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How to Turn Loyal Customers Into Salespeople An HSMAI Partnership Presentation  with Zuberance March 10, 2011
Overview of Format and Topic <ul><li>Webinar Moderator </li></ul><ul><li>Fran Brasseux </li></ul><ul><li>Executive Vice Pr...
POLL QUESTION #1 <ul><li>How many people are participating in </li></ul><ul><li>this webinar at your location today? </li>...
<ul><li>Leading Brand Advocacy company </li></ul><ul><li>Award-winning Zuberance Advocate Platform </li></ul><ul><li>Missi...
Today’s Presenters:  Panel Moderator:  Fran Brasseux Executive Vice President, HSMAI Panelists: Rob Fuggetta Founder/CEO, ...
Rob Fuggetta Founder/CEO, Zuberance Energizing Brand Advocates in the Hospitality Industry
<ul><li>Brand Advocates are different than loyal customers </li></ul><ul><li>Brand Advocates are your most valuable custom...
  Brand Advocate Solution
Brand Advocates, Definition Highly-satisfied customers who pro-actively recommend brands or products without being paid to...
Advocates are 9s & 10s  How likely are you to recommend our brand or products to your friends? “ Ultimate Question” for Cu...
Advocates: Unique, Powerful Segment  <ul><li>50% guests are highly likely to recommend </li></ul><ul><li>94% prospects tru...
<ul><li>“ Your loyal customers are probably  not  your best marketers.” </li></ul><ul><li>Harvard Business Review, “What’s...
Advocates 5X More Valuable  Avg Customer Brand Advocates Spend Value 2X Spend Value Sources: Deloitte; Owen, Brooks, Zuber...
Advocate Reviews Boost Hotel Sales  Sources: Chadwick, Martin, Bailey Consumers 3X More Likely to Book Hotels  with 5-Star...
Advocates vs. Loyal Customers  Identical Offer from Brand, Dramatically Different Results Source: Zuberance
The New Marketing Funnel  Awareness Consideration Conversion Loyalty  Advocacy
Identify Advocates…  Website banners 1. Engage customers 2. Identify Advocates Facebook posts Twitter monitoring Emails
<ul><li>Advocate Ratings & Reviews </li></ul>… Mobilize Advocates… Advocate Stories Advocate Answers Advocate Offers
<ul><li>Track clicks, opens, leads, sales </li></ul><ul><li>Track Advocate activities  </li></ul><ul><li>View and share re...
Real-World Advocacy Results 50% 30% Write reviews or testimonials 13% Answer prospects’ questions 30% Share or publish con...
Energizing Advocates Delivers 10X ROI Zuberance “WOMonmics” Return Medi a & Sales Value Investment
Budget Motel Activates Advocates
<ul><li>Your competitors are energizing their Advocates </li></ul><ul><ul><li>72% marketers using or plan to use advocacy ...
Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group
Loyalty Programs Are the Platform to Create  Great Customers and Great Experiences
<ul><li>Factors influencing hotel selection  </li></ul><ul><li>Location </li></ul><ul><li>Price  </li></ul><ul><li>Loyalty...
<ul><li>Spend More </li></ul><ul><li>Stay More </li></ul><ul><li>Stay Longer  </li></ul><ul><li>Less sensitive to price an...
Loyalty Programs Should Create Engagement Along the Customer Lifecycle  Life Cycle Acquire Re-Activate Win Back Recognize ...
Need to Go Beyond Points to Create Emotional Engagement <ul><li>Engage between stays </li></ul><ul><ul><ul><li>Lifecycle-b...
 
Aspirational Redemption Insider Access Surprise and Delight
Engage:  “Talk” With Your Customer
Share insider info Engage with games Solve customer  issues Problem-solve real-time Deliver marketing message
 
<ul><li>Earn points and perks from your favorite program for checking-in with Facebook Places, Foursquare or Gowalla.  </l...
Loyalty Programs Are the Platform to Create  Great Customers and Great Experiences
John Moser Chief Marketing & Brand Officer Denihan Hospitality Group
About Denihan Hospitality Group  Captivating hotels in coveted urban locations.
“ Denihan is charting a fresh course to innovate and has a hotel concept to fit any market.”
<ul><li>Increase share during midweek by attracting road warriors who are accustomed to points </li></ul><ul><li>Change th...
Compete w/Big Brands, Great Experience
<ul><li>Need to generate revenue by driving increased occupancy and longer stays </li></ul>Advocate Program Needs
<ul><li>Market Metrix reports that 75% of Denihan’s guests are defined as secure customers… </li></ul><ul><ul><li>Both lik...
