HSMAI SOCIAL MEDIA

#HSMAIpdx

Why social media?

Setting the Stage

• 85% of leisure travelers use their smartphones while abroad

• 32% of U.S. travelers frequently blog about their experience

• 92% of consumers say they trust word of mouth over all forms of advertising

• 52% say friends’ photos inspired vacation choice and travel plans

• 76% post photos on a social network(s) while on vacation

• Of people who use social media to research travel plans: 33% changed hotel 33% changed resorts 7% changed destination 5% changed airline

• Post-vacation, 46% of people review their hotel experience

Agenda

Hospitality & Social Media

Check-in Promotion

Customer Service

Broadcasting

Digital Concierge

ORM

Low-hanging Fruit

Questions?

The Digital Concierge

The Originator

Dinner Plans?

Events?

Questions?

Check-in Promotion

Foursquare

• Deals from the organization or local partner

• Flexibility in what and who you reward

• Optimized for word-of-mouth

Facebook Places

Google+

Bottom line: Rewarding social behavior and encouraging customers to explore your online presence.

Customer Service

Phone

• Point of fear for many people

• Not as easy for customers to be honest

• Expensive• One customer at a time

Social Media

• Feedback on customer experience

• General information on consumer wants

• Easy and quick for the customer

• Cheaper for the organization • Public customer service sells

itself• Online reputation

management

ORM ExamplePt. 1

Heard about you on Yelp! Looks good.Why not give it a shot? Excited to try it out.

ORM ExamplePt. 2

Angry barista!

ORM Example Pt. 3

We’re on Facebook and Twitter!

All the places I can burn you!

Broadcast

Promotions

• Many customers are looking for deals• Discount hard-to-book inventory • Consider socially-integrated sweepstakes or content to

drive engagement • Boost sales

Leverage Visuals

• Share photos of the customer experience• Record video of the property and amenities

Low-hanging Fruit

Web; Facebook; LinkedIn.

Trip Advisor Widgets• Web – encourage and display reviews• Facebook – display reviews• LinkedIn – display reviews

Apps for Facebook

• Don’t make the customer leave Facebook to book • Consider one or more of the applications below

Revitalize Social Media

Next steps

• Hyatt, @HyattConcierge • Mariott International • Hilton, @HiltonHelp• Travel Portland• Seattle• WK+

Brands to Research

Feed Reader• Feedly• Google Reader

Social Media Scheduling

• Hootsuite• Buffer

Resources

• Social Media Club PDX• Thoroughly Modern Marketing, TMMpdx

Set Goals

Measure

Repeat

Questions?

Social Media Tips

• Social norms apply in social media • Balance sharing and discussion • ‘Mention’ others you reference • Lead important tags with “#” • Use short links • Thank followers • Tweet regularly (3x/day) • Pause before you post • Respect proprietary information and content• Lead with your guiding behaviors and other policies• Create a feed for news, articles, and content to share • Queue 3 posts in the morning • Reply as a second priority • Create a content calendar with ideas • Welcome and engage colleagues• Train • Monitor and engage• Share knowledge • Refer colleagues and peers• Create opportunities• Be responsible