding Widgets, Badges, and Feeds to your website. Reversely, add share buttons to your site.
  • Social Media for Hospitality 101Tracking Analytics • Install Google Analytics on your website to track where visitors are coming from • Set GA goals • Focus on trends rather than numbers • Reuse the same shortened URLs for individual page promos on Twitter and FB • Create a Social Media landing page(s) on your web site • Use Tweetmeme buttons on your blog posts • Use Bit.ly shortened URLs
  • Social Media for Hospitality 101Tracking Paid Listening / Data Services Who’s talking about you • Use a Twitter dashboard (Tweetdeck, Hootsuite, etc) • Use and follow Hashtags # for your location, business • Establish your Google Profile, Google Places, Facebook Places • Sign up for Google Alerts: biz name, industry, market, niches • Review sites: Yelp! UrbanSpoon, TripAdvisor, CitySearch, local entertainment paper • Location Apps: Foursquare, GoWalla, MyTown • Search.Twitter.com • SocialMention.com, backtweets.com
  • Social Media for Hospitality 101Tracking
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment)
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) I’m doing all this Social Media work but how do I know its WORKING?
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) I’m doing all this Social Media work but how do I know its WORKING? Why not just run ads, buy web banners and press releases?
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) I’m doing all this Social Media work but how do I know its WORKING? Why not just run ads, buy web banners and press releases? = $0 + a little time Reach an unlimited # of people
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) I’m doing all this Social Media work but how do I know its WORKING? Why not just run ads, buy web banners and press releases? = $0 vs. + a little time Reach an unlimited # of people
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) $ I’m doing all this Social Media work but how do I know its WORKING? Why not just run ads, buy web banners and press releases? = $0 Reach an + a little time vs. estimated fixed # of people Reach an unlimited # of people
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment) $ I’m doing all this Social Media work but how do I know its WORKING? Why not just run ads, buy web banners and press releases? = $0 Reach an + a little time vs. estimated fixed # of people Reach an unlimited # of people *REMEMBER Social Media doesn’t REPLACE your other marketing tools, but can augment your efforts by being where your customers are NOW.
  • Social Media for Hospitality 101Tracking R.O.I. (Return on Investment)
  • Social Media for Hospitality 101Tracking R.O.I. = A.I.S. (Return on Investment)
  • Social Media for Hospitality 101Tracking R.O.I. = A.I.S. (Return on Investment) ✓ You have a strategy, plans, goals
  • Social Media for Hospitality 101Tracking R.O.I. = A.I.S. (Return on Investment) ✓ You have a strategy, plans, goals ✓ You have identified your strengths and weaknesses
  • Social Media for Hospitality 101Tracking R.O.I. = A.I.S. (Return on Investment) ✓ You have a strategy, plans, goals ✓ You have identified your strengths and weaknesses ✓ You have studied where your qualified markets are
  • Social Media for Hospitality 101Tracking R.O.I. = A.I.S. (Return on Investment) ✓ You have a strategy, plans, goals ✓ You have identified your strengths and weaknesses ✓ You have studied where your qualified markets are ✓ You are properly branded and connected
  • Social Media for Hospitality 101Tracking Huh? R.O.I. = A.I.S. (Return on Investment) ✓ You have a strategy, plans, goals ✓ You have identified your strengths and weaknesses ✓ You have studied where your qualified markets are ✓ You are properly branded and connected
  • Social Media for Hospitality 101Tracking
  • Social Media for Hospitality 101Tracking Asses In Seats (and beds, and venues) that’s your R.O.I.
  • Social Media for Hospitality 101Tracking Asses In Seats (and beds, and venues) that’s your R.O.I. (Thanks @PracticalCafe)
  • Thanks Social Media for Hospitality 101www.DeepDishCreative.com www.TwitterForRestos.com @deepdishcreates @twit4restos