social media and hospitality - mark nolan's class, shannon college of hotel management
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Social Media and Hospitality Shannon College of Hotel Management
Mark Nolan’s Class Presentation
Presented by
Michelle Conaghan www.avvio.com
The Current Landscape
Ready, Steady……
Average monthly audience in millions
140,336
50,055
23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601
Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart
Typepad
Yahoo Pulse Wikia
Top Network & Blog Sites Average monthly unique visitors (000), Q3 2011 Source: The Nielsen Company
18-34 year old women are the most active
U.S. Social Network Use by Age, Demographics Base: U.S. social media users, Q3 2011 Source: The Nielsen Company
55+ user visits from mobile double
16%
61% 68%
109%
67%
45% 41%
76%
44% 37%
70%
Social Network Growth, by Age, Ethnicity % change, Q3 2010 v. Q3 2011 Source: The Nielsen Company
Fish where the fish are
Facebook Global Stats
845 million plus users world wide
Top three countries include US, India, UK
US has 155 million user.
50% return daily
Business are only reaching 16% of fans
350 million mobile users
Irish Stats
2.1 million user in Ireland
UK Stats
• 30 million users in the UK
Customers expect something in return for a ‘Like’
58%
58%
47%
39%
38%
37%
37%
36%
28%
27%
24%
Expect access to exclusive content, events or sales
Expect discounts or promotions through Facebook
Expect to receive updates about the co. to the newsfeed
Expect the company to post updates, photos or videos to newsfeed
Expect to share with friends, family and/or coworkers
Expect the name of co. to show up on my profile
Do not expect anything to happen
Expect the co. to send more relevant content based on my public profile
Expect to interact with page owner (e.g., brand, person)
Expect the co. to access data in my public profile
Expect the co. to contact me through other channels
Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: ExactTarget
The Rise and Fall
Facebook continues to climb
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
Google + jumps to 8th,
64.9%
19.6%
1.22%
1.03%
0.73%
0.66%
0.60%
0.55%
0.39%
0.36%
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
Top Social Networking Sites and Forums U.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise
New
Google attracts 15+ million
1,758
530
33.08
28.01
19.66
17.80
16.33
14.98
10.58
10.34
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
Top Social Networking sites and Forums Total visits, millions Week ending September 24, 2011 Source: Experian Hitwise
Social media and TV shows
• Important to note for hotels spending on TV advertising
50% 50%
35%
65%
I talk about the show I'm watching I talk about something else
Twitter users Facebook users
Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com
2 in 3 will increase email marketing
65%
3%
27%
5%
Increase Decrease Stay the same No plans to utilize
Email Marketing
Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner
Facebook ad spend up by 281%
281%
22%
200%
11%
All clients Same Client
Spend Impressions
Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne
Social media monitoring tools of choice
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US
Time commitment to social
Social Media and Hotels
Most popular tools by marketers
Hubspot 2011
Show me the Money
Turn connections into customers
GM’s want results in the form of ROI
Unprecedented opportunity to access a global audience at a low cost
The challenge for hotels is to stand out from the crowd
Creating the plan
Listen
Engage
Measurement
1. Develop a strong personal brand 2. Need a strong and relevant contact base 3. Be valued to your connections 4. Grow recommendations 5. Increase your influence 6. Spot opportunities
What the future looks like?
The future for some, the present for others
• Become part of your organisations day to day activity
• Integrates into front office and customer facing team members
• Used as a communication tool
• Customer want to access up to the minute information
• More attention to sphere of influence or clout
• Location marketing
• Customer profiling
• Social Commerce
• Impact of Google+
• I want to be found culture
Live Demo
Via Salesforce
Building social media teams
The Digital Native
• Participate in many different social networks
• Know how to find and gain followers
• Know how to engage with other users
• See the opportunities in and limitations to the media.
• Enthusiastic
• Likely outgoing and keen conversationalists
Image via Salesforce
Top tips
Beware
Your business suit
The business card
Why it’s of interest
• 147 million professionals
• Grown by 45% since last year
• College educated
• 39% of the members is a Manager, Director, Owner, Chief Officer or Vice President
• Business networking
• 58+ million user in US
• Over 70% aged between 25-54
• Average wages €64k
Linkedin Tips
• Remain professional at all times
• Post a suitable photo
• Complete your profile
• Seek recommendations
• Join industry groups
• Connect with people after events
• Don’t spam
Facebook Tips
• Your personal activity
– Check out what’s visible
– Review your privacy settings
– Tagging in photos and places
– Remember who you connect with
– Timeline: ‘The story of your life’
• If involved as a company ambassador
– Follow company guidelines and equitette
Via Hubspot
Twitter Tips
• Your tweet is forever
• Post a suitable photo
• Complete your bio
• Add disclaimer
• Be transparent
• Engaging and helpful
• Use suitable language
• Don’t spam
Google +1
Google Plus Tips
• Set up a profile
• Keep an eye on brand pages
• Try out the functionality
• Follow a few gurus
• Use circles to segment your social
connections
We live in a connected world
Be creative
Go explore
Useful Resources
1. www.mashable.com/social-media/
2. www.socialnetdaily.com/
3. www.avvio.com/news
4. www.socialbakers.com
5. www.socialmediaexaminer.com
6. www.allfacebook.com
7. www.consumerbarometer.eu
Latest news, resources and tips
Social Community
www.facebook.com/avvio
www.twitter.com/avviotweets
www.linkedin.com/groups?about=&gid=3383791
https://plus.google.com/112277724145950763291
www.avvio.com/news-and-events.html
Thank you.
Linkedin: michelle.conaghan
Twitter: @michellecon
@avviotweets
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