Post on 23-Jan-2015
description
Presented by
Michelle Conaghan
www.avvio.com
Twitter: @avviotweets
Facebook: www.facebook.com/avvio
What we will cover?
1. Interesting stats
2. Choosing which networks to best focus your time and resources
3. Key industry changes that may affect your activity
4. Google plus: to +1 or not to +1?
5. Social media competitor analysis
6. Strategies to increase engagement
7. Where to focus your budget
8. Lead generation and conversions tracking
Interesting stats
Ready, Steady……
Facebook is dominating the space
53,457,258
723,793 623,525 565,156 325,679
Facebook Blogger Tumblr Twitter LinkedIn
Top 5 U.S. Social Networks and Blogs
Total minutes (000), home and work, May 2011
Source: The Nielsen Company
Facebook users – 7 hours plus per month
0:31
0:45
1:06
1:18
1:41
1:44
1:48
2:12
2:53
7:46
Amazon
Microsoft
Apple
Wikipedia
YouTube
MSN/Windows Live/Bing
Yahoo
AOL Media
Top 10 Web Brands by Time Spent
Time per viewer, hh:mm, per month, August 2011
Source: The Nielsen Company
Average monthly audience in millions
140,336
50,055
23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601
Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six Apart
Typepad
Yahoo Pulse Wikia
Top Network & Blog Sites Average monthly unique visitors (000), Q3 2011 Source: The Nielsen Company
The Rise and Fall
Facebook continues to climb
0%
10%
20%
30%
40%
50%
60%
70%
Facebook YouTube MySpace Yahoo! Answers Twitter Linkedin
Average time spent
30.1%
18.1%
32.5%
10.2% 9.1%
38.1%
21.4%
16.5%
12.8% 11.2%
Europe N. America Asia-Pacific Latin America Mid East-Africa
Share of visitors Share of minutes
Share of Visitors and Time Spent, by Region % of total, June 2011 Source: comScore
Where to the focus the resources?
Secure your Future Activity
Secure your Name wherever Possible
Social Network Security
Create Social Media Management Access Panel Assign Social Media Manager/Administrator Have a process for removal/addition Monitor regularly
Name Email Position Assign Admin By
Social Platform
Joe Blogg Joe.bloggs@hotel.com
Marketing Mgr GM – Mr. Smith Facebook page
• Platform of choice
• New channel of business and enquiries
• Encourage loyalty and build your army of advocates
• Customer service, feedback and mini-reviews
• Reward your fans, through unique benefits and discounts.
• Recommendations places and maps will become more important
• Time consuming but rewarding
• Need to passionate about your tweeps
• Influencers and evangelists
• Relationship building takes time and lots of conversation
• Opportunities for PR are unbelievable
• Hotels gaining the recognition they deserve
• A small budget but lots of your time
• A game changer?
• Not yet but it’s evolving
• SEO effects
• Claim your place
• Maintain a profile
• Add the +1 to your site
• Opportunity to become a leader
• Educate your audience
1. Set up a channel 2. Use your video
content 3. Spend due to
increase in this area
4. Excellent way to ‘show people’ the experience
1. Developments in company pages
2. Decision makers 3. Advertising still
expensive 4. Groups have
potential
1. Here to stay 2. High valuable for
SEO efforts 3. Must commit
resources 4. Be consistent 5. Tie in with other
social channels
Group buying sites
Key changes you should be aware of
• Timeline
• FB sponsored ads
• Add to map
• Recommendations
• Real time insights
• Applications
• Twitter sponsored ads
Google Plus – To ‘Plus 1’ or Not to?
Google + jumps to 8th,
64.9%
19.6%
1.22%
1.03%
0.73%
0.66%
0.60%
0.55%
0.39%
0.36%
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
Top Social Networking Sites and Forums U.S. market share of visits, Week ending September 24, 2011 Source: Experian Hitwise
New
Google attracts 15+ million
1,758
530
33.08
28.01
19.66
17.80
16.33
14.98
10.58
10.34
YouTube
Yahoo! Answers
Tagged
MySpace
Google+
myYearbook
iVillage
Top Social Networking sites and Forums Total visits, millions Week ending September 24, 2011 Source: Experian Hitwise
Google + user tend to affluent
18.2%
38.4%
18.6%
12.7% 12.2%
18.3%
26.9% 27.7%
14.9%
12.3%
Google+ Site Visitor Statistics, Four weeks ending July 16 % of visitors to Google+ compared to Experian "online population" data, July 2011 Source: Experian Hitwise
Optimising your Google plus profile
• Promote your existence
• Your post
• Circles
• Profile image
• Photos
• Videos
• Hangouts
Competitor analysis
• Look at your comp set
• Spot the opportunities?
• What is your usp?
• List an objective for each channel?
• How are reviews handled?
• How frequently do they post?
