A webinar sponsored by ReviewPro held December 10, 2013 featuring: Daniel Edward Craig, Reknown, Robert Cole, RockCheetah; Suzie Wotton, Red Carnation Hotels; and Adele Gutman, Library Hotel Collection

1. December 10, 2013 @ReviewPro
Webinar:
Top Social Media
Strategies for 2014
Host: Daniel Edward Craig, Reknown
Panelists: Robert Cole, RockCheetah
Suzie Wotton, Red Carnation Hotels
Adele Gutman, Library Hotel
Collection

2. Your Host
Daniel Edward Craig
• Founder, Reknown
• Former hotel GM
• Industry Advisor, ReviewPro
• @dcraig
@ReviewPro

3. Questions and Comments
@ReviewPro
#SMWebinar
@ReviewPro

4. • Thousands of clients in 83 countries trust ReviewPro to improve guest
satisfaction and increase revenue
About ReviewPro
@ReviewPro

5. What We Do
Global Review Index™
HOTEL ANALYSIS
REPORTS
EDUCATION &
TRAINING
REVENUE
OPTIMIZER
GUEST
SATISFACTION
SURVEYS
ONLINE REPUTATION
MANAGEMENT
Sentiment Analysis
@ReviewPro

6. Advice from Google
“The travel path to purchase is
increasingly social. An active social
media presence allows brands to
participate at moments of influence
throughout the travel journey …
whether to build awareness, influence
consideration, drive sales or grow
loyalty.”
• Maintain presence on relevant channels
• Share rich, relevant content regularly
• Establish a consistent brand experience
online and offline
@ReviewPro
Rob Torres
Managing Director,
Travel
Google

7. DREAMING
RESEARCHING
BOOKINGEXPERIENCING
SHARING
Google’s Five Stages of Travel

8. Objective
– A goal you wish to reach
– “Where do I want to go?”
Setting Objectives & Strategies
@ReviewPro
Strategy
– A plan or action to reach an objective
– “How am I going to get there?”

9. Social Media Objectives
@ReviewPro
SOCIAL
MEDIA
AWARENESS
GUEST
SATISFACTION
REVENUE

10. Advice from TripAdvisor
“The buzz of our times is social
marketing, which is nothing more than
old style word-of-mouth marketing, on
steroids.”
• Engage in the platforms: post photos,
answers criticisms, thank positive reviewers
• Talk to your guests before, during and after
their stay to exceed expectations and
generate reviews
• Advertise contact info with Business Listings
and rates and availability with TripConnect
@ReviewPro
Steve Kaufer
President & CEO
TripAdvisor

11. Guest Panelist
Robert Cole
Founder
RockCheetah
@RobertKCole @RockCheetah
@ReviewPro

12. 1. Who Are They?
2. What Do They Want?
3. Why Stay with You?
#1: Identify & Target Social Personas
@ReviewPro
Honeymoon Couple
• Max & Trevor
• Upper 20’s / Early 30’s
• College Graduates
• Live South End, Boston
• Joint Income $150,000
• Gourmet Foodies

13. Guest Panelist
Suzie Wotton
Executive VP, Marketing
Red Carnation Hotels
@SuzieWotton @Red_Carnation
@ReviewPro

14. #2: Integrate Content
Three Types of Content:
1. Paid: display ads, cost-per-click, OTA listings
– High control, low influence
2. Owned: brand website, Facebook page, Twitter feed
– High control, low influence
3. Earned: user-generated reviews, photos, videos,
media coverage, blogs, social endorsements
– Low control, high influence
@ReviewPro

15. Earned
Owned
Integrating Owned, Earned and Paid
Content

16. Owned
Earned
Shared
Integrating Owned, Earned and Paid
Content

17. Paid
Shared
Owned
Integrating Owned, Earned and Paid
Content

18. People go to Facebook to
socialize …
… and to TripAdvisor
and OTAs to shop.
#3: Make Reviews the Priority
@ReviewPro

19. Guest Panelist
Adele Gutman
VP, Sales, Marketing & Revenue
Library Hotel Collection
@LibraryHotelLHC @AdeleGutman
@ReviewPro

20. September 2010
@ReviewPro

21. Tweet Your Questions and
Comments
@ReviewPro
#SMWebinar
@ReviewPro

22. #4: Get Social with Google

23. Merged Google Places and Google+ Pages

24. My friends who like hotels in Moscow, Russia
#5: Optimize Facebook for Graph
Search
@ReviewPro

25. Get Facebook Reviews
@ReviewPro

26. #6: Engage Guests Visually & Interactively
@ReviewPro
Four Seasons Hotels – Using Pinterest Boards as a Travel Planning Tool

27. Facebook
Twitter
Youtube
Blog
Instagram
Google+
Pinterest
All on rch.com!
#7: Make Your Website the Social Hub

28. #8: Manage Guest Expectations
@ReviewPro

29. Synergy and Interdependence

30. Happy
Supportive
Management
Happy
Empowered Staff
Happy Loyal
Brand
Ambassadors
Great Reviews
Increased
Demand
The Virtuous Circle

31. #9: Use Social Media for Service

32. Going too far?
@ReviewPro

33. Advice from Twitter
“Hoteliers need to adopt strong mobile
strategies… because guests are
becoming more and more mobile-
focused.”
• Have a mobile-optimized website
• Maintain a strong presence on mobile-first
platforms like Twitter
• Engage guests in real-time to provide the
best possible experience
@ReviewPro
Mike De Jesus
Director of Travel
Twitter

34. What to Track: Acquisition, Behavior & Outcomes
Campaign Tracking
– Marketing Initiatives
– Multi-Installment
– Cross-Channel
Event Tracking
– User Behavior
– Un-bounce Actions
– Give Monetary Value
#10: Measure Performance
@ReviewPro

35. Recap of Social Media Strategies
Objectives
1. Increase awareness
2. Enhance guest satisfaction
3. Drive revenue
Strategies:
#1: Identify and target social media personas
#2: Integrate paid, owned and earned content
#3: Make reviews the priority
#4: Get social with Google
#5: Optimize Facebook for Graph Search
@ReviewPro

36. Recap of Social Media Strategies
#6: Engage guests visually and interactively
#7: Make your website the social hub
#8: Manage guest expectations
#9: Use social media for service
#10: Measure performance
@ReviewPro

37. Find Out More About ReviewPro
More great content at:
www.ReviewPro.com/blog
See a demo:
www.ReviewPro.com/demo
Email:
info@reviewpro.com
Learning & Support Center:
ReviewPro Dashboard
@ReviewPro

38. Questions and Comments
@ReviewPro
#SMWebinar
@ReviewPro

39. Q&A with Our Panelists
Daniel Craig
Reknown
Robert Cole
RockCheetah
Adele Gutman
Library Hotel Collection
Suzie Wotton
Red Carnation Hotels
@ReviewPro