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Social Media for Travel and TourismSocial Media for Travel and TourismPresented by HSMAI UniversityPresented by HSMAI University

November 5, 2009November 5, 2009

2 www.hsmaiuniversity.org

Overview of Format and TopicOverview of Format and Topic

Webinar ModeratorFran BrasseuxExecutive Vice President, HSMAI


Are you a member of HSMAI?

http://www.hsmai.org/buzz/

There’s never been a better time to join and take advantage of benefits, education, use-now resources and more! Join before 12/31 and receive:

•Complimentary copy of HSMAI Foundation’s The Travel Marketer’s Guide to Social Media & Social Networks ($99 value)

•Free Hospitality competency-Based Assessment from 20/20 Assessment ® ($250 value), or

• Free list of regionalized meeting planner profiles from HSMAI’sAffordable Meetings, and

•A $5 gift card to Starbucks

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HSMAI University Alliance PartnersHSMAI University Alliance Partners

www.hsmaiuniversity.org


POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

� 1

� 2

� 3

� 4

� 5

� 6

� 7

� 8 or more

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TodayToday’’s Presenter: s Presenter:

David L. Atkins

Principal,

Digital DNA [email protected]

TwitterID: @Atkinsdavid


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Value for HSMAI Members

� A free 30 min digital strategy review (*some restrictions apply)

[email protected]

� Terms- must be an active HSMAI member in good standing, a paid attendee, not a current client, one consultation per company regardless of # of attendees, and must contact me by Nov 20th. Subject to schedule availability, and I retain the right to decline any request for any reason in my sole discretion.

www.digitaldnainfusion.comCopyright 2009 Digital DNA Infusion

8www.digitaldnainfusion.com

Copyright 2009 Digital DNA Infusion

Start with these from YouTube

http://www.youtube.com/watch?v=-LkusicUL2s

http://www.youtube.com/watch?v=fVXKI506w-E

This is often a multi day discussion



http://www.youtube.com/watch?v=-LkusicUL2s



http://www.youtube.com/watch?v=fVXKI506w-E


POLL QUESTION #2POLL QUESTION #2Attending at my location today are professionals from the following

departments (please check all that apply):

� Sales

� Marketing

� Operations

� Revenue Management

� General Management

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How are businesses using Social Media Today


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More then 4 out of 5 US Consumers Active in Social Media


Forrester:

The Broad Reach of

Social Technologies 2009


POLL QUESTION #3POLL QUESTION #3When did Social Media begin?

� 1999

� 2005

� 2003

� 1990

� Before 1900



Change

The only constant imperative when it comes to Social Media is CHANGE

The consumer controls

the brand and messaging

How do you influence it?Content is portable to the consumer



Reality

� Old

� Bad Experience- tell 10 friends

� New

� Tell 5+ Million (in 60 days and counting)

• See United Broke My Guitar

• http://www.youtube.com/watch?v=5YGc4zOqozo



Social Media is:

� A multi dimensional communications channel

� Not under your control

� Replacing email and other media

� Part of every facet of your business

� A key entry, support, & exit point in travel

Accept that you cannot control the conversations



Social Media is:

� Transparent

� Authentic

� Consumer Driven

� Vibrant

� Inclusive

� A Conversation



Social Media is NOT:

� “On Message”

� Controlled

� Product Driven

� Exclusive

� Organized

� The same across Social Media channels

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Social Media

� Reactive/Proactive

� Blogs vs Communities vs Photo/Video sharing

� Onsite strategy vs offsite

� Social Media is more than a sales and marketing channel

� Works best as part of a larger strategy

SM=THE OPERATING SYSTEM OF LIFE




Shift

� From Sales, Marketing, Revenue Management, PR, Franchisee Relations, HR, Operations, etc

� To CURATORS OF CONTENT and Experiences (not always of our creation)

� Influence the conversation rather then drive an action



New Data

� Avg SM User is spending 22 Hours per week (6.6 from work)

� 2nd only to Email today

� Like tapping into telephone calls while they discuss your brand

Beresford Research June 2009


POLL QUESTION #4POLL QUESTION #4On which of the following sites does your business currently have a presence? (please

check all that apply)

� Flickr

� YouTube

� Facebook

� Twitter

� MySpace

� TripAdvisor

� Travelpost

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Social Media

25


Webguild of

Silicon Valley 2008



Beresford Data on Social Networks

Beresford Research June 2009



Resources the traveler uses

� Online Media (all types) 47%

� Offline Media (all types) 27%

� Social Media (subset) 23% overall� 18-34 Years Old impacts 34%

� Knowledge Networks -83% of the internet pop uses Social Media� Circa 20% of internet users utilize SM as a decision tool for Travel Purchases already!

Source: AdOlogy Sept 2009

Knowledge Networks May 2009



Where to start?

