hotel branding through social media - ebriks infotech
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Hotel Branding Through Social Media - EBriks InfotechTRANSCRIPT
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How Do You Build a
Social Hospitality Brand?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Number of
customers who
“Like” your brand
page who may
never return?
Number of new
fans who will not
see your
Facebook posts in
3 months time?
Number of your
Twitter followers
who may never
see any of your
Tweets?
80%50%98.6%
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Top Global
Hotel Pages
People Talking About
This is the number of
unique users who have
created a “story” about a
page in a seven-day
period.
Conversation
Strategy?
Content
Strategy?
Number of your
Facebook fans
who actually
see your posts
if you have over
1m fans?
3%8,315,638
2,012,180
1,421,714
1,082,770
784,567
769,963
1.3%
0.6%
1.3%
2%
0.9%
4%
Fans PTAT
Who are the most engaged hotel brands?
108,955
12,412
20,823
22,545
7,098
33,742
#DigiTrends14
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“Engaging with your fans and building a
community are two totally different things”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ZAG by Marty Neumeier
OUR HOTEL (LOYALTY PROGRAM)
IS THE
ONLY _________
THAT _________ .
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“Welcome back”.
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No person can
make it very
far in this life
on a 40 hour
week”.
J.W. Marriott
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40,231,339 Fans327,698 PTAT
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70,330,775 Fans659,068 PTAT
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“Only close
attention to
lots of small
details can
make an
operation first
class”.
J.W. Marriott
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Survivalof the Fittest?
#DigiTrends14
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Steve Job’s sent the GM’s of the first 5 Apple stores
to complete the Ritz Carlton’s customer service program.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Apple has the highest sales per square foot of any retailer globally.
NPS is in the DNA of Apple retail stores.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“We don’t haggle with last minute bookings. We need to
book the right guest on the right night for the right price”.Marriott Hotels
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Realised ValueHow much did you spend with us?
Expected ValueAverage customer value? (LCV)
Potential ValueWhat did we expect you
to spend with us?
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“This is about getting everything down to
one number. Using stats the way we read
them, we will find value in things that
nobody else can see”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sentiment (and SNPS) Matters…
“How likely would you be to
recommend our hotel to your friend?”.
Better Customer Service + NPS Monitoring Added $168m
Dell focus on “Detractors” instead of “Promoters”.
• 60% Promotors – 25% Passives – 15% Detractors
• Each positive comment is worth $5.25
• It takes 5 positive comments to neutral 1 negative one
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Community Management Drives Sales
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Social media is one area of business
where you don’t need to outspend your
competitors in order to beat them”.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.