The 3 Most Important Things Travel & Hospitality Brands Need to do on Social Media

The 3 Most Important Things Hotels & Airlines Need to do on Social MediaWhat travel & hospitality brands are doing, how they do it, and why your brand needs to, too

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August 29, 2013

Your Presenter:

Elisabeth MichaudSocial Media Marketing/Community ManageruberVU

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@emichaud

Interact!Use the hashtag #socialTH

Follow alongFollow us on Twitter for ongoing updates: @uberVU

Questions?Submit questions anytime through GoToWebinar – time permitting, answers will be at the end

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About uberVU

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Image credits: Hotel and Airplane

Hotels

Airlines

Brand Building

Customer Service

Real-Time Marketing

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Brand Building 1

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Brand Building 1

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• Increase awareness• Show brand personality• Showcase company

values• Build brand affinity

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Why it matters for your brand

Increase awareness

More positive impressions—ones your message has influenced.

Show brand personality

Create and guide the conversations about your brand; be a brand travelers love!

Showcase company values

A brand that has proven it knows how to do the right thing can be forgiven for its mistakes.

Build brand affinity

Loyalty and advocacy.

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Measure It!

Growth over time in fans, followers, Likes, etc.

Shares, RTs, +1, Pins: are people actively sharing the messages you put out?

Geographic and demographic breakdowns of your followers: do they match up with your targets?

Presence of related positioning words & phrases in your brand’s conversation map

Sentiment for conversations about your brand

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Customer Service 2

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Customer Service 2

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• Resolve customer issues• Use social to update and

improve traditional customer service methods

• Respond to public complaints that could damage the brand’s reputation

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Why it matters for your brand

Resolve customer issues

Turn a hater into a lifelong customer – drive loyalty with an easy, quick response.

Use social to update/improve traditional methods

Resolve issues more quickly, armed with more data!

Respond to public complaints that could damage brand reputation

Solve a vocal customer’s problem and they could be singing your praises instead—positive word-of-mouth for your brand from a potentially volatile situation.

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Measure It!

Number of mentions of your brand vs. number of replies you made

Response time (ideally, this should be minutes or hours – NOT days!)

Sentiment for conversations about your brand

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Real-Time Marketing 3

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Real-Time Marketing 3

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• Content-based: engage a captive audience in a timely, relevant way

• Conversation-based: listen & react to current conversations

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A friendly reminder about real-time marketing!

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Why it matters for your brand

Increase awareness

Reach a large audience and gain new fans/followers by participating in the trend.

Show brand personality & values

Share who you are. Fans feel connected to your brand during a moment that’s relevant to their interests.

Engage loyal fans

Increased loyalty and potential for word-of-mouth virality.

Convert the haters

Gain a new customer or get a second look by marketing to a not-yet-fan.

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Content-based RTM:

Conversation-based RTM:

Measure It!

Increased social following: are you gaining a new audience?Do people want to hear more from you?

Shares, RTs, re-Pins: are you increasing your reach by creating shareable content?

Likes, Comments, +1s, Pins: are people engaging with and talking about your real-time efforts?

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Q&A#socialTH

Thank you!

Elisabeth Michaud@emichaud/@ubervu

Later this week, you’ll receive a link to the recorded webinar and slides.

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Download 3 free cheat sheets with these use cases, plus a bonus use case: http://marketing.ubervu.com/travel-cheatsheet