Social Media for ServiceBy Josiah Mackenzie at BTO 2010

@HmarketingHelp on Twitter

Keeping a customer is much cheaper

Less than 2% of executives using social

media for service?

The goal of marketing“The aim of marketing is to know your customer so well the product fits him and sells itself.” - Peter Drucker

Who is Josiah?Hotel Management: Vice President, Social Engagement, Adoba Hotels

Agency: Director of Marketing, ResNet World

Analyst: Publisher, Hotel Marketing Strategies

Look at the right numbers

Huge numbers must be put into contextIncreasing number of followers and fans cannot become our only goal

Don’t underestimate the power of one person and

the internet

Your universe must revolve around your

guestsObsess over first impressionsObsess over little thingsObsess over last impressions

3 stages of travel planning

Before a trip: Help with them planning [blogging, video]During trip: Provide real-time service for memorable experiences [mobile, Twitter]After the trip: Get them to share their memories online [review sites]

Before the Trip:Help Guests Plan

The “Concierge Approach to Content Marketing”

Your job: To become the best guide to your city

or industry

Helpful companies get popular

TripAdvisor.comTripWolf.comStay.com

Blogging:The easy way to become a

guide

“Not always on-topic, but always interesting

for our target audience.”- Jeremy Silverman

“I made a €50000 sale

with a snowfall

update on Facebook.”

- Dan Sherman, Ski.com

What if you built your entire website around

service?Apostrophe Hotel in Paris built their website as a city guide

“If you claim to be unique, you can’t have a website like the others.”

“We like to offer more of an agenda for Paris than the Eiffel Tower.”

Video: Important for Service

(Could you make real-time recording easy by providing custom video cameras at each of your properties?)

Try this: Use video chat to help

guests

During the Trip:Focus on Real-time help

What if you built a custom

itinerary for each guest?

(That’s what Tailor Made Hotels does.)

They email each guest before arrival about their

plans, than work to assemble a customized list

of suggestions.

Ask without being

intrusiveYou don’t want to be too intrusive, but you want to ask, “What

brings you to the New York City area?”

- Nashid Braswell, Luxe Concierge

Make guests feel like temporary locals

How GEM Hotels inNew Yorkdid this

1) GEMmine - chalkboard in lobby2) GEMwalks - iPods with audio tours3) GEMtexts - neighborhood updates via SMS

Could you give guests a city guide card?

Africa Talking concierge phone

Mobile is for service

“A Day in Paris” from Van Cleef & Arpels

Don’t think your guests use it?

80% of mobile bookings are same-day

SMS for Service Opportunities

Twitter is (often) Mobile

Delta’s #Snowmaggedon

response on Twitter

“Not social media.Real time media.”

Social networks such as Facebook and Twitter give us the opportunity to serve guests and customers in real time.

This may make a more compelling argument for adopting the social web.

“Fortunes are made or lost in a minute on Wall

Street.”

Twitter is very time-sensitive

Use range of searches to monitor opportunities

Your hotel name

Your hotel name + city

Previous property names

Restaurant names

Your manager’s name

Your concierge

Your competitors

Names of journalists and bloggers relevant to you

Tweets sent from near your location

Searches with location intent (city + hotel; city + event)

Free tool you can use: www.Tweetdeck.com

After the Trip:Focus on Sharing

“Guestsourcing”

“Let Guests use Superlatives.”- Terry Kane, Jumeirah Group

Post reviews everywhere!

How do I get reviews?Create something worth telling your friends aboutAsk your guests at the right timeFollowup after the stay

Adele Gutman says...“You need to WOW them. You need to give them something to talk about. “You need to shower your guest with so many magical moments that they they leave the hotel excited and inspired to take the time to want to share their experience with the world. “People like to do nice things for nice people.”

The telephone is ringing....will you answer it?

Free tool you can use:www.SocialMention.com

Free tool you can use:www.ReviewPro.com

Let guest feedback guide your strategy - not

industry hypeDo you even need Facebook?Are your customers using mobile?What type of email do they want to receive?

3 big ideas

Help guests plan their trip by publishing onlineProvide real-time, on-the-go supportEncourage people to share their experiences online

BTObonus.comTwitter: @HmarketingHelp