� Establish a strategy and a digital owner(ship) person or group within your organization

� Use outside resources as appropriate

� Have metrics prior to any launch

� Know your own business

� Understand the community expectations

� Develop rules, policies and objectives

� Be as unique as possible



Rules of Engagement

31www.digitaldnainfusion.comCopyright 2009 Digital DNA Infusion

Rules of Engagement

1. Own your SM communities2. Know the rules and T&Cs of each 3. LISTEN4. Learn5. Educate6. Communicate (be genuine)7. Participate8. ENABLE (all facets)9. Findability (as many as you can manage)10. DO NOT SELL

About engagement with the brand-

time spent in a meaningful way

beyond being "sold to" on TV.



Ready for the Revolution?

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Changes that impact you

� Transparency

� Consumer Control

� Competitive Visibility

� Operational excellence is rewarded above message, amenities or features

� INTERNAL ALIGNMENT


Reputation Management and Influence


POLL QUESTION #5POLL QUESTION #5Do you believe your business is cross functionally aligned for Social Media, including Sales, Marketing, Operations, Ownership, Brand, and Revenue

Optimization?

� Yes

� No

� Don’t know





Video

� Finally “of age”- in 8 years measured in Exabytes (“Quintillion” Bytes)

� Branded Content vs UGC

� YouTube -2nd largest search engine on the web - over 600M total visits per monthWhat are consumers using to research a travel purchase behavior - Google, Phocuswright, et.al.

This can be a multiday topic on its own

HUGE VALUE in Travel



Social Media #s 9/26/09

Source: Hitwise

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SPG Tripshare on Facebook




Does Twitter Work?

� Some say yes-� Dell $3M counting

� Hotelicopter

� Souplantation

� Zappos

� Comcast

� Southwest Airlines

� It can be a LAND GRAB RIGHT NOW

� How to staff, measure and monetize?

http://socializemobilize.com/2009/06/12/dell-case-study/

Note Facebook is 10x larger

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Some additional SM used Travel

� Wikitravel

� Yelp

� Flickr

� Travelpost

� Trazzlr

� Eventful

� Upandcoming.org

� TripIt

� HotelTattlerwww.digitaldnainfusion.com


Grand daddy of them all today:

TripAdvisor

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So what are you doing about it?

�Who are your consumers?

�What are your metrics?�Why are you there?

�Where is your strategy and objective?

�When are you empowering your employee, guest, customer and prospect?

�How are your efforts and conversations “Sustainable”?



10 Actions you can take now!

1. Develop a strategy for your brand, property, business- align your stakeholders

2. Listen, engage and nurture3. Develop an educational program for your staff,

customers, vendors and partners- Utilize outside resources

4. Social Media Badges- everywhere5. Enable brand advocates6. Be everywhere you can (manage well)7. UGC offsite and on8. Email- is it Social?- How long does it survive?9. Test! Test! Test!10.Develop a modular content program



10 Twitter Apps for Marketers1. Tweetdeck2. Twitterific3. Twitpic4. Tweetie5. Seesmic6. Twitturly7. Twitter Sparq8. Twittercounter9. CoTweet10. Twitterfeed

Source: iMedia Sept 17 2009

My personal favorite for all SM

Ping.FM

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Thank You

� David Atkins

[email protected]

Twitter ID: @atkinsdavid

Old School:

305-458-2311


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Questions?Questions?

David L. Atkins

Principal,

Digital DNA [email protected]

TwitterID: @Atkinsdavid


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November 10 – What’s Next in Sales & MarketingWith Cindy Novotny, Managing Partner, Master Connections Associates and a panel of sales & marketing professionals

December 8 – Sales LeadershipWith Mark Johnson and Amber Fox, Signature Worldwide

December 15 – 2010 – The Year of the Revenue ManagerWith Bill Carroll, Cornell University, and a panel of top revenue management professionals

Don’t miss these upcoming

HSMAI University webinars:


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And Don’t Miss HSMAI’s Digital Strategy for Travel Marketing & Distribution Conference, December 07, 2009 at The Wynn in Las Vegas

Held in conjunction with the HEDNA 2009 Winter Meeting, this session will help you set up the appropriate strategies and tactics to insure that you maximize your return in CRM, Digital Marketing, Distribution, eCommerceand Revenue Management programs. You will leave this program with several tactics you can deploy right away as well as key thoughts for your 2010 and beyond business planning.

Register at www.hsmai.org



Webinars earn you points toward HSMAI Certifications!

•Certified in Hospitality Sales Competencies (CHSC)•Certified Revenue Management Executive (CRME)•Certified Hospitality Marketing Executive (CHME)•Certifed in Hospitality Business Acumen (CHBA)

Learn more about becoming certified at http://www.hsmai.org/resources/certification.cfm


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TodayToday ’’s webinar is copyright 2009 by the Hospitality Sale s & Marketings webinar is copyright 2009 by the Hospitality Sale s & MarketingAssociation International with All Rights Reserved.Association International with All Rights Reserved.

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