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Social Media State of the Union [Slides]

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Keeping up with the ever-changing social media world can prove to be quite challenging. We've partnered with Benji Greenberg of BCV to get hoteliers and restaurateurs up to speed on what's happening …

Keeping up with the ever-changing social media world can prove to be quite challenging. We've partnered with Benji Greenberg of BCV to get hoteliers and restaurateurs up to speed on what's happening in social media and where they would benefit from these new trends and directions.

In this recorded one hour webinar, we explore Google+ and why your hotel or restaurant will benefit from having a Page, Pinterest and how businesses are effectively using this platform to strengthen their brand identity and loyalty, Instagram and how this platform can be used to populate engaging content for other social channels.

This webinar is perfect for any hoteliers and restaurateurs that are looking to stay ahead of the social media curve and learn new, creative ways to build their social followings.

For more content please visit our website: http://www.revinate.com

Published in: Technology, Business

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  • I know we have a lot of clients on the call but for those of you unfamiliar with Revinate, we are the gold standard for online reputation and social media management for the hospitality industry and provide a software services that allows our clients to easily monitor and manage their presence on hundreds of review sites, OTAs and social network.The product is designed exclusively for hotels and restaurants by experts in the travel and hospitality space. Most importantly, Revinate is an easy-to-use too that is designed to save you time, guide your social media outreach and provide invaluable business intelligence through powerful analytics and benchmarking.And finally, we are tuned into social media and how today’s hospitality consumers use it to make buying and travel decisions, allowing us to provide the industry with best practices and webinars, like the one you’re attended today!
  • The reason why many hotels turn to Revinate is because there is so much user generated content, spread across so many different social sites. It is nearly impossible to manually seek out all the mentions of your hotel and harder still to make order of what people are saying. For that reason, Revinate has created a single dashboard for seeing everything that is being said about your hotel online and tools and reports to analyze how you're doing on these channels and against your comp set. Our tool make it simple to operationalize feedback, improve marketing and sales, and share information throughout the organization. Finally, we provide a suite of integrated social media tools, allowing you to manage Facebook, Twitter, and foursquare all from within Revinate. Social media has become critical to how hotels manage relationships with prospects and guests, so we wanted to help you understand the current landscape.
  • Now, just a couple of housekeeping issues before we get started.1. Everyone on the call is muted. 2. Please take a second to locate the questions box on the right hand side of the screen and feel free to ask questions throughout the webinar as I’ll be monitoring questions and answering. As questions come up, we will publicly respond to some of them as time permits and will share the questions and answers in the Revinate blog afterwards.3. We want to make sure to keep the sales pitch out of this webinar so if you want a full blown demo of Revinate or want more info BCV’s services, please email info@revinate.com.4. Finally, we will be following up after the event with a link to a recording so no need to take a ton of notes.
  • Today we’re going to be talking about three emerging platforms Google+, Instagram, and Pinterest. We will discuss how using these platforms can help your hotel or restaurant drive loyalty and sales. But I wanted to start by sharing a stats on why it’s important to care about social media. Bain and Company recently reported that customers who engage with businesses over social media are more loyal and they spend up to 40% more with those companies than other businesses.We also find that customers are starting to use these tools more and more throughout the buying process and even as a customer service channel. Never before has it been more important to know what your customers are saying about you online.
  • Now, it’s my pleasure to introduce our guest, BenjiGreenberg.Benji is the President and founder of BCV, a social media management agency. Benji and his team specialize in 24/7 monitoring,New Customer Identification, Content Development and social engagement. He also speaks and blogs regularly on the topics of online reputation management and social media engagement. And finally, we have the pleasure of working with the BCV team on joint clients such as One&Only, Intercontential, Four Seasons, and The Peninsula Hotels to name a few. Benji: Thanks Ashley, really excited to be here.Ashley: And we’re very happy to have you here as well Benji.
  • Google’s “social network” Integration into search results and rankingsThe future of Google’s search efforts will be personalizedAttempting to provide more relevant results
  • Google’s “social network” Integration into search results and rankingsThe future of Google’s search efforts will be personalizedAttempting to provide more relevant results
  • Ashley will walk through creating a page with a live demo. This will cover: Sign into your Google account and then visit http://www.google.com/+/businessSelect which category your business falls into. Local Business or Place is suitable for hotels, restaurants, places, stores and services.Add you business’ tag line, which is limited to 10 words, and upload a photo. This is what will appear when users search for your business on Google.Add Managers of your page by visiting the Managers Tab in your page’s Google+ Settings.
  • Thank you for the demonstration Ashley. I just want to touch on a few best practices for building out your Page once it’s live. Be sure to add your business’ information in your About section. Include your website’s link, phone number and address to help customers learn more about your business. Keep your listing curated with up to date informationIntegrated with booking services
  • Google+ Events are another way to interact with users.Share your event with your Circles or open the event to the public.Google+ Events sync with users Google Calendars once they RSVP.Google+ Events also integrates with Google Maps to allow guests to get direction s directly from the event page.Turn on Party Mode to enable guests to upload photos in real time to one album on the event page.
