A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
Genesis 1:6 || Meditate the Scripture daily verse by verse
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NEHA social media workshop 2013
1.
2. NEHA & Social Media
By Cloud
March 2013 @ Copthorne Hotel, Newcastle
Richard Spencer
richard@cloudcontent.co.uk
07708 488895
Chris De Jong
07905 285116
@djiconsulting
chris@dji-consulting.com
3. The Day Ahead
⢠Introduction to social media
⢠The Channels
⢠Facebook
⢠Twitter
⢠Tripadvisor/Blogs/LinkedIn
⢠The next big thing?
⢠The Buzz + ROI
⢠NEHA social media
⢠The future
4. Introductions
⢠Introduce yourself
⢠Your position
⢠Your property â 3 words!
5. Introductions
⢠Social Media bigger than a 4 hour session
⢠Short sharp shock
⢠Find out what issues you are facing in hotels
⢠âŚand with your GMâs
⢠Do more in more detail if demand
⢠And can provide a social media management
service
6. Getting to know each otherâŚ
quickly!
⢠Who uses social media?
⢠Have you updated anything in the last 24
hours?
⢠Do you have a Linked In profile?
⢠Which is your favourite SM site & why?
⢠Are you mobile?
⢠Do you need a social media strategy?
7.
8.
9.
10. ⢠YouTube â 800m users, ⢠Blogging - 391 million
4b views per day people view more than
4.1 billion pages each
month (Wordpress)
⢠LinkedIn â 200m users
⢠Flickr â 75m users
⢠Pinterest â 25m users
⢠Facebook â 1.06b active ⢠Instagram â 90m
users, 40m pages users, 40b photos
⢠Google+ - 343m users
⢠Twitter â 500m users of ⢠Foursquare â 25m
which 200m active users, 1m businesses
⢠Yammer â 6m users
⢠Tripadvisor - 60 million ⢠Websites
unique monthly visitors,
75 million reviews
11.
12.
13. Social media is like teen sex. Everyone wants to do
it. Nobody knows how. When its finally done there is
a surprise that it wasnât betterâŚ
⢠Transparent
⢠Inclusive
⢠Authentic
⢠Vibrant
⢠Consumer driven
14.
15.
16.
17.
18. The desire to be part of a group that
shares, co-operates, or acts in
concert is a basic human instinct
19.
20. 1. Attention is now earned not ⢠Authentici
bought
⢠Openness
⢠Honesty
⢠Listening
In the past you were
2. The means of production and what you owned. No
distribution are shared you are what you
share
25. âConsumers are now
more questioning
about marketing
biased information
and are far more
interested in
unfiltered, peer driven
insights, free of
corporate influence
and spinâ
76% âŚ.Of consumers donât believe that
companies tell the truth
35. "How on earth did we
stalk our exes, remember
our co-workers' birthdays,
bug our friends, and play
a rousing game of
Scrabulous before
Facebook?â
Entertainment Weekly
36. ⢠500 million active users
⢠50% log on in any given day
⢠Av number of friends 130
⢠Av time = 700 mins a month
⢠350 million access via mobile device
⢠In 20 minutes â 3m messages sent; 2m friends
requests, 1m links shared
37. What Is Facebook?
⢠âSocial networking websiteâ
⢠Simple enough: socialising, networking
⢠How?
⢠Profile/Timeline â your virtual
person
⢠Add friends (other virtual persons)
â your network
⢠Post content â comments, links,
photos, polls
⢠Send and share messages
⢠Set up groups â private networks
⢠Share movements â location
tagging
38. Itâs About Connection
⢠Sharing events, moments and memories
⢠Staying in touch
⢠Expressing identity
⢠Exploring views
⢠Expressing opinion
⢠Making friends and new connections
⢠Developing intimacy â crossing geographical
boundaries
⢠Accessing alternative views
⢠Maintaing and nurturing relationships
⢠âYou heard it firstâ
39. Itâs Not About
⢠Shopping
⢠Work
⢠âPersonasâ
⢠Impersonal voices
⢠Spin
40. 5 Star Tips for Hotels
⢠Did you know Facebook creates more referrals that led
to room bookings than Tripadvisor?
⢠Getting onto Facey allows hotels direct interaction with
customers that has been taken away by the OTAâs
⢠It also removes their commission!
