A good friend of mine recently asked me why I was so interested in Social Media.
My reply was simple.... it is a great way to share ideas and touch the public. The challenge however is sorting the wheat from the chaff. With that in mind, I was curious what uses people are taking towards social media. Here are a few of mine, and I look forward to comments, critiques, suggestions etc.
1) Networking - as I am on LinkedIn, obviously I am very active in networking. Having recently become an active as opposed to passive participant here, I have grown my network from around 300 to almost 1,000 persons. Most commonly this is an application such as Facebook, LinkedIn or one the other applications that are in demand around the world
2) Idea Sharing - for me, this is a great research area, it may be an article or blog that someone has posted, or it may be just a great question that someone has asked. I have become active in quite a few groups, and have even started my own group, dedicated to the conversation of social media in hospitality. Come and join us at "Hotel & Tourism Social Media Connections" and let us know your thoughts an ideas.
3) Lurkers - I had to put this out there. There are a huge number of people who just like to be in on the know. This includes friends and relatives on Facebook, or people following trends and business acquaintences on LinkedIn and other mediums. I've even been known to do this from time to time.
4) Bloggers - whether you use this to share your experiences, as a personal branding tool, or as a means of building your company brand. Blogging is a great way to share thoughts and idea. I have to admit, I am new to it, but I have both a personal blog about-the-service.blogspot.com and this my professional blog dedicated to social media. Check me out, I would love the feedback. You have both blogs such as this, or microblogs such as are found on Twitter (@ivyservice) or Weibo, etc.
5) Personal Branding - whether as part of a job search, or just as a brand builder, people are participating in a wide range of social media platforms to build their own personal brand. It enables the ability so share thoughts, ideas, pictures, books, etc. that give life to the type of person we are, and what is involved in our lives.
6) Organizational Branding & Marketing - having developed presence for a single hotel across 7 different social media platforms, I can definately say that there are opportunities for every organization to enhance the value of their brand on Social Media. My one concern for you here, is understand the platforms you are using and ensure that you are reaching the people you want in a manner they want to be reached or you will be wasting your time and theirs.
7) Sales - Direct or indirect, sales via Social Media is a channel that you can not afford to ignore. The challenge here is measuring the ROI, which may or may not be a direct revenue stream.
8) Community - there is usually a sense of community in the use of Social Media. Research shows that people post reviews on sites such as TripAdvisor for quite a variety of reasons, ranging from wanting to be seen as an expert, to help others, to belong to a community, and even in some cases revenge for a negative experience (real or imagined). In addition to platforms such as Trip Advisor, look at the growing interest in Pinterest, Instagram and oh so many others.
9) Reputation Management - Yelp, Trip Advisor, Yahoo and many of the travel sites now offer the chance to review the performance of businesses online. This means that the businesses need to monitor their performance and become part of the conversation. Wyndham hotels has even incorporated these "online" reviews into the performance measurements of their individual hotels.
10) SEO - Search engine optimization can and should be a specific strategy that is explored by any business. Quality participation and engagement can drive the organic rankings of your organization.
11) Experiential & Engagement Marketing - This has to be the current largest trend in the marketing world of hospitality and tourism. All indicators are that it is key for operations to develop quality offerings to stay relevant as the trends and industry change.
12) Recruiting is the inverse of job seeking, but with some organizations reaching out to interns and undergraduates to start the process, it deserves its own space on the list.
At a small hotel 7 platforms were identified that would enhance specific strategies and needs of the hotel. Then each of those platforms had specific marketing plans developed for their implementation and analysis. It is a great start, and I encourge you to have a plan for how this works in your business.
Friday, November 22, 2013
Saturday, November 16, 2013
OTA's..... Love them, Hate them.... it just depends...
I have to admit, I was, am, and will always remain cautious when it comes to OTA's in any of their forms. Its not that I don't utilize them in specific markets and at specific times, but I have never quite bought into the "value" that they allegedly present. That said, anyone who has worked with a property where I guide Revenue Management, will tell you. I use OTA's effectivelySo to maximize revenue and opportunity.
