Driving Your Hospitality Business with Social Media - Vancouver
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Driving Your Hospitality Business with Social Media Shane Gibson & Mitch Ballentine #SocializedCamp Wifi: Ceilis Publi irishnet1
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With over 1.5 Billion people globally using social media to communicate and make buying decisions daily it has become very evident that social media cannot be ignored by anyone doing business in the hospitality industry. Facebook, Twitter, Instagram, Yelp and Google places (to name a few) are all platforms that provide considerable opportunity – there are also serious risks to using them if you don’t have a solid plan and process in place. This session has been specifically designed for owners, managers and marketing teams in the hospitality business. If you own, operate or lead a team for a restaurant, bar, lounge or club this event will help you systemize your approach to social media marketing and maximize your return on investment on all of your marketing efforts. The top social and mobile marketing trends that can positively impact your business Why you need a social media policy for your staff now (samples included) Visual marketing online, creating great content for Facebook, Instagram, Pinterest and more. How to use Twitter to build relationships, gather business intelligence and drive foot traffic Facebook best practices plus contests and promotions that put people in your locations Social media monitoring tools that will help you protect your brand integrity, turn fans into advocates and un-earth vital business intelligence How to use tools like Yelp, Google Places and FourSquare effectively How to assemble an effective social media plan and team
Transcript of Driving Your Hospitality Business with Social Media - Vancouver
Driving Your Hospitality Business with Social MediaShane Gibson & Mitch Ballentine
#SocializedCamp
Wifi: Ceilis Public
irishnet1
“Saying you don’t believe in social
media is like saying you don’t believe in
the internet.” - @garyvee
“There are no more marketing gurus – just customers with megaphones”
According to a study by economists from the University of California, Berkeley, a
half-star improvement in online ratings makes a restaurant 30 to 49
percent more likely to be fully booked during peak dining times.
reviewtrackers.com
McKinsey Global Institute Study…
Owned?
Earned?
Paid?
Build Your
Media Asset
1.1Billion
200 Million
400 million updates/day
3Billion Views/Day
100 Million/mo
49 % of Top 100
28 % of 18 – 29 year olds
13 % of 30 – 49 year olds
3% of 50 – 65 year olds
Mobile Users/Day
7.3M
6.9M
Daily Active Mobile Users
80 Million Unique
1st Time Buyers
Social referral value in e-commerce (Fast Company)
$68.78
$80.22
$179.36
Mobile Social Canadians
Rules of Engagement
#1 Stop pitching and start connecting
#2 Doers win in the game of social media
#3 It’s not about you
#4 Be fearless in your contribution to community
#5 Don’t be a social spammer, engage
#6 Be authentic
#7 Be consistent
#8 Leverage through influencers and community
Social Media Policy
• Protects:
• Your Brand
• Customer, Investors & Community
• The Employee
Social Staff
Policy• Safety
• Privacy
• Proprietary
• Process
• Etiquette
• Engagement
Get Sociable!
More Filters and Stops• Less automation in Twitter
• Tougher rules on LinkedIn and Facebook
• Following limits on Instagram
• Google updates their Algorithm and upsets the world
Twitter• Profile fundamentals
• Expanding reach
• Increasing engagement
• Your system and formula
TwitterFormul
a
1. Morning Quote / Meme
2. Post Your Content
3. Post Some Tips
4. Retweet
5. Thank and Follow
6. Help Someone
7. Get Social
8. Connect with Influencers
TwitterFormul
a
Hootsuite
Facebook• New challenges
• Increasing reach
• Increasing engagement
• Customizing
• Sponsored Posts versus Ads
What gets lift?
Posts and Contests
Engaging Posts - Quizzes
In the Community
Memes / Pop-Culture
Sponsored Posts
Get Sociable!
Memes Drive Engagement
Offerpop.com
Example: A Simple and Trackable Contest Code/Deal
of the Week
• simple to execute
• brings people through the door
• can schedule weekly or use as a means of moving food inventory
• track using Micros or Squirrel
• supplement with promoted posts
• post across all social platforms, or use to drive traffic to particular outpost
Offerpop.com•Fangated Coupons
•Refer-a-friend Contests
•Photo contests
•Tug-of-war
•Video contests
•Caption contests
•Twitter deals
LinkedIn is a lot like the gym
Incomplete Profile =Networking like this
guy:
Business Pages
• How to start
• Adding Products and Services
• Daily Content
Adding Connections
1. People you really know
2. People you sort-of know
3. People you don’t know
4. Only group one can be “blanket” added
5. For 2&3 customize and personalize
Summary• LinkedIn works if you work it
• But your best foot forward
• It’s about business – have a business page
• Connect daily with people
Who blogs anyway?
Blogging
•Blogging’s role in social media communications
•What to blog about
•How to build traffic and subscribers
What to blog about?
•Frequently Asked Questions (List 20)
•New developments (cool factor, fun, innovative, community focused, news)
•Events on-site or in the community
•Your take on local news
•Your take on industry news and events
What to blog about?
•Video (Yours and Others)
• Twitter stream on a topic
•Guest bloggers (experts, foodies, brewmasters, influencers, key staff)
• Interviews via email, video, skype etc.
• Top 10 and list posts
• Transcribe Audio/Video
• Instagram photos and videos
Listening
Business Intelligence
• Search.Twitter.com
• Daily checks of review sites
• Google Alerts, Mention.net, talkwalker.com
• Facebook Search
• Customer/Community blogs and social networks
• Competitor/Industry news, blogs, and social networks
• Google Analytics
Blog.suggestionbox.com
Real-Time Feedback
Score Keeping?
Stakeholder Spotting
Twitter Search (Local)
Inte
l/D
ata
Facebook Search
Can we just not do it?
Get in the game
