Social Media - handout workshop for Hoteliers
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social media: toy or tool?
does your hotel benefit from social media?
Peter Langela@peterlangela
copyright © 2012 by Peter Langela
copyright notice
Any rights and privileges, including but not limited to copying, publication, or distribution for a fee or for free, are reserved by Peter Langela (1962) and require his explicit permission in writing. The pictures and diagrams in this presentation are partly found via Google. This presentation is intended for exclusive personal use by Peter Langela and not for reproduction, distribution or publication in any way or any form.
copyright © 2011-2012 by Peter Langelaall rights reserved
www.facebook.com/peterlangela@peterlangela
info@peterlangela.comwww.peterlangela.com
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3 internet trends
search mobile social media
search
• Four billion searches a year on Google are for hotels
• 32% of all hotel bookings begin with a search on Google
• Google Penguin 2.0 drive
SEO companies in Panic Mode
mobile
more mobile internet
users than desktop
users in 2012Morgan Stanley Research
mobile devices will overtake PCs as the most common
Web device for research and bookings by 2013 (Google projection, 2012)
mobile
mobile
mobile
and what about social media?
social media is redefining life
how we work
social media is redefining life
how we travel
social media is redefining life
how we share
social media is redefining life
how we create
social media is redefining life
how we book
social media is redefining life
how we complain
social media is redefining life
how we celebrate
social media is redefining life
how we influence
social media is redefining life
and even how we …
it’s all about social media!
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
and why use it?
social media is in the DNA of hoteliers
• used to have
direct customer contact
• used to
word of mouth marketing
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
http://blog.hubspot.com/blog/tabid/6307/bid/33420/How-Marketing-Evolved-Into-Something-People-Actually-Love-VISUAL.aspx#
more people ignore 1-way communication
it’s all about trust
it’s all about trust
you can listen instead of shouting
with social media you can
listen &interact
cost effective
over
40 million
fans on one
single
social media
site
you know the url
you search via Google
SEO – better Google ranking
your competitors are (will be) there!
… so be there
as well!!
what you get is what you see
website social media
L2 digital IQ index: Travel
April 26, 2011 by L2 thinktank for Digital Innovation
let’s take a look to social media
let’s take a look to social media
collaboration
photo & videosharing
locationsharing
socialnetworks
review sites
weblog
microblogsocial
bookmarking
weblog
online live journal
share information and expertise
build your image as an expert
weblog
online live journal
share information and expertise
build your image as an expert
need a break?
microblog
fast and easy updates with short messages
spread news fast
generate engagement and website (reservation) traffic
personal social network
connect with friends and business associates
convert friends and fans to customers
pages for business use (marketing and communication)
professional social network
social network for business professionals
expand your network via your relations
permanent online businesscard and CV
professional social network
social network for business professionals
expand your network via your relations
permanent online businesscard and CV
location sharing
share location by check-in
give incentives to visitors to loyal customers
communicatie with persons in your venue
social bookmarking
tag and share
bookmarks online
create interest boards
find interesting and
relevant sites(and have your site found)
Pinterest is now generating as more web traffic referral as Twitter
Has over 18.000.000 users
80% of the users are women I expect as Pinterest moves out of limited beta that the gender curve will even out a bit
hotel review sites
• review and rating hotels• customers share opinions,
compliments and complaints
• manage your online reputation
hotel review sites
• review and rating hotels• customers share opinions,
compliments and complaints
• manage your online reputation
Chris Anderson is an associate professor at the Cornell School of Hotel Administration . Prior to his appointment in 2006, he was on faculty at the Ivey School of Business in London, Ontario Canada.http://www.hotelnewsnow.com/Articles.aspx/8649/Emerging-distribution-channels-add-variety
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
video sharing
people like watching video
well indexed by Google
re-use video on website and social media (Facebook)-> every day 500 jaar on YouTube
video time is watched on Facebook!
redirect to website
and Facebook page
wow!
72 hours of video uploaded every minute
4 billion views per day
among most used sites worldwide
YouTube conquer the livingroom
smart TV
internet connected
YouTube via the remote control
YouTube results in Google
… impressive, most impressive
your audience
What about Klout?
The Klout Score, a number between one and 100, is a representation of your overall social media influence.
hotel review sites
hotel review sites
more direct bookings on your website
• 95-97% leave the hotel website without doing anything
• 40% of consumers that leave hotel websites to a reviewsite end up booking a room at another hotel
• consumers are willing to pay more (38%) for hotels with online reviews that indicate superior service
http://www.tnooz.com/2012/07/17/how-to/three-ways-hotels-can-drive-revenue-keeping-a-close-eye-on-social-media-data/
why should I respond to reviews?2010 Q4 Forrester/TripAdvisor Custom Online Survey
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”.