Like anything in life, the value of an OTA depends. It depends on the market, the season, current occupancies, your hotels rank in the market, your market segment, your brand and much more. However, I don't think that most decision makers are examining how and when to use an OTA strategy for their property. As hoteliers, we all want to increase rate and net revenue. Yet we are funding a competitor who uses our revenue to compete against us with regards to prices for online advertising, SEO, and the latest loyalty programs.
So, my question to you is, what elements do you examine with regards to your OTA strategies, what metrics are you using to analyze their performance, and most importantly, who is managing the process.
Like anything in life, the value of an OTA depends. It depends on the market, the season, current occupancies, your hotels rank in the market, your market segment, your brand and much more. However, I don't think that most decision makers are examining how and when to use an OTA strategy for their property. As hoteliers, we all want to increase rate and net revenue. Yet we are funding a competitor who uses our revenue to compete against us with regards to prices for online advertising, SEO, and the latest loyalty programs.
So, my question to you is, what elements do you examine with regards to your OTA strategies, what metrics are you using to analyze their performance, and most importantly, who is managing the process.
Using Social Media Effectively
No matter who implements your social media strategy, you as a manager, or management team need to understand not only what they are doing, but why, how, and how to measure its performance if you are going to see any type of benefit from the time money and effort that you are putting forth.
Some venues are building their own social media plans. I have seen effective programs run by hourly employee's, line level managers, department heads, and even hotel executives. However, for every one I see that is successful, I see many that are not. Unfortunately of the many failing programs that I see a disturbing percentage of them are being contracted from outside contractors. In speaking with the hotel and travel managers, they are doing this for a variety of reasons. First, they don't understand the different channels, or do not feel that they can adequately manage it. Their management group has contracted for them, or are administrating it for them. Regardless of who is going to administrate the Social Media, you as managers need to be the final say in the content, strategy, and ultimately the results.
One of the common practices I have seen is that there is no actual strategy that matches to the skills and participants of that media. For instance, the vendor is aware that to help drive SEO (search engine optimization) you should have a minimum of 3-4 posts per week on facebook. However, they then use standardized postings across a wide variety of markets. For example, as most of us know, corporate hotels drive maximum rate for weekday business travelers as one of their revenue management strategies. But a national marketing support posted on a large number of hotels, "to be sure and contact the hotel directly as opposed to using their hotel branded website as the front desk is authorized to give discounts on stays Monday-Thursday as there is less demand." Completely, the opposite of the actual hotel strategy. This post was then re-broadcast across all of the hotels social media platforms.
Another paid service that the many hotels subscribe to is Reputation Management. For a typical hotel in a small market, they can expect less than 5 online comments per month. Most of the online review locations offer the option to notify you of all comments and allow you to respond at that time. For this reputation management service hotels are being charged anywhere from $100-$300 per month per hotel. Even if you only pay $100 it comes out to $20 per comment that you could get for free with half an hour of setup time.
Given the $100 plus paid for Reputation Management, and another $100 paid for social media comments, the hotel is spending over $200 a month with no appreciable return. What if you spent the $200 in a social media campaign to drive direct sales? Or maybe incented $100 to a staff member for creating custom content for the hotel along with $100 in advertising campaigns?
Now this is a simple plan for a small hotel at a small cost in a small market. Obviously, you can expand this model, monies, and opportunity to a larger scale. But the key is to know what the goals are to measure the performance and most importantly, to ensure that your money and opportunity are being used effectively.
Some venues are building their own social media plans. I have seen effective programs run by hourly employee's, line level managers, department heads, and even hotel executives. However, for every one I see that is successful, I see many that are not. Unfortunately of the many failing programs that I see a disturbing percentage of them are being contracted from outside contractors. In speaking with the hotel and travel managers, they are doing this for a variety of reasons. First, they don't understand the different channels, or do not feel that they can adequately manage it. Their management group has contracted for them, or are administrating it for them. Regardless of who is going to administrate the Social Media, you as managers need to be the final say in the content, strategy, and ultimately the results.
