Social Media in the Hospitality Industry

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This presentation is for the RIT Social Media Class focusing on the Hospitality industry. The presentation discusses the current state of social media, how some of the existing channels are being used, shows real case study examples. The second part of the presentation tunes into a workshop showing how to use location based marketing tools such as Foursquare and creating engaging facebook pages with Shortstack.

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Social Media in the Hospitality Industry

  1. 1. Social MediaWhat are these channels anyway? Prepared by RIT Social Media in Hospitality February 2, 2012
  2. 2. Your MenuCurrent State of Social MediaHow to use the ChannelsCase Studies in HospitalityWorkshop - Facebook Page - Location Based Marketing
  3. 3. Social Media: Web-based and mobile technologies usedto turn communication into interactive dialogue.Facebook Largest social networking site intended • Builds personal relationships to connect friends, family, and business by associates • Drives Organic SEOtwitter Microblogging that enables users to send • Tweets pushed to followers and read text-based posts of up to 140 • Real Time Communications characters with linksLinkedIN Professional network connecting over • Build professional profile/reputation 120 million contacts to help exchange • Drives SEO knowledge, ideas, and opportunitiesGoogle+ Search engine social network utilizing • Builds circle of contacts for Google based applications including customized messaging and real Picasa, Gmail, and Google Maps time interchange +1’s appear at Top of GoogleYouTube Video sharing website owned • Showcase products by Google • Ability to Monetize • Drives Organic SEO
  4. 4. Social Networks A casual social networking site that allows users to post information about themselves, connect with others , join groups and find people by name, region, school. A professional social networking site connecting both current and past colleagues together. This site provides a source of personal branding and reputation management. A microblog that allows you to post in 140 characters or less messages about you and/or products that automatically get sent to everyone that is following you. A social media video sharing site that allows people to find you and your products or brands with channels, key word tagging and communities. An online community for image and video hosting that allows people to share pictures and videos. Common uses include sharing personal photographs and as a hosting service for bloggers and web developers. The newest Social Network to launch that combines the style of twitter with following and the friendship of facebook, with the ability to post by circles of friends and conduct real time hangouts for collaboration.
  5. 5. We Are Choice-A-Holics
  6. 6. Social Consumerism
  7. 7. Search Adapts to SocialSearch, Plus Your World Bing, within Facebook and out! Twitter remains Neutral
  8. 8. post-PC Era
  9. 9. Move into a Post-pc Era Global Unit Shipments of Desktop PCs, Notebooks, Smartphones, Tablets 900,000 800,000Global Unit Shipments (MM) 700,000 600,000 500,000 Desktop PCs 400,000 Notebook PCs 300,000 Smartphone 200,000 100,000 Tablets -Sources: Morgan Stanly Research Kathy Huberty, Ehud Geblum
  10. 10. Channel Summary
  11. 11. Measure with Insights
  12. 12. • +1 Plus your World• Circles• Hangouts• Notifications
  13. 13. Organize with Circles
  14. 14. • Organic SEO• Monetize• 4B Videos Daily!
  15. 15. foursquare• Combination of • Gaming & Social Networking• Players can • Leave Tips • Connect & Compete • Share experiences • Explore Specials• Business can • Create Specials • Create Brand Pages • Custom Badges $$$$
  16. 16. Facebook deals• Exclusive to mobile• Controls & Restrictions• 4 Types of deals • Individual • Friend • Loyalty • Charity
  17. 17. Quick Response Codes• QR codes can • Open a Web Address • Display Text • Add a vCard to Device • facebook Like • Exist on most objects• Tools for QR Codes • delvir • Paperlinks • Microsoft tags • Likify
  18. 18. Where does SM fit?• Augments existing Marketing Campaigns• Provides for 2-way conversations• Allows for sharing with friends & followers• Allows for monitoring & listening to conversations• Used properly can have huge impact on SEO
  19. 19. Using mobile marketing Crab Shack • Increased check-ins by 300% • 97 foursquare unlocks • 13 facebook deals • 2,928 Groupon deals • Increased fb like count by 90
  20. 20. Musical Instrument Museum (MIM)• 500 World Wide Musical Instruments on display• Over 400 Concerts from Artists around the world• Many Concerts are Unique unknown entities • Leverage Facebook & Twitter (22K followers) • Targeted Marketing combing: • Pictures, Video, Coupons • Measurements on Ticket Sales
  21. 21. Objective: Increase Property Toursthrough Facebook Event PromotionTactics: Create Appeal and Urgency • Interest Targeted Facebook Ads • Romance Landing Pages • Conversion Page on Website
  22. 22. Campaign Strategy: • Pre-Event Teasers (FB & Twitter) • Facebook Contest With Like-Gating • Facebook Ads • Budget: $1,000 • Geo & Demo Targeted: +40 Yrs & Top 10 States • A/B Testing of Ad Creatives • Campaign 1: Friends of Fans • Campaign 2: Likes & Interests • Blog Posts – Back Linking • E-mail Marketing/bit.ly URL for tracking • Regular Page Posts/Updates
  23. 23. Facebook Campaign Results: • Total Ad Clicks: 922 to Romance Page • Total Impressions: 1,942,838 • Avg. CPC: $0.45 (bid $1.68) • CTR: 0.075% • Conversion Rate: 30% • Ad Spend: $978.18 – under budget!
  24. 24. Like-gate Brand siteSpecificconversionpages A/B Romance landing page
  25. 25. Workshop
  26. 26. Thank You!Twitter @SkeeterHarrisFacebook facebook.com/SkeeterHarrisGoogle+ +SkeeterHarrisLinkedIn – www.linkedin/in/SkeeterHarrisSlideshare – www.slideshare.net/wkharrisEmail – Skeeter@macvillagepro.comPhone – 585.520.2232Skype – SkeetHarris

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