Benji Greenberg - BCV Evolve
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Transcript of Benji Greenberg - BCV Evolve
BCV Social Media Management
Social Media Management & Strategy
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• About BCV • The Customer Lifecycle • Building a Strong Social Presence • Campaign Examples
Benji Greenberg @BCVBenji
Who We Are
BCV is a full service social media management & strategy agency with expertise in the hospitality industries. We manage and monitor the social spaces up to
,
and our team of social media experts, community monitors, graphic designers, copywriters and more, work with your team to build a strong and effective social media presence, in short:
New Customer Lifecycle
Discovery
Purchase
Pre-‐Arrival
On Property
Post Arrival
Con8nuous Touch Points
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The Social Web: Discovery
Users search in traditional networks while sharing and conversing about those search results in public social networks.
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Discovery
“Looking for hotel ideas in LA & San Diego! Got any?”
“Looking for hotel deals on Priceline… Anyone know a great place in Miami I should take a look at?”
@Angela341
@MarkusMan2
“Anyone have any ideas where we should go on our honeymoon?!?”
@briIalbrecht
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Purchase
AKer users make a purchase, they talk about their excitement in public mediums where they reference the hotel they are staying at as well as the des8na8on.
The “hotel stay” oKen starts before the customer arrives on property.
“VacaEon Booked! J The Ritz-‐Carlton Half Moon Bay here we come!”
“@NewMediaJim Looking forward to having you! Please tweet us if we can be of any assistance.”
@NewMediaJim
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Pre Arrival
The window created by iden8fying the guest before they arrive allows for possible customiza8ons and purchases for addi8onal services.
“@RitzCarltonHMB Thanks and will do! Planned our flight so we arrive in Eme for 1:30 brunch seaEng on Sunday.”
“@NewMediaJim Great to hear! We’ll be anxiously awaiEng your arrival. Safe travels & let us know if we can help with anything prior to your arrival.”
@NewMediaJim
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On Property
“The view from our balcony as a golfer works on his short game at @RitzCarltonHMB (Photo)”
“@NewMediaJim Great photo, thank you so much for sharing. We hope you are enjoying your stay!”
While on property, guests will use the mediums to share posi8ve & nega8ve experiences. They will also use the mediums for customer service, room service, etc.
@NewMediaJim
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On Property
While on property, guests will use the mediums to share posi8ve & nega8ve experiences. They will also use the mediums for customer service, room service, etc.
“@RitzCarltonHMB I’d love Mexican coca cola in a bo_le but more realisEcally, @RitzCarltonHMB, my conference a_endess would like diet coke! #ieww #cd11LP”
“@LarryChiang Mr. Chiang, the diet coke is on its way! Please let us know if we can be of any further
assistance.”
@LarryChiang
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Post Arrival
AKer guests depart they leave real 8me reviews on mediums such as Facebook and TwiIer. Just as with Trip Advisor, these reviews are seen by a large amount of users.
“Was very sad to leave the serenity of @RitzCarltonHMB, but happy to meet the friendly face behind their tweets! Had a lovely Eme there.”
20 Users “ReTweeted” This Message Over 200,000 Impressions
@NewMediaJim
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Continuous Touch Points
“Happy Birthday! Safe travels home. Loved your birthday cake from your family!”
“I loved it too!! Can’t wait to get home and see them!”
AKer guests depart they leave real 8me reviews on mediums such as Facebook and TwiIer. Just as with Trip Advisor, these reviews are seen by a large amount of users.
Opportunity to Con?nue the Rela?onship
@NewMediaJim
@Louis34
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The Account Process
Develop & Strategize
Identify & Engage
Consistent Monitoring
Development & Strategy we use imagery, video, positive reviews and articles, while developing original and creative written content designed to draw in, engage and inspire your followers. Identify & Engage we interact with target users on a daily basis, thus increasing your hotel’s presence on social media networks such as Facebook and Twitter.
Consistently Monitor we supervise each of your sites and interact with those who have questions and comments, putting your voice out there with sincerity and authenticity.
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Think about what makes your product unique. What do you want users/guests to know you for?
Development & Strategy
Building a Strong Social Presence
Development & Strategy
Content Sparks Conversation
Simple photos such as an employees first day, snow from a window, or even your bar all have the poten8al to drive conversa8ons. Conversa8ons turn into new poten8al leads…
Seek out your key clientele to augment the referral process. Target conversations where you are being discussed as well as conversations where you could potentially have a sales impact.
Identify & Engage
Generating Community Interest
Lead Generation
RFP Leads: Mee8ng Space
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Lead Generation
Over 5 Million Impressions
A Simple Welcome…
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Lead Generation
Leads for others…
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Treat the channels as phone lines before anything else. Address the negative and be transparent.
Consistently Monitoring
Strengthen Customer Loyalty
FountainBleau Mobile App Launch
¡ Hotel Mobile App ¡ Goals:
¡ To get app in the hands of current guests and future guests ¡ Build a database of tech savvy hotel clients ¡ Get exposure to competition set guests ¡ Grow the Facebook Fan base
¡ Build Sweepstakes § Went to hotel’s biggest advocates (fans and followers) § Bonus entries to encourage sharing § Incentivized with on-‐property rewards § Supported with $500 worth of Facebook ads
¡ Fontainbleau app is in the top 25 for downloads for 3 weeks ¡ 7,000 Downloads ¡ 2,000 entries and email addresses ¡ 4,000 new fans
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Facebook Sweepstakes: App Launch
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Facebook Sweepstakes: Pitbull Labor Day
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Pitbull Video Tab
• The Pitbull Video Tab acted as a landing page for messages sent out from Pitbull. • When a user landed on this tab they were forced to “like” Fontainebleau before
gaining access to the video. 24
Virgin Atlantic: Red Hot Reporter
¡ Talent search to report from NFL International Series ¡ Goals:
¡ Get in front of US/UK travellers and ineluencers ¡ Increase the Engagement Rate with business traveler demographic ¡ Expand brand’s positioning as unique and playful to NFL audience ¡ Create user generated shareable content
¡ Build Sweepstakes § Create low barrier to entry (submissions accepted through any platform) § Share user generated content that exemplify the Virgin Flyer § Identify frequent elyers, travellers, ineluencers in target markets
¡ Increased Engagement Rate by 350% over 30 days ¡ Identieied 1,500 potential elyers in multiple US markets
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Commonalities
¡ Provided Exclusive Access (behind the scenes) ¡ Reward Brand Advocates FIRST ¡ Targeted Ineluencers within natural consistencies
¡ Geo-‐locate your target markets ¡ Identify a core ineluencer base
¡ Built on a dedicated fan/following ¡ Develop great and engaging content ¡ Engage regularly with all users ¡ Identify opportunities, ineluencers, and buyers ¡ Not always about “what you engage about” ¡ More often about “who you engage with”
Gathering Data
Foursquare – Test and Repeat
Why Social Media Matters
Forrester Research
• Plaaorms -‐> Phone Lines – Complaints – Posi8ve Comments – Requests – Planning – Booking
How Social Stays Connected
A fundamental shift has occurred in the way people communicate, share information and most importantly make
decisions.
Content Creation Dynamic Ads Exclusive Specials Activating Fans