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HSMAI Tech Panel How Social Media is Impacting the Hospitality Industry
Wednesday, October 28, 2009Duration: 8:30 – 10:00am Breakfast & Program
Janet Wenzel, Social Media Manager Consumer Division at Dell
Shawn O’Keefe, Interactive Programming South by Southwest (SXSW)
Brett Andrews, Vice President of Business DevelopmentPluck
Katie Cook, Marketing Communications Manager, Austin Convention & Visitors Bureau
Moderated byStephen Nold
PresidentMTO Summit
Thanks to our SponsorsThanks to our Sponsors
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power• Tangible Success Examples
Double Down• Myths and Hype on Social Media• The Impact on the Hospitality Industry
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Social MediaAn umbrella term
Media tools designed for social interaction, created using highly accessible and scalable publishing techniques
Transforms one to many broadcasts into many to many conversations
Changes people from content consumers into content producers
Is a shiny new toy
It is zillions of conversations that people are having…online…24/7…right
now!
A single solution
The message or content
A media
Inbound marketing
Really that new anymore
Social Media is NOT
Three Parts
Content/Conversation Media/Tools Communities
I
HSMAI
think is listen- Great!
But, are Yes -
they
ing?
Comprehensive Marketing Mix
Traditional Marketing + New Media Marketing
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Current Economic Conditions
• WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009
• RD Whitney, CEO of Tarsus Events describes his greatest competitor for one of his shows as a blogger.
• HubSpot points to a study that defines tradeshows as the least effective marketing effort.
Metrics…How important is gathering measurements on
online communities and brand mentions in the websphere?
…What measurements is your organization tracking?
…How is this information actionable for your social media plan?
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Secret Sauce
Social MediaSauce
XXX Fire Hot XXX
1. Have a plan2. Find your customers3. Ask others what has worked4. Participate in a community5. Offer relevant and interesting content6. Build relationships7. Leverage the tools
7 Steps To Start
Agenda
What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples
Success Stories
National Association of Broadcasters: 1,500 Registrations – top performing strategy First-time attendees
Dell Computers: 1 million followers on twitter $3 million in revenue
MTO Summit: 8% of audience Twitter Recruitment
Walt Disney: 65,000 Happy Birthdays Twitter Recruitment
Digital Thought: 20% of revenue LinkedIn Recruitment of Suppliers and Attendees
Social Media Tools
There a lot of suppliers to consider along with a variety of expertise and focus involving new media solutions. Some tools focus on content, others on social networking and community building, others on measurement and still others on inbound marketing.
• What is the best way to identify and select the tools that match an organization’s social media goals?
• How important is website integration for these tools and why?
• Valuable• Transforming• Can be monetized• Hype and myths• Still trying to figure it out …in the Wild,
Wild West stage…today…but not tomorrow• No perfect answer
What You Need to Know About Social Media
Future of Social Media?
• Where are we headed? • What is the future of social media and how
will it impact the traditional marketing mix? • Is it a fad or is it a developing discipline that
will continue to have more influence in brand marketing?
Q&A
Last comments, advice or observations to share regarding social media and the impact on the Hospitality industry?