SLO County Hospitality Social Media Report 2012

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Introducing the 2012 SLO County Hospitality Social Media Report, specifically focusing on lodging and based on data gathered thru March 2012. The purpose of this Slideshare is to summarize the state of social media as it pertains to lodging properties throughout SLO County. In doing so, obvious pitfalls and opportunities come to light.

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  • SLIDE #13 UPDATED. AG has 183 check-ins, NOT 25,000+ as previously represented. Microsoft Powerpoint strikes again.
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  • Previous uploaded slideshare experienced some missing slide graphic data. THIS version should be complete. NOTE: This slideshare is a summary of the white paper, which is a much more comprehensive document allowing for many more connections and determinations to be made.
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SLO County Hospitality Social Media Report 2012

  1. 1. © 2009 Whizbang
  2. 2. San Luis Obispo CountyHospitality Social Media Report Summary 2012 - Lodging Report by Whizbang San Luis Obispo, CA whizbangideas.com
  3. 3. From the author… Introducing the 2012 SLO County Hospitality Social Media Report Summary, specifically focusing on lodging and based on data gathered thru March 2012. The purpose of this Powerpoint is to summarize the white paper report*and the state of social media as it pertains to lodging properties throughout SLO County. In doing so, obvious pitfalls and opportunities come to light. • Like us on Facebook, get social marketing tips and look for our Social Media Hospitality Workshop coming this November. • Call Jessica Wynne at (805) 594-1880 for a consultation and to see how your property can benefit from a better social media plan.* For a white paper presentation or review, please call Jessica Wynne at (805) 594-1880.
  4. 4. What industry pros are saying/doing…“…56% of (adult) Facebook users say they are more likely to recommend a Facebook hotel they follow. 71% of guests make purchase decisions (like booking a room) after listening to their friends’ recommendations on Facebook.” - Buuteeq News, Brandon/Feb 14, 2012

