A webinar sponsored by ReviewPro held December 10, 2013 featuring: Daniel Edward Craig, Reknown, Robert Cole, RockCheetah; Suzie Wotton, Red Carnation Hotels; and Adele Gutman, Library Hotel Collection
Top Social Media Strategies for 2014 - Review Pro Webinar
1. December 10, 2013 @ReviewPro
Webinar:
Top Social Media
Strategies for 2014
Host: Daniel Edward Craig, Reknown
Panelists: Robert Cole, RockCheetah
Suzie Wotton, Red Carnation Hotels
Adele Gutman, Library Hotel
Collection
2. Your Host
Daniel Edward Craig
• Founder, Reknown
• Former hotel GM
• Industry Advisor, ReviewPro
• @dcraig
@ReviewPro
4. • Thousands of clients in 83 countries trust ReviewPro to improve guest
satisfaction and increase revenue
About ReviewPro
@ReviewPro
5. What We Do
Global Review Index™
HOTEL ANALYSIS
REPORTS
EDUCATION &
TRAINING
REVENUE
OPTIMIZER
GUEST
SATISFACTION
SURVEYS
ONLINE REPUTATION
MANAGEMENT
Sentiment Analysis
@ReviewPro
6. Advice from Google
“The travel path to purchase is
increasingly social. An active social
media presence allows brands to
participate at moments of influence
throughout the travel journey …
whether to build awareness, influence
consideration, drive sales or grow
loyalty.”
• Maintain presence on relevant channels
• Share rich, relevant content regularly
• Establish a consistent brand experience
online and offline
@ReviewPro
Rob Torres
Managing Director,
Travel
Google
8. Objective
– A goal you wish to reach
– “Where do I want to go?”
Setting Objectives & Strategies
@ReviewPro
Strategy
– A plan or action to reach an objective
– “How am I going to get there?”
10. Advice from TripAdvisor
“The buzz of our times is social
marketing, which is nothing more than
old style word-of-mouth marketing, on
steroids.”
• Engage in the platforms: post photos,
answers criticisms, thank positive reviewers
• Talk to your guests before, during and after
their stay to exceed expectations and
generate reviews
• Advertise contact info with Business Listings
and rates and availability with TripConnect
@ReviewPro
Steve Kaufer
President & CEO
TripAdvisor
12. 1. Who Are They?
2. What Do They Want?
3. Why Stay with You?
#1: Identify & Target Social Personas
@ReviewPro
Honeymoon Couple
• Max & Trevor
• Upper 20’s / Early 30’s
• College Graduates
• Live South End, Boston
• Joint Income $150,000
• Gourmet Foodies
33. Advice from Twitter
“Hoteliers need to adopt strong mobile
strategies… because guests are
becoming more and more mobile-
focused.”
• Have a mobile-optimized website
• Maintain a strong presence on mobile-first
platforms like Twitter
• Engage guests in real-time to provide the
best possible experience
@ReviewPro
Mike De Jesus
Director of Travel
Twitter
34. What to Track: Acquisition, Behavior & Outcomes
Campaign Tracking
– Marketing Initiatives
– Multi-Installment
– Cross-Channel
Event Tracking
– User Behavior
– Un-bounce Actions
– Give Monetary Value
#10: Measure Performance
@ReviewPro
35. Recap of Social Media Strategies
Objectives
1. Increase awareness
2. Enhance guest satisfaction
3. Drive revenue
Strategies:
#1: Identify and target social media personas
#2: Integrate paid, owned and earned content
#3: Make reviews the priority
#4: Get social with Google
#5: Optimize Facebook for Graph Search
@ReviewPro
36. Recap of Social Media Strategies
#6: Engage guests visually and interactively
#7: Make your website the social hub
#8: Manage guest expectations
#9: Use social media for service
#10: Measure performance
@ReviewPro
37. Find Out More About ReviewPro
More great content at:
www.ReviewPro.com/blog
See a demo:
www.ReviewPro.com/demo
Email:
info@reviewpro.com
Learning & Support Center:
ReviewPro Dashboard
@ReviewPro
39. Q&A with Our Panelists
Daniel Craig
Reknown
Robert Cole
RockCheetah
Adele Gutman
Library Hotel Collection
Suzie Wotton
Red Carnation Hotels
@ReviewPro