Buy Tourism Online 2010 - Josiah Mackenzie presentation

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

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Buy Tourism Online 2010 - Josiah Mackenzie presentation

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Buy Tourism Online 2010 - Josiah Mackenzie presentation — Presentation Transcript