Presentation for Hotel Marketing Association @RadissonBlu Leicester Sq. Making these slides available for download for 24 hours. Feel free to help yourself as long as you reference @Adobe. Thanks to everyone who turned up. Great event.
Thoughts and advice and a few observations for us to talk aboutâŠ..[Will post on slideshare]
Check manually or look at http://www.socialbakers.com/facebook-pages/tag/travel/
Hilton Honors program â 758k fans â 0.2% engagement rate. LOYALTY!!!!$1 per fan???? $758K invested???
Advice to Hilton â Read ZAG!
NOT ABOUT YOU ANYMORE ï YOU DONâT OWN YOUR BRAND!
Not. hard and REALLY expensive.SMWLDN â just showed how many people are still REALLY bad
2 most powerful wordsWords from Radisson Blu after I tweeted en routeAverage 165 friends on Twitter1 â 165 - 27,225 â 4.5m (4 generations)They own community mgmt â in house ï Real time Jamie Oliver â 160 companies
Advice to our clients90:10 ï 10-15 hours everyday â commmgmtDo what you LOVE ï Doesnât feel like workRegardless of the size your audience ï AttitudeBusiness case for social for more community managers
Red Bull gives you wiiiiiingsFlugtag!!!! ï 2nd biggest in the world ï PTAT (0.8%)Anyone know the biggest Facebook page?
Coke â biggest brand in the world?Anyone know whatâs special about it?They donât own itYOU ARE NOT IN CONTROL OF YOUR BRAND ANYMORE
Be foxy â stop focusing on one big thing (purple cow)Lots of tiny small improvementsNot always huge technological advancements - GregoryâSuccess ... seems to be connected with action. Successful men keep moving. They make mistakes, but they don't quit.â â Conrad Hilton
6-7 minutesDigital DarwinismNot survivial of the fastest anymoreMarginal gainsSame with Hyatt / Saudi Airlines / Disney / Vodafone
Voted the best customer service program in the world
Unlike Nike Town â museums of product not required to make a profit??????Cathedrals â Steve made them move pillar in regent st store to fit in his (trademarked staircase).
Marriott ï Refuse to do last minute deals and donât haggle (we will not train the cx into thinking they donât need to book in advanceâ.Data driven decisions ï Adobe 19 billion ï âRight message to the right person at the right timeâPredictive publishingPredictive moderationOrlando world centre
Hotel MoneyballBurj-Al-Arab-Jumeirah-DubaiWorlds only 7 star hotel?$650m to buildRoyal suite $18,776 per night (free with a tweet??)
Hotel Moneyball
Ultimate Question 2.0I report into specialist consulting boss âemerging technologiesâ ï Adobe Research LabsTweet emotion (behaviour + emotion + sentiment)Advertising.Twitter.comDeloitte / Crimson Hex / Nielsen / GfK = 30%+ sentiment ï 2.7x more sales than 30% increase ATL spend
Hotel Lincoln â Chicago â opened March 2012Community mgmt grows salesAverage business exec from a specific âcustom audienceâ visited once every 30 days (12 times per year)Better commmgmt (posting & conversation strategy) = reduced that to once every 21 days (17 times per year)LVC = increase of over $1,000 per guest per year for an investment Canât give specifics but you get the ideaâŠhttp://www.fodors.com/hotel-awards/2012/local-experience/hotel-lincoln
Be our guest - Disney
Be our guest - Disney
Ace hotel NY
If you want to talk about Adobe social that does a lot of the things weâve just discussedâŠ.