1

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

2

Overview of Format and TopicOverview of Format and Topic

Webinar ModeratorFran Brasseux

Executive Vice President, HSMAI

3

HSMAI University Alliance PartnersHSMAI University Alliance Partners

4

POLL QUESTION #1POLL QUESTION #1

How many people are participating in

this webinar at your location today?

� 1

� 2

� 3

� 4

� 5

� 6

� 7

� 8 or more

55

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

6

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…

6

7

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?

7

8

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

8

9

What Departments Need to be Involved with Your

Advanced Social Media Strategy

9

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

Facebook

posting policy

Support

Budget

10

Critical Elements

10

11

Six Tactics to the Social Outlets

11

12

And, Find Your Overlaps

12

13

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.

13

14

Example Social Media Goals

14

15

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

15

16

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

16

1717

18

19

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

19

2020

21

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

21

2222

23

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.

23

24

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?

24

2525

26 hsmai.org26

2727

2828

29 hsmai.org29

30

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

30

31

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…

31

3232

3333

3434

3535

36

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

36

3737

3838

39

http://www.qrstuff.com

39

40

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

40

4141

42

43

Two Months Free Order by March 15, 2011

4444

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 & CEOgordon@revenueperformance.comwww.RevenuePerformance.com

4545

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

46

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.

47

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 ktindell@hsmai.org with questions

47

48

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.