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.

1. Social Media for
Hospitality

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

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

4. What is Social Media?

6. >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)

7. Americans Spend More Time on
Facebook Than Any Other U.S. Site
Average Facebook Visit is 20 Minutes
(Qualmann, Socialnomics, 2010)

8. of people say that they trust
peer recommendations
…only 14% trust advertisements
(Qualmann, 2011)
(Qualmann, Socialnomics, 2010)

9. 64% use social media to make travel plans
among 25-34 year olds, it’s 76%

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

11. 72%
of social network
users access
social sites daily
while travelling

12. 1. Listen

13. WHAT are people saying about
your hotel online?
WHERE are people discussing
your hotel online?
WHO is discussing your hotel online?

14. AJ Gerritson

15. 451 Marketing

19. Also monitor…
Industry
Competitors
News
#TrendingTopics

20. Step 2: Define Goals

21. Do Your Goals Include…
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Generating awareness of services or offerings and
increasing sales?
• Attracting new employees, investors,
partners/vendors?

22. 3. Find your audience…

23. … and target media online

24. 4. Know the Tools!

25. 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

26. 5. Define your voice

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

28. 6. Just Like Your Venue,
Important to Create a Branded
Identity Online

31. Timeline for Brands
On March 30, ALL brand pages will be changed to Timeline.
What does this mean for your brand?

32. Cover Photo
Timeline’s cover photo gives you the opportunity to get creative
and further extend your brand experience for Facebook users.

33. Timeline Apps and Tabs

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

35. Posts on Timeline:
Larger, more eye-catching
images to showcase
events, drink specials,
special guests at your
venue

36. 7. Identify key influencers

37. How is influence determined?

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

44. Step 9: Measure Results
Measure
Track Plan
Execute

45. 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?

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

47. Questions?

49. • Founded in 2004
• Based in Boston
• 30 Communications
Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 & 2012

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

52. Social Media for
Hospitality