⢠Facey is just another channel for you
⢠Your hotel website is your best sales rep, your Facey
page is your best Public Relations rep
⢠Marriott Hilton and Best Western scored highest for
social engagement on Facebook in 2012
⢠Marriott 888,00 likes in 7 months to today
⢠Brand voice â conversational, edgy and humorous
41.
42.
43. 5 Star Test!
⢠Describe your hotel persona/ tone
of voice in 3 words
⢠Give me a short example post
⢠If you had to think of someone to
get you into the mindset â who
would it be?
47. 5 Star Tips for Hotels
⢠Display hotel logo prominently
⢠Think about your colours
⢠Invest in photography â cover photo v. important (851x315
pixels; Profile pic 180 x 180 pixels â use them all!)
⢠Take photos of guests and then tag them â they can then find
and share with their friends
⢠Watch your nav!
⢠Discount your distressed inventory â offer sweepstakes
⢠Spillover traffic + checking availability (widgets)
⢠Partner with nearby attractions for promotions and you get a
contra â look for good partners with high likes â social
promotion from another source
⢠Have you liked their pages so you see what they are talking
about?
48. Match the names with the likes:
⢠Baltic Contemporary Art ⢠21,000 likes
⢠Sunderland Football Club ⢠8,000 likes
⢠Sage Gateshead ⢠18,000 likes
⢠BUPA Great North Run ⢠368,000 likes
⢠Newcastle United ⢠19,000 likes
⢠Alnwick Garden ⢠10,500
⢠Eldon Square ⢠7,000 likes
⢠Durham cathedral ⢠11,000 likes
⢠Tiger Tiger ⢠71,000 likes
⢠Newcastle Uni Students Union ⢠3,500 likes
Building your audienceâŚ
49. Top Tips for Hotels
⢠Facey is an indirect marketing tool â build relationships 1st,
business second
⢠Follow the 80:20 rule
⢠Customise your page â pagemodo, tabsite, shortstack
⢠Note the share button drop down
⢠Get visitors involved â offline encouragement; tag people,
share photos and videos of visits
⢠Discount announcements and special offers/deals only on your
Facebook page
⢠Offer something to your âLikersâ
⢠Encourage guests to leave positive comments
⢠Are you watching other social media?
50. 5 Star Tips for Hotels
⢠You have to be quick to respond
⢠Be proactive about negative criticism
⢠Reward Loyalty
⢠Proof your copy!
⢠Have you added youâre your Tube, Pinterest and Blog apps to
your page?
⢠Receive new conversations as e mails/Texts - Account Setting â
Notifications â is it turned on??
⢠Is your âMessageâ button enabled? (In Manage Permissions)
51. 5 Star Tips for Hotels
⢠Most effective postings between 8pm and 7am â 20% more
user engagement
⢠Wednesday and Sunday best day to post
⢠Posting one to two times a day produces 40% higher user
engagement
⢠Highest engagements from briefer posts (80 characters or less)
⢠Asking questions â increases comments, lower engagement
⢠Fill in the blank v effective â âI likeâŚ..â
⢠Key promotional words â âÂŁ offâ âofferâ âdealâ
61. One of the earliest examples of sites providing
User generated
reviews
62. ⢠75 million unique visitors a month
⢠15 million members of the community
⢠30 million reviews
⢠Over 500 000 hotel reviews
⢠2.5 million businesses
⢠1.1 million accommodation businesses
⢠14 million traveller photos
⢠60 reviews per minute
⢠90% of topics posted replied to within 24 hours
⢠Employs 1,600 people
63.
64. According to a recent PhoCusWright survey: 83% of respondents surveyed
usually or always consult TripAdvisor reviews before booking a hotel
The reasons they consult:
â˘accuracy of the actual guest experience - 98% of respondents found
TripAdvisor hotel reviews to be accurate of the actual experience, with 69%
stating the reviews to be highly or extremely accurate.