One of the common practices I have seen is that there is no actual strategy that matches to the skills and participants of that media. For instance, the vendor is aware that to help drive SEO (search engine optimization) you should have a minimum of 3-4 posts per week on facebook. However, they then use standardized postings across a wide variety of markets. For example, as most of us know, corporate hotels drive maximum rate for weekday business travelers as one of their revenue management strategies. But a national marketing support posted on a large number of hotels, "to be sure and contact the hotel directly as opposed to using their hotel branded website as the front desk is authorized to give discounts on stays Monday-Thursday as there is less demand." Completely, the opposite of the actual hotel strategy. This post was then re-broadcast across all of the hotels social media platforms.
Another paid service that the many hotels subscribe to is Reputation Management. For a typical hotel in a small market, they can expect less than 5 online comments per month. Most of the online review locations offer the option to notify you of all comments and allow you to respond at that time. For this reputation management service hotels are being charged anywhere from $100-$300 per month per hotel. Even if you only pay $100 it comes out to $20 per comment that you could get for free with half an hour of setup time.
Given the $100 plus paid for Reputation Management, and another $100 paid for social media comments, the hotel is spending over $200 a month with no appreciable return. What if you spent the $200 in a social media campaign to drive direct sales? Or maybe incented $100 to a staff member for creating custom content for the hotel along with $100 in advertising campaigns?
Now this is a simple plan for a small hotel at a small cost in a small market. Obviously, you can expand this model, monies, and opportunity to a larger scale. But the key is to know what the goals are to measure the performance and most importantly, to ensure that your money and opportunity are being used effectively.
Thursday, November 14, 2013
Social Media in Hospitality
I have been studying, analyzing, or working with social media strategies for hotels for the last couple of years, and I have been amazed at the variety of approaches that are being taken. Some are brilliant, and others are less so. Typically it comes down to leadership. Do the leaders buy into the concept of social media, do they understand it, and can they inspire it.
I am launching a new group on LinkedIn designed to create a community to discuss Social Media with regards to Hotels, Restaurants, Tourism and Hospitality Venues. You can find it at Hotel & Tourism Social Media Connection.
I challenge you to join the conversation and to improve the discussions as we move through this age of social media.
Looking forward to seeing you there.
Curt
I am launching a new group on LinkedIn designed to create a community to discuss Social Media with regards to Hotels, Restaurants, Tourism and Hospitality Venues. You can find it at Hotel & Tourism Social Media Connection.
I challenge you to join the conversation and to improve the discussions as we move through this age of social media.
Looking forward to seeing you there.
Curt
Wednesday, November 6, 2013
Social Media - 7 Simple Things That We Do Wrong
Yes, you heard, me..... 7 SIMPLE THINGS that we do wrong as business owners when it comes to Social Media. Ask yourself, Am I doing this? and if so, how do I change it.
1) Have a Strategy/Plan: Yes, we all know that it is important to use social media to grow your business, and companies are jumping into this either with internal or external experts. But what is the specific purpose and strategy of what you wish to accomplish, and how will your efforts get you closer to that strategy.
2) Do It Well or Don't Do It At All: Yes, I know, I sound like my father, heaven help me. But in this case he was correct. If you are going to play with social media make sure that you know what you are doing and that you are utilizing it properly. If you are going to use a vendor to provide these services, are they actually providing the product that is doing what it should.
3) Different Channels Provide Different Benefits: Whether you are talking the ROI of a Facebook ad, or the value of a blog, know what the value and benefit is of different channels and ensure that your strategy is maximizing the strength of the channel and how it can work for you. Do you know the clients on a given channel, and do they fit your needs and opportunities?
4) What are the Direct and Indirect Benefits of a Channel: Recent research shows that while people find you via mobile applications and social networks, they frequently will book via another channel (Expedia, Orbitz, Brand Website, Kayak, etc.). This means that you have to truly understand how these channels feed guests to you and that their return may or may not be directly trackable. However, with current research projecting that as much as 30% of all reservation decisions are determined by data on mobile applications, do you really want to ignore this channel?
