search• Four billion searches a year on Google are for hotels• 32% of all hotel bookings begin with a search on Google• Google drive SEOs In Panic Mode
mobilemore mobile internetusers than desktopusers in 2012Morgan Stanley Researchmobile devices will overtake PCs as the most commonWeb device for research and bookings by 2013 (Google projection, 2012)
social media is in the DNA of hoteliers• used to have direct customer contact• used to word of mouth marketing
online review reputation and revenuethe link between an online review reputation andrevenue is increasingly clear “1 point increase in a review score equates to a 9% increase in average daily rate (ADR)” http://www.hotelnewsnow.com/Articles.aspx/8649/Emerging-distribution-channels-add-variety
social media more effective than a website“The manpower once devotedto the site is being redirectedtoward the department’s socialmedia assets, which useTwitter, Facebook andYouTube”IIP Deputy Assistant Secretary Duncan MacInnes called it a shift to a“more proactive” web engagement strategy
personal social networkconnect with friends andbusiness associatesconvert friends and fans tocustomerspages for business use(marketing and communication)
professional social networksocial network for businessprofessionalsexpand your network viayour relationspermanent onlinebusinesscard and CV
location sharingshare location by check-in give incentives to visitors to loyalcustomerscommunicatie with personsin your venue
social bookmarkingtag and sharebookmarks online as much web traffic referral as Twitter Pinterest is now generatingHas over 18.000.000 userscreatethat right: TEN MILLIONyou read interest boards80% of the users are womenI expect as Pinterest moves out of limited beta that the gender curve will even out a bitfind interesting andrelevant sites(and have your site found)
hotel review sites• review and rating hotels• customers share opinions, compliments and complaints• manage your online reputation
photo sharingshare pictures with friendsand business contactsbuild a central picturearchive / re-use on websiteand social networksredirect to website andfacebook
video sharingpeople like watching videowell indexed by Googlere-use video on website andsocial media (Facebook)redirect to website andfacebook
wow!72 hours of video uploadedevery minute4 billion views per dayamong most used sitesworldwide
smart TV YouTube via theinternet connected remote controlYouTube conquer the livingroom
you know the urlyou search via Google social content in Google index
creators Creators they produce the social content The Social Technocratics LadderTM critics Critics react on other peoples content. collectors Collectors organize content for their own use or for others joiners Joiners active joiners of social networks spectators Spectators consume sociale content inactives Inactives don’t consume nor produce any social contentgroups contain persons who are at least once a month active in this group
Klout: measuring your social influenceHow Klout helps you: social media has democratized influence• Do others trust your opinions online?• What topics are you the most influential on?• How do you compare with your network?
why should I respond to reviews? 2010 Q4 Forrester/TripAdvisor Custom Online Survey
what should I say?• thank the reviewer• apologize if something went wrong, -> and say how you’re following up (and do it!)• If a review is offensive or irrational, you may choose to disregard it• Intel’s social media policy; -> responding to “the Good, the Bad, but not the Ugly”.
how can I cope with bad reviews?• realize that: “At some point every business receives negative criticism, sometimes unjustly so” -> it’s hoteliers (not travellers) who obsess over bad reviews• criticism adds authenticity and sets expectations• show leadership: -> listen, learn, support your team and soldier on
how can I improve my rating and ranking?• quality and volume of reviews• recent reviews have greater weight than old reviews• the only sure way to increase ratings: -> exceed guest expectations time and again• keep your listing up to date and complete• … and don’t be shy about asking for reviews
false or fake reviews according to Daniel Edward Craig• Post a response to diplomatically set the record straight – Inaccurate information is often the result of a misunderstanding rather than mean-spiritedness – never accuse a reviewer of dishonesty• TripAdvisor has a zero tolerance policy for fraud and has sophisticated tools for detecting it – never post fake reviews!
5. talk on the right moment http://www.whentotweet.com/
http://wallblog.co.uk/2012/06/21/brands-arent-listening-to-social-customers-70-of-fan-questions-go-unanswered/ 6. never ignorerespond to questions,mentions , compliments andcomplainsreact allways and fast(and do it polite)give attention like ina real shop