7. Corporate blogs!
- Direct personal communication!
- Listening consumers!
- Reputation management!
- Testing new offers/solutions !
- Source for other media!
8. Learn to communicate!
- Create opportunities for your website visitors to communicate
with you; start a blog- this will benefit the hotelʼs SEO as well.!
- Online video describes the hotel and its location better than any
textual content. ! .
- Create unique product offerings and provide unique value
proposition.!
- Reputation management: todayʼs hyperactive Internet user is
tweeting, texting, emailing, communicating with friends via
Facebook, is commenting, often in real-time, on restaurants and
hotels via review sites. !
26. Reputation Management!
- Travelers use the internet to make travel plans, the reviews they
read from other guests influence their buying decision.
- Reputation management begins by listening to what people are
saying about you online. !
- Google Alerts !
- Monitor all important terms: your hotel name, any old hotel names,
your restaurants. Review sites such as TripAdvisor. !
- Develop your response policy ahead of time.!
- Effective online reputation management is all about proactively
building a positive buzz.
28. Why social media?!
- quick and easy start!
- low costs!
- immediate feedback!
- presence in search engines!
- we are where our consumers are!
- content marketing !
! ! content-reputation-expert-sales !
! ! advertising blocked!
29. 8 social media stats we can use!
1. Social media is used more often than personal email (Nielson
Online) !
2. 77% of all active internet users regularly read blogs (Universal
McCann) !
3. Organizations that blog get 97% more inbound links to their
website, and 55% more website visitors (Hubspot research) !
4. 80% of companies use LinkedIn as their primary tool to find
employees !
5. The average Facebook user spends 55 minutes per day on the
site !
6. Typical person on Facebook has 120 friends, but only
communicates regularly with 4-6 of these (Economist) !
7. Only 5% of Twitter users have more than 100 followers (Pear
Research) !
8. 5% of users account for 75% of overall tweets (Pear Research) !
30. Social Media!
- Define social media goals. Is it education? sharing? community? !
- Present your social media presence as a way for people to connect,
not just receive your marketing messages.!
- Let your customers tell the story and build the brand. !
- Encourage guests to take and upload their own photos online. !
- Add photos of your hotelʼs design to the Hotel Design Blog. !
- Consider using multiple sites for each of the niche audiences youʼre
trying to reach. !
- Use destination blogs to attract corporate and leisure travel
planners.
31. Strategy!
- 90% purchasing decisions begin online (Forrester);!
- Social marketing initiatives: !
- generate buzz around the hotel, !
- engage customers, !
- provide a receptive audience, and !
- ultimately stimulate hotel website visits, interactions and
bookings;!
- People admire complexity, but reward simplicity.!
32. Strategy!
- MARKETING GOALS IN THE PAST!
- create brand awareness, !
- target mass media, !
- repeat your messages.!
- MARKETING NOW !
- create behavior change,!
- create conversation, !
- communicate directly. !
33. Planning!
- No 1 failure in marketing plans:!
! ! ! ! no clear measures of success. !
- Decide what success means to you. It’s different for everyone. !
- Define and position yourself in the market strategically. !
- If you spend your resources like everyone else, youʼll get results
like everyone else. !
- Breakthrough campaigns require unusual approaches.
34. Planning!
DONʼT MAKE PEOPLE COME TO YOU!
- put content where they already are online!
- use your content in many different formats!
! ! -blog posts!
! ! -email!
! ! -newsletters!
! ! -articles!
! ! -PDFs!
! ! -press releases!
! ! -case studies!
! ! -video!
! ! -social media updates.
35. Email!
- The Email usually has higher psychological value than other types
of online communication. !
- Email is an effective branding tool. Email drives action.!
- Always provide a strong benefit. Exclusive discounts and preferred
service are more compelling. !
- Segment your list as much as possible to deliver relevant
messages. !
