Social Media for Hotels
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Social Media for Hotels Where Should We Market Online Inbound Marketing Perspective
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Social Media and Web 2.0 tools are becoming preferred option for travelers whether they are searching for hotels or sharing their experiences of visiting hotels.How can Hotels take advantage of this trend? Please call +91 - 9717240021 for questions
Transcript of Social Media for Hotels
Social Media for Hotels
Where Should WeMarket Online ?
An Inbound Marketing Perspective
presents
TM
www.pragmaticlearning.in
Objective of the Presentation
• Showcase Case Studies of Hotels on– Blogs– LinkedIn– Pinterest (Pinboarding Platform)
• Suggest an Approach to Develop a Strategy for Inbound Marketing
* This brief considers various
Online Marketing Options
from an Organic (Not Paid) Perspective, Only
Note *
Agenda
• What are the Options for Online Marketing ?– Website *– Blogs :– Social Media :
• Suggested Approach to Develop a Strategy for Inbound Marketing
• Scope, Our Work & HubSpot Partnership
*Examples | Reasons | Our Approach
LinkedIn| Pinterest
* We are excluding analysis around
the Website as part of this presentation.
But, the Online Marketing Plan would
merit a detailed deliberation around it
for purposes of Scale
Website*
Website
Blog
Social Media
Agenda
• What are the Options for Online Marketing ?– Website *– Blogs :– Social Media :
• Suggested Approach to Develop a Strategy for Inbound Marketing
• Scope, Our Work & HubSpot Partnership
* Examples | Reasons | Our Approach
LinkedIn| Pinterest
Blog…Are Hotel Chains Blogging ?
Hotel Chain Blog Freshness Notes Links
InterContinental Yes Dec 2009 http://travel.intercontinental.com/
Marriott Yes Yes Bill Marriott featured$5 million in bookings from people who clicked through to thereservation page from its blog
blogs.marriott.com
Hilton Yes Media Objective http://www.hiltonglobalmediacenter.com/
Hyatt Yes Yes Brief Updates blog.hyatt.com
Four Seasons Yes Yes Family theme to the blog family.fourseasons.com
ITC Hotels Yes Yes Super Content. No direct reservation link thoughBlog called WelcomZest Lounge
http://www.welcomzestlounge.in/index.aspx
Blogging is a non-traditional way that helps define the image of a company and keeps in touch with consumers.
Examples | Reasons | Our Approach
Blog…Will Hoteliers continue Blogging ? 5th Benchmark Survey…
What type of Web 2.0 & Social Media marketing initiatives are you planning? 2008 2009 2010 2011
Blog on the hotel website 14.5% 14% 37.9% 37.5%
‘Share this site’ and RSS on the website N/A N/A 24.1% 33%
A photo sharing functionality on the hotel website 12.7% 4.7% 32.8% 29.5%
Sweepstakes and contests on the hotel website 9% 3.5% 36.2% 30.4%
Survey and comment card on the hotel website 18.4% 14% 31% 35.7%
Subscribe to a reputation monitoring service 8.4% 2.3% 19% 23.2%
Create profiles for my hotel(s) on the social networks (Facebook, Twitter, Flickr, etc.) 13.3% 14% 50% 56.3%
Create and post videos on YouTube N/A N/A 46.6% 37.5%
Actively participate in blogs that concern my hotel 12.7% 5.8% 24.1% 39.3%
Advertise on social media sites (e.g. TripAdvisor, Facebook, etc.)8.1% 15.1% 39.7% 50%
Not planning on Web 2.0 and Social Media initiatives for 2010N/A 15.1% 6.9% 12.5%
Examples | Reasons | Our Approach
Blog… Why?
Google “Freshness” Update
The Technical Reason…
Hotel websites are content rich vs. news (fresh) rich, with descriptions and information featuring and explaining in detail every facet of the hotel business and service, from the bed linens to the capacity of a meeting room. The “static” content is there, but the “fresh” content is certainly lacking, and this is the main issue with current hotel websites after the latest Google algorithm updates.
Blog S log B log S log B log
Examples | Reasons | Our Approach
Blog… A Study by Hubspot
Social Media
SEO
Blog
The Traffic Reason…
Examples | Reasons | Our Approach
Blog…
• Why should We Blog? – Traffic, Branding• What Goals should We Target?• What should be the Type of the Blog?• Who would Blog?• What best practices to adopt?• How to Optimize and Promote?• What Publishing Calendar can we Commit to ?
Questions We need to Answer …
Examples | Reasons | Our Approach
Blog…
More Systematic
Blogs
More Indexed Page &
Links. Better SEO
More Website Traffic
We can Target
Growing Traffic over
the next
6 MonthsIncrease Conversion with Offers,CTA’s & Landing Pages
Examples | Reasons | Our Approach
Agenda
• What are the Options for Online Marketing ?– Website *– Blogs :– Social Media :
• Suggested Approach to Develop a Strategy for Inbound Marketing
• Scope, Our Work & HubSpot Partnership
*Examples | Reasons | Our Approach
LinkedIn| Pinterest
The Social Media Landscape…
Social Networking Publishing Location
Facebook YouTube FourSquare
Google + Podcasts Google Check-Ins
Twitter Flickr Facebook Check-Ins
LinkedInPinterest
Each platform has to be evaluated based on Customer
Profile & Business Objective. In this presentation, We
look at LinkedIn & Pinterest from a Market Perspective
What would make Business Sense?
