HSMAI Social Media for Hospitality

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This document discusses how hospitality businesses can use social media. It begins with background on social media trends like the large number of users and time spent on sites. It then outlines 9 steps for social media engagement: 1) listen to conversations, 2) define goals, 3) find audiences, 4) understand tools, 5) define voice, 6) create a branded identity, 7) identify influencers, 8) create and share content, and 9) measure results. The document emphasizes monitoring competitors and trends, using social media to drive awareness, loyalty and reputation, and tailoring messaging to different audiences.

Career Business Technology

AJ Gerritson
Founding Partner
617.986.0224
aj@451marketing.com
linkedin.com/in/ajgerritson
@ajgerritson

www.451Marketing.com

Agenda
• Background on Social Media
• Steps to Engagement
• Open Q & A

>800 Million Users

1.3 billion 1.1 billion 800 million 311 million

(if it were a country, it would be the 3rd most populated)

Americans Spend More Time on
Facebook Than Any Other U.S. Site

Average Facebook Visit is 20 Minutes

(Qualmann, Socialnomics, 2010)

of people say that they trust
peer recommendations
…only 14% trust advertisements
(Qualmann, 2011)

(Qualmann, Socialnomics, 2010)

64% use social media to make travel plans

among 25-34 year olds, it’s 76%

Mobile internet access
91% of mobile internet 425 million mobile
doubled every year since
access is to socialize Facebook users
2009-2011

72%
of social network
users access
social sites daily
while travelling

WHAT are people saying about
your hotel online?

WHERE are people discussing
your hotel online?

WHO is discussing your hotel online?

Also monitor…
Industry
Competitors
News
#TrendingTopics

Social Tools Explained…
I’m eating a #doughnut

I ‘like’ doughnuts and doughnut-eating
groups

I am at the doughnut shop

These are my opinions and expertise on
doughnuts

…Using Doughnuts

Depending on your venue, your voice
can take on different tone…
Conversational/Casual News Source/Formal

6. Just Like Your Venue,

Important to Create a Branded
Identity Online

Posts on Timeline

Added ability to “pin”
posts to keep them top
of mind for your fans -
great for events,
promotions, featured
specials.

Posts on Timeline:

Larger, more eye-catching
images to showcase
events, drink specials,
special guests at your
venue

8. Create and Share
Define Content Topics Schedule Share!
& Create Content

Step 9: Measure Results
Measure

Track Plan

Execute

Measure
• Have your networks grown or changed? How?
• Are there new social media roles to explore?
• What worked/didn’t work?
• What can we do differently?
• What should we eliminate?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?

To Review…
• Background on Social Media
• Steps to Engagement
• Open Q & A

• Founded in 2004

• Based in Boston

• 30 Communications
Professionals

• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee

• Named a 2011 & 2012

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