The links between your Hotel Experience and Social Conversation

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Slides from the Hotel Marketing Association event on 2014 Digital Trends @HMAInfo #DigiTrends14 - I was talking about experience and what hotels can do to improve online conversation

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The links between your Hotel Experience and Social Conversation

  1. 1. Analogue  Experiences   Digital  Conversa5on    Karen  Fewell  @DigitalBlonde   Copyright  Digital  Blonde  Ltd  
  2. 2. My  career  in  hospitality   began  at  the  age  of  two   @DigitalBlonde   @DigitalBlonde  
  3. 3. New  Book:  #FoodPorn   Published  2014   Author  Karen  Fewell  @DigitalBlonde  
  4. 4. @DigitalBlonde   What  happens  here?   1   2   3  
  5. 5. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   A  nega5ve  social  review   could  lose  a  hospitality   business  approx.  30   customers  
  6. 6. Analogue  Experience     Digital  Conversa5on  #DigiTrends14   @DigitalBlonde  
  7. 7. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   Angry   Customer   to  Brand   Advocate  
  8. 8. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   Social  media  is  about  sociology  and   psychology  more  than  technology     Brian  Solis      
  9. 9. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   Understanding  Behaviour   Experiences  Worth  Sharing  
  10. 10. Why  do  we  share   food  images  via   social  networks?   #FoodPsych   @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |  Chef  Shaun  Hill  
  11. 11. @DigitalBlonde   @TheWebPsych  
  12. 12. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Andy  Waters   When  are  you  most  likely  to  post  a   picture  of  food?  #FoodPsych   81.28%  said   yes  I’m  a   foodie     No  =  18.72%        
  13. 13. @TheWebPsych  @DigitalBlonde   Image  @GBChefs  |Chef  Josh  Eggleton   Why  do  you  take  pictures  of  food?   #FoodPsych   0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" To"record"an"event"or"social"occasion" When"it’s"a"special"treat" Beause"it"is"beau@ful"and"looks"like"art" When"it"is"my"friends"food" To"en@ce"other"people"to"eat"the"food" Because"I"am"proud"that"I"made"it"myself" To"congratulate"the"person"who"made"it" Because"it"is"unusual"or"different" To"show"that"I"am"ea@ng"healthy"food" Because"it"says"a"lot"about"me" Other"
  14. 14. @TheWebPsych  @DigitalBlonde   Image  @GBChefs   Which  social  network  do  you  use  most  oCen  to  share   your  food  photos?   #FoodPsych   Top  3  for  Females   26.15%  Facebook     23.08%  Instagram     12.82%  Twier       Top  3  for  Males   15.9%  Twier     9.7%  Facebook   6.15%  Instagram     Instagram  was  the   top  network  for   pos5ng  food   photos  for  18-­‐20   year  olds     Facebook  was  the   top  network  for   pos5ng  food   photos  for  30  –  39   year  olds     TwiMer  was  the   top  network  for   pos5ng  food   photos  for  40  –  49   year  olds  
  15. 15. Karen  Fewell  @DigitalBlonde  
  16. 16. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   Shall  I  leave  the   hotel  to  eat?  
  17. 17. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   @SandersonLDN  
  18. 18. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   La  Bodega  Negra,   Mexican  Restaurant  
  19. 19. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   1888  Hotel  in  Sydney,  Australia     “Every  angle,  every  detail  and   every  element  of  the  hotel  has   been  curated  to  be  worthy  of   an  Instagram  photograph”     •  #selfie  Spot   •  Compe55ons  for  a  free  night   •  Guests  with  more  than   10,000  followers  on   Instagram  are  invited  to  stay   for  one  night  for  free        
  20. 20. Karen  Fewell  @DigitalBlonde  @DigitalBlonde   Digital  Blonde  offers  a     Social  Mystery  Guest   service   1.  Breakfast?   2.  Speak  to  general  manager   3.  Twier  handle  
  21. 21. @DigitalBlonde   Highlight  cause  of   foodborne   Illness  
  22. 22. “Some  of  the  best  moments  in  life  happen  around  a  table  when  we   are  eaQng  with  people  we  love”   Joe  Perez,  Tastemade     @DigitalBlonde  

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