Handout social media for hoteliers - a workshop by Full Group Antalya and Peter Langela.

1. Peter Langela
@peterlangela
social media: toy or tool?
does your hotel
benefit from
social media?
copyright © 2012 by Peter Langela

2. 3 internet trends
search mobile social media

3. search
• Four billion searches a year on Google are for hotels
• 32% of all hotel bookings begin with a search on Google
• Google drive SEO's In Panic Mode

4. mobile
more mobile internet
users than desktop
users in 2012
Morgan Stanley Research
mobile devices will overtake PCs as the most common
Web device for research and bookings by 2013 (Google projection, 2012)

5. it’s all about social media!

6. what is social media?
online applications where:
1. persons communicate with other persons
2. persons create the content
3. persons share knowledge, information and
opinions

7. and why use it?

8. social media is in the DNA of hoteliers
• used to have
direct customer
contact
• used to
word of mouth
marketing

9. online review reputation and revenue
the link between an online review reputation and
revenue is increasingly clear
“1 point increase in a review score
equates to a 9% increase
in average daily rate (ADR)”
http://www.hotelnewsnow.com/Articles.aspx/8649/Emerging-distribution-channels-add-variety

10. social media more effective than a website
“The manpower once devoted
to the site is being redirected
toward the department’s social
media assets, which use
Twitter, Facebook and
YouTube”
IIP Deputy Assistant Secretary Duncan MacInnes called it a shift to a
“more proactive” web engagement strategy

11. more people ignore 1-way communication

12. it’s all about trust

13. it’s all about trust

14. you can listen instead of shouting
with social media
you can
listen &
interact

15. cost effective
over
27 million
fans on
one
social media
platform

16. your competitors are (will be) there!
… so be there
as well!!

17. the Digital IQ Index

18. L2 digital IQ index: Travel
April 26, 2011 by L2 thinktank for Digital Innovation

19. L2 digital IQ index: Travel
April 26, 2011 by L2 thinktank for Digital Innovation

20. weblog
social
bookmarking microblog
let’s take a look to social media
video social
sharing networks
photo location
sharing sharing
collaboration

21. weblog
online live journal
share information and
expertise
build your image as an
expert

22. weblog
online live journal
share information and
expertise
build your image as an
expert

23. microblog
fast and easy updates with
short messages
spread news fast
generate engagement and
website (shop) traffic

24. personal social network
connect with friends and
business associates
convert friends and fans to
customers
pages for business use
(marketing and communication)

25. professional social network
social network for business
professionals
expand your network via
your relations
permanent online
businesscard and CV

26. location sharing
share location by check-in
give incentives to
visitors to loyal
customers
communicatie with persons
in your venue

27. social bookmarking
tag and share
bookmarks online as much web traffic referral as Twitter
Pinterest is now generating
Has over 18.000.000 users
createthat right: TEN MILLION
you read
interest boards
80% of the users are women
I expect as Pinterest moves out of limited beta that the gender curve will even out a bit
find interesting and
relevant sites
(and have your site found)

29. hotel review sites
• review and rating hotels
• customers share opinions,
compliments and
complaints
• manage your online
reputation

30. photo sharing
share pictures with friends
and business contacts
build a central picture
archive / re-use on website
and social networks
redirect to website and
facebook

31. video sharing
people like watching video
well indexed by Google
re-use video on website and
social media (Facebook)
redirect to website and
facebook

32. wow!
72 hours of video uploaded
every minute
4 billion views per day
among most used sites
worldwide

33. smart TV YouTube via the
internet connected remote control
YouTube conquer the livingroom

34. YouTube results in Google

35. … impressive, most impressive

36. your audience

37. you know the url
you search via Google
social content in Google index

38. creators Creators
they produce the social content
The Social Technocratics LadderTM
critics Critics
react on other peoples content.
collectors Collectors
organize content for their own use or for others
joiners Joiners
active joiners of social networks
spectators Spectators
consume sociale content
inactives Inactives
don’t consume nor produce any social content
groups contain persons who are at least once a month active in this group

39. The Social Technocratics LadderTM

40. and what about Klout?

41. Klout: measuring your social influence
How Klout helps you: social media has
democratized influence
• Do others trust your opinions
online?
• What topics are you the most
influential on?
• How do you compare with
your network?

45. z

48. hotel review sites

49. hotel review sites

50. why should I respond to reviews?
2010 Q4 Forrester/TripAdvisor Custom Online Survey

51. what should I say?
• thank the reviewer
• apologize if something went wrong,
-> and say how you’re following up (and do it!)
• If a review is offensive or irrational, you may choose
to disregard it
• Intel’s social media policy;
-> responding to “the Good, the Bad, but not the Ugly”.

52. how can I cope with bad reviews?
• realize that: “At some point every business receives
negative criticism, sometimes unjustly so”
-> it’s hoteliers (not travellers) who obsess over bad reviews
• criticism adds authenticity and sets expectations
• show leadership:
-> listen, learn, support your team and soldier on

53. how can I improve my rating and ranking?
• quality and volume of reviews
• recent reviews have greater weight than old reviews
• the only sure way to increase ratings:
-> exceed guest expectations time and again
• keep your listing up to date and complete
• … and don’t be shy about asking for reviews

54. false or fake reviews
according to Daniel Edward Craig
• Post a response to diplomatically set the record straight
– Inaccurate information is often the result of a
misunderstanding rather than mean-spiritedness
– never accuse a reviewer of dishonesty
• TripAdvisor has a zero tolerance policy for fraud and
has sophisticated tools for detecting it
– never post fake reviews!

55. 10 social media tips

56. 1. what’s in a name
register your name
(before someone else does!)
www.namechk.com
choose your real and
meaningfull name

57. 2. make a shortlist of tags
choose relevant
tags in your tweets, blogs,
video’s and messages
test en maintain your tags
with Google Insight
use your tags

58. 3. shorten, share, and track links
more space in microblogs
easy to measure and track
customize links for optimal
search engine indexing

59. 4. first listen – then talk

60. 5. talk on the right moment
http://www.whentotweet.com/

61. http://wallblog.co.uk/2012/06/21/brands-arent-listening-to-social-customers-70-of-fan-questions-go-unanswered/
6. never ignore
respond to questions,
mentions , compliments and
complains
react allways and fast
(and do it polite)
give attention like in
a real shop

62. 6. never ignore

63. 7. use tools
schedule tweets and posts
monitor and measure clicks
and users
CoTweet, SocialSprout,
TweetDeck and many others

64. 8. give a present
visitors like gifts and
‘free’ things
give a whitepaper, itunes
voucher or ebook
in return for a ‘like’

65. 9. call to action
convert visitors and
followers to customers
use the Like button
make clear what you
want

66. 10. visit facebook.com/peterlangela ;-)
thank you!
tessekür ederim!
info@peterlangela.com
@peterlangela
facebook.com/peterlangela
copyright © 2012 by Peter Langela