  5. 5. Summary• 232 lodging properties were identified in SLO county.Our definition of lodging properties includes resorts, hotels, inns, hostels, motels, and bed and breakfasts. Rental properties are not included.• Only 28% (65 properties) of the 232 are taking advantage of Facebook’s potential. This is an alarmingly low number knowing that 93% of adult US Internet users have a Facebook page (164 million US adult internet users, 154 million use Facebook).
  6. 6. Breakdown of the number of lodging propertiesin SLO County by city Amount of lodging properties accounted for within SLO County by city Templeton SLO Santa Margarita San Simeon Pismo Beach Paso Robles Oceano Nipomo Morro Bay Los Osos Grover Beach Cayucos Cambria Avila Beach Atascadero Arroyo Grande 0 10 20 30 40 50
  7. 7. Facebook StatusNumber of SLO County lodging properties that have an account on Facebook 0 10 20 30 40 50 60 70 80 90 Yes No Yes, but personal accountYes, but limited amount of information availble Yes, but inactive Multiple pages 141 of 232 (61%) lodging propertiesFacebookpages are not optimized.Optimization would include Facebook Timeline, use of apps, pictures, postings, link to website, CTA, etc…
  8. 8. 100 300 400 500 600 700 800 200 0 Arroyo Grande Atascadero Avila Beach Cambria Facebook “likes” Cayucos Grover Beach Los Osos Morro Bay Nipomo Oceano Paso Robles Pismo Beach San SimeonSanta Margrarita Average amount of likes per lodging property in SLO County by city SLO Templeton
  9. 9. Facebook “likes”• The highest average number of likes per property is 667, inAvila Beach (8 properties). The lowest is 9.5 in Grover Beach (2properties).• Los Osos has only two properties yet has the 4th highestlikes by city, slightly behind Pismo Beach with 35 properties.• Cambria has the most properties (42), but one of the lowestlikes by city. Cambria properties have the potential to connectwith 10 million more adult Facebook users.• Call Jessica Wynne at (805) 594-1880 for a consultation.• Like us on Facebook, get social marketing tips and look forour Social Media Hospitality Workshop coming this November.
  10. 10. Facebook “likes”The top 10 lodging properties with the most likes in SLO County. The number of likes can be driven by the size and depth of the lodging property. For example, a property with a spa, restaurant(s), pool, or in a really cool location like Cambria should have more likes.
  11. 11. Facebook “likes”What can Facebook likes do for me?• Expression of affinity• Builds credibility• Send broadcast-style emails to all your fans• More traffic to website• Likes lead to insights and impressions
  12. 12. Facebook “check-ins”A check-in on Facebook is a great tool for businesses touse and is very beneficial. When customers check-in at aproperty location, that property’s name and link to theproperty’s Facebook page will be spread virally to all thecustomer’s friends on their personal Facebook page.The customer’s check-in also shows up on the property’sFacebook page. It is a confirmation of popularity whichallows followers to become more enticed towards yourbusiness’ Facebook page, thus leading to more likes andeven greater reach.
  13. 13. Facebook “check-ins” UPDATED 07-26-12 TOTAL amount of lodging property check-ins to date by city.
  14. 14. Facebook “check-ins” AVERAGE amount of check-ins to date in each city by property.
  15. 15. Facebook “check-ins”• With 11,000 rooms in SLO County and 68,733 total check ins for the county, the average number of check-ins per room for all SLO County properties is 6.25. A healthy number is 85. Total check-ins for SLO County should be closer to 1,000,000, vs. the current 68,733.• The City of Nipomo, with one property (6 rooms), has 690 check-ins, reaching as many as 247,710 adult Facebook users. That’s approx. 115 check-ins per room.
  16. 16. Facebook iconOf the 167 properties that have a Facebook page, only 86properties, or 52% have an integrated link to Facebook fromtheir website.
  17. 17. What industry pros are saying/doing… - Brian Solis, EngageThe Four Seasons Hotels use Twitter in the following ways. - to listen in on the chatter, and know when people are talking about their brand, whether it is good or bad. When someone is happy, they tell 3 people. When someone is unhappy, they tell 10 people. – to respond and take action when a customer complains about something. - to announce promotions in the restaurant, bar and spa – to welcome customers who tweet to their account.
  18. 18. A perfect twitter interaction.
  19. 19. Twitter Status72% of SLO County lodging properties do not take advantageof having a Twitter account.• Call Jessica Wynne at (805) 594-1880 for a consultation.• Like us on Facebook, get social marketing tips and look forour Social Media Hospitality Workshop coming this November
  20. 20. Twitter “tweets”Top 10 list of the number of tweets by lodging property that use Twitter.
  21. 21. Twitter “tweets”#CambriaVictoria (Victoria’s Last Resort) has 703 tweetsand 677 followers, good numbers, and good engagement.
  22. 22. Twitter “followers”Top 10 lodging properties with the highest number of Twitter followers
  23. 23. Twitter “followers”Of Interest: La BellaseraHotel & Suites has the most Twitterfollowers, but are not tweeting back to these consumers.First tweet was May 12, 2010. Their most recent tweet wasFeb 15, 2012, Before that, it was Oct. 25, 2011.That’s 0.18 tweets/day on average.
