1.
@ReviewPro
@WIHPHotel
@dcraig
Twi5er
Hashtag
#HotelRoadshow
SOCIAL MEDIA
and WEB MARKETING
FOR HOTELS
Driving Higher Guest
Satisfaction and Revenue

2.
Agenda
1. Social Media
2. Web Marketing & WIHP
3. Networking Break
4. ReviewPro Demo
5. Online Reputation Management

3.
Our sponsors

4.
Our sponsors

5.
Daniel Edward Craig

6.
Daniel
Edward
Craig
www.reknown.com
Twi5er
@dcraig
Tweet your
comments & favourite
tips
#HotelRoadshow
@ReviewPro @WIHPHotel
@dcraig

7.
Daniel
Edward
Craig
www.reknown.com
Twi5er
@dcraig
SOCIAL MEDIA

8.
Social media has changed how
travellers:
• Research trips and make decisions
• Communicate with businesses
• Share experiences
Image credit: references.dnb.com

9.
It’s Everywhere

10.
46
47
47
47
47
50
58
58
70
92
54
53
53
53
53
50
42
42
30
8
Ads in newspapers
Bilboards and other outdoor advertising
Ads in magazines
Brand sponsorships
Ads on TV
Emails I signed up for
Branded websites
Editorial content such as newspaper articles
Consumer opinions posted online
Recommendations from people I know
Trust Completely/
Somewhat
Don’t Trust Much/
At All
%
It’s About Trust
Source:
Nielsen
Global
Trust
in
Adver6sing
Survey
2012

11.
DREAMING
RESEARCHING
BOOKING
EXPERIENCING
SHARING
FIVE
STAGES
OF
TRAVEL

12.
Key Objectives
SOCIAL
MEDIA
HIGHER
AWARENESS
BETTER
SERVICE
MORE
REVENUE

13.
Content Management
• The Internet: the new telephone
• Two audiences: travellers and algorithms
• Fresh, helpful, local content
• Social signals
• Increase visibility, traffic, trust,
conversions and guest satisfaction

14.
Three Types of Online Media
1. Paid: higher control, lower influence
– display ads, cost-per-click, OTA listings
2. Owned: higher control, lower influence
– brand website, Facebook page, Twitter feed
3. Earned: lower control, higher influence
– User-generated content: reviews, photos, videos,
media coverage, blogs, social endorsements

15.
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA

16.
PAID
CONTENT
EARNED
CONTENT
OWNED
CONTENT
Converged
Media

17.
EARNED
CONTENT
PAID
CONTENT
OWNED
CONTENT

18.
TripAdvisor Mobile App
PAID
CONTENT

19.
Facebook Graph Search

20.
Facebook Nearby

21.
Facebook Nearby

22.
Earned & Owned Content

23.
Facebook About Page

24.
Google+ Local

25.
Online Travel Agencies
Cornell Research
2012
If a hotel increases
its Travelocity score
by 1 point it can
increase price by
11.2% without
affecting demand

26.
The Social Website

27.
Social Widgets

28.
Helpful Content
SOCIAL
PLUGINS

29.
Key Takeaways
1. Key objectives: awareness, guest
satisfaction, revenue
2. Think like travellers and algorithms
3. Integrate owned, earned and paid content
4. Claim and optimize listings
5. Make your website social

30.
Daniel
Edward
Craig
www.reknown.com
Twi5er
@dcraig