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The Changing Face of
Social Media
Triangle Area Hotel Motel Association
Angela Connor; Senior Vice President, Group Director
June 19, 2012
What is Social Media?




Social media is a conversation – supported by online tools.

     Look who’s talking:
     • your customers
     • your employees
     • your investors
     • your critics
     • your fans
     • your vendors
     • your competition....
     • anyone who has internet
       access and an opinion.
Today over 65% of adult
internet users say they use a
social networking site
   The Pew Research Center's Internet & American Life
                                 Project August 2011
70% of global consumers say online
consumer reviews are the second
most trusted form of advertising - an
increase of 15 percent in four years.

          Nielsen’s Global Trust in Advertising Survey
                                             April 2012
Hotel Review Sites
92% of consumers around the world
say they trust earned media, such as
word-of-mouth and recommendations
from friends and family, above all
other forms of advertising.
         Nielsen’s Global Trust in Advertising Survey
                                            April 2012
Social Media Has a Huge Influence on Travel Bookings




Of those who used social media to research travel plans, only 48%
stuck with their original travel plans.

•33% changed their hotel
•10% switched resorts
•10% changed agent/operator/website
•7% selected a different country
•5% switched airlines
Social Media is Always Changing




But YOU Should be Consistent
79% of
consumers have
     shared
  on a negative
   experience.


 82% will stop
doing business
with a company
 because of a
    negative
  experience
Listening
Monitoring
Understanding
Embracing
Listening to social media is one essential way to begin
learning more about your brand and how it’s seen.

    •
Listening on Twitter – Real-time results
Listening on Twitter
Hotel Review Sites
Listening
Monitoring
Understanding
Embracing
Comfort Inn
Marriott Crabtree
Listening
Monitoring
Understanding
Embracing
Hotel Review Sites
Listening
Monitoring
Understanding
Embracing
Consumer Behaviors - Post-Vacation




•40% post activity/attraction reviews
•40% post restaurant reviews
•76% post vacation photos to a social
network
•55% “liked” Facebook pages specific to
a vacation
92% of consumers around the world say
they trust earned media, such as word-of-
mouth and recommendations from friends
and family, above all other forms of
advertising.
          Nielsen’s Global Trust in Advertising Survey
                                             April 2012
Let’s Talk About Mobile
By 2015, 9 out of 10 consumers will have a mobile subscription




29% of travelers have used mobile apps to find flight deals

30% have used mobile apps to find hotel deals

15% have downloaded mobile apps specific to upcoming vacations

85% of leisure travelers use their smartphone while abroad

72% post vacation photos on a social network while still on
vacation

46% check in to a location (Facebook and FourSquare) while on
vacation

70% update their Facebook status while on vacation
Case Studies
3
Domino’s Fallout
•   “The perception of Dominos'        •   “65% of respondents who
    brand quality went from positive       would previously visit or order
    to negative in approximately 48        Domino's Pizza were less likely
    hours.”                                to do so after viewing the
                                           offensive video.”
     -Online research firm YouGov                -HCD Research
Description:
A site to arrange
piss ups for
former Borders people!
Discussion
Angela Connor
@communitygirl
LinkedIn.com/angelaconnor
aconnor@capstrat.com
Blog.AngelaConnor.com
919-573-6307

Capstrat Insights:
http://www.capstrat.com/insights/authors/angela-
connor/

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The Changing Face of Social Media for the Hotel Industry

Editor's Notes

  1. This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  2. Talk about how it has changes. Facebook brand pages, profiles, moderating comments, etc…Facebook has a new annoucnement every single day .
  3. At the core of your strategy –Clearly defining how your business goals are to be achieved through your Facebook marketing
  4. Use social media as a real-time research tool and to gain insights on a number or topics.
  5. This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  6. This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
  7. Everyone who shares is an influencer if the subject is important to him or her. Instead of one person being universally influential on a wide range of topics, the study found that many people are influential on only one or two topics.
  8. Google’s search results are undergoing their most radical transformation ever, as a new “Search Plus Your World” format begins rolling out. It finds both content that’s been shared with you privately along with matches from the public web, all mixed into a single set of listings.The change is live now, though not everyone will see it until it fully launches over the next few days. It’s only for those signed-in to Google.com and searching in English. The new system will perhaps make life much easier for some people, allowing them to find both privately shared content from friends and family plus material from across the web through a single search, rather than having to search twice using two different systems.However, Search Plus Your World may cause some privacy worries, as private content may appear as if it is exposed publicly (it is not). It might also cause concern by making private content more visible to friends and family than those sharing may have initially intended.
  9. Let’s look at a quick example of social media in action within the B2B world. Great, you have started listening, now what?
  10. The cost to the Domino's national brand equity over the long term is still undetermined.