  24. 24. Twitter “followers”Two positive tweets, one from a hospitality partner, the otherfrom a guest are completely ignored.
  25. 25. Twitter “followers”A large base of followers on Twitter is highly beneficial to abusiness. Followers are able to see and read tweets, creatingmore value and awareness to the business. This is especiallytrue for SLO County lodging properties, considering ourlocation, demographics and target markets.If you are a lodging property between Los Angeles and SanJose, you need to be engaging on twitter.
  26. 26. What can Twitter do for me? - Listen in on the chatter, and know when people are talking about your brand, whether it is good or bad. When someone is happy, they tell 3 people. When someone is unhappy, they tell 10 people. When an unhappy person is made happy, they tell 400 people. – Respond and take action when a customer complains about something. - Announce promotions – Welcome customers who tweet to your account.
  27. 27. Conclusion 71% of adult Facebook users make purchase decisions (like booking a room) after reading (and seeing) their friends’ recommendations on Facebook. 
Remember, a valuable social media campaign never ends.A company or brand is constantly reiterating its presence. So should your social media commitment. Social media use is crucial to the future growth and continued success of SLO County lodging properties. So much of this category is based on peer recommendations and consumers talking about and sharing their experience with your brand. Keep these guidelines in mind when devising your social media strategy;1. Have a focused strategy and define success metrics at the start. 2. Develop and follow a schedule of postings, responses and monitoring. 3. Create cross channel synergies and recycle content across social networks 4. Let people know you exist, invite them to join your network(s) 5. Follow the Whizbang R.E.M.A. model: Be Relevant, Engaging, Memorable and Actionable. 6. Get in it to win it and commit to your success.
  28. 28. Work Cited:• Businesses to Fully Embrace Social Media in 2012. PC Quest, (2012)• Facebook.com• Facebook’s “People Talk About This” Metric PO.Engauge, 5. Oct. 2011. Web. 26 Apr. 2012.• Hampton, Keith; Sessions, Lauren; Merlow, Cameron. Why Most Facebook Users Get More Than They Give. Pew ResearchCenter, Internet and American Life Project, Feb 3, 2012.• Inbound Marketing: A Cut Above Outbound for Social Media Marketers. Business 2 Community. 17 Apr. 2012. Web. 27 Apr. 2012.http://www.business2community.com/marketing/inbound-marketing-a-cut-above-outbound-for-social-media-marketers-0165092• Male, Bianca. The 6 Real Benefits Of Using Social Media For Business. Business Insider, 14 Apr. 2010. Web. 01 May 2012.http://articles.businessinsider.com/2010-04-14/strategy/30067056_1_social-media-open-forum-building-links>.• Mashable.com• More than 13 Percent of Americans Use Twitter. Deluxe Small Business Blog, 3 July 2011. Web. 04 May 2012.• 2012 Economic Profile.San Luis Obispo Chamber of Commerce• San Luis Obispo County Tourism Industry Analysis. SMG Strategic Marketing Group and Dean Runyan Associates, released September24, 2008. Study commissioned by the Economic Vitality Corporation• Stelzner, Michael A. 2012 Social Media Marketing Industry Report. Rep. Social Media Examiner, Apr. 2012. Web. 1 May 2012.• Sutton, J., Palen, Leysia, and Shlovski, Irina. (2008). Back-Channels on the Front Lines: Emerging Use of Social Media in the 2007Southern California Wildfires. Proceedings of 2008 ISCRAM Conference. Washington, D.C..• Tsukayama, Haley. Your Facebook Friends Have More Friends Than You. The average Facebook user has 245 friends. The averageFacebook friend has 359 friends. Washington Post, Feb. 3, 2012. http://www.washingtonpost.com/business/technology/your-facebook-friends-have-more-friends-than-you/2012/02/03/gIQAuNUlmQ_story.html• Technorati.com• Twitter.com
  29. 29. Work Cited: • http://www.seomoz.org/blog/a-peek-under-the-hood-how-we-manage-the-seomoz- communityhttp://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategyhttp://www.stonetemple.com/real-time- quality-score-with-frederick-vallaeys/• http://support.google.com/places/bin/answer.py?hl=en&answer=7091 • http://www.youtube.com/t/press_statistics • http://juliasegal.tumblr.com/post/16019804182http://searchenginewatch.com/article/2124899/SEO-for-Google-Profiles-and- Pages• • http://www.copyblogger.com/google-plus-content-marketers/• • http://adage.com/article/the-media-guy/facebook-makes-52-sharing-web/231528/• • http://www.wihphotel.com/mag/2011/when-social-media-for-hotels-works/• • http://blog.hubspot.com/blog/tabid/6307/bid/30306/Facebook-Launches-Customized-Calls-to-Action-for-Apps.aspx• • http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285• • http://www.travelclick.com/press/releases/index.cfm• • http://blog.milestoneinternet.com/education/webinar-top-10-marketing-trends-2012/• • http://mashable.com/2012/01/19/google-plus-search-upgrade/?utm_source=feedburner&utm_medium=feed&utm_campaign
  30. 30. About WhizbangWhizbang is a full-service marketing firm located in San Luis Obispo, CA. We deliver innovative and idea driven solutions for our clients’ brands through all B2B, B2C, B2G, B2P, P2P and all the other "2" acronym touch-points.We would be happy to work with your property to help maximize your social media presence. We invite you to like us on Facebook and follow us on Twitter @whizbangideas.805.594.1880jessica@whizbangideas.com

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