â˘92% of respondents agree that TripAdvisor hotel reviews âhelp me pick the
right hotel for my travel needsâ
65. Key Features
⢠Basic listing:
⢠Contact details
⢠Description
⢠Images and videos
⢠User reviews and
rankings
⢠Nearbys
⢠Enhanced listing:
⢠Special offers
⢠Slideshow
⢠Improved presence on
mobile and results
66. Business Tools
⢠Registration
⢠Management centre:
⢠Edit basic details
⢠Edit photos and videos
⢠View statistics
⢠Respond to reviews
67. Management Responses: Stay Positive
Tripadvisor policy:
â˘Family-friendly
â˘Unique and independent
â˘Original
â˘Professional
â˘Relevant to all TripAdvisor
users
â˘Respectful of Personal Privacy
â˘Same Language
â˘Written with standard e-mail
etiquette
â˘Submitted using a valid e-mail
68. Encouraging Reviews
⢠Owners Centre resources â
reminder cards and flyers
⢠Email follow up
⢠Listening and acknowledging
(make changes, thank the
visitor)
⢠Positive and frequent
engagement
73. "a personal journal
published on the World
Wide Web consisting of
discrete entries ("posts")
typically displayed in
reverse chronological
order so the most recent
post appears firstâ Wiki
74. There are an estimated 200 million travel-related blogs
on the net
âThanks to the wealth of blogs â "web logs", or diaries,
on the internet â we can access thousands of travel
reviews and commentaries from travellers who provide
candid, up-to-the-moment and on-the-spot reports. They
are a great place to unearth local gems, get news updates
and read about specialist topics⌠and the ultimate
antidote to saccharine tourist-office films and
advertisements are video blogs â vlogs â anonymously
filmed by paying customers and then published on travel
websitesâ
75.
76. The Essentials
Formats
â˘Blogs
â˘Vlogs
â˘Tumble-logs
â˘Article and time based
â˘Distribute via RSS
Content
â˘Consumer insight
â˘Industry knowledge and
developments
â˘Sharing personal experiences
Purpose: Why Consult A Blog?
â˘Specialist, in-depth and expert
opinion
â˘First-hand perspectives
â˘Connectivity
77. Business Applications
Your own blog:
â˘Thought/expert leadership
â˘Providing more human face to your business
Remember:
â˘Expert
â˘Intimate
â˘Trust - no spin/sales
â˘Content rich
â˘Regularly updated
â˘Community connection
â˘RSS distribution/SEO
Tools:
â˘Wordpress
â˘Blogger
â˘Typepad
84. Key Facts:
⢠Officially launched May 2003
⢠Sept 2004 â 1M users
⢠Jan 2012 â 200 million members
⢠2 new ones per second
⢠5.7 billion prof orientated searches in 2012
⢠45% growth in last year
⢠Its your very own personal PR tool!!
⢠2.7million companies have company pages
(Wynyard, Marriott Durham?)
85. ⢠Profile is 1st impression
⢠Your LinkedIn profile is what people searching
for you may see firstâŚ.increasingly so
86. ⢠Best profiles ârich with relevanceâ
⢠A candid conversation about you
⢠Not just a listâŚyawn!
⢠Make those strengths STAND OUT
87. ⢠Photo â head and shoulders; simple
background
⢠Logo if you must
88. ⢠Think about itâŚif you
were looking for you
what search terms would
you use?
⢠Use them in your profile
⢠Make that public profile
available for everyone
89. Remember the people with the most friends donât
always win!
True value in people youâve met or talk to online
Less is more!
90. ⢠Get contributing
⢠Be social
⢠Join Groups
⢠Ask and answer questions
91. ⢠Use LI in a dignified
way
⢠No over sharing
⢠Act like Obama not a
tabloid celebrity!
92. Lets have a quick look in:
⢠Set up an account!
⢠Look at the Groups
⢠Check your companies represented
93.
94.
95.
96.
97.
98.
99.
100.
101.
102.
103.
104. Top Tips:
⢠VISIBILITY - add connections to increase
probability of being seen
⢠CONNECTABILITY - show all your
affiliations â companies, education, activities
⢠ENHANCEBILITY â SEO through links to
your blog/website
⢠CHECK â your in box for mail
⢠DECLINE - You do not have to accept every
invitation
⢠Make LinkedIn your digital business card
107. Join the Conversation:
⢠âLets Talk Tourism North Eastâ
⢠Ask a question; do the poll; join the debate;
search for a job!
⢠âNorth East Hotels Associationâ
⢠Apply to join ď
109. Increasing integrationâŚ
⢠Plugs into your booking engine
⢠Easy sharing at point of arrangement
⢠Voucher generating for friends
⢠Never leave your hotel website
⢠Hear what they are saying (Analytics)
⢠Let your guests spread the word
⢠Generates buzz and bookings
111. Google Hotel Finder
⢠Launched in US 2011
⢠Integrated with Google
Places
⢠Visual map
⢠Lists and shortlists
⢠Popular tourist spots
⢠Manage your hotel
product info through
Google Places
112.
