2. Social Media Marketing
(Hospitality-Driven Marketing)
• Relationship building & customer satisfaction
• Long-term value over short-term sales
• Seeking permission & Serving Needs
– Spam vs. mailing list
• Metrics
• Extremely Targeted & Heavily personalized
– one-to-one relationship that the customer expects
– Tracking customer behavior
• Direct engagement to create brand advocates and
spread word-of-mouth
3. Facebook - Overview
• 800 million active users
• USERS amass an online network of
friends, family, acquaintances & then post content/info
that gets shared with them
– Profile – display your personal info and keeps record of all
your posts
– News Feed –constantly-updating stream of your friends’
posts
• Pages – business profile
– “Friend” the person, “Like” the page to subscribe
– The posts of the business show up in the news feed of the
subscribers
4. Facebook - Hotels
• Marco Island
– Marco Beach Ocean Resort – 567 likes
– Marco Island Marriott – 5,659 likes
– Marco Island Hilton – 847 likes
– The Boat House – 279 likes
• Naples
– Naples Beach Hotel – 4,016 likes
– Ritz Carlton of Naples – 16,689 likes
– Naples Grande – 1,994 likes
– Bellasera Hotel – 557 likes
– LaPlaya – 4,597 likes
– Inn on Fifth – 679 likes
9. Facebook – Status Updates
(or: what the hell do we post?)
• Hotel
– Engaging Content – Pictures & Videos
• Holidays, Staff, Beach
– Seasonal deals & Specials
– Facebook Fan Promotions
– Upcoming events, concierge’s tips
• Sale e Pepe
– Post new menus, pictures of special dishes
– Special deals – ½ off Happy Hour Bar Bites
– Click Rate
– Number & Quality of Reviews (not necessarily the star value)
– Paid Listing
14. Facebook – Status Updates
What do people like to share w/ friends?
• Pictures
– Family – spouse, kids, parents, pets
– Special Events, Social Life, Holidays
– Themselves (exercise in narcissism)
• Share Content
– News articles – political, business, entertainment
– Videos & Pictures – funny, inspiring things they find online
• Personal News & Announcements
– Where they are, what they’re doing – Vacation & Travels
– Random quotes, happenings & observations about life
• Feedback
– Emotional: praise, condolences, anger
– Critical: complaints, suggestions, appreciation
17. Who are our customers?
Jonathan Hill Stephen C
• Miami, Florida • Columbus, Ohio
• Professional Videographer • Married
• Married (Chari Meltzer)
• Dog-owner & pet-lover
• Anniversary (Jan 18, 1998)
• Two Kids • Very Political (Republican)
• Jewish • Likes going to Star Wars &
• Likes Boating/Fishing comic book conventions
• U.S. Army Vet • 232 Facebook Friends
• UMiami Football Fan
• 289 Facebook Friends
This is by just looking at their Facebook pages.
Imagine if we googled them!
21. Facebook – Actions
• Prepare Content for Posts
– Publishing Calendar
• Reply to all guest comments
– Reply to all guest comments, especially when
something special
– Answer any questions they may have
• Track Customers
– Demographically via “Insights” metrics
– Learn more about individual guests, especially repeat
visitors & active facebook participants
22. Facebook – Goals
• Set a milestone for subscriber base
– Push in-room and in-restaurant promo campaigns to
increase our Facebook fan-base
– Incentivize being active subscribers to our page
• Collect Relevant Customer Data
– Facebook info, Hotel visit & spending patterns
• Begin targeted marketing campaigns
– Via personalized e-mail blasts & one-to-one via
Facebook (for their friends to see)
– Reward guests for being advocates of our business
23. Twitter
• 300 million users
• Twitter users post messages openly or
directed toward other users – “tweets”
• Profile – list of all our tweets
• Stream – list of all our followed users’ tweets
• “tweets” are publicly searchable
– Returns up-to-moment results for who is talking
about “Marco Island”
24. Yelp - Overview
• Local Directory & Review Site
– Mobile App, Location-Based, Siri for iPhone
– 61 million site users, 5 million mobile app users
• Search Results & Ranking
– Location (mile proximity using phone app)
– Listing Content
– Click Rate
– Number & Quality of Reviews (not necessarily the star value)
– Paid Listing
• Yelp Review Filter – Authentic natural reviews
– Active “Elite” users carry high value
• User has a Yelp profile and reviewed multiple businesses in the area
• Value comes from how much time you invest in the site (number of friends & reviews)
– “Encouraged” reviews by the business have little or no value
