Taking Social Media to the Next Level #paii


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PAII Professional Association of InnKeepers International. Taking Social Media to the Next Level.

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  • Never before have consumers been so empowered to share their travel adventures so easily and through so many channels. User Generated Content is driving a whole new way of content about your business whether you want it or not. You spend precious resources for the perfect photos
  • Using Google Alerts you can often be notified of new pictures of your B&B or Inn. Try to comment and thank them for referencing. If they are really good ask to feature on your website or blog. Folks take pictures to share with family and friends and are really excited when someone takes notice. Imagine if they come back what they will do
  • Everlater offers a more personal concept with the concept of a travel log and the ability to connect to your social stream and leverage the Everlater iPhone App Not only can I map out my route, but I can share that content with friends and family. Interestingly enough they have partnered on a
  • Have you checked to see how folks respond to questions about B&B’s in your city?
  • Not only can folks create their own maps and upload pictures of your location, but
  • Not a trend but more of a reminder. 85%
  • Not a trend but more of a reminder. 85%
  • While good social business design around location based apps are leading to innovative uses, the data collection for brands offers unique opportunities to serve up relevant data to the user Geo Targeted Push notifications and platforms will deliver messages based on time and location increasing relevance Yelp Checkins, Facebook, Twitter, where you are at with your entire social stream is very powerful.
  • Here’s an app that caters to the impulse traveler
  • With many orgs banning social media, mobile will become our Social Media Lifeline
  • As we grow weary of the number of facebook updates, tweets, etc, evidence suggests people will retreat to groups centered around their passion or hobby. This offers outstanding targeted branding and in conversation advertising opportunities Motortopia: allows car enthusiasts to talk shop, sell their cars to other members, and  blog  about their hobbies. If cars aren't your passion, the site also has tabs for bikes, boats, and planes. MuggleSpace: One of the top social networks for Potter-philes. It has chat,  blogs , groups, and other features
  • http://www.flickr.com/photos/wonderlane/3109022319/in/pool-bnbs
  • http://www.bedandbreakfast.com/photo-milford-nj-inn-chestnut_hill_on_the_delaware.html As you are preparing in the kitchen this is also an opportunity to showcase homecooking, unique recipes with fresh local ingredients as well as videotape the cleanliness of the kitchen, the staff and the owner
  • http://www.flickr.com/photos/wonderlane/3096390968/ Here’s an opportunity to ask your guests to post pictures to your twitter account or location based application. What if you had table tents that said. Go ahead and take a picture of your breakfast. Make your friends envious of your experience. Just cc us on twitter or post to our facebook page. Have your staff look for folks doing this Assist customers with activities and encourage photo taking. Including providing inexpensive camera’s for them to use stating you’ll be glad to email them the photos
  • Photo Sources: http://www.flickr.com/photos/mallonee/4327172500/in/pool-farmers_market http://www.flickr.com/photos/lolalobato/4363420645/in/pool-farmers_market http://www.flickr.com/photos/rebbev/4319584555/in/pool-farmers_market http://www.flickr.com/photos/canaltowntraveler/2177780707/
  • Flip Videos
  • Depending on what you have setup this provides a great social opportunity as guests head out on the town http://www.facebook.com/photo.php?pid=2474797&id=51988029749#!/photo.php?pid=1831063&id=51988029749&fbid=51990769749
  • I’m going to spend a bit of time talking about this but the reality as marketers some times we get caught up with impressions, reach, and brand awareness and the overall quest for eyeballs. With an MBA and finance and accounting degree we all know it’s about the bottom line. But he results with social media aren’t instantaneous. It takes patience, evolution, and transition management within your company.
