Social Media for HotelsAn Inbound Marketing Perspective                 Where Should                 Market             ?
TMwww.pragmaticlearning.in                    presents
Objective of the Presentation• Showcase Case Studies of Hotels on  – Blogs  – LinkedIn  – Pinterest (Pinboarding Platform)...
Note * * This brief considers various Online Marketing Options from an Organic (Not Paid) Perspective, Only
Agenda• What are the Options for Online Marketing ? *– Website *  – Blogs : Examples | Reasons | Our Approach  – Social Me...
Website*              * We are excluding analysis around            the Website as part of this presentation.             ...
Agenda• What are the Options for Online Marketing ?  – Website * *– Blogs : Examples | Reasons | Our Approach  – Social Me...
Examples | Reasons | Our ApproachBlog…Are Hotel Chains Blogging ?Hotel Chain        Blog   Freshness    Notes             ...
Examples | Reasons | Our ApproachBlog…Will Hoteliers continue Blogging ? 5th Benchmark Survey…What type of Web 2.0 & Socia...
Examples | Reasons | Our Approach Blog… Why? The Technical Reason…            Google “Freshness” UpdateHotel websites are ...
Examples | Reasons | Our ApproachBlog… A Study by HubspotThe Traffic Reason…                   Social                   Me...
Examples | Reasons | Our ApproachBlog…Questions We need to Answer …•   Why should We Blog? – Traffic, Branding•   What Goa...
Examples | Reasons | Our ApproachBlog…We can Target                        MoreGrowing Traffic over                Website...
Agenda• What are the Options for Online Marketing ?  – Website *  – Blogs : Examples | Reasons | Our Approach *– Social Me...
The Social Media Landscape…What would make Business Sense? Social Networking   Publishing   Location Facebook            Y...
LinkedIn| Pinterest       LinkedIn Case Study : Carlton    What did the Carlton Hotel do?       Build Closed Quality Netwo...
LinkedIn| PinterestLinkedIn is a great Opportunity toReach out to Business Professionalsnot yet fully exploited by Marketers
LinkedIn| PinterestLinkedIn : Lead GenerationIn a HubSpot study of 5,198 businesses(B2B and B2C), it was found that Linked...
LinkedIn| PinterestLinkedIn : B2B Lead GenerationWould We like to reach & engage Business Professionals?        2.3%      ...
LinkedIn| Pinterest   LinkedIn Company Pages : Hotels  Most of them have a Presence through Company Pages    Taj Hotels   ...
LinkedIn| PinterestLinkedInHow should We approach LinkedIn? - Integrated Approach       Optimized Employee                ...
LinkedIn| PinterestLinkedInHow should We approach LinkedIn? - Smartly• Did You Know?   – Using Personas Our LinkedIn Page ...
LinkedIn| PinterestPinterest : Give it a Shot..     Now No. 3 Social Network     behind Twitter & Facebook
LinkedIn| PinterestPinterest : Hotel ExamplesFour Seasons
LinkedIn| PinterestPinterest : Hotel ExamplesRoosevelt Hotel, NYC
LinkedIn| PinterestPinterestHow should We approach Pinterest? – Showcase Lifestyle•   Early Mover Advantage•   Showcase Li...
Other Ideas…•   “Second Life” for Signature Properties•   Social Mashup on Website•   TripAdvisor Feed•   Twitter Campaigns
Agenda• What are the Options for Online Marketing ?    – Website *    – Blogs : Examples | Reasons | Our Approach    – Soc...
Suggested Approach …How should We approach all of this?          External    Where (channel) is the                       ...
“Market Segment – Booking” Matrix                                                 Booking Medium                          ...
Agenda• What are the Options for Online Marketing ?   – Website *   – Blogs : Examples | Reasons | Our Approach   – Social...
The Scope : We …                   Following a proven                   Methodology                               Get    W...
POWERED BY HUBSPOT…                                      Founded by MIT Sloan Graduates  1                                ...
HubSpot – Inbound Marketing Leader
Our Work…• An Online Aggregator – Blog & LinkedIn  Implementation for Lead Generation• Global B-School – Inbound Marketing...
LinkedIn Training Sessions
www.pragmaticlearning.in                                      raj@pragmaticlearning.in                                    ...
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Social Media for Hotels

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Social Media and Web 2.0 tools are becoming preferred option for travelers whether they are searching for hotels or sharing their experiences of visiting hotels.

How can Hotels take advantage of this trend?
Please call +91 - 9717240021 for questions

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Social Media for Hotels

  1. 1. Social Media for HotelsAn Inbound Marketing Perspective Where Should Market ?