5) Content is King: People have been saying this for years, and still I see it being ignored. Take for example a national chain business hotel that contracts out the social media aspects of its marketing. Recently their provider posted the information that the hotel frequently offer its "lowest rates during the week, due to lack of demand and that weekend travelers should consider shifting to weekday travel". In a resort market this is true, but this was a traditional business hotel that has no difficulty in selling their weekday rooms.
6) Engagement is Queen: Are you provinding the opportunity for your consumers to interact with you? What have you done to make this a two way conversation? I have seen several persons focus on publishing a FAQ (frequently asked question list). Great, this saves you effort, but does it improve your customer interaction and dialoge? Tara Hunt recently posted an article on LinkedIn regarding the "5 Things Cusomters Don't Want to Hear... EVER". One of those items was they don't want to be sent to a place that says, find your answer at......
7) Social Media Means SOCIAL: The key to social media is not selling to your customer. It is about being social with them and through that social interaction, becoming a resource and possible business of choice. Think of social media as networking, introductions, relationship building, opportunities for guest service, and sell because you are such a valuable part of their network, that you are the only choice, once business becomes an option. Limit the amount of posts about you, and focus on what value that you are creating for them.
Please remember, it really is about these seven basic steps. As several of my mentors have repeatedly said... Keep It Simple..... Stupid....
1) Have a Strategy/Plan: Yes, we all know that it is important to use social media to grow your business, and companies are jumping into this either with internal or external experts. But what is the specific purpose and strategy of what you wish to accomplish, and how will your efforts get you closer to that strategy.
2) Do It Well or Don't Do It At All: Yes, I know, I sound like my father, heaven help me. But in this case he was correct. If you are going to play with social media make sure that you know what you are doing and that you are utilizing it properly. If you are going to use a vendor to provide these services, are they actually providing the product that is doing what it should.
3) Different Channels Provide Different Benefits: Whether you are talking the ROI of a Facebook ad, or the value of a blog, know what the value and benefit is of different channels and ensure that your strategy is maximizing the strength of the channel and how it can work for you. Do you know the clients on a given channel, and do they fit your needs and opportunities?
4) What are the Direct and Indirect Benefits of a Channel: Recent research shows that while people find you via mobile applications and social networks, they frequently will book via another channel (Expedia, Orbitz, Brand Website, Kayak, etc.). This means that you have to truly understand how these channels feed guests to you and that their return may or may not be directly trackable. However, with current research projecting that as much as 30% of all reservation decisions are determined by data on mobile applications, do you really want to ignore this channel?
5) Content is King: People have been saying this for years, and still I see it being ignored. Take for example a national chain business hotel that contracts out the social media aspects of its marketing. Recently their provider posted the information that the hotel frequently offer its "lowest rates during the week, due to lack of demand and that weekend travelers should consider shifting to weekday travel". In a resort market this is true, but this was a traditional business hotel that has no difficulty in selling their weekday rooms.
6) Engagement is Queen: Are you provinding the opportunity for your consumers to interact with you? What have you done to make this a two way conversation? I have seen several persons focus on publishing a FAQ (frequently asked question list). Great, this saves you effort, but does it improve your customer interaction and dialoge? Tara Hunt recently posted an article on LinkedIn regarding the "5 Things Cusomters Don't Want to Hear... EVER". One of those items was they don't want to be sent to a place that says, find your answer at......
7) Social Media Means SOCIAL: The key to social media is not selling to your customer. It is about being social with them and through that social interaction, becoming a resource and possible business of choice. Think of social media as networking, introductions, relationship building, opportunities for guest service, and sell because you are such a valuable part of their network, that you are the only choice, once business becomes an option. Limit the amount of posts about you, and focus on what value that you are creating for them.
Please remember, it really is about these seven basic steps. As several of my mentors have repeatedly said... Keep It Simple..... Stupid....
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