LinkedIn Case Study : CarltonWhat did the Carlton Hotel do?
Less than 90 days after implementation, the Carlton’s five-person sales team sourced $186,550 in new business
Build Closed Quality Network
Profile Optimization
Social CRM
Advanced Search & Apps
http://smartblogs.com/social-media/2010/11/08/the-carlton-hotel-leverages-linkedin-for-business-development/
LinkedIn| Pinterest
LinkedIn is a great Opportunity to
Reach out to Business Professionals
not yet fully exploited by Marketers
LinkedIn| Pinterest
LinkedIn : Lead Generation
In a HubSpot study of 5,198 businesses (B2B and B2C), it was found that LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times than Twitter (.69%) and Facebook (.77%)
Jeff Weiner, CEO, LinkedIn at B2B Connect
LinkedIn| Pinterest
LinkedIn : B2B Lead GenerationWould We like to reach & engage Business Professionals?
2.3%
5.5%
5.2%4.8%
4.4%
Demographics
Sector-Wise
INDIA - 14,234,701
LinkedIn| Pinterest
LinkedIn Company Pages : HotelsMost of them have a Presence through Company Pages
Taj Hotels Starwood
HyattFour SeasonsLeela
Fortune Hotels
Oberoi Hotels
But this presence is mostly not optimized to leverage other LinkedIn Assets owned by these Hotels – Employee Profiles, Media Mentions and Applications
LinkedIn| Pinterest
LinkedInHow should We approach LinkedIn? - Integrated Approach
Optimized Employee Profiles
LinkedIn Answers
LinkedIn Today LinkedIn Groups
Integrated Approach
LinkedIn| Pinterest
• Did You Know?– Using Personas Our LinkedIn Page can be
customized to look different for Goa members, Delhi members etc. , ditto for IT professionals, banking professionals, Seniority ….
– Campaigns can be done using LinkedIn API (Volkswagen Case Study)
– Targeted LinkedIn Ads can also be done : Display & Graphic
How should We approach LinkedIn? - Smartly
LinkedIn| Pinterest
Pinterest : Give it a Shot..
Now No. 3 Social Network behind Twitter & Facebook
LinkedIn| Pinterest
Pinterest : Hotel ExamplesFour Seasons
LinkedIn| Pinterest
Pinterest : Hotel ExamplesRoosevelt Hotel, NYC
LinkedIn| Pinterest
• Early Mover Advantage• Showcase Lifestyle • Business Case – too early to call• Branding, Communication & Engagement• Foreign Customers – could click !!
How should We approach Pinterest? – Showcase Lifestyle
LinkedIn| Pinterest
Other Ideas…
• “Second Life” for Signature Properties• Social Mashup on Website• TripAdvisor Feed• Twitter Campaigns
Agenda
• What are the Options for Online Marketing ?– Website *– Blogs :– Social Media :
• Suggested Approach to Develop a Strategy for Inbound Marketing
• Scope, Our Work & HubSpot Partnership
*
Examples | Reasons | Our Approach
LinkedIn| Pinterest
Suggested Approach …How should We approach all of this?
Where (channel) is the Conversation happening
w.r.t. Hotels ?
Measure Activity & Competition
Build “Market Segment – Booking Engine” Matrix
Formulate Marketing Strategy for Each Channel
Internal
External
“Market Segment – Booking” Matrix
% Revenue Direct
EnquiryGDS Brand.co
mOTA Travel
Agent% Revenue
Airline Crew
Business Traveler - Domestic
Business Traveler - Foreign
Domestic - Tourists/Leisure FIT
Foreign - Tourists/Leisure FIT
Meeting Participants
Tour Groups - Domestic
Tour Groups - Foreign
?
Booking Medium
Market Segment
Agenda
• What are the Options for Online Marketing ?– Website *– Blogs :– Social Media :
• Suggested Approach to Develop a Strategy for Inbound Marketing
• Scope, Our Work & HubSpot Partnership*
Examples | Reasons | Our Approach
LinkedIn| Pinterest
The Scope : We …
WebsiteGet
Found
ConvertAnalyzeBlog
Social Media
Impact these
“Areas”
Following a proven Methodology
1 Text goes here
Funded Sequoia Capital, Google Ventures & Salesforce
Text goes here
Founded by MIT Sloan Graduates
5,600customersworldwide
HubSpotgrowth rate of 6015%
AverageHubSpotcustomer
lead growth: 32%
Over three years
POWERED BY HUBSPOT…
HubSpot – Inbound Marketing Leader
Our Work…
• An Online Aggregator – Blog & LinkedIn Implementation for Lead Generation
• Global B-School – Inbound Marketing Consulting
• Gamification Company – LinkedIn Implementation
• Social Enterprise – Social Media Consulting• LinkedIn Class Training at Corporates
LinkedIn Training Sessions
Talk to Us
[email protected](+91) – 971 724 0021
www.pragmaticlearning.in
TM
© 2012 Pragmatic Learning Pvt. Ltd.
