Presented by

Michelle Conaghan

www.avvio.com

Twitter: @avviotweets

Facebook: www.facebook.com/avvio

What we will cover?

1. Interesting stats

2. Choosing which networks to best focus your time and resources

3. Key industry changes that may affect your activity

4. Google plus: to +1 or not to +1?

5. Social media competitor analysis

6. Strategies to increase engagement

7. Where to focus your budget

8. Lead generation and conversions tracking

Interesting stats

Ready, Steady……

Facebook is dominating the space

53,457,258

723,793 623,525 565,156 325,679

Facebook Blogger Tumblr Twitter LinkedIn

Top 5 U.S. Social Networks and Blogs

Total minutes (000), home and work, May 2011

Source: The Nielsen Company

Facebook users – 7 hours plus per month

0:31

0:45

1:06

1:18

1:41

1:44

1:48

2:12

2:53

7:46

Amazon

Microsoft

Apple

Wikipedia

YouTube

MSN/Windows Live/Bing

Google

Yahoo

AOL Media

Facebook

Top 10 Web Brands by Time Spent

Time per viewer, hh:mm, per month, August 2011

Source: The Nielsen Company

Average monthly audience in millions

140,336

50,055

23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601

Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart

Typepad

Yahoo Pulse Wikia

Top Network & Blog Sites Average monthly unique visitors (000), Q3 2011 Source: The Nielsen Company

The Rise and Fall

Facebook continues to climb

0%

10%

20%

30%

40%

50%

60%

70%

Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin

Average time spent

30.1%

18.1%

32.5%

10.2% 9.1%

38.1%

21.4%

16.5%

12.8% 11.2%

Europe N. America Asia-Pacific Latin America Mid East-Africa

Share of visitors Share of minutes

Share of Visitors and Time Spent, by Region % of total, June 2011 Source: comScore

Where to the focus the resources?

Secure your Future Activity

Secure your Name wherever Possible

Social Network Security

Create Social Media Management Access Panel Assign Social Media Manager/Administrator Have a process for removal/addition Monitor regularly

Name Email Position Assign Admin By

Social Platform

Joe Blogg Joe.bloggs@hotel.com

Marketing Mgr GM – Mr. Smith Facebook page

• Platform of choice

• New channel of business and enquiries

• Encourage loyalty and build your army of advocates

• Customer service, feedback and mini-reviews

• Reward your fans, through unique benefits and discounts.

• Recommendations places and maps will become more important

• Time consuming but rewarding

• Need to passionate about your tweeps

• Influencers and evangelists

• Relationship building takes time and lots of conversation

• Opportunities for PR are unbelievable

• Hotels gaining the recognition they deserve

• A small budget but lots of your time

• A game changer?

• Not yet but it’s evolving

• SEO effects

• Claim your place

• Maintain a profile

• Add the +1 to your site

• Opportunity to become a leader

• Educate your audience

1. Set up a channel 2. Use your video

content 3. Spend due to

increase in this area

4. Excellent way to ‘show people’ the experience

1. Developments in company pages

2. Decision makers 3. Advertising still

expensive 4. Groups have

potential

1. Here to stay 2. High valuable for

SEO efforts 3. Must commit

resources 4. Be consistent 5. Tie in with other

social channels

Group buying sites

Key changes you should be aware of

• Timeline

• FB sponsored ads

• Add to map

• Recommendations

• Real time insights

• Applications

• Twitter sponsored ads

• Pinterest

Google Plus – To ‘Plus 1’ or Not to?

Google + jumps to 8th,

64.9%

19.6%

1.22%

1.03%

0.73%

0.66%

0.60%

0.55%

0.39%

0.36%

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

Linkedin

MySpace

Google+

myYearbook

iVillage

Top Social Networking Sites and Forums U.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise

New

Google attracts 15+ million

1,758

530

33.08

28.01

19.66

17.80

16.33

14.98

10.58

10.34

Facebook

YouTube

Twitter

Yahoo! Answers

Tagged

Linkedin

MySpace

Google+

myYearbook

iVillage

Top Social Networking sites and Forums Total visits, millions Week ending September 24, 2011 Source: Experian Hitwise

Google + user tend to affluent

18.2%

38.4%

18.6%

12.7% 12.2%

18.3%

26.9% 27.7%

14.9%

12.3%

Google+ Site Visitor Statistics, Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data, July 2011 Source: Experian Hitwise

Optimising your Google plus profile

• Promote your existence

• Your post

• Circles

• Profile image

• Photos

• Videos

• Hangouts

Competitor analysis

• Look at your comp set

• Spot the opportunities?

• What is your usp?

• List an objective for each channel?

• How are reviews handled?

• How frequently do they post?