113. ⢠Travel time from a location (foot, public
transport)
⢠Started placing Hotel Finder at top of search
listings
114.
115. Mobile Social ⢠Location based social
networking
⢠âCheck inâ using your
mobile
⢠3 million check-ins per day
⢠Collect points and badges
for checking in
⢠Add tips on things to see
and do
⢠Become âmayorâ of a
venue
125. Exercise
⢠Download the app
⢠See whatâs hiding near your business
⢠Go hide something â a voucher for a BOGOF?
⢠In your grounds/Inside the hotel?
126. Quick Response to new content
QR Codes â˘
⢠Static v Dynamic
⢠Vouchers/Coupons
⢠Building history
⢠Menu info
127. ⢠Another social network
⢠Easy in
⢠Easy interface
⢠Circles
⢠+1
⢠Hangouts â video calls
128.
129. To Conclude - Some social media
truthsâŚ
⢠Control is out of your hands
⢠But you never had control in the 1st place
⢠Customers can make better decisions than you
⢠Not what you know but who you know
⢠Quality of interaction not quantity
⢠Opinions increasingly syndicated
⢠Can you live with criticism?
⢠Converse in a human voice?
⢠React quickly to emerging conversations?
⢠Social media is just about people having
conversations online
130. The 3 Rules
Whatâs your
personality? Be human
Be interesting
Be relevant
131. ⢠Get some training done on social media
⢠Assign roles & responsibilities
⢠Quality over quantity
⢠Tell your story!
Whatâs your
personality?
132. ⢠Define your goals
⢠Choose your networks
⢠Choose your people
⢠Create a routine
⢠Monitor
Whatâs your
personality?
133. Remember
itâs a
marathon not
a sprint
Whatâs your
personality?
134. The good guide
⢠You donât have to be on every network
⢠Invest time (it doesnât work overnight!)
⢠Do you have a company policy on SM
deployment
⢠Make it part of your marketing strategy
135. NEHA Social Media
⢠Find us on Facebook â search for âNorth East
Concierge Clubâ
⢠Find us on Twitter â search for âColin
Conciergeâ
⢠Find us on Linked In (open group) â search for
âLets Talk Tourism North Eastâ
⢠Find us on Linked In (Private room) â search
for âNorth East Hotels Associationâ
136. NEHA Social Media
⢠More on the North East Hotels
Association at www.nehotels.co.uk
⢠More on PartnershipGlu at
www.partnershipglu.co.uk
⢠E Mail â richard@partnershipglu.co.uk
⢠07708 488895
Thanks for watching!!
Editor's Notes
Market signals The list goes on and on
SoâŚeverythings changing â or is it â is this not a bit like marketing??
So the advice seems to be watch the kids â what are they doing? Why?
Coz half under the age of 30.
Never known life without the internet
Its just a part of their life..they donâ t even think about it.
Social media suits our human nature â we want to be part of a gang â its in our nature
SM is challenging the way we think about brands â we thought we used to own our brands but we are wrong. The public own our brands. This has created 2 fundamental shifts in the way we think about our marketingâŚ
Attention is now earned not bought The means of production and distribution are shared â everyone generates content and publishes and shares it with anyone they want. The new language of SM should be â authentic, open and honest and 2 way â what do we mean by that?
One way v 2 way
The differences between the 2 media
Why we do it â because people have lost faith in advertising â they donâ t think you are telling the truth. So what about social media and the travel industry?
Build trust
Of course social networking suits the travel and tourism industry Its about experiences (or gossip), its an industry where people want to share and show off. Everyone talks about their holidays â social media just allows them to do it to a bigger audience But I can hear you screamâŚ.next slide Passport â 12,000 Wayn â 8 million Tripadvisor â 2007 saw 10.2 million reviews (2006 6.5 mill; 2005 3.5 mill; 2004 1 mill) with more raves than rants â av score 3.74 (doubling its submissions year on year) Travbuddy â 760,000 Hospitality club â 330,000 members Whoophy â travel photography â 23,000 Ontheroadtravel â south and central america â independent travellers swapping stories Travelhotties â student and hardcore backpackers Unearth travel â shares views of people over responsible tourism Travelistic â upload videos of your hols Travelmates onlibe already being rebranded into Triphub - Organising trips involving large numbers of people tends to cause all sorts of problems. This site allows all the relevant information to be kept in once place thereby reducing the chance of family rows. Tripconnect - Trip Connect's team consider that the most relevant information can be found from people that you trust. They provide a system to build a network of friends and gain useful information about the places those people have been.
