Hotel Social Media Webinar

Lien du Webinar: https://www.youtube.com/watch?v=0vvWK74bQ7c

"A Roadmap to Bookings Webinar" presented by Tracy Terry from Trust Media hosted by Wisconsin Hotel & Lodging Association. 

WHAT IS SOCIAL MEDIA

 =  Web-based and mobile technologie to turn communication into interactive dialogue

Hundreds of social medias from different types:
   - social networks
   - blogs
   - forums
   - comments
   - vidéos, photos
   - microblogs

Microblogs = websites that contain brief entries focused on daily activity (example Twitter).


WHY SOCIAL MEDIA

- To be what people are interested in
- Start pulling customers to you ==> customers wants relationship / interaction
- To produce leads and sales B to B and B to C

Technology ------- IMPACT ------- Consumers way to buy ------- IMPACT ------ Marketing Strategy

Companies need to adapt!


WHERE SOCIAL MEDIA

Facebook

For example: US Internet users spend more time on Facebook than any other web brand

The main reason why people are on Facebook are "to share and communicate with their friends" and "to let their friends know what they support".

Twitter

Twitter is mainly used for the same reasons as Facebook.

Companies get creative!
You can use social media for management purpose: something goes wrong within your company, tweet it and see what are your employees reactions, customers, followers, etc.

Youtube

3rd most popular website after Facebook and Google

Website is very well referenced and always come up as first results on Google search if a video is corresponding to your research.

Flickr, Google +, etc.

Foursquare

= location based social media network

- Good for hotel
- Create deals
- Loyalty social = get a free drink every fifth check in / discount for the mayor (the best booker each month)

Yelp

= review site good for local search / around you
Interconnected with Facebook


SOCIAL MEDIA IS PART OF THE SEO

Social Search

Recommendation from a friend is more considered than recommendation from a stranger. If one of your friend liked or shared something and sometime later you look for a similar research, the product or service he like he's the one that will pop-up first on your results, like if your friend recommended it  to you.
==> personalized search results
==> influence purchase decisions


HOW COMPANIES SWITCH TO THIS NEW REQUIRED MARKETING

- increase your website traffic and your social networks leads and likes ==> "be generous: the more you share, the more you have return"
- compare constantly yourself to your competitors
- create remarquable / valuable pieces of informations


My feedbacks

"Thanks to this webinar I discovered new concepts about social media: microblog, loyalty social.
I also discovered hospitality and tourism websites or social media platforms that I didn't know about such as Foursquare. "

"The social media part was very valuable; the orator was really going into a deep analysis of  the social media impact on consumers and on today's marketing strategies. It is very interesting to accumulate knowledge about social media since I think they are part of companies futur and I will be soon working."

"To enhance the webinar, I would have expected more deeper explanations about the different social networks platforms especially the ones about hospitality. Some of them are really interesting and not that well known from us, the next hospitality staff generation. However this webinar is really constructive and well organized, clear, concise and well illustrated".

Case Study Method for Gen C

http://app.emaze.com/@AOFIOCZR/presentation-name

Duda Mobile - Chancellor Hotel Mobile Website

http://mobile.dudamobile.com/site/chancellorhotel 

Mocal Traveller - AlloResto Case Study

RESEARCH

AlloResto is a company for food delivery. The company is definitely using a Mobile, Social and

Local strategy. 

MOBILE: AlloResto is available on mobile devices and is present on the main social media: Facebook, Google +, Twitter

SOCIAL: AlloResto valorize its customers feedbacks and make them available online

LOCAL: AlloResto offers services to its customers customized thanks to localisation feature

ANALYSIS

AlloResto is a concept of food delivery that links restaurants and customers. Thanks to this website also available on mobile devices, customers are able to chose food by types (Chinese, Japanese, salads...) according to their location. Restaurants are detailed and marked by others customers based on quality of food, delivery time.

TYPES OF CUSTOMERS

AlloResto's main objective is to reach a maximum of customers.

