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Hotel Website Marketing Online social media opportunities for the hospitality and tourism industry

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Can Twitter, LinkedIn, Facebook, Blogs and other social media websites sell hotels online? Well of course they can. And do. A presentation on social media in the tourism industry made to hotel and …

Can Twitter, LinkedIn, Facebook, Blogs and other social media websites sell hotels online? Well of course they can. And do. A presentation on social media in the tourism industry made to hotel and hospitality professionals in Dublin Ireland in June 2009.

Published in: Technology, Business, Travel

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  • 1. Hotel Website Marketing Online social media opportunities for the hospitality and tourism industry June 30, 2009
  • 2. What are people looking for? PRODUCTS AND SERVICES BEING RESEARCHED ONLINE SOURCE: eMarketer 2008
  • 3. If I build it will they come? NUMBER OF TRAVEL SITES VISITED ON AVERAGE SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
  • 4. “Irish holidaymakers are showing a growing interest in Ireland… Hotels.com has revealed there has been an increase in domestic searches by 40% ” Hotels.com 2009
  • 5. OK then, fine, what about Ireland? PRODUCTS AND SERVICES BEING USED ONLINE SOURCE: Joint National Internet Research (JNIR) July - December 2008
  • 6. Why social media? AGES 43-52 AGES 53-63 REGULAR USERS OF ONLINE SOCIAL MEDIA SOURCE: Forrester Research The Social Technographics® Profile Of European Baby Boomers 2009
  • 7. No seriously, why social media? EUROPEAN USERS OF SOCIAL NETWORKS SOURCE: Datamonitor Online Social Networking 2009
  • 8. Enough with the charts already!
  • 9. TRANSLATION: “By relying on the latest technology and shifting to 100% Web-based advertising, Tourisme Montréal WE CAN MEASURE can, as opposed to more traditional style advertising, accurately assess campaign impact STUFF REAL GOOD ON with target audiences and maximize investments in this regard.” THE INTERWEBS Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal
  • 10. “The internet has roughly the influence of the second strongest medium - television - 2x and roughly printed media” 8x the influence of traditional Digital Influence Index, Fleishman-Hillard International Communications/Harris Interactive, 2008
  • 11. What does social media take? BUDGET TIME (I hope they don’t realize this is another chart.)
  • 12. Twitter: the stupidest thing I ever heard of GLOBAL TWITTER ADOPTION (Sorry. Absolutely the last chart. I promise.) SOURCE: comScore 2009
  • 13. Blogging: what’s it good for? PERCENTAGE OF BLOG READERS WHO READ TRAVEL BLOGS (Wait! Don’t leave. This isn’t a chart. It’s an… illustration?) SOURCE: PhoCusWright Travel 2.0 Consumer Technology Survey 2007
  • 14. LinkedIn: don’t be left out (get it?) PERCENTAGE OF PEOPLE WHO ARE HAPPY THERE IS NO CHART ON THIS PAGE
  • 15. Always close on something cool
  • 16. Did it work? • Original goal: 400K visitors for the whole campaign • 200K visitors in the first day • 2 month campaign had over 2.5M visitors • 11K video submissions from interested job applicants • Over 5K independent blog mentions • $1.7M global marketing campaign generated $70M worth of publicity • 2009 Cannes Lions Grand Prix
  • 17. Great. So what do I do now smartguy? • Listen and engage (grow big ears) • Target the influencers (and make them evangelists) • Empower your friends (read: customers) • Encourage people to speak their minds (then thank or fix) • Start small (scale smart) • Be yourself (your usual charming, witty, interesting self) • Don’t just stand there (learn something new every day!)
  • 18. Reading List • Internet Marketing for Travel & Tourism http://www.tourismkeys.ca/blog/ • Dot Tourism http://dottourism.com/blog/ • The Tourism Research Blog http://blog.highlandbusinessresearch.co.uk/ • up take Travel Industry Blog http://travel-industry.uptake.com/blog/ • Tourism Internet Marketing http://tourisminternetmarketing.com/ • Travel & Tourism Technology Trends http://tourismtechnology.rezgo.com/ • http://www.suite101.com/travel/ • http://travel.alltop.com/
  • 19. Homework http://www.tourism-intelligence.co.uk/listeningtoourvisitors.aspx http://www.highlandbusinessresearch.com/downloads/tipsfromthetlist.pdf
  • 20. Thank You! mark.co@iiproximity.com http://www.twitter.com/IrishIntl