<ul><li>Create a Brand Advocacy program to mobilize Affinia’s existing Advocates </li></ul><ul><ul><li>Mobilize Advocates ...
Invite Advocates to Write a Review
Advocate Reviews
Advocate Shared Offers with Friends
<ul><li>652 reviews created so far </li></ul><ul><ul><li>70% took the action of clicking to publish to TripAdvisor </li></...
<ul><li>Identify more Advocates </li></ul><ul><li>Scale Advocate Mobilization  </li></ul><ul><ul><li>Leverage multiple exi...
Questions?   Panel Moderator:  Fran Brasseux Executive Vice President, HSMAI Robin Korman Senior VP, Global Loyalty And St...
Upcoming Webinars: March 15  – Ten Must Do’s for Online Reviews, With Holly Zoba, Signature Worldwide Digital Marketing Se...
HSMAI and RedGlobal announce new 4 week online course leading to Certified in Hospitality Business Acumen (CHBA) Certifica...
Evaluation <ul><li>Please take a moment now to click on the  Evaluation  link in the LINKS box and complete the evaluation...
www.hsmaiuniversity.org
We are experiencing technical difficulties with the audio line. <ul><li>Please dial into the number below to continue list...
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How to Achieve Social Media ROI in the Hotel Industry: Turning Loyal Customers into Salespeople

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On March 10th, Robin Korman of Wyndham Hotel Group, John Moser of Deniah Hotel Group and Rob Fuggetta of Zuberance led an HSMAI webinar on how to turn your best customers into a marketing force.

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How to Achieve Social Media ROI in the Hotel Industry: Turning Loyal Customers into Salespeople

  1. 1. How to Turn Loyal Customers Into Salespeople An HSMAI Partnership Presentation with Zuberance March 10, 2011
  2. 2. Overview of Format and Topic <ul><li>Webinar Moderator </li></ul><ul><li>Fran Brasseux </li></ul><ul><li>Executive Vice President, HSMAI </li></ul>
  3. 3. POLL QUESTION #1 <ul><li>How many people are participating in </li></ul><ul><li>this webinar at your location today? </li></ul>
  4. 4. <ul><li>Leading Brand Advocacy company </li></ul><ul><li>Award-winning Zuberance Advocate Platform </li></ul><ul><li>Mission: Drive advocacy, leads, sales; 10x ROA </li></ul>About Zuberance
  5. 5. Today’s Presenters: Panel Moderator: Fran Brasseux Executive Vice President, HSMAI Panelists: Rob Fuggetta Founder/CEO, Zuberance Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group John Moser Chief Marketing & Brand Officer Denihan Hospitality Group
  6. 6. Rob Fuggetta Founder/CEO, Zuberance Energizing Brand Advocates in the Hospitality Industry
  7. 7. <ul><li>Brand Advocates are different than loyal customers </li></ul><ul><li>Brand Advocates are your most valuable customers; spend & recommend more </li></ul><ul><li>Turn your Advocates into powerful social media marketing machines </li></ul>Three Main Messages for Today
  8. 8. Brand Advocate Solution
  9. 9. Brand Advocates, Definition Highly-satisfied customers who pro-actively recommend brands or products without being paid to do so. ► Beyond like, love, or loyalty: Advocacy
  10. 10. Advocates are 9s & 10s How likely are you to recommend our brand or products to your friends? “ Ultimate Question” for Customer Loyalty
  11. 11. Advocates: Unique, Powerful Segment <ul><li>50% guests are highly likely to recommend </li></ul><ul><li>94% prospects trust Advocates </li></ul><ul><li>90% say Advocates influence sales </li></ul><ul><li>Social media amplifies Advocates </li></ul>Business Value
  12. 12. <ul><li>“ Your loyal customers are probably not your best marketers.” </li></ul><ul><li>Harvard Business Review, “What’s the Value of Word of Mouth?” </li></ul>Loyal Customers Not Best Marketers 12X ROI by turning enthusiastic customers into Advocates
  13. 13. Advocates 5X More Valuable Avg Customer Brand Advocates Spend Value 2X Spend Value Sources: Deloitte; Owen, Brooks, Zuberance $3,000 Value of one Advocate for hotel company
  14. 14. Advocate Reviews Boost Hotel Sales Sources: Chadwick, Martin, Bailey Consumers 3X More Likely to Book Hotels with 5-Star Ratings than 3-Star Ratings
  15. 15. Advocates vs. Loyal Customers Identical Offer from Brand, Dramatically Different Results Source: Zuberance
  16. 16. The New Marketing Funnel Awareness Consideration Conversion Loyalty Advocacy
  17. 17. Identify Advocates… Website banners 1. Engage customers 2. Identify Advocates Facebook posts Twitter monitoring Emails
  18. 18. <ul><li>Advocate Ratings & Reviews </li></ul>… Mobilize Advocates… Advocate Stories Advocate Answers Advocate Offers
  19. 19. <ul><li>Track clicks, opens, leads, sales </li></ul><ul><li>Track Advocate activities </li></ul><ul><li>View and share results </li></ul>… Track Results
  20. 20. Real-World Advocacy Results 50% 30% Write reviews or testimonials 13% Answer prospects’ questions 30% Share or publish content and/or offers “ How likely are you to recommend our brand or product?” Source: Zuberance-powered surveys Within First 90 Days… (Average across all Zuberance customers. Results vary.)
