Social media workshop presentation for hotels and the hospitality industries. This presentation includes an introduction to social media platforms, case studies and examples, best practices, branding considerations, integration tactics and other recommendations. Presented by ChatterBlast Media to the Greater Philadelphia Hotel Association on 12/6/2011. NOTE: This presentation is designed to be explained verbally in-person therefore not all slides have notes or descriptions.

1. Social Media Seminar
for Hotels and Hospitality
December 6, 2011

2. Today’s Agenda
• Introductions
• Objectives
• Social media platforms
• Case studies and examples
• Branding considerations
• Integration
• Posting, engaging and demonstrations
• Staffing, resources and measurement
• Q&A

3. Introductions

4. ChatterBlast creates online strategies that target your
current and potential customer community. We help
create, engage and influence communities through
social media, marketing, public/media relations and
advertising. We work with brands, non-profit
organizations and government entities."
"
www.chatterblast.com"
215-475-5480"
800-287-CHAT"

5. Who Are You?
• Name
• Property
• Role
• What do you think about social media?
• Which social media sites do YOU use?

6. Local Survey Results
• 96% are using Facebook and 65% are using
Twitter for your property
• 62% manage social media locally
• Public relations and customer service were the
most important uses of social media
• 93% want to use social media as a new way to
reach current and new customers

7. Goals & Objectives
• Gain an understanding of the current social media
landscape
• Learn how hotels, hospitality and tourism
organizations are effectively using social media
• Learn how to integrate social media into current
communications, marketing and outreach efforts
• Get access to resources for additional information,
support and questions

8. What is “Social Media?”
Social Media is a conversation supported by
online tools that leverage human relationships
to carry messages

9. Media is no longer just about broadcasting

10. A
brand
is
no
longer
what
we
tell
the
consumer
it
is
–
it
is
what
consumers
tell
each
other
it
is.
-­‐
Sco8
Cook,
Chairman
Intuit
&
Board
of
Directors
P&G

11. Social Media is incorporated in every step of
the customer life cycle:

12. Recent Survey Data
Source: Destination Analysts, July 2011. National Sample, 1,009 responses

13. Recent Survey Data
Source: Destination Analysts, July 2011. National Sample, 1,009 responses

14. Social media is changing consumer behavior
Source: Beyond consumer survey, 2010 1,500 responses

15. Social media is changing consumer behavior
Source: Beyond consumer survey, 2010 1,500 responses

16. Growth of Mobile
• One-third of cell owners say that their phone is
a smartphone
• 87% of smartphone owners access the internet
or email on their handheld
• 25% of smartphone owners say that they
mostly go online using their phone, rather than
with a computer
Smartphone Adoption and Usage, Aaron Smith, 7/2011

17. Growth of Mobile

18. Social Media Platforms

20. • Founded in 2003, originally called Facemash
• Over 800M active users
• 50% login daily
• Over 2.5B photos uploaded each month
• Users spend over 500B minutes per month on the site
• Over 900 million objects that people interact with
(businesses, organizations, groups, events)
• 350 million users via mobile devices

21. The Facebook business page

25. Hotel Restaurants on Facebook

26. Hotel Restaurants on Facebook

27. Facebook Promotion: Doubletree Hotel
• Doubletree put special “fan-only” rates on its
Facebook page.
• Encouraged Visit Philly fans to “like”
Doubletree’s page to get those rates.
• Result: Facebook fan base quadrupled, 123
fans to 470.

28. Facebook Promotion: Doubletree Hotel

29. Facebook Promotion: Doubletree Hotel

30. Facebook Promotion: Joie de Vivre
Objective
• Drive sales and marketing for select properties
Actions
• Offer coupons to Facebook and Twitter Followers
• Twitter Tuesdays Facebook Fridays - deliver
great deals to fans for a limited time on these days
• Use social media for customer service
Results
• In less than one year they booked over 1,000 room
nights with the deals

31. Facebook Promotion: Joie de Vivre

32. Facebook Promotion: Joie de Vivre

33. • Founded in 2006 as a “micro-blog”
• Text posts of 140 characters or less called
tweets that can contain links and pictures
• Over 300M tweets per day
• Over 380M users
• Over 1.6B search queries per day
• Largest age group is 35-49

36. Don t underestimate the power of one
Janis Krum – ferry passenger,
first to tweet about US Airways
flight 1549 before any
traditional media

43. The “viral” Internet

44. The power of the “re-tweet”

45. Twitter Promotion: Fairmont Chicago Hotel
Objective
• Increase awareness of the hotel
Actions
• Identified key influencers in the Twitter community
• Executed a Twitter contest with a promotional special
offered on the website
Results
• About 10% of the existing Fairmont Chicago following
participated in the contest
• Fairmont Chicago s following nearly doubled within a week
of the contest starting
• Winners were used in blog entries and social posts to drive
authenticity and word-of-mouth sharing

46. Twitter Promotion: Fairmont Chicago Hotel

47. Twitter Promotion: Fairmont Chicago Hotel

48. Twitter Lists

49. Twitter Lists

50. Klout
The Klout Score measures influence based on your
ability to drive action. Every time you create content
or engage you influence others. The Klout Score
uses data from social networks in order to measure:
• True Reach: How many people you influence
• Amplification: How much you influence them
• Network Impact: The influence of your network

51. Klout

52. Klout

53. • A business-oriented network founded in 2002
• Currently has 120M+ members in 200 countries
• Gated Access Approach and multi-tiered
connections
• LinkedIn Groups feature allows users to establish
new business relationships by joining alumni,
industry, or professional and other relevant groups.

