HSMAI Tech Panel How Social Media is Impacting the Hospitality Industry

Wednesday, October 28, 2009Duration: 8:30 – 10:00am Breakfast & Program

Janet Wenzel, Social Media Manager Consumer Division at Dell

Shawn O’Keefe, Interactive Programming South by Southwest (SXSW)

Brett Andrews, Vice President of Business DevelopmentPluck

Katie Cook, Marketing Communications Manager, Austin Convention & Visitors Bureau

Moderated byStephen Nold

PresidentMTO Summit

Thanks to our SponsorsThanks to our Sponsors

Agenda

What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power• Tangible Success Examples

Double Down• Myths and Hype on Social Media• The Impact on the Hospitality Industry

Agenda

What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples

Social MediaAn umbrella term

Media tools designed for social interaction, created using highly accessible and scalable publishing techniques

Transforms one to many broadcasts into many to many conversations

Changes people from content consumers into content producers

Is a shiny new toy

It is zillions of conversations that people are having…online…24/7…right

now!

A single solution

The message or content

A media

Inbound marketing

Really that new anymore

Social Media is NOT

Three Parts

Content/Conversation Media/Tools Communities

I

HSMAI

think is listen- Great!

But, are Yes -

they

ing?

Comprehensive Marketing Mix

Traditional Marketing + New Media Marketing

Agenda

What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples

Current Economic Conditions

• WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009

• RD Whitney, CEO of Tarsus Events describes his greatest competitor for one of his shows as a blogger.

• HubSpot points to a study that defines tradeshows as the least effective marketing effort.

Metrics…How important is gathering measurements on

online communities and brand mentions in the websphere?

…What measurements is your organization tracking?

…How is this information actionable for your social media plan?

Agenda

What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples

Secret Sauce

Social MediaSauce

XXX Fire Hot XXX

1. Have a plan2. Find your customers3. Ask others what has worked4. Participate in a community5. Offer relevant and interesting content6. Build relationships7. Leverage the tools

7 Steps To Start

Agenda

What you will Learn• Strategic Social Media Fundamentals• The Great Marketing Shift• How to Harness the Power • Tangible Success Examples

Success Stories

National Association of Broadcasters: 1,500 Registrations – top performing strategy First-time attendees

Dell Computers: 1 million followers on twitter $3 million in revenue

MTO Summit: 8% of audience Twitter Recruitment

Walt Disney: 65,000 Happy Birthdays Twitter Recruitment

Digital Thought: 20% of revenue LinkedIn Recruitment of Suppliers and Attendees

Social Media Tools

There a lot of suppliers to consider along with a variety of expertise and focus involving new media solutions. Some tools focus on content, others on social networking and community building, others on measurement and still others on inbound marketing.

• What is the best way to identify and select the tools that match an organization’s social media goals?

• How important is website integration for these tools and why?

• Valuable• Transforming• Can be monetized• Hype and myths• Still trying to figure it out …in the Wild,

Wild West stage…today…but not tomorrow• No perfect answer

What You Need to Know About Social Media

Future of Social Media?

• Where are we headed? • What is the future of social media and how

will it impact the traditional marketing mix? • Is it a fad or is it a developing discipline that

will continue to have more influence in brand marketing?

Q&A

Last comments, advice or observations to share regarding social media and the impact on the Hospitality industry?