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Social, Mobile and Local – The Now and Future of Hotel Internet Marketing

Social, Mobile and Local – The Now and Future of Hotel Internet Marketing. Presented by Lisa Klueppel and Philip Faircloth. Agenda. Social media The social media landscape What it means for hoteliers Getting started Mobile The mobile landscape Mobile marketing for hoteliers

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Social, Mobile and Local – The Now and Future of Hotel Internet Marketing

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  1. Social, Mobile and Local – The Now and Future of Hotel Internet Marketing Presented by Lisa Klueppel and Philip Faircloth

  2. Agenda Social media • The social media landscape • What it means for hoteliers • Getting started Mobile • The mobile landscape • Mobile marketing for hoteliers • Getting started Local search • What is local search? • How to optimize for local Wrap-up/Q&A

  3. Social media:Why does it matter?

  4. The social media landscape Google 11.2010

  5. Social media: some figures Social media is pervasive. Social media is persuasive. Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

  6. Social media: some figures * 41% of respondents use social media to express satisfaction with a travel experience; 18%, disappointment. Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

  7. Social media: from consumption to production Democratization & proliferation of information/content. Google 11.2010

  8. Social media: push and pull A true combination of push and pull marketing Google 11.2010

  9. Social media: losing control Brand control is increasingly difficult. Source: “The Conversation Prism.” www.theconversationprism.com 2011 Google 11.2010

  10. Social media: a live dialogue One-way broadcasting is a thing of the past. Google 11.2010

  11. Hoteliers create advocates Find and foster advocates to produce content and reviews for you

  12. Hoteliers manage reviews/reputation Encourage guests to write reviews. Be active on review sites and get personal.

  13. Facebook for hoteliers Definegoalsand strategy. Dedicate the resources.Develop a community. Local info Specials Guest services Loyalty

  14. B A Facebook for hoteliers: new features Utilize the platform to its fullest.A. Facebook “Reveal”B. IBE integration

  15. Social media: where to begin? Before you begin, ask yourself: Why am I using social media? What are my goals? Whom am I trying to reach? What are my expectations? What resources do I have? What’s my strategy?

  16. The Mobile Web:Where are we headed?

  17. The age of the mobile internet Source: “Internet Trends.” April 2010. Morgan Stanley. Google 11.2010

  18. Mobile will be bigger Source: “Internet Trends.” April 2010. Morgan Stanley. Google 11.2010

  19. Global mobile numbers Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google. Google 11.2010

  20. Where the eyeballs are Source: “Mobile Movement:Understanding Smartphone Users.” April 2011. Google. Google 11.2010

  21. Travelers’ mobile usage Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom. Google 11.2010

  22. Mobile for travel planning 52% researched restaurants 46%read about destinations 45%read traveler reviews 42%booked or researched accommodations Source: “TripAdvisor Survey Reveals that Travelers Find Mobile Devices Make Good Travel Companions.” May 2011. TripAdvisor. Google 11.2010

  23. Hotel bookers’ mobile usage 19.5%of hotel queries are on mobile devices 70%of mobile web users book a single hotel room for a single person for the same night 82%booked within a day of arrival (vs. 45% on desktop) 58%were within 20 miles of their hotel Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom. Google 11.2010

  24. Mobile advertising mediums Source: “State of Mobile Advertising US Webinar.” June 2011. comScore. Google 11.2010

  25. Users notice mobile ads Source: “The Mobile Movement: Understanding Smartphone Users.” April 2011. Google/Ipsos Google 11.2010

  26. Efficacy of mobile ads Relative efficacy of mobile vs. other advertising mediaJanuary 2011 Source: Chetan Sharma, January 2011 Google 11.2010

  27. Get ready for mobile Fish where the fish are: expand online advertising strategies to mobile.- Be found on mobile search - Optimize your website for mobile - Think local Google 11.2010

  28. Local Search:Managing your local presence

  29. Local landscape Google 11.2010

  30. Google Places Address, phone, website Reviews Photographs and Videos Booking Rates Property details Share updates Respond to reviews Google 11.2010

  31. Go Local Optimize your local listings across the web 1. Claim your listings 2. Add as much detailed information as possible3. Fill out all applicable fields4. Optimize your description5. Categorize your listing6. Keep your property name simple and accurate7. Use the site-specific features for added exposure8. Upload pictures and videos9. Promote specials and events10. Encourage online interaction with your guests Google 11.2010

  32. Wrap-up Social media • Ordered chaos • Dialogue is inescapable • Start small, think smart, align resources Mobile • Mobile will be huge • Social, Local, Mobile – Now! • Optimize early Local search • Own your listings • Optimize and monitor for success

  33. Questions?Thank you.

  34. Thank you for attending! If you have any additional questions, please post them on our Facebook page or email info@vizergy.com.

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