Hotel Branding Through Social Media - EBriks Infotech

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The document discusses how to build a social hospitality brand. It notes that while many people "like" brand pages on Facebook, most will not return or see posts. Similarly, most Twitter followers may not see tweets. The document explores which hotel brands have the most engaged fans on Facebook and provides strategies for content, conversation, and community building. It also shares quotes from hospitality leaders about the importance of customer service, attention to detail, monitoring sentiment and the net promoter score.

Marketing Technology Business

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2

Who are the most engaged hotel brands?

Top Global
Hotel Pages

Fans

8,315,638
People Talking About
This is the number of
unique users who have
created a “story” about a
page in a seven-day
period.

108,955
1.3%

2,012,180

12,412
0.6%

1,421,714
Conversation
Strategy?

PTAT

20,823
1.3%

1,082,770

22,545
2%

784,567

Content
Strategy?

3%
Number of your
Facebook fans
who actually
see your posts
if you have over
1m fans?

7,098
0.9%

769,963

33,742
4%

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#DigiTrends14

“Engaging with your fans and building a
community are two totally different things”.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

OUR HOTEL (LOYALTY PROGRAM)
IS THE
ONLY _________
THAT _________ .

ZAG by Marty Neumeier

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#DigiTrends14

“Welcome
back”.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

No person can
make it very
far in this life
on a 40 hour
week”.
J.W. Marriott

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

40,231,339 Fans
327,698 PTAT
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

70,330,775 Fans
659,068 PTAT
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“Only close
attention to
lots of small
details can
make an
operation first
class”.
J.W. Marriott

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Survival
of the
Fittest?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#DigiTrends14

Steve Job’s sent the GM’s of the first 5 Apple stores
to complete the Ritz Carlton’s customer service program.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Apple has the highest sales per square foot of any retailer globally.
NPS is in the DNA of Apple retail stores.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“We don’t haggle with last minute bookings. We need to
book the right guest on the right night for the right price”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marriott Hotels

Realised Value
How much did you spend with us?

Expected Value
Average customer value? (LCV)

Potential Value
What did we expect you
to spend with us?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“This is about getting everything down to
one number. Using stats the way we read
them, we will find value in things that
nobody else can see”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Sentiment (and SNPS) Matters…
“How likely would you be to
recommend our hotel to your friend?”.
Dell focus on “Detractors” instead of “Promoters”.
• 60% Promotors – 25% Passives – 15% Detractors
• Each positive comment is worth $5.25
• It takes 5 positive comments to neutral 1 negative one

Better Customer Service + NPS Monitoring Added $168m
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Community Management Drives Sales
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“Social media is one area of business
where you don’t need to outspend your
competitors in order to beat them”.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Hotel Branding Through Social Media - EBriks Infotech

3. 98.6% 50% 80% Number of customers who “Like” your brand page who may never return? Number of new fans who will not see your Facebook posts in 3 months time? Number of your Twitter followers who may never see any of your Tweets? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. Who are the most engaged hotel brands? Top Global Hotel Pages Fans 8,315,638 People Talking About This is the number of unique users who have created a “story” about a page in a seven-day period. 108,955 1.3% 2,012,180 12,412 0.6% 1,421,714 Conversation Strategy? PTAT 20,823 1.3% 1,082,770 22,545 2% 784,567 Content Strategy? 3% Number of your Facebook fans who actually see your posts if you have over 1m fans? 7,098 0.9% 769,963 33,742 4% © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DigiTrends14

17. “We don’t haggle with last minute bookings. We need to book the right guest on the right night for the right price”. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marriott Hotels

18. Realised Value How much did you spend with us? Expected Value Average customer value? (LCV) Potential Value What did we expect you to spend with us? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. “This is about getting everything down to one number. Using stats the way we read them, we will find value in things that nobody else can see”. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. Sentiment (and SNPS) Matters… “How likely would you be to recommend our hotel to your friend?”. Dell focus on “Detractors” instead of “Promoters”. • 60% Promotors – 25% Passives – 15% Detractors • Each positive comment is worth $5.25 • It takes 5 positive comments to neutral 1 negative one Better Customer Service + NPS Monitoring Added $168m © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Hotel Branding Through Social Media - EBriks Infotech

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