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CARVE OUT YOUR

INTERNAL SOCIAL MEDIA

STRATEGY

Stay Ahead of Your Competitors

EDWARD PERRY

Global Senior Director of Social Media, OTA Partnerships and

Innovation Projects

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1970 ESTABLISHED

ESTABLISHED 40 YEARS AGO IN 1970

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450+ HOTELS & RESORTS

65+ COUNTRIES WORLDWIDE

39.000+ rooms

42.000+ rooms

26.000+ rooms

250+ DESTINATIONS

WHAT’S ALL THE

SOCIAL MEDIA

HYPE?

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Symptoms of Social Media Meltdown

Vision impared

You can‘t

distinuish shiny

objects

You‘ve lost

touch with reality

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How Do You Differentiate Your Brand?

Socially?

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Social Media ROI Challenge

Who created the metrics in the

first place?

What qualifications existed then?

How realistic are they to what we

know today?

What can be changed to match

today‘s reality?

Ask Yourself…

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Social is no Longer an Island

Social Media Matters

More than a Marketing & PR Function

We Now Need…

Brand Advocates

Corporate & Leisure Sales

Meetings & Events

Operations

Customer Support

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Your Brand

Your ROI/ROE Objectives

Your Growth as a Business

Your Association in the Market

Your Strategic Vision

Your social evangelist is ultimately responsible for

How Important is Social?

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Ancillary Components of Social-Hotels

Customer Care 24/7

Crisis Management

Meetings/Trade Show

Management

Customer Expectations

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Valuation of Social Media

ROI

ROE

Business Continuity

Client Expectations

Business Application and

Differentiation

Customer Care

Crisis Management

WHAT ABOUT

YOUR SOCIAL

ASSETS?

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Why Social Media is NOT Cheap

Trust from Management

Digital Acumen

Business Acumen

Product Acumen

Cultural Acumen

Communication Skills

Spelling Skills

Discernment Skills

Overall Maturity

Your Brand Evangelists Need to Excel in the Following

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Finding the Right Spokesperson(s)

Do They Always Have to Be a “Kids”?

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Social Evangelists Need to Know The Biz

Link Immediate Opportunities to Your Business

TRAINING YOUR

PEOPLE ASSETS

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Getting Your Internal Stakeholder Buy-in

Find a Brand Champion with:

• “Social Skills”

• Extensive Company Knowledge

• Trust from within Senior Management

• Vision to make your brand a better place

• Not necessarily position driven

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Arm that Brand Champion with Realistic

Goals & Objectives

For Worldhotels:

Brand Awareness

Increased followers

Overflow traffic to our brand website

Monetary Conversion through social

commerce (such as Facebook

F-Commerce)

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Establishing Guidelines (Internal)

We expect Worldhotels staff to:

• Stick to our core values as a brand

• Post meaningful, respectful material

• Always pause and think before posting.

• Respect proprietary information and content

• Disagree appropriately and politely when necessary

• Remain culturally diverse and aware

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Establishing Guidelines (External)

Worldhotels Social Ground Rules

• Be transparent.

• Be conversational

• Add value

• Create excitement

• Be a leader-not a follower.

• Admit mistakes

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Ensuring Engagement (from within)

Engagement Is a Team Approach

Training to Highlight Value of Actions on

Facebook Ranking

Facebook Likes

Twitter Engagement

Relevancy to Individual Business Units

SOCIAL

PERSONALIZATION

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Consider a Twitter Concierge

Meet the Netherland's 1st Twitter Concierge: Lesley Klavert of The Manhattan Hotel Rotterdam, Worldhotels

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Use Twitter in a Trade Show Environment

Pre-, During and Post-Show

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Get Your Staff Involved

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„Doing Something To Make Someone Smile is

Much Cooler Than Attaching a Smiley Face“

Find Customers That Have Checked in

on Foursquare or Twitter

Search Their Social Media Profile and

Get to Know Them, Even Briefly

Engage the Customer

Gift Them a Small Token of Thanks Based on Their Social Profile

Watch the video at:

http://www.youtube.com/watch?v=Sh-JRoY7_LU

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If An Airline Can Do It...You Can Too

28 Customers „Wowed“

1,000,000 Impressions Generated

88 Countries Touched

All on Twitter

KLM Surprise Campaign Results

SOCIAL

COMMERCE

VS. E-COMMERCE

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Content as a Differentiator

The Psychology of Social

Commerce

Si Muddell

http://www.simuddell.com/2013/

01/the-psychology-of-social-

commerce.html

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Social Proof

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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Authority

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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Scarcity

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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Like

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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Consistency

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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Reciprocity

The Psychology of Social Commerce Si Muddell http://www.simuddell.com/2013/01/the-psychology-of-social-commerce.html

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THANK YOU!

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