Full Group Antalya - handout social media workshop 2012

social media: toy or tool?

does your hotel benefit from social media?

Peter Langela@peterlangela

copyright © 2012 by Peter Langela

3 internet trends

search mobile social media

search

• Four billion searches a year on Google are for hotels

• 32% of all hotel bookings begin with a search on Google

• Google drive SEO's In Panic Mode

mobile

more mobile internetusers than desktop users in 2012Morgan Stanley Research

mobile devices will overtake PCs as the most common

Web device for research and bookings by 2013 (Google projection, 2012)

it’s all about social media!

what is social media?

online applications where:

1. persons communicate with other persons2. persons create the content3. persons share knowledge, information and

opinions

and why use it?

social media is in the DNA of hoteliers

• used to have direct customer contact

• used to word of mouth marketing

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

social media more effective than a website

“The manpower once devoted to the site is being redirected toward the department’s social media assets, which use Twitter, Facebook and YouTube”

IIP Deputy Assistant Secretary Duncan MacInnes called it a shift to a “more proactive” web engagement strategy

more people ignore 1-way communication

it’s all about trust

it’s all about trust

you can listen instead of shouting

with social media you can

listen &interact

cost effective

over 27 millionfans on one social mediaplatform

your competitors are (will be) there!

… so be there as well!!

the Digital IQ Index

L2 digital IQ index: Travel

April 26, 2011 by L2 thinktank for Digital Innovation

L2 digital IQ index: Travel

April 26, 2011 by L2 thinktank for Digital Innovation

let’s take a look to social media

collaboration

photosharing

locationsharing

socialnetworks

videosharing

weblog

microblogsocial

bookmarking

weblog

online live journal

share information and expertise

build your image as an expert

weblog

online live journal

share information and expertise

build your image as an expert

microblog

fast and easy updates with short messages

spread news fast

generate engagement and website (shop) traffic

personal social network

connect with friends and business associates

convert friends and fans to customers

pages for business use (marketing and communication)

professional social network

social network for business professionals

expand your network via your relations

permanent online businesscard and CV

location sharing

share location by check-in

give incentives to visitors to loyal customers

communicatie with persons in your venue

social bookmarking

tag and share bookmarks online

create interest boards

find interesting and relevant sites(and have your site found)

Pinterest is now generating as much web traffic referral as Twitter

Has over 18.000.000 usersyou read that right: TEN MILLION

80% of the users are women I expect as Pinterest moves out of limited beta that the gender curve will even out a bit

hotel review sites

• review and rating hotels• customers share opinions,

compliments and complaints

• manage your online reputation

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

video sharing

people like watching video

well indexed by Google

re-use video on website and social media (Facebook)

redirect to website and facebook

wow!

72 hours of video uploaded every minute

4 billion views per day

among most used sites worldwide

YouTube conquer the livingroom

smart TVinternet connected

YouTube via the remote control

YouTube results in Google

… impressive, most impressive

your audience

you know the url

you search via Google

social content in Google index

The Social Technocratics LadderTMcreators

critics

collectors

spectators

joiners

inactives

groups contain persons who are at least once a month active in this group

Creatorsthey produce the social content

Criticsreact on other peoples content.

Collectorsorganize content for their own use or for others

Joinersactive joiners of social networks

Spectatorsconsume sociale content

Inactivesdon’t consume nor produce any social content

The Social Technocratics LadderTM

and what about Klout?

Klout: measuring your social influence

social media has democratized influence

How Klout helps you:

• Do others trust your opinions online?

• What topics are you the most influential on?

• How do you compare with your network?

z

hotel review sites

hotel review sites

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

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”.

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

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

false or fake reviewsaccording to Daniel Edward Craig

• Post a response to diplomatically set the record straight– Inaccurate information is often 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!

10 social media tips

1. what’s in a name

register your name(before someone else does!)

www.namechk.com

choose your real and meaningfull name

2. make a shortlist of tags

choose relevant tags in your tweets, blogs, video’s and messages

test en maintain your tags with Google Insight

use your tags

3. shorten, share, and track links

more space in microblogs

easy to measure and track

customize links for optimal search engine indexing

4. first listen – then talk

5. talk on the right moment

http://www.whentotweet.com/

6. never ignorerespond to questions, mentions , compliments and complains

react allways and fast(and do it polite)

give attention like in a real shop

http://wallblog.co.uk/2012/06/21/brands-arent-listening-to-social-customers-70-of-fan-questions-go-unanswered/

6. never ignore

7. use tools

schedule tweets and posts

monitor and measure clicks and users

CoTweet, SocialSprout, TweetDeck and many others

8. give a present

visitors like gifts and ‘free’ things

give a whitepaper, itunes voucher or ebook in return for a ‘like’

9. call to action

convert visitors and followers to customers

use the Like button

make clear what you want

10. visit facebook.com/peterlangela ;-)

thank you!

tessekür ederim!

info@peterlangela.com@peterlangelafacebook.com/peterlangelacopyright © 2012 by Peter Langela