Innovations - customer pre-stay, in destination, post stay: Flip.to Checkmate.io Innovation - competitive industry : Air BnB Open Innovation - messaging platforms: Marriott - Snap Chat

2. • Online Reputation management:
- Definition
- Services
• Presentation of:
- Flip.to
- Checkmate.io
- Air Bnb Open
- Marriott – Snap Chat
• Use of social media to improve guests’ experience
• Use of UGC or not?
• Effects of hotel’s use of guest information used in social media

3. ORM is the analysis of a brand's personal or professional,
business or industry reputation as represented by content across
all types of online media channels, so it requires the ability to
constantly monitor any result or review being put out about the
company.

4. • Clean negative search results.
• Removal of negative links.
• Manage social media reputation.
• Managing online profile.
• Responds to online complaints.
• Protect the online reputation.
• Improve online reputation.

6. It is a hospitality marketing platform that turns hotels’ guests into
engaged brand advocates., using the social media platforms that the guests
use regularly.
• Goals:
- Helps hotels boost their brand awareness.
- Helps hotels earn new guests.
- Hotels get more transparent and strategical communication.
• Advantage: manage all social networks from one central platform.
• Stats: According to Flip.to, the platform has shown some solid successes:
- Flip.to turns 15% of a hotel's guests into advocates.
- The average ROI reported by Flip.to is 10 times investment.
- For every 100 guests participating in Flip.to, more than 25,000 social
connections will learn about a guest’s upcoming trip.
- With 10 to 20 room nights to be booked within six months, that’s an
average conversion rate of one night for every 10 guest users.

8. A platform for online and mobile check-in, this
platform is used by many of the world’s top travel
brands: Expedia, Travelocity,…
• Goals:
- Connect with guests.
- Communicate to the guests all the information about
their rooms : alerts when the room is ready, request
for amenities…
- Enhance guest experience.
• Advantage: easy use and integration for hoteliers plus
a new way to connect with guests before and during
arrival.
• Stats:
- Drew Patterson (CEO) says that more than 100 hotel
properties and hotel groups are using the CheckMate
guest engagement platform.

9. Airbnb opens its hometown to its
"hosts" in order to interact with them,
inspire them and be inspired by them.
• Goals:
- Sharing experience, stories,
recommendations between hosts.
- Direct feedback between the hosts and
the owners of Airbnb.
- Strengthening Airbnb's community by
empowering hosts
• Advantage: hosts can share their
stories thanks to a station of
computers which will attract customers
or which maybe interest other people
to rent their house / apartment for
rent ....through AIRBNB.

10. Marriott chose four influencers for the three month campaign who will create a
two-way conversation with users about what cities the influencers will visit (picked
by users), while working with the Marriott brand during the visits.
• Goals:
- Reach the younger traveler.
- Develop and share interactive stories.
• Advantage: global creative and exclusive content.
Since Snapchat stories are only accessible for 24 hours, and in order to allow users
to revisit the content Marriott partnered with Naritiv the first marketing and
analytics platform for Snapchat, in order to create videos from the snapchat
content.

12. • Have a strong social customer service, like SCS of Starwood, for twitter for example
and according to SkiftIQ, the @starwoodbuzz account clocked in at an average of
33 minutes per inquiry in comparison to its sector average of 1,400 minutes/reply,
from May 1 to June 30, 2014.

13. • Integrate guests in essentials decision (maybe strategical one too) by using social
media in order to interact with them: like with Marriott Travel Brilliantly that
totally reinvent the Marriott's experience that is welcoming guests to submit
their innovative Marriott travel ideas to help make every stay a brilliant
experience.
• Social Exhibitions-events sharing and/or Build creative social contest: like for W
New York and its Insider Instagram Contest, by first bringing some of the most
talented Instagram photographers out from behind their iPhones and into the
spotlight in one of Manhattan’s first ever Instagram photo exhibitions and
secondly create an instagram contest when most popular photos will be exposed
and the winners will be rewarded.

14. • Monitor for negative reviews.
• Use mobile and app for check-in : for example
if a guest check-in using Foursquare, the hotel
promote and advertise itself directly and
without extra cost to all his or her friends and
followers.
• Make content available, fluid and sharable.

15. • Hoteliers must integrate UGC into their social media strategy.
• Why?
- Social media platforms are the place to be.
- People are more and more connected to their social networks (especially thanks to
mobile phones).
- According to an IDC Research Report, Facebook is the third most popular activity
on iPhones and Android phones behind email and web browsing.
- According of the 5 Stages of Travel of Google states that at least 53% of leisure
travelers share pictures of their vacations online.

16. • How? Conditions to use the
UGC:
- Ask for permission: in order to
avoid legal problem (Copyright
issues), it is preferable to be
direct and ask the right to use
guest's content, through a
message or a tweet.
- Once the permission given, be
creative : share the UGC on the
hotel's screens, show
authenticity and transparency
by using the content in the
hotel's blog and/or websites.
- The integration of UGC have to
be a part of the social media
strategy and not build the
whole strategy on it.

17. - Users can express their feelings
- Know the client: gather several –personal-
information about the guest: taste, preference…
- Build good and accurate loyalty program
- Enhance guest experience
- Makes the booking process‘
fluid and easy for guest.

18. - Copyright issues.
- No real control on the content.
- Feelings of intrusion into the guest's private sphere.
- If it is not well-done, there is a lack of transparency: use of
only good feedback...
- Culture is different same for the way people communicate, a
same word can have different meaning,... so comments'
perception will differ and a good review somewhere can be
seen as a bad one somewhere else.

19. • Highlight the good reviews but
also the bad one by
demonstrating the evolution of
the service , of the hotel offer
...
• Constantly monitor comments,
content,…
• In order to not give the feeling
of tracking and spying your
guest, it is preferable to be
honest and ask for
authorization, like for cookies.

20. • http://skift.com/2014/07/10/behind-starwoods-social-customer-service-
victories-on-twitter/
• http://fr.slideshare.net/Talking_Heads/socialmediaforum-case-
niko310513def?qid=09747515-df89-47c6-b619-
c00904dadfb4&v=qf1&b=&from_search=12
• http://searchcontentmanagement.techtarget.com/feature/Content-is-power-
behind-managing-the-customer-experience
• http://inventorspot.com/articles/snazl_flipto_social_media_tools_sharing_conte
nt_34779
• http://www.tnooz.com/article/flip-to-continues-signing-up-hotels-to-its-social-
media-marketing-platform/
• http://boostoneseo.com/blog/2014/03/28/online-reputation-management-why-
is-it-so-important/
• http://skift.com/2014/11/12/checkmate-gives-hotels-a-new-way-to-connect-
with-guests-before-arrival/
• http://www.michiganstateuniversityonline.com/resources/hospitality/hotel-
marketing-using-social-media-to-improve-guest-experience/#.VNPPeyyKLeg
• http://skift.com/2014/12/17/marriotts-new-snapchat-campaign-is-a-first-for-
hotel-brands/