  • Just to reiterate, we want to keep this discussion high level and get you start thinking about what your Google+ presence can look like. In the next in-depth webinar, we’ll discuss more specifics around… Verify your account to be found across Google, including Search and Maps. Also, connect your website by adding the Google+ badge or small code snipped on your site.Raise social awareness of your business to increase relevance by linking your Google+ Page to your adsEvents pages and how to use these to share events that you have going on in google searches. But for now, let’s look at the some brands that are doing a great job already on Google+
  • Napa Valley Marriott Hotel creatively showcases photos on its landing page.Has uploaded photo albums to give more insight into the property.Acts as a virtual concierge by adding pertinent information and links.
  • Hotel Berlin integrates images of its hotel into its cover photo on their landing page.Has uploaded videos to showcase the property.Links to its other social media networks and other relevant sites making it a one-stop-shop for customers.
  • Grand Hyatt Kauai Resort and Spa creatively integrates its profile photo with its cover photo. Posts visually stimulating images and pertinent news about specials and events.Seamlessly links to relevant sites, including links to the resort’s spa and dining pages, in its about section.
  • Holiday Inn Washington DC posts frequently and engages with users by cross posting with brands, such as Discovery Channel, and using hash tags.Has an extensive about me that acts as a virtual concierge for users visiting the property’s Page.Leverages its other social media channels by use of links.
  •  Connect with users by furthering your brand identity through aspirational photography on Instagram.Spotlight your brand on the platform that currently has over 27 million users and is continuing to grow.Instagram integrates seamlessly with other social media platforms, such as Twitter and Facebook.Find content through searching relevant hash tags that users and guests are already using. Run contests and promotions to boost engagement and spread brand awarenessGain insight into Followers through use of analytics websites.  
  • Showcase brand through use of aspirational photographs.Integrate website link to direct users to desired location.searching for hash tags relevant to your brand, such as your property’s name.
  • Create visually appealing photographs by adding filters, contrast and frames.After adding a filter you can write a caption, add your location and push your photo to other various social media platforms.
  • The Beverly Wilshire posts photos frequently and gives users a behind-the-scene look into their brand.Showcases their Instagram feed by creating a tab on Facebook.
  • The W Hotel NY’s Instagram acts as a virtual concierge, showcasing travel tips and ideas for users .Engages users by posting specials and events on its feed.
  • Fontainebleau recently ran a short campaign to gain followers and increase brand awareness on Instagram.Leveraged contest by use of hash tag and posting about promotion on Twitter.Contest ran for 3 days and gained Followers by 12 percent.Total Potential Impressions on Twitter, using hash tag #Bleau1954, reached over 170 thousand.
  • Clicking on an Instagram link in your twitter feed now allows interaction with photosInstagram recently allowed comments from web image portalLogin to comment or like the photoMore integration coming down the line?
  • Promote your brand identity through the use of the visually stimulating social media platform Pinterest.Showcase your brand’s personality and core values by pinning aspirational images that highlight brand personalityShowcase your hotel’s amenities and offeringsWedding space (aspirational photo not stock) Unique Spaetc
  • Hotel Austin showcases its brand by pinning Austin related images, travel tips and more.Engages users by creating collaborative boards that allow influential users to Pin on the board.
  • Aqua Hotels and Resorts spotlight its various Hawaii properties on Pinterest while also highlighting Hawaii as a destination.Acts as a virtual concierge on Pinterest by showcasing activities, restaurants and more.
  • Mr. and Mrs. Smith hotels highlight their brand identity through use of on-brand imagery, showcasing their partners and more.Mr. and Mrs. Smith’s Pinterest spotlights positive press and reviews, adding valuable insight to potential customers.
  • More channels means more customer touch pointsCurate your information on each networkUtilize instagram to generate engaging contentContent needs to be specific to each channelAs always: if you wouldn't be interested in the content you are putting out… Don't put it out. 
  • Thank Benji. Just to add to what you’ve recapped, Revinate understand how difficult and time consuming social media management can be and strives to have the most integrated and intuitive social media management tool around for the hospitality industry. Our platform is the hub for all social activity and helps you focus your efforts on social media and track performance through valuable metrics, bench marking and reports. We continue to add sites that we’re tracking and managing to our platform to ensure all activity is monitored in one place and ultimately saving you time and providing you with the tools you need to prove how valuable your social efforts truly are. In addition to aggregating all reviews for your hotel or restaurant into one dashboard where you can manage, respond, post to social networks, and share UGC, we also provide a suite of integrated social media tools, allowing you to manage Facebook, Twitter, and foursquare all from within Revinate. We are the first platform that allows you to fully manage your facebook page. Analyzing key facebook metrics such as likes on your Facebook Page by age, gender, or region, viewing engagement with posts, and scheduling posts can now be done in one place! We also featured a fully integrated twitter client that allows you to schedule Tweets, post photos, and actively with potential customer on Twitter. In addition, we feature valuable metrics to show how your engagement and followers have grown over time. Finally, our foursquare platform make viewing recent tips and check-ins extremely easy, allowing you to acknowledge loyal customers.
  • Thank you all again for attending today. Our contact information is listed above if you have any questions for us directly. Tomorrow, we’ll be following up with the recording of this webinar. We look forward to seeing you again online soon!
  • Transcript

