Changing Faces: Social Media's Growing Influence on Travel
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"The Changing Face of Social Media" for the Hotel Industry as presented by Angela Connor (Senior Vice President, Group Director at Capstrat) to The Triangle Area Hotel-Motel Association, June 19, 2012 in Raleigh, NC. This presentation sparked a lot of questions and discussions, particularly related to monitoring and response strategies on some of the hotel review sites and social media overall.
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Changing Faces: Social Media's Growing Influence on Travel
- 1. The Changing Face of Social Media Triangle Area Hotel Motel Association Angela Connor; Senior Vice President, Group Director June 19, 2012
- 2. What is Social Media? Social media is a conversation – supported by online tools. Look who’s talking: • your customers • your employees • your investors • your critics • your fans • your vendors • your competition.... • anyone who has internet access and an opinion.
- 4. Today over 65% of adult internet users say they use a social networking site The Pew Research Center's Internet & American Life Project August 2011
- 5. 70% of global consumers say online consumer reviews are the second most trusted form of advertising - an increase of 15 percent in four years. Nielsen’s Global Trust in Advertising Survey April 2012
- 7. 92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising. Nielsen’s Global Trust in Advertising Survey April 2012
- 8. Social Media Has a Huge Influence on Travel Bookings Of those who used social media to research travel plans, only 48% stuck with their original travel plans. •33% changed their hotel •10% switched resorts •10% changed agent/operator/website •7% selected a different country •5% switched airlines
- 9. Social Media is Always Changing But YOU Should be Consistent
- 12. 79% of consumers have shared on a negative experience. 82% will stop doing business with a company because of a negative experience
- 14. Listening to social media is one essential way to begin learning more about your brand and how it’s seen. •
- 15. Listening on Twitter – Real-time results
- 19. Comfort Inn
- 30. Consumer Behaviors - Post-Vacation •40% post activity/attraction reviews •40% post restaurant reviews •76% post vacation photos to a social network •55% “liked” Facebook pages specific to a vacation
- 31. 92% of consumers around the world say they trust earned media, such as word-of- mouth and recommendations from friends and family, above all other forms of advertising. Nielsen’s Global Trust in Advertising Survey April 2012
- 32. Let’s Talk About Mobile
- 33. By 2015, 9 out of 10 consumers will have a mobile subscription 29% of travelers have used mobile apps to find flight deals 30% have used mobile apps to find hotel deals 15% have downloaded mobile apps specific to upcoming vacations 85% of leisure travelers use their smartphone while abroad 72% post vacation photos on a social network while still on vacation 46% check in to a location (Facebook and FourSquare) while on vacation 70% update their Facebook status while on vacation
- 34. Case Studies
- 35. 3
- 36. Domino’s Fallout • “The perception of Dominos' • “65% of respondents who brand quality went from positive would previously visit or order to negative in approximately 48 Domino's Pizza were less likely hours.” to do so after viewing the offensive video.” -Online research firm YouGov -HCD Research
- 37. Description: A site to arrange piss ups for former Borders people!
- 38. Discussion
Editor's Notes
- This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
- Talk about how it has changes. Facebook brand pages, profiles, moderating comments, etc…Facebook has a new annoucnement every single day .
- At the core of your strategy –Clearly defining how your business goals are to be achieved through your Facebook marketing
- Use social media as a real-time research tool and to gain insights on a number or