Marco Beach Ocean ResortSocial Media Marketing

Social Media Marketing

• Relationship building & customer satisfaction• Long-term value over short-term sales• Seeking permission & Serving Needs– Spam vs. mailing list

• Metrics• Extremely Targeted & Heavily personalized– one-to-one relationship that the customer expects– Tracking customer behavior

• Direct engagement to create brand advocates and spread word-of-mouth

(Hospitality-Driven Marketing)

Facebook - Overview

• 800 million active users• USERS amass an online network of friends, family,

acquaintances & then post content/info that gets shared with them– Profile – display your personal info and keeps record of all

your posts– News Feed –constantly-updating stream of your friends’ posts

• Pages – business profile– “Friend” the person, “Like” the page to subscribe– The posts of the business show up in the news feed of the

subscribers

Facebook - Hotels

• Marco Island– Marco Beach Ocean Resort – 567 likes– Marco Island Marriott – 5,659 likes– Marco Island Hilton – 847 likes– The Boat House – 279 likes

• Naples– Naples Beach Hotel – 4,016 likes– Ritz Carlton of Naples – 16,689 likes – Naples Grande – 1,994 likes– Bellasera Hotel – 557 likes– LaPlaya – 4,597 likes– Inn on Fifth – 679 likes

Facebook – Welcome Pages

Facebook – Welcome Pages

Facebook – Welcome Pages

facebook.com/marcobeachoceanresort

Facebook – Status Updates

• Hotel– Engaging Content – Pictures & Videos

• Holidays, Staff, Beach

– Seasonal deals & Specials– Facebook Fan Promotions– Upcoming events, concierge’s tips

• Sale e Pepe– Post new menus, pictures of special dishes– Special deals – ½ off Happy Hour Bar Bites– Click Rate– Number & Quality of Reviews (not necessarily the star value)– Paid Listing

(or: what the hell do we post?)

Example Posts

Example Posts

Example Posts

Example Posts

Facebook – Status Updates

• Pictures– Family – spouse, kids, parents, pets– Special Events, Social Life, Holidays– Themselves (exercise in narcissism)

• Share Content– News articles – political, business, entertainment– Videos & Pictures – funny, inspiring things they find online

• Personal News & Announcements– Where they are, what they’re doing – Vacation & Travels– Random quotes, happenings & observations about life

• Feedback– Emotional: praise, condolences, anger– Critical: complaints, suggestions, appreciation

What do people like to share w/ friends?

facebook.com/marcobeachoceanresort(facebook.marcoresort.com)

facebook.com/marcobeachoceanresort(facebook.marcoresort.com)

Who are our customers?Jonathan Hill• Miami, Florida• Professional Videographer• Married (Chari Meltzer)• Anniversary (Jan 18, 1998)• Two Kids• Jewish• Likes Boating/Fishing• U.S. Army Vet• UMiami Football Fan• 289 Facebook Friends

Stephen C• Columbus, Ohio• Married• Dog-owner & pet-lover• Very Political (Republican)• Likes going to Star Wars &

comic book conventions• 232 Facebook Friends

This is by just looking at their Facebook pages.Imagine if we googled them!

Facebook Timeline

Facebook Insights – User Metrics

Facebook Insight – User Metrics

Facebook – Actions

• Prepare Content for Posts– Publishing Calendar

• Reply to all guest comments– Reply to all guest comments, especially when

something special– Answer any questions they may have

• Track Customers– Demographically via “Insights” metrics– Learn more about individual guests, especially repeat

visitors & active facebook participants

Facebook – Goals

• Set a milestone for subscriber base– Push in-room and in-restaurant promo campaigns to

increase our Facebook fan-base– Incentivize being active subscribers to our page

• Collect Relevant Customer Data– Facebook info, Hotel visit & spending patterns

• Begin targeted marketing campaigns– Via personalized e-mail blasts & one-to-one via

Facebook (for their friends to see)– Reward guests for being advocates of our business

Twitter

• 300 million users• Twitter users post messages openly or

directed toward other users – “tweets”• Profile – list of all our tweets• Stream – list of all our followed users’ tweets• “tweets” are publicly searchable– Returns up-to-moment results for who is talking

about “Marco Island”

Yelp - Overview• Local Directory & Review Site

– Mobile App, Location-Based, Siri for iPhone– 61 million site users, 5 million mobile app users

• Search Results & Ranking– Location (mile proximity using phone app)– Listing Content– Click Rate– Number & Quality of Reviews (not necessarily the star value)– Paid Listing

• Yelp Review Filter – Authentic natural reviews– Active “Elite” users carry high value

