Get More Value From Twitter, Vine and Facebook

24
Copyright © 2014 Leonardo Worldwide Corporation Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 [email protected] Get More Value From Twitter, Vine and Facebook March 26, 2015 Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo Del Ross, Managing Director, Noctober Value Partners, LLC Rachel Feit, Digital Marketing Manager, Dream New York Technical Difficulties? Contact Citrix GoToWebinar 1-800-263-6317 [email protected]

Transcript of Get More Value From Twitter, Vine and Facebook

Copyright © 2014 Leonardo Worldwide Corporation

Technical Difficulties?Contact

Citrix GoToWebinar

1-800-263-6317

[email protected]

Get More Value From

Twitter, Vine and Facebook

March 26, 2015

Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo

Del Ross, Managing Director, Noctober Value Partners, LLC

Rachel Feit, Digital Marketing Manager, Dream New York

Technical Difficulties?Contact

Citrix GoToWebinar

1-800-263-6317

[email protected]

Darlene RondeauVice-President,

Best Practices, Online Merchandising

Leonardo

@DarleneRondeau

Follow:

@VFMLeonardo

Tweets & Questions:

#LeoWebinar

Del Ross Managing Director

Noctober Value Partners, LLC

@DelRoss

Rachel FeitDigital Marketing Manager

Dream Hotels

► Facebook ● 890 million daily active users ● 745 million mobile users ● 52% of Facebook users said their friends’

photos inspired their trip choice

► Twitter● 288 million active users● 500 million tweets/day● 80% of active users are on mobile

► Vine● 40 million+ users ● Top users are 14-25 years old

► Social media participation doubles occupancy growth for hotels

Why Social Matters in Hospitality

Del Ross Managing Director

Noctober Value Partners, LLC

@DelRoss

Customer Service, Customer Insights and Customer

Activation & Acquisition

#LeoWebinar

Service Recovery: Your Response to Service Failures is

Always Important, But When They Happen in Public…

Comcast established what is now the standard practice for service recovery via Twitter:

1. Respond quickly and offer resolution2. Request a “follow” so you can use

direct messaging (DM) to discuss3. Get issue details privately and do

anything and everything to resolve4. Document account and flag as a

known “voice” on public media

Fact: Consumer brand companies no longer own their brands

• You don’t control the message, you attempt to influence it

• Every product change, every promotion, every policy gets an immediate, public reaction

• If you don’t know what they are saying about you, they are probably saying something bad

Consumer Insights - “Lurk Before You Leap”

(from Apple fanboy site Cultofmac.com)

• Monitor social media for

your brands and your

competitor’s brands

continuously

• Look for issues to resolve,

problems to avoid, or

opportunities to exploit

Implications for Your Business

#LeoWebinar

FACT: Consumers like people (or companies) who like them.

• On social media, you compliment with Favorites and Retweets (Twitter), Likes and Shares (Facebook & LinkedIn), Pins and Likes (Pinterest)

• You should like/favorite and retweet/share almost as often as you post!

Customer Acquisition & Activation: Social Media

Marketing is NOT the Same as Email Marketing

• Earn the right to promote

yourself by posting items

that provide help, insights,

or humor

• Engage publicly, sell

privately

Customer Acquisition & Activation

#LeoWebinar

Responsiveness matters a lot

Document and flag

Well-founded interaction, not just posts

Face it…the consumer is in control

Key Takeaways

#LeoWebinar

Rachel FeitDigital Marketing Manager

Dream Hotels

The Dream Hotels brand is

rapidly evolving, and so is our

digital presence

As we continue to grow our

footprint online, a strong

emphasis is placed on:

• Reputation

• Relationships

• ROI

Social Media: The Vehicle for Growth in 2015

OBJECTIVES:

• Create an extension of the brand’s

unparalleled guest service

• Promote Dream Hotels as a

relevant leader in the lifestyle

space

STRATEGIES:

• Capture and curate content

• Cross-promotion

Social Media: Reputation

OBJECTIVES:

• Engage with fans to create

personalized experiences before

they even enter the hotel

STRATEGIES:

• Social listening

• Provide value

Social Media: Relationships

#LeoWebinar

OBJECTIVES:

• Convert social media fans into

hotel guests

STRATEGIES:

• Direct selling on Facebook

• Personalized rate codes

• Monitoring/Tracking on Twitter

Social Media: ROI

#LeoWebinar

• Social media will remain at the core of

Dream Hotels’ marketing strategy

• Identify and integrate the platforms

that make sense for our brand

• Provide guests with an exceptional

experience, from pre-welcome tweets

to TripAdvisor review responses post-

departure

Social Media: What’s Next?

#LeoWebinar

Key Takeaways

#LeoWebinar

The 3 R’s: Reputation, relationships and ROI

Efficient cross promotion makes sense

Be a good listener

Promoting value is important

► About Leonardo

► Invitations to upcoming webinars

● April’s topic is Getting Started with SEO

► Recording of this webinar

● Share it with your colleagues

It’s a Wrap

www.leonardo.com

1.877.593.6634

@VFMLeonardo

blog.leonardo.com

Connect with us!

Del Ross

Rachel Feit

www.dreamhotels.com

[email protected]

@DreamMidtown

[email protected]

@DelRoss