Download - How to Become a Digital Genius [Slides]
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Getting the Edge:How to be a Digital Genius
September 20th, 2012
Presented by:Ashley Chavez, Revinate
Victoria Flood, Avenue Partners
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
What is Revinate?
The gold standard for online reputation and social media management for the hospitality industry
Designed specifically for hotels and restaurants by web and hospitality experts
Powered by sophisticated web technology, yet simple and intuitive for users to use
Tuned into how today’s hospitality consumer thinks and buys
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Competitor
ACompetitor
BCompetitor
CCompetitor
DCompetitor
E
Sales
Mgmt
Operations
Marketing
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Victoria Flood
• Background with Deloitte Consulting• Joined the Starwood Hotels Hawaii Marketing
team in 2005• Social Media Educator• Consults with Independent Hotels
and Ownership Groups• Teaches MBA level Marketing• Blogs about social media strategy blended
with core business discipline
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
What is Digital Competence?
• L2 released a Digital IQ Report• Study quantified the digital innovation of
52 hotel brands• Brands rated as:– Genius – Gifted– Average– Challenged– Feeble
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
What Makes Brands Successful?
Mobile Brand/Hotel Website
Digital Marketing
Social Media
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Methodology
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Methodology
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Digital Competence Study Finds…
Higher Digital IQ = Higher Shareholder Value
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Digital IQ vs. RevPar
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Top Genius Brands
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
How to Become a Digital Geniues
Social, Mobile, Weband Emerging Trends
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
EXCELLENCE IN SOCIAL MEDIA
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Driving Engagement
• The “Cocktail Party” concept
• Listen first, speak second
• Engagement and involvement with your business should be your primary objective
Balance Engagement and Marketing!
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Engaging Your Audience
Driving Interaction:
•Hotel Features
•Contests
•News and Events
•Local Tourism
•Promotions/Deals
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
What is Social Media Value?
Extrinsic Value – anything of interest to your customer outside of your
core product
• What do customers want to know about you and your business?
• What delights your customers?• What interests your customers about your
property, leadership team, or location? • What makes your hotel unique?
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Guest Investment
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Social Consciousness
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Highlighting Guest Activities
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
What Customers Want….
• To be consulted about changes to your business… makes them feel invested
• Information about your local area… makes them feel prepared
• Personal contact with management… makes them feel empowered
• To feel like an insider… makes them feel special
• Lend value to their online experience… makes them want to follow you
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
The Social Media & Revenue Connection
• 67% of Twitter and 34% of Facebook fans buy• Customer loyalty is a key benefit • Repeat customers are more profitable• Promotions only offered on social
networks are easy to track• Social channels
drive traffic
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Social Media and Referral Traffic
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
EXCELLENCE IN MOBILE
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Explosion in Mobile Booking
• Same day bookings are the new walk-in business
• L2 reports that 70% of booking via mobile are for the same day
• Google reports that mobile bookings have grown 3000% (2010 to 2011)
• Travel Weekly reports that smartphone sales rose 58% last year
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Mobile Adoption Levels
• 2/3 of brands offered mobile optimized sites• Most hotels focus Android and Ipad
applications• Limited forays into Mobile Concierge
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Best Practices in Mobile
• Streamlined web viewing• Consider user experience via mobile• Emphasis on Reservations and
Customer Support equally• Integration of Social Media with Mobile• Increase customer touch points with
mobile service
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Guest Interaction Ideas
• Virtual Concierge Services• Text based Customer Service and
Room Service• Text confirmation for OTA customers• Late check-out offers, dining offers etc.• Last minute offers via mobile
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Targeted Offers via Mobile
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Targeted Offers via Mobile
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Mobile Genius
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MGM Resorts over Mobile
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
EXCELLENCE IN WEB
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Excellence in Web
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Best Practices for Websites
• Site Technology• Image Forward and Clean Design• Easy Navigation/Quick Impact• Property Pages and Destination Guides• Customer Service and Booking via chat• Social Integration• Integrated Reviews
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Image Forward
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Integrated Reviews
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Why Integrate Reviews?
Data suggests user reviews pay dividends:
• Brands with on-site user reviews sent 39% less traffic to OTAs• On-site reviews gave customers more confidence when booking
L2 Digital IQ Report 2012
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
EXCELLENCE IN EMERGING TRENDS
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Technology Enabled Hotel Stays
• Concierge have IPADs for video chat• Hotel services over customers’ mobile– Concierge via Twitter or Foursquare–Housekeeping via Text
• Housekeeping using IPOD touch to minimize guest disruption• Technology enabled workout facilities• Devices provided in the room
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
iPads for In-Room Service
• In-room dining increased by 18%• Feature hotel amenities such as SPA,
Restaurants, Car Service, etc• Contact Housekeeping or Hotel Staff• Adjust Room Temp or change channel• Wake up services and more…
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Adoption of Emerging Social Media
Hotels are growing their use of:• Google+• Foursquare• Instagram• Pinterest• Tumblr
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Google+ - Google Goes Social
• Excellent potential with integrated services such as Google Local, Google Hotel Finder, etc.
• Has the potential to compete with other leading social channels as the best reviews/location service for Hotels and Restaurants
• Android profile makes Google+ more powerful in mobile applications
Google+ could be a game changer in the social media landscape
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Google+Beech Hill Hotel
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Foursquare User Demographics
• 15 million users• 3 million check ins per day• 50% men and
50% women• Users are age
18 to 34• 50% U.S. • 50% international
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Foursquare Hospitality Industry Value
• Hotels and Restaurants can put location specific offers in the field for very little money
• Offer response will vary widely• Advertising still lacks complexity and rich
targeting• New medium, but worth keeping up with
trends
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FoursquareRitz Carlton - Flash of Genius
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
• Application that allows users to alter and post images
• Acquired by Facebook for $1 Billion for – great indicator of it’s potential
• Best of use of Instagram is alongside other social channelssuch as Twitter, Facebookand foursquare
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InstagramPhoto Engagement
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Pinterest Usage Patterns
• The ability to pin images and tie them to websites means that traffic increases with pins
• Repining which accounts for 80% of all pins gives Pinterest viral value
• Customers value beautiful images that they can link to other interests on their boards
• Integration with Facebook and Twitter expands word of mouth marketing reach
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Pinterest User Demographics
• 1.36 million users per day• Spending more time on Pinterest Avg. of 16
minutes– Facebook is 12.1 minutes, Twitter is 3.3 minutes
• 68.2% of users are female and 50% have children• 28% has a household income over $100,000– Facebook is 11%, Twitter is 11%
• Strong brands on Pinterest include– Whole Foods– West Elm– Nordstrom
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PinterestFour Seasons Hotel
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Pinterest Hospitality Industry Value
• This site is more likely to drive web traffic than many other social media sites• High Quality imagery is the key to
success on Pinterest• Advertising is still in its infancy • Medium is still new and worth
watching and engaging
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Genius and Your Customers
• Age range
• Where are they coming from (Visitors vs. Locals)
• High or Low percentage of repeat business
• What media has worked for you in the past?
• Common hobbies or interests
• Successful marketing in the past?
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Pick Your Path to Genius
• Not every approach will work for every hotel
• Look to digital as both a marketing channel and a customer support system
• Assess your resources
• Invest in a few key approaches
• Its better to do two things well than six things in a mediocre way
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©2012 Revinate, Inc. | April 10, 2023©2012 Revinate, Inc. | April 10, 2023
Thank you for joining us!
For more info about Revinate:• [email protected]• Blog.revinate.com• @revinate
For more info about Victoria:• [email protected]
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