    • 1. Social Media State of the Union: A Recap of Q1 and Q2 Social Trends and Directions August 8th, 2012 Presented by: Ashley Chavez, Revinate Benji Greenberg, BCV©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 2. What is Revinate? The gold standard for online reputation and social media management for the hospitality industry Designed specifically for hotels and restaurants by web and hospitality experts Powered by sophisticated web technology, yet simple and intuitive for users to use Tuned into how today‟s hospitality consumer thinks and buys©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 3. Marketing Sales Operations Competitor Competitor Competitor A B C Mgmt Competitor Competitor D E©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 4. Housekeeping • You are on mute • Ask questions in the „questions‟ section of the screen to the right • Need a demo or more info? Email info@revinate.com • Link to recorded version of the presentation will be emailed out tomorrow©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 5. Why Engage? Customers who engage with companies over social media are more loyal and spend up to 40% more with those companies than other customers. Bain & Company©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 6. Guest: Benji Greenberg • President and Founder of BCV • Speaks and blogs regularly on the topics of online reputation management and social media engagement • Joint clients with Revinate include One&Only, InterContinental, Four Seasons, and The Peninsula Hotels • Specializes in social media management strategy©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 7. Emerging Platforms: Google+ Why use Google+ How to set up a Page Brands using Google+©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 8. Why use Google+? • Google‟s “social network” • Integration into search results and rankings • The future of Google‟s search efforts will be personalized • Attempting to provide more relevant results©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 9. Google+ Pages vs. Google+ Local Google+ Pages Google+ Local • Similar to Facebook • Replacing Google Places Pages listing • Several users can be • Integrated with OpenTable managers of the page for Restaurants • Classify fan base into • Integrated with Google “circles” for selective Hotel Finder for Hotels sharing of updates • Zagat review platform for • Share content with all reviews followers that integrates into search results©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 10. Setting up a Google+ Page Live Demo©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 11. Google+ Best Practices©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 12. Google+ Events • Share your event with your Circles or open the event to the public • Automatically sync with users Google Calendars once they RSVP • Google+ Events also integrates with Google Maps to allow guests to get directions directly from the event page • Turn on Party Mode to enable guests to upload photos in real time to one album on the event page©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 13. Upcoming Webinar: A Detailed View of Google+ • Join Us 9/12 at 10am PST and 5pm PST • Verify your account to be found across Google, including Search and Maps • Connect your website by adding the Google+ badge or small code snipped on your site • Raise social awareness of your business to increase relevance by linking your Google+ Page to your ads • Events pages and how to use these to share events that you have going on©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 14. Brands on Google+: Napa Valley Marriott©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 15. Brands on Google+: Hotel Berlin©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 16. Brands on Google+: Grand Hyatt Kauai Resort & Spa©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 17. Brands on Google+: Holiday Inn Washington, DC©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 18. Emerging Platforms: Instagram Why use Instagram Inside Instagram Brands using Instagram©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 19. Why use Instagram? • Connect with users • Spotlight your brand – over 27M subscribers and counting! • Create content for other networks – ingrates seamlessly with other platforms, such as Twitter and Facebook • Find content through searching relevant hash tags that users and guests are already using • Run contests and promotions to boost engagement and spread brand awareness©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 20. Inside Instagram©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 21. Inside Instagram©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 22. Brands on Instagram: Beverly Wilshire©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 23. Brands on Instagram: W Hotels of New York©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 24. Brands on Instagram: Fountainebleau • Ran short campaign to gain followers and increase brand awareness • Used hash tags and Twitter to help promote • Increased followers by 12% • Potential impressions on Twitter with hash tag use reached over 170,000©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 25. Web Accessiblity • Desktop browser version now available • Click link in Twitter to open desktop version • Login to comment or like the photo • More integration down the line?©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 26. Emerging Platforms: Pinterest Why use Pinterest Download details Pinterst webinar Brands using Pinterest©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 27. Why use Pinterest? • Promote your brand identity • Showcase your brand‟s personality and core values by pinning image that inspire your brand • Showcase your hotel‟s amenities and offerings • Soon be the 4th largest traffic source in the world!©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 28. Setting up a Pinterest Account Stream an in-dept demo at www.revinate.com/best-practices Includes step-by-step instructions for setup and best practices©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 29. Brands on Pinterest: Four Seasons Austin©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 30. Brands on Pinterest: Aqua Hotels & Resorts©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 31. Brands on Pinterest: Mr. & Mrs. Smith©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 32. Parting Words Social Media Management Recap©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 33. Parting Words • Create a plan and strategy for each channel • Keep it simple • Great creative and be prepared to try new things • Stay engaged • Have fun!©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 34. Revinate Makes Social Media Management Easy©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012
    • 35. Questions? Contact us: Ashley Chavez, Revinate ashley@revinate.com @revinate Benji Greenberg, BCV benji@bcvevolve.com @bcvbenji©2012 Revinate, Inc. || August 22, 2012©2012 Revinate, Inc. August 22, 2012