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
