Get Social - Hotels: Social Media Trends in the Hospitality Industry

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http://brainalchemist.com - Social Media Trends in the Hospitality Industry

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Get Social - Hotels: Social Media Trends in the Hospitality Industry

  1. 1. Get Social: Hotels Social Media Trends in the Hospitality Industry http://brainalchemist.com
  2. 3. Objectives <ul><li>The COLLOQUY-DMA national survey </li></ul><ul><li>results show the 2009 average social </li></ul><ul><li>media spend for marketers across </li></ul><ul><li>different objectives: </li></ul><ul><li>Customer loyalty: $88,000 (51%) </li></ul><ul><li>Brand awareness: $53,000 (31%) </li></ul><ul><li>Customer acquisition: $30,000 (18%) </li></ul><ul><li>The amount of social media budget </li></ul><ul><li>Marketers allocated to loyalty objectives </li></ul><ul><li>increased by 293% over the past 12 </li></ul><ul><li>months, easily surpassing allocation </li></ul><ul><li>increases for all other social media-related </li></ul><ul><li>marketing objectives. </li></ul>
  3. 4. Social Media Stats <ul><li>There are 500 million Facebook users. </li></ul><ul><li>Twitter boasts about 65 million tweets per day, and 1 of every 5 tweets mentions a product or a brand. </li></ul><ul><li>There are 550,000 groups on LinkedIn across 150 industries. </li></ul>
  4. 5. Social Media for Customer Acquisition
  5. 6. Time to reach audience of 50 million (Source: Shift Happens) <ul><li>Radio: 38 years </li></ul><ul><li>TV: 13 years </li></ul><ul><li>Internet: 4 years </li></ul><ul><li>iPod: 3 years </li></ul><ul><li>Facebook: 2 years </li></ul>
  6. 7. Social Media for Customer Acquisition: Who should be in your network? <ul><li>Business travelers (corporate accounts, sales, service professionals, international) </li></ul><ul><li>Leisure travelers </li></ul><ul><li>Travel agents </li></ul><ul><li>Associations, civic groups, conference organizers, event planners </li></ul><ul><li>Influencers: travel magazines, travel sites, travel bloggers </li></ul><ul><li>Competition </li></ul>
  7. 8. Social Media for Brand Awareness
  8. 9. Social Media for Brand Awareness <ul><li>Brand monitoring: listening to conversations about your brand. </li></ul><ul><li>Identifying brand messages . </li></ul><ul><li>Creating consistent voice across various touch points with prospects, customers, influencers. </li></ul><ul><li>Leveraging market trends : staycation, co-working space for freelancers & solopreneurs, etc. </li></ul>
  9. 10. Social Media for Customer Service & Customer Loyalty
  10. 11. Social Media for Customer Service & Customer Loyalty <ul><li>Monitoring customer feedback and inquiries. </li></ul><ul><li>Prompt response to customer feedback. </li></ul><ul><li>Managing reputation and addressing negative media. </li></ul><ul><li>Requesting suggestions on how to improve customer service from customers. </li></ul>
  11. 12. Best Practices for Customer Acquisition: Know your customers and leverage what you know <ul><li>MGM Mirage, Las Vegas Twitter & FB content: </li></ul><ul><li>night club entertainment; </li></ul><ul><li>special restaurant offers; </li></ul><ul><li>jackpot winners; </li></ul><ul><li>special rates for friends and followers; </li></ul><ul><li>a separate website and Twitter profiles for corporate accounts. </li></ul>
  12. 13. Best Practices for Customer Acquisition: Karma Capitalism & Social Responsibility <ul><li>TownePlace Suites by </li></ul><ul><li>Marriott: </li></ul><ul><li>With a simple click on the </li></ul><ul><li>brand’s new Facebook </li></ul><ul><li>Application, you make a bed </li></ul><ul><li>and TownePlace Suites </li></ul><ul><li>donates $2 to American </li></ul><ul><li>Red Cross Disaster Relief. </li></ul>
  13. 14. Best Practices for Customer Acquisition: Location, Location, Location-Based Social Networks <ul><li>Gowalla is an example of a </li></ul><ul><li>location-based </li></ul><ul><li>social network that lets </li></ul><ul><li>people tell others where </li></ul><ul><li>they are with their GPS- </li></ul><ul><li>enabled smart phone. Hotel </li></ul><ul><li>guests who check in </li></ul><ul><li>with Gowalla are offered </li></ul><ul><li>special promotions, </li></ul><ul><li>including free nights at the </li></ul><ul><li>hotel. </li></ul>
