Social Media for Deluxe Hotels

Blogwerk AG

Social Media for Deluxe Hotels

Mathias Vettiger

March 7, 2011


Agenda

-  Social Media -  Examples and definition: Social Media are conversations -  1:n and n:n communication -  My individual news

-  Social Media for Deluxe Hotels -  Five strategies -  How to do it: Home and away game -  What makes sense? -  Is this just a hype? -  To discuss

Social Media


For example Facebook Social Media

-  Facebook as a new mass medium -  550 million members

worldwide 2,5 million in Switzerland

-  50 per cent of the active members visit daily

-  Over 2 million websites embed Facebook

-  World‘s biggest photo community

-  Increasingly used for political and consumer activism


-  175 million accounts, 0.5 million in German

-  Very fast medium (Hudson river, catastrophes, elections,…)

-  Following creates micro social networks

-  Twitter users are the most influencial Internet users

-  Google indexes tweets and shows the in search results

For example Twitter Social Media


For example Blogs Social Media

- More than Internet diaries -  Very fast -  Easy to handle -  Well connected (Links,

Trackbacks, Comments, RSS-Feeds)

-  Dynamic: Google loves Blogs -  Reach is not the only success

factor.


And what about business networks? Social Media

-  Our experience: More for personal marketing, less for B2C -  Good for discussions in

interest groups -  Dynamization is under way -  Less of a leisure mood when

on business networks


The Wikipedia definition

«Social media are media for social interaction, using highly accessible and scalable communication techniques.»

Social Media


A conversation Social Media

I‘ve just come back from Gstaad

Oh, hello. What‘s up?

What are you doing?

I just finalised my holiday video

Not at all!

I‘m really upset about how they treated me at...

Oh, really, where did you stay?

I know somebody who could be interested in this.


Old wine in new wineskins

Basic human actions in a new form, tomorrow maybe in a different place

Social Media


-  Bild: Pressekonferenz

1:n communication


1:n communication

-  Traditional mass media

Social Media

Publisher


The power of ideas Social Media


New: n:n communication


n:n communication

-  Many talk to many.

Social Media

Publisher

Publisher


The dimensions of the participation web Social Media

http://www.personalizemedia.com/garys-social-media-count/


News: then vs. today Social Media

I find the news The news find me


«My news are as individual as I am» Social Media


The «end» of 1:n communication

-  Consumers become «producers» in a participation web.

-  People trust in personal contacts more than in organisation. -  People amplify messages. -  Companys have to open up.

Social Media


So does marketing lose control?

-  Conversations become visible. -  Conversations happened and happen no matter what. -  There has never been anything like «control»

-  And: Companies can join the conversation.

Social Media



Five strategies for Social Media (Li/Bernoff)

- Listen - Talk - Support - Energize - Embrace



Listen

-  Today, everyone can talk and reach people. -  Conversations became

visible. -  Listening is a first and

easy step. -  Google Alerts or a

dedicated monitoring tool.



Talk

-  Hotels are emotional and a pool of stories Tell stories. Great idea: Writers in Residence -  Stories exist. Spread them. -  Get people to tell their stories Customer loyalty -  Easy, conversational tone works. -  Don‘t just talk about yourself.



Support

-  People should be able to contact you in as many ways as possible. -  Open up new channels. -  Help people improve their stay in your region.



Energize

-  Give people the possibility to share their enthusiasm. - Make sharing easy.



Embrace

-  Embrace existing and new customers -  Ask people about your services and products. -  Include them for gaining insights and improve your services.



How to do it: Home and away game Social Media for Deluxe Hotels

More channels possible


How to do it: Handle reactions Social Media for Deluxe Hotels


What makes sense?

-  Listen to what people are saying online -  Give people relevant news on a subscription basis Newsletter, Website and Social Media -  Provide even more contact points for new and existing

customers. -  Provide a home for people to express their feelings towards you. -  Try relationships, not sales.



-  Our answer: -  «More and more people talk to

each other on the Internet. -  It does not matter where they

do it.»

-  Here to stay: -  People won‘t stop using

instruments that facilitate their communication.

Social Media

Are Social Media just a hype?


To discuss

-  How to measure efficiency? -  Scarce resources. -  Is my target group even in Social Media? -  Shall my employees engage on their own? And if yes: Do I need

guidelines?



Mathias Vettiger Account Manager Tel. +41 44 533 30 06 [email protected] twitter.com/madial

Thank you!


Company

Agency For Sustainable Social Media Engagement

-  Founded in 2006 by Dr. Peter Hogenkamp -  CEO: Andreas von Gunten -  Permanent staff: 11, 35 authors around the world,

Head office: Zurich

Business divisions -  Online publishing house (netzwertig.com, neuerdings.com, etc.) -  Corporate Publishing (aiciti, ebookers.ch) -  Consulting (Web strategy, Social Media) -  Implementation services (Blogs, Websites, Social Media Kit)

Blogwerk


Mathias

Account Manager at Blogwerk

Background -  Lizentiate in Media and Communication, University of Fribourg - Master in Marketing, University of St. Gallen -  At Blogwerk since February 2010 -  Official Zurich resident since October 2010

(bye bye commuting!)

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Social Media for Deluxe Hotels

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