The document provides an overview of using social media for hospitality marketing. It discusses various social media platforms like Twitter, Facebook, YouTube, and location-based apps. It also covers topics like developing a social media strategy, creating engaging content, integrating social media with other marketing channels, tracking analytics and measuring return on investment. The key aspects covered include choosing the right tools, understanding social media lingo, learning from companies that are using social media effectively for hospitality, and tips for messaging, engagement and analyzing results.

1. Adding
Social Media
to your hospitality marketing toolbox

2. Social Media for Hospitality 101

3. Social Media for Hospitality 101
WHAT
do I Say? HOW do I
WHAT is all track it? WHY should I
this Social Media participate?
stuff?
WHO’s doing WHEN will
it right? I have time to
manage it?
WHERE
can I find WHO’s listening
inspiration? to me anyway?

4. Social Media for Hospitality 101
WHAT
do I Say? HOW do I
WHAT is all track it? WHY should I
this Social Media participate?
stuff?
HOW can I
WHO’s doing make it work WHEN will
I have time to
for me?
it right?
manage it?
WHERE
can I find WHO’s listening
inspiration? to me anyway?

5. Social Media for Hospitality 101
TOPICS
Finding the right tools
Lingo
Brief overview on Twitter, Facebook, YouTube, Flickr, Location
Getting the message out through social media channels
Integrating these channels with your existing marketing plan
Analytics
Tracking your success

6. Social Media for Hospitality 101
Tools

7. Social Media for Hospitality 101
Tools
Twitter desktop client
Hootsuite, Tweetdeck, Seesmic

8. Social Media for Hospitality 101
Tools
Twitter desktop client
Hootsuite, Tweetdeck, Seesmic
Smart phone
iPhone, Android, Blackberry

9. Social Media for Hospitality 101
Tools
Twitter desktop client
Hootsuite, Tweetdeck, Seesmic
Smart phone
iPhone, Android, Blackberry
Blog platform
Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger

10. Social Media for Hospitality 101
Tools
Twitter desktop client
Hootsuite, Tweetdeck, Seesmic
Smart phone
iPhone, Android, Blackberry
Blog platform
Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger
Calendar
Outlook, iCal, etc. Set reminders for time management

11. Social Media for Hospitality 101
Tools
Twitter desktop client
Hootsuite, Tweetdeck, Seesmic
Smart phone
iPhone, Android, Blackberry
Blog platform
Wordpress, Posterous, Tumblr, Typepad, MoveableType, Blogger
Calendar
Outlook, iCal, etc. Set reminders for time management
Your ears
Social Media is for listening more than talking.
Set up, tune in, chime in.

12. Social Media for Hospitality 101
Lingo
@ sign – this character is placed immediately before (@lebistro) any Twitter name. It tells
Twitter it is an actual Twitter account and automatically becomes a link to that account.
Facebook @ names can be used to tag friends.
# hashtags – are community-driven and create additional context and metadata to
your tweets. They’re like tags or categories, only added inline to your post. Hashtags signals
trending topics.
RT retweet – Automatically populates in a tweet you’d like to forward to your followers.
Gives credit to the original tweeter. Make your tweets re-tweetable by leaving room
D – (formerly DM) – direct message to one of your followers who ALSO is following you.
DM’s are private and do not show up in your public timeline. Can only be sent through mutual
followers. NOT to used to spam your followers, ever.
.@name – a period placed immediately before an @name will allow that reply tweet to be
seen by all of both your and their followers. Normally just the @name reply will be seen only
by those following the both of you simultaneously.
tag – tags are keywords that are added to videos, images, blog posts, etc. They help
search engines and search fields find a specific topic-related file.

13. Social Media for Hospitality 101
Overview
Twitter
Twitter is word-of-mouth at lightning speed.

14. Social Media for Hospitality 101
Overview
WHO’s doing
it right?
Twitter Examples
Roger Smith Hotel AJ Bombers Bumbershoot
Location: NYC Location: Milwaukee, WI Locations: Seattle, WA
Followers: 8,000+ Followers: 11,000+ Followers: 6,200+
Doing it right: Doing it right: Doing it right:
Heavy use of Twitter, Facebook, Heavy use of Twitter, Facebook, Heavy use of Twitter, Facebook, YouTube,
YouTube, Flickr, extensive blog YouTube, Flickr, contests, press Flickr, MySpace (bands) huge blog, press
@rogersmithlife @ajbombers @bumbershoot

15. Social Media for Hospitality 101
Overview
Facebook
A Facebook Fan Page is a great way to:
spread a brand message and tell your story
converse WITH your audience, customers and fans
share content from your blog, community, events
drum up interest in an event you are hosting or participating in
promote local attractions like festivals, concerts, athletics

