ReviewPro & WIHP Hotel Roadshow Part 1: Social Media
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This document summarizes a presentation about using social media and web marketing for hotels. It discusses how travelers now research trips and share experiences online, and the importance of trust in consumer opinions posted online. It outlines the five stages of travel and key objectives of awareness, service, and revenue. It also covers content management, the three types of online media, and integrating paid, owned and earned content. Key takeaways are to focus on traveler and algorithm objectives, claim listings, and make websites social.
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ReviewPro & WIHP Hotel Roadshow Part 1: Social Media
- 1. @ReviewPro @WIHPHotel @dcraig Twi5er Hashtag #HotelRoadshow SOCIAL MEDIA and WEB MARKETING FOR HOTELS Driving Higher Guest Satisfaction and Revenue
- 2. Agenda 1. Social Media 2. Web Marketing & WIHP 3. Networking Break 4. ReviewPro Demo 5. Online Reputation Management
- 3. Our sponsors
- 4. Our sponsors
- 7. Daniel Edward Craig www.reknown.com Twi5er @dcraig Tweet your comments & favourite tips #HotelRoadshow @ReviewPro @WIHPHotel @dcraig
- 8. Daniel Edward Craig www.reknown.com Twi5er @dcraig SOCIAL MEDIA
- 9. Social media has changed how travellers: • Research trips and make decisions • Communicate with businesses • Share experiences Image credit: references.dnb.com
- 10. It’s Everywhere
- 12. 46 47 47 47 47 50 58 58 70 92 54 53 53 53 53 50 42 42 30 8 Ads in newspapers Bilboards and other outdoor advertising Ads in magazines Brand sponsorships Ads on TV Emails I signed up for Branded websites Editorial content such as newspaper articles Consumer opinions posted online Recommendations from people I know Trust Completely/ Somewhat Don’t Trust Much/ At All % It’s About Trust Source: Nielsen Global Trust in Adver6sing Survey 2012
- 13. DREAMING RESEARCHING BOOKING EXPERIENCING SHARING FIVE STAGES OF TRAVEL
- 14. Key Objectives SOCIAL MEDIA HIGHER AWARENESS BETTER SERVICE MORE REVENUE
- 15. Content Management • The Internet: the new telephone • Two audiences: travellers and algorithms • Fresh, helpful, local content • Social signals • Increase visibility, traffic, trust, conversions and guest satisfaction
- 16. Three Types of Online Media 1. Paid: higher control, lower influence – display ads, cost-per-click, OTA listings 2. Owned: higher control, lower influence – brand website, Facebook page, Twitter feed 3. Earned: lower control, higher influence – User-generated content: reviews, photos, videos, media coverage, blogs, social endorsements
- 17. PAID MEDIA OWNED MEDIA EARNED MEDIA
- 18. PAID CONTENT EARNED CONTENT OWNED CONTENT Converged Media
- 19. EARNED CONTENT PAID CONTENT OWNED CONTENT
- 20. TripAdvisor Mobile App PAID CONTENT
- 23. Facebook Nearby
- 24. Facebook Nearby
- 25. Earned & Owned Content
- 27. Google+ Local
- 29. Online Travel Agencies Cornell Research 2012 If a hotel increases its Travelocity score by 1 point it can increase price by 11.2% without affecting demand
- 31. Social Widgets
- 33. Key Takeaways 1. Key objectives: awareness, guest satisfaction, revenue 2. Think like travellers and algorithms 3. Integrate owned, earned and paid content 4. Claim and optimize listings 5. Make your website social
- 34. Daniel Edward Craig www.reknown.com Twi5er @dcraig