– Fake Reviews negatively effect score
– Rare Extremes (1 star & 5 star) do not carry as much weight
25. Yelp – Review Filter
• Services filter what they believe are “Untrusted” reviews
• In order for reviewers to seem more legit, they most likely have to:
– Subscribe as user to Yelp & fill out as much personal content as possible
– Connect with friends
– Post multiple reviews at variety of venues & locations
– Post user picture
26. Yelp – Marco Island
• Hotels
– Marco Island Marriott*
Rank # 1, 4 stars, 35 reviews
– Marco Island Hilton*
Rank #2, 3.5 Stars, 9 reviews
– Eagle’s Nest Beach Resort
Rank #3, 5 stars, 1 review (very elite user)
– The Surf Club
Rank #4, 5 stars, 1 review (somewhat active user)
– Marco Beach Ocean Resort
Rank #5, 3.5 stars, 4 reviews
*Marriott & Hilton have special affiliations with Yelp
27. Yelp – Marco Island
• Italian Restaurants
– #1 Da Vinci Ristorante Italiano (4 stars, 28 reviews)
– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)
– #5 Sale e Pepe (4 stars, 9 reviews)
• Restaurants
– # 1 Kurrent’s Restaurant (4 stars, 11 reviews)
– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)
– #3 Verdi’s American Bistro (4.5 stars, 24 reviews)
– #4 Da Vinci Ristorante Italiano (4 stars, 28 reviews)
– #7 Sale e Pepe (4 stars, 9 reviews)
33. Yelp – Deals
• E.g. Groupon, Living Social
• Purchased online
• No upfront; Yelp retains 30% of the discounted
price from each deal sold
34. Yelp - Actions
• Make sure listings are accurate
– Hotel & Restaurant amenities, prices, hours of
operation
• Respond to ALL reviews
– Show appreciation and respect to ALL customers
– Comments are PUBLIC
– show efforts to correct a Negative experience
• Attract Elite Reviewers
– Yelp isn’t kidding about this (http://www.yelp.com/elite)
35. FourSquare - Overview
• 10 million registered users
• Completely Mobile location check-in app
• Using GPS, people check-in
• Users’ check-ins are announced to friends via
facebook & twitter (Hey, guys– I’m here now!)
• Businesses can reward regulars in the site via
running special deal campaigns
• Track overall check-ins & individual users
37. Trip Advisor - Overview
• 50 million users monthly
• Owned by Expedia
• Like Yelp, reviews are weighted:
– Contributor’s time on the site
– Number of reviews they’ve posted
– Variety of places they’ve reviewed
– Distribution of votes
38. Trip Advisor – Marco Island
• Hotels
– The Boat House Motel
Rank # 1, 4.5 Stars, 245 reviews
– Marco Island Marriott
Rank # 2, 4.5 stars, 696 reviews
– Marco Island Lakeside Inn
Rank #3, 4.5 Stars, 200 reviews
– Marco Beach Ocean Resort
Rank #4, 4.5 stars, 369 reviews
– Marriot’s Crystal Shores
Rank #5, 4.5 stars, 97 reviews
– Hilton Marco Island Beach Resort
Rank #7, 4 stars, 563 reviews
39. Trip Advisor – Marco Island
• Italian Restaurants
– Sale e Pepe (rank # 18, 4 stars, 55 reviews)
– Arturo’s Ristorante Italiano (# 21, 4 stars, 63
reviews)
– Da Vinci Ristorante Italiano (#8, 4.5 stars, 263
reviews)
• Restaurants
– Verdi’s (#4, 5 stars, 163 reviews)
– Café de Marco (#9, 4.5 stars, 133 reviews)
40. Customer Relationship Management
• Gather Metrics
– Top guests by number of visits & dollars spent per visit
– Top diners by number of visits & dollars spent per visit
• Build Customer Profiles
– Contact, relevant info, personal preferences
– Interactions that our staff has with guests
– Social Networking
• Launch New Marketing Strategies
– Integrated into service & customer experience
– Extends beyond the guests’ stay
Editor's Notes
We’re going to talk about our different social media tools that are out there, how we can use these sites,
ChefGuiliano on Chopped
Simple as a great photo
Holidays
Holidays
Creative, trying new things, taking risks
Next few months it will be even easierThe information that people make public – purposefully or mistakenly – will be so easily accessible that you literally be able to look at a map and see where a person likes to go.
Next few months it will be even easierThe information that people make public – purposefully or mistakenly – will be so easily accessible that you literally be able to look at a map and see where a person likes to go.
Next few months it will be even easierThe information that people make public – purposefully or mistakenly – will be so easily accessible that you literally be able to look at a map and see where a person likes to go.
Unlikefacebook, where a lot of the content is restricted, hard to access