Competitor analysis

Facebook Twitter Google + Blog YouTube LinkedIn

Hotel Name

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Strategies to increase engagement

18-34 year old women are the most active

U.S. Social Network Use by Age, Demographics Base: U.S. social media users, Q3 2011 Source: The Nielsen Company

55+ user mobile visits double

16%

61% 68%

109%

67%

45% 41%

76%

44% 37%

70%

Social Network Growth, by Age, Ethnicity % change, Q3 2010 v. Q3 2011 Source: The Nielsen Company

Customers expect something in return for a ‘Like’

58%

58%

47%

39%

38%

37%

37%

36%

28%

27%

24%

Expect access to exclusive content, events or sales

Expect discounts or promotions through Facebook

Expect to receive updates about the co. to the newsfeed

Expect the company to post updates, photos or videos to newsfeed

Expect to share with friends, family and/or coworkers

Expect the name of co. to show up on my profile

Do not expect anything to happen

Expect the co. to send more relevant content based on my public profile

Expect to interact with page owner (e.g., brand, person)

Expect the co. to access data in my public profile

Expect the co. to contact me through other channels

Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: ExactTarget

Journalists and social media

• Engage and seek out opportunity

92%

85% 84%

58%

49%

28%

20% 18% 15% 14%

LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare

Social Media Use by Journalists % of respondents, August 2011 Source: Arketi Web Watch

Way to engage

• Community creation

• Customer service

• Research and feedback

• Press release, news, awards & events

• Promotions

• Competitions

• Newsletter/e-campaigns

• Check in deals

Competitions

• Third party app

• Use your database to support the competition

• Create a fan gateway

• Create meaningful and advantageous conversation

• Keep asking questions

• Do something unexpected

• Reward fans for their passion

Promotions

• Unique offers to each channel

• An additional benefit for a fan/follower

• At least one per month

• Max one per week (spa, restaurant etc)

• Use tracking and promo codes

• Encourage sign ups

Twitter users and TV shows

• Important to note for hotels spending on TV advertising

50% 50%

35%

65%

I talk about the show I'm watching I talk about something else

Twitter users Facebook users

Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com

Budgeting

2 in 3 will increase email marketing

65%

3%

27%

5%

Increase Decrease Stay the same No plans to utilize

Email Marketing

Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner

Facebook ad spend up by 281%

281%

22%

200%

11%

All clients Same Client

Spend Impressions

Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne

Social Media monitoring tools of choice

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US

Budgeting for Social

Allocation V Addition

• What are your goals?

• How much is the overall marketing budget?

• What tactics are you currently using? How are they working?

• What are your internal resources?

Lead generation and conversation tracking

Conversions

• Conversions

• New Customers

• Revenues

• Average spend

• Most Popular Rates

• Length of Stay

• Room Enhancements

Be Specific!

Targeted Social Media Campaigns

Tips Campaign Planning

• The Idea

• User Journey

• Timing

• Activity Levels

• Desired Outcomes

• Social Channels

• Web Integration

• Measurement

Social Media Campaigns

• Integrated social media campaign

• Customised channel

• Target potential customers

• Target influencers

• Form strategic alliances

• Create buzz and viral effect

• Promotion

• Competition

• Target social advertising

• Data collection

Social is now part of the Marketing Mix

Your Hotel

Website

Email Marketing

Booking Engine

Social Media

Mobile

SEM

SEO

Campaign flow – Email marketing

Ecampaign Unique Fan comp/offer

Fan Gateway

Access offer/comp

New sign ups Increase

engagement, fans & bookings

Sample Activity Schedule

Activity Daily Weekly Monthly

Schedule activity: - 3/4 posts per week - Use management client

Posts: -Responding to post increases engagement - Welcome new fans/follows

Monitor - Respond to questions, requests, reviews

Review - Assess what’s been successful

Offers/Campaigns

Plan

Sample monthly content

Mon Tues Wed Thurs Fri Sat Sun

31 1

Status

2 3

Promotion

4

Photo

5 6

7 8

Status

9 10

Promotion

11

Photo

12 13

14 15

Status

16 17

Promotion

18

Photo

19 20

21 22

Status

23

24

Competition

25

Photo

26 27

28 29

Status

30 1

Promotion

2

Photo

3 4

Sample measurement spreadsheet

Activity Weekly Monthly Growth % Target

Facebook

Likes

Comments

Photos

Shares

Fan Offers

Website Traffic

Bookings

New sign ups

Free Webinars

Latest news, resources and tips

Social Community

www.facebook.com/avvio

www.twitter.com/avviotweets

www.linkedin.com/groups?about=&gid=3383791

https://plus.google.com/112277724145950763291

www.avvio.com/news-and-events.html

Thank you.

Twitter: @avviotweets

Email: training@avvio.com

The social media spreadsheets will be available to

download from our Facebook page

www.facebook.com/avvio from 7th March 2012