Hotel Branding Through Social Media - EBriks Infotech

1. How Do You Build a
Social Hospitality Brand?
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3. 98.6%
50%
80%
Number of
customers who
“Like” your brand
page who may
never return?
Number of new
fans who will not
see your
Facebook posts in
3 months time?
Number of your
Twitter followers
who may never
see any of your
Tweets?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. Who are the most engaged hotel brands?
Top Global
Hotel Pages
Fans
8,315,638
People Talking About
This is the number of
unique users who have
created a “story” about a
page in a seven-day
period.
108,955
1.3%
2,012,180
12,412
0.6%
1,421,714
Conversation
Strategy?
PTAT
20,823
1.3%
1,082,770
22,545
2%
784,567
Content
Strategy?
3%
Number of your
Facebook fans
who actually
see your posts
if you have over
1m fans?
7,098
0.9%
769,963
33,742
4%
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5. “Engaging with your fans and building a
community are two totally different things”.
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6. OUR HOTEL (LOYALTY PROGRAM)
IS THE
ONLY _________
THAT _________ .
ZAG by Marty Neumeier
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9. “Welcome
back”.
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10. No person can
make it very
far in this life
on a 40 hour
week”.
J.W. Marriott
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11. 40,231,339 Fans
327,698 PTAT
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12. 70,330,775 Fans
659,068 PTAT
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13. “Only close
attention to
lots of small
details can
make an
operation first
class”.
J.W. Marriott
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

14. Survival
of the
Fittest?
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15. Steve Job’s sent the GM’s of the first 5 Apple stores
to complete the Ritz Carlton’s customer service program.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

16. Apple has the highest sales per square foot of any retailer globally.
NPS is in the DNA of Apple retail stores.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

17. “We don’t haggle with last minute bookings. We need to
book the right guest on the right night for the right price”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marriott Hotels

18. Realised Value
How much did you spend with us?
Expected Value
Average customer value? (LCV)
Potential Value
What did we expect you
to spend with us?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. “This is about getting everything down to
one number. Using stats the way we read
them, we will find value in things that
nobody else can see”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. Sentiment (and SNPS) Matters…
“How likely would you be to
recommend our hotel to your friend?”.
Dell focus on “Detractors” instead of “Promoters”.
• 60% Promotors – 25% Passives – 15% Detractors
• Each positive comment is worth $5.25
• It takes 5 positive comments to neutral 1 negative one
Better Customer Service + NPS Monitoring Added $168m
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

21. Community Management Drives Sales
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24. “Social media is one area of business
where you don’t need to outspend your
competitors in order to beat them”.
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