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The Truth On Social Networking


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Presentation notes from presentation given to HSMAI Vail Valley on the Social Internet.

I don't actually show these verbose slides, they are my talking notes... so consider them notes, not presentation material!


The Truth on Social Networking: Where to start with a Web 2.0 strategy?

What strategy works and what does not? Learn how to distinguish the pitfalls from the opportunities in the realm of Web 2.0. Important segments like blogging, Twitter, Facebook, Flickr, Linkedin will be analyzed. Learn about easier Web 2.0 entry points like Google Local, TripAdvisor and Yelp. This session is designed to create a social networking strategy with prioritized segments.

The Truth On Social Networking

  1. 1. The Truth on Social Networking<br />By Trent Blizzard, PresidentBlizzard Internet Marketing, Inc<br /><br />
  2. 2. 96% of Gen Y have joined a social network<br />19% internet users enjoy social network daily.<br />If Facebook was a country it would be the world’s 4th largest (350M+ active users). <br />Avg user spends 55 minutes per day<br />20% of facebook users access via mobile and are 50% more active than the rest.<br />Fastest growing group 35-54 year olds.<br />55.7% femail<br />Flickr enjoys 90M uploads a month<br />Twitter 60M users<br />Travelers: <br />42% Youtube<br />33% Facebook<br />1/3 have written review<br />Even More Stats<br />
  3. 3. Growing segment<br />Low $ Cost (high human cost)<br />Long-term results… like building equity<br />Risks:<br />Time waster<br />Low ROI, especially initially<br />Doing poor job may hurt you… potential for disaster?<br />You don’t enjoy it<br />Reasons to get Engaged<br />
  4. 4. Not Claiming Name<br />Start and Stop<br />Focus on self, not user<br />Inauthentic, programmed, un-fun<br />Not interacting off your own account<br />Trying too hard too make money<br />Reason for Success: Using Social Media as it was meant to be used… to interact and build community. <br />Reasons for Failure<br />
  5. 5. 71% of online shoppers read reviews<br />82% of review readers say they are directly influenced<br />Reviews are largest segment of Social Media world.<br />80% of hotels listed on TripAdvisor are viewed every single day.<br />Tripadvisor is pushing from reviews into social networking<br />Diversify: Yahoo (Local and Travel), Yelp, CitySearch, Judy’s Book, etc.<br />Use Reviews to increase Conversions<br />
  6. 6. Monitoring reviews?<br />Responding when appropriate, and appropriately?<br />Asking guests for reviews?<br />Diversifying reviews?<br />Integrating reviews on Website?<br />Addressing reasons for negative reviews?<br />Develop and reward brand advocates?<br />Review Checklist<br />
  7. 7. Use social media to improve customer satisfaction, provide service and improve your reputation.<br />2/3 of early adopters of social media report improved customer satisfaction.<br />Use Social Media for Service<br />
  8. 8. Sending customers to social media spread (Facebook, Twitter, Youtube, etc)<br />Integrating into all communications… print, email, signatures, business cards, website, followups…<br />Monitoring social media spread and interacting with users<br />Encouraging past, present and future guests to interact with you.<br />Service Checklist<br />
  9. 9. SERPs = Search Engine Results Saturation<br />Social Media is a world of Syndication. Search for your keywords and you will likely see:<br />Google Local<br />Facebook<br />LinkedIn<br />Twitter<br />Flickr<br />Youtube<br />Tripadvisor<br />Wikipedia<br />Yahoo<br />Use Social Media for SEO<br />
  10. 10. Include business name, website and full contact data wherever possible and appropriate.<br />Create original AND compelling content whenever possible<br />Syndicating, widgetizing and cross pollinating.<br />CommunityWalk and Google MyMaps<br />Yahoo Local and Yahoo Travel<br />SEO Checklist<br />
  11. 11. Understand <br />Consumers respond to Multiple Touchpoints<br />Travelers have a Buying Cycle<br />Travelers are going to purchase how they want to purchase.<br />A lifetime customer is valuable<br />Patience, Longevity and outward focus are required<br />Use Social Media for Relationships<br />
  12. 12. Improve Reputation<br />Provide Customer Service and improve satisfaction<br />SEO<br />Relationship Mgmt<br />Notice what is not here: Book Rooms<br />4 goals of Social Media<br /> Blizzard Internet can help you get good listings!<br />
  13. 13. Your guests enter a buying cycle <br />Decision to Travel<br />Choose Destination<br />Research Lodging Alternatives (in Destination)<br />Purchase Lodging <br />Step 3 is the phase where your Social Media is most likely to influence a purchase.<br />Social Media and Buying Cycle<br />
  14. 14. Different buyers have different purchasing habits Example Buyers:<br />Buyer A: Does it the old fashioned way: minimal Internet research and phone-based purchase.<br />Buyer B: Does extensive online research and still calls. <br />Buyer C: Finds you in Google, books online after extensive research focused on reading reviews.<br />Buyer D: Finds you in Expedia, books on your website because you offer a better price.<br />Buyer E: Receives email marketing from you and books online.<br />Buyer F: Hears something positive about you on Facebookand Twitter and books online.<br />Buyer F is still a very small group. <br />Buying Habits<br />
  15. 15. Website:<br />Blog:<br />Email:<br />Phone: 888-840-5893<br />Address: Blizzard Internet Marketing, Inc 1001 Grand Avenue Suite 203 Glenwood Springs, CO 81601<br />Blizzard Internet Marketing<br />