social, mobile and local – the now and future of hotel internet marketing presented by lisa...
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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