Presentation to Mark Nolan's class from Shannon College of Hotel Management on Tuesday 27th March 2012. We look at the current landscape from the perspective of hoteliers and students. Consider new trends and opportunities. Helpful tips and stats (for students) on Linkedin, Facebook, Twitter and Google Plus. Please visit www.facebook.com/avvio for details on the other resources mentioned during the presentation.

1. Social Media and Hospitality
Shannon College of Hotel Management
Mark Nolan’s Class Presentation
Presented by
Michelle Conaghan
www.avvio.com

2. The Current Landscape

9. Ready, Steady……

10. 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

11. 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

12. 55+ user visits from mobile 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

13. Fish where the fish are

14. Facebook Global Stats
 845 million plus users world wide
 Top three countries include US, India, UK
 US has 155 million user.
 50% return daily
 Business are only reaching 16% of fans
 350 million mobile users
Irish Stats
 2.1 million user in Ireland
UK Stats
• 30 million users in the UK

15. 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%

17. The Rise and Fall
Facebook continues to climb
70%
60%
50%
40%
30%
20%
10%
0%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin

19. 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

21. 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

22. Social media 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

23. 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

24. 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

25. 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

26. Time commitment to social

27. Social Media and Hotels

28. Most popular tools by marketers
Hubspot 2011

31. Show me the Money

33. Turn connections into customers

34. GM’s want results in the form of ROI

35. Unprecedented opportunity to
access a global audience at a low cost

36. The challenge for hotels is
to stand out from the crowd

37. Creating the plan

39. Listen

40. Engage

41. Measurement

42. 1. Develop a strong personal brand
2. Need a strong and relevant contact base
3. Be valued to your connections
4. Grow recommendations
5. Increase your influence
6. Spot opportunities

43. What the future looks like?

44. The future for some, the present for others
• Become part of your organisations day to day activity
• Integrates into front office and customer facing team members
• Used as a communication tool
• Customer want to access up to the minute information
• More attention to sphere of influence or clout
• Location marketing
• Customer profiling
• Social Commerce
• Impact of Google+
• I want to be found culture

45. Live Demo

46. Building social media teams
Via Salesforce

47. The Digital Native
• Participate in many different
social networks
• Know how to find and gain
followers
• Know how to engage with
other users
• See the opportunities in and
limitations to the media.
• Enthusiastic
• Likely outgoing and keen
conversationalists
Image via Salesforce

48. Top tips

49. Beware

51. Linkedin

52. Your business suit

53. The business card

54. Why it’s of interest
• 147 million professionals
• Grown by 45% since last year
• College educated
• 39% of the members is a Manager, Director, Owner,
Chief Officer or Vice President
• Business networking
• 58+ million user in US
• Over 70% aged between 25-54
• Average wages €64k

55. Linkedin Tips
• Remain professional at all times
• Post a suitable photo
• Complete your profile
• Seek recommendations
• Join industry groups
• Connect with people after events
• Don’t spam

56. Facebook

58. Facebook Tips
• Your personal activity
– Check out what’s visible
– Review your privacy settings
– Tagging in photos and places
– Remember who you connect with
– Timeline: ‘The story of your life’
• If involved as a company ambassador
– Follow company guidelines and equitette

59. Twitter

61. Via Hubspot

62. Twitter Tips
• Your tweet is forever
• Post a suitable photo
• Complete your bio
• Add disclaimer
• Be transparent
• Engaging and helpful
• Use suitable language
• Don’t spam

63. Google +1

65. Google Plus Tips
• Set up a profile
• Keep an eye on brand pages
• Try out the functionality
• Follow a few gurus
• Use circles to segment your social
connections

66. We live in a connected world

67. Be creative

68. Go explore

70. Useful Resources
1. www.mashable.com/social-media/
2. www.socialnetdaily.com/
3. www.avvio.com/news
4. www.socialbakers.com
5. www.socialmediaexaminer.com
6. www.allfacebook.com
7. www.consumerbarometer.eu

71. Latest news, resources and tips

72. Social Community
www.facebook.com/avvio
www.twitter.com/avviotweets
www.linkedin.com/groups?about=&gid=3383791
https://plus.google.com/112277724145950763291
www.avvio.com/news-and-events.html

73. Thank you.
Linkedin: michelle.conaghan
Twitter: @michellecon
@avviotweets