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.
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??)
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….