  2. 2. TMwww.pragmaticlearning.in presents
  3. 3. Objective of the Presentation• Showcase Case Studies of Hotels on – Blogs – LinkedIn – Pinterest (Pinboarding Platform)• Suggest an Approach to Develop a Strategy for Inbound Marketing
  4. 4. Note * * This brief considers various Online Marketing Options from an Organic (Not Paid) Perspective, Only
  5. 5. Agenda• What are the Options for Online Marketing ? *– Website * – Blogs : Examples | Reasons | Our Approach – Social Media : LinkedIn| Pinterest• Suggested Approach to Develop a Strategy for Inbound Marketing• Scope, Our Work & HubSpot Partnership
  6. 6. Website* * We are excluding analysis around the Website as part of this presentation. But, the Online Marketing Plan would Website merit a detailed deliberation around it for purposes of Scale
  7. 7. Agenda• What are the Options for Online Marketing ? – Website * *– Blogs : Examples | Reasons | Our Approach – Social Media : LinkedIn| Pinterest• Suggested Approach to Develop a Strategy for Inbound Marketing• Scope, Our Work & HubSpot Partnership
  8. 8. Examples | Reasons | Our ApproachBlog…Are Hotel Chains Blogging ?Hotel Chain Blog Freshness Notes Links http://travel.intercontinental.com/InterContinental Yes Dec 2009 Bill Marriott featured blogs.marriott.comMarriott Yes Yes $5 million in bookings from people who clicked through to the reservation page from its blog Media Objective http://www.hiltonglobalmediacenteHilton Yes r.com/ Brief Updates blog.hyatt.comHyatt Yes Yes family.fourseasons.comFour Seasons Yes Yes Family theme to the blog http://www.welcomzestlounge.in/inITC Hotels Yes Yes Super Content. No direct dex.aspx reservation link though Blog called WelcomZest LoungeBlogging is a non-traditional way that helps define the image of a companyand keeps in touch with consumers.
  9. 9. Examples | Reasons | Our ApproachBlog…Will Hoteliers continue Blogging ? 5th Benchmark Survey…What type of Web 2.0 & Social Media marketing initiatives are youplanning? 2008 2009 2010 2011Blog on the hotel website 14.5% 14% 37.9% 37.5%‘Share this site’ and RSS on the website N/A N/A 24.1% 33%A photo sharing functionality on the hotel website 12.7% 4.7% 32.8% 29.5%Sweepstakes and contests on the hotel website 9% 3.5% 36.2% 30.4%Survey and comment card on the hotel website 18.4% 14% 31% 35.7%Subscribe to a reputation monitoring service 8.4% 2.3% 19% 23.2%Create profiles for my hotel(s) on the social networks (Facebook,Twitter, Flickr, etc.) 13.3% 14% 50% 56.3%Create and post videos on YouTube N/A N/A 46.6% 37.5%Actively participate in blogs that concern my hotel 12.7% 5.8% 24.1% 39.3%Advertise on social media sites (e.g. TripAdvisor, Facebook, etc.) 8.1% 15.1% 39.7% 50%Not planning on Web 2.0 and Social Media initiatives for 2010 N/A 15.1% 6.9% 12.5%
  10. 10. Examples | Reasons | Our Approach Blog… Why? The Technical Reason… Google “Freshness” UpdateHotel websites are content rich vs. news (fresh) rich, with descriptions and information featuring andexplaining in detail every facet of the hotel business and service, from the bed linens to the capacityof a meeting room. The “static” content is there, but the “fresh” content is certainly lacking, and thisis the main issue with current hotel websites after the latest Google algorithm updates.Blog Slog Blog Slog Blog
  11. 11. Examples | Reasons | Our ApproachBlog… A Study by HubspotThe Traffic Reason… Social Media SEO Blog
  12. 12. Examples | Reasons | Our ApproachBlog…Questions We need to Answer …• Why should We Blog? – Traffic, Branding• What Goals should We Target?• What should be the Type of the Blog?• Who would Blog?• What best practices to adopt?• How to Optimize and Promote?• What Publishing Calendar can we Commit to ?