• User has a Yelp profile and reviewed multiple businesses in the area• Value comes from how much time you invest in the site (number of friends & reviews)

– “Encouraged” reviews by the business have little or no value– Fake Reviews negatively effect score– Rare Extremes (1 star & 5 star) do not carry as much weight

Yelp – Review Filter• Services filter what they believe are “Untrusted” reviews• In order for reviewers to seem more legit, they most likely have to:

– Subscribe as user to Yelp & fill out as much personal content as possible– Connect with friends– Post multiple reviews at variety of venues & locations– Post user picture

Yelp – Marco Island• Hotels– Marco Island Marriott*

Rank # 1, 4 stars, 35 reviews– Marco Island Hilton*

Rank #2, 3.5 Stars, 9 reviews– Eagle’s Nest Beach Resort

Rank #3, 5 stars, 1 review (very elite user)– The Surf Club

Rank #4, 5 stars, 1 review (somewhat active user)– Marco Beach Ocean Resort

Rank #5, 3.5 stars, 4 reviews

*Marriott & Hilton have special affiliations with Yelp

Yelp – Marco Island

• Italian Restaurants– #1 Da Vinci Ristorante Italiano (4 stars, 28 reviews)– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)– #5 Sale e Pepe (4 stars, 9 reviews)

• Restaurants– # 1 Kurrent’s Restaurant (4 stars, 11 reviews)– #2 Arturo’s Ristorante Italiano (4 stars, 15 reviews)– #3 Verdi’s American Bistro (4.5 stars, 24 reviews)– #4 Da Vinci Ristorante Italiano (4 stars, 28 reviews)– #7 Sale e Pepe (4 stars, 9 reviews)

Yelp – MBOR

Yelp – Sale e Pepe

Yelp – Paid Ads

• Two kinds of listings– Search Results Page Listing– Competitors’ Business Page Listing

• Impression-Based (how many users see the ad - 800)

• Includes:– Targeted Ads– Enhanced Profile (photo slideshow, video)– Competitors’ ads removed - Prohibit other businesses from

showing their paid listings on your page– Account Manager– Advanced Tracking

Search Page Listing

Competitor’s Business Page Listing

Yelp – Deals

• E.g. Groupon, Living Social• Purchased online• No upfront; Yelp retains 30% of the discounted

price from each deal sold

Yelp - Actions• Make sure listings are accurate– Hotel & Restaurant amenities, prices, hours of

operation• Respond to ALL reviews– Show appreciation and respect to ALL customers– Comments are PUBLIC– show efforts to correct a Negative experience

• Attract Elite Reviewers– Yelp isn’t kidding about this (http://www.yelp.com/elite)

FourSquare - Overview

• 10 million registered users• Completely Mobile location check-in app• Using GPS, people check-in• Users’ check-ins are announced to friends via

facebook & twitter (Hey, guys– I’m here now!)• Businesses can reward regulars in the site via

running special deal campaigns• Track overall check-ins & individual users

FourSquare - Metrics

Trip Advisor - Overview

• 50 million users monthly• Owned by Expedia• Like Yelp, reviews are weighted:– Contributor’s time on the site– Number of reviews they’ve posted– Variety of places they’ve reviewed– Distribution of votes

Trip Advisor – Marco Island

• Hotels– The Boat House Motel

Rank # 1, 4.5 Stars, 245 reviews– Marco Island Marriott

Rank # 2, 4.5 stars, 696 reviews– Marco Island Lakeside Inn

Rank #3, 4.5 Stars, 200 reviews– Marco Beach Ocean Resort

Rank #4, 4.5 stars, 369 reviews– Marriot’s Crystal Shores

Rank #5, 4.5 stars, 97 reviews– Hilton Marco Island Beach Resort

Rank #7, 4 stars, 563 reviews

Trip Advisor – Marco Island

• Italian Restaurants– Sale e Pepe (rank # 18, 4 stars, 55 reviews)– Arturo’s Ristorante Italiano (# 21, 4 stars, 63

reviews)– Da Vinci Ristorante Italiano (#8, 4.5 stars, 263

reviews)• Restaurants– Verdi’s (#4, 5 stars, 163 reviews)– Café de Marco (#9, 4.5 stars, 133 reviews)

Customer Relationship Management

• Gather Metrics– Top guests by number of visits & dollars spent per visit– Top diners by number of visits & dollars spent per visit

• Build Customer Profiles– Contact, relevant info, personal preferences– Interactions that our staff has with guests– Social Networking

• Launch New Marketing Strategies– Integrated into service & customer experience– Extends beyond the guests’ stay