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![What’s Your Starting Point?
Your Hotel’s Social Media Adoption
[Hotels]
The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market.
Hotel Advantage / Ann Manion ©](https://image.slidesharecdn.com/webinarslides-110207183930-phpapp02/75/Growing-Your-Hotel-Business-Best-Practices-in-Hotel-Reputation-Management-2-2048.jpg)
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Growing Your Hotel Business: Best Practices in Hotel Reputation Management
The document outlines best practices for hotels in reputation management, emphasizing the importance of social media, guest engagement, and effective communication strategies. Key strategies include listening to and responding to online reviews, managing social media content, and building strong community relationships. Predictions for the future highlight the increasing significance of mobile technology, video content, and social media in shaping guest interactions.
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Growing Your Hotel Business: Best Practices in Hotel Reputation Management
- 1. Growing Your HotelBusiness Best Practices in Reputation Management Your Moderator & Host Guest Speaker Michelle Wohl Ann Manion VP of Marketing President of Hotel & Client Services Advantage
- 2. What’s Your StartingPoint? Your Hotel’s Social Media Adoption [Hotels] The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market. Hotel Advantage / Ann Manion ©
- 3. Building Your OnlineReputation Brand Equity #3 ROI on Social Media starts at Visual 6 hours a week. Reputation #2 Build Communities #1 Listen & Respond to Online Reviews Hotel Advantage / Ann Manion ©
- 4. Insights Into Action JC Thompson Director of Training & Quality Cake Story Brand Value is Measured By What you Do, Not What You Say Montelucia Resort & Spa Scottsdale, AZ Hotel Advantage / Ann Manion ©
- 5. Manage Your TripAdvisorPage The Hotel Veritas Harvard Square, MA “We’re so pleased at how the strength of our online reputation attracts guests to The Hotel Veritas. The biggest surprise for me was that we don’t rely on tools like press releases to share our hotel news. My focus continues to be on using social media to build relationships.” Benson Willis, General Manager Hotel Advantage / Ann Manion ©
- 6. Energize Guests Externally “My strategy is never to sell, but to position myself as a member of the community and share relevant information.” Elizabeth Stefan E-Commerce Marketing Manager Happy Hour The Charles Hotel Story On Social The Charles Hotel Networks “The Smart Place to Stay In Go Deep, Harvard Square” Not Broad Hotel Advantage / Ann Manion ©
- 7. Energize Associates Internally “It’s not about the technology, it’s Bacon Story about the people and relationships” Adam Wallace Director of Digital Marketing Engage Associates in your Social Media Hotel Advantage / Ann Manion ©
- 8. Talk to theWorld > 4,000 Fans Strong “Hotel guests express themselves in real time. Brand monitoring “Keeping pace with helps us jump on feedback and technology is a challenge. It validate our promises. And The Driskoll Hotel, Austin, Texas used to arrive month to month, Facebook is a core component Austin’s Most Beloved Icon but now arrives by the hour. of how we connect with our Embrace change and be ready community and build customer to learn, but recognize that it’s report. impossible to absorb Text everything at once.” John Spomer V.P. & Managing Director Message Kyra Coots Director of Public Relations & Marketing Marketing Communications Hotel Advantage / Ann Manion ©
