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Hotels And Social Media

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Hotels And Social Media

  1. 1. Social MediaWith a Little Hospitality<br /> Providing guests with truly personalized service<br /> …in an hour (or so) a day<br />
  2. 2. What is Social Media?<br />Facebook<br />Twitter<br />LinkedIn<br />Flickr<br />Social Media is a buzz term for a web based conversation that relies on and revolves around media – written, photographed or filmed.<br />
  3. 3. Social Reviews<br />Social media has formed a great platform for user generated reviews. <br />These five sites alone <br />receive 70 million unique <br />visitors a month. <br />Social review sites are more likely to show up in search engine results, due to the volume of content and frequency of updates.<br />*Compete.com, Traffic Statistics, September, 2009<br />
  4. 4. Customer Service Platform<br />Companies, new and old, are taking advantage of this unique opportunity to engage with customers and provide a level of customer service unparalleled at any point in history. <br />
  5. 5. Why Should I Care?<br />80% of Americans use social media monthly.<br />Of those using social media, 75% rely on social reviews when making purchasing decisions.<br />More than half of frequent travelers check online reviews before making a hotel reservation.<br />*Forrester, The Broad Reach of Social Technologies, August 25, 2009<br />*BusinessWeek, Does social media sway online shopping?, August 31 2009<br />*BazaarVoice, Power of Word of Mount, 2009<br />
  6. 6. TripAdvisor<br />Tweets!<br />Yelp!<br />TripIt!<br />MyTravelGuide<br />Facebook<br />FanPage<br />TravelPost<br />Hotelicopter<br />Blog Posts<br />Oyster<br />But I have a hotel to run!<br />
  7. 7. You can do it!<br />You already do!<br />
  8. 8. Three Steps to Success<br />1<br />2<br />3<br />Outreach &<br />Engagement<br />Creative <br />Customer Service<br />Your Story<br />
  9. 9. Your Story<br />What is your hotel’s personality?<br />What is the history of your hotel?<br />How do you convey this message currently?<br />
  10. 10. Your Story<br /> Three Rules of <br /> Social Media:<br />Be human<br />Be interesting<br />Be relevant<br />
  11. 11. Your Story<br />Blogs, Twitter, Facebook! It can be overwhelming.<br />Assign roles and responsibilities to every member of your team.<br />Conduct training on the company story and rules of social media use.<br />Quality over quantity – focus on a few social networks and assign manageable daily tasks.<br />
  12. 12. Outreach and Engagement<br />Facebook ads allow you to micro-target prospects based on detailed demographic information, geography and information listed in their profile.<br />FacebookFanPages are a great place to organize a pre-existing community. Fans come together and opt-in to receiving information from your brand. <br />
  13. 13. Outreach and Engagement<br />
  14. 14. Outreach and Engagement<br />Google Local is the most common way to locate brick and mortar businesses.<br />Doing a search for “Hotels in Seattle” the local/map search results appear before TripAdvisor or any other website.<br />Visit http://www.google.com/local/add/ to ensure your hotel shows up in Local Search and get access to powerful, free analytics.<br />
  15. 15. Outreach and Engagement<br />Online review sites are the most important piece of hotel marketing.<br />These sites have the power to persuade people to stay, or stray, from your hotel. <br />Make sure that your voice is heard, and encourage your regular guests to support your brand.<br />Registered Users: 6 Million<br />Monthly Visitors: 24 Million<br />Number of Reviews: 25 Million+<br />
  16. 16. Outreach and Engagement<br />People are NOT just finding hotels on TripAdvisor. Other major outlets include:<br />Social Review<br />Editorial Review<br />
  17. 17. Outreach and Engagement<br />Social Review Optimization<br />Start by unlocking the business owner tools on as many sites as possible. <br />Fill out a thorough profile with your hotel’s history, photos and other interesting information.<br />Turn on email alerts for the sites you choose to engage with so that you are notified whenever a new review is posted. <br />Feel free to (politely) respond to both positive and negative reviews.<br />
  18. 18. Outreach and Engagement<br />Social Review Optimization<br />Most social review websites use an algorithm to filter out reviews that are potentially fake. <br />This algorithm relies on two main pieces of information:<br />Reviewer Authenticity – Is this one of the user’s first reviews? Does the user post a few reviews and never return?<br />IP Address – Are there more than one users on a network posting reviews of the same hotel in the same week?<br />
  19. 19. Outreach and Engagement<br />Social Review Optimization<br />If you answered “Yes,” the reviews will be flushed out of the site, whether they are real or not.<br />Best practices call for you to avoid soliciting or syndicating reviews.<br />If you plan to ask regular guests for reviews, be sure to keep this information in mind. <br />
  20. 20. Creative Customer Service<br />
  21. 21. Creative Customer Service<br />Twitter is a great place to generate excitement.<br />It is an amazing customer service opportunity.<br />Put a personality behind your Twitter handle.<br />
  22. 22. Creative Customer Service<br />Hyatt Hotels became the first company to launch a 24/7 Twitter Concierge to service all of their hotels.<br />Monitoring Twitter for mentions of your hotel will present you with many chances to proactively respond to complaints and promote praise.<br />
  23. 23. Creative Customer Service<br />Social media presents a great opportunity to learn about your guests.<br />For truly personalized service track your guests on Twitter before, during and after their stay. <br />Many CRM systems now integrate with Twitter to allow for seamless monitoring. <br />
  24. 24. Creative Customer Service<br />Remember that your guests are not only active on Twitter – many have blogs and other social media accounts. <br />A quick Google search leads to tons of valuable information that will allow you to personalize their stay. <br />
  25. 25. Creative Customer Service<br />
  26. 26. Building a Plan<br />Begin by defining your hotel’s goals – increasing sales, improving customer service or generating publicity. <br />Next choose the social networks you will focus on.<br />Finally compile a 6-month plan, committing you and your staff to a social media routine. Remember this is a marathon not a sprint. <br />
  27. 27. Creating a Schedule<br />Next assign social media responsibilities through out the organization. <br />Getting the whole team involved makes the process more manageable and endows individual team members with personal responsibility for the brand. <br />Create a schedule committing individuals to ½ to 1 hour of social media work a day. <br />
  28. 28. Finding the Tools<br />Finally ensure the right tools are in place.<br />Use Google Alerts to receive email notices any time your hotel is mentioned online.<br />http://google.com/alerts<br />
  29. 29. Finding the Tools<br />Twitter Search is a great way to search the Twitterverse for mentions of your hotel on a weekly basis.<br />http://search.twitter.com/<br />
  30. 30. Finding the Tools<br />CoTweet is an excellent way to have more than one person manage more than one Twitter account. <br />http://cotweet.com/<br />
  31. 31. Finding the Tools<br />TweetFeel allows you to track the sentiment of the Tweets posted about your hotel in real time. <br />http://www.tweetfeel.com/<br />
  32. 32. The Opportunity<br />To tell your hotel’s story to the world.<br />To actively engage with future and past guests on an ongoing basis.<br />To provide unrivaled customer service by learning about guests and anticipating their needs.<br />To involve your entire team in building your brand.<br />
  33. 33. “I stayed in a really old hotel last night. They sent me a wake-up letter.”<br />Steven Wright<br />American Comedian<br />1955<br />
  34. 34. SmarterSocialMedia.com<br />Twitter.com/SmarterSM<br />(888) 400-5995<br />Bryce Maddock<br />Bryce@SmarterSM.com<br />Twitter.com/BryceMaddock<br />

Notizen

  • This conversation allows people to have a voice and to hear what the masses have to say.
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