Social Centric Hospitality

@gateley @bebornsocial

Introduction

Session Aim

•  Be able to apply social media concepts to both their ability to enhance the guest experience and evaluate it through guest feedback.

•  Gain an understanding of which social mechanisms can be used and how you would report the feedback collated.

Who Cares...

Changed their travel plans

Posted reviews of their hotel

Changed their hotel

*source: emarketingeye.com 2012

But What Is It?

The Disconnect

Old & New

•  A traditional industry

•  Happy to embrace technology

•  But Social ... What are they scared of?

•  Complaints // Honesty // Transparency

•  Building relationships and creating content is what YOU do!

Our Aims:

•  Improve buying decisions

•  Delegate guest services

•  Build up long term advocacy

•  Build a deeper and richer story around the brand

•  ... TAKE BOOKINGS ...

The Guest

Where We Play

What channels did I miss?

Facebook Advantages Disadvantages

1. User Base

1. Noise

2. Advertising

2. Not always 1-on-1

3. Broad age range

3. The youth are leaving

Twitter Advantages Disadvantages

1. 1-on-1

1. Short half-life

2. User Base

2. 140 Characters

3. “Best” Image

3. Less Data

Instagram Advantages Disadvantages

1. Sexy

1. Hard to Build

2. Engagement

2. Quality is Key

3. Youth Skew

3. “No” Ads

Measurement

Hootsuite

•  The social standard

•  Metrics / Performance / Conversation

•  Listening

•  Free to use (for a time)

Review Pro

•  Online Reputation Management

•  Revenue Optomisation

•  Guest Survey’s + Analysis

•  Competitor Comparison

The Rule Book by BORN SOCIAL

1. Imagery

2. Copy

3. Context

4. Timing

Conclusion

•  Social is a change in how we behave

•  Social is a natural fit with hospitality

•  The industry is mixed in it’s engagement

•  Keep the guests need in mind

•  Understanding the Good, the Bad and the Ugly is key

Questions? ben@bornsocial.co.uk

@gateley @bebornsocial