HSMAI Social Media Tech Panel


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Panelists Janet Wenzel, Social Media Manager, Consumer Division at Dell; Shawn O’Keefe, Interactive Programming, South by Southwest (SXSW); Brett Andrews, Vice President of Business Development, Pluck; Katie Cook, Marketing Communications Manager, Austin Convention & Visitors Bureau; and Stephen Nold, Advon Technologies, present how the Hospitality industry could and should harness the power of social media solutions.

Learn how Dell has designed an experiential marketing campaign designed to go to their customers and participate on their terms. See how SXSW continues to enhance community interactions. Hear real examples of shows and suppliers who are combining new media and traditional media efforts to extend and connect with growing digital communities.

We’ll cover: • Strategic Social Media Fundamentals 
• The Great Marketing Shift
• How to Harness the Power • Myths and Hype on Social Media
 • The Impact on the Hospitality Industry 
• Tangible Success Examples

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  • HSMAI Tech Panel QuestionsWelcome by Stephen Nold describing Social Media topic and definition along with a brief introduction of each panelist.Panelist IntroductionEach panelist will be asked to give a brief overview of your organization, your involvement with social media initiatives and your organization’s current efforts to understand and adopt social media tools.
  • Social Media DefinitionA simple description of social media: 1) online conversations and content exchanged in digital communities 2) people building relationships through online engagements.
  • Defining Social MediaLet’s start with the basics. How would you modify, enhance or change the social media definitions that I provided?What advice would you give to an organization that is just getting started? …anything that you absolutely must do before getting started?…anything you would warn about before starting?
  • Social media are/is NOTInbound MarketingA single solutionA MediaThe message or content
  • Social media are/is Three components:Content = information, dialogue or entertainmentMedia = toolSocial interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).Integrates technology, social interaction, and the delivery of words, pictures, video and audio.
  • A historical assessment of SM: How we got to where we are today8-10 years ago we saw the introduction of virtual events with the claim that these tools would eventually replace Face2Face marketing. With the bust of the .com era, many of these tools went away. More recently, we saw the rise of RFID and social networking, again offering technology enhancement to the introduction of suppliers to buyers. While RFID has become an acceptable answer to a small number of events, it has never gained widespread market use. Social networking has evolved into a wider platform of tools involving online communities that have grown significantly to benefit from mainstream participation: Twitter, LinkedIn and Facebook being the most popular of all the solutions available. The challenge for most brands with social media is establishing an acceptable way to monetize participation in these communities.For (Dell, SXSW, ACVB) What is your organization currently considering as a way to promote your brand and harness the power of social media? For (Pluck) What are your customers currently considering as a way to promote their brand and harness the power of social media? Katie, in January, ACVB launched your social media participation and now you own 4 Twitter accounts. Tell us a little more about how the ACVB has approached your participation with these tools and why did you launch 4 twitter accounts?What are some of the ways your organization is creating content for your online communities?What advice would you offer to a hotel or an association that is just getting started about content creation?
  • MetricsHow important is gathering measurements on online communities and brand mentions in the websphere? What measurements is your organization tracking? How is this information actionable for your social media plan?
  • Will to continue to be valuable – it is not a fad May transform to meet market optimization Can be monetized with the right application There is a lot of Hype and Myths Organizations are trying to figure out how to adopt No one has the perfect answer for all B2B markets are currently and will continue to be changed
  • HSMAI Social Media Tech Panel