So, all you have to do as a hotel is be creative with your communications. Think through 3 big thingsâŚ
How do you speak? Tone of voice? Big words/little words? If your brand was a person who would it be? Celebrity Test â Thistle? Travel Lodge? Indigo? Wynyard? Single or plural? Departmental or whole business? Staff member or anonymous? Does it always have to be the marketing person???
Cant be copied! Big differentiator. Or the history of your place? Or people?
How can you weave your dialogue between your audience and your business. The story can give it structure. Humans love storiesâŚJung
Of all businesses you have the most optimised towards social media. Try doing it if you manufacture widgets every day! Look at all the potential things you can say.
What was the world like before Facebook?
Therefore how can we turn your facebook page into a successful PR machine? These brands obtained the most fan actions â comments, likes and shares Booking.com â 889,000 likes
Therefore how can we turn your facebook page into a successful PR machine? These brands obtained the most fan actions â comments, likes and shares Booking.com â 889,000 likes
Then again â corporate speak not far away!! Marriott gives itself between 6 and 12 hours to acknowledge posts and resolve any negative issues This is why we asked you to describe yourself at the beginning in 3 words. â Conversational, edgey, humerousâ for Marriott. How do you capture your tone of voice in 3 words? Give an example post! Exercise for everyone now.
Remember the test at the beginning to describe your business in 3 words. Now do it for your âpersonaâ
Then again â corporate speak not far away!! Marriott gives itself between 6 and 12 hours to acknowledge posts and resolve any negative issues
Then again â corporate speak not far away!! Marriott gives itself between 6 and 12 hours to acknowledge posts and resolve any negative issues
Springboarded the brand to 500,000 fans
lots of hotel facey pages look the same coz of generic imagery â your logo is a big differentiator Does the design reflect your brand colors, textures and experiences? Photography important â pinterest â 1 image on cover that captures what you stand for. Cannot be used as an ad now. How about seasonal? Every day 100m photos tagged on facey â tagging spreads the word Keep an eye on your nav! Keep your facey menus simple â don â t confuse or overwhelm Spillover to your hotel website might be light so allow search on your facey page. Your customers don â t want to know just about you â what else is going on around and about you and how do you know whats going on? Like other things!
lots of hotel facey pages look the same coz of generic imagery â your logo is a big differentiator Does the design reflect your brand colors, textures and experiences? Every day 100m photos tagged on facey â tagging spreads the word Keep an eye on your nav! Keep your facey menus simple â don â t confuse or overwhelm Spillover to your hotel website might be light so allow search on your facey page. 8000 likes is Sage Gateshead Newcastle Uni Students Union â 10,500 Durham Uni 13,000, Northumbria Uni 20,000, Teesside Uni 12,000 21,000 is Baltic 368k Newcastle united BUPA - 19,000 Alnwick garden 3,400 Durham cathedral â 11,000 Eldon square 7,000 Sunderland â 71,000 Tiger Tiger â 18,000
80% of content is non self promotional, 20% is self promotional Donâ t talk just about yourself â tell a story don â t bore people to death!
Have you got systems in place if someoes off to maintain the dialogue? Make your Facey page all inclusive for all your social media Then disgruntled customers can speak to you privately â give them the option!
Quality not quantity when posting
The worlds largest social travel network used by over 100 million travellers Revenue 4 times Expedia, Orbitz and Priceline combined. Itâ s a monster and it acts like one!
The worlds largest social travel network used by over 100 million travellers Revenue 4 times Expedia, Orbitz and Priceline combined. Itâ s a monster and it acts like one!
Getting more out of your social mediaâŚ
The worlds largest social travel network used by over 100 million travellers Revenue 4 times Expedia, Orbitz and Priceline combined. Itâ s a monster and it acts like one!
Most people on Linked in are in sales!!
Link at Bottom of e mails?
Meet up â 7.5million â meet up at your place! Pinterest 85.5million
So the 3 golden rules
You are doing the 1 st thing right now. Remember â its marathon not a sprint!
Do you have a proper plan? What do you want out of SM?