HSMAI Social Media for Hospitality

transcript

Social Media for

Hospitality

AJ Gerritson Founding Partner

617.986.0224

aj@451marketing.com

linkedin.com/in/ajgerritson

@ajgerritson

www.451Marketing.com

Agenda

• Background on Social Media

• Steps to Engagement

• Open Q & A

What is Social Media?

>800 Million Users

(if it were a country, it would be the 3rd most populated)

1.3 billion 1.1 billion 311 million 800 million

(Qualmann, Socialnomics, 2010)

Americans Spend More Time on

Facebook Than Any Other U.S. Site

Average Facebook Visit is 20 Minutes

of people say that they trust

peer recommendations

(Qualmann, Socialnomics, 2010)

…only 14% trust advertisements (Qualmann, 2011)

64% use social media to make travel plans

among 25-34 year olds, it’s 76%

More than 350 million Facebook users access Facebook through their mobile devices More than 475 mobile operators globally work to deploy and promote Facebook mobile products

91% of mobile internet access is to socialize

425 million mobile Facebook users

Mobile internet access doubled every year since 2009-2011

72% of social network

users access

social sites daily

while travelling

1. Listen

WHAT are people saying about

your hotel online?

WHERE are people discussing

your hotel online?

WHO is discussing your hotel online?

AJ Gerritson

451 Marketing

Also monitor… Industry

Competitors

#TrendingTopics News

Step 2: Define Goals

• Generating more brand awareness?

• Driving brand loyalty or build fan culture?

• Monitoring and managing brand reputation?

• Generating awareness of services or offerings and

increasing sales?

• Attracting new employees, investors,

partners/vendors?

Do Your Goals Include…

3. Find your audience…

… and target media online

4. Know the Tools!

I’m eating a #doughnut

I ‘like’ doughnuts and doughnut-eating groups

I am at the doughnut shop

These are my opinions and expertise on doughnuts

…Using Doughnuts

Social Tools Explained…

5. Define your voice

Depending on your venue, your voice

can take on different tone… Conversational/Casual News Source/Formal

6. Just Like Your Venue,

Important to Create a Branded

Identity Online

Timeline for Brands On March 30, ALL brand pages will be changed to Timeline.

What does this mean for your brand?

Cover Photo

Timeline’s cover photo gives you the opportunity to get creative and further extend your brand experience for Facebook users.

Timeline Apps and Tabs

Posts on Timeline

Added ability to “pin”

posts to keep them top

of mind for your fans -

great for events,

promotions, featured specials.

Posts on Timeline:

• You can star images to double their width

• This creates more vivid eye-catching images

Larger, more eye-catching

images to showcase

events, drink specials,

special guests at your venue

7. Identify key influencers

How is influence determined?

8. Create and Share Define Content Topics

& Create Content Schedule Share!

Step 9: Measure Results

Measure

Execute

• Have your networks grown or changed? How?

• Are there new social media roles to explore?

• What worked/didn’t work?

• What can we do differently?

• What should we eliminate?

• What should we focus more on?

• How much time is spent on each social media initiative?

• What is our most valuable feedback?

• How is social media changing right now?

• Are we ahead of our competitors?

Measure

To Review…

• Background on Social Media

• Steps to Engagement

• Open Q & A

Questions?

• Founded in 2004

• Based in Boston

• 30 Communications

Professionals

• Partners Nicholas Lowe,

AJ Gerritson, and Tom Lee

• Named a 2011 & 2012