How to Become a Digital Genius [Slides]

Getting the Edge:How to be a Digital Genius

September 20th, 2012

Presented by:Ashley Chavez, Revinate

Victoria Flood, Avenue Partners

What is Revinate?

The gold standard for online reputation and social media management for the hospitality industry

Designed specifically for hotels and restaurants by web and hospitality experts

Powered by sophisticated web technology, yet simple and intuitive for users to use

Tuned into how today’s hospitality consumer thinks and buys

Competitor

ACompetitor

BCompetitor

CCompetitor

DCompetitor

Operations

Marketing

Victoria Flood

• Background with Deloitte Consulting• Joined the Starwood Hotels Hawaii Marketing

team in 2005• Social Media Educator• Consults with Independent Hotels

and Ownership Groups• Teaches MBA level Marketing• Blogs about social media strategy blended

with core business discipline

What is Digital Competence?

• L2 released a Digital IQ Report• Study quantified the digital innovation of

52 hotel brands• Brands rated as:– Genius – Gifted– Average– Challenged– Feeble

What Makes Brands Successful?

Mobile Brand/Hotel Website

Digital Marketing

Social Media

Methodology

Digital Competence Study Finds…

Higher Digital IQ = Higher Shareholder Value

Digital IQ vs. RevPar

Top Genius Brands

How to Become a Digital Geniues

Social, Mobile, Weband Emerging Trends

EXCELLENCE IN SOCIAL MEDIA

Driving Engagement

• The “Cocktail Party” concept

• Listen first, speak second

• Engagement and involvement with your business should be your primary objective

Balance Engagement and Marketing!

Engaging Your Audience

Driving Interaction:

•Hotel Features

•Contests

•News and Events

•Local Tourism

•Promotions/Deals

What is Social Media Value?

Extrinsic Value – anything of interest to your customer outside of your

core product

• What do customers want to know about you and your business?

• What delights your customers?• What interests your customers about your

property, leadership team, or location? • What makes your hotel unique?

Guest Investment

Social Consciousness

Highlighting Guest Activities

What Customers Want….

• To be consulted about changes to your business… makes them feel invested

• Information about your local area… makes them feel prepared

• Personal contact with management… makes them feel empowered

• To feel like an insider… makes them feel special

• Lend value to their online experience… makes them want to follow you

The Social Media & Revenue Connection

• 67% of Twitter and 34% of Facebook fans buy• Customer loyalty is a key benefit • Repeat customers are more profitable• Promotions only offered on social

networks are easy to track• Social channels

drive traffic

Social Media and Referral Traffic

EXCELLENCE IN MOBILE

Explosion in Mobile Booking

• Same day bookings are the new walk-in business

• L2 reports that 70% of booking via mobile are for the same day

• Google reports that mobile bookings have grown 3000% (2010 to 2011)

• Travel Weekly reports that smartphone sales rose 58% last year

Mobile Adoption Levels

• 2/3 of brands offered mobile optimized sites• Most hotels focus Android and Ipad

applications• Limited forays into Mobile Concierge

Best Practices in Mobile

• Streamlined web viewing• Consider user experience via mobile• Emphasis on Reservations and

Customer Support equally• Integration of Social Media with Mobile• Increase customer touch points with

mobile service

Guest Interaction Ideas

• Virtual Concierge Services• Text based Customer Service and

Room Service• Text confirmation for OTA customers• Late check-out offers, dining offers etc.• Last minute offers via mobile

Targeted Offers via Mobile

Mobile Genius

MGM Resorts over Mobile

EXCELLENCE IN WEB

Excellence in Web

Best Practices for Websites

• Site Technology• Image Forward and Clean Design• Easy Navigation/Quick Impact• Property Pages and Destination Guides• Customer Service and Booking via chat• Social Integration• Integrated Reviews

Image Forward

Integrated Reviews

Why Integrate Reviews?

Data suggests user reviews pay dividends:

• Brands with on-site user reviews sent 39% less traffic to OTAs• On-site reviews gave customers more confidence when booking

L2 Digital IQ Report 2012

EXCELLENCE IN EMERGING TRENDS

Technology Enabled Hotel Stays

• Concierge have IPADs for video chat• Hotel services over customers’ mobile– Concierge via Twitter or Foursquare–Housekeeping via Text

• Housekeeping using IPOD touch to minimize guest disruption• Technology enabled workout facilities• Devices provided in the room

iPads for In-Room Service

• In-room dining increased by 18%• Feature hotel amenities such as SPA,

Restaurants, Car Service, etc• Contact Housekeeping or Hotel Staff• Adjust Room Temp or change channel• Wake up services and more…

Adoption of Emerging Social Media

Hotels are growing their use of:• Google+• Foursquare• Instagram• Pinterest• Tumblr

Google+ - Google Goes Social

• Excellent potential with integrated services such as Google Local, Google Hotel Finder, etc.

• Has the potential to compete with other leading social channels as the best reviews/location service for Hotels and Restaurants

• Android profile makes Google+ more powerful in mobile applications

Google+ could be a game changer in the social media landscape

Google+Beech Hill Hotel

Foursquare User Demographics

• 15 million users• 3 million check ins per day• 50% men and

50% women• Users are age

18 to 34• 50% U.S. • 50% international

Foursquare Hospitality Industry Value

• Hotels and Restaurants can put location specific offers in the field for very little money

• Offer response will vary widely• Advertising still lacks complexity and rich

targeting• New medium, but worth keeping up with

trends

FoursquareRitz Carlton - Flash of Genius

Instagram

• Application that allows users to alter and post images

• Acquired by Facebook for $1 Billion for – great indicator of it’s potential

• Best of use of Instagram is alongside other social channelssuch as Twitter, Facebookand foursquare

InstagramPhoto Engagement

Pinterest Usage Patterns

• The ability to pin images and tie them to websites means that traffic increases with pins

• Repining which accounts for 80% of all pins gives Pinterest viral value

• Customers value beautiful images that they can link to other interests on their boards

• Integration with Facebook and Twitter expands word of mouth marketing reach

Pinterest User Demographics

• 1.36 million users per day• Spending more time on Pinterest Avg. of 16

minutes– Facebook is 12.1 minutes, Twitter is 3.3 minutes

• 68.2% of users are female and 50% have children• 28% has a household income over $100,000– Facebook is 11%, Twitter is 11%

• Strong brands on Pinterest include– Whole Foods– West Elm– Nordstrom

PinterestFour Seasons Hotel

Pinterest Hospitality Industry Value

• This site is more likely to drive web traffic than many other social media sites• High Quality imagery is the key to

success on Pinterest• Advertising is still in its infancy • Medium is still new and worth

watching and engaging

Genius and Your Customers

• Age range

• Where are they coming from (Visitors vs. Locals)

• High or Low percentage of repeat business

• What media has worked for you in the past?

• Common hobbies or interests

• Successful marketing in the past?

Pick Your Path to Genius

• Not every approach will work for every hotel

• Look to digital as both a marketing channel and a customer support system

• Assess your resources

• Invest in a few key approaches

• Its better to do two things well than six things in a mediocre way

Thank you for joining us!

For more info about Revinate:• info@revinate.com• Blog.revinate.com• @revinate

For more info about Victoria:• vflood@avepartners.c

How to Become a Digital Genius [Slides]

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