The Changing Face of Social Media for the Hotel Industry

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"The Changing Face of Social Media" for the Hotel Industry as presented by Angela Connor (Senior Vice President, Group Director at Capstrat) to The Triangle Area Hotel-Motel Association, June 19, 2012 in Raleigh, NC.

This presentation sparked a lot of questions and discussions, particularly related to monitoring and response strategies on some of the hotel review sites and social media overall.

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  • This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  • Talk about how it has changes. Facebook brand pages, profiles, moderating comments, etc…Facebook has a new annoucnement every single day .
  • At the core of your strategy –Clearly defining how your business goals are to be achieved through your Facebook marketing
  • Use social media as a real-time research tool and to gain insights on a number or topics.
  • This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  • This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  • Everyone who shares is an influencer if the subject is important to him or her. Instead of one person being universally influential on a wide range of topics, the study found that many people are influential on only one or two topics.
  • Google’s search results are undergoing their most radical transformation ever, as a new “Search Plus Your World” format begins rolling out. It finds both content that’s been shared with you privately along with matches from the public web, all mixed into a single set of listings.The change is live now, though not everyone will see it until it fully launches over the next few days. It’s only for those signed-in to Google.com and searching in English. The new system will perhaps make life much easier for some people, allowing them to find both privately shared content from friends and family plus material from across the web through a single search, rather than having to search twice using two different systems.However, Search Plus Your World may cause some privacy worries, as private content may appear as if it is exposed publicly (it is not). It might also cause concern by making private content more visible to friends and family than those sharing may have initially intended.
  • Let’s look at a quick example of social media in action within the B2B world. Great, you have started listening, now what?
  • The cost to the Domino's national brand equity over the long term is still undetermined.
  • The Changing Face of Social Media for the Hotel Industry

    1. 1. The Changing Face ofSocial MediaTriangle Area Hotel Motel AssociationAngela Connor; Senior Vice President, Group DirectorJune 19, 2012
    2. 2. What is Social Media?Social media is a conversation – supported by online tools. Look who’s talking: • your customers • your employees • your investors • your critics • your fans • your vendors • your competition.... • anyone who has internet access and an opinion.
    3. 3. Today over 65% of adultinternet users say they use asocial networking site The Pew Research Centers Internet & American Life Project August 2011
    4. 4. 70% of global consumers say onlineconsumer reviews are the secondmost trusted form of advertising - anincrease of 15 percent in four years. Nielsen’s Global Trust in Advertising Survey April 2012
    5. 5. Hotel Review Sites
    6. 6. 92% of consumers around the worldsay they trust earned media, such asword-of-mouth and recommendationsfrom friends and family, above allother forms of advertising. Nielsen’s Global Trust in Advertising Survey April 2012
    7. 7. Social Media Has a Huge Influence on Travel BookingsOf those who used social media to research travel plans, only 48%stuck with their original travel plans.•33% changed their hotel•10% switched resorts•10% changed agent/operator/website•7% selected a different country•5% switched airlines
    8. 8. Social Media is Always ChangingBut YOU Should be Consistent
    9. 9. 79% ofconsumers have shared on a negative experience. 82% will stopdoing businesswith a company because of a negative experience
    10. 10. ListeningMonitoringUnderstandingEmbracing
    11. 11. Listening to social media is one essential way to beginlearning more about your brand and how it’s seen. •
    12. 12. Listening on Twitter – Real-time results
    13. 13. Listening on Twitter
    14. 14. Hotel Review Sites
    15. 15. ListeningMonitoringUnderstandingEmbracing
    16. 16. Comfort Inn
    17. 17. Marriott Crabtree
    18. 18. ListeningMonitoringUnderstandingEmbracing
    19. 19. Hotel Review Sites
    20. 20. ListeningMonitoringUnderstandingEmbracing
    21. 21. Consumer Behaviors - Post-Vacation•40% post activity/attraction reviews•40% post restaurant reviews•76% post vacation photos to a socialnetwork•55% “liked” Facebook pages specific toa vacation
    22. 22. 92% of consumers around the world saythey trust earned media, such as word-of-mouth and recommendations from friendsand family, above all other forms ofadvertising. Nielsen’s Global Trust in Advertising Survey April 2012
    23. 23. Let’s Talk About Mobile
    24. 24. By 2015, 9 out of 10 consumers will have a mobile subscription29% of travelers have used mobile apps to find flight deals30% have used mobile apps to find hotel deals15% have downloaded mobile apps specific to upcoming vacations85% of leisure travelers use their smartphone while abroad72% post vacation photos on a social network while still onvacation46% check in to a location (Facebook and FourSquare) while onvacation70% update their Facebook status while on vacation
    25. 25. Case Studies
    26. 26. 3
    27. 27. Domino’s Fallout• “The perception of Dominos • “65% of respondents who brand quality went from positive would previously visit or order to negative in approximately 48 Dominos Pizza were less likely hours.” to do so after viewing the offensive video.” -Online research firm YouGov -HCD Research
    28. 28. Description:A site to arrangepiss ups forformer Borders people!
    29. 29. Discussion
    30. 30. Angela Connor@communitygirlLinkedIn.com/angelaconnoraconnor@capstrat.comBlog.AngelaConnor.com919-573-6307Capstrat Insights:http://www.capstrat.com/insights/authors/angela-connor/

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