Social Media 2014

RILEY SMITH

STANFORD HOTELS

Summary of Topics - 2014 Trends & how we see our hotels fitting within these trends

- GM To-Do: Planned vs. Spontaneous Social Media◦ Ensure that all channels have planned and spontaneous coverage (people and technology)

- Our channels – Facebook, Twitter, Foursquare, Hotels In A Nutshell, Video◦ Purpose, strategy, execution, advertising, and ROI

- BIG IDEA: Embedding Social Media into guest experience

- New this year:◦ Social Media training for all employees◦ Social Media GM call quarterly◦ Social Media newsletter – internal & external happenings and successes in ‘social media & hospitality’

Pre-Reading http://blog.milestoneinternet.com/web-2/top-8-social-media-trends-for-2014/

GM To-Do: Planned vs. Spontaneous Social

Currently we have…◦ A Point Person for Social Media (who takes care

of planned social media)◦ Works primarily from desktop◦ Focuses on Facebook

What is Desired?◦ We still want that Point Person

◦ Add a small tablet, so this person doesn’t have to use personal phone when about the hotel

◦ Need to add a team member(s) from F&B and Front Desk to address ‘spontaneous social’◦ Typically, a salaried, manager-level employee

◦ Having a team member who primarily works nights, to address ‘spontaneous social’

◦ Performs most of work from a mobile phone (for apps: Facebook, Twitter, Instagram, etc.)

1. Facebook Purpose: Engage show fans our hotel personality and the great location/city you are in.

Execution:◦ Engaging posts done by ‘team leader’◦ Well-designed contests that attract a specific segment (no more than 4 a year)◦ Campaigns and/or ads done by Riley◦ **Mobile photos captured by rest of team (best to be sent to ‘team leader’ via email)

Advertising: We can target groups, citywides, hotel events, specific interests

ROI: ◦ A) Traffic and clicks◦ B) Leads◦ C) Depending on Brand, reservations

2. Twitter Purpose: Real-time customer service and information

Strategy: To have 15-18 hours of coverage and direct customers to this tool.

Execution: ◦ Riley is plan B from 8 am - 6 pm; will still receive notifications

however throughout rest of day.◦ **2-3 employees have Twitter (or Hootsuite) on phone, w/

notifications ◦ **Riley trains these employees

Advertising: Target #hashtags for events/conferences, zip codes, or market segments.

ROI: ◦ A) Traffic and clicks◦ B) Emails

3. Hotels in a Nutshell - Blog Purpose: SEO, marketing pieces, & social engagement

Strategy: To write pieces that are of interest to general traveler; and to market our expertise in an area

Execution: Planned: 15-20 pieces/hotel/year (via 4-5 authors)

**Spontaneous: When topical events/stories happen, feel free to write a post about that topic. This blog does not have to be all pre-planned.

Advertising: Only if attached to another marketing campaign.

ROI: Traffic to our hotel sites; potential leads

4. Video (YouTube) Purpose: Engagement, marketing, and informational

Strategy: Produce videos that market a specific goal of yours◦ Make videos to boost staff morale

Execution: Informal videos can be done on hand-held devices and posted on social media (staff).

◦ Professional videos should have a fully-developed plan behind creation and future marketing (Riley & outside agencies)

Advertising: Only if attached to another marketing campaign.

ROI: Views, clicks, traffic

5. Foursquare Purpose: Attract locals to your restaurant (not a priority for every hotel)

Strategy: Set up generic Foursquare ad & time-specific ads (ex. Restaurant week)

Execution: Riley will handle all campaigns involving hotel and restaurant

Advertising: F&B team can help me write copy for the ad (ex. Highlighting ‘happy hour’?)

ROI: # of check-ins or ‘taps’ (equal to clicks) cost $

FACEBOOK BIG IDEA: Embedding social media in guest experience

Facebook’s Algorithm◦ Preventing/reducing # of business page posts that

appear in people’s newsfeed◦ Thus, the content has to be really good to be seen

Facebook’s Graph Search◦ You can search ‘hotels in [city name]’ in

Facebook’s search bar ◦ Our hotel’s placement in that search depends on #

of likes, photos taken at location, and check-ins of that person’s social network.

◦ My prediction: there will be a booking link soon on these searches

We need ‘in-hotel’ engaging experiences…that are photo-worthy!

TWITTER BIG IDEA: Embedding social media in guest experience

Push Twitter to Guests as a Customer Service Tool

◦ Inform guest at arrival (ex. @SheratonUptown)◦ … and in room!

Generate additional revenue – souvenirs, snacks, brand swag

*Roll these out starting with Honors floors. Build up to capacity with rest of rooms.

Neither of these are “logistical nightmares”. It’s training employees & guests.

New this Year◦ Social Media training for all employees (on-site or in-

person)

◦ Social Media GM call quarterly ◦ Updating the social landscape◦ New opportunities◦ Reporting back successes

◦ Social Media newsletter – internal & external happenings and successes in ‘social media & hospitality’