Overview of Format and Topic - Webinars, Webcasts, LMS...
Transcript of Overview of Format and Topic - Webinars, Webcasts, LMS...
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Thursday, February 24, 2011Thursday, February 24, 2011
2:00 2:00 –– 3:00 PM EST3:00 PM EST
Digital Marketing Webinar SeriesDigital Marketing Webinar Series
Session 1 Session 1 –– An Advanced Social Networking Strategy
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Overview of Format and TopicOverview of Format and Topic
Webinar ModeratorFran Brasseux
Executive Vice President, HSMAI
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HSMAI University Alliance PartnersHSMAI University Alliance Partners
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POLL QUESTION #1POLL QUESTION #1
How many people are participating in
this webinar at your location today?
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� 8 or more
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TodayToday’’s Presenter s Presenter
� e-Commerce SEO/SEM consulting since 1999
� 20+ Years of direct hotel sales experience
� Approved vendor with Marriott, Hilton and Wyndham Hotels, Darden Restaurants, TGI Fridays
� Services include:
� Social networking
� Pay-per-click marketing
� Search engine optimization
� Online Press Releases
� OTA Consulting
� Gordon LiametzRevenue Performancewww.RevenuePerformance.com
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Poll Question
� Which social networking sites to you participate with on a
weekly basis?
1. Facebook
2. Twitter
3. LinkedIn
4. Foursqaure
5. Youtube
6. Blogs
7. Social Bookmareting Sites
8. Other…
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21 Questions You Need to Ask First
1. What goals do you want to achieve from a social media?
2. What measures of success will be used to evaluate your efforts?
3. What are your current social media channels and destination web
sites/pages? What can be improved?
4. Do you employ a full-time, part time, interns to be the voice?
5. If not, do multiple staff share the role? If yes, how?
6. Are you conducting a formal effort at monitoring social channels? If so,
how?
7. Does our audience prefer particular sites? (Twitter, Facebook, blogs, etc.
8. Do they comment, do they contribute content, what is their participation?
9. Have you identified and engaged with the influentials?
10.What unique value does your current social media efforts offer?
11.What is the competition doing on the social sites?
12.Do you have a content strategy?
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21 Questions You Need to Ask First
13.What departments need to be involved with the social effort?
14.What resources are available within the hotel/restaurant/CVB for support
and implementation of your social media strategies?
15.How will you keep content creation, promotions fresh?
16.How will promotions/contests be handled? Internally and externally?
17.How do we foster and manage social customer relationships when they have
questions or post negative comments?
18.How do you manage multi-channel participation on a timely basis?
19.What tools will you use for listening, publishing, promotion, measurement,
etc? Who will monitor and react with these tools?
20.Should I just outsource my social strategy? If yes, what should I budget and
what should my expectations be?
21.What tools will you use to manage the social networking sites? Download our
list of tools : www.revenueperformance.com/freeresources.htm
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What Departments Need to be Involved with Your
Advanced Social Media Strategy
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Guest Services Public Relations Marketing HR/Legal Owner
Aid in resolving
issues
Talk to guests
after an email
or contact is
established
Develop
content
Communicate
with guest
concerns
Use as PR
vehicle
Monitor for
press
situations/
stories
Monitor posts
Post content
Push out
promos
Integrate with
advertising
campaigns
Guide and
implement
teammate
social media
policy
Create
posting policy
Support
Budget
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Critical Elements
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Six Tactics to the Social Outlets
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And, Find Your Overlaps
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Have You Set Your Social Media Goals?
� Define relevant success metrics that translate into, branding,
revenue, life time customers, etc.
� Set Goals based on these metrics
� Implement a strategy, review metrics. Filter out channels
and strategies that do no work for you.
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Example Social Media Goals
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Create a Content Strategy
� Bring together all of the stakeholders (Marketing, sales,
management, etc.) and develop a plan how to create and manage
your digital content
� Use your web analytics program to help deliver the content
� Companies that have a community presence have more website
visitors, more inbound links and more indexed pages
� Download our free Content Planner:
www.revenueperformance.com/freeresources.htm
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A Successful Content Strategy Includes
� Know Your audience
� Provide relevant content
� Create a editorial calendar
� Track and Improve your results
� Grabbing the consumers attention
� Spread your message over several posts
� Understand the content needs of your audience
� Articles, Video, Wiki, community posts, engagement, etc
� Be a valuable source of information about your destination
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Create a Online Video Campaign
� The term “A picture is worth a thousand words” has never
been truer
� Consumers are now using the web to look for pictures and
videos they want more information and want to see what
there is to do in a destination or about your hotel
� Create webisodes
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Integrate Offline and Online Advertising
� Social marketing allows a you to extend you offline marketing
� Including a your Facebook Page or blog URL in offline ads act as
social proof, inviting potential consumers to see your community
and increase trust
� Not only can integrating online and offline advertising help the
conversion process, but it can also help build your community
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Message Consistency
� Deliver the same message over multiple platforms instead of
tailoring communications for each individual site
� Your style of writing may be the same on on Facebook and
Twitter but may fail on LinkedIn
� Understand that each site is different then customize the
message but ensure consistency
� Be sure to maximize your potential by sending a user that
follows the business on Twitter and Facebook two different
messages, instead of the same thing.