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
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
false or fake reviewsaccording to Daniel Edward Craig
• Post a response to diplomatically set the record straight– Inaccurate information is ofen 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!
need a break?
mini-workshop: Facebook
Page or Profile
page• as a company or organization
• Fan as a connection
• unlimited fans
• ads
• stats
• indexing by Google
profile• as an individual• Friend as a connection • max. 5.000 friends• no ads• no stats• no indexing
Friend or Fan
profile (person)• persons can ‘like’ apps, pages
and content (text, video, photo)
• a persons that ‘like’ a page will be a fan of that page
• a person can be a friend of another person
page• pages can ‘like’ other pages
• pages cannot like persons
• a page cannot get into a connection with a person
Wall or News feed
wall• overview of your activities
(profile of page)
• messages that others put on your wall
news feed• updates and activities of
your friends • updates of pages you ‘like’
(you are fan of that page)
the new Facebook Timeline
create a personal profile• visit http://www.facebook.com
• make a personal profile– use your own name
– Don’t use a fantasy name (it’s not allowed and not professional)
• visititors of a fanpage cannot see who the administrators are
• rhey cannot see the personal details of the administrators
make a page• goto http://www.facebook.com/pages/create.php
• it is not allowed to make a page in name of a company if you are not it’s official and legal representative
– in this case you could use a group page
– if someone is using you companyname or brand name you can file a complain at Facebook
choose the proper page typeLocal business or place
companies with one loction
Company, organization of institution
larger companies with more branches
Brand or product
brand or product of a company
Artist, band or public figure
page of and artist or a movie star
Entertainment
like a movie, TV channel or concert
Cause or community
group managed by fans but not by a/the company or organization
choose the name of your Page• choose the name carefully
• the name will be part of the URL
– important for good Google indexing (SEO)
• you cannot choose products or services as a name
– also not Pizza, Advice, Tires
• the best is to choose your company name (or brand name)
– Coca Cola cocacola http://www.facebook.com/cocacola
– Ford Cars ford http://www.facebook.com/ford
– Heineken Beer heineken http://www.facebook.com/heineken
add more information• fixed format depening on
the choosen page category
claim your Facebook url• you can claim your Facebook url when you have at least 25 fans
– like www.facebook.com/cocacola
• use your Facebook url in online and offline communication– website, business card, print add, brochures
• take care: You change the choosen name later but only once!– so you cannot correct spelling mistakes!
• your pagename (the part afer www.facebook.com/...) cannot be shorter than 6 characters
add content
write headlines that
make people want
to read the rest of your article
write regularly and consistently
produce inspiring, educational and awesome content that is so compelling that people want to share it
create a landing page
• install this app: “Static HTML iFrame Tabs”– go to the Facebook page http://on.fb.me/k77Ak8
– click on this button:
– choose the page waar you want to add the new tab
• on your Facebook page a new Tab named “Welcome” is now available– you can change this name
getting started
registration
Choose the social networks you want to use• Twitter 3-8 per day
• Facebook Page 3-5 per week
• Weblog 2-8 per month
• Pinterest 3-7 per day
• YouTube 1-4 per month
• Flickr 1-2 per week
• FourSquare ad-hoc
• Scannen en Monitoren 1-2 dayly
what’s in a name?
register your name
(before someone else does!)
www.namechk.com
choose your real and meaningfull name
determine your keywords
• make a list of your most important keywords• (think like the person behind Google)
•test your keywords• Google trends• Google search• social media sites
• use your keywords in• #hashtags on Twitter• titles in weblogs and updates on Facebook• Pinterest board names• tags for photo and video
-> make sure your keywords end up in the urls!
bepaal je keywords
• bepaal je belangrijkste zoekwoorden• (verplaats je in de persoon die zoekt in Google)
•test je keywords• Google zoekmachine• Google Insight• social media sites
•gebruik deze zoekwoorden in• #hashtags op Twitter• titels in weblogs en updates op Facebook• namen van prikborden op Pinterest• tags bij foto’s en video’s
zorg ervoor dat je keywords in de url terecht komen!
use short links
• url shortener http://bit.ly alow you to:– collect and organize links
– shorten and share links
– analyze the usage of your links
– use the API in thirds-party tools
• other tools from Goo.gl, Tiny.cc, Ow.ly a.o.
create and collect relevant content
• Use your own sources Weblog – YouTube – Flickr
• Top post on Facebook – Twitter – Pinterest
• Collect relevant RSS feeds in Google Reader Read and understand the content you post
I like Bufferapp.com
• schedule and share your social content• publish to Facebook and Twitter
– use multiple accounts
– teammembers can add content
– basic version is free
I like Bufferapp.com
• schedule and share your social content• publish to Facebook and Twitter
– use multiple accounts
– teammembers can add content
– basic version is free
tools: Reninate
don’t forget to be personal
• use your smartphone for personal tweets from time to time– funny but relevant situations
– show what you are proud of in your business
– make people smile
don’t forget to be personal
• use your smartphone for personal tweets from time to time– funny but relevant situations
– show what you are proud of in your business
– make people smile
sentiment and engagement framework
Fans Positives Neutrals Negatives Haters
content succes stories acquisitionwiifm?
prejudicesperceptionsbugs & flaws
temp problems
sentiment it’s great i want to make it better it could be better It should be
betterit cannot be
better
action feedembrace
&celebrate
engage &
activateneutralize
isolateignorelearn
Steven Van Belleghem - InSites Consulting
fans
what ever you say:
it’s ok
they talk
about you
feed them with news and gifs
they love you
positives
they like your brand
they try to help
improving your brand
positive critics
embrace and involve these
people
they talk positive
neutrales
activated by an advantage
wiifmactivate them
offer something
they sleep well without you
what’s in it for me?
negatives
they think you
must improve
negative critics
neutralize&
respond positive on their negative
comments
they spread bad words :-(
haters
they are convinced
you cannot do
it right
what ever you say is wrong
avoid themlearn why
they lost all confidence
social media: toy or tool?
does your hotel benefit from social media?
Peter Langela@peterlangela
copyright © 2012 by Peter Langela
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