- 9. Sources of OnlineContent Keep It In Balance User Hotel Generated Generated Content Content Authentic Accurate Contribute Web Content; Or Others Will Define You Hotel Advantage / Ann Manion ©
- 10. Deliver a FeastFor the Eyes Fresh & Honest Cookbook by Chef Peter Davis Henrietta’s Table at The Charles Hotel The Liberty Hotel, Boston, MA Cambridge, MA “Beautiful images show our commitment to quality, and sets the right expectation for what guests can look forward to at The Charles Hotel.” Elizabeth Stefan E-Commerce Marketing Manager Photo Credit http://www.heathrobbins.com Food & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
- 11. Show The People& The Passion Behind Your Great Hotel Photo Credit http://www.heathrobbins.com Jody Adams, Rialto Executive Chef Food & Lifestyle Photographer Heath Robbins The Charles Hotel Hotel Advantage / Ann Manion ©
- 12. Picture The Guest/FamilyExperience Photo Credit http://www.heathrobbins.com Food & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
- 13. Attract Attention The Liberty Hotel Boston, MA Get a Flickr Account & Feed the Web Photo Credit http://www.heathrobbins.com Food & Lifestyle Photographer Heath Robbins Hotel Advantage / Ann Manion ©
- 14. Capture Your Hotel’sUnique Specialness A Jewel in the Middle Of Philly Hyatt at the Bellevue Photo Credit http://www.johnbellenis.com Luxury Hotel Photographer John Bellenis Philadelphia, PA Hotel Advantage / Ann Manion ©
- 15. Feel the SpaExperience The Sagamore Resort Lake George, NY Photo Credit http://www.johnbellenis.com Luxury Hotel Photographer John Bellenis Hotel Advantage / Ann Manion ©
- 16. Picture the Mood Photo Credit http://www.johnbellenis.com The Sagamore Resort Don’t Make Luxury Hotel Photographer John Bellenis Lake George, NY Pictures An Afterthought Hotel Advantage / Ann Manion ©
- 17. Broadcast Your Hotel 2008:Video = 21% of all data flowing over the Internet 2013: Video = 91% estimate data flowing over the Internet * ICHG’s YouTube Channel * Four Seasons Hotels and Resorts * Mandarin Hotels * Jordan Vineyard & Winery Create a Media Experieince Hotel Advantage / Ann Manion ©
- 18. Staying Out ofthe Chasm The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market. Hotel Advantage / Ann Manion ©
- 19. #1. Lack ofInfrastructure Larry Weber Author & Chairman of Web 2 Group Managing Your Reputation Means New Role & Jobs Hotel Advantage / Ann Manion ©
- 20. #2. No Plan 1.Understand the Online Behavior of Guests. 2. Determine Your Business Objective. 3. Establish a Content Strategy 4. Evolve & Adapt.
- 21. #3. No Sponsorship “Scaleand media buying power are no “Social media initiatives must get more longer a decisive advantage. What than mere attention from the top. counts today is speed and agility.” They must be sponsored from the top. There is no such thing as a grassroots David Meerman Scott, Author strategic initiative.” Mark Schaefer, Adopt a Author of the Blog GROW Real Time Mindset Hotel Advantage / Ann Manion ©
- 22. #4. No SocialMedia Guidelines * Command & Control is OUT * Trust Your Associates * Guidelines are Good * Be prepared to Handle a Crisis Read What To Do When a Social Case Media Power User Gripes Study About Your Hotel Online? Hotel 71 Chicago Hotel Social Media Policies: One Size Does Not Fit All Hotel Advantage / Ann Manion ©
- 23. #5. No MarketingIntegration Blend Social Media & Your Traditional Marketing Hotel Advantage / Ann Manion ©