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Local Social Networks
� For a hotels and restaurants local can be a big win if they are
optimized appropriately
� Make sure your site is included in local networks in order to
secure links
� Make sure you check your competitors. Where are they listed?
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Contests and Discounts
� Using that community to drive revenue, branding, awareness,
etc. is the true power of social media
� One way to excite the community is to collectively do
something to create a contest or offer an exclusive discount
� Contest can build buzz organically and a good social media
contest should include some sort of sharing
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Poll Question
� Which social networking sites to you participate with on a
weekly basis?
1. Facebook
2. Twitter
3. LinkedIn
4. Foursqaure
5. Youtube
6. Social Bookmareting Sites
7. Other…
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Facebook LIKE in a QR Code
� Now you can more easily accomplish the desirable action of “likes” your Facebook page through a
QR Code.
� Likify is a free service that not only allows you to create a QR Code for liking your Facebook
Page, but to also insert an image that clearly identifies the targeted source. A person would
simply use their iPhone or other mobile device to scan the QR Code
� Where could QR Codes be used?
� Your brochures and other marketing materials
� Convention and event nametags
� Restaurant menus
� On glass doors
� Poster or Flyers in the hotel
� Provide cards or t shirts to campus reps
� Provide t shirts with certain staff
� Buttons that the entire staff wears
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http://www.qrstuff.com
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Resources
� it is important for your organization to monitor how their brand is
being handled through the various social media channels
� Since there are only so many hours in a day, getting this done
effectively, and without using up all your time can be challenging
� Download a list of 20+ free social networking tools:
www.revenueperformance.com/freeresources.htm
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Two Months Free Order by March 15, 2011
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All Attendees Are Eligible For a All Attendees Are Eligible For a
Free One Hour Consultation From Free One Hour Consultation From
Revenue Performance Inc.Revenue Performance Inc.
� Contact: Gordon LiametzFounder & [email protected]
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Questions? Questions?
� e-Commerce SEO/SEM consulting since 1999
� 20+ Years of direct hotel sales experience� Approved vendor with Marriott, Hilton and Wyndham Hotels
� e-Commerce expert and frequent speaker at industry events
� Services include auditing your current SEO/SEM provider, pay-per-click marketing, search engine optimization, social media optimization and creating online hotel awareness to drive revenue
� Gordon LiametzRevenue Performancewww.RevenuePerformance.com
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Upcoming Webinars:
Digital Marketing Series: Session 2: March 8 – Social Networking Best Practices, Session 3: March 22 – How to Use Gelocation Sites to Build Your Presence - With Gordon Liametz, Revenue Performance, Inc.
March 1 – 2011 – Where Are We and Where Are We Going? With Jan Feitag, STR and Robert Mandelbaum, PKF Hospitality Research
March 10 – How to Turn Loyal Customers Into Salespeople – Zuberance is sponsoring the webinar and generously offers first 100 registrants to attend free
March 15 – Ten Must Do’s for Online Reviews, With Holly Zoba, Signature Worldwide
April 14 – Portrait of American Travelers, With Peter Yesawich, The Ypartnership
Coming Soon – The HSMAI University 2011 Revenue Management Series
To register for these and more, please go to www.hsmaiuniversity.org.
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HSMAI and RedGlobal announce new 4 week online course leading to Certified in Hospitality
Business Acumen (CHBA) Certification!
� Relevant – Respected – Recognized – this eLearning, Simulation, and Web Conferencing course is given nowhere else
� Begun in 2006, we are thrilled to announce the new online version of a course that over 4,400 participants in 40 countries have taken onsite and given a 9.5 (out of 10!) rating
� Increase your CONTRIBUTION – Stay COMPETITIVE – Demonstrate your EXPERIENCE – Advance your CAREER
� Registration available for Spring and Summer courses shortly – watch www.hsmaiuniversity.org or email [email protected] with questions
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EvaluationEvaluation
� Please take a moment now to click on the Evaluationlink in the LINKS box and complete the evaluation.
� Be sure to click on “Submit” when you have completed the evaluation to send us your responses.
� Your comments & suggestions are very important to us, and they help us to provide you with quality programming.
TodayToday ’’s webinar is copyright 2011 by the Hospitality Sale s & Marketings webinar is copyright 2011 by the Hospitality Sale s & Marketing Association International Association International with All Rights Reserved.with All Rights Reserved.