  21. 21. Energizing Advocates Delivers 10X ROI Zuberance “WOMonmics” Return Medi a & Sales Value Investment
  22. 22. Budget Motel Activates Advocates
  23. 23. <ul><li>Your competitors are energizing their Advocates </li></ul><ul><ul><li>72% marketers using or plan to use advocacy in 2011 (source: Forrester) </li></ul></ul><ul><li>Missing major opportunity to cost-effectively generate qualified traffic, leads, sales </li></ul><ul><li>10X ROA </li></ul>Summary: Energize Advocates Now
  24. 24. Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group
  25. 25. Loyalty Programs Are the Platform to Create Great Customers and Great Experiences
  26. 26. <ul><li>Factors influencing hotel selection </li></ul><ul><li>Location </li></ul><ul><li>Price </li></ul><ul><li>Loyalty Program </li></ul>Loyalty Programs Influence Hotel Choice 92% of the Time 60% 92% Source: Phoenix Marketing SCORES 2009 Frequent Guest Programs
  27. 27. <ul><li>Spend More </li></ul><ul><li>Stay More </li></ul><ul><li>Stay Longer </li></ul><ul><li>Less sensitive to price and competitive offers/rates </li></ul><ul><li>Buy more ancillary products and services </li></ul><ul><ul><li>Upgrades, F&B, spa services, program credit card, time shares, etc. </li></ul></ul><ul><li>Generate word of mouth/become brand advocates </li></ul>Hotel Loyalty Program Members More Valuable than Non-Members
  28. 28. Loyalty Programs Should Create Engagement Along the Customer Lifecycle Life Cycle Acquire Re-Activate Win Back Recognize Grow Share/Retain On-Board Activate Engage Customer Value
  29. 29. Need to Go Beyond Points to Create Emotional Engagement <ul><li>Engage between stays </li></ul><ul><ul><ul><li>Lifecycle-based communications </li></ul></ul></ul><ul><ul><ul><ul><li>Recognize milestone; anniversary date, elite tier achievement </li></ul></ul></ul></ul><ul><ul><ul><li>Ancillary products to increase relevancy/keep top-of-mind between stays </li></ul></ul></ul><ul><ul><ul><ul><li>Credit cards, time shares, point-earning partner offers </li></ul></ul></ul></ul><ul><li>Create positive experiences </li></ul><ul><ul><ul><li>Deliver promised hotel benefits consistently </li></ul></ul></ul><ul><ul><ul><li>Personalized conversation at front desk </li></ul></ul></ul><ul><ul><ul><ul><li>“ We haven’t seen you in a while”, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ I see you are a Platinum member…” </li></ul></ul></ul></ul><ul><ul><ul><li>Surprise and Delight </li></ul></ul></ul><ul><ul><ul><li>Aspirational redemption </li></ul></ul></ul><ul><ul><ul><li>Insider Access </li></ul></ul></ul><ul><li>Converse and spread the word in social and mobile channels </li></ul>
  30. 31. Aspirational Redemption Insider Access Surprise and Delight
  31. 32. Engage: “Talk” With Your Customer
  32. 33. Share insider info Engage with games Solve customer issues Problem-solve real-time Deliver marketing message
  33. 35. <ul><li>Earn points and perks from your favorite program for checking-in with Facebook Places, Foursquare or Gowalla. </li></ul>
  34. 36. Loyalty Programs Are the Platform to Create Great Customers and Great Experiences
  35. 37. John Moser Chief Marketing & Brand Officer Denihan Hospitality Group
  36. 38. About Denihan Hospitality Group Captivating hotels in coveted urban locations.
  37. 39. “ Denihan is charting a fresh course to innovate and has a hotel concept to fit any market.”
