Workshop Social Media for managers in the hotel and travel business. By Ful Group in Antalya, Turkey.

1. Peter Langela
@peterlangela
social media: toy or tool?
does your hotel
benefit from
social media?
copyright © 2012 by Peter Langela

2. offered to you by
www.full-group.com
copyright notice
Any rights and privileges, including but not limited to copying, publication, or distribution for a fee or
for free, are reserved by Peter Langela (1962) and require his explicit permission in writing. The
pictures and diagrams in this presentation are partly found via Google. This presentation is intended
for exclusive personal use by Peter Langela and not for reproduction, distribution or publication in
any way or any form.
copyright © 2011-2012 by Peter Langela
all rights reserved
www.facebook.com/peterlangela
@peterlangela
info@peterlangela.com
www.peterlangela.com

4. 3 internet trends
search mobile social media

5. search
•
Four billion searches a year on Google are for hotels
•
32% of all hotel bookings begin with a search on Google
•
Google Penguin 2.0 drive
SEO companies in Panic Mode

6. mobile
more mobile internet
users than desktop
users in 2012
Morgan Stanley Research
mobile devices will overtake PCs as the most common
Web device for research and bookings by 2013 (Google projection, 2012)

7. mobile

8. mobile

9. mobile

10. and what about social media?

11. social media is redefining life
how we work

12. social media is redefining life
how we travel

13. social media is redefining life
how we share

14. social media is redefining life
how we create

15. social media is redefining life
how we book

16. social media is redefining life
how we complain

17. social media is redefining life
how we celebrate

18. social media is redefining life
how we influence

19. social media is redefining life
and even how we …

20. it’s all about social media!

21. what is social media?
online applications where:
1. persons communicate with other persons
2. persons create the content
3. persons share knowledge, information and
opinions

22. and why use it?

23. social media is in the DNA of hoteliers
•
used to have
direct customer
contact
•
used to
word of mouth
marketing

24. online review reputation and revenue
the link between an online review reputation and
revenue is increasingly clear
“1 point increase in a review score
equates to a 9% increase
in average daily rate (ADR)”
http://www.hotelnewsnow.com/Articles.aspx/8649/Emerging-distribution-channels-add-variety

25. http://blog.hubspot.com/blog/tabid/6307/bid/33420/How-Marketing-Evolved-Into-Something-People-Actually-Love-VISUAL.aspx#

26. more people ignore 1-way communication

27. it’s all about trust

28. it’s all about trust

29. you can listen instead of shouting
with social media
you can
listen &
interact

30. cost effective
over
40 million
fans on one
single
social media
site

31. you know the url
you search via
Google
SEO – better Google ranking

32. your competitors are (will be) there!
… so be there
as well!!

33. what you get is what you see
website social media

34. L2 digital IQ index: Travel
April 26, 2011 by L2 thinktank for Digital Innovation

35. let’s take a look to social media

36. weblog
social
bookmarking microblog
let’s take a look to social media
review sites social
networks
photo & video location
sharing sharing
collaboration

37. weblog
online live journal
share information and
expertise
build your image as an
expert

38. weblog
online live journal
share information and
expertise
build your image as an
expert

39. need a break?

40. microblog
fast and easy updates with
short messages
spread news fast
generate engagement and
website (reservation) traffic

41. personal social network
connect with friends and
business associates
convert friends and fans to
customers
pages for business use
(marketing and
communication)

42. professional social network
social network for business
professionals
expand your network via
your relations
permanent online
businesscard and CV

43. professional social network
social network for business
professionals
expand your network via
your relations
permanent online
businesscard and CV

44. location sharing
share location by check-in
give incentives to
visitors to loyal
customers
communicatie with persons
in your venue

45. social bookmarking
tag and share
Pinterest is now generating as more web traffic referral as Twitter
bookmarks online
Has over 18.000.000 users
create interest boards
80% of the users are women
I expect as Pinterest moves out of limited beta that the gender curve will even out a bit
find interesting and
relevant sites
(and have your site found)

46. hotel review sites
•
review and rating hotels
•
customers share opinions,
compliments and
complaints
•
manage your online
reputation

47. hotel review sites
•
review and rating hotels
•
customers share opinions,
compliments and
complaints
Chris Anderson is an associate professor at the Cornell School of Hotel Administration . Prior to his
appointment in 2006, he was on faculty at the Ivey School of Business in London, Ontario Canada.
http://www.hotelnewsnow.com/Articles.aspx/8649/Emerging-distribution-channels-add-variety
•
manage your online
reputation

48. photo sharing
share pictures with friends
and business contacts
build a central picture
archive / re-use on website
and social networks
redirect to website and
facebook

49. video sharing
people like watching video
well indexed by Google
re-use video on website and
social media (Facebook)
-> every day 500 jaar on YouTube
video time is watched on Facebook!

50. wow!
72 hours of video uploaded
every minute
4 billion views per day
among most used sites
worldwide

51. smart TV YouTube via the
internet connected remote control
YouTube conquer the livingroom

52. YouTube results in Google

53. … impressive, most impressive

54. your audience

55. What about Klout?
The Klout Score, a number between one and 100, is a representation of your overall social
media influence.

56. hotel review sites

57. hotel review sites

58. more direct bookings on your website
•
95-97% leave the hotel website without doing anything
•
40% of consumers that leave hotel websites to a
reviewsite end up booking a room at another hotel
•
consumers are willing to pay more (38%) for hotels with
online reviews that indicate superior service
http://www.tnooz.com/2012/07/17/how-to/three-ways-hotels-can-drive-revenue-keeping-a-close-eye-on-social-media-data/

59. why should I respond to reviews?
2010 Q4 Forrester/TripAdvisor Custom Online Survey

60. what should I say?
•
thank the reviewer
•
apologize if something went wrong,
-> and say how you’re following up (and do it!)
•
If a review is offensive or irrational, you may choose to
disregard it
•
Intel’s social media policy;
-> responding to “the Good, the Bad, but not the Ugly”.

61. how can I cope with bad reviews?
•
realize that: “At some point every business receives
negative criticism, sometimes unjustly so”
-> it’s hoteliers (not travellers) who obsess over bad reviews
•
criticism adds authenticity and sets expectations
•
show leadership:
-> listen, learn, support your team and soldier on

62. how can I improve my rating and ranking?
•
quality and volume of reviews
•
recent reviews have greater weight than old reviews
•
the only sure way to increase ratings:
-> exceed guest expectations time and again
•
keep your listing up to date and complete
•
… and don’t be shy about asking for reviews

63. false or fake reviews
according to Daniel Edward Craig
•
Post a response to diplomatically set the record straight
– Inaccurate information is ofen the result of a
misunderstanding rather than mean-spiritedness
– never accuse a reviewer of dishonesty
•
TripAdvisor has a zero tolerance policy for fraud and
has sophisticated tools for detecting it
– never post fake reviews!

64. need a break?

65. mini-workshop: Facebook

66. Page or Profile
page profile
•
as a company or organization • as an individual
• Friend as a connection
•
Fan as a connection • max. 5.000 friends
•
unlimited fans • no ads
•
ads • no stats
• no indexing
•
stats
•
indexing by Google

67. Friend or Fan
profile (person) page
•
persons can ‘like’ apps, pages • pages can ‘like’ other pages
and content (text, video,
photo)
• pages cannot like persons
•
a persons that ‘like’ a page
will be a fan of that page • a page cannot get into a
•
a person can be a friend of connection with a person
another person

68. Wall or News feed
wall news feed
•
overview of your activities • updates and activities of
(profile of page) your friends
• updates of pages you ‘like’
•
messages that others put on (you are fan of that page)
your wall

69. the new Facebook Timeline

70. create a personal profile
•
visit http://www.facebook.com
•
make a personal profile
– use your own name
– Don’t use a fantasy name (it’s not allowed and not professional)
•
visititors of a fanpage cannot see who the administrators are

71. make a page
•
goto http://www.facebook.com/pages/create.php
•
it is not allowed to make a page in name of a company if you are
not it’s official and legal representative
– in this case you could use a group page
– if someone is using you companyname or brand name you can file a
complain at Facebook

72. choose the proper page type
Local business or place Artist, band or public figure
companies with one loction page of and artist or a movie
star
Company, organization of Entertainment
institution
like a movie, TV channel or
larger companies with more concert
branches
Cause or community
Brand or product
group managed by fans but not
brand or product of a company by a/the company or
organization

73. choose the name of your Page
•
choose the name carefully
•
the name will be part of the URL
– important for good Google indexing (SEO)
•
you cannot choose products or services as a name
– also not Pizza, Advice, Tires
•
the best is to choose your company name (or brand name)
– Coca Cola cocacola http://www.facebook.com/cocacola
– Ford Cars ford http://www.facebook.com/ford
– Heineken Beer heineken http://www.facebook.com/heineken

74. add more information
•
fixed format depening on
the choosen page category

75. claim your Facebook url
•
you can claim your Facebook url when you have at least 25 fans
– like www.facebook.com/cocacola
•
use your Facebook url in online and offline communication
– website, business card, print add, brochures
•
take care: You change the choosen name later but only once!
– so you cannot correct spelling mistakes!
•
your pagename (the part afer www.facebook.com/...) cannot be
shorter than 6 characters

76. add content
write headlines that
make people want
to read the rest of your article
write regularly and consistently
produce inspiring, educational and awesome content that is so compelling
that people want to share it

77. create a landing page
•
install this app: “Static HTML iFrame Tabs”
– go to the Facebook page http://on.fb.me/k77Ak8
– click on this button:
– choose the page waar you want to add the new tab
•
on your Facebook page a new Tab named
“Welcome” is now available

78. getting started

79. registration
Choose the social networks you want to use
•
Twitter 3-8 per day
•
Facebook Page 3-5 per week
•
Weblog 2-8 per month
•
Pinterest 3-7 per day
•
YouTube 1-4 per month
•
Flickr 1-2 per week
•
FourSquare ad-hoc
•
Scannen en Monitoren 1-2 dayly

80. when to tweet?
http://www.whentotweet.com/

81. when to tweet?
http://www.tweriod.com

82. what’s in a name?
register your name
(before someone else does!)
www.namechk.com
choose your real and
meaningfull name

83. determine your keywords
• make a list of your most important keywords
•
(think like the person behind Google)
•test your keywords
•
Google trends
•
Google search
•
social media sites
• use your keywords in
•
#hashtags on Twitter
•
titles in weblogs and updates on Facebook
•
Pinterest board names
•
tags for photo and video
-> make sure your keywords end up in the urls!

84. bepaal je keywords
• bepaal je belangrijkste zoekwoorden
•
(verplaats je in de persoon die zoekt in Google)
•test je keywords
•
Google zoekmachine
•
Google Insight
•
social media sites
•gebruik deze zoekwoorden in
•
#hashtags op Twitter
•
titels in weblogs en updates op Facebook
•
namen van prikborden op Pinterest
•
tags bij foto’s en video’s
zorg ervoor dat je keywords in de url terecht komen!

85. use short links
•
url shortener http://bit.ly alow you to:
– collect and organize links
– shorten and share links
– analyze the usage of your links
– use the API in thirds-party tools
•
other tools from Goo.gl, Tiny.cc, Ow.ly a.o.

86. create and collect relevant content
•
Use your own sources
Weblog – YouTube – Flickr
•
Top post on
Facebook – Twitter – Pinterest
•
Collect relevant RSS feeds in Google Reader
Read and understand the content you post

87. I like Bufferapp.com
•
schedule and share your social content
•
publish to Facebook and Twitter
– use multiple accounts
– teammembers can add content
– basic version is free

88. I like Bufferapp.com
•
schedule and share your social content
•
publish to Facebook and Twitter
– use multiple accounts
– teammembers can add content
– basic version is free

89. tools: Reninate

94. don’t forget to be personal
•
use your smartphone for personal tweets from
time to time
– funny but relevant situations
– show what you are proud of in your business
– make people smile

95. don’t forget to be personal
•
use your smartphone for personal tweets from
time to time
– funny but relevant situations
– show what you are proud of in your business
– make people smile

96. sentiment and engagement framework
Fans Positives Neutrals Negatives Haters
prejudices
acquisition perceptions
content succes stories
wiifm? bugs & flaws
temp problems
i want to make It should be it cannot be
sentiment it’s great it could be better
it better better better
embrace engage isolate
action feed & & neutralize ignore
celebrate activate learn
Steven Van Belleghem - InSites Consulting

97. they love you
fans
what ever you say:
it’s ok
feed them with
news and gifs
they talk
about you

98. they talk positive
positives
they like your brand embrace and
involve these
they try to help people
improving your brand
positive critics

99. they sleep well without you
neutrales
activated by an advantage activate them
offer something
wiifm
what’s in it for me?

100. they spread bad words :-(
negatives
they think you neutralize
must improve &
respond positive
on their negative
comments
negative critics

101. they lost all confidence
haters
they are convinced avoid them
you cannot do learn why
it right
what ever you say is wrong

102. Peter Langela
@peterlangela
social media: toy or tool?
does your hotel
benefit from
social media?
copyright © 2012 by Peter Langela