Présentation1

Hotel ORM

Bouchra El Idrissi

Plan• Online Reputation management: - Definition- Services

• Presentation of: - Flip.to- Checkmate.io- Air Bnb Open- Marriott – Snap Chat

• Use of social media to improve guests’ experience• Use of UGC or not? • Effects of hotel’s use of guest information used in social media

ORM is the analysis of a brand's personal or professional, business or industry reputation as represented by content across all types of online media channels, so it requires the ability to constantly monitor any result or review being put out about the company.

Online Reputation Management Services:

• Clean negative search results.• Removal of negative links.• Manage social media reputation.• Managing online profile.• Responds to online complaints.• Protect the online reputation.• Improve online reputation.

Flip.to

It is a hospitality marketing platform that turns hotels’ guests into engaged brand advocates., using the social media platforms that the guests use regularly.

• Goals:- Helps hotels boost their brand awareness.- Helps hotels earn new guests.- Hotels get more transparent and strategical communication.

• Advantage: manage all social networks from one central platform.

• Stats: According to Flip.to, the platform has shown some solid successes:- Flip.to turns 15% of a hotel's guests into advocates. - The average ROI reported by Flip.to is 10 times investment. - For every 100 guests participating in Flip.to, more than 25,000 social connections

will learn about a guest’s upcoming trip.- With 10 to 20 room nights to be booked within six months, that’s an average

conversion rate of one night for every 10 guest users.

Checkmate.io

A platform for online and mobile check-in, this platform is used by many of the world’s top travel brands: Expedia, Travelocity,…

• Goals:- Connect with guests.- Communicate to the guests all the information about

their rooms : alerts when the room is ready, request for amenities…

- Enhance guest experience.

• Advantage: easy use and integration for hoteliers plus a new way to connect with guests before and during arrival.

• Stats: - Drew Patterson (CEO) says that more than 100 hotel

properties and hotel groups are using the CheckMate guest engagement platform.

Air Bnb Open Airbnb opens its hometown to its "hosts" in order to interact with them, inspire them and be inspired by them.

• Goals:- Sharing experience, stories,

recommendations between hosts. - Direct feedback between the hosts and the

owners of Airbnb.- Strengthening Airbnb's community by

empowering hosts

• Advantage: hosts can share their stories thanks to a station of computers which will attract customers or which maybe interest other people to rent their house / apartment for rent ....through AIRBNB.

Marriott Snap ChatMarriott chose four influencers for the three month campaign who will create a two-way conversation with users about what cities the influencers will visit (picked by users), while working with the Marriott brand during the visits.

• Goals:- Reach the younger traveler.- Develop and share interactive stories.

• Advantage: global creative and exclusive content.

Since Snapchat stories are only accessible for 24 hours, and in order to allow users to revisit the content Marriott partnered with Naritiv the first marketing and analytics platform for Snapchat, in order to create videos from the snapchat content.

Use of social media to improve guests' experience

• Have a strong social customer service, like SCS of Starwood, for twitter for example and according to SkiftIQ, the @starwoodbuzz account clocked in at an average of 33 minutes per inquiry in comparison to its sector average of 1,400 minutes/reply, from May 1 to June 30, 2014.

Use of social media to improve guests' experience

• Integrate guests in essentials decision (maybe strategical one too) by using social media in order to interact with them: like with Marriott Travel Brilliantly that totally reinvent the Marriott's experience that is welcoming guests to submit their innovative Marriott travel ideas to help make every stay a brilliant experience.

• Social Exhibitions-events sharing and/or Build creative social contest: like for W New York and its Insider Instagram Contest, by first bringing some of the most talented Instagram photographers out from behind their iPhones and into the spotlight in one of Manhattan’s first ever Instagram photo exhibitions and secondly create an instagram contest when most popular photos will be exposed and the winners will be rewarded.

Use of social media to improve guests' experience: Other ways

• Monitor for negative reviews.• Use mobile and app for check-in : for example

if a guest check-in using Foursquare, the hotel promote and advertise itself directly and without extra cost to all his or her friends and followers.

• Make content available, fluid and sharable.

Use of UGC or not?• Hoteliers must integrate UGC into their social media strategy.

• Why? - Social media platforms are the place to be. - People are more and more connected to their social networks (especially thanks to

mobile phones).- According to an IDC Research Report, Facebook is the third most popular activity

on iPhones and Android phones behind email and web browsing.- According of the 5 Stages of Travel of Google states that at least 53% of leisure

travelers share pictures of their vacations online.

UserGenerated Content

Use of UGC or not?

• How? Conditions to use the UGC:

- Ask for permission: in order to avoid legal problem (Copyright issues), it is preferable to be direct and ask the right to use guest's content, through a message or a tweet.

- Once the permission given, be creative : share the UGC on the hotel's screens, show authenticity and transparency by using the content in the hotel's blog and/or websites.

- The integration of UGC have to be a part of the social media strategy and not build the whole strategy on it.

Effects of hotel's use of guest information used in social media

- Users can express their feelings- Know the client: gather several –personal-

information about the guest: taste, preference…- Build good and accurate loyalty program- Enhance guest experience- Makes the booking process‘fluid and easy for guest.

Effects of hotel's use of guest information used in social media

- Copyright issues.- No real control on the content.- Feelings of intrusion into the guest's private sphere.- If it is not well-done, there is a lack of transparency: use of

only good feedback...- Culture is different same for the way people communicate, a

same word can have different meaning,... so comments' perception will differ and a good review somewhere can be seen as a bad one somewhere else.

• Highlight the good reviews but also the bad one by demonstrating the evolution of the service , of the hotel offer ...

• Constantly monitor comments, content,…

• In order to not give the feeling of tracking and spying your guest, it is preferable to be honest and ask for authorization, like for cookies.

Solutions

Links• http://skift.com/2014/07/10/behind-starwoods-social-customer-service-

victories-on-twitter/ • http://fr.slideshare.net/Talking_Heads/socialmediaforum-case-niko310513def?

qid=09747515-df89-47c6-b619-c00904dadfb4&v=qf1&b=&from_search=12• http://searchcontentmanagement.techtarget.com/feature/Content-is-power-

behind-managing-the-customer-experience• http://inventorspot.com/articles/

snazl_flipto_social_media_tools_sharing_content_34779• http://www.tnooz.com/article/flip-to-continues-signing-up-hotels-to-its-social-

media-marketing-platform/• http://boostoneseo.com/blog/2014/03/28/online-reputation-management-why-

is-it-so-important/• http://skift.com/2014/11/12/checkmate-gives-hotels-a-new-way-to-connect-

with-guests-before-arrival/• http://www.michiganstateuniversityonline.com/resources/hospitality/hotel-

marketing-using-social-media-to-improve-guest-experience/#.VNPPeyyKLeg• http://skift.com/2014/12/17/marriotts-new-snapchat-campaign-is-a-first-for-

hotel-brands/