Social Media 2.0

1. Social Media 2.0 Jeff Higley Editorial Director/Vice President HotelNewsNow.com/STR jeff@hotelnewsnow.com

2. Social Media 2.0 http://www.youtube.com/watch?v=3SuNx0UrnEo&feature=related

3. Social Media 2.0 Chris Jackson Vice President GCommerce Solutions cjackson@gcommercesolutions.com

4. 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)

5. Social Media Steps for Success • Starts with a Plan Based on Objectives • Identify your Social Media LTSCA’s • Create a Social Media Strategic Theme by Objective • Identify Target Audience, Tone & Personality • Invest in the Effort & Get Buy-In • Launch, Measure & Adjust

6. 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

7. Social Media 2.0 Justin Holmerud Field Marketing Social Media, Mobile & Video Manager Starwood Hotels & Resorts Justin.Holmerud@starwoodhotels.com

8. Who Becomes a Fan? • Facebook Marketing Travel & Leisure Study

9. Guest Engagement • Followers • Engagers • Advocates

10. A Social Example

11. Deal Sites Life • Users Opportunity • Businesses

12. Thinking about ROI • Lead Generation • Conversion • Retention • Loyalty • Repair

13. Social Media 2.0 Ted C. Raynor Attorney / Mediator Burch, Porter & Johnson, PLLC traynor@bpjlaw.com

14. Social Media 2.0 Jerry Stafford Regional Director of Revenue Management Davidson Hotels & Resorts jstafford@DavidsonHotels.com

15. 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

16. 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

17. Social Media 2.0 Sandee Swearingen Regional Sales Director MICROS eCommerce Services | TIG Global Sswearingen@tigglobal.com

18. Geo Social Location Based Social Networks “An extension of your Social Media Strategy”

19. Influence Opinions Visitation Engage Value of Geo Social • 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

20. 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, courtesy of JESS3