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  1. 1. Hotel Website Marketing Conference Dublin, 14 th September 2010
  2. 2. Background: Ireland A new social media platform for the Irish Tourism and Hospitality Industry <ul><li>Travelshake Social Media Consultants </li></ul><ul><li>Specialised Social Media Strategy Development and Training for Hotels </li></ul><ul><li>Monthly Account Management </li></ul><ul><li>Digital Travel & Hotel Videos </li></ul><ul><li>Facebook Competitions and Campaigns </li></ul><ul><li>Social Media Account Creation & Set-up </li></ul>
  3. 3. 2005
  4. 4. 2009
  5. 5. 2010
  6. 6. 2010
  7. 7. 2010 Blogging
  8. 8. 2010 As Country Inns & Suites By Carlson prepared to open its 500th hotel in College Station, Texas, earlier this year, it offered free seven-day mystery trips to three bloggers active in social-media sites.
  9. 9. <ul><li>The bloggers and their families were assigned to drive to College Station, Texas in branded vehicles. </li></ul><ul><li>Across seven states, staying in a different Country Inn each night. </li></ul><ul><li>Mystery scavenger hunt with the next clue received by video on their mobiles after completing the previous one. </li></ul><ul><li>Take and upload photos, Blog and post messages on Facebook and Twitter </li></ul>
  10. 13. Does your hotel have a social media strategy?
  11. 15. <ul><li>Customers: Where are they and what are they saying </li></ul><ul><li>Content: What will you say, offers, news, videos, photos </li></ul><ul><li>Campaigns: competitions and contests to engage your fanbase </li></ul><ul><li>People: Who will update and maintain the social media accounts </li></ul><ul><li>Platforms: Which is best - Youtube, Twitter, Facebook, Foursquare (LBS – location based services) </li></ul>
  12. 16. <ul><li>Special offers (20) </li></ul><ul><li>Competitions (18) </li></ul><ul><li>Events (in hotel and area) (12) </li></ul><ul><li>Seasonal themed (11) </li></ul><ul><li>Hotel News (10) </li></ul><ul><li>General Hello (9) </li></ul><ul><li>Awards (8) </li></ul><ul><li>Trying to get more fans (8) </li></ul><ul><li>Content updates (photos etc.) (7) </li></ul><ul><li>Weddings (6) </li></ul><ul><li>PR (5) </li></ul><ul><li>Exclusive Facebook Offer (4) </li></ul><ul><li>Golf (3) </li></ul><ul><li>Spa (3) </li></ul><ul><li>Local attractions/tourism (2) </li></ul>© Travelshake Social Media 2010 “ There were 127 updates from 54 Irish hotels over 48 hours.”
  13. 17. “ I really don't think that any business should be without it in this day and age and all it costs is your time.” – Geoff Dawson Facebook is a key part of the hotels online marketing strategy.......... .........gets their fans opinions on recent stays, keeping them informed of future offers & events in the city, sending hotel pictures & videos. Number 1 Hotel on facebook in Ireland
  14. 18. “ the restaurant spends no money on any advertising , beyond remaining very active on Twitter and Facebook and running email campaigns” “ We have sold out every event we’ve had since we opened by using only Facebook, Twitter and our mailing list .” Play Food & Wine – Restaurant in Ontario, Canada
  15. 19. They tweet funny pictures, new wines, and local products that become available and it creates a special connection between them and their fans They are able to reach out to loyal customers, food bloggers and the rest of the community, to make them feel like insiders who are part of the restaurant’s day-to-day operations.
  16. 20. The Highway Hotel Adelaide Run campaigns and events using social media as our primary marketing media “ turnover increased by four per cent and the hotel has saved $15,000 in marketing costs over a nine-month period” When customers “check in” on Foursquare via their mobile phone as they visit the hotel, they can claim a free house drink. 
  17. 21. <ul><li>specials </li></ul><ul><li>restaurant news </li></ul><ul><li>holiday hours </li></ul><ul><li>ask fans what they would like to see on the seasonal menu </li></ul><ul><li>held a contest to select a new fall dessert menu item </li></ul>Westend Bistro, Ritz-Carlton, Washington D.C.