  • tracking visits, time spent, registrations and questions asked. The company will conduct Dynamic Logic surveys to gauge brand favorability changes in visitors 
  • Personal branding existing before social media. It was called reputation, character, credibility, etc The reach was smaller Office, customers, suppliers, church, trade associations, events
  • Branding: Use of a name, symbol (nike), Term (“Fedex it”) or design (absolut) that identifies a product Brand Equity: Most valuable component of a product or service Communicates a variety of information and reduces risk to the consumer Key differentiator in categories where products are otherwise commodities such as Dole Pinapples Brand Equity Valuable in 3 Ways: Memory- the consumer remembers the brand, the brand name itself provides information ot the consumer beyond what appears on the label Evaluation – branded items reduce shoppers time and effort to choose a product; brand information builds trust, therefore improving the consumers’ impressions and evaluation of the product Extensions – strong brand equity makes it easier to launch new products by leveraging the equity of the old ones (extension may however dilute/damage core brand) 5 Levels of Brand Familiarity: Brand Insistence – goal for targeted marketing campaigns, consumers will search for the term Brand Preference – consumers usually choose the brand over other products Brand Recognition – customers remember the brand Brand Non-Recognition – consumers don’t recognize the brand at all Brand Rejection – consumers won’t buy the brand unless the image is changed
  • Shawne Duperon
  • Entered Local Market 6 Years Ago Voted top 10 Realty Blogger
  • They are singlehandedly making email productive again
  • They are singlehandedly making email productive again
  • They are singlehandedly making email productive again
  • Taking Social Media to the Next Level #paii

    1. 1. <ul><li>March 11, 2010 </li></ul>03/13/10 Chief Bacon Maker and Marketing Strategist, Bacon Marketing President , Social Media Club of Dallas #smcdallas #PAII @mikedmerrill
    2. 2. Agenda <ul><li>Top 6 Tourism In Social Media Trends </li></ul><ul><li>Day in the Life </li></ul><ul><li>What about ROI </li></ul><ul><li>The Owner is The Brand </li></ul><ul><li>Productivity Tools </li></ul>03/13/10 http://www.slideshare.net/mikedmerrill
    3. 3. Assumptions <ul><li>Understand the value of social media </li></ul><ul><li>Use Twitter </li></ul><ul><li>Use Facebook </li></ul><ul><li>Know a little bit about SEO </li></ul><ul><li>Can hold a camera </li></ul><ul><li>Have a hobby other than running an Inn or B&B </li></ul>03/13/10
    4. 4. 03/13/10 Top 6 Tourism Trends in Social Media
    5. 5. Top 6 Tourism In Social Media Trends <ul><li>User Generated Content </li></ul><ul><li>Google Maps </li></ul><ul><li>Location Based Mobile Apps </li></ul><ul><li>Mobile Travel Apps </li></ul><ul><li>Fan Empowerment </li></ul><ul><li>Niche Networks </li></ul>03/13/10
    6. 6. Trend 1: User Generated Content 03/13/10
    7. 7. Trend 1: User Generated Content 03/13/10
    8. 8. Trend 1: User Generated Content 03/13/10
    9. 9. Trend 1: User Generated Content 03/13/10
    10. 10. Trend 2: Google Maps – My Maps 03/13/10
    11. 11. Trend 2: Google Maps – My Maps 03/13/10 Map from Tim Brady - @innkeepers
    12. 12. Trend 2: Google Maps - Local 03/13/10
    13. 13. Trend 2: Google Maps - Local 03/13/10
    14. 14. Trend 3: Location Based Applications 03/13/10 Brightkite Gowalla foursquare
    15. 15. Trend 3: Location Based Applications 03/13/10
    16. 16. Trend 3: Location Based Applications 03/13/10
    17. 17. Trend 3: Location Based Applications 03/13/10 InnTouch
    18. 18. Trend 4: Mobile is the 2 nd Screen 03/13/10
    19. 19. Trend 4: Mobile is the 2 nd Screen <ul><li>Video and Content consumption </li></ul><ul><li>Touch Screen </li></ul><ul><li>Cloud Computing – Facebook Connect </li></ul><ul><li>Augmented Reality </li></ul><ul><li>Mobile Photo and Video Camera </li></ul>03/13/10 Pizza Hut iPhone app generated $1 Million in sales in 2009
