Ann Manion of Hotel Advantage delivered a Webinar on: Growing Your Hotel Business: Best Practices in Reputation Management. She was a guest speaker at the invitation of Revinate, a company providing a total social media solution for hotel brand monitoring. Here are the slides that accompanied her presentation.

1. Growing Your Hotel Business
Best Practices in Reputation Management
Your Moderator & Host Guest Speaker
Michelle Wohl Ann Manion
VP of Marketing President of Hotel
& Client Services Advantage

2. What’s Your Starting Point?
Your Hotel’s Social Media Adoption
[Hotels]
The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market.
Hotel Advantage / Ann Manion ©

3. Building Your Online Reputation
Brand Equity
#3 ROI on Social
Media starts at
Visual 6 hours a
week.
Reputation
#2
Build Communities
#1
Listen & Respond to Online Reviews
Hotel Advantage / Ann Manion ©

4. Insights Into
Action
JC Thompson
Director of Training & Quality
Cake Story
Brand Value
is Measured By
What you Do, Not
What You Say Montelucia Resort & Spa
Scottsdale, AZ Hotel Advantage / Ann Manion ©

5. Manage Your TripAdvisor Page
The Hotel Veritas
Harvard Square, MA
“We’re so pleased at how the strength of
our online reputation attracts guests to
The Hotel Veritas. The biggest surprise
for me was that we don’t rely on tools
like press releases to share our hotel
news. My focus continues to be on using
social media to build relationships.”
Benson Willis, General Manager
Hotel Advantage / Ann Manion ©

6. Energize Guests Externally
“My strategy is never to sell, but
to position myself as a member
of the community and share
relevant information.”
Elizabeth Stefan
E-Commerce Marketing Manager
Happy Hour The Charles Hotel
Story
On Social
The Charles Hotel
Networks “The Smart Place to Stay In
Go Deep, Harvard Square”
Not Broad
Hotel Advantage / Ann Manion ©

7. Energize Associates Internally
“It’s not about the technology, it’s
Bacon Story about the people and relationships”
Adam Wallace
Director of Digital Marketing
Engage
Associates in
your Social
Media Hotel Advantage / Ann Manion ©

8. Talk to the World
> 4,000 Fans
Strong
“Hotel guests express themselves
in real time. Brand monitoring “Keeping pace with
helps us jump on feedback and technology is a challenge. It
validate our promises. And The Driskoll Hotel, Austin, Texas used to arrive month to month,
Facebook is a core component Austin’s Most Beloved Icon but now arrives by the hour.
of how we connect with our Embrace change and be ready
community and build customer to learn, but recognize that it’s
report. impossible to absorb
Text everything at once.”
John Spomer
V.P. & Managing Director Message Kyra Coots
Director of Public Relations &
Marketing Marketing Communications
Hotel Advantage / Ann Manion ©

9. Sources of Online Content
Keep It In Balance
User Hotel
Generated Generated
Content Content
Authentic Accurate
Contribute Web
Content; Or
Others Will
Define You
Hotel Advantage / Ann Manion ©

10. Deliver a Feast For the Eyes
Fresh & Honest Cookbook by Chef Peter Davis
Henrietta’s Table at The Charles Hotel
The Liberty Hotel, Boston, MA
Cambridge, MA
“Beautiful images show our commitment to quality, and sets the right
expectation for what guests can look forward to at The Charles Hotel.”
Elizabeth Stefan
E-Commerce Marketing Manager
Photo Credit http://www.heathrobbins.com
Food & Lifestyle Photographer Heath Robbins
Hotel Advantage / Ann Manion ©

11. Show The People & The Passion
Behind Your Great Hotel
Photo Credit http://www.heathrobbins.com Jody Adams, Rialto Executive Chef
Food & Lifestyle Photographer Heath Robbins
The Charles Hotel
Hotel Advantage / Ann Manion ©

12. Picture The Guest/Family Experience
Photo Credit http://www.heathrobbins.com
Food & Lifestyle Photographer Heath Robbins
Hotel Advantage / Ann Manion ©

