Social Media Marketing for Hotels: Performance and Conversions
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This month’s free online seminar will help you focus on the networks producing the best results, provide you with key metrics to measure your success and templates for benchmarking your social media presence against your competitive set. We will also discuss the positive effect integrating social into your marketing campaigns can have on your return on investment. At the end of the session we will give you a campaign action list, so you can start a social media campaign for your own hotel.
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Social Media Marketing for Hotels: Performance and Conversions
- 1. Presented by Michelle Conaghan www.avvio.com Twitter: @avviotweets Facebook: www.facebook.com/avvio
- 2. What we will cover? 1. Interesting stats 2. Choosing which networks to best focus your time and resources 3. Key industry changes that may affect your activity 4. Google plus: to +1 or not to +1? 5. Social media competitor analysis 6. Strategies to increase engagement 7. Where to focus your budget 8. Lead generation and conversions tracking
- 5. Facebook is dominating the space 53,457,258 723,793 623,525 565,156 325,679 Facebook Blogger Tumblr Twitter LinkedIn Top 5 U.S. Social Networks and Blogs Total minutes (000), home and work, May 2011 Source: The Nielsen Company
- 6. Facebook users – 7 hours plus per month Facebook 7:46 AOL Media 2:53 Yahoo 2:12 Google 1:48 MSN/Windows Live/Bing 1:44 YouTube 1:41 Wikipedia 1:18 Apple 1:06 Microsoft 0:45 Amazon 0:31 Top 10 Web Brands by Time Spent Time per viewer, hh:mm, per month, August 2011 Source: The Nielsen Company
- 7. Average monthly audience in millions 140,336 50,055 23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601 Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart Yahoo Pulse Wikia Typepad Top Network & Blog Sites Average monthly unique visitors (000), Q3 2011 Source: The Nielsen Company
- 8. The Rise and Fall Facebook continues to climb 70% 60% 50% 40% 30% 20% 10% 0% Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
- 9. Average time spent 38.1% 32.5% 30.1% 21.4% 18.1% 16.5% 12.8% 10.2% 11.2% 9.1% Europe N. America Asia-Pacific Latin America Mid East-Africa Share of visitors Share of minutes Share of Visitors and Time Spent, by Region % of total, June 2011 Source: comScore
- 10. Where to the focus the resources?
- 12. Secure your Future Activity
- 13. Secure your Name wherever Possible
- 14. Social Network Security Create Social Media Management Access Panel Assign Social Media Manager/Administrator Have a process for removal/addition Monitor regularly Name Email Position Assign Admin Social Platform By Joe Blogg Joe.bloggs@hotel. Marketing Mgr GM – Mr. Smith Facebook page com
- 15. • Platform of choice • New channel of business and enquiries • Encourage loyalty and build your army of advocates • Customer service, feedback and mini-reviews • Reward your fans, through unique benefits and discounts. • Recommendations places and maps will become more important
- 16. • Time consuming but rewarding • Need to passionate about your tweeps • Influencers and evangelists • Relationship building takes time and lots of conversation • Opportunities for PR are unbelievable • Hotels gaining the recognition they deserve • A small budget but lots of your time
- 17. • A game changer? • Not yet but it’s evolving • SEO effects • Claim your place • Maintain a profile • Add the +1 to your site • Opportunity to become a leader • Educate your audience
- 18. 1. Set up a channel 1. Developments in 1. Here to stay 2. Use your video company pages 2. High valuable for content 2. Decision makers SEO efforts 3. Spend due to 3. Advertising still 3. Must commit increase in this expensive resources area 4. Groups have 4. Be consistent 4. Excellent way to potential 5. Tie in with other ‘show people’ the social channels experience
- 20. Key changes you should be aware of
- 21. • Timeline • FB sponsored ads • Add to map • Recommendations • Real time insights • Applications • Twitter sponsored ads • Pinterest
- 22. Google Plus – To ‘Plus 1’ or Not to?
- 23. Google + jumps to 8th, Facebook 64.9% YouTube 19.6% Twitter 1.22% Yahoo! Answers 1.03% Tagged 0.73% Linkedin 0.66% MySpace 0.60% Google+ 0.55% New myYearbook 0.39% iVillage 0.36% Top Social Networking Sites and Forums U.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise
- 24. Google attracts 15+ million Facebook 1,758 YouTube 530 Twitter 33.08 Yahoo! Answers 28.01 Tagged 19.66 Linkedin 17.80 MySpace 16.33 Google+ 14.98 myYearbook 10.58 iVillage 10.34 Top Social Networking sites and Forums Total visits, millions Week ending September 24, 2011 Source: Experian Hitwise
- 25. Google + user tend to affluent 38.4% 26.9% 27.7% 18.2% 18.6% 18.3% 14.9% 12.7% 12.2% 12.3% Google+ Site Visitor Statistics, Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data, July 2011 Source: Experian Hitwise
- 26. Optimising your Google plus profile • Promote your existence • Your post • Circles • Profile image • Photos • Videos • Hangouts
- 28. • Look at your comp set • Spot the opportunities? • What is your usp? • List an objective for each channel? • How are reviews handled? • How frequently do they post?