    20. 20. Trend 4: Mobile Travel Applications 03/13/10
    21. 21. Trend 5: Fan Empowerment 03/13/10
    22. 22. Trend 6: Niche Networks 03/13/10
    23. 23. 03/13/10
    24. 24. 03/13/10 A Day in the Life #PAII #DITL
    25. 25. 5:30AM Prep Breakfast and Dining Area 03/13/10 #PAII #DITL
    26. 26. 7:30AM Breakfast Served 03/13/10 #PAII #DITL
    27. 27. 9:00AM Review Google Reader & Social 03/13/10
    28. 28. 9:30 Trip to Farmer’s Market 03/13/10 #PAII #DITL
    29. 29. 10:00 Guests Headed to Activities 03/13/10 #PAII #DITL
    30. 30. 10:30 Guests Checking Out <ul><li>Survey </li></ul><ul><li>Secure Video Testimonial </li></ul><ul><li>Ask them to post their photos on facebook and send you a link to their flickr group </li></ul><ul><li>Ask them to review on TripAdvisor </li></ul><ul><li>Referral Offer </li></ul>03/13/10 #PAII #DITL
    31. 31. 2:00pm Start Blog Post and Review Social <ul><li>Start draft of blog post featuring story of recent guest including their photos </li></ul><ul><li>Review Twitter, Facebook and analytics to see if any of your posts had comments that you need to respond to </li></ul><ul><li>Check email </li></ul>03/13/10
    32. 32. 6:00 Happy Hour 03/13/10 #PAII #DITL
    33. 33. I Know I Saw My ROI Around Here Somewhere
    34. 34. 03/13/10 - Zena Weist, Director of Social Media, H&R Block &quot;If your word of mouth isn't positive, forget about brand awareness and consideration, if word of mouth is bad, there is no consideration.“
    35. 35. Are You Even Measuring ROI? 03/13/10
    36. 36. What Are You Measuring 03/13/10
    37. 37. What is your Goal? <ul><li>Increase Revenue </li></ul><ul><ul><li>Increase in new customers – first time stay </li></ul></ul><ul><ul><li>Increase in revenue from previous customers </li></ul></ul><ul><li>Reduce Costs </li></ul><ul><ul><li>Lower Cost of Customer Acquisition </li></ul></ul><ul><ul><li>Lower Cost of Customer Service </li></ul></ul>03/13/10
    38. 38. Evolution of Measurement <ul><li>Non Financial </li></ul><ul><li>Offsite </li></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Facebook Fans </li></ul></ul><ul><ul><li>Facebook Comments </li></ul></ul><ul><ul><li>Twitter Followers </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><ul><li>YouTube Views </li></ul></ul><ul><ul><li>YouTube Comments </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Press </li></ul></ul></ul><ul><li>Non Financial </li></ul><ul><li>Website </li></ul><ul><ul><li>Unique Visitors </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Time on Site </li></ul></ul><ul><ul><li>PageRank </li></ul></ul><ul><li>Non Financial </li></ul><ul><li>Conversions </li></ul><ul><ul><li>Contact form </li></ul></ul><ul><ul><li>Inbound Calls </li></ul></ul><ul><ul><li>Downloads </li></ul></ul><ul><ul><li>Event Registrations </li></ul></ul><ul><ul><li>Opt-in to email </li></ul></ul><ul><ul><li>Subscribe to Blog </li></ul></ul><ul><ul><li>Register for Online Community </li></ul></ul><ul><ul><li>Employment Apps </li></ul></ul><ul><ul><li>Support Calls </li></ul></ul><ul><ul><li>Cancellations </li></ul></ul>
    39. 39. Map Activity Timeline 03/13/10 Month 1 Month 2 Month 3 Month 4 Activated Twitter Added Twitter to Website Published Fan Page Added Fanpage to Website Invited past customers Published Blog Post Tweeted new offer Published Blog Post Posted Promotion to FB Spoke at Conference Posted video Popular travel blogger mentions Inn Re-Posted Blogger mention to blog Added new batch of photos New Customer Testimonial video Commented on travel blog Posted YouTube Video Posted pictures to FB Fan Page Publish Blog Post End of Peak Season <ul><li>Overlay non-financial and financial to activity </li></ul><ul><li>Calls, More Info Requests, coupon redemptions </li></ul><ul><li>Reservations/Revenue </li></ul>
    40. 40. Define Your Success Metrics 03/13/10
    41. 41. <ul><li>The InnKeepers are the Brand </li></ul>03/13/10
