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Audio test packard speech

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This is my test of the audio recording of a speech on using social media in hotels.

Published in: Business, Technology
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Audio test packard speech

  1. 1. Using Social Media in Your Hotel<br />
  2. 2. agenda<br />Intro: About Hive & Susan <br />What is Social Media?<br />Why Care?<br />Big Picture Strategies<br />Tips and Tactics<br />
  3. 3. about<br />I spent 10+ years coming up with creative marketing strategies for hotel brands like Sheraton, Westin, and W.<br />In May 2009, I started Hive Marketing to help hotels and restaurants with social media. Hive has grown to include all kinds of businesses.<br />
  4. 4. Current clients include Crawford & Co., Richfield Hospitality, FranNet of Georgia, and Dolce Hotels & Resorts.<br />I’m also the co-organizer of Digital Atlanta, an annual week-long series of events celebrating Atlanta’s digital community.<br />
  5. 5. objective<br />to answer this question:<br />why should my hotel care about facebook, twitter and the rest of it?<br />
  6. 6. “…people have been endlessly fascinated by one another for a very long time. social networking is not new; we just have new ways to do it.”<br /><ul><li>joekraus, google</li></li></ul><li>there are a lot of tools.<br />
  7. 7. what is social media<br />“social media is not about facebook or flickr or twitter or blogs or youtube. It’s about having a strategy for making your company or organization more like a person and less like a machine.” <br />- jay baer, www.convinceandconvert.com<br />
  8. 8. social media is<br />social media isn’t<br />a conversation<br />a good way to raise your internet profile <br />a way for potential clients to find and get to know your business<br />a marathon<br />a targeted community of the right people<br />a sales pitch<br />a guaranteed book deal or appearance on Leno<br />a get-rich-quick scheme; a panacea; or an excuse to stop selling<br />a sprint<br />a giant audience of any people who’ll listen<br />
  9. 9. why care?<br />engagement: better word of mouth & deeper relationships with customers.<br />community: a group of people who are there voluntarily.<br />cost: price per impression is nominal.<br />immediacy: real-time ability to target promotions.<br />
  10. 10. immediacy<br /> <br />Build a community on Facebook , Twitter, your blog, etc.<br />Establish trust. Share useful content, not just sales pitches.<br />Give them offers when you need them.<br />Group cancels for next week<br />Option 1: Big sale on OTA; sacrifice 15-20% of profit.<br />Option 2: Great rate for fans; keep all your margin.<br />
  11. 11. more reasons<br />1 in every 11 people on Earth is on Facebook.<br />More than 2.5 million websites have Facebook integration.<br />13% of internet users are on Twitter; many more people “lurk” than talk.<br />News of Bin Laden’s death broke on Twitter at 10:25pm; Obama announced it at 11:35pm.<br />
  12. 12. social media is not going away.<br />
  13. 13. strategies<br />
  14. 14. be real<br />Authenticity and transparency are the name of the game. The “royal we” is off-putting, but so is a conservative company that tries to be too hip. Be who you are in social media, and tell the truth. <br />15<br />
  15. 15. There is a disconnect when your Twitter handle includes the word “cares” and you have protected your account.<br />
  16. 16. A tweeter for the American Red Cross accidentally sent a personal tweet from the wrong account. They quickly admitted the mistake and moved on, which resulted in Dogfish Head starting a Twitter fundraising drive for them.<br />
  17. 17. cocktail party<br />Treat your social media accounts like a cocktail party– heavy on listening and making conversation; light on the sales pitches.<br />18<br />
  18. 18. Corning only allows its own posts on Facebook. There’s no point in being there if you don’t want to hear from customers.<br />
  19. 19. Coca-Cola’s Facebook page is all about the fans.<br />
  20. 20. complaints<br />Face complaints head on. Respond to everything quickly, and don’t be defensive! Your response is a commercial for the next customer.<br />21<br />
  21. 21. After a negative tweet about Price Chopper, the grocer called the tweeter’s boss to complain!<br />
  22. 22. Nestle to Facebook fan: “Thanks for the lesson in manners.”<br />
  23. 23. When his customer tweeted about her pizza being delivered an hour late, Domino’s franchisee Ramon DeLeon made a video to apologize and sent free pizzas to the local Social Media Club to generate some positive buzz on Twitter.<br />
  24. 24. behind the curtain<br />Show off your team. Use photos and videos (even informal ones) to humanize your hotel. Give your fans the inside scoop.<br />25<br />
  25. 25.
  26. 26. slow burn<br />Because social media takes place online, people think it can be measured like PPC ads. You should look at it more like playing golf or going out to dinner – an investment in relationships.<br />27<br />
  27. 27. quick tips and tactics<br />
  28. 28. Tips for Facebook<br />Don’t use a personal profile or a group for your business; use a page.<br />Link Facebook to Twitter (and maybe LinkedIn) to save time on posts.<br />“Like” sister hotels and nearby attractions.<br />Use Facebook ads for granular targeting.<br />
  29. 29. Tips for Twitter<br />Leave room to be retweeted: 120 instead of 140.<br />Use TweetDeck or Seismic to manage multiple accounts.<br />Use HootSuite, SocialOomph, or Vitrue Publisher to automate some posts.<br />Use a link shortener like bit.ly.<br />
  30. 30. Tips for LinkedIn<br />Don’t link Twitter to LinkedIn. Use #in.<br />Join groups to access more people. Search is biased by connection, so the more you have, the more people you can see in search.<br />Check and update your profile often. This is the 1st place your customers and vendors go to check up on you.<br />
  31. 31. thank you<br />404.964.5765<br />susan.barry@hive-marketing.com<br />

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