- 29. Competitor analysis Facebook Twitter Google + Blog YouTube LinkedIn Hotel Name Competitor 1 Competitor 2 Competitor 3 Competitor 4
- 30. Strategies to increase engagement
- 31. 18-34 year old women are the most active U.S. Social Network Use by Age, Demographics Base: U.S. social media users, Q3 2011 Source: The Nielsen Company
- 32. 55+ user mobile visits double 109% 76% 68% 67% 70% 61% 45% 44% 41% 37% 16% Social Network Growth, by Age, Ethnicity % change, Q3 2010 v. Q3 2011 Source: The Nielsen Company
- 33. Customers expect something in return for a ‘Like’ Expect access to exclusive content, events or sales 58% Expect discounts or promotions through Facebook 58% Expect to receive updates about the co. to the newsfeed 47% Expect the company to post updates, photos or videos to newsfeed 39% Expect to share with friends, family and/or coworkers 38% Expect the name of co. to show up on my profile 37% Do not expect anything to happen 37% Expect the co. to send more relevant content based on my public profile 36% Expect to interact with page owner (e.g., brand, person) 28% Expect the co. to access data Consumer Expectations for Brand Liking in my public profile 27% % of Facebook users, September 2011 Source: ExactTarget Expect the co. to contact me through other channels 24%
- 34. Journalists and social media • Engage and seek out opportunity 92% 85% 84% 58% 49% 28% 20% 18% 15% 14% LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare Social Media Use by Journalists % of respondents, August 2011 Source: Arketi Web Watch
- 35. Way to engage • Community creation • Customer service • Research and feedback • Press release, news, awards & events • Promotions • Competitions • Newsletter/e-campaigns • Check in deals
- 36. Competitions • Third party app • Use your database to support the competition • Create a fan gateway • Create meaningful and advantageous conversation • Keep asking questions • Do something unexpected • Reward fans for their passion
- 37. Promotions • Unique offers to each channel • An additional benefit for a fan/follower • At least one per month • Max one per week (spa, restaurant etc) • Use tracking and promo codes • Encourage sign ups
- 38. Twitter users and TV shows • Important to note for hotels spending on TV advertising 65% 50% 50% 35% I talk about the show I'm watching I talk about something else Twitter users Facebook users Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com
- 39. Budgeting
- 40. 2 in 3 will increase email marketing Email Marketing 5% 27% 65% 3% Increase Decrease Stay the same No plans to utilize Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner
- 41. Facebook ad spend up by 281% 281% 200% 22% 11% All clients Same Client Spend Impressions Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne
- 42. Social Media monitoring tools of choice 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US
- 43. Budgeting for Social Allocation V Addition • What are your goals? • How much is the overall marketing budget? • What tactics are you currently using? How are they working? • What are your internal resources?
- 44. Lead generation and conversation tracking
- 45. Conversions • Conversions • New Customers • Revenues • Average spend • Most Popular Rates • Length of Stay • Room Enhancements Be Specific!
- 46. Targeted Social Media Campaigns
- 47. Tips Campaign Planning • The Idea • User Journey • Timing • Activity Levels • Desired Outcomes • Social Channels • Web Integration • Measurement
- 48. Social Media Campaigns • Integrated social media campaign • Customised channel • Target potential customers • Target influencers • Form strategic alliances • Create buzz and viral effect • Promotion • Competition • Target social advertising • Data collection
- 49. Social is now part of the Marketing Mix Website Email SEO Marketing Your SEM Hotel Booking Engine Social Mobile Media
- 50. Campaign flow – Email marketing Unique Fan Ecampaign Fan Gateway comp/offer Increase Access engagement, New sign ups offer/comp fans & bookings
- 55. Sample Activity Schedule Activity Daily Weekly Monthly Schedule activity: - 3/4 posts per week - Use management client Posts: -Responding to post increases engagement - Welcome new fans/follows Monitor - Respond to questions, requests, reviews Review - Assess what’s been successful Offers/Campaigns Plan
- 56. Sample monthly content Mon Tues Wed Thurs Fri Sat Sun 31 1 2 3 4 5 6 Status Promotion Photo 7 8 9 10 11 12 13 Status Promotion Photo 14 15 16 17 18 19 20 Status Promotion Photo 21 22 23 24 25 26 27 Status Competition Photo 28 29 30 1 2 3 4 Status Promotion Photo
- 57. Sample measurement spreadsheet Activity Weekly Monthly Growth % Target Facebook Likes Comments Photos Shares Fan Offers Website Traffic Bookings New sign ups
- 59. Free Webinars
- 60. Latest news, resources and tips
- 62. Thank you. Twitter: @avviotweets Email: training@avvio.com The social media spreadsheets will be available to download from our Facebook page www.facebook.com/avvio from 7th March 2012