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8 Hospitality Social Media Tips - SMAZ Feb 2011 - ethology, mike corak, content marketing, content strategy


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8 social media marketing tips for the hospitality industry
- common challenges, best practices, content marketing, hotel marketing, social media, reputation management
- references: brian solis, jeremiah owyang, altimeter group, facebook, twitter, yelp, trip advisor, expedia,

Published in: Business, Technology

8 Hospitality Social Media Tips - SMAZ Feb 2011 - ethology, mike corak, content marketing, content strategy

  1. February 2011<br />Social Media Best Practices for Hospitality<br />Social Media AZ<br />
  2. Agenda<br /><ul><li> State of the Nation
  3. Common Challenges
  4. How to Solve Them
  5. What’s Possible?</li></ul>Mike Corak<br />VP of Strategy<br />@mikecorak<br />
  6. Hospitality and Social Media<br />State of the nation<br />
  7. Social = Hospitality<br />Online mirrors inherent off-line day-to-day:<br /> Touch-points throughout the customer lifecycle<br /> Pre, during, and post visit<br /> High value, high trust<br /> Vacations, important business trips, etc.<br /> Customer service and reputation management<br /> Advocacy<br /> Building buzz and community<br /> Collecting and analyzing feedback to improve satisfaction<br />
  8. Facebook Page Marketing <br /><br />
  9.<br />
  10. Common Hotel Facebook Activity<br />x<br />x<br />x<br />x<br />
  11.<br />
  12. So if Social is all about Hospitality, Why Then Is It So Challenging for Hospitality Organizations to Implement Social?<br />
  13. Hospitality and Social Media<br />Common challenges<br />
  14. Operational Anarchy (Where’s the Plan?)<br />
  15. Content Marketing – Who’s Doing It?<br />
  16. Grasping the Blogosphere Beyond FB &TW<br />
  17. Other Challenges<br /> Defining the opportunity <br /> Resourcing against the opportunity<br /> Training<br /> Tools <br />
  18. 7 Best Practices to Improve Your Hospitality Social Media Efforts<br />How do we solve them?<br />
  19. 1. Understand Content Demand In Relation to Your Business<br /> Beyond brand, develop a keyword target list to guide your content planning:<br /> Search<br /> What keywords perform best beyond brand phrases?<br /> What phrases are you targeting?<br /> What content is of interest to the public?<br /> Website<br /> What content is most highly consumed?<br /> Offline/Brand<br /> What are you known for?<br />
  20. 2. Identify, Quantify, and Examine the Opportunity Around Topical Points of Interest<br />
  21. Social Isn’t Only About Participating in Conversations, It’s About Starting Them<br /> Distribute Content to Relevant Outposts With A Defined Purpose<br /> Prioritize Topical Interest<br /> Create & Optimize Content<br />
  22. 3. Organize Internally for Success<br /><ul><li> Roles and Responsibilities (Hire a Community Manager!)
  23. Empower Subject Matter Experts With Training and a Plan
  24. Armed with Content Demand Insights
  25. With Measurable Goals and Frequent Check-ins</li></ul><br />
  26. 4. Be Hospitable! Reputation Management Offense and Defense<br />Twitter and Facebook allow for great public customer service and advocacy<br />Review sites that allow responses<br /><ul><li> TripAdvisor
  27. Expedia
  29. Yelp</li></ul>Trip Advisor and Yelp allow private messages<br />What drives bookings?<br /><ul><li>51% Reputation, recommendations and online reviews
  30. 48% hotel location</li></ul>-42% Price<br />Market Metrix, Jan 2010<br />
  31. Reputation Management Benefits: Woodside Hotels<br /><ul><li> 4 of their 5 hotels are number 1 on TripAdvisor
  32. With strong focus on review management, Revinate alerts allow executive team, as well as property team to see all</li></ul>new reviews across the leading review sites and OTAs<br /><ul><li>Uses Revinate to better understand competition and get constructive ideas for improvement</li></li></ul><li>Best Practices for Responding to Negative Hospitality Reviews<br /><ul><li> Thank reviewer for taking the time to write a review and share their experiences
  33. Thank the reviewer for any positives in the review
  34. Apologize for an atypical experience and assure them that you will personally make sure that the feedback is used to improve operations
  35. Turn a negative into a positive - Tell the reviewer that customer satisfaction is number 1 and you know your property can do better and you would love the opportunity to prove it.</li></li></ul><li>5. Encourage the Behavior You Desire<br />Include calls to action in all relevant outposts and messages<br />Set user expectations<br />Cross promote interaction across platforms based on purpose (sites, social outposts, email integration, drive paid advertising to social outposts as applicable)<br />Run Facebook Ads! <br />
  36. 6. Social Location/Mobile Opportunities<br /> Own accounts across various location based services<br />Facebook Places and Foursquare<br /> Consider messaging and up-sell upon check-in<br /> Create a mobile friendly version of the site addressing mobile needs<br /> Check your analytics to view the percentage of visitors from mobile devices<br /> Review most commonly viewed content<br /> Point users towards social location outposts<br />
  37. 7. Get the Right Kind of Help<br />In-House Resources<br /><ul><li> Day-to-Day Account Management
  38. Conversation Participation
  39. Content Creation (Input)
  40. Scheduled Distribution
  41. Daily Measurement and Adjustment
  42. Reputation Management</li></ul>Agency Resources<br /><ul><li> Internal Buy-off
  43. Demand Research
  44. Social and Content Planning
  45. Periodic Consultation and Recommendations
  46. Web/App Development
  47. Outpost Adjustments
  48. Latest and Greatest
  49. PR Related Tasks (influencer outreach, relationship building, etc)
  50. Display advertising
  51. Tool selection (and licensing)</li></li></ul><li>Callaway Gardens: Social Success<br />Callaway Gardens Social Media Program launch – 1st Quarter Results Tactics:<br />- No paid advertising, fueled by content demand understanding, content distribution, cross platform and effort promotion<br />Bookings Directly Attributed to Social Media<br /><ul><li>Revenue Up Over 1,000%
  52. Total Bookings Up 600%
  53. Average Value Up 82%
  54. Visits Up 95%</li></ul>Social Media Interactions<br /><ul><li>3,000+ Facebook Fans
  55. Seven+ Interactions per Day
  56. 10 Positive TripAdvisor Reviews</li></li></ul><li>