  18. 22. <ul><li>Staffed by employees based in Omaha, Australia and Mumbai </li></ul><ul><li>Respond to requests and questions within an hour </li></ul><ul><li>Field queries ranging from where to find good sushi to alerts that a guest will be checking in late </li></ul>
  19. 24. Vero Beach Hotel & Spa, Miami – Welcome page
  20. 25. Facebook Offer Redemptions: Began issuing FB codes for discounts on best available rates e.g. FOLLOW Codes generated 270 more room nights this year
  21. 26. Great management response to customer post about offers
  22. 30. ACE HOTEL NY – Social Media Film “Charley”
  23. 32. <ul><li>mobile-phone based services were earning the company more than $1 million (€791,000) a month in revenue, </li></ul><ul><li>grown by more than 600 percent over the past year. </li></ul><ul><li>rolling out its iPad concierge service, which debuted in April in four cities </li></ul>InterContinental - Priority Club app,
  24. 33. Fairmont Hotels - beyond booking apps
  25. 34.   Fairmont Hotels – Virtual Concierge App  <ul><li>access to destination guides </li></ul><ul><li>log into loyalty club account </li></ul><ul><li>view current reservations </li></ul><ul><li>check hotel availability </li></ul>
  26. 35. InterContinental and Topguest
  27. 37. <ul><li>Learn which of their customers are the &quot;most influential” </li></ul><ul><li>promote their loyalty programs </li></ul><ul><li>increase sales during off hours </li></ul>
  28. 38. Plan to invite loyalty program members with large Facebook and Twitter followings to help spread the word about its SpringHill Suites chain. Incentive: They'll get free stays and other incentives in return for positive messages sent to followers.
  29. 40. <ul><li>40% of their booking guests have engaged with </li></ul><ul><li>Each post has on average brought 8 new visits over to The James’ site </li></ul>
  30. 41. Give £25 to their customers for each booking made as a result of their social media referral
  31. 42. Group Deals and Social Discounts
  32. 45. Tourism and Hospitality businesses are embracing Social Media as an effective marketing tool all over the world.
  33. 46. Microblogs Video Tourism Directories Offers Mapping GPS Photo Sharing Social Networks
  34. 48. Travel shake .com lets users…. ….save time and money planning a holiday in Ireland by featuring official offers, videos and real-time updates covering the entire tourism sector while showing insider recommendations from local owners.
  35. 49. Travel shake .com lets businesses…. ….create their own free digital media profile that showcases their business, offers, expertise & local knowledge.
  36. 50. Branding Social Media feeds Recommendations Map + GPS Location Video Direct bookings Real-time tagged updates Offers Photo Gallery User Interactions
  37. 53. <ul><ul><li>Upload full contact details with clickable links …. </li></ul></ul>
  38. 54. <ul><li>Add links to your website </li></ul>
  39. 55. <ul><li>Users Book Direct </li></ul><ul><li>No intermediaries </li></ul><ul><li>No commission </li></ul><ul><li>No loss </li></ul>
  40. 57. <ul><li>Demonstrate your local knowledge or expertise by writing relevant updates </li></ul>Create list of your local or peer recommendations by recommending other profiles
  41. 58. Local Tourism Body Hotel Restaurant
  42. 59. <ul><li>Hot Offers Page: real-time publishing </li></ul>
  43. 60. <ul><li>Inform visitors and customers of latest news, events and competitions </li></ul>
  44. 61. Increase your fans and followers as they click through
  45. 62. <ul><li>Create Campaign Pages </li></ul><ul><li>Unique Campaign URL </li></ul><ul><li>Branding </li></ul><ul><li>Video upload </li></ul><ul><li>Update latest campaign info. </li></ul><ul><li>Campaign Photo Gallery </li></ul><ul><li>Integrate twitter, facebook and youtube campaign accounts </li></ul><ul><li>Promote page site-wide </li></ul><ul><li>Campaign video on homepage </li></ul><ul><li>Publish related offers </li></ul><ul><li>Create Itineraries </li></ul><ul><li>Map your campaign </li></ul>
  46. 63. Premium Profile Offers Spotlight Booking Link Ad Free Multiple Videos Priority Listing Homepage Updates Unlimited Photo Galleries
  47. 64. <ul><li>Direct Bookings </li></ul><ul><li>Offers Feed </li></ul><ul><li>Video </li></ul><ul><li>Social Media Feeds </li></ul><ul><li>User Interaction </li></ul><ul><li>Peer to Peer Recommendations </li></ul>
  48. 65. Travelshake Benefits versus others Travelshake Facebook Twitter Status Updates x x x Tagged Event Updates x x Tagged Offer Updates x Travel Offers Feed x Recommend Other Businesses x Post Photos x x Post Videos x x Like a profile x x x Live trip updates x x x User comments x Share Profiles x x Integrate other Social Media x x x Dedicated Map x GPS Location x x Tourism Database x
  49. 66. Over 200 Irish Tourism Businesses have already signed up...
  50. 67. Premium Account Join these leading tourism brands today......
  51. 68. Thank you!