Embed Size (px)
DESCRIPTION
Handout social media for hoteliers - a workshop by Full Group Antalya and Peter Langela.
Citation preview
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
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
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
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
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!
[email protected]@peterlangelafacebook.com/peterlangelacopyright © 2012 by Peter Langela
