social media marketing - hotel and hospitality sector
TRANSCRIPT
Your Social Media Partner
GETTING STARTEDWITH SOCIAL MEDIA
Conor Lynch@connector_ie
Current Chair of the Irish Internet Association Social Media Working Group
Almost 12 years of experience in online marketing with awards including Irish ‘Internet Marketer of the Year’ 2005
Experience working with brands like RaboDirect, Coca-Cola, Meteor, Nokia, Vodafone, Toyota, Guinness, Powerade, Aer Lingus & Glanbia
Trained in marketing management with an Honours degree and Post Grad in Marketing (B.Sc.Mgmt & HDMP)
CONOR LYNCH
CONNECTOR
In 2008, Connector started as a social blog with social events before evolving into a social media business in 2010
Our Social Media Partner Programme is customised for the specific needs of each business and organisation
We are about to launch our new services on socialmedia.ie
connector.TV was launched in August 2010 as nationwide blogger network writing about people, communities and events
StrategyWe advise in online marketing and social media strategies
Training Practical workshops, 1-to-1 sessions, webinars & digital videos
Production Create graphics, websites, blogs, videos and Facebook or mobile apps
Events Sponsor a Connector business or social networking event
Community Help manage your online community
Mgmt.
WHAT WE DO
TOP SOCIAL SITES
Research Research your market incl. analysis of the percentage of sales leads from online channel
Plan Plan your social strategy with communities, content & concepts …
Create Create social spaces and optimise your web site, email, mobile and offline
Execute Launch and promote with bought, owned and earned media
Evaluate Test, measure and evaluate your KPIs and adapt as required
GETTING STARTED
- World’s largest social network with 500 million users- Can have a Facebook Profile, Group or Page
- Micro-blogging platform with over 100 million users- ‘SMS for the internet’ with max of 140 characters
-World's leading Social Network for Business Professionals- Over 75 million members in over 200 countries with 300,000 Irish users
TOP 3 SOCIAL SITES
Set up searches for keywords and #hashtags
Use a memorable name like @connector_ie
Use new accounts for new web sites e.g. @socialmedia_ie
Twitter is dialogue not monologue
Use a branded Twitter background & avatar
Use an application like Tweetdeck or Hootsuite
Share other peoples good content by ‘Retweeting’
Link your Twitter updates to your Facebook & LinkedIn
Show your Twitter updates on your web site
Follow journalists & influencers in your industry
Share links to your blog posts on Twitter
TOP 10 TWITTER TIPS
TOP 10 LINKEDIN TIPS
Complete your profile to 100%
Use a URL like http://ie.linkedin.com/in/conorlynch
Add in Twitter, Slideshare, Wordpress plugins
Update your status once a day during working week
Investigate who your friends are connected to
Share your connections with your friends
Make personal invitations to connect with people
Join relevant groups to build your network
Start and join conversations in groups
Meet your top online connections offline
Ask for recommendations & return the compliment!
CONNECTOR MARKETING MIX
Connector puts the consumer at the centre of all marketing activities
The Connector 10C’s Model is an easy to remember 10 step checklist to help you create strategic plans for
digital & social media
CONNECTOR 10 Cs MODEL
CONNECTOR 10 Cs MODEL
What are you trying to promote and what are your objectives, budgets & timelines?
Have you carried out any research of the market and your target consumers?
Are people talking about your business sector in social media?
What is your brand personality and who will be your community managers?
1. CONTEXT
1. CONTEXT
1. CONTEXT
1. CONTEXT
1. CONTEXT
Use Tweedeck for automated keyword searched like ‘galway hotels’
Social Search Engines such as Social Mention are worth investigating
1. CONTEXT
Google Alerts lets you receive email notifications when your keywords appear in new web pages.
1. CONTEXT
Do you have many existing customers?
Have you segmented the market?
Do you really understand your target market’s needs?
Who are the early adopters and influencers?
Where is the C2C communications happening?
2. CONSUMERS
Creators
Lowest level of Involvement
Highest level of Involvement
2. CONSUMERS
Social Media Segments
SOCIAL INFLUENCE
Social Media is much more influential & trustworthy then traditional media
Are your target consumers members of any communities?
