Social, Mobile and Local – The Now and Future of Hotel Internet Marketing

Presented by Lisa Klueppel and Philip Faircloth

Agenda

Social media The social media landscape What it means for hoteliers Getting started

Mobile The mobile landscape Mobile marketing for hoteliers Getting started

Local search What is local search? How to optimize for local

Wrap-up/Q&A

Social media:Why does it matter?

Google 11.2010

The social media landscape

Social media: some figures

Social media is pervasive. Social media is persuasive.

Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

Social media: some figures

* 41% of respondents use social media to express satisfaction with a travel experience; 18%, disappointment.

Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

Google 11.2010

Social media: from consumption to production

Democratization & proliferation of information/content.

Google 11.2010

Social media: push and pull

A true combination of push and pull marketing

Google 11.2010

Social media: losing control

Brand control is increasingly

difficult.

Source: “The Conversation Prism.” www.theconversationprism.com 2011

Google 11.2010

Social media: a live dialogue

One-way broadcasting is a thing of the past.

Hoteliers create advocates

Find and foster advocates to

produce content and

reviews for you

Hoteliers manage reviews/reputationEncourage guests to write reviews. Be active on review sites and get personal.

Facebook for hoteliersDefine goals and strategy.

Dedicate the resources.

Develop a community.Local info

Guest services

Specials

Loyalty

Facebook for hoteliers: new featuresUtilize the platform to its fullest.

A. Facebook “Reveal”

B. IBE integration

A

B

Social media: where to begin?

Before you begin, ask yourself:

Why am I using social media?What are my goals?Whom am I trying to reach?What are my expectations?What resources do I have?What’s my strategy?

The Mobile Web:Where are we headed?

Google 11.2010

The age of the mobile internet

Source: “Internet Trends.” April 2010. Morgan Stanley.

Google 11.2010

Mobile will be bigger

Source: “Internet Trends.” April 2010. Morgan Stanley.

Google 11.2010

Global mobile numbers

Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google.

Google 11.2010

Where the eyeballs are

Source: “Mobile Movement:Understanding Smartphone Users.” April 2011. Google.

Google 11.2010

Travelers’ mobile usage

Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom.

Google 11.2010

Mobile for travel planning

Source: “TripAdvisor Survey Reveals that Travelers Find Mobile Devices Make Good Travel Companions.” May 2011. TripAdvisor.

52% researched restaurants

46% read about destinations

45% read traveler reviews

42% booked or researched accommodations

Google 11.2010

Hotel bookers’ mobile usage

Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom.

19.5% of hotel queries are on mobile devices

70% of mobile web users book a single hotel room

for a single person for the same night

82% booked within a day of arrival (vs. 45% on

desktop)

58% were within 20 miles of their hotel

Google 11.2010

Mobile advertising mediums

Source: “State of Mobile Advertising US Webinar.” June 2011. comScore.

Google 11.2010

Users notice mobile ads

Source: “The Mobile Movement: Understanding Smartphone Users.” April 2011. Google/Ipsos

Google 11.2010

Efficacy of mobile ads

Source: Chetan Sharma, January 2011

Relative efficacy of mobile vs. other advertising mediaJanuary 2011

Google 11.2010

Get ready for mobileFish where the fish are: expand online advertising strategies to mobile.

- Be found on mobile search

- Optimize your website for mobile

- Think local

Local Search:Managing your local presence

Google 11.2010

Local landscape

Google 11.2010

Google Places

Address, phone, website

Reviews

Photographs and Videos

Booking

Rates

Property details

Share updates

Respond to reviews

Google 11.2010

Go LocalOptimize your local listings across the web

1. Claim your listings 2. Add as much detailed information as possible3. Fill out all applicable fields4. Optimize your description5. Categorize your listing6. Keep your property name simple and accurate7. Use the site-specific features for added exposure8. Upload pictures and videos9. Promote specials and events10. Encourage online interaction with your guests

Wrap-up

Social media Ordered chaos Dialogue is inescapable Start small, think smart, align resources

Mobile Mobile will be huge Social, Local, Mobile – Now! Optimize early

Local search Own your listings Optimize and monitor for success

Questions?

Thank you.

Thank you for attending! If you have any additional questions, please post them on our Facebook page or email

info@vizergy.com.