Social Media Marketing for Hospitality Industry. 9th - 10th Feb 2014 Dubai, U.A.E Towers Rotana Hotel

Transcription

1 Social Media Marketing for Hospitality Industry 9th - 10th Feb 2014 Dubai, U.A.E Towers Rotana Hotel

2 Training Overview This session has a unique social media approach, for professionals in the hospitality industry, aiming to use social media to leverage the hotel s promotional efforts, events and improve conversion rates. It provides valuable hands-on techniques and tools to understand and harness the opportunities of strategic social networks. Social media is widely used by professionals in the hospitality industry, just take a look on Facebook, Twitter, Pinterest and Google+. It is obvious that more and more establishments are choosing to place themselves online. Being present on social media can easily be compared to having a website for your hotel or restaurant. Social media shouldn t be ignored as there are many ways that a hotels, hostels, restaurants and any other hospitality-based establishment can benefit from. Peer-to-peer sites like Tripadvisor might already have your establishment online. Are you monitoring it for negative feedback? With the online world, information travels at lightning speeds. The goal here is to react to negative comments as soon as possible, but with an appropriate reaction. What is said online stays and others are able to view this at any time. Is it smart to leave these negative comments on sites like Tripadvisor? Would you want to know what is being said about your hotel? Can you use this information to make appropriate changes to your service? With Facebook s 845 million active monthly users, this place is something no Hotel should bypass. Facebook is extremely important in the social media world and there are so many ways that the hospitality industry can utilize to get their message out. Twitter has over 465 million accounts and with the real-time aspect, the hospitality industry needs this. Do a search on Twitter, you might already have users talking about your establishment online. Take your customer service to a new level and be present on Twitter, answer questions, solve problems and help engage users. The third most visited website, Youtube, a great place to showcase what your hotel or restaurant has to offer. A video gives an insight to what people should be expecting from you. A great way to not only showcase, but listen to what your potential customers want. Posting some great videos on Youtube is a must, with its 2 billion views a day, get some of those views onto your account. With just 10.4 million users, Pinterest might not seem like the ideal place to be for the hospitality industry. Wait right there! Did you know that Pinterest has more referral traffic than Google+, LinkedIn and YouTube combined? Pinterest is growing and the fact that you can connect it with your Facebook account leaves Facebook users pinning with a complimentary post on their Facebook wall. Let your hotel, hostel, restaurant and any other hospitality establishment benefit from social media. At a fraction of the cost of traditional marketing campaigns, a social media campaign could bring you just as much profit for the cost and effort of traditional marketing campaigns. The time to use social media for hospitality establishments is now. Who should attend? Professionals in the Hospitality field E Commerce Managers Event management professionals Company Directors Marketing / PR / Communications / Sales professionals General Manager / Owners of Hotels Website Community Managers / IT Managers Tailored content We prepare all our social media trainings based on client s objectives Ideas to get your social media plans started Choosing the platforms and devising a strategy for your hotel Integrating Social Media into Your Marketing Plan. Case studies Twitter & Facebook Marketing for hotels Business blogging: A powerful homebase for hotels LinkedIn: Making relevant connections & building a powerful network Online video for hotels: customer experience, event promotion and brand reputation (tool, resources and techniques) marketing

3 Social Media Marketing for Hospitality Industry What will I learn? How to make your hotel, brand and services more visible in search and through social networks How to create a system that will allow you to execute your daily promotional activities in an organised and measurable way. How to proactively engage with professionals in the different platforms to achieve results & enhance your hotel s brand reputation. How to audit and monitor the online environment what is being said about your hotel, staff, brand/ events / competitors / industry. How to leverage your hotel s promotional efforts blending online and offline activities. Some important pointers about Social Media in the Hospitality Industry: Today s travelers are highly social and influenced by what they see online - not just about price, but endorsements from social communities, blogs, and reviews. Hotels & restaurants need to join the conversation in order to successfully engage with guests and visitors, drive new business, acquire valuable insights into the behavior of their guests and visitors, and safeguard and enhance their online reputation. Using social media tools, hotels & restaurants can cost-effectively target the right audiences at the right time with the right message. This will result in measurable ROI in many cases. 52% of all travelers like Facebook pages specific to an upcoming trip and 59% of travelers post status updates while they are traveling. With the right training, hotels and restaurants can tap into this source of word of mouth advertising and use it to their advantage. Different audiences require different messages and are using different platforms: Audience research is key and allows hotels to identify the best social media platforms to use for their campaigns, what tone of voice to adopt, and what type of messages work best. Social media activities, to be successful, must be integrated into a hotel s or restaurant s overall strategic business and marketing plans - the training will provide guidance on how to do this effectively. All departments of a hotel should be involved in its social media efforts: Tomorrow s traveler will not accept delays in replies to social media messages and the different departments must work together seamlessly.

