Eve Mayer Orsburn gave a presentation on how the hotel industry can optimize social media. She defined social media as online communities where people share interests and information through technologies like Facebook, Twitter, LinkedIn and others. She explained that social media is important for hotels because it allows them to spread their brand's message in a low-cost, high-reach way. Her five step plan advises hotels to listen to conversations, target relevant social media groups, leverage social media across customer service, marketing and goals, understand the social media equation, and establish goals and metrics to measure ROI.

1. THE SOCIAL MEDIA
EQUATION
How the hotel industry can optimize social media
to build up brand and performance
SPEAKER EVE MAYER ORSBURNı
NOVEMBER 20, 2010ı

2. WHAT IS SOCIAL MEDIA
• An ONLINE COMMUNITY shared with people who like and
do similar things that you like and do
• A place to have a CONVERSATION with colleagues,
fellow consumers, and customers
• A place where people GIVE and GET information about
things that interest them
• Social Media is simply people COMMUNICATING through
new technologies

3. WHAT DOES SOCIAL MEDIA INCLUDE
TRIPADVISOR: considered a social media vehicle because it
allows users to ‘rate their experience’
FACEBOOK: the largest social media network
FOURSQUARE: social media application that shares a user’s
‘location-base’
TWITTER: a micro-blog network
LINKEDIN: largest professional network
Other social media: Flickr, Yelp, YouTube, Blogs, MeetUp, Reddit,
and StumbleUpon

4. WHY SOCIAL MEDIA

5. WHY SOCIAL MEDIA
MATTERS TO HOTELS
It’s the most effective -low cost, high-reach way- of
spreading your brand’s message
Because 60% of all consumers are now reviewing services/
products online in social networks, it is critical for the hotel
industry to leverage these vehicles in order to increase
their sales.
Has the ability to turn ‘fans’ of your brand into ‘fanatics’

6. THE 5 STEP PLAN TO POSITIVE ROI
STEP 1: SHUT UP AND LISTEN!
STEP 2: WHY OPPOSITES ATTRACT
STEP 3: ONE BALL IS NOT ENOUGH TO JUGGLE
STEP 4: THE SOCIAL MEDIA EQUATION
STEP 5: THE ROI OF SOCIAL MEDIA

7. 1| SHUT UP & LISTEN!
Listen for what people are saying about your:
• INDUSTRY
• COMPANY
• PRODUCT(S)/SERVICE(S)

8. 2| WHY OPPOSITES ATTRACT
Although it’s okay to join
a few groups to keep up
with your industry, make
like-minded connections
and follow trends, make
sure the MAJORITY of the
groups you join target
your key prospects.

9. 3| ONE BALL IS NOT
ENOUGH TO JUGGLE
Areas of your company that
can leverage social media:
• Customer Service
• Marketing
• Company Goal Fulfillment

10. 4| THE SOCIAL
MEDIA EQUATION™

11. 5| THE ROI OF SOCIAL MEDIA
Keys for Measuring ROI:
1. Set specific goals
2. Establish simple, safe, and
effective ways to track the
achievement of these goals

12. Faceboo | STATISTICS

14. | STATISTICS

16. Faceboo | STATISTICS

18. LET’S CONNECT |
Eve Mayer Orsburn:
Eve@SocialMediaDelivered.com
www.LinkedIn.com/in/EveMayerOrsburn
www.Twitter.com/LinkedInQueen
Social Media Delivered:
www.SocialMediaDelivered.com
www.Twitter.com/SocialMediaDel
Contact@SocialMediaDelivered.com
469-248-0616
Social Media is all we do.