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How the hospitality industry can enjoy their stay on social media
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Serviceforum Norsk HotellhøgskoleStavanger # 17 March 2011 # Cor Hospes
WTF SHOULD WE DO ON TWITTER?HOW THE HOSPITALITY INDUSTRY CAN ENJOY THEIR STAY ON SOCIAL MEDIA
Clients: Hotels, foodbrands, restaurants.
Hospes means host, innkeeper and landlord.
(and yes, in Spain they named a hotel chain after me)
Pleasealso have look at LinkedIn, Twitter, Facebook
www.verlichtinginbusiness.nl
www.ontdrenthen.nl
www.alledertiengoed.nl
www.tsjee.comwww.corhospes.nl
What do youdo online?
Relevant content. News. Added value. Entertainment
Relevant content.
News.Added Value.
Entertainment.
Social media?
‘Platforms that faciliate conversations.’
‘Platforms for and by people where they share
stories, knowledge and (product) experiences.’
It’s just a medium.
Social media is for and by people.
From consuming content...
...To creating content
Media are democratized. Everyone its own channel. Everybody is an author.
Writing, filming and saying what you want. Feelings,
recommendations, adventures, knowledge,
complaints, whatever and whenever you want
- 2/3 of the world visit social media- 34% of all bloggers writes about brands /
products / services- 8% of all consumers make a video about
a brand and place it on sites like YouTube
78% trust tips from their friends
14% trust advertising
ING Report: Hotel industry and social media
2011: “Approximately 3/4 of all guests used
internet as a reference when looking for a
room. Reviews on sites like Zoover.nl and
TripAdvisor.com are therefore more and more
important for hotels.”
ING Report: “American research shows that
2/3 of travellers are being influenced by
online reviews. Online reviews are even more
important than the location of the hotels.”
WTF!
IN THE NETHERLANDS: 37 MILLION PER WEEK
IN AMERICA: 3.4 BILLION CONVERSATIONS ABOUT BRANDS PER DAY
6% talks about brands online.
Offline conversations about
brands are among five people.
Online conversations are
followed by thousands.
And it is forever on the Web.
How can you ensure that people talk about you?How can you ensure that people talk about you?
GIVE people something to talk about.
Social media = giveSocial media = shareExperience, knowledge, stories, information, news..
“ We should stop selling products. And start telling stories.”
Pointpeopleto your door
Pointpeopleto your door
How?
Strategy.Who, what, why and how
‘ You must unlearn what you have learned.’ – Yoda, Star Wars IV
Business as usualis overBusiness as usualis over
Sending advertisements doesn’t belong on social media. Then you’re not
human, but an advertiser. Advertising messages are
not conversations.
Start dialogue.Ask questions.
Be honest.Be personal.
Help with questions/problems/complaints.
Show empathy.
Social media is about talking WITH and not
about talking TO people.
Half of European consumers would love to work with companies- 45% want to help with advertising campaigns
- 53% like to develop new products
- 66% like to give feedback on new products (Source: Insites Consulting)
Involving people means more(brand) commitment and (brand) loyalty.
- 3,000,000 members- November 9, 2010: 100,000 ideas- 100 of these ideas executed. Alike: Starbucks
VIP card, free coffee for Gold Card members on their birthday, and free morning coffee when you purchase a bag of coffee beans
- Starbucks collects information about what their customers find valuable
- Openness. Critics have every opportunity to respond
- No selling. But sharing a passion called Starbucks
(see also: ABN Amro Blackboard, Nokia Beta Labs and Dell Idea Storm)
Buzz is the driver of the content economy.
On Facebook you’ll find worldwide 30 billion posts
with news, web links,photographs, thoughts, blog
posts etc. Each month.On Twitter 50 million tweets.
Each day.
70% of social media users only watch
and listen. So make sure that the
rest will pick up your content.
Be relevant,be interesting.
Withoutrelevance,
noresonance
How can hotels be relevant online?How can hotels be relevant online?
Be an authority.
Be social.Social media are not called
social media for free
Contens is about your speciality.
The more relevant content you post, the more traffic you get.
Show your authority.
Blog is about you.
Facebook is a hangout for your friends.
Don’t talk about yourself, talk to your friends.
What do they like? What are their interests?
Make custome made content for them.
Ask for their dominions. Share interesing links
and news. Give tips on how they can use your
products the best. Provide added value.
No talking logos on Twitter
AEGON Tweetbanket.
One hour around actual
theme with amongst
others 1000 followers.
50 to 80 questions
addressed
AEGON Tweetbanket.
One hour around actual
theme with amongst
others 1000 followers.
50 to 80 questions
addressed
#tweekendaway
or
#tweekaway
Don’t send a tweet,give a tweet.
“ Don’t speak unless it improves the silence.” – Buddha
Share experiences of your customers.- Talk with them in the lobby or hotel bar.
- If they aren’t already sharing their photos
and stories on social media, encourage
them to do so or do it for them.
- Ask for a review while they check-out
Six chancesSix chances
1. Extend your concierge online
2. Action2. Action
3. Customer Service
$ 3,500 guitar broken during flight United AirlinesAfter 9 months of negotiations, yet no solution
- Video on YouTube with song: 9,000,000 views (June 2010). Top 10 virals 2009
- Media jumped on it. United dropped 10% on stockmarket (cost $ 180,000,000)
- Finally apology United. Airline paid for guitar- Tens of thousands of reactions with United-
horror stories- Song #1 in iTunes Music Store, week after
release- Singer wellknow speaker on customer service.
During a flight with United his luggage, yes...
Dell Hell
4. Last minute deals for fans/followers
5. Involve your followers
6. Attrack non-guests
Create new conversations from a new audience. Locals who don’t stay at your hotel but are attracted by your restaurant. They can also talk about you and spread awareness to get your core target market.
Roger Smith Hotel saw a 32% increase in food and beverage sales due to engaging in social media to draw in this secondary audience.
7. #Events
#Twitterlunch
No reply
Open that door!
HM, R&D, PR, Sales, Marketingcommunication: social media team with social media manager/
contentmanager
HM, R&D, PR, Sales, Marketingcommunication: social media team with social media manager/
contentmanager
9 rules
1. Listen
2. Give (relevance/added value)
3. Let go
4.REIResearch, Experiment, Integrate
5. Tell
6. Maintain
7. Sweat
8. Passion
9. Be human
Not a lifesaver
Social media is an amplyfier.
: = x
Social capital
Social media is not about- Tools- Create profiles- Blogs/Profiles polluted with
irrelevant content
Social media is an empathic way to build
bridges between your company and brand
and your audience, customers and followers.
And social media is about adding
value to social platforms where you
want to have conversations
- Who are you, where do you stand for?
- What’s your added value
- Get buzz and ultimately sales
BE. ADD. GET.
“ Hospitality is a people business. People should be the focus. Not spreadsheets and hard selling. It’s about long term strategy. Not about a short ‘bang your buck’ strategy.” - Brian Simpson,
Director Digital Media Vikram Chatwal Hotels, NYC)
Social media starts
online. Goes on offline.
Continue IRL the
conversation.
ROI meansReturn On Ignoring
What’s the difference between a guest who enters your hotel through your front door and a guest who enters your hotel through social media?
“ Doing nothing with social media is no longer an option.”
!"#$%&
Thank you for your attention