  38. 40. <ul><li>Increase share during midweek by attracting road warriors who are accustomed to points </li></ul><ul><li>Change their buying from OTA’s to lower cost booking channels </li></ul><ul><li>Encourage more repeat stays </li></ul><ul><li>Attract boutique hotel travelers from other key markets </li></ul>Loyalty Program Needs
  39. 41. Compete w/Big Brands, Great Experience
  40. 42. <ul><li>Need to generate revenue by driving increased occupancy and longer stays </li></ul>Advocate Program Needs
  41. 43. <ul><li>Market Metrix reports that 75% of Denihan’s guests are defined as secure customers… </li></ul><ul><ul><li>Both likely to return and willing to recommend </li></ul></ul><ul><li>Energize existing Affinia Advocates identified through Market Metrix </li></ul>Advocacy Opportunity
  42. 44. <ul><li>Create a Brand Advocacy program to mobilize Affinia’s existing Advocates </li></ul><ul><ul><li>Mobilize Advocates to Create Reviews and publish to key 3rd party sites (e.g., TripAdvisor) </li></ul></ul><ul><li>Mobilize Advocates to share unique offers with friends and colleagues </li></ul>Advocacy Solution
  43. 45. Invite Advocates to Write a Review
  44. 46. Advocate Reviews
  45. 47. Advocate Shared Offers with Friends
  46. 48. <ul><li>652 reviews created so far </li></ul><ul><ul><li>70% took the action of clicking to publish to TripAdvisor </li></ul></ul><ul><ul><li>Very high 20% of those ended up completing the action of publishing – 93 ended up publishing </li></ul></ul><ul><li>Advocate Influence Ratio for both reviews and offers performed very strong </li></ul><ul><ul><li>Each share delivers an average of 3 inbound clicks </li></ul></ul><ul><li>Few days after 1 st Advocate outreach </li></ul><ul><ul><li>Delivered 5 bookings converting at 7.5% </li></ul></ul>Advocacy Results
  47. 49. <ul><li>Identify more Advocates </li></ul><ul><li>Scale Advocate Mobilization </li></ul><ul><ul><li>Leverage multiple existing touch points </li></ul></ul><ul><ul><ul><li>brand website, email, newsletter </li></ul></ul></ul><ul><li>Mobilization includes use of Reviews and Offers applications </li></ul>What’s Next on Advocacy Front…
  48. 50. Questions? Panel Moderator: Fran Brasseux Executive Vice President, HSMAI Robin Korman Senior VP, Global Loyalty And Strategic Partnerships Wyndham Hotel Group John Moser Chief Marketing & Brand Officer Denihan Hospitality Group Panelists: Rob Fuggetta Founder/CEO, Zuberance
  49. 51. Upcoming Webinars: March 15 – Ten Must Do’s for Online Reviews, With Holly Zoba, Signature Worldwide Digital Marketing Series: Session 3: March 22 – How to Use Geolocation Sites to Build Your Presence - With Gordon Liametz, Revenue Performance, Inc. The HSMAI University 10-part 2011 Revenue Management Series – Session 1 on March 29 – What is the Future of Business Intelligence? Special rates for registering for entire series June 2 – Portrait of American Travelers, With Peter Yesawich, The Ypartnership To register for these and more, please go to www.hsmaiuniversity.org.
  50. 52. HSMAI and RedGlobal announce new 4 week online course leading to Certified in Hospitality Business Acumen (CHBA) Certification! <ul><li>Relevant – Respected – Recognized – this eLearning, Simulation, and Web Conferencing course is given nowhere else </li></ul><ul><li>Begun in 2006, we are thrilled to announce the new online version of a course that over 4,400 participants in 40 countries have taken onsite and given a 9.5 (out of 10!) rating </li></ul><ul><li>Increase your CONTRIBUTION – Stay COMPETITIVE – Demonstrate your EXPERIENCE – Advance your CAREER </li></ul><ul><li>Registration available for Spring and Summer courses shortly – watch www.hsmaiuniversity.org or email [email_address] with questions </li></ul>
  51. 53. Evaluation <ul><li>Please take a moment now to click on the Evaluation link in the LINKS box and complete the evaluation. </li></ul><ul><li>Be sure to click on “Submit” when you have completed the evaluation to send us your responses. </li></ul><ul><li>Your comments & suggestions are very important to us, and they help us to provide you with quality programming. </li></ul><ul><li>Today’s webinar is copyright 2011 by the Hospitality Sales & Marketing Association International with All Rights Reserved. </li></ul>
  52. 54. www.hsmaiuniversity.org
  53. 55. We are experiencing technical difficulties with the audio line. <ul><li>Please dial into the number below to continue listening to the presentation. We will resume in approximately five minutes. </li></ul><ul><li>Dial 1-866-502-8312 and when prompted enter the passcode 322105 followed by the # sign. </li></ul><ul><li>Thank you for your patience and cooperation. We apologize for this inconvenience. </li></ul>

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