- 24. 4 Predictions #1. Mobile Phones will deepen guest connections. #2. Video will make the Internet a complete media experience. #3. Cloud Computing will give increased access for guests to reach information in the Internet cloud. #4. Social Technology will continue to explode and employees draw power from rising peer influence - fellow customers & employees. Ted Schadler Josh Bernoff VP IT Research VP Idea Development Forrester Research Forrester Research Hotel Advantage / Ann Manion ©
- 25. Thank You! michelle@revinate.com ann@thehoteladvantage.com www.revinate.com www.thehoteladvantage.com @revinate @HotelAdvantage www.facebook.com/revinate www.facebook.com/HotelAdvantage blog.revinate.com/ Subscribe Hotel Advantage Newsle=er www.linkedin.com/in/mwohl www.linkedin.com/in/annmanion www.youtube.com/user/HotelAdvantage www.flickr.com/photos/hoteladvantage annmanion.yelp.com
- 26. Reference Links, page1 Slide 1 Welcome h2p://www.hotelreputa7onmanagement.com/ h2p://www.revinate.com/ Slide 2 / Slide 18 What’s Your StarGng Point? h2p://en.wikipedia.org/wiki/Crossing_the_Chasm h2p://www.amazon.com/Crossing‐Chasm‐Marke7ng‐High‐Tech‐Mainstream/dp/ 0066620023 Slide 3 Building Your Online ReputaGon h2p://www.hotelreputa7onmanagement.com/ h2p://www.24hourcustomer.com/ The 24‐Hour Hotel Guest Ar7cle: h2ps://app.e2ma.net/app2/campaigns/archived/35315/ af11e7b78c2dd01461d6bef3c02b1cc1/ Slide 4 Montelucia Resort & Spa h2p://www.icmontelucia.com/ Slide 5: The Hotel Veritas h2p://www.thehotelveritas.com/ Slide 6 The Charles Hotel h2p://www.charleshotel.com/ Ar7cle, “Is Your Hotel Flying Blind on Twi2er?”: Run Date: April 15‐21, h2p://hotelexecu7ve.com/ Slide 7: The Roger Smith Hotel h2p://www.rogersmith.com/ Amsterdam Interview with Adam: Hotel Advantage / Ann Manion © h2p://www.youtube.com/watch?v=vJ486kl240&feature=related
- 27. Reference Links, page2 Slide 8: The Driskill Hotel h2p://www.driskillhotel.com/ Slides 10‐13 Visual ReputaGon Heath Robbins Food and Lifestyle Photography h2p://www.heathrobbins.com/ h2p://heathrobbins.blogspot.com/ h2p://www.charleshotel.com/ h2p://www.henrie2astable.com/ h2p://www.rialto‐restaurant.com/chef_jody_adams/ h2p://www.libertyhotel.com/ h2p://www.choicehotels.com/ Slides 14‐16 Visual ReputaGon John Bellenis Luxury Hotel Photographer h2p://www.johnbellenis.com/ h2p://blog.johnbellenis.com/ h2p://www.philadelphia.bellevue.hya2.com/hya2/hotels/index.jsp h2p://www.thesagamore.com/ Slide 17 Broadcast Your Hotel h2p://www.realviewtv.com/ h2p://www.youtube.com/user/jordanvineyard h2p://www.youtube.com/ihgplc h2p://www.youtube.com/user/mohotels h2p://www.youtube.com/user/fourseasons Slide 19: Lack of Infrastructure h2p://www.w2groupinc.com h2p://www.amazon.com/S7cks‐Stones‐Digital‐Business‐Reputa7ons/dp/0470457384 h2p://www.marke7ngtothesocialweb.com/
- 28. Reference Links, page3 Slide 20 No Plan h2p://www.forrester.com/Groundswell Slide 21 No Sponsorship h2p://www.businessesgrow.com/blog/h2p://www.davidmeermansco2.com/ h2p://www.davidmeermansco2.com/ Slide 22 No Social Media Guidelines “Social Media Policies: One Size Does Not Fit All”, Run Date Feb 11‐17, h2p://hotelexecu7ve.com/ h2p://www.hotel71.com/ Case Study of Hotel 71 Chicago: h2p://app.e2ma.net/app2/campaigns/archived/35315/4cdc3b655df7f749d2853fc9b6ec13cb/ How Social Media Has Changed the Hotel Business Blog: h2p://www.spinsucks.com/social‐media/how‐social‐media‐has‐changed‐the‐hotel‐business/ Slide 23: No MarkeGng IntegraGon h2p://chicagoregency.hya2.com/hya2/hotels/index.jsp h2p://www.kierlandresort.com/ Slide 24: PredicGons h2p://www.forrester.com/empowered Slide 25 Thank You For Joining Us Would you Recommend this Webinar to a Colleague? Tweet @hoteladvantage Tweet @revinate