    1. 1. HSMAI Tech Panel <br />How Social Media is Impacting the Hospitality Industry<br />Wednesday, October 28, 2009Duration:8:30 – 10:00am Breakfast & Program<br />Janet Wenzel, Social Media Manager Consumer Division at Dell<br />Shawn O’Keefe, Interactive Programming South by Southwest (SXSW)<br />Brett Andrews, Vice President of Business Development<br />Pluck<br />Katie Cook, Marketing Communications Manager,Austin Convention & Visitors Bureau<br />Moderated by<br />Stephen Nold <br />PresidentMTO Summit<br />
    2. 2. Thanks to our Sponsors<br />Thanks to our Sponsors<br />
    3. 3. Agenda<br /> What you will Learn<br />• Strategic Social Media Fundamentals<br />• The Great Marketing Shift<br />• How to Harness the Power<br />• Tangible Success Examples <br />Double Down<br />• Myths and Hype on Social Media<br />• The Impact on the Hospitality Industry<br />
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    4. 4. Agenda<br /> What you will Learn<br />Strategic Social Media Fundamentals<br />The Great Marketing Shift<br />How to Harness the Power<br />Tangible Success Examples<br />
    5. 5. Social Media<br />An umbrella term<br />Media tools designed for social interaction, created using highly accessible and scalable publishing techniques <br />Transforms one to many broadcasts into many to many conversations<br />Changes people from content consumers into content producers <br />Is a shiny new toy<br />
    6. 6. It is zillions of conversations that people are having…online…24/7…right now!<br />
    7. 7. Social Media is NOT<br />A single solution<br />The message or content<br />A media<br />Inbound marketing<br />Really that new anymore<br />
    8. 8. Three Parts<br /> But, are<br />HSMAI<br /> Yes - <br />ing?<br /> listen-<br /> I<br /> Great!<br /> think<br /> is<br /> they<br />Content/Conversation<br />Communities<br />Media/Tools<br />
    9. 9. Comprehensive Marketing Mix<br />Traditional Marketing + New Media Marketing<br />
    10. 10. Agenda<br /> What you will Learn<br />Strategic Social Media Fundamentals<br />The Great Marketing Shift<br />How to Harness the Power<br />Tangible Success Examples<br />
    11. 11. Current Economic Conditions<br />WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009<br />RD Whitney, CEO of Tarsus Events describes his greatest competitor for one of his shows as a blogger. <br />HubSpot points to a study that defines tradeshows as the least effective marketing effort.<br />
    12. 12. Metrics<br />…How important is gathering measurements on online communities and brand mentions in the websphere?<br />…What measurements is your organization tracking? <br />…How is this information actionable for your social media plan?<br />
    13. 13. Agenda<br /> What you will Learn<br />Strategic Social Media Fundamentals<br />The Great Marketing Shift<br />How to Harness the Power<br />Tangible Success Examples<br />
    14. 14. Secret Sauce<br />7 Steps To Start<br />Have a plan<br />Find your customers<br />Ask others what has worked<br />Participate in a community<br />Offer relevant and interesting content<br />Build relationships<br />Leverage the tools<br />Social Media<br />Sauce<br />XXX Fire Hot XXX<br />
    15. 15. Agenda<br /> What you will Learn<br />Strategic Social Media Fundamentals<br />The Great Marketing Shift<br />How to Harness the Power<br />Tangible Success Examples<br />
    16. 16. Success Stories<br /><ul><li>National Association of Broadcasters: 1,500 Registrations – top performing strategy
    17. 17. First-time attendees
    18. 18. Dell Computers: 1 million followers on twitter
    19. 19. $3 million in revenue
    20. 20. MTO Summit: 8% of audience
    21. 21. Twitter Recruitment
    22. 22. Walt Disney: 65,000 Happy Birthdays
    23. 23. Twitter Recruitment
    24. 24. Digital Thought: 20% of revenue
    25. 25. LinkedIn Recruitment of Suppliers and Attendees</li></li></ul><li>Social Media Tools<br />There a lot of suppliers to consider along with a variety of expertise and focus involving new media solutions. Some tools focus on content, others on social networking and community building, others on measurement and still others on inbound marketing. <br />What is the best way to identify and select the tools that match an organization’s social media goals?<br />How important is website integration for these tools and why?<br />
    26. 26. What You Need to Know About Social Media<br />Valuable<br />Transforming<br /> Can be monetized<br />Hype and myths<br /> Still trying to figure it out …in the Wild, Wild West stage…today…but not tomorrow<br /> No perfect answer<br />
    27. 27. Future of Social Media?<br />Where are we headed? <br />What is the future of social media and how will it impact the traditional marketing mix? <br />Is it a fad or is it a developing discipline that will continue to have more influence in brand marketing? <br />
    28. 28. Q&A<br />Last comments, advice or observations to share regarding social media and the impact on the Hospitality industry?<br />
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