54. Applications
• Brand awareness
• Corporate communications (news, events)
• Digital footprint
• Interest groups
• Direct sales and strategic targeting

59. • Founded in 2005
• 500M unique visitors monthly
• 92 billion page views
• 2.9B hours are spent on YouTube monthly
• 400 tweets per minute bearing a YouTube link

60. YouTube is growing…

61. YouTube awareness
Videos are becoming more likely to be at the top of search results

62. YouTube Example: The Cosmopolitan of Las Vegas

63. YouTube Example: The Cosmopolitan of Las Vegas

64. YouTube Example: The Cosmopolitan of Las Vegas

67. Blogs

68. Blogs

69. Tumblr

70. Blog Example: Kimpton Hotel Restaurant
• Posted regular content about topics of interest
to their target audience
• Diverse topics to keep users occupied - not just
sales or specials
• Informing readers about local events, activities,
culture, etc.
• The format is fun, intriguing and engaging

71. Blog Example: Kimpton Hotel Restaurant

72. Google +

73. Foursquare

74. Foursquare Example: Roger Smith Hotel

75. Foursquare Promo:
With Love Beer Garden-
Four Seasons
Enticed visitors with a
Foursquare Facebook deal:
check in and get a With Love
beer koozie.
500+check-ins; thousands of
attendees

76. Foursquare Promo: With Love Beer Garden - Four Seasons
Used social media (like Facebook) to promote the beer garden, June-September

77. User-Generated Content
Review Sites

79. Yelp: Social Media Integration

80. Yelp: Integrated Promotions

81. Yelp: Facebook Integration

82. TripAdvisor

83. Integration

84. Integrated Example: Macys

85. Integrated Example: Macys
.

86. Integrated Example: Macys
.

87. Integrated Example: Mandarin Oriental

88. Integrated Example: Mandarin Oriental

89. Partnership Example: Holiday Inn Phillies

90. Partnership Example: Holiday Inn Phillies

91. Contests, Promotions
Applications

92. Contests/Promotions/Applications

93. Contests/Promotions/Applications

94. Contests/Promotions/Applications

95. Content

96. Know your audience
Customers
Partners
Competitors
You
Peers
Media

98. The Content Mix – “Rule of Thirds”

100. Blog content

101. Blog content

102. Branding

103. Branding

104. Develop platforms that fit YOUR brand

105. Brand Extension on Twitter

106. Searching/Monitoring

107. Posting Engaging 101

108. Posting Content

109. Posting Content

110. Engagement

111. Customer Service

112. Customer Service

113. Twitter for customer service

114. Partnering and Placement

115. Staffing Resources
• Designate a social media guru”. Give them the support and
encouragement to experiment.
• Explore further education, training or support if necessary. Consider
a team or outsourced assistance with an internal point person.
• Schedule time daily/weekly/monthly for social media tasks. Listen,
share and engage.
• Schedule and adhere to a timely reporting and auditing. Course
correct if necessary, but don't give up!
• With each success, consider further developments, but don’t try to
do everything. Start new accounts/platforms carefully!
• Leverage productivity tools and technology to help.

116. Staffing Resources
Rough Social Media Guidelines:
• Blog posts 1-2 per week
• Facebook posts at least 1 per day
• Tweets 2-3 per day
• Conversations 2-3 per day
• YouTube clips 1-2 per month
• Flickr photos as needed

117. Measurement

118. Measurement

119. Facebook Insights

120. Facebook Insights

121. Facebook Insights

122. Productivity Tools: Hootsuite

123. Advertising

124. Wildfire Monitor

125. Google Analytics

126. Wrapping Up

127. Five Tips
1. START SLOW
2. CHOOSE CAREFULLY
3. DON’T JUST SELL
4. LISTEN MORE THAN YOU TALK
5. USE MULTIMEDIA

128. Additional Resources
www.mashable.com
www.radian6.com/blog
www.chatterblast.com/blog
www.smartbrief.com/socialmedia

129. Questions?

130. Thank you!
Evan Urbania
evan@chatterblast.com
Matthew Ray
matt@chatterblast.com
www.chatterblast.com
215-475-5480
800-287-CHAT