Hotel Branding Through Social Media - EBriks Infotech

How Do You Build a
Social Hospitality Brand?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


2

98.6%

50%

80%

Number of
customers who
“Like” your brand
page who may
never return?

Number of new
fans who will not
see your
Facebook posts in
3 months time?

Number of your
Twitter followers
who may never
see any of your
Tweets?


Who are the most engaged hotel brands?

Top Global
Hotel Pages

Fans

8,315,638
People Talking About
This is the number of
unique users who have
created a “story” about a
page in a seven-day
period.

108,955
1.3%

2,012,180

12,412
0.6%

1,421,714
Conversation
Strategy?

PTAT

20,823
1.3%

1,082,770

22,545
2%

784,567

Content
Strategy?

3%
Number of your
Facebook fans
who actually
see your posts
if you have over
1m fans?

7,098
0.9%

769,963

33,742
4%


#DigiTrends14

“Engaging with your fans and building a
community are two totally different things”.


OUR HOTEL (LOYALTY PROGRAM)
IS THE
ONLY _________
THAT _________ .

ZAG by Marty Neumeier



#DigiTrends14

“Welcome
back”.


No person can
make it very
far in this life
on a 40 hour
week”.
J.W. Marriott


40,231,339 Fans
327,698 PTAT

70,330,775 Fans
659,068 PTAT

“Only close
attention to
lots of small
details can
make an
operation first
class”.
J.W. Marriott


Survival
of the
Fittest?


#DigiTrends14

Steve Job’s sent the GM’s of the first 5 Apple stores
to complete the Ritz Carlton’s customer service program.

Apple has the highest sales per square foot of any retailer globally.
NPS is in the DNA of Apple retail stores.

“We don’t haggle with last minute bookings. We need to
book the right guest on the right night for the right price”.

Marriott Hotels

Realised Value
How much did you spend with us?

Expected Value
Average customer value? (LCV)

Potential Value
What did we expect you
to spend with us?


“This is about getting everything down to
one number. Using stats the way we read
them, we will find value in things that
nobody else can see”.

Sentiment (and SNPS) Matters…
“How likely would you be to
recommend our hotel to your friend?”.
Dell focus on “Detractors” instead of “Promoters”.
• 60% Promotors – 25% Passives – 15% Detractors
• Each positive comment is worth $5.25
• It takes 5 positive comments to neutral 1 negative one

Better Customer Service + NPS Monitoring Added $168m

Community Management Drives Sales

“Social media is one area of business
where you don’t need to outspend your
competitors in order to beat them”.


Hotel Branding Through Social Media - EBriks Infotech

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Hotel Branding Through Social Media - EBriks Infotech