16. Social Media for Hospitality 101
Overview
WHO’s doing
it right?
Facebook Examples
Magic Hat Brewery
Magic Hat Brewery
Disney World Bluebird Tavern
Location: S Burlington, VT Location: Orlando, FL Location: #BTV
Fans: 29,000+ Fans: 4.8M+ Fans: 1,200+
Doing it right: Doing it right: Doing it right:
FB landing page, engagement, event Various calls to action, video, email Calls to action back to website, promoting
promotion, discussions, video, contests capture, activities on multiple tabs others, robust events calendar, blog feed
/magichatbrewing /waltdisneyworld /bluebirdtavern

17. Social Media for Hospitality 101
Overview
YouTube & Flickr
YouTube and Flickr tagged photos and videos indexed by search engines.

18. Social Media for Hospitality 101
Overview
YouTube & Flickr Examples
Roger Smith Hotel
King Arthur Flour August First
Location: Norwich, VT Location: Burlington, VT Location: NYC
Followers: 550+ Doing it right:
Doing it right:
759 videos! Movies, events, food, press,
BRanded YT Channel, 28 how-to Doing it right:
workouts, fashion shows, art, tours
videos + Favorites Product, cooking classes, tweetups, neighborhood
EVERYTHING interesting
/user/KingArthurFlour flickr.com/photos/augustfirstvt user/rogersmithnews

20. Social Media for Hospitality 101
Overview
Foursquare, Gowalla, Facebook Places
Location-based applications like Foursquare (and GoWalla,
BrightKite, MyTown) are golden opportunities for restaurants, bars,
hotels and events to attract customers who use these apps on their
smart phones. Facebook Places puts your biz in the feed of every
friend your checkins have.
Check-ins can add Tips to venues
Mayors are those users that have checked in the most at your
establishment. Indulge them with little freebies or discounts.
Promote with a Special Offer or special badge via Foursquare
Verify your accounts on Foursquare.com, FB and Google Places

21. Social Media for Hospitality 101
Overview
Blogging
Adding a blog to your website is the most efficient way to keep your site
fresh and on the Google radar. Companies that blog have far better
marketing results.
The average business that blogs has:
{THAT’S HOT}
55% more website visitors
97% more inbound links
434% more pages indexed by search engines
http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Small-Businesses-That-Blog-Get-55-More-Website-Visitors.aspx

22. Social Media for Hospitality 101
Overview
Summary of tools
Twitter
Brand your page, follow relevant people & organizations, join the conversation, promote others as well
as yourself. Share.
Facebook
Brand your Fan Page, fan up with other local fan pages, companies. Leave comments, respond to
comments on your own fan page. Share.
YouTube & Flickr
Record everything! Take loads of pics, upload and tag the best, cross-post them to Facebook,
Twitter, blog, etc. Share.
Location Based Apps
Claim your business, verify correct info, promote as a great place to check in, Treat your mayors
well.
BLOG
Start a blog that is ties to you website (or free if you must, but BLOG!) Comment on other blogs,
get listed on Technorati and weave your blog into your website and Facebook. Establish your
(interesting)self and your biz as an authority in your industry.

23. Social Media for Hospitality 101
Messaging
What do I say?
Your tweets, Facebook and blog posts should be more than “All About Me”. Ideally the ratio of self-
promoting messages to others-promoting tweets should be 12:1. For every 12 tweets you make, 11
should be either RTs or links to articles about someone/something interesting or relevant to your
community. Share your content on any/every channel you have at your disposal.
BE where your audience is.
Topic and Channel Opportunities (the short list)
Specials du jour Local interests Photos
Special events Charity events Your competition
Neighborhood Festivals Videos
New tweeps Local Tours Facebook polls
Follow Friday Farmers Markets Surveys
Producers Travels Staff
Vendors Recipes Chefs
Purveyors Guest posts Classes
Industry issues Interviews Tastings

24. Social Media for Hospitality 101
Messaging
Add it your blog (website)
Tell a story Post pics, vids and commentary. Your slice of
being almost famous, humbly.
Tweet this pic
Julian Assange hammered at an
undisclosed downtown bar. Sadly (or
gladly) not ours, doh! #wikileaks #btv
Post this pic
Add a killer headline to your post. Ask a question,
ask for captions, feedback. Then follow up and
keep the ‘story’ going
Import YouTube feed to your FB page, even if its
just a 3rd party (like SNL) link
Upload or favorite a video
Then tweet about the video and YouTube
Channel as a resource.
Upload this pic to a set on Flickr
Add to your Flickr collection of tagged pics