  14. 15. Best Practices for Brand Awareness: Tap into existing passions <ul><li>Ace Hotel </li></ul>
  15. 16. Best Practices for Brand Awareness : Tap into existing passions (cont.)
  16. 17. Best Practices for Brand Awareness: Think like a publisher <ul><li>Luxury Manifesto from </li></ul><ul><li>Hilton’s Waldorf Astoria </li></ul><ul><li>Hotels & Resorts: </li></ul><ul><li>A series of taped conversations </li></ul><ul><li>between John Vanderslice, global </li></ul><ul><li>head of luxury and lifestyle at </li></ul><ul><li>ilton and “luxury leaders” such as </li></ul><ul><li>New Yorker Magazine publisher </li></ul><ul><li>Lisa Hughes, designer Tommy </li></ul><ul><li>Hilfiger and Steve Sadove of Saks </li></ul><ul><li>Fifth Avenue. Hilton posts the </li></ul><ul><li>videos online to get consumers </li></ul><ul><li>and luxury insiders talking about </li></ul><ul><li>the new luxury concepts. </li></ul>
  17. 18. Best Practices for Brand Awareness: Address image problems <ul><li>Destination Hotels & Resort’ </li></ul><ul><li>Wild Dunes in Charleston, </li></ul><ul><li>SC saved its peak season in </li></ul><ul><li>2008 by addressing the </li></ul><ul><li>image problem caused by </li></ul><ul><li>beach erosion through </li></ul><ul><li>optimized press releases, </li></ul><ul><li>YouTube video of the golf </li></ul><ul><li>pro and comments on </li></ul><ul><li>TripAdvisor. </li></ul>
  18. 19. Best Practices for Customer Service & Customer Loyalty: The Rules of Engagement <ul><li>The Marriott News Center </li></ul><ul><li>( www.MarriottNewsCenter.com ): </li></ul><ul><li>With this new social and </li></ul><ul><li>multimedia hub, which welcomes </li></ul><ul><li>12 million unique visitors a month, </li></ul><ul><li>there's just one single place to </li></ul><ul><li>connect for all Marriott online </li></ul><ul><li>news, photos, videos, blogs, </li></ul><ul><li>Twitter feeds, and more. </li></ul>
  19. 20. Best Practices for Customer Service & Customer Loyalty: Comfort <ul><li>Conrad Hotels & Resorts </li></ul><ul><li>takes it to a new level of comfort </li></ul><ul><li>with extensive pillow menus that </li></ul><ul><li>include more than 75 varieties of </li></ul><ul><li>pillows to choose from across the </li></ul><ul><li>globe. Conrad Hotels & Resorts’ </li></ul><ul><li>pillow menu choices vary by </li></ul><ul><li>destination and are posted on the </li></ul><ul><li>hotels’ websites. </li></ul>
  20. 21. Social Media Metrics: Outreach <ul><li>Number of posts and updates </li></ul><ul><li>Number of new and returning visitors to your blogs and websites </li></ul><ul><li>Number of friends, followers, members, RSS subscribers </li></ul>
  21. 22. Social Media Metrics: Influence <ul><li>Repeat visitors </li></ul><ul><li>Followers of followers </li></ul><ul><li>Directory listings </li></ul><ul><li>Referrals from social networks </li></ul><ul><li>Republished links </li></ul><ul><li>Retweets </li></ul><ul><li>Technorati authority for blogs </li></ul>
  22. 23. Social Media Metrics: Engagement <ul><li>Number of bookmarked links or items saved to wishlists </li></ul><ul><li>Content ratings, likes, favorites </li></ul><ul><li>Time spent onsite </li></ul><ul><li>Number of comments </li></ul><ul><li>Number of questions </li></ul><ul><li>Number of downloads </li></ul><ul><li>Number of views </li></ul><ul><li>Click-through rate (CTR) </li></ul><ul><li>Number of email subscriptions </li></ul><ul><li>New member registrations </li></ul><ul><li>Number of purchases </li></ul><ul><li>Number of recommendations </li></ul>
  23. 24. Social Media Metrics: Market Research <ul><li>Analysis of audience feedback for neutral, positive and negative attitudes and emotions </li></ul><ul><li>Analysis of keywords that people use to tag your content on bookmarking sites </li></ul><ul><li>Analysis of keywords people use to search for your content, products or services </li></ul><ul><li>Tracking of your company name and URL. </li></ul><ul><li>Customer reviews </li></ul><ul><li>Complaints </li></ul><ul><li>Surveys </li></ul>
  24. 25. http://brainalchemist.com

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