Transcript Social Marketing: Taking it to the next level

Social Marketing:
Taking it to the next level
BY:
HP TEAM
Agenda
 New Social marketing sites
 Do’s and Don’ts
 Facebook pages
 What should you “Twitter”
 How Twitter could help your business
 Constant Contact
 Websites
 YouTube
 New Ideas!
 Share a great success story from your hotel
New Social marketing sites
 Del.icio.us
 Stumble it!
 Sphinn It!
 Deliver
 Samepoint
 Social Mention
 Serph
 Oneriot
 And many more!
Creating a Social marketing Campaign
1. Does it meet the objective of your company
2. Does it support your goals
3. Does it encourage members to be interactive-involved with your
product
4.Is it quick?
5. Does it Utilize media- Example: Audio, Video, Demo
6. Does it offer a satisfying experience
7. Does it provide a longer team utility
8. Does it integrate with other marketing activities: i.e. website,
newsletters, blogs, podcasts
9. Does it maintain agility: Should contain same dynamic as human
behavior
10. Company Participation: recognition, company interaction, attention to
members or community.
Article on Web Strategy by Jeremiah Owyang
Do’s and Don’ts
Do’s:
 Friend your clients
 Twitter specials
 Promote community events
 Use as conversation
 Use discretion
 Think quality vs. quantity
 Provide links to interesting
Articles
 Use proper capitalization
 Use numerals & words for all
numbers
 Ok to answer w/ fragments
 Be polite - follow others if
they follow you
 Twitter on a daily basis
 Promote a twitter SRP to track business
 Set up searches to help drive your
“followers” base
Don’ts:
 List out rates
 Start posts with ‘I am”
 Quote rates, only % off
 Use abbreviations like U4
 Exceed 140 characters
 Ignore proper grammar
 Don’t add to many people at one time
(twitter version of Spam)
 Sell “hype,” initiate
conversation
(ex. Comment on their blog)
 Contact someone you don’t
know at all
 Treat as a billboard
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Forget who you are “talking” to
Facebook Page
 Updated Photos
 Link to other media:
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i.e. website, Twitter,
etc.
Create a group page
Invite all HP hotels
Send out
packages/specials
Friend people in the
community
Example of items to write on your
facebook page:
 ATTENTION SPORTS TEAMS!!
Hilton Garden Inn Rock Hill is in
the perfect location for your
convenience!!
 - ATTENTION SPORTS TEAMS!!
Hilton Garden Inn Rock Hill is in
the perfect location for your
convenience!!
 Hilton Garden Inn Need to host the
PERFECT meeting? HGI Rock Hill
can set you up for success with
3500 sq ft of meeting space.
www.rockhill.hgi.com

Example of a great Facebook page: HGI
Rock Hill- View by link below.
HGI Rock Hill Facebook Page
Twitter: Marketing gateway to the masses
 Who handles your “tweets” at your
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property
How often
Do you have it linked to your
outlook?
Who are you following?
Are you connected to your friends
or companies?
What is the goal of your “Tweet”?
How are you tracking it on
property?
If you are offering a discount, is
your staff aware of that?
Update guests or clients on hotel
updates (ex. renovations, menu
changes, new amenities, hotel events)
Inexpensive method to increase
awareness
Example of good “Tweets”:
 Sugarland in 2 days! We are one
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block away from the Resch
Center.
Trying to find a good deal for your
4th of July weekend? Become a
follower of Cambria Green Bay &
receive 15% of your suite!
Green Bay Blizzard arena football
is at the Resch Center. Call us for
our current deals!
15% off for Twitter followers. Come
check us out for Sugarland on July
8!
Sugarland on July 8 in Green
Bay!!!
Had a slew of walk-ins tonight :)
Twitter: Tips
 Tweet at a 8th grade level on EVERY tweet. Who, What,
When, Where, Why. Think “if someone is going to search
for this event, what are they going to look up… ANSWER:
Key words, in twitter key words are called tags and noted
with the (#) sign… i.e. anyone who is currently tweeting
about the Tour de France will add (#tdf) within each
tweet. Hotels at a minimum should be adding (#hotel)
and (#location) to each tweet (i.e. #Pineville, NC) if a
band is playing in your area you should tag the band
name, the location that they will be playing at, and also
list the date. You are not just “twittering” to your
followers, you want to “twitter” comments that make you
“searchable”.
What is Constant Contact:
 A permission-based email-marketing tool that allows you to
create high impact emails to promote your business
utilizing the strictest permission-based philosophies that
allows you to send emails without violating SPAM laws
 What is SPAM? Not
 Spam is unsolicited email also known as UCE (Unsolicited
Commercial Email). By sending email to only to those who
have requested to receive it, you are following accepted
permission-based email guidelines
How Does Constant Contact protect you?
Email-marketing tool that follows the strictest permission-based philosophies:
Communication
 registration page states why you are collecting the site visitor's email address
 how you plan to use their address
 that you are following the embedded privacy policy
 by accepting license agreement you agree to use only permission-based lists and
never to sell or rent your lists.
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Verification - automatically sends all of your new contacts an email confirming their
interest in receiving emails.
Unsubscribe - email contains an unsubscribe link giving your contacts opt-out option
for future emails and automatically updates your contact lists.
Identification - email header information is correct because it is pre-set for you by
Constant Contact. Your email's "From" address is verified and already accurately
identifies you as the sender.
Contact Information - all of your emails are pre-filled with your contact information
including your physical address.
Constant Contact: Creative Ideas
 One a month: Send out at least one open house invitation
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or newsletter from Constant Contact
Create databases for market segments
Flyers and postcards
Front desk staff to input email lists
Name databases w/ property or city name first
Add in links to your Twitter and Facebook on
newsletters/invitations
 Coupons for discounts at the property
 Add your name to signature lines
Constant Contact Success Story:
Wingate by Wyndham: Birmingham, AL
 A great example from Constant Contact: With Matt’s
last newsletter that offered a specific rate coupon
with SRP code for exact tracking he booked $2700 in
the first day the newsletter came out and of that
$2700, $2400 was for the month of July. This
means a lot of people are reading it because the
coupon was at the bottom of newsletter and there
was a call to action.
Website
 Update your website to the brand standards
 Include your website link in your facebook/Twitter
 Specials and packages
 Pictures of your property and area attractions
 Embedded links- if applicable
 Landing pages
YouTube
HP LLC YouTube Page
 Post videos of your hotel on YouTube
 Use it to solicit to various market segments
 Send out the link to your YouTube video in your
newsletters, facebook page, twitters, and link it to
your websites ( if brand allows)
 Send any videos of your property to Tim Waz at
[email protected]
Action Items:
 Make sure that each of your hotels have a Facebook page
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and Twitter account set up.
Each hotel should have their websites up to brand
standards
Verify with your brand support manager to find out what
your brand standards are for social marketing
Nominate someone on your team to update profiles and
post tweets
All GM’s and DOS’s should monitor and verify the
information being posted online
Update your current marketing plan: Actionable itemsto include social marketing goals for the remainder of the
year
Share
 Please share one success
story that you have with
using social marketing