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AJ Gerritson, Founding Partner at 451 Marketing, discusses the basics of using social media for hospitality in this seminar hosted by HSMAI.
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Social Media for
Hospitality
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Agenda
• Background on Social Media
• Steps to Engagement
• Open Q & A
What is Social Media?
>800 Million Users
(if it were a country, it would be the 3rd most populated)
1.3 billion 1.1 billion 311 million 800 million
(Qualmann, Socialnomics, 2010)
Americans Spend More Time on
Facebook Than Any Other U.S. Site
Average Facebook Visit is 20 Minutes
of people say that they trust
peer recommendations
(Qualmann, Socialnomics, 2010)
…only 14% trust advertisements (Qualmann, 2011)
64% use social media to make travel plans
among 25-34 year olds, it’s 76%
More than 350 million Facebook users access Facebook through their mobile devices More than 475 mobile operators globally work to deploy and promote Facebook mobile products
91% of mobile internet access is to socialize
425 million mobile Facebook users
Mobile internet access doubled every year since 2009-2011
72% of social network
users access
social sites daily
while travelling
1. Listen
WHAT are people saying about
your hotel online?
WHERE are people discussing
your hotel online?
WHO is discussing your hotel online?
AJ Gerritson
451 Marketing
Also monitor… Industry
Competitors
#TrendingTopics News
Step 2: Define Goals
• Generating more brand awareness?
• Driving brand loyalty or build fan culture?
• Monitoring and managing brand reputation?
• Generating awareness of services or offerings and
increasing sales?
• Attracting new employees, investors,
partners/vendors?
Do Your Goals Include…
3. Find your audience…
… and target media online
4. Know the Tools!
I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-eating groups
I am at the doughnut shop
These are my opinions and expertise on doughnuts
…Using Doughnuts
Social Tools Explained…
5. Define your voice
Depending on your venue, your voice
can take on different tone… Conversational/Casual News Source/Formal
6. Just Like Your Venue,
Important to Create a Branded
Identity Online
Timeline for Brands On March 30, ALL brand pages will be changed to Timeline.
What does this mean for your brand?
Cover Photo
Timeline’s cover photo gives you the opportunity to get creative and further extend your brand experience for Facebook users.
Timeline Apps and Tabs
Posts on Timeline
Added ability to “pin”
posts to keep them top
of mind for your fans -
great for events,
promotions, featured specials.
Posts on Timeline:
• You can star images to double their width
• This creates more vivid eye-catching images
Larger, more eye-catching
images to showcase
events, drink specials,
special guests at your venue
7. Identify key influencers
How is influence determined?
8. Create and Share Define Content Topics
& Create Content Schedule Share!
Step 9: Measure Results
Measure
Plan
Execute
Track
• Have your networks grown or changed? How?
• Are there new social media roles to explore?
• What worked/didn’t work?
• What can we do differently?
• What should we eliminate?
• What should we focus more on?
• How much time is spent on each social media initiative?
• What is our most valuable feedback?
• How is social media changing right now?
• Are we ahead of our competitors?
Measure
To Review…
• Background on Social Media
• Steps to Engagement
• Open Q & A
Questions?
• Founded in 2004
• Based in Boston
• 30 Communications
Professionals
• Partners Nicholas Lowe,
AJ Gerritson, and Tom Lee
• Named a 2011 & 2012
AJ Gerritson Founding Partner
617.986.0224
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Social Media for
Hospitality
