www.reknown.com Twitter @dcraig

Strategic Social Media

Daniel Edward Craig

Ahi, che male!

Social media is everywhere

“Half the money I spend on advertising

is wasted. The trouble is I don’t

know which half.”

John Wanamaker 1838 - 1932

Social Media Productivity

WASTED

PRODUCTIVE PRODUCTIVE

WASTED

Set Objectives

SOCIAL  MEDIA    

AWARENESS  

GUEST  SATISFACTION  

REVENUE  

Social media has changed how travelers: 1.  Research trips 2.  Communicate with businesses 3.  Share experiences

Image  credit:  references.dnb.com  

46%

47%

47%

47%

47%

50%

58%

58%

70%

92%

54%

53%

53%

53%

53%

50%

42%

42%

30%

8%

Ads in newspapers

Bilboards and other outdoor advertising

Ads in magazines

Brand sponsorships

Ads on TV

Emails I signed up for

Branded websites

Editorial content such as newspaper articles

Consumer opinions posted online

Recommendations from people I know

Trust Completely/Somewhat

Don’t Trust Much/At All

Source:  Nielsen  Global  Trust  in  Adver6sing  Survey  2012  

Who do you trust?

Integrate Content

1.  Paid: high control, low influence –  display ads, cost-per-click, OTA listings

2.  Owned: high control, low influence –  brand website, Facebook page, Twitter feed

3.  Earned: low control, high influence –  user-generated reviews, photos, videos, media

coverage, blogs, social endorsements

PAID  CONTENT    

EARNED  CONTENT  

OWNED  CONTENT  

EARNED  CONTENT  

Hotels  in  Florence,  Italy    

PAID  CONTENT    

EARNED  CONTENT    

OWNED  CONTENT  

Integrated Content

Search

Social

Reviews

People go to Facebook to socialize

…

… and to TripAdvisor to shop.

Prioritize: Reviews vs. Social

Reviews drive revenue

Cornell Research 2012 •  A 1% increase in review

score leads to average 1% increase in revPAR

•  If hotel increases review score on Travelocity by 1 point (on 5-point scale), it can increase rate by 11.2% without affecting demand

Revenue management, meet reputation management

RATE  

GUEST  SA

TISFAC

TION  

Google + Reviews Google + Social

Merged Google+ Local Page

TripAdvisor + Social

My  friends  who  have  been  to  Florence,  Italy    

Facebook+

Search

Facebook+

Reviews

Website: your social hub

Be Transparent

Manage Expectations

EXPECTATIONS IMPRESSION TYPE OF CUSTOMER

FAIL TO MEET DISSATISFIED DETRACTOR - won’t come back

- may warn others to stay away

MEET SATISFIED PASSIVE - might come back - might recommend

EXCEED VERY SATISFIED ADVOCATE - will come back - will recommend

REPUTATION  

BUSINESSES  

TUSCANY  

ITALY  

           

Reputation Interdependence

“It's such a great advantage to promote a brand that is already liked by many in the world. The opposite scenario could be devastating.” Rahman M. Destination Iran

Social Media

ü Awareness ü Guest Satisfaction ü Revenue

www.reknown.com Twitter @dcraig

THANK YOU

Daniel Edward Craig