Social Media Hotels
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This document discusses using social media for deluxe hotels. It defines social media as conversations on platforms like Facebook, Twitter, and blogs. It outlines five strategies for hotels: listen, talk, support, energize, and embrace. It provides advice on implementing a social media presence through both owned channels and participation elsewhere online. While some question if social media is just a hype, the document argues conversations will continue across various platforms.
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Social Media Hotels
- 1. Social Media for Deluxe Hotels Mathias Vettiger Blogwerk AG March 7, 2011
- 2. Agenda Social Media Examples and definition: Social Media are conversations 1:n and n:n communication My individual news Social Media for Deluxe Hotels Five strategies How to do it: Home and away game What makes sense? Is this just a hype? To discuss Social Media for Deluxe Hotels
- 3. Social Media
- 4. Social Media For example Facebook Facebook as a new mass medium 550 million members worldwide 2,5 million in Switzerland 50 per cent of the active members visit daily Over 2 million websites embed Facebook World‘s biggest photo community Increasingly used for political and consumer activism Social Media for Deluxe Hotels
- 5. Social Media For example Twitter 175 million accounts, 0.5 million in German Very fast medium (Hudson river, catastrophes, elections,…) Following creates micro social networks Twitter users are the most influencial Internet users Google indexes tweets and shows the in search results Social Media for Deluxe Hotels
- 6. Social Media For example Blogs More than Internet diaries Very fast Easy to handle Well connected (Links, Trackbacks, Comments, RSS- Feeds) Dynamic: Google loves Blogs Reach is not the only success factor. Social Media for Deluxe Hotels
- 7. Social Media And what about business networks? Our experience: More for personal marketing, less for B2C Good for discussions in interest groups Dynamization is under way Less of a leisure mood when on business networks Social Media for Deluxe Hotels
- 8. Social Media The Wikipedia definition «Social media are media for social interaction, using highly accessible and scalable communication techniques.» Social Media for Deluxe Hotels
- 9. Social Media A conversation Oh, hello. What‘s up? What are you doing? I‘ve just come back from Gstaad I just finalised my holiday video I‘m really upset about how they treated me at... Not at all! Oh, really, where did you stay? I know somebody who could be interested in this. Social Media for Deluxe Hotels
- 10. Social Media Old wine in new wineskins Basic human actions in a new form, tomorrow maybe in a different place Social Media for Deluxe Hotels
- 11. Bild: Pressekonferenz 1:n communication Social Media for Deluxe Hotels
- 12. Social Media 1:n communication Traditional mass media Publisher Social Media for Deluxe Hotels
- 13. Social Media The power of ideas Social Media for Deluxe Hotels
- 14. New: n:n communication Social Media for Deluxe Hotels
- 15. Social Media n:n communication Many talk to many. Publisher Publisher Social Media for Deluxe Hotels
- 16. Social Media The dimensions of the participation web http://www.personalizemedia.com/garys-social-media-count/ Social Media for Deluxe Hotels
- 17. Social Media News: then vs. today I find the news The news find me Social Media for Deluxe Hotels
- 18. Social Media «My news are as individual as I am» Social Media for Deluxe Hotels
- 19. Social Media The «end» of 1:n communication Consumers become «producers» in a participation web. People trust in personal contacts more than in organisation. People amplify messages. Companys have to open up. Social Media for Deluxe Hotels
- 20. Social Media So does marketing lose control? Conversations become visible. Conversations happened and happen no matter what. There has never been anything like «control» And: Companies can join the conversation. Social Media for Deluxe Hotels
- 21. Social Media for Deluxe Hotels
- 22. Social Media for Deluxe Hotels Five strategies for Social Media (Li/Bernoff) Listen Talk Support Energize Embrace Social Media for Deluxe Hotels
- 23. Social Media for Deluxe Hotels Listen Today, everyone can talk and reach people. Conversations became visible. Listening is a first and easy step. Google Alerts or a dedicated monitoring tool. Social Media for Deluxe Hotels
- 24. Social Media for Deluxe Hotels Talk Hotels are emotional and a pool of stories Tell stories. Great idea: Writers in Residence Stories exist. Spread them. Get people to tell their stories Customer loyalty Easy, conversational tone works. Don‘t just talk about yourself. Social Media for Deluxe Hotels
- 25. Social Media for Deluxe Hotels Support People should be able to contact you in as many ways as possible. Open up new channels. Help people improve their stay in your region. Social Media for Deluxe Hotels
- 26. Social Media for Deluxe Hotels Energize Give people the possibility to share their enthusiasm. Make sharing easy. Social Media for Deluxe Hotels
- 27. Social Media for Deluxe Hotels Embrace Embrace existing and new customers Ask people about your services and products. Include them for gaining insights and improve your services. Social Media for Deluxe Hotels
- 28. Social Media for Deluxe Hotels How to do it: Home and away game More channels possible Social Media for Deluxe Hotels
- 29. Social Media for Deluxe Hotels How to do it: Handle reactions Social Media for Deluxe Hotels
- 30. Social Media for Deluxe Hotels What makes sense? Listen to what people are saying online Give people relevant news on a subscription basis Newsletter, Website and Social Media Provide even more contact points for new and existing customers. Provide a home for people to express their feelings towards you. Try relationships, not sales. Social Media for Deluxe Hotels
- 31. Social Media Are Social Media just a hype? Our answer: «More and more people talk to each other on the Internet. It does not matter where they do it.» Here to stay: People won‘t stop using instruments that facilitate their communication. Social Media for Deluxe Hotels
- 32. Social Media for Deluxe Hotels To discuss How to measure efficiency? Scarce resources. Is my target group even in Social Media? Shall my employees engage on their own? And if yes: Do I need guidelines? Social Media for Deluxe Hotels
- 33. Thank you! Mathias Vettiger Account Manager Tel. +41 44 533 30 06 mathias.vettiger@blogwerk.com twitter.com/madial Social Media for Deluxe Hotels
- 34. Blogwerk Company Agency For Sustainable Social Media Engagement Founded in 2006 by Dr. Peter Hogenkamp CEO: Andreas von Gunten Permanent staff: 11, 35 authors around the world, Head office: Zurich Business divisions Online publishing house (netzwertig.com, neuerdings.com, etc.) Corporate Publishing (aiciti, ebookers.ch) Consulting (Web strategy, Social Media) Implementation services (Blogs, Websites, Social Media Kit) Social Media for Deluxe Hotels
- 35. Blogwerk Mathias Account Manager at Blogwerk Background Lizentiate in Media and Communication, University of Fribourg Master in Marketing, University of St. Gallen At Blogwerk since February 2010 Official Zurich resident since October 2010 (bye bye commuting!) Social Media for Deluxe Hotels