What are the shared passions or situations that unite them?
Are they interested in weddings, golf, business, gaelic football, fishing, walking, line dancing or rugby etc?
Have they online communities and groups on Facebook, LinkedIn etc.?
3. COMMUNITIES
Shared passions!!
Only 8% of hotels in Ireland have multilingual websites. What about Social Media?
3. COMMUNITIES
3. COMMUNITIES
Join and support relevant communities
3. COMMUNITIES
What concepts will inspire your target audience to take notice of you?
Can you win a competitive advantage with innovative ideas?
Do you have access to creative resources for creating digital videos or graphics?
Have you a calendar of special offers, promotions & competitions?
4. CONCEPTS
4. CONCEPTS
4. CONCEPTS
What are the partnerships which will make your business stronger?
Could you ever partnered with suppliers, staff or customers?
Will your audience co-create concepts & content?
Have you talked to relevant communities about supporting their activities?
5. COLLABORATION
5. COLLABORATION
Groups are creating content which could mention your business
5. COLLABORATION
Joining with platforms to helps to promote your facilities to international customers. – Affiliate Marketing
5. COLLABORATION
Affiliate Marketing – Make use of a specialized form of marketing where an advertiser seeks to advertise or sell products or services through an affiliate network
What content will get your concept attention among your target market?
Will you build a web site or create an app or digital video?
Is all your content ‘on brand’ and integrated online & offline?
Is your website, social media and email marketing seamlessly integrated?
6. CONTENT
6. CONTENT
Post flyer and ads on your profile….
6. CONTENTTags can provide alternate navigation paths to your content for both humans and search engines.
Categories can provide help to indicate the topic about your blog.
WordPress: The blog “improves our web presence through search/feeds.
6. CONTENT
Webpage
6. CONTENT
Regular digital video content is an absolute must for your business.
6. CONTENT
Add Qik videos into Facebook, for all your followers to see ...
6. CONTENT
Mobile Apps & location based marketing have arrived
How do you communicate with your audience online & offline?
Have you optimised a mix of bought, owned & earned media?
Do you use digital technologies (web & mobile) to strengthen your real world connections?
Are you keeping a connections growth report?
7. CONNECTIONS
7. CONNECTIONS
7. CONNECTIONS - BOUGHT
An advertiser can target members on Facebook based on their personal profiles, including interests that match up with keywords, targeting both very small communities and very large communities based on those parameters.
7. CONNECTIONS
“AdWords helps connect you with potential customers in the right place, and at
precisely the right time by placing relevant ads on the right-hand-side of our search
results pages.”
7. CONNECTIONS
Are you listening to what people are saying about your market?
How do you start a conversation and inspire word of mouth?
What will you talk about to keep the conversation going?
What is your tone of voice and personality?
8. CONVERSATION
8. CONVERSATION
8. CONVERSATION
8. CONVERSATION
8. CONVERSATION
Is your concept & content good enough to spread like a virus?
Are you skilled in social media?
Is your content portable, shareable and trackable?
Is your marketing interesting or ordinary?
Are you will to lose a little control?
9. CONTAGIOUS
9. CONTAGIOUS
9. CONTAGIOUS
Viral effect: If visitors like content on your webpage, they can repost it on their own social network.
How do you measure your activities and success?
What is your current web site traffic and conversion rates?
What is the breakdown of your sales by channel?
What is the ROI on your expenditure and time?
What is your net promoter score?
10. CONVERSION
10. CONVERSION
Social Media delivers traffic to your web site
Compare which Medium
brought the most traffic
to your page
10. CONVERSION
A Hootsuite account can help you manage social outreach campaigns
10. CONVERSION
Compare hotel results
individually
Hotel reputation management service ReviewPro
10. CONVERSION
CONNECTOR 10 Cs MODEL
1. Mashable.com2. SocialMediatoday.com3. InsideFacebook.com4. chrisbrogan.com 5. SocialMediaExaminer.com6. ReadWriteWeb.com7. adage.digital.com8. Wearesocial.com9. Digitaltimes.ie10. 1000heads.com
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