How to Become a Digital Genius [Slides]

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Social media, mobile applications, and a strong web presence are the foundations of success for hotels today. However, hotel owners and GMs often ask "How can my hotel become a digital genius?" Join Revinate and social media educator, Victoria Flood, as we answer this question with examples of hotels who are yielding results through digital. In this FREE webinar, we will focus on how social media engagement, mobile applications, and Web are converting browsers to customers and improving guest satisfaction for top hotel brands.

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  • 1. Getting the Edge:How to be a Digital GeniusSeptember 20th, 2012Presented by: Ashley Chavez, RevinateVictoria Flood, Avenue Partners2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012

2. What is Revinate?The gold standard for online reputation and social media management for the hospitality industryDesigned specifically for hotels and restaurants by web and hospitality expertsPowered by sophisticated web technology, yet simple and intuitive for users to use Tuned into how todays hospitalityconsumer thinks and buys2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 3. Marketing Sales OperationsCompetitorCompetitorCompetitorAB C Mgmt CompetitorCompetitorD E2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 4. Victoria Flood Background with Deloitte Consulting Joined the Starwood Hotels Hawaii Marketing team in 2005 Social Media Educator Consults with Independent Hotels and Ownership Groups Teaches MBA level Marketing Blogs about social media strategy blended with core business discipline2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 5. What is Digital Competence? L2 released a Digital IQ Report Study quantified the digital innovation of 52 hotel brands Brands rated as:GeniusGiftedAverageChallengedFeeble2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 6. What MakesBrands Successful? Mobile Brand/Hotel Website Social Media Digital Marketing2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 7. Methodology2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 8. Methodology2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 9. Digital Competence Study FindsHigher Digital IQ = Higher Shareholder Value2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 10. Digital IQ vs. RevPar2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 11. Top Genius Brands2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 12. How to Become a Digital Geniues Social, Mobile, Weband Emerging Trends2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 13. EXCELLENCE IN SOCIAL MEDIA2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 14. Driving Engagement The Cocktail Party concept Listen first, speak second Engagement and involvement with your business should be your primary objective2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 15. Engaging Your AudienceDrivingInteraction:Hotel FeaturesContestsNews and EventsLocal TourismPromotions/Deals2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 16. What is Social Media Value? Extrinsic Value anything of interest to your customer outside of your coreproduct What do customers want to know about you and your business? What delights your customers? What interests your customers about your property, leadership team, or location? What makes your hotel unique?2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 17. Guest Investment2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 18. Social Consciousness2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 19. Highlighting Guest Activities2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 20. What Customers Want. To be consulted about changes to your business makes them feel invested Information about your local area makes them feel prepared Personal contact with management makes them feel empowered To feel like an insider makes them feel special Lend value to their online experience makes them want to follow you2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 21. The Social Media &Revenue Connection 67% of Twitter and 34% of Facebook fans buy Customer loyalty is a key benefit Repeat customers are more profitable Promotions only offered on social networks are easy to track Social channels drive traffic2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 22. Social Media and Referral Traffic2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 23. EXCELLENCE IN MOBILE2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 24. Explosion in Mobile Booking Same day bookings are the new walk-in business L2 reports that 70% of booking via mobile are for the same day Google reports that mobile bookings have grown 3000% (2010 to 2011) Travel Weekly reports that smartphone sales rose 58% last year2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 25. Mobile Adoption Levels 2/3 of brands offered mobile optimized sites Most hotels focus Android and Ipad applications Limited forays into Mobile Concierge2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 26. Best Practices in Mobile Streamlined web viewing Consider user experience via mobile Emphasis on Reservations and Customer Support equally Integration of Social Media with Mobile Increase customer touch points with mobile service2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 27. Guest Interaction Ideas Virtual Concierge Services Text based Customer Service and Room Service Text confirmation for OTA customers Late check-out offers, dining offers etc. Last minute offers via mobile2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 28. Targeted Offers via Mobile2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 29. Targeted Offers via Mobile2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 30. Mobile Genius2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 31. MGM Resorts over Mobile2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 32. EXCELLENCE INWEB2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 33. Excellence in Web2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 34. Best Practices for Websites Site Technology Image Forward and Clean Design Easy Navigation/Quick Impact Property Pages and Destination Guides Customer Service and Booking via chat Social Integration Integrated Reviews2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 35. Image Forward2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 36. Integrated Reviews2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 37. Why Integrate Reviews? Data suggests user reviews pay dividends: Brands with on-site user reviews sent 39% less traffic to OTAs On-site reviews gave customers more confidence when bookingL2 Digital IQ Report 20122012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 38. EXCELLENCE INEMERGING TRENDS2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 39. Technology EnabledHotel Stays Concierge have IPADs for video chat Hotel services over customers mobile Concierge via Twitter or Foursquare Housekeeping via Text Housekeeping using IPOD touch to minimize guest disruption Technology enabled workout facilities Devices provided in the room2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 40. iPads for In-Room Service In-room dining increased by 18% Feature hotel amenities such as SPA, Restaurants, Car Service, etc Contact Housekeeping or Hotel Staff Adjust Room Temp or change channel Wake up services and more2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 41. Adoption of Emerging Social Media Hotels are growing their use of: Google+ Foursquare Instagram Pinterest Tumblr2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 42. Google+ - Google Goes Social Excellent potential with integrated services such as Google Local, Google Hotel Finder, etc. Has the potential to compete with other leading social channels as the best reviews/location service for Hotels and Restaurants Android profile makes Google+ more powerful in mobile applicationsGoogle+ could be a game changerin the social media landscape2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 43. Google+Beech Hill Hotel2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 44. Foursquare User Demographics 15 million users 3 million check ins per day 50% men and 50% women Users are age 18 to 34 50% U.S. 50% international2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 45. Foursquare Hospitality Industry Value Hotels and Restaurants can put location specific offers in the field for very little money Offer response will vary widely Advertising still lacks complexity and rich targeting New medium, but worth keeping up with trends2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 46. FoursquareRitz Carlton - Flash of Genius2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 47. Instagram Application that allows users to alter and post images Acquired by Facebook for $1 Billion for great indicator of its potential Best of use of Instagram is alongside other social channels such as Twitter, Facebook and foursquare2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 48. InstagramPhoto Engagement2012 Revinate, Inc. || October 3, 20122012 Revinate, Inc.October 3, 2012 49. Pinterest Usage Patterns The ability to pin images and tie them to websites means that traffic increases with pins Repining which accounts for 80% of all pins gives Pinterest viral value Customers value beautiful images that they can link to other interests on their boards Integration with Facebook and Twitter expands word of mouth marketing