the hotel social media monitor from rategain& revenue … · measurement roi assess of social...
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THE HOTEL SOCIAL MEDIA MONITOR
From
RateGain & Revenue by Design
February 2011
WHY?
•http://en.wikipedia.org/wiki/One-to-one_marketing
. Share Best Practice
Bring all elements of social media programme development, implementation and tracking in one report
Define success | Monitor trends
USAGEPROCESS
MANAGEMENTTECHNOLOGYMEASUREMENT
ROI
ASSESS
Of Social Media @ Property & Brand level
DEFINING SOCIAL MEDIA
LOCATION BASED NETWORKS
BLOGGING
MICRO BLOGGING
CUSTOMER REVIEW SITES
SOCIAL NETWORKING SITES
SOCIAL BOOKMARKING
MULTI MEDIA SHARING
55
130
40%
MINUTES
Brand related promotions
FRIENDS
The Facebook Blog, July 2010
ExactTarget, September 2010
60%
9/10
FORTUNE 500
CONSISTENTLY POST
66% USE FOR BUSINESS
18.5MMONTHLY REACH OF UK ADULTS
UKOM, November 2010
ON LINE SURVEY LINKED INTWITTER
INTERVIEWSLEADER INPUT
Peter ShankmanAvinash Kaushik
METHOD
Representing over 600 hotels
International Respondents
10.6%
36.4%
12.1%
22.7%
6.1%
12.1%
47.0%
Europe Middle East Africa N America LA &
Caribbean
Asia Oceania
Are doing something with Social Media
82%
Which social media are you working with?
3% 5% 3% 3% 3%10%
74%
18%
49%
31%
67%
44%
95%
Face
book
My
Spac
e Lin
kedIn
Twitt
erFli
ckr
YouT
ube
- our
s
YouT
ube
- oth
ersW
ikis
Digg
Stum
bleU
pon
TripA
dviso
rW
AYN
Othe
r
17% Within last 3 months
23% 6 months to 1 year
41% More than 1 year
19% About 6 months
How long?
In house?
Outsource?
MANAGEMENT
PR?
Marketing?
Management buy in?
Guidelines?
How many people?
43% 1 Person
34% 1-3 People
6% >6 people
17% 4-6 People
TECHNOLOGY
15% HAVE A WEBSITE FOR MOBILE
7% HAVE DEVELOPED A MOBILE APP
84% DRIVE TRAFFIC TO HOTEL SITE
What management is in use?
8%13%
3%
80%
44%
33%
Online
dashboard
We
automatically
deliver pre-
set messages
We respond
within a
specific
timescale
We manage
interactions
as and when
they occur
Brand
reputation
reports
Other
INVESTMENT
How much will you invest in 2011?
1k-5k, 24%
0-1k, 40%
5k-10k, 15%
10k-25k, 12%
50k-100k, 3% 100-500k, 3%
25k-50k, 3%
KEY ISSUES
3
1 RESOURCESeamless response across the brand
TECHNOLOGY
PEOPLEmarketing
Messages
Meanwhile… elsewhere
Best Buy Dell Comcast Village
2,500 Employees
5,000 employees
$6.5m revenues directly to Twitter
11 full time employees
2 full time employees
WHO?
Is important?
2
Followers?
Engagers?
Influencers?
Bookers?
Tracking success
8% 8%
62%64%
46%
72%
All p
osts
Positive
pos
ts
Follo
wer
s/frie
nds
Refe
rrals
None
of t
he abo
ve
Oth
er
What’s important?
3%
49%41%
77%67%
62%
90%
Customer
Reviews
Customer
referrals
Social
media site
posts
SEO and
keywords
Travel meta
search
engine
placement
Online
travel
agency
placement
Other
What can be measured?
Listen Engage Influence Act
Comments
Discussions
Mentions
Followers
Ratio Comments/posts
Re-tweets
Bookmarks
Likes
Ratings
Reviews
Likelihood to recommend
Buy the product
Book the room
Attend an event
Eat in the restaurant
Drink at the bar
Joining the conversation Part of the conversation Based on Don Bartholomew
Today’s Metrics
Listen Engage Influence Act
Comments
Discussions
Mentions
Followers
Ratio Comments/posts
Re-tweets
Bookmarks
Likes
Ratings
Reviews
Likelihood to recommend
Buy the product
Book the room
Attend an event
Eat in the restaurant
Drink at the bar
Joining the conversation Part of the conversation
The majority of measurements take place here for hotels. The next step is:
Action = Revenues
Based on Don Bartholomew
3 ROI
will we see a return?
When?
ROI Metrics
Cost Savings
=
Efficiency
=
Revenues
=
Cost of Project -
Cost reduction
Cost of Project -
Cost old way
Cost of Project +
Value of qualified sales leads
Return on engagement
Return on ideas
Based on K D Paine
Revenues
Cost Savings
What to Measure
Efficiency
Engage Influence Act
Ratio Comments/posts
Re-tweets
Bookmarks
Likes
Ratings
Reviews
Likelihood to recommend
Buy the product
Book the room
Attend an event
Eat in the restaurant
Drink at the bar
Set Metrics
2. Strategy
1. MonitorYou & the competition
3. Process
Success4. Evaluate
Driving ROI
Create & Adjust
Cost of NOT listening“United Breaks Guitars” Dave Carroll
First Video Cost $150
10 million views
= More than 51,000 replacement guitars.
UA’s stock
Shareholder cost $180 million
Baggage Handlers break a Guitar worth over $3,500 were witnessed“throwing” the cases out of the hold on de-planing
Down 10% 4 days
Holiday Nights asked customers to recommend them to family and friends in return for £25 reward on bookings
80,000 contacted
2,400 posted deals on their Facebook page
Direct revenues of over £20,000
Used referral management tool Rumbido by RateGain
Increase in social network reach 23,343
Diverting costs from PPC
CONNECT
•http://www.vvandv.com/Connecting.htm
A new era of customer service
If you would like to participate in the next survey please contact us!
Thank you@rategain @revenuebydesign
www.rategain.com
www.revenuebydesign.co.uk
ABOUT RATEGAIN
RateGain is a travel technology company which caters to the travel and hospitality industry. We are dedicated to making intelligentbusiness technology for this sector to aid in its operations, distributions and sales. We provide competitive price intelligence, channel management, reputation management & social media marketing solutions.
Our hotel product suite:
-VisibilityGain – Reputation management
-PriceGain – Rate shopping solution
-Rumbido – Social media referral marketing platform
-ChannelGain – Channel management solution
ABOUT REVENUE BY DESIGN
Revenue by Design creates revenue generating programmes designed to improve client profitability. We create programmes for individual hotels, resorts, hotel brands, meetings and venues. We provide strategic programme development, training and management services. We work to evolve thinking and enable best practice in
- revenue management
- online strategy
- social media and mobile marketing
Our marketing and revenue programmes connect and engage with theguest across all channels to market; direct from the web site, across all distribution channel partners and all digital platforms including the internet, mobile and tablet.