Brand Com Prez Social Media2010 Jan28

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Brand Com Prez Social Media2010 Jan28

  1. 1. Times Have Changed, ! so Have We?! Social marketing in Hospitality industry!
  2. 2. Communication channels!
  3. 3. Digital eco-system! Blog Social network Corporate Microblog site Video Email Photo
  4. 4. Top sites - Russia! 1. yandex.ru 2. vkontakte.ru 3. mail.ru 4. google.ru 5. odnoklassniki.ru 6. rambler.ru 7. google.com 8. youtube.com 9. wikipedia.com 10. livejournal.com
  5. 5. Corporate website/ blog! sun.com
  6. 6. Corporate website/ blog! blogs.sun.com/jonathan
  7. 7. Corporate blogs! - Direct personal communication! - Listening consumers! - Reputation management! - Testing new offers/solutions ! - Source for other media!
  8. 8. Learn to communicate! -  Create opportunities for your website visitors to communicate with you; start a blog- this will benefit the hotelʼs SEO as well.! - Online video describes the hotel and its location better than any textual content. ! . - Create unique product offerings and provide unique value proposition.! -  Reputation management: todayʼs hyperactive Internet user is tweeting, texting, emailing, communicating with friends via Facebook, is commenting, often in real-time, on restaurants and hotels via review sites. !
  9. 9. Reputation Management! youtube.com/user/kremlin
  10. 10. Reputation Management! twitter.com/ru_medvedev
  11. 11. sheraton.com
  12. 12. /sheraton.com
  13. 13. sheraton.com
  14. 14. “ The new sheraton.com reflects how people communicate and stay connected today ” Hoyt H. Harper, senior vice president for Sheraton
  15. 15. intercontinentalvideo.com
  16. 16. Information positioning! lottehotel.ru.
  17. 17. Information positioning! lottehotel.ru.
  18. 18. Search results!
  19. 19. Twitter monitoring!
  20. 20. Twitter monitoring!
  21. 21. TripAdvisor monitoring! tripadvisor.com
  22. 22. TripAdvisor monitoring! hanzahotel.lv
  23. 23. Reputation Management! -  Travelers use the internet to make travel plans, the reviews they read from other guests influence their buying decision. -  Reputation management begins by listening to what people are saying about you online. ! - Google Alerts ! -  Monitor all important terms: your hotel name, any old hotel names, your restaurants. Review sites such as TripAdvisor. ! - Develop your response policy ahead of time.! - Effective online reputation management is all about proactively building a positive buzz.
  24. 24. Why social media?!
  25. 25. Why social media?! - quick and easy start! - low costs! - immediate feedback! - presence in search engines! - we are where our consumers are! - content marketing ! ! ! content-reputation-expert-sales ! ! ! advertising blocked!
  26. 26. 8 social media stats we can use! 1. Social media is used more often than personal email (Nielson Online) ! 2. 77% of all active internet users regularly read blogs (Universal McCann) ! 3. Organizations that blog get 97% more inbound links to their website, and 55% more website visitors (Hubspot research) ! 4. 80% of companies use LinkedIn as their primary tool to find employees ! 5. The average Facebook user spends 55 minutes per day on the site ! 6. Typical person on Facebook has 120 friends, but only communicates regularly with 4-6 of these (Economist) ! 7. Only 5% of Twitter users have more than 100 followers (Pear Research) ! 8. 5% of users account for 75% of overall tweets (Pear Research) !
  27. 27. Social Media! - Define social media goals. Is it education? sharing? community? ! -  Present your social media presence as a way for people to connect, not just receive your marketing messages.! - Let your customers tell the story and build the brand. ! - Encourage guests to take and upload their own photos online. ! - Add photos of your hotelʼs design to the Hotel Design Blog. ! -  Consider using multiple sites for each of the niche audiences youʼre trying to reach. ! - Use destination blogs to attract corporate and leisure travel planners.
  28. 28. Strategy! - 90% purchasing decisions begin online (Forrester);! - Social marketing initiatives: ! - generate buzz around the hotel, ! - engage customers, ! - provide a receptive audience, and ! -  ultimately stimulate hotel website visits, interactions and bookings;! - People admire complexity, but reward simplicity.!
  29. 29. Strategy! - MARKETING GOALS IN THE PAST! - create brand awareness, ! - target mass media, ! - repeat your messages.! - MARKETING NOW ! - create behavior change,! - create conversation, ! - communicate directly. !
  30. 30. Planning! - No 1 failure in marketing plans:! ! ! ! ! no clear measures of success. ! - Decide what success means to you. It’s different for everyone. ! - Define and position yourself in the market strategically. ! -  If you spend your resources like everyone else, youʼll get results like everyone else. ! - Breakthrough campaigns require unusual approaches.
  31. 31. Planning! DONʼT MAKE PEOPLE COME TO YOU! - put content where they already are online! - use your content in many different formats! ! ! -blog posts! ! ! -email! ! ! -newsletters! ! ! -articles! ! ! -PDFs! ! ! -press releases! ! ! -case studies! ! ! -video! ! ! -social media updates.
  32. 32. Email! - The Email usually has higher psychological value than other types of online communication. ! - Email is an effective branding tool. Email drives action.! - Always provide a strong benefit. Exclusive discounts and preferred service are more compelling. ! - Segment your list as much as possible to deliver relevant messages. !
  33. 33. Partner Marketing! airbaltic.lv
  34. 34. Content advert Facebook! facebook.com/airbaltic.lv
  35. 35. Content advertising Twitter! twitter.com/air_baltic.lv
  36. 36. Communication Channels ! liveriga.lv
  37. 37. Success is 10 percent inspiration and 90 percent perspiration
  38. 38. Start today!
  39. 39. Sandra Dimitrovich! sandra.dimitrovich@brandcoms.com! cell +79162333111! http://slideshere.com/sandradimitrovich!

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