  13. 13. Examples | Reasons | Our ApproachBlog…We can Target MoreGrowing Traffic over Website Trafficthe next More Indexed6 Months Page & Links. Better SEO Increase Conversion More with Offers, Systematic Blogs CTA’s & Landing Pages
  14. 14. Agenda• What are the Options for Online Marketing ? – Website * – Blogs : Examples | Reasons | Our Approach *– Social Media : LinkedIn| Pinterest• Suggested Approach to Develop a Strategy for Inbound Marketing• Scope, Our Work & HubSpot Partnership
  15. 15. The Social Media Landscape…What would make Business Sense? Social Networking Publishing Location Facebook YouTube FourSquare Google + Podcasts Google Check-Ins Twitter Flickr Facebook Check-Ins LinkedIn PinterestEach platform has to be evaluated based on CustomerProfile & Business Objective. In this presentation, Welook at LinkedIn & Pinterest from a Market Perspective
  16. 16. LinkedIn| Pinterest LinkedIn Case Study : Carlton What did the Carlton Hotel do? Build Closed Quality Network Profile Optimization Advanced Search & Apps Social CRMLess than 90 days after implementation, the Carlton’s five-person sales team sourced $186,550 in new businesshttp://smartblogs.com/social-media/2010/11/08/the-carlton-hotel-leverages-linkedin-for-business-development/
  17. 17. LinkedIn| PinterestLinkedIn is a great Opportunity toReach out to Business Professionalsnot yet fully exploited by Marketers
  18. 18. LinkedIn| PinterestLinkedIn : Lead GenerationIn a HubSpot study of 5,198 businesses(B2B and B2C), it was found that LinkedIngenerated the highest visitor-to-leadconversion rate at 2.74%, almost 3 timesthan Twitter (.69%) and Facebook (.77%) Jeff Weiner, CEO, LinkedIn at B2B Connect
  19. 19. LinkedIn| PinterestLinkedIn : B2B Lead GenerationWould We like to reach & engage Business Professionals? 2.3% 4.4% 4.8% 5.2% 5.5% INDIA - 14,234,701
  20. 20. LinkedIn| Pinterest LinkedIn Company Pages : Hotels Most of them have a Presence through Company Pages Taj Hotels Starwood Oberoi Hotels Leela Four Seasons Hyatt Fortune HotelsBut this presence is mostly to leverage otherLinkedIn Assets owned by these Hotels – Employee Profiles,Media Mentions and Applications
  21. 21. LinkedIn| PinterestLinkedInHow should We approach LinkedIn? - Integrated Approach Optimized Employee LinkedIn Answers Profiles Integrated Approach LinkedIn Today LinkedIn Groups
  22. 22. LinkedIn| PinterestLinkedInHow should We approach LinkedIn? - Smartly• Did You Know? – Using Personas Our LinkedIn Page can be customized to look different for Goa members, Delhi members etc. , ditto for IT professionals, banking professionals, Seniority …. – Campaigns can be done using LinkedIn API (Volkswagen Case Study) – Targeted LinkedIn Ads can also be done : Display & Graphic
  23. 23. LinkedIn| PinterestPinterest : Give it a Shot.. Now No. 3 Social Network behind Twitter & Facebook
  24. 24. LinkedIn| PinterestPinterest : Hotel ExamplesFour Seasons
  25. 25. LinkedIn| PinterestPinterest : Hotel ExamplesRoosevelt Hotel, NYC
  26. 26. LinkedIn| PinterestPinterestHow should We approach Pinterest? – Showcase Lifestyle• Early Mover Advantage• Showcase Lifestyle• Business Case – too early to call• Branding, Communication & Engagement• Foreign Customers – could click !!
  27. 27. Other Ideas…• “Second Life” for Signature Properties• Social Mashup on Website• TripAdvisor Feed• Twitter Campaigns
  28. 28. Agenda• What are the Options for Online Marketing ? – Website * – Blogs : Examples | Reasons | Our Approach – Social Media : LinkedIn| Pinterest*• Suggested Approach to Develop a Strategy for Inbound Marketing• Scope, Our Work & HubSpot Partnership
  29. 29. Suggested Approach …How should We approach all of this? External Where (channel) is the Internal Conversation happening w.r.t. Hotels ? Build “Market Segment – Booking Engine” Matrix Measure Activity & Competition Formulate Marketing Strategy for Each Channel
  30. 30. “Market Segment – Booking” Matrix Booking Medium % Revenue Direct GDS Brand.co OTA Travel Enquiry m Agent% RevenueAirline CrewBusiness Traveler - DomesticBusiness Traveler - ForeignDomestic - Tourists/Leisure FITForeign - Tourists/Leisure FITMeeting ParticipantsTour Groups - DomesticTour Groups - Foreign Market Segment
  31. 31. Agenda• What are the Options for Online Marketing ? – Website * – Blogs : Examples | Reasons | Our Approach – Social Media : LinkedIn| Pinterest• Suggested Approach to Develop a Strategy for Inbound Marketing* Scope, Our Work & HubSpot Partnership•
  32. 32. The Scope : We … Following a proven Methodology Get Website Found Analyze Convert
  33. 33. POWERED BY HUBSPOT… Founded by MIT Sloan Graduates 1 Text goes Funded Sequoia Capital, Google Ventures & here Salesforce 5,600 customers Average worldwide HubSpot customer lead growth: 32% HubSpot Text growth rate of 6015% goes Over three years here
  34. 34. HubSpot – Inbound Marketing Leader
  35. 35. Our Work…• An Online Aggregator – Blog & LinkedIn Implementation for Lead Generation• Global B-School – Inbound Marketing Consulting• Gamification Company – LinkedIn Implementation• Social Enterprise – Social Media Consulting• LinkedIn Class Training at Corporates
  36. 36. LinkedIn Training Sessions
  37. 37. www.pragmaticlearning.in raj@pragmaticlearning.in (+91) – 971 724 0021 TM © 2012 Pragmatic Learning Pvt. Ltd.
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