    42. 42. What is Personal Branding 03/13/10 Personal branding is the process whereby people and their careers are marked as brands. The creation of an asset that pertains to a particular person or individual; this includes but is not limited to the appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g.,Trump Hotels). -Wikipedia
    43. 43. Why is Personal Branding So Popular <ul><li>Growth of Social Media </li></ul><ul><li>Massive Career Transition </li></ul><ul><li>Demographics </li></ul><ul><li>Success Stories </li></ul>03/13/10
    44. 44. Brand Analysis – A Refresher 03/13/10
    45. 45. Your Brand Tenets – Be Authentic <ul><li>Give to Receive: I give first with no expectation of return. </li></ul><ul><li>Provide Value: I share value first. </li></ul><ul><li>Instill Trust: I honor my commitments and manage expectations. </li></ul><ul><li>Be Positive: I have sincere gratitude for what I have so that I can start each day with hope. </li></ul><ul><li>Strive for Excellence: I do everything in my power to deliver my best work. </li></ul>03/13/10
    46. 46. Social Media Architecture Ines Hegedus-Garcia – Miamism.com Blogger 03/13/10 Creating a social media architecture has allowed Ines to cultivate her online buzz Digital Word of Mouth
    47. 47. 03/13/10
    48. 48. Productivity Applications - Desktop 03/13/10 <ul><li>TweetDeck Desktop App </li></ul><ul><li>Supports multiple accts </li></ul><ul><li>URL shortener built-in </li></ul><ul><li>View profiles </li></ul><ul><li>Save searches and #hashtags </li></ul><ul><li>Other Options </li></ul><ul><li>HootSuite </li></ul><ul><li>Nomee </li></ul><ul><li>Seismic </li></ul>
    49. 49. Productivity Applications - Posterous 03/13/10
    50. 50. Productivity Applications - Posterous 03/13/10
    51. 51. Productivity Applications - Posterous 03/13/10
    52. 52. Productivity Applications - Mobile 03/13/10 Pingle for iPhone Tweetie for iPhone PicPosterous
    53. 53. Productivity Applications - Browser 03/13/10 <ul><li>Ping.FM </li></ul><ul><li>Update Twitter, LinkedIn, Facebook and other networks all from one internet browser application </li></ul><ul><li>Ability to update status, blog, or micro-blog or just update one by itself </li></ul>
    54. 54. Final Thoughts on Branding <ul><li>Own your own brand </li></ul><ul><li>Perfection is the enemy of the good </li></ul><ul><li>The smallest action is far greater than the best intention </li></ul>03/13/10
    55. 55. Final Thoughts on Social Media <ul><li>Be useful. </li></ul><ul><li>Provide value. </li></ul><ul><li>Rethink audience. </li></ul><ul><li>Rethink message. </li></ul>03/13/10
    56. 56. Warning <ul><li>Once you engage - you have to stay engaged </li></ul><ul><li>Your community and fans will expect you to be available </li></ul><ul><li>Expect Raving Fans who will want to get more involved </li></ul>03/13/10
    57. 57. 03/13/10
    58. 58. <ul><li>Let’s Connect and Follow Each Other </li></ul>03/13/10 http://www.mikemerrill.com/twitter http://www.mikemerrill.com http://www.mikemerrill.com/linkedin http://www.mikemerrill.com/facebook [email_address]
    59. 59. Where to Start <ul><li>Listen – Google “Grow Big Ears” </li></ul><ul><li>Engage </li></ul><ul><li>Share Content </li></ul><ul><li>Support </li></ul><ul><li>Embrace Fans </li></ul><ul><li>Measure </li></ul>03/13/10
    60. 60. Where To Get Started - Measure 03/13/10
    61. 61. Create a Business Page that will Attract <ul><li>Tips to Maximize Reach </li></ul><ul><li>Publish all events, photos and videos possible to draw engagement </li></ul><ul><li>Invite your entire email distribution list to join you on Facebook </li></ul><ul><li>Include Link to Facebook on web site home page </li></ul><ul><li>Add to email signatures </li></ul><ul><li>Import Blog </li></ul><ul><li>POWERFUL: News Feeds are published to home pages of fans </li></ul>03/13/10
    62. 62. Key Applications for your pages <ul><li>Involver </li></ul><ul><li>Ping.fm – Allows you to update multiple networks at once from browser or iPhone </li></ul><ul><li>Selective Twitter - #fb at end of tweets </li></ul><ul><li>FBML – Custom HTML </li></ul><ul><li>Add Facebook Connect and Facebook Fan Page Widget to your blogs/websites </li></ul>03/13/10