4 Agenda DAY 1: 1. Introduction to Media and Influence in Hotels & Restaurants 9:00 AM to 10:30 AM. A true definition of social media Myths and facts about social media Branded case studies of successful social media campaigns in hotels & restaurants Why social media is working for hospitality companies today 10:30 AM to 10:45 AM - Coffee Break: 2. Twitter Tips, Tools and Strategies 10:45 AM to 12:45 PM. Twitter basics and terminology Why Twitter matters Do you belong on Twitter? Establishing your Twitter presence Finding the right people & accounts to follow in your business How to search properly for information & competitors The secrets to Twitter lists Using Twitter for service recovery & feedback in hospitality Twitter strategies for effective marketing How to contribute to the conversation Finding your voice Writing your tweets How to monitor the conversation about your business Using Twitter for lead generation Advanced Twitter marketing strategies Measuring your impact on Twitter 3rd-party analytics Case studies for best Twitter marketing strategies Lunch: 12:45 PM to 1:45 PM 3. Facebook 1:45 PM to 3:15 PM Facebook basics & statistics Facebook groups or fan pages? Which one is right for your business? Facebook for hotels & restaurants Facebook marketing Using Facebook offers to increase fans What you need to know about Facebook contests Facebook events & marketing techniques Facebook Places and Reviews The importance for hotels & restaurants Using Facebook photos & videos in your marketing arsenal Facebook advertising Basic, interests & advanced targeting techniques Sponsored new stories advertising Actions and bidding techniques Ad metrics and how to figure out what is working How to create the perfect hotel or restaurant Facebook company page Understand the myth of Facebook Reach Learn how to create customised tabs (apps) for free The correct pixel sizes The Facebook content algorithm: Is all of your hard work paying off? Case studies Practical session 3:15 PM to 3:30 PM - Coffee Break: 4. Google Plus 3:30 PM to 5:00 PM Google Plus basics & statistics What is Google Plus? Why should hospitality companies use Google Plus? The Google Plus layout How to navigate in Google Plus How to find relevant conversations in Google Plus Google Plus marketing How to establish your presence in Google Plus Special features in Google Plus How to build relative circles for your business How to use Google Hangouts Google hotel & restaurant reviews and their impact on your operations Increase your visibility in SEO How to create a page How to use that page to spread word of your products How to create and manage a Community How to best utilise Local for your business Understand how G+ has a direct effect on Google.com rankings. Summary of Day 1

5 Social Media Marketing for Hospitality Industry DAY 2: 5. YouTube 9:00 AM to 10:00 AM Learn case studies of the famous viral videos on YouTube and why theyworked Understand how YouTube and other video platforms work and theirdifferences Learn the secrets of how to create and implement a video content strategy How to optimize YouTube for search and social based on your keywordstrategy 10:00 AM to 10:15 AM - Coffee Break: 6. LinkedIn 10:15 AM to 12:45 PM The basics and terminology Setting up and optimizing your profile How to use LinkedIn as an HR machine How to find connections relevant to you and your industry Advanced LinkedIn marketing strategies Lead generation techniques using LinkedIn Learn how to embed picture/video in your LinkedIn profile How to create a company page How to add products to the page How to create multiple versions of your page How to find a good LinkedIn group, and how to spot the bad ones How to identify fake/spam accounts Learn how to moderate a group Understand the Network Learn how the search engine works Take away best practice tips on LinkedIn for business development Lunch: 12:45 PM to 1:45 PM 7. Blogging & Content Marketing 1:45 PM to 3:45PM Benefits of Content Marketing Why Content Is King Definition Types B2B and B2C Statistics Content Marketing Strategy Goals and Metrics Audience Keyword Research Development Sharing and Syndication Lead Generation Content Creation What makes a good hotel blog? Measuring Content Efforts Website Analytics Tracking Conversions Engagement Referral URLs and MultiChannel Funnels What makes a good hotel or restaurant blog? 3:45 PM - 4:00 PM - Coffee Break 8. Advanced Social Media Topics 4:00 PM to 5:00 PM Social Media Policy How to Develop Your Policy Managing Your Social Media Team Roles and Responsibilities Listening Channels Role of an agency or consultant Measuring Social Media Online review websites & social media: TripAdvisor, etc. Location-based services and hospitality: Foursquare, Foodspotting, etc. Summarize Day 1 and Day 2

