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Buy Tourism Online 2010 - Josiah Mackenzie presentation

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    Buy Tourism Online 2010 - Josiah Mackenzie presentation Buy Tourism Online 2010 - Josiah Mackenzie presentation Presentation Transcript

    • Social Media for Service
      • By Josiah Mackenzie at BTO 2010
      • @HmarketingHelp on Twitter
    • Keeping a customer is much cheaper is much cheaper
    • Less than 2% of executives using social media for service?
    • The goal of marketing
      • “ The aim of marketing is to know your customer so well the product fits him and sells itself.” - Peter Drucker
    • Who is Josiah?
      • Hotel Management: Vice President, Social Engagement, Adoba Hotels
      • Agency: Director of Marketing, ResNet World
      • Analyst: Publisher, Hotel Marketing Strategies
    • Look at the right numbers
      • Huge numbers must be put into context
      • Increasing number of followers and fans cannot become our only goal
    • Don’t underestimate the power of one person and the internet
    • Your universe must revolve around your guests
      • Obsess over first impressions
      • Obsess over little things
      • Obsess over last impressions
    • 3 stages of travel planning
          • Before a trip: Help with them planning [blogging, video]
          • During trip: Provide real-time service for memorable experiences [mobile, Twitter]
          • After the trip: Get them to share their memories online [review sites]
    • Before the Trip: Help Guests Plan Help Guests Plan
    • The “Concierge Approach to Content Marketing”
    • Your job: To become the best guide to your city or industry
    • Helpful companies get popular
      • TripAdvisor.com
      • TripWolf.com
      • Stay.com
    • Blogging : The easy way to become a guide The easy way to become a guide
    • “ Not always on-topic, but always interesting for our target audience.” - Jeremy Silverman - Jeremy Silverman
    • “ I made a €50000 sale with a snowfall update on Facebook.” - Dan Sherman, Ski.com - Dan Sherman, Ski.com - Dan Sherman, Ski.com
    • What if you built your entire website around service? entire website around service?
      • Apostrophe Hotel in Paris built their website as a city guide
      • “If you claim to be unique, you can’t have a website like the others.”
      • “We like to offer more of an agenda for Paris than the Eiffel Tower.”
    • Video: Important for Service Important for Service
      • (Could you make real-time recording easy by providing custom video cameras at each of your properties?)
    • Try this: Use video chat to help guests Use video chat to help guests
    • During the Trip: Focus on Real-time help Focus on Real-time help
    • What if you built a custom itinerary for each guest?
      • (That’s what Tailor Made Hotels does.)
      • They email each guest before arrival about their plans, than work to assemble a customized list of suggestions.
    • Ask without being intrusive
      • You don’t want to be too intrusive, but you want to ask, “What brings you to the New York City area?”
      • - Nashid Braswell, Luxe Concierge
    • Make guests feel like temporary locals temporary locals
    • How GEM Hotels in New York did this did this did this
      • 1) GEMmine -
      • chalkboard in lobby
      • 2) GEMwalks -
      • iPods with audio tours
      • 3) GEMtexts - neighborhood updates via SMS
    • Could you give guests a city guide card? a city guide card?
    • Africa Talking concierge phone concierge phone
    • Mobile is for service
    • “A Day in Paris” from Van Cleef & Arpels from Van Cleef & Arpels
    • Don’t think your guests use it?
    • 80% of mobile bookings are same-day
    • SMS for Service Opportunities
    • Twitter is (often) Mobile (often) Mobile
    • Delta’s #Snowmaggedon response on Twitter
    • “Not social media. Real time media.” Real time media.”
      • Social networks such as Facebook and Twitter give us the opportunity to serve guests and customers in real time.
      • This may make a more compelling argument for adopting the social web.
    • “Fortunes are made or lost in a minute on Wall Street.”
    • Twitter is very time-sensitive
    • Use range of searches to monitor opportunities
      • Your hotel name
      • Your hotel name + city
      • Previous property names
      • Restaurant names
      • Your manager’s name
      • Your concierge
      • Your competitors
      • Names of journalists and bloggers relevant to you
      • Tweets sent from near your location
      • Searches with location intent (city + hotel; city + event)
    • Free tool you can use: www.Tweetdeck.com www.Tweetdeck.com
    • After the Trip: Focus on Sharing Focus on Sharing
    • “ Guestsourcing”
    •  
    • “ Let Guests use Superlatives.”
      • - Terry Kane, Jumeirah Group
    • Post reviews everywhere!
    • How do I get reviews?
      • Create something worth telling your friends about
      • Ask your guests at the right time
      • Followup after the stay
    • Adele Gutman says...
      • “ You need to WOW them. You need to give them something to talk about.
      • “ You need to shower your guest with so many magical moments that they they leave the hotel excited and inspired to take the time to want to share their experience with the world.
      • “ People like to do nice things for nice people.”
    • The telephone is ringing ....will you answer it? ....will you answer it?
    • Free tool you can use: www.SocialMention.com www.SocialMention.com
    • Free tool you can use: www.ReviewPro.com www.ReviewPro.com
    • Let guest feedback guide your strategy - not industry hype
      • Do you even need Facebook?
      • Are your customers using mobile?
      • What type of email do they want to receive?
    • 3 big ideas
      • Help guests plan their trip by publishing online
      • Provide real-time, on-the-go support
      • Encourage people to share their experiences online
    • BTObonus.com Twitter: @HmarketingHelp Twitter: @HmarketingHelp