First, the company offers a wide range of variety of food: customers can chose upon their wishes between japanese, chinese, italian but also snacks, pizza, gastronomic, catering, etc. 

Secondly, the company offers a service very convenient for all profiles of customers. It is a 24h service since the platform shows to customers the restaurant opened around them for delivery, which attracts businessmen that have no time to cook as well as students or families, friends dinner, early morning breakfast, etc.

Moreover, the platform propose to customers different prices, which can suit different profiles as well. They can actually look for food organized by prices. AlloResto offers very often promotions on certain restaurants, special discounts for special occasion such as during the World Cup or on Bank Holidays. 

Finally, because the company is specifically an online platform, it is targeting a certain type of customers who are able to use such online services: online website or app. These customers are the generation Y and all the net surfers we have today.  

TACTICS TO INCREASE PURCHASES

Since its creation, AlloResto has developed itself more and more, using different tactics to increase customers' purchases. 

First, the company is regularly updating its bases of suppliers: restaurants, caterers, etc. Information are correct, menus and prices are right. The company created a category for new restaurants so regular customers can find new places and new types of food and renew their selection to never get bored. AlloResto regularly increases its offer to increase purchases. 

Also, the restaurants proposed on the website all have a minimum amount for order. Some of them, mainly caterers have a high price for minimum order such as 45€. If a customer really want to try the products he might think some day of ordering such an amount of food for a dinner he is hosting for example.

Moreover, AlloResto is really active on making promotions and offering deals to its customers using different touchpoints. The company is using emailing to send customers special offers on special occasions for example during the world cup they were sending offers for pizzas or group deliveries if you are watching the game. They also send offers when weekdays are slow and if you place an order on that night you get a free drink or a free dessert. They also use text messages to send such offers to customers. 

The company also offers a service of gifts vouchers and promote it on periods such as Christmas. Customers can purchase vouchers of an amount between 5€ and 100€ to offer to someone who will spend it ordering from AlloResto anything he wants. This is a good way to increase purchase but also attract new customers because the gift might be going to someone who didm' know about the company before. 

Furthermore, AlloResto is part of today's new type of online companies, using a lot the new technologies for their business. AlloResto is definitely actively present on social media and uses a lot the new trends of hashtags such as the campaign #pascesoir to promote their services and special offers. 

Finally, AlloResto was launched in Paris and its area but because it was a success the company expanded itself to a national presence which increased the target customers.

All these elements contribute in helping the company increasing purchases. 

TACTICS TO INCREASE CUSTOMER ENGAGEMENT

AlloResto is very active to enhance its customers engagement. 

First of all, the company launched a loyalty program: each time a customer orders, the amount of money he spent for his order is converted in number of points, called Miam's. 30 Miam's give 1€ discount for future order and so on.  

Moreover, the company is customizing services for its customers For example, once you ordered from one restaurant, you can receive later on discounts or special offers for this same restaurant. Customers feel special because the company remember their tastes and previous orders and so feel engaged. 

EcoSystem - Hôtel Le Meurice Paris

Le Meurice est présent sur le réseaux sociaux et partage de l'information:

Illustré ci-dessous:
- Instagram partagé sur Twitter et Facebook
- Facebook partagé sur Twitter
- Youtube partagé sur Facebook
- Communiqué de presse partagé sur Facebook

My Klout Score

Instagram Hotel

- An Influencer needs to get more than 10,000 Followers to get a comp' stay

- The Hotel is using Instagram to create everyday influencers they use Instagram posts as "incentives" to win free room nights for example, etc., using the hashtag #1988hotel. It appears really attractive for customers, they are coming to share their experience and they all become influencers by doing it, which will attract more customers that will want to do the same. 

- The Selfie Check-in Paid is at first "earned content" I think since the customers are posting pictures using the hotel hashtag. However, once the hotel post the picture on the lobby screen it becomes a "owned content" I think because the company have control over it.