This document summarizes a webinar about using social media for hospitality marketing. It discusses best practices for customer service, insights, and acquisition on platforms like Twitter, Facebook, and Vine. Speakers from Leonardo and Dream Hotels provide tips on social listening, engaging customers, and converting fans into hotel guests. Key takeaways are that responsiveness is important, interactions should provide value, and the consumer controls the brand message.

1. Copyright © 2014 Leonardo Worldwide Corporation
Technical Difficulties?
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Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Get More Value From
Twitter, Vine and Facebook
March 26, 2015
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Del Ross, Managing Director, Noctober Value Partners, LLC
Rachel Feit, Digital Marketing Manager, Dream New York
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com

2. Darlene Rondeau
Vice-President,
Best Practices, Online Merchandising
Leonardo
@DarleneRondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar

4. Del Ross
Managing Director
Noctober Value Partners, LLC
@DelRoss

5. Rachel Feit
Digital Marketing Manager
Dream Hotels

6. ► Facebook
● 890 million daily active users
● 745 million mobile users
● 52% of Facebook users said their friends’
photos inspired their trip choice
► Twitter
● 288 million active users
● 500 million tweets/day
● 80% of active users are on mobile
► Vine
● 40 million+ users
● Top users are 14-25 years old
► Social media participation doubles
occupancy growth for hotels
Why Social Matters in Hospitality

7. Del Ross
Managing Director
Noctober Value Partners, LLC
@DelRoss

8. Customer Service, Customer Insights and Customer
Activation & Acquisition
#LeoWebinar

9. Service Recovery: Your Response to Service Failures is
Always Important, But When They Happen in Public…
Comcast established what is now the
standard practice for service recovery via
Twitter:
1. Respond quickly and offer resolution
2. Request a “follow” so you can use
direct messaging (DM) to discuss
3. Get issue details privately and do
anything and everything to resolve
4. Document account and flag as a
known “voice” on public media

10. Fact: Consumer brand companies
no longer own their brands
• You don’t control the message,
you attempt to influence it
• Every product change, every
promotion, every policy gets an
immediate, public reaction
• If you don’t know what they are
saying about you, they are
probably saying something bad
Consumer Insights - “Lurk Before You Leap”
(from Apple fanboy site Cultofmac.com)

11. • Monitor social media for
your brands and your
competitor’s brands
continuously
• Look for issues to resolve,
problems to avoid, or
opportunities to exploit
Implications for Your Business
#LeoWebinar

12. FACT: Consumers like people
(or companies) who like them.
• On social media, you
compliment with Favorites and
Retweets (Twitter), Likes and
Shares (Facebook & LinkedIn),
Pins and Likes (Pinterest)
• You should like/favorite and
retweet/share almost as often
as you post!
Customer Acquisition & Activation: Social Media
Marketing is NOT the Same as Email Marketing

13. • Earn the right to promote
yourself by posting items
that provide help, insights,
or humor
• Engage publicly, sell
privately
Customer Acquisition & Activation
#LeoWebinar

14.  Responsiveness matters a lot
 Document and flag
 Well-founded interaction, not just posts
 Face it…the consumer is in control
Key Takeaways
#LeoWebinar

15. Rachel Feit
Digital Marketing Manager
Dream Hotels

16. The Dream Hotels brand is
rapidly evolving, and so is our
digital presence
As we continue to grow our
footprint online, a strong
emphasis is placed on:
• Reputation
• Relationships
• ROI
Social Media: The Vehicle for Growth in 2015

17. OBJECTIVES:
• Create an extension of the brand’s
unparalleled guest service
• Promote Dream Hotels as a
relevant leader in the lifestyle
space
STRATEGIES:
• Capture and curate content
• Cross-promotion
Social Media: Reputation

18. OBJECTIVES:
• Engage with fans to create
personalized experiences before
they even enter the hotel
STRATEGIES:
• Social listening
• Provide value
Social Media: Relationships
#LeoWebinar

19. OBJECTIVES:
• Convert social media fans into
hotel guests
STRATEGIES:
• Direct selling on Facebook
• Personalized rate codes
• Monitoring/Tracking on Twitter
Social Media: ROI
#LeoWebinar

20. • Social media will remain at the core of
Dream Hotels’ marketing strategy
• Identify and integrate the platforms
that make sense for our brand
• Provide guests with an exceptional
experience, from pre-welcome tweets
to TripAdvisor review responses post-
departure
Social Media: What’s Next?
#LeoWebinar

21. Key Takeaways
#LeoWebinar
 The 3 R’s: Reputation, relationships and ROI
 Efficient cross promotion makes sense
 Be a good listener
 Promoting value is important

23. ► About Leonardo
► Invitations to upcoming webinars
● April’s topic is Getting Started with SEO
► Recording of this webinar
● Share it with your colleagues
It’s a Wrap

24. www.leonardo.com
1.877.593.6634
@VFMLeonardo
blog.leonardo.com
Connect with us!
Del Ross
Rachel Feit
www.dreamhotels.com
rfeit@dreamdt.com
@DreamMidtown
Del.Ross@Noctober.com
@DelRoss