This presentation is for the RIT Social Media Class focusing on the Hospitality industry. The presentation discusses the current state of social media, how some of the existing channels are being used, shows real case study examples. The second part of the presentation tunes into a workshop showing how to use location based marketing tools such as Foursquare and creating engaging facebook pages with Shortstack.

1. Social Media
What are these channels anyway?
Prepared by
RIT Social Media in Hospitality
February 2, 2012

2. Your Menu
Current State of Social Media
How to use the Channels
Case Studies in Hospitality
Workshop
- Facebook Page
- Location Based Marketing

3. Social Media: Web-based and mobile technologies used
to turn communication into interactive dialogue.
Facebook Largest social networking site intended • Builds personal relationships
to connect friends, family, and business by
associates • Drives Organic SEO
twitter Microblogging that enables users to send • Tweets pushed to followers
and read text-based posts of up to 140 • Real Time Communications
characters with links
LinkedIN Professional network connecting over • Build professional profile/reputation
120 million contacts to help exchange • Drives SEO
knowledge, ideas, and opportunities
Google+ Search engine social network utilizing • Builds circle of contacts for
Google based applications including customized messaging and real
Picasa, Gmail, and Google Maps time interchange
+1’s appear at Top of Google
YouTube Video sharing website owned • Showcase products
by Google • Ability to Monetize
• Drives Organic SEO

4. Social Networks
A casual social networking site that allows users to post information about
themselves, connect with others , join groups and find people by name,
region, school.
A professional social networking site connecting both current and past
colleagues together. This site provides a source of personal branding and
reputation management.
A microblog that allows you to post in 140 characters or less messages about
you and/or products that automatically get sent to everyone that is following
you.
A social media video sharing site that allows people to find you and your
products or brands with channels, key word tagging and communities.
An online community for image and video hosting that allows people to
share pictures and videos. Common uses include sharing personal
photographs and as a hosting service for bloggers and web developers.
The newest Social Network to launch that combines the style of twitter with
following and the friendship of facebook, with the ability to post by circles
of friends and conduct real time hangouts for collaboration.

5. We Are Choice-A-Holics

6. Social Consumerism

8. Search Adapts to Social
Search, Plus Your World
Bing, within Facebook and out!
Twitter remains Neutral

9. post-PC Era

10. Move into a Post-pc Era
Global Unit Shipments of Desktop
PCs, Notebooks, Smartphones, Tablets
900,000
800,000
Global Unit Shipments (MM)
700,000
600,000
500,000 Desktop PCs
400,000 Notebook PCs
300,000
Smartphone
200,000
100,000 Tablets
-
Sources: Morgan Stanly Research
Kathy Huberty, Ehud Geblum

11. Channel Summary

14. Measure with Insights

15. • +1 Plus your World
• Circles
• Hangouts
• Notifications

17. Organize with Circles

19. • Organic SEO
• Monetize
• 4B Videos Daily!

20. foursquare
• Combination of
• Gaming & Social Networking
• Players can
• Leave Tips
• Connect & Compete
• Share experiences
• Explore Specials
• Business can
• Create Specials
• Create Brand Pages
• Custom Badges $$$$

22. Facebook deals
• Exclusive to mobile
• Controls & Restrictions
• 4 Types of deals
• Individual
• Friend
• Loyalty
• Charity

23. Quick Response Codes
• QR codes can
• Open a Web Address
• Display Text
• Add a vCard to Device
• facebook Like
• Exist on most objects
• Tools for QR Codes
• delvir
• Paperlinks
• Microsoft tags
• Likify

25. Where does SM fit?
• Augments existing Marketing Campaigns
• Provides for 2-way conversations
• Allows for sharing with friends & followers
• Allows for monitoring & listening to conversations
• Used properly can have huge impact on SEO

26. Using mobile marketing Crab Shack
• Increased check-ins by 300%
• 97 foursquare unlocks
• 13 facebook deals
• 2,928 Groupon deals
• Increased fb like count by 90

27. Musical Instrument Museum (MIM)
• 500 World Wide Musical Instruments on display
• Over 400 Concerts from Artists around the world
• Many Concerts are Unique unknown entities
• Leverage Facebook & Twitter
(22K followers)
• Targeted Marketing combing:
• Pictures, Video, Coupons
• Measurements on Ticket
Sales

29. Objective: Increase Property Tours
through Facebook Event Promotion
Tactics: Create Appeal and Urgency
• Interest Targeted Facebook Ads
• Romance Landing Pages
• Conversion Page on Website

30. Campaign Strategy:
• Pre-Event Teasers (FB & Twitter)
• Facebook Contest With Like-Gating
• Facebook Ads
• Budget: $1,000
• Geo & Demo Targeted: +40 Yrs & Top 10 States
• A/B Testing of Ad Creatives
• Campaign 1: Friends of Fans
• Campaign 2: Likes & Interests
• Blog Posts – Back Linking
• E-mail Marketing/bit.ly URL for tracking
• Regular Page Posts/Updates

31. Facebook Campaign Results:
• Total Ad Clicks: 922 to Romance Page
• Total Impressions: 1,942,838
• Avg. CPC: $0.45 (bid $1.68)
• CTR: 0.075%
• Conversion Rate: 30%
• Ad Spend: $978.18 – under budget!

32. Like-gate
Brand
site
Specific
conversion
pages
A/B
Romance landing page

33. Workshop

34. Thank You!
Twitter @SkeeterHarris
Facebook facebook.com/SkeeterHarris
Google+ +SkeeterHarris
LinkedIn – www.linkedin/in/SkeeterHarris
Slideshare – www.slideshare.net/wkharris
Email – Skeeter@macvillagepro.com
Phone – 585.520.2232
Skype – SkeetHarris