25. Social Media for Hospitality 101
Messaging
Parking Social Media in traditional media
PRINT ADVERTISING - add your social places to all of your print advertising. Use
logos (their free to use) and your @ or location name: /mykickassbar
MENUS - add your social places to your menus, business cards, punch cards, catering
brochures, to go menus. Again, use logos along with your @ or location name. Encourage
check-ins with location based apps
ON THE FRONT DOOR - request and post your business on your front door, or
elevators, restroom doors, windows, LCD streams. Branded stickers (which are
instantly recognizable) are FREE from Foursquare and FB, etc. Just ask.
WEBSITE - seems obvious but include a link to EVERYWHERE your biz
lives online: review sites, location places, Twitter, FB, video channels,
online profiles, LinkedIn Groups, various blogs, etc.
TV & Radio - end your messages with your social places

26. Social Media for Hospitality 101
Integrating
Integrating Social Media with your web site
Let everyone know you’ve gone Social by adding Widgets, Badges, and Feeds to your
website. Reversely, add share buttons to your site.

27. Social Media for Hospitality 101
Tracking
Analytics
• Install Google Analytics on your website to track where visitors are coming from
• Set GA goals
• Focus on trends rather than numbers
• Reuse the same shortened URLs for individual page promos on Twitter and FB
• Create a Social Media landing page(s) on your web site
• Use Tweetmeme buttons on your blog posts
• Use Bit.ly shortened URLs

28. Social Media for Hospitality 101
Tracking
Paid Listening /
Data Services
Who’s talking about you
• Use a Twitter dashboard (Tweetdeck, Hootsuite, etc)
• Use and follow Hashtags # for your location, business
• Establish your Google Profile, Google Places, Facebook Places
• Sign up for Google Alerts: biz name, industry, market, niches
• Review sites: Yelp! UrbanSpoon, TripAdvisor, CitySearch, local entertainment paper
• Location Apps: Foursquare, GoWalla, MyTown
• Search.Twitter.com
• SocialMention.com, backtweets.com

29. Social Media for Hospitality 101
Tracking

30. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)

31. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
I’m doing all this Social Media work but how do I know its WORKING?

32. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
I’m doing all this Social Media work but how do I know its WORKING?
Why not just run ads, buy web banners and press releases?

33. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
I’m doing all this Social Media work but how do I know its WORKING?
Why not just run ads, buy web banners and press releases?
= $0
+ a little time
Reach an
unlimited #
of people

34. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
I’m doing all this Social Media work but how do I know its WORKING?
Why not just run ads, buy web banners and press releases?
= $0 vs.
+ a little time
Reach an
unlimited #
of people

35. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
$
I’m doing all this Social Media work but how do I know its WORKING?
Why not just run ads, buy web banners and press releases?
= $0
Reach an
+ a little time
vs. estimated
fixed # of
people
Reach an
unlimited #
of people

36. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)
$
I’m doing all this Social Media work but how do I know its WORKING?
Why not just run ads, buy web banners and press releases?
= $0
Reach an
+ a little time
vs. estimated
fixed # of
people
Reach an
unlimited #
of people
*REMEMBER Social Media doesn’t REPLACE your
other marketing tools, but can augment your
efforts by being where your customers are NOW.

37. Social Media for Hospitality 101
Tracking
R.O.I.
(Return on Investment)

38. Social Media for Hospitality 101
Tracking
R.O.I. = A.I.S.
(Return on Investment)

39. Social Media for Hospitality 101
Tracking
R.O.I. = A.I.S.
(Return on Investment)
✓ You have a strategy, plans, goals

40. Social Media for Hospitality 101
Tracking
R.O.I. = A.I.S.
(Return on Investment)
✓ You have a strategy, plans, goals
✓ You have identified your strengths and weaknesses

41. Social Media for Hospitality 101
Tracking
R.O.I. = A.I.S.
(Return on Investment)
✓ You have a strategy, plans, goals
✓ You have identified your strengths and weaknesses
✓ You have studied where your qualified markets are

42. Social Media for Hospitality 101
Tracking
R.O.I. = A.I.S.
(Return on Investment)
✓ You have a strategy, plans, goals
✓ You have identified your strengths and weaknesses
✓ You have studied where your qualified markets are
✓ You are properly branded and connected

43. Social Media for Hospitality 101
Tracking
Huh?
R.O.I. = A.I.S.
(Return on Investment)
✓ You have a strategy, plans, goals
✓ You have identified your strengths and weaknesses
✓ You have studied where your qualified markets are
✓ You are properly branded and connected

44. Social Media for Hospitality 101
Tracking

45. Social Media for Hospitality 101
Tracking
Asses In Seats
(and beds, and venues)
that’s your R.O.I.

46. Social Media for Hospitality 101
Tracking
Asses In Seats
(and beds, and venues)
that’s your R.O.I.
(Thanks @PracticalCafe)

47. Thanks
Social Media for Hospitality 101
www.DeepDishCreative.com www.TwitterForRestos.com
@deepdishcreates @twit4restos