13. Attract Attention
The Liberty Hotel
Boston, MA
Get a Flickr
Account &
Feed the Web Photo Credit http://www.heathrobbins.com
Food & Lifestyle Photographer Heath Robbins
Hotel Advantage / Ann Manion ©

14. Capture Your Hotel’s Unique Specialness
A Jewel in the Middle Of Philly
Hyatt at the Bellevue
Photo Credit http://www.johnbellenis.com
Luxury Hotel Photographer John Bellenis
Philadelphia, PA
Hotel Advantage / Ann Manion ©

15. Feel the Spa Experience
The Sagamore Resort
Lake George, NY
Photo Credit http://www.johnbellenis.com
Luxury Hotel Photographer John Bellenis
Hotel Advantage / Ann Manion ©

16. Picture the Mood
Photo Credit http://www.johnbellenis.com The Sagamore Resort
Don’t Make Luxury Hotel Photographer John Bellenis Lake George, NY
Pictures An
Afterthought
Hotel Advantage / Ann Manion ©

17. Broadcast Your Hotel
2008: Video = 21% of all data flowing over the Internet
2013: Video = 91% estimate data flowing over the Internet
* ICHG’s YouTube Channel
* Four Seasons Hotels and Resorts
* Mandarin Hotels
* Jordan Vineyard & Winery
Create a
Media
Experieince
Hotel Advantage / Ann Manion ©

18. Staying Out of the Chasm
The graphic above is from Geoffrey Moore’s book, Crossing the Chasm, and illustrates how new technology is typically adopted by the market.
Hotel Advantage / Ann Manion ©

19. #1. Lack of Infrastructure
Larry Weber
Author & Chairman of Web 2 Group
Managing Your Reputation
Means New Role & Jobs
Hotel Advantage / Ann Manion ©

20. #2. No Plan
1. Understand the Online
Behavior of Guests.
2. Determine Your Business
Objective.
3. Establish a Content
Strategy
4. Evolve & Adapt.

21. #3. No Sponsorship
“Scale and media buying power are no “Social media initiatives must get more
longer a decisive advantage. What than mere attention from the top.
counts today is speed and agility.” They must be sponsored from the top.
There is no such thing as a grassroots
David Meerman Scott, Author strategic initiative.”
Mark Schaefer,
Adopt a Author of the Blog GROW
Real Time
Mindset
Hotel Advantage / Ann Manion ©

22. #4. No Social Media Guidelines
* Command & Control is OUT
* Trust Your Associates
* Guidelines are Good
* Be prepared to Handle a Crisis
Read
What To Do When a Social Case
Media Power User Gripes Study
About Your Hotel Online? Hotel 71
Chicago
Hotel Social
Media Policies:
One Size Does
Not Fit All
Hotel Advantage / Ann Manion ©

23. #5. No Marketing Integration
Blend Social Media & Your Traditional Marketing
Hotel Advantage / Ann Manion ©

24. 4 Predictions
#1. Mobile Phones will deepen guest
connections.
#2. Video will make the Internet a complete
media experience.
#3. Cloud Computing will give increased access
for guests to reach information in the Internet
cloud.
#4. Social Technology will continue to explode
and employees draw power from rising peer
influence - fellow customers & employees.
Ted Schadler
Josh Bernoff
VP IT Research
VP Idea Development
Forrester Research
Forrester Research
Hotel Advantage / Ann Manion ©

25. Thank You!
michelle@revinate.com ann@thehoteladvantage.com
www.revinate.com www.thehoteladvantage.com
@revinate @HotelAdvantage
www.facebook.com/revinate www.facebook.com/HotelAdvantage
blog.revinate.com/ Subscribe Hotel Advantage Newsle=er
www.linkedin.com/in/mwohl www.linkedin.com/in/annmanion
www.youtube.com/user/HotelAdvantage
www.flickr.com/photos/hoteladvantage
annmanion.yelp.com