6 TRAINER Martin Kubler is a hotel GM turned hospitality & service industries consultant with 15+ years executive-level management experience in three, four and five star hotels in Europe and the Middle East. Martin is highly creative, passionate about communication, and he possess excellent (interim) management, team working, and training skills. He also has extensive technical and financial knowledge, a flexible approach to changing situations, and a commitment to the highest standards. Martin is interested in many things and understands an eclectic mix of business, science, and art. He knows people and how to communicate with them, but also how to make organisations work and extract the best profits for their many stakeholders. Martin is a decisive, innovative, and people-focussed trainer and his MBA in International Hospitality and Service Industries Management from Glion Institute of Higher Education lets him combine operational stewardship with academic diligence. Martin is very well networked, a frequent speaker at hotel and customer service conferences and events, and a regular contributor to industry websites and publications such as ehotelier. com, hoteliermiddleast.com, and Travel & Tourism News Middle East. ABOUT CONFIANZA TRAINING & DEVELOPMENT: Confianza established the CONFIANZA TRAINING & DEVELOPMENT in June To ensure the programme you re attending is tailored to your requirements; we consult you prior to the course. This enables the agenda and specific subjects to be matched against your needs and objectives. Attendees courses profit from increased knowledge - plus enhanced managerial and pecific professional skills. We only work with the very best trainers, meaning you benefit from the most up-to-date industry strategies, topics and course material. As a training provider we constantly monitor the quality of the courses we deliver. Our mission is to enable you, your colleagues or employees to achieve your corporate and professional goals - both now and in the future. In-house Training The CONFIANZA TRAINING & DEVELOPMENT offers in-house training for businesses hat have more than 10 employees requiring training in a particular area or subject. Martin has worked with various companies across Middle East, Europe, and Asia: Accor Hotels Wyndham Hotels & Resorts Starwood Hotels & Resorts The Address Hotels + Resorts JA Hotels + Resorts Skills & Expertise: Integrated Marketing Communications, Social & Digital Media, Strategy & Planning, Marketing, Business Development, Public Relations, Reputation Management, Analytics, Online Customer Engagement, Public Speaking, Branding, Hospitality, Leisure, Tourism, Retail, Innovation. Testimonials: I attended the social media training with Martin. The session was so informative and interesting. Therefore, I totally recommend Martin as a social media expert in addition to other hot topics in digital marketing. Ahmad Al Tawab, Director of Marketing, ABD Martin s strength lies in connecting hotel operations and social media. He s an expert not only in community building & engagement, but also overall digital strategy and online performance. Martin is very good at helping companies understand how social media fits with marketing, business development, and customer service strategies, and also in bringing activities on various platforms (Facebook, Twitter, YouTube, LinkedIn) together to create profitable synergies Purnima K.P., Director of Sales & Marketing, Moevenpick Hotels & Resorts Training courses can be designed specifically to your requirements and all trainers are able to tailor their courses specifically to your industry or job function. If you would like further information on in-house training please contact: Swarnavo Roy Director roy@confianza-biz.com For more information about CONFIANZA TRAINING & DEVELOPMENT upcoming training events visit I was extremely impressed with Martin's depth of knowledge and concise delivery of comprehensive information to a diverse audience. Martin stands out as one of those who actually does know what he is talking about in the over populated world of digital marketing and social media 'experts'. I would highly recommend him for any social media or digital marketing training or strategic implementation requirements. Caroline Tapken, Managing Director, CTT Consulting