Social Media and Web 2.0. The Social Media and Web 2.0 webinar will begin shortly.

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1 The Social Media and Web 2.0 webinar will begin shortly. If you need technical assistance with the webcast, contact us at and we will assist you immediately. 1 Social Media and Web 2.0 Tuesday, March 3 rd, :00 3:00 PM EDT Hospitality Sales and Marketing Association International (HSMAI( HSMAI) 2 1

2 Overview of Format and Topic Moderator Barb Taylor Carpender, CMM, CHSC Managing Director, HSMAI University 3 HSMAI University Alliance Partners 4 2

3 POLL QUESTION #1 How many people are participating in this webinar at your location today? or more 5 Today s s Presenter Kimberly Ehrlich Director of Business Development Milestone Internet Marketing 6 3

4 POLL QUESTION #2 What percent of your overall internet marketing budget is allocated to social media/ Web 2.0 initiatives? 0% - 20% 21% - 40% 41% - 60% 61% - 80% 81% or more 7 Agenda and Program Goals Universal Search driving Web 2.0 Changing Competitive Landscape Saturation Through Social Media channels User Generated Content Blogs Videos Social Networking Photo Sharing Social Bookmarking Articles and PR 8 4

5 Weight on Customer Reviews

6 Social Media Dominates the Golden Triangle The Internet is Causing a Change in Competitive Behavior Previous Competition: Similar properties within a defined radius New Competition: Hotel that best meets the price-need matrix and has a good online reputation 12 6

7 Saturation Through Social Media Channels 13 Social Media Plan 7 Articles, PR, News, Events 1 UGC: Wikitravel, Yahoo Answers, Askville by Amazon, VibeAgent,. 2 Blogs/RSS/ Microblogs: Blogarama 6 Bookmarking: Digg, StumbleUpon, Del.icio.us, Faves, Ma.gnolia Social Media Optimization 3 Videos: YouTube, Chokti, AOL, Google Video, Yahoo Video 14 5 Photos: Flickr, SmugMug, PhotoBucket 4 Personal Social Networks: MySpace, Facebook, Linkedin 7

8 1 User Generated Content 15 User Generated Content What is User Generated Content? UGC refers to various kinds of media content, publicly available, that are user submitted. Examples: Travel Post Yelp.com Yahoo Answers WikiTravel 16 8

9 UGC: How to Do It How to enhance your profile: Add Photos Add Post/Description Add Website Link Add Video Tag with most important keywords 17 Example of Wikitravel What the Hotel Did: Added a description of the Inn at Pasatiempo to WikiTravel under the sleep section for their location. 18 9

10 Example of UGC: Yelp! What the Hotel Did: Created a profile for Orchard Garden Hotel on Yelp. The hotel added a description, photos, and the URL. 19 Incorporate Trip Advisor Reviews on Your Site 20 10

11 Incorporate Customer Reviews on Your Site 21 2 Blogs and RSS Feeds 22 11

12 Chicago Destination Blog 23 Blog Results 24 12

13 Neighborhood Blog 25 POLL QUESTION #3 Do you use RSS Feeds? Yes No 26 13

14 RSS Real Simple Syndication Syndicator Reader Aggregator

15 3 Online Videos 29 Optimized Online Video Develop a short video from hotel images, destination photos and stock photography This video will then be tagged and submitted to online video channels

16 Online Video Search Engine Optimized 5 6 Create Media RSS Video Submission Keyword Research 4 Encode the Video Optimize existing Video or Develop video from Photos Surround Video with HTML 31 Case Study: Puerto Vallarta Video Actions: Took raw footage. Produced optimized video. Enrolled video into the video search engines (VSE). Ranking: Saturated Golden Triangle. 5 results out of top 10. Results: views in 3 days at zero cost per click. 40% increase in traffic after submission of video

17 4 Personal Social Networks 33 What Are Personal Social Networks? Personal Social Networks are online social media channels where you interact with people with similar interests Examples: Myspace Facebook LinkedIn Why join Social Networks? Allow hotels to interact with online communities of similar interests and promote branding

18 35 Get Creative My Space 36 18

19 The Word Spreads 37 Social Networking- Facebook 38 19

20 5 Photo Sharing 39 Online Photo Sharing Sites Why use Photo Sharing sites? Millions of Users are browsing photo sharing sites Able to post hotel/destination photos Tag, geo-target, upload and share hotel and destination photos with the world Join target travel groups 40 20

21 Picture Sharing Sites - Flickr What The Hotel Did: - Uploaded hotel & destination photos - Tagged photos with most important keywords - Included URL in photo description - Joined online Flickr networks/groups 41 Photo Sharing: Results for Flickr After 8 months, this photo stream received a total of 11,568 views

22 6 Bookmarking 43 Social Bookmarking What is Social Bookmarking? Social bookmarking allows people to save bookmarks (web addresses) to various public web sites such as Digg, Del.icio.us, StumbleUpon, etc. Hotels can tag their websites or blog posts with specific keywords Why Bookmark? Link Backs Higher Quality Search Results 44 22

23 Visibility in Social Bookmarking Sites 45 Visibility on Tagged Terms 46 23

24 Tagged Package 47 Visibility on Tagged Package 48 24

25 7 Articles and PR 49 Online Articles and Public Relations Hotel Consumers Read News! On an average day 27% of Americans use search engines to get news Online newspaper traffic was up 16% from 2007 to 2008 Wire Service Target Audience Hotel Website 50 25

26 Search: Bargain Las Vegas Hotel 51 Tracking Social Media Success Number of Reviews, Comments, Posts Number of Views, Subscribers, Friends Tracking Referral Logs (Top Referring Domains) Ranking for Keywords Search Engine Results Page (SERP) Visibility Third Party Tracking Tools (TrackUR.com, Google Alerts, etc.) 52 26

27 Customer Reviews Increase Traffic and Conversion 53 Key Take Aways Establish a Clear Online Strategy Ensure You Are Maximizing Online Marketing Strategies SEO- Search Engine Optimization PPC- Pay Per Click Utilize Web 2.0 Strategies to Gain and Early Advantage User Generated Content Blogs Videos Social Networking Photo Sharing Social Bookmarking Articles and PR 54 27

28 Questions? Kimberly Ehrlich Director of Business Development Milestone Internet Marketing Post-Seminar Follow Up Questions: 55 Upcoming HSMAI University Programs The View from The Top: Trends in Sales Strategies in a Buyers Market Tuesday, March 5 th Cindy Novotny, Managing Partner, Master Connection Associates George Brennan, Executive VP, Sales & Marketing, Interstate Hotels Corporation Dave Nostrand, VP, Sales Eastern Region, Marriott International Jack Schmidt, VP/Regional DOSM, Destination Hotels & Resorts Driving Ancillary Revenue With The Experts Tuesday, March 10th Kim Schaller, VP & CMO, Hershey Entertainment & Resorts Randy Garfield, President, Walt Disney Travel Co. and EVP, Worldwide Sales & Travel Operations Walt Disney Parks & Resorts All webinars are 2:00 3:00 p.m. EST 56 3 rd Annual Hotel Sales Strategy Conference March 31 st Swissotel Chicago Revenue Management & Internet Strategy Conference June 25 th Anaheim, CA 28

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