A basic guide to social media marketing - how to decide when to engage in social media and what steps to undertake. Presented during HSMAI ( Hospitality Sales & Marketing Association International) Sydney Forum on 21st July.

1. When Marketing Meets Social Media
aoom consultancy
Chloe Lim
Twitter.com/limchloe
21st Jul 2010

2. Twitter handles about 800M searches per day
Ad spend on social media networking to
reach $2B in 2010
Jetstar to move 40% of marketing budget
to social media marketing
Pepsi to skip Superbowl Ads in favour
of $20M social media campaign
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3. So….
Doesn’t this simply mean that
investing in Social Media is a
“No brainer”?
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4. Before we jump to conclusions, Consider This:
Other forms of proven marketing channels
– Over 80% of internet users use search engines
– Social Media Spend about 6% of marketing spend
– Search, hotels/air direct website and OTAs still main
way of researching and buying travel
Social media is about being social
– Primary reason (80%) for using social networking
sites is to connect with friends
Social media is organic and volatile
– Negative word of mouth e.g. Nestle
Source: TNS, CMO Survey 4

5. Nestle, GreenPeace, Facebook
and a whole load of trouble
Source: Business Hacks
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6. Nestle: More Negative Press
Source: Nestlé's Facebook Page
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7. To Start, Ask Some Questions:
1. Do you know what your social
media marketing objectives are?
2. Do you have your digital marketing
strategy or marketing portfolio
mapped out?
3. Do you have resources to invest?
4. Do you an interesting story to tell
/share?
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8. How To Engage In Social Media?
6 Social Media Steps: Be Social
Start by defining objectives
Observe & listen to customers
Communicate authentically
Interest
Analyse results
Learn to deal
8

9. SOCIAL
Start By Defining Objectives
Define what your social media objectives are & how it
fits with the rest of organizational/marketing goals:
Is it for promotional & branding?
Is it for customer relationship management?
Is it for SEO?
Is it to monitor/manage brand reputation?
Objectives will drive granular tactics:
E.g.: Fan Page vs. Groups
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10. SOCIAL
Observe & Listen to Your Customers
Observation & Listening are the 1st steps to
KNOWING:
who your potential customers are
where your customers are
what they are concerned about
how to engage
how to respond
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11. SOCIAL
Communicate Authentically
Social Media is about communities & by
extension, communication – Authenticity counts!
DO Be Personable
DO Use What You’ve Observed
DON’T Lie
DON’T Use Auto-Generated Messages
DON’T Post The Same Messages Everywhere
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12. SOCIAL
Interest
There is a lot of noise – Be Interesting
– Be interesting & have an interesting story to tell
– E.g. Unique content or exclusive promotion
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13. SOCIAL
Analyse Results
Define objectives, establish KPIs to meet
Examples:
• Awareness: Social Media Mentions
• User Engagement:
• No. & quality of fan comments / feedback
• No. of “likes”
• No. of times fans initiate the conversation
• Acquisitions: Fan Metrics-
• How many fans/new fans acquired monthly?
• Fan demographics: age, gender, location
• Fanpage Pageviews – No. of visits to the hotel’s
Fan page & Growth in pageviews over time
• Track & analyse your tactics against your KPIs
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14. SOCIAL
Learn to Deal
Be prepared for negative feedback & learn to deal
with it
2 way conversations will involve the good & the bad
On the negatives, focus on how you can turn that
into a positive.
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15. Ask The Questions:
1. Do you know what your objectives are?
2. Do you have your digital marketing
strategy or marketing portfolio mapped
out?
3. Do you have resources?
– People
– Time
– $$
4. Do you an interesting story to tell
/share?
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16. Be Social:
Start by defining objectives
Observe & listen to your customers
Communicate authentically
Interest
Analyse results
Learn to deal
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17. The End
Thank you.
Questions?
Contact Details: aoom consultancy:
Chloe Lim
aoom consultancy “The Knowledge & Expertise of a
Marketing Director Without The
Chloe.Lim@aoom.com.au Cost Of One”
http://www.Twitter.com/LimChloe
http://au.linkedin.com/in/ChloeLim
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