26. Reference Links, page 1
Slide 1 Welcome
h2p://www.hotelreputa7onmanagement.com/
h2p://www.revinate.com/
Slide 2 / Slide 18 What’s Your StarGng Point?
h2p://en.wikipedia.org/wiki/Crossing_the_Chasm
h2p://www.amazon.com/Crossing‐Chasm‐Marke7ng‐High‐Tech‐Mainstream/dp/
0066620023
Slide 3 Building Your Online ReputaGon
h2p://www.hotelreputa7onmanagement.com/
h2p://www.24hourcustomer.com/
The 24‐Hour Hotel Guest Ar7cle:
h2ps://app.e2ma.net/app2/campaigns/archived/35315/
af11e7b78c2dd01461d6bef3c02b1cc1/
Slide 4 Montelucia Resort & Spa
h2p://www.icmontelucia.com/
Slide 5: The Hotel Veritas
h2p://www.thehotelveritas.com/
Slide 6 The Charles Hotel
h2p://www.charleshotel.com/
Ar7cle, “Is Your Hotel Flying Blind on Twi2er?”:
Run Date: April 15‐21, h2p://hotelexecu7ve.com/
Slide 7: The Roger Smith Hotel
h2p://www.rogersmith.com/
Amsterdam Interview with Adam: Hotel Advantage / Ann Manion ©
h2p://www.youtube.com/watch?v=vJ486kl240&feature=related

27. Reference Links, page 2
Slide 8: The Driskill Hotel
h2p://www.driskillhotel.com/
Slides 10‐13 Visual ReputaGon
Heath Robbins Food and Lifestyle Photography
h2p://www.heathrobbins.com/
h2p://heathrobbins.blogspot.com/
h2p://www.charleshotel.com/
h2p://www.henrie2astable.com/
h2p://www.rialto‐restaurant.com/chef_jody_adams/
h2p://www.libertyhotel.com/
h2p://www.choicehotels.com/
Slides 14‐16 Visual ReputaGon
John Bellenis Luxury Hotel Photographer
h2p://www.johnbellenis.com/
h2p://blog.johnbellenis.com/
h2p://www.philadelphia.bellevue.hya2.com/hya2/hotels/index.jsp
h2p://www.thesagamore.com/
Slide 17 Broadcast Your Hotel
h2p://www.realviewtv.com/
h2p://www.youtube.com/user/jordanvineyard
h2p://www.youtube.com/ihgplc
h2p://www.youtube.com/user/mohotels
h2p://www.youtube.com/user/fourseasons
Slide 19: Lack of Infrastructure
h2p://www.w2groupinc.com
h2p://www.amazon.com/S7cks‐Stones‐Digital‐Business‐Reputa7ons/dp/0470457384
h2p://www.marke7ngtothesocialweb.com/

28. Reference Links, page 3
Slide 20 No Plan
h2p://www.forrester.com/Groundswell
Slide 21 No Sponsorship
h2p://www.businessesgrow.com/blog/h2p://www.davidmeermansco2.com/
h2p://www.davidmeermansco2.com/
Slide 22 No Social Media Guidelines
“Social Media Policies: One Size Does Not Fit All”, Run Date Feb 11‐17, h2p://hotelexecu7ve.com/
h2p://www.hotel71.com/
Case Study of Hotel 71 Chicago:
h2p://app.e2ma.net/app2/campaigns/archived/35315/4cdc3b655df7f749d2853fc9b6ec13cb/
How Social Media Has Changed the Hotel Business Blog:
h2p://www.spinsucks.com/social‐media/how‐social‐media‐has‐changed‐the‐hotel‐business/
Slide 23: No MarkeGng IntegraGon
h2p://chicagoregency.hya2.com/hya2/hotels/index.jsp
h2p://www.kierlandresort.com/
Slide 24: PredicGons
h2p://www.forrester.com/empowered
Slide 25 Thank You For Joining Us
Would you Recommend this Webinar to a Colleague?
Tweet @hoteladvantage
Tweet @revinate