Competitor analysis
Facebook Twitter Google + Blog YouTube LinkedIn
Hotel Name
Competitor 1
Competitor 2
Competitor 3
Competitor 4
Strategies to increase engagement
18-34 year old women are the most active
U.S. Social Network Use by Age, Demographics Base: U.S. social media users, Q3 2011 Source: The Nielsen Company
55+ user mobile visits double
16%
61% 68%
109%
67%
45% 41%
76%
44% 37%
70%
Social Network Growth, by Age, Ethnicity % change, Q3 2010 v. Q3 2011 Source: The Nielsen Company
Customers expect something in return for a ‘Like’
58%
58%
47%
39%
38%
37%
37%
36%
28%
27%
24%
Expect access to exclusive content, events or sales
Expect discounts or promotions through Facebook
Expect to receive updates about the co. to the newsfeed
Expect the company to post updates, photos or videos to newsfeed
Expect to share with friends, family and/or coworkers
Expect the name of co. to show up on my profile
Do not expect anything to happen
Expect the co. to send more relevant content based on my public profile
Expect to interact with page owner (e.g., brand, person)
Expect the co. to access data in my public profile
Expect the co. to contact me through other channels
Consumer Expectations for Brand Liking % of Facebook users, September 2011 Source: ExactTarget
Journalists and social media
• Engage and seek out opportunity
92%
85% 84%
58%
49%
28%
20% 18% 15% 14%
LinkedIn Facebook Twitter YouTube Blog site Flickr Digg MySpace Delicious Foursquare
Social Media Use by Journalists % of respondents, August 2011 Source: Arketi Web Watch
Way to engage
• Community creation
• Customer service
• Research and feedback
• Press release, news, awards & events
• Promotions
• Competitions
• Newsletter/e-campaigns
• Check in deals
Competitions
• Third party app
• Use your database to support the competition
• Create a fan gateway
• Create meaningful and advantageous conversation
• Keep asking questions
• Do something unexpected
• Reward fans for their passion
Promotions
• Unique offers to each channel
• An additional benefit for a fan/follower
• At least one per month
• Max one per week (spa, restaurant etc)
• Use tracking and promo codes
• Encourage sign ups
Twitter users and TV shows
• Important to note for hotels spending on TV advertising
50% 50%
35%
65%
I talk about the show I'm watching I talk about something else
Twitter users Facebook users
Social Media Commentary while Watching TV % of respondents, July 2011 Source: TVGuide.com
Budgeting
2 in 3 will increase email marketing
65%
3%
27%
5%
Increase Decrease Stay the same No plans to utilize
Email Marketing
Planned Use of Email Marketing, Webinars % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner
Facebook ad spend up by 281%
281%
22%
200%
11%
All clients Same Client
Spend Impressions
Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne
Social Media monitoring tools of choice
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
Popular Social Media Monitoring Tools % of respondents, August 2011 Source: WebLiquid and RSW/US
Budgeting for Social
Allocation V Addition
• What are your goals?
• How much is the overall marketing budget?
• What tactics are you currently using? How are they working?
• What are your internal resources?
Lead generation and conversation tracking
Conversions
• Conversions
• New Customers
• Revenues
• Average spend
• Most Popular Rates
• Length of Stay
• Room Enhancements
Be Specific!
Targeted Social Media Campaigns
Tips Campaign Planning
• The Idea
• User Journey
• Timing
• Activity Levels
• Desired Outcomes
• Social Channels
• Web Integration
• Measurement
Social Media Campaigns
• Integrated social media campaign
• Customised channel
• Target potential customers
• Target influencers
• Form strategic alliances
• Create buzz and viral effect
• Promotion
• Competition
• Target social advertising
• Data collection
Social is now part of the Marketing Mix
Your Hotel
Website
Email Marketing
Booking Engine
Social Media
Mobile
SEM
SEO
Campaign flow – Email marketing
Ecampaign Unique Fan comp/offer
Fan Gateway
Access offer/comp
New sign ups Increase
engagement, fans & bookings
Sample Activity Schedule
Activity Daily Weekly Monthly
Schedule activity: - 3/4 posts per week - Use management client
Posts: -Responding to post increases engagement - Welcome new fans/follows
Monitor - Respond to questions, requests, reviews
Review - Assess what’s been successful
Offers/Campaigns
Plan
Sample monthly content
Mon Tues Wed Thurs Fri Sat Sun
31 1
Status
2 3
Promotion
4
Photo
5 6
7 8
Status
9 10
Promotion
11
Photo
12 13
14 15
Status
16 17
Promotion
18
Photo
19 20
21 22
Status
23
24
Competition
25
Photo
26 27
28 29
Status
30 1
Promotion
2
Photo
3 4
Sample measurement spreadsheet
Activity Weekly Monthly Growth % Target
Likes
Comments
Photos
Shares
Fan Offers
Website Traffic
Bookings
New sign ups
Free Webinars
Latest news, resources and tips
Social Community
www.facebook.com/avvio
www.twitter.com/avviotweets
www.linkedin.com/groups?about=&gid=3383791
https://plus.google.com/112277724145950763291
www.avvio.com/news-and-events.html
Thank you.
Twitter: @avviotweets
Email: training@avvio.com
The social media spreadsheets will be available to
download from our Facebook page
www.facebook.com/avvio from 7th March 2012