HSMAI Tech Panel How Social Media is Impacting the Hospitality IndustryWednesday, October 28, 2009Duration:8:30 – 10:00am Breakfast & ProgramJanet Wenzel, Social Media Manager Consumer Division at DellShawn O’Keefe, Interactive Programming South by Southwest (SXSW)Brett Andrews, Vice President of Business DevelopmentPluckKatie Cook, Marketing Communications Manager,Austin Convention & Visitors BureauModerated byStephen Nold PresidentMTO Summit

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Agenda What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power• Tangible Success Examples Double Down• Myths and Hype on Social Media• The Impact on the Hospitality Industry

Agenda What you will LearnStrategic Social Media FundamentalsThe Great Marketing ShiftHow to Harness the PowerTangible Success Examples

Social MediaAn umbrella termMedia tools designed for social interaction, created using highly accessible and scalable publishing techniques Transforms one to many broadcasts into many to many conversationsChanges people from content consumers into content producers Is a shiny new toy

It is zillions of conversations that people are having…online…24/7…right now!

Social Media is NOTA single solutionThe message or contentA mediaInbound marketingReally that new anymore

Three Parts But, areHSMAI Yes - ing? listen- I Great! think is theyContent/ConversationCommunitiesMedia/Tools

Comprehensive Marketing MixTraditional Marketing + New Media Marketing

Agenda What you will LearnStrategic Social Media FundamentalsThe Great Marketing ShiftHow to Harness the PowerTangible Success Examples

Current Economic ConditionsWSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009RD Whitney, CEO of Tarsus Events describes his greatest competitor for one of his shows as a blogger. HubSpot points to a study that defines tradeshows as the least effective marketing effort.

Metrics…How 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?

Agenda What you will LearnStrategic Social Media FundamentalsThe Great Marketing ShiftHow to Harness the PowerTangible Success Examples

Secret Sauce7 Steps To StartHave a planFind your customersAsk others what has workedParticipate in a communityOffer relevant and interesting contentBuild relationshipsLeverage the toolsSocial MediaSauceXXX Fire Hot XXX

Agenda What you will LearnStrategic Social Media FundamentalsThe Great Marketing ShiftHow to Harness the PowerTangible Success Examples

Success StoriesNational Association of Broadcasters: 1,500 Registrations – top performing strategyFirst-time attendeesDell Computers: 1 million followers on twitter$3 million in revenueMTO Summit: 8% of audienceTwitter RecruitmentWalt Disney: 65,000 Happy BirthdaysTwitter RecruitmentDigital Thought: 20% of revenueLinkedIn Recruitment of Suppliers and Attendees

National Association of Broadcasters: 1,500 Registrations – top performing strategy

First-time attendees

Dell Computers: 1 million followers on twitter

$3 million in revenue

MTO Summit: 8% of audience

Twitter Recruitment

Walt Disney: 65,000 Happy Birthdays

Twitter Recruitment

Digital Thought: 20% of revenue

LinkedIn Recruitment of Suppliers and Attendees

Social Media ToolsThere 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. What is the best way to identify and select the tools that match an organization’s social media goals?How important is website integration for these tools and why?

What You Need to Know About Social MediaValuableTransforming Can be monetizedHype and myths Still trying to figure it out …in the Wild, Wild West stage…today…but not tomorrow No perfect answer

Future of Social Media?Where are we headed? What is the future of social media and how will it impact the traditional marketing mix? Is it a fad or is it a developing discipline that will continue to have more influence in brand marketing?

Q&ALast comments, advice or observations to share regarding social media and the impact on the Hospitality industry?