Getting Started Socially, for Hospitality Professionals
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Social media strategy introduction for Hospitality & HFTP Professionals. Originally presented at the HFTP First Coast June 2012 meeting in Jacksonville, Florida
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Getting Started Socially, for Hospitality Professionals
- 1. Getting Started Socially Lauren Teague
- 3. What I do…
- 4. The World of Social Media (2011) http://www.youtube.com/v/KU_GW_MD4hA&hd=1
- 6. My Definition Social media is a set of communication tools that allows people to come together in community spaces online, to participate in creating, managing and sharing content through conversation.
- 7. Why Is This Important? Because social media is a platform for the customer’s voice — and that voice can be heard by anyone in the world.
- 8. THERE IS NO MAGIC BULLET • Every club is unique. Your membership is different, their interests and participation are different and the ways you can engage them are endless. THERE IS OPPORTUNITY!
- 9. ALIGN SOCIAL MEDIA WITH BUSINESS GOALS • Who are my most valuable members? • What social actions do I want to increase, that will benefit my Club? • How will my membership want to interact with my Club online? • What resources can we dedicate to online customer service and engagement? • How will we respond to comments made in our online community?
- 10. YOUR SOCIAL HUB • Facebook page – Public page, anyone can join – Nearly 900M members, but is your membership there? • LinkedIn group – May fit profile for current & future members – Can be private or semi-private • Ning private social community – Build it for you, starting at $800 (and up)
- 11. TIP! Find out where your members are online. • Ask them, then follow on Twitter, Foursquare, Yelp, Pinterest, Flickr, & wherever your club has a presence. • Create social relationships by mentioning, responding to &
- 12. WORD OF MOUTH Review Sites are key for Hospitality Industry – Trip Advisor, Yelp, Foursquare, etc. • Encourage your membership to review your club online. – Provide incentives to those who do if this is really important to you. • Ask members to bring negative feedback to the club's attention before posting online so you have an opportunity to resolve.
- 14. TIP! Social Media belongs to everyone. Teach all employees how to talk about your Club online, and empower them to do so. "Be real and use your best judgment.“ (Zappos)
- 15. SHARE, SHARE, SHARE Share photos and videos of your events with your members. Put them online, where they can easily be share & downloaded. • Facebook photo albums • Flickr account for photo streams • YouTube or Vimeo for video playback
- 17. SHARE, SHARE, SHARE, SELL! Turn your social content into sales collateral • Showcase your venue space, Chef specialties, friendly employees and unique property features. • Pinterest page to "pin" event & venue photography to be shared virally. • Link to content others create about your venue
- 20. TIP! Determine what matters to your Club and measure THAT. • Social media efforts can impact your website views, dining reservations, membership renewal and referrals. • Make sure you have a plan to measure the impact, if that's
- 22. Lauren Teague @LaurenTee on Twitter ltbeyer@gmail.com Linkedin.com/in/teaguelauren Social Media Club JAX Facebook.com/smcjax @smcjax on Twitter www.socialmediaclub.org
Notes de l'éditeur
- There are a lot of pieces to this “Social Media Thing”. How do you know where to start? For me, it’s not so much about the different channels available to me, it’s looking at them all as TOOLS to help me connect with my audience. (lead to my definition)
- [Social media is not free] [Ask them. Do a member survey. Make it an agenda topic at next board meeting.] [Facebook, Linked In, private social network]
- Word of mouth is powerful. And it’s everywhere online.
- TIP: Personalize your club
- Word of mouth is powerful. And it’s everywhere online.
- TIP: Empower Your Own
- Share photos and videos of your events with your members. Put them online, where they can easily share & download. - Facebook Page (members can tag themselves & others) - Flickr account for photo streams (embed on website) - YouTube or Vimeo to share videos (and embed on your website)
- Also add photos from events for future sales opportunties. TPC Sawgrass does this with weddings and private events. - Pinterest page to "pin" event photography that can be shared virally. - Showcase your venue space, Chef specialities, friendly employees and unique property features. - Link to content created about your venue (wedding blogs, event recaps, newspaper clippings)
- TIP: Measuring Impact of your Program