8 Hospitality Social Media Tips - SMAZ Feb 2011 - ethology, mike corak, content marketing, content strategy

February 2011
Social Media Best Practices for Hospitality
Social Media AZ

Agenda
State of the Nation
Common Challenges
How to Solve Them
What’s Possible?
Mike Corak
VP of Strategy
@mikecorak

Hospitality and Social Media
State of the nation

Social = Hospitality
Online mirrors inherent off-line day-to-day:
Touch-points throughout the customer lifecycle
Pre, during, and post visit
High value, high trust
Vacations, important business trips, etc.
Customer service and reputation management
Advocacy
Building buzz and community
Collecting and analyzing feedback to improve satisfaction

Facebook Page Marketing
http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing?from=embed

http://www.slideshare.net/jeremiah_owyang/the-8-success-criteria-for-facebook-page-marketing?from=embed

Common Hotel Facebook Activity
x
x
x
x

http://www.mrchrishill.com/2009/12/be-hospitable.html

So if Social is all about Hospitality, Why Then Is It So Challenging for Hospitality Organizations to Implement Social?

Hospitality and Social Media
Common challenges

Operational Anarchy (Where’s the Plan?)

Content Marketing – Who’s Doing It?

Grasping the Blogosphere Beyond FB &TW

Other Challenges
Defining the opportunity
Resourcing against the opportunity
Training
Tools

7 Best Practices to Improve Your Hospitality Social Media Efforts
How do we solve them?

1. Understand Content Demand In Relation to Your Business
Beyond brand, develop a keyword target list to guide your content planning:
Search
What keywords perform best beyond brand phrases?
What phrases are you targeting?
What content is of interest to the public?
Website
What content is most highly consumed?
Offline/Brand
What are you known for?

2. Identify, Quantify, and Examine the Opportunity Around Topical Points of Interest

Social Isn’t Only About Participating in Conversations, It’s About Starting Them
Distribute Content to Relevant Outposts With A Defined Purpose
Prioritize Topical Interest
Create & Optimize Content

3. Organize Internally for Success
Roles and Responsibilities (Hire a Community Manager!)
Empower Subject Matter Experts With Training and a Plan
Armed with Content Demand Insights
With Measurable Goals and Frequent Check-ins
http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration

4. Be Hospitable! Reputation Management Offense and Defense
Twitter and Facebook allow for great public customer service and advocacy
Review sites that allow responses
TripAdvisor
Expedia
Hotels.com
Yelp
Trip Advisor and Yelp allow private messages
What drives bookings?
51% Reputation, recommendations and online reviews
48% hotel location
-42% Price
Market Metrix, Jan 2010

Reputation Management Benefits: Woodside Hotels
4 of their 5 hotels are number 1 on TripAdvisor
With strong focus on review management, Revinate alerts allow executive team, as well as property team to see all
new reviews across the leading review sites and OTAs
Uses Revinate to better understand competition and get constructive ideas for improvement

Best Practices for Responding to Negative Hospitality Reviews
Thank reviewer for taking the time to write a review and share their experiences
Thank the reviewer for any positives in the review
Apologize for an atypical experience and assure them that you will personally make sure that the feedback is used to improve operations
Turn a negative into a positive - Tell the reviewer that customer satisfaction is number 1 and you know your property can do better and you would love the opportunity to prove it.

5. Encourage the Behavior You Desire
Include calls to action in all relevant outposts and messages
Set user expectations
Cross promote interaction across platforms based on purpose (sites, social outposts, email integration, drive paid advertising to social outposts as applicable)
Run Facebook Ads!

6. Social Location/Mobile Opportunities
Own accounts across various location based services
Facebook Places and Foursquare
Consider messaging and up-sell upon check-in
Create a mobile friendly version of the site addressing mobile needs
Check your analytics to view the percentage of visitors from mobile devices
Review most commonly viewed content
Point users towards social location outposts

7. Get the Right Kind of Help
In-House Resources
Day-to-Day Account Management
Conversation Participation
Content Creation (Input)
Scheduled Distribution
Daily Measurement and Adjustment
Reputation Management
Agency Resources
Internal Buy-off
Demand Research
Social and Content Planning
Periodic Consultation and Recommendations
Web/App Development
Outpost Adjustments
Latest and Greatest
PR Related Tasks (influencer outreach, relationship building, etc)
Display advertising
Tool selection (and licensing)

Callaway Gardens: Social Success
Callaway Gardens Social Media Program launch – 1st Quarter Results Tactics:
- No paid advertising, fueled by content demand understanding, content distribution, cross platform and effort promotion
Bookings Directly Attributed to Social Media
Revenue Up Over 1,000%
Total Bookings Up 600%
Average Value Up 82%
Visits Up 95%
Social Media Interactions
3,000+ Facebook Fans
Seven+ Interactions per Day
10 Positive TripAdvisor Reviews

http://digitalmarketingstrategy.com	1191
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http://feeds.feedburner.com	30
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http://translate.googleusercontent.com	5
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8 Hospitality Social Media Tips - SMAZ Feb 2011 - ethology, mike corak, content marketing, content strategy

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