Copyright © 2014 Leonardo Worldwide Corporation
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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
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► 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
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
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
@DreamMidtown
@DelRoss
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