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How to Build a Social (Hotel) Brand

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Presentation for Hotel Marketing Association @RadissonBlu Leicester Sq. Making these slides available for download for 24 hours. Feel free to help yourself as long as you reference @Adobe. Thanks to …

Presentation for Hotel Marketing Association @RadissonBlu Leicester Sq. Making these slides available for download for 24 hours. Feel free to help yourself as long as you reference @Adobe. Thanks to everyone who turned up. Great event.

Published in Travel , Technology , Business
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  • Thoughts and advice and a few observations for us to talk about…..[Will post on slideshare]
  • Check manually or look at http://www.socialbakers.com/facebook-pages/tag/travel/
  • Hilton Honors program – 758k fans – 0.2% engagement rate. LOYALTY!!!!$1 per fan???? $758K invested???
  • Advice to Hilton – Read ZAG!
  • NOT ABOUT YOU ANYMORE  YOU DON’T OWN YOUR BRAND!
  • Not. hard and REALLY expensive.SMWLDN – just showed how many people are still REALLY bad
  • 2 most powerful wordsWords from Radisson Blu after I tweeted en routeAverage 165 friends on Twitter1 – 165 - 27,225 – 4.5m (4 generations)They own community mgmt – in house  Real time Jamie Oliver – 160 companies
  • Advice to our clients90:10  10-15 hours everyday – commmgmtDo what you LOVE  Doesn’t feel like workRegardless of the size your audience  AttitudeBusiness case for social for more community managers
  • Red Bull gives you wiiiiiingsFlugtag!!!!  2nd biggest in the world  PTAT (0.8%)Anyone know the biggest Facebook page?
  • Coke – biggest brand in the world?Anyone know what’s special about it?They don’t own itYOU ARE NOT IN CONTROL OF YOUR BRAND ANYMORE
  • Be foxy – stop focusing on one big thing (purple cow)Lots of tiny small improvementsNot always huge technological advancements - Gregory“Success ... seems to be connected with action. Successful men keep moving. They make mistakes, but they don't quit.” ― Conrad Hilton
  • 6-7 minutesDigital DarwinismNot survivial of the fastest anymoreMarginal gainsSame with Hyatt / Saudi Airlines / Disney / Vodafone
  • Voted the best customer service program in the world
  • Unlike Nike Town – museums of product not required to make a profit??????Cathedrals – Steve made them move pillar in regent st store to fit in his (trademarked staircase).
  • Marriott  Refuse to do last minute deals and don’t haggle (we will not train the cx into thinking they don’t need to book in advance”.Data driven decisions  Adobe 19 billion  “Right message to the right person at the right time”Predictive publishingPredictive moderationOrlando world centre
  • Hotel MoneyballBurj-Al-Arab-Jumeirah-DubaiWorlds only 7 star hotel?$650m to buildRoyal suite $18,776 per night (free with a tweet??)
  • Hotel Moneyball
  • Ultimate Question 2.0I report into specialist consulting boss “emerging technologies”  Adobe Research LabsTweet emotion (behaviour + emotion + sentiment)Advertising.Twitter.comDeloitte / Crimson Hex / Nielsen / GfK = 30%+ sentiment  2.7x more sales than 30% increase ATL spend
  • Hotel Lincoln – Chicago – opened March 2012Community mgmt grows salesAverage business exec from a specific “custom audience” visited once every 30 days (12 times per year)Better commmgmt (posting & conversation strategy) = reduced that to once every 21 days (17 times per year)LVC = increase of over $1,000 per guest per year for an investment Can’t give specifics but you get the idea…http://www.fodors.com/hotel-awards/2012/local-experience/hotel-lincoln
  • Be our guest - Disney
  • Be our guest - Disney
  • Ace hotel NY
  • If you want to talk about Adobe social that does a lot of the things we’ve just discussed….

Transcript

  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How Do You Build a Social Hospitality Brand? @JeremyWaite @HMAInfo #DigiTrends14
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Number of customers who “Like” your brand page who may never return? Number of new fans who will not see your Facebook posts in 3 months time? Number of your Twitter followers who may never see any of your Tweets? 80%50%98.6%
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Top Global Hotel Pages People Talking About This is the number of unique users who have created a “story” about a page in a seven-day period. Conversation Strategy? Content Strategy? Number of your Facebook fans who actually see your posts if you have over 1m fans? 3%8,315,638 2,012,180 1,421,714 1,082,770 784,567 769,963 1.3% 0.6% 1.3% 2% 0.9% 4% Fans PTAT Who are the most engaged hotel brands? 108,955 12,412 20,823 22,545 7,098 33,742 #DigiTrends14
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Engaging with your fans and building a community are two totally different things”.
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ZAG by Marty Neumeier OUR HOTEL (LOYALTY PROGRAM) IS THE ONLY _________ THAT _________ .
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DigiTrends14
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Welcome back”.
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. No person can make it very far in this life on a 40 hour week”. J.W. Marriott
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 40,231,339 Fans 327,698 PTAT
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 70,330,775 Fans 659,068 PTAT
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Only close attention to lots of small details can make an operation first class”. J.W. Marriott
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survival of the Fittest? #DigiTrends14
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Steve Job’s sent the GM’s of the first 5 Apple stores to complete the Ritz Carlton’s customer service program.
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Apple has the highest sales per square foot of any retailer globally. NPS is in the DNA of Apple retail stores.
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “We don’t haggle with last minute bookings. We need to book the right guest on the right night for the right price”. Marriott Hotels
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Realised Value How much did you spend with us? Expected Value Average customer value? (LCV) Potential Value What did we expect you to spend with us?
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “This is about getting everything down to one number. Using stats the way we read them, we will find value in things that nobody else can see”.
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sentiment (and SNPS) Matters… “How likely would you be to recommend our hotel to your friend?”. Better Customer Service + NPS Monitoring Added $168m Dell focus on “Detractors” instead of “Promoters”. • 60% Promotors – 25% Passives – 15% Detractors • Each positive comment is worth $5.25 • It takes 5 positive comments to neutral 1 negative one
  • 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Community Management Drives Sales
  • 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DigiTrends14
  • 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “Social media is one area of business where you don’t need to outspend your competitors in order to beat them”.
  • 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @JeremyWaite | JeremyWaite.Tumblr.com