Social Media for Hotels and Hospitality

1,442 views

Published on

Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.

Published in: Business, Technology

Social Media for Hotels and Hospitality

  1. 1. Social Media Seminarfor Hotels and Hospitality December 6, 2011
  2. 2. Today’s Agenda •  Introductions •  Objectives •  Social media platforms •  Case studies and examples •  Branding considerations •  Integration •  Posting, engaging and demonstrations •  Staffing, resources and measurement •  Q&A
  3. 3. Introductions
  4. 4. ChatterBlast creates online strategies that target yourcurrent and potential customer community. We helpcreate, engage and influence communities throughsocial media, marketing, public/media relations andadvertising. We work with brands, non-profitorganizations and government entities."" www.chatterblast.com" 215-475-5480" 800-287-CHAT"
  5. 5. Who Are You? •  Name •  Property •  Role •  What do you think about social media? •  Which social media sites do YOU use?
  6. 6. Local Survey Results•  96% are using Facebook and 65% are using Twitter for your property•  62% manage social media locally•  Public relations and customer service were the most important uses of social media•  93% want to use social media as a new way to reach current and new customers
  7. 7. Goals & Objectives •  Gain an understanding of the current social media landscape •  Learn how hotels, hospitality and tourism organizations are effectively using social media •  Learn how to integrate social media into current communications, marketing and outreach efforts •  Get access to resources for additional information, support and questions
  8. 8. What is “Social Media?”Social Media is a conversation supported byonline tools that leverage human relationshipsto carry messages
  9. 9. Media is no longer just about broadcasting
  10. 10. A  brand  is  no  longer  what  we  tell  the  consumer  it  is  –  it  is  what  consumers  tell  each  other  it  is.   -­‐  Sco8  Cook,  Chairman  Intuit  &  Board  of  Directors  P&G
  11. 11. Social Media is incorporated in every step ofthe customer life cycle:
  12. 12. Recent Survey DataSource: Destination Analysts, July 2011. National Sample, 1,009 responses
  13. 13. Recent Survey DataSource: Destination Analysts, July 2011. National Sample, 1,009 responses
  14. 14. Social media is changing consumer behaviorSource: Beyond consumer survey, 2010 1,500 responses
  15. 15. Social media is changing consumer behaviorSource: Beyond consumer survey, 2010 1,500 responses
  16. 16. Growth of Mobile •  One-third of cell owners say that their phone is a smartphone •  87% of smartphone owners access the internet or email on their handheld •  25% of smartphone owners say that they mostly go online using their phone, rather than with a computer Smartphone Adoption and Usage, Aaron Smith, 7/2011
  17. 17. Growth of Mobile
  18. 18. Social Media Platforms
  19. 19. •  Founded in 2003, originally called Facemash•  Over 800M active users•  50% login daily•  Over 2.5B photos uploaded each month•  Users spend over 500B minutes per month on the site•  Over 900 million objects that people interact with (businesses, organizations, groups, events)•  350 million users via mobile devices
  20. 20. The Facebook business page
  21. 21. Hotel Restaurants on Facebook
  22. 22. Hotel Restaurants on Facebook
  23. 23. Facebook Promotion: Doubletree Hotel •  Doubletree put special “fan-only” rates on its Facebook page. •  Encouraged Visit Philly fans to “like” Doubletree’s page to get those rates. •  Result: Facebook fan base quadrupled, 123 fans to 470.
  24. 24. Facebook Promotion: Doubletree Hotel
  25. 25. Facebook Promotion: Doubletree Hotel
  26. 26. Facebook Promotion: Joie de Vivre Objective •  Drive sales and marketing for select properties Actions •  Offer coupons to Facebook and Twitter Followers •  Twitter Tuesdays Facebook Fridays - deliver great deals to fans for a limited time on these days •  Use social media for customer service Results •  In less than one year they booked over 1,000 room nights with the deals
  27. 27. Facebook Promotion: Joie de Vivre
  28. 28. Facebook Promotion: Joie de Vivre
  29. 29. •  Founded in 2006 as a “micro-blog”•  Text posts of 140 characters or less called tweets that can contain links and pictures•  Over 300M tweets per day•  Over 380M users•  Over 1.6B search queries per day•  Largest age group is 35-49
  30. 30. Don t underestimate the power of one Janis Krum – ferry passenger, first to tweet about US Airways flight 1549 before any traditional media
  31. 31. The “viral” Internet
  32. 32. The power of the “re-tweet”
  33. 33. Twitter Promotion: Fairmont Chicago HotelObjective•  Increase awareness of the hotelActions•  Identified key influencers in the Twitter community•  Executed a Twitter contest with a promotional special offered on the websiteResults•  About 10% of the existing Fairmont Chicago following participated in the contest•  Fairmont Chicago s following nearly doubled within a week of the contest starting•  Winners were used in blog entries and social posts to drive authenticity and word-of-mouth sharing
  34. 34. Twitter Promotion: Fairmont Chicago Hotel
  35. 35. Twitter Promotion: Fairmont Chicago Hotel
  36. 36. Twitter Lists
  37. 37. Twitter Lists
  38. 38. Klout The Klout Score measures influence based on your ability to drive action. Every time you create content or engage you influence others. The Klout Score uses data from social networks in order to measure: •  True Reach: How many people you influence •  Amplification: How much you influence them •  Network Impact: The influence of your network
  39. 39. Klout
  40. 40. Klout
  41. 41. •  A business-oriented network founded in 2002•  Currently has 120M+ members in 200 countries•  Gated Access Approach and multi-tiered connections•  LinkedIn Groups feature allows users to establish new business relationships by joining alumni, industry, or professional and other relevant groups.
  42. 42. Applications•  Brand awareness•  Corporate communications (news, events)•  Digital footprint•  Interest groups•  Direct sales and strategic targeting
  43. 43. •  Founded in 2005•  500M unique visitors monthly•  92 billion page views•  2.9B hours are spent on YouTube monthly•  400 tweets per minute bearing a YouTube link
  44. 44. YouTube is growing…
  45. 45. YouTube awarenessVideos are becoming more likely to be at the top of search results
  46. 46. YouTube Example: The Cosmopolitan of Las Vegas
  47. 47. YouTube Example: The Cosmopolitan of Las Vegas
  48. 48. YouTube Example: The Cosmopolitan of Las Vegas
  49. 49. Blogs
  50. 50. Blogs
  51. 51. Tumblr
  52. 52. Blog Example: Kimpton Hotel Restaurant •  Posted regular content about topics of interest to their target audience •  Diverse topics to keep users occupied - not just sales or specials •  Informing readers about local events, activities, culture, etc. •  The format is fun, intriguing and engaging
  53. 53. Blog Example: Kimpton Hotel Restaurant
  54. 54. Google +
  55. 55. Foursquare
  56. 56. Foursquare Example: Roger Smith Hotel
  57. 57. Foursquare Promo:With Love Beer Garden-Four SeasonsEnticed visitors with aFoursquare Facebook deal:check in and get a With Lovebeer koozie.500+check-ins; thousands ofattendees
  58. 58. Foursquare Promo: With Love Beer Garden - Four Seasons Used social media (like Facebook) to promote the beer garden, June-September
  59. 59. User-Generated Content Review Sites
  60. 60. Yelp: Social Media Integration
  61. 61. Yelp: Integrated Promotions
  62. 62. Yelp: Facebook Integration
  63. 63. TripAdvisor
  64. 64. Integration
  65. 65. Integrated Example: Macys
  66. 66. Integrated Example: Macys .
  67. 67. Integrated Example: Macys .
  68. 68. Integrated Example: Mandarin Oriental
  69. 69. Integrated Example: Mandarin Oriental
  70. 70. Partnership Example: Holiday Inn Phillies
  71. 71. Partnership Example: Holiday Inn Phillies
  72. 72. Contests, Promotions Applications
  73. 73. Contests/Promotions/Applications
  74. 74. Contests/Promotions/Applications
  75. 75. Contests/Promotions/Applications
  76. 76. Content
  77. 77. Know your audience Customers Partners Competitors You Peers Media
  78. 78. The Content Mix – “Rule of Thirds”
  79. 79. Blog content
  80. 80. Blog content
  81. 81. Branding
  82. 82. Branding
  83. 83. Develop platforms that fit YOUR brand
  84. 84. Brand Extension on Twitter
  85. 85. Searching/Monitoring
  86. 86. Posting Engaging 101
  87. 87. Posting Content
  88. 88. Posting Content
  89. 89. Engagement
  90. 90. Customer Service
  91. 91. Customer Service
  92. 92. Twitter for customer service
  93. 93. Partnering and Placement
  94. 94. Staffing Resources •  Designate a social media guru”. Give them the support and encouragement to experiment. •  Explore further education, training or support if necessary. Consider a team or outsourced assistance with an internal point person. •  Schedule time daily/weekly/monthly for social media tasks. Listen, share and engage. •  Schedule and adhere to a timely reporting and auditing. Course correct if necessary, but dont give up! •  With each success, consider further developments, but don’t try to do everything. Start new accounts/platforms carefully! •  Leverage productivity tools and technology to help.
  95. 95. Staffing Resources Rough Social Media Guidelines: •  Blog posts 1-2 per week •  Facebook posts at least 1 per day •  Tweets 2-3 per day •  Conversations 2-3 per day •  YouTube clips 1-2 per month •  Flickr photos as needed
  96. 96. Measurement
  97. 97. Measurement
  98. 98. Facebook Insights
  99. 99. Facebook Insights
  100. 100. Facebook Insights
  101. 101. Productivity Tools: Hootsuite
  102. 102. Advertising
  103. 103. Wildfire Monitor
  104. 104. Google Analytics
  105. 105. Wrapping Up
  106. 106. Five Tips 1.  START SLOW 2.  CHOOSE CAREFULLY 3.  DON’T JUST SELL 4.  LISTEN MORE THAN YOU TALK 5.  USE MULTIMEDIA
  107. 107. Additional Resources www.mashable.com www.radian6.com/blog www.chatterblast.com/blog www.smartbrief.com/socialmedia
  108. 108. Questions?
  109. 109. Thank you! Evan Urbania evan@chatterblast.com Matthew Ray matt@chatterblast.com www.chatterblast.com 215-475-5480 800-287-CHAT

×