social media & hospitality presentation for hsmai oregon
DESCRIPTION
Why is social media important for businesses and how can it be leveraged for the Hospitality industry? Answering all of these questions, including some easy tips to get started on improving social media today. Originally developed and presented for Hospitality Sales and Marketing Association International's Oregon chapter. Questions: [email protected]TRANSCRIPT
HSMAI SOCIAL MEDIA
#HSMAIpdx
Why social media?
Setting the Stage
• 85% of leisure travelers use their smartphones while abroad
• 32% of U.S. travelers frequently blog about their experience
• 92% of consumers say they trust word of mouth over all forms of advertising
• 52% say friends’ photos inspired vacation choice and travel plans
• 76% post photos on a social network(s) while on vacation
• Of people who use social media to research travel plans: 33% changed hotel 33% changed resorts 7% changed destination 5% changed airline
• Post-vacation, 46% of people review their hotel experience
Agenda
Hospitality & Social Media
Check-in Promotion
Customer Service
Broadcasting
Digital Concierge
ORM
Low-hanging Fruit
Questions?
The Digital Concierge
The Originator
Dinner Plans?
Events?
Questions?
Check-in Promotion
Foursquare
• Deals from the organization or local partner
• Flexibility in what and who you reward
• Optimized for word-of-mouth
Facebook Places
Google+
Bottom line: Rewarding social behavior and encouraging customers to explore your online presence.
Customer Service
Phone
• Point of fear for many people
• Not as easy for customers to be honest
• Expensive• One customer at a time
Social Media
• Feedback on customer experience
• General information on consumer wants
• Easy and quick for the customer
• Cheaper for the organization • Public customer service sells
itself• Online reputation
management
ORM ExamplePt. 1
Heard about you on Yelp! Looks good.Why not give it a shot? Excited to try it out.
ORM ExamplePt. 2
Angry barista!
ORM Example Pt. 3
We’re on Facebook and Twitter!
All the places I can burn you!
Broadcast
Promotions
• Many customers are looking for deals• Discount hard-to-book inventory • Consider socially-integrated sweepstakes or content to
drive engagement • Boost sales
Leverage Visuals
• Share photos of the customer experience• Record video of the property and amenities
Low-hanging Fruit
Web; Facebook; LinkedIn.
Trip Advisor Widgets• Web – encourage and display reviews• Facebook – display reviews• LinkedIn – display reviews
Apps for Facebook
• Don’t make the customer leave Facebook to book • Consider one or more of the applications below
Revitalize Social Media
Next steps
• Hyatt, @HyattConcierge • Mariott International • Hilton, @HiltonHelp• Travel Portland• Seattle• WK+
Brands to Research
Feed Reader• Feedly• Google Reader
Social Media Scheduling
• Hootsuite• Buffer
Resources
• Social Media Club PDX• Thoroughly Modern Marketing, TMMpdx
Set Goals
Measure
Repeat
Questions?
Social Media Tips
• Social norms apply in social media • Balance sharing and discussion • ‘Mention’ others you reference • Lead important tags with “#” • Use short links • Thank followers • Tweet regularly (3x/day) • Pause before you post • Respect proprietary information and content• Lead with your guiding behaviors and other policies• Create a feed for news, articles, and content to share • Queue 3 posts in the morning • Reply as a second priority • Create a content calendar with ideas • Welcome and engage colleagues• Train • Monitor and engage• Share knowledge • Refer colleagues and peers• Create opportunities• Be responsible