Social Media 2.0
Jeff Higley
Editorial Director/Vice President
HotelNewsNow.com/STR
jeff@hotelnewsnow.com
Social Media 2.0
http://www.youtube.com/watch?v=3SuNx0Ur
nEo&feature=related
Social Media 2.0
Chris Jackson
Vice President
GCommerce Solutions
cjackson@gcommercesolutions.com
Social Media is Ubiquitous to Business
• Don’t Be Channel Focused – Be Purpose
Focused
• Customer & Competitor Insight
• Guest Relations/Service
• Employee Recruitment
• Sharing of Expert Insight (local expert contribution)
• Co-Creation and Brand Insistence
• Sales Generation (be careful though)
Social Media Steps for Success
1) Starts with a Plan Based on Objectives
2) Identify your Social Media LTSCA’s
3) Create a Social Media Strategic Theme by
Objective
4) Identify Target Audience, Tone & Personality
5) Invest in the Effort & Get Buy-In
6) Launch, Measure & Adjust
Walk Before You Run
• Basics First then Advance
• Review Sites are Still the Most Powerful
Form of Social Media, in Terms of
Influencing Potential Guests
Social Media 2.0
Justin Holmerud
Field Marketing Social Media, Mobile & Video Manager
Starwood Hotels & Resorts
Justin.Holmerud@starwoodhotels.com
Who Becomes a Fan?
Facebook Marketing Travel &
Leisure Study
Guest Engagement
Followers
Engagers
Advocates
A Social Example
Deal Sites
Users
Life
Opportunity
Businesses
Thinking about ROI
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Lead Generation
Conversion
Retention
Loyalty
Repair
Social Media 2.0
Ted C. Raynor
Attorney / Mediator
Burch, Porter & Johnson, PLLC
traynor@bpjlaw.com
Social Media 2.0
Jerry Stafford
Regional Director of Revenue Management
Davidson Hotels & Resorts
jstafford@DavidsonHotels.com
Reputation Management
 Not just about responding to negative comments
 All comments
 Genuine language
 Taking responsibility
 A potential customers first impression
 Genuine concern and care
 Bad Days
 Potential customers
Reputation Management
 It is your reputation that is on the line every day
 Past to Future
 What to manage
 Perceived Truth
 It can be a medium to get your message out
 What we are doing right
 Promote
Social Media 2.0
Sandee Swearingen
Regional Sales Director
MICROS eCommerce Services | TIG Global
Sswearingen@tigglobal.com
Geo Social
Location Based Social Networks
“An extension of your Social Media Strategy”
Value of Geo Social
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A Perfect Fit for the Hospitality Industry
Engage Your Audience Where they are
Drives more “Earned” Media Value
Drives Incremental Sales
Free cost of Entry
Creates Loyalty
Engage
Influence
Opinions
Visitation
Geo Social is reliant on Mobile
Mobile:
5.3 billion mobile devices are used worldwide — that’s 77
percent of the world’s population
Smartphones:
21.8 percent of all mobile devices are smartphones.
Facebook:
250 million people accessing the site via mobile
Yelp:
Yelp is topping 50 million unique visitors per month. Its
move to team up with OpenTable earlier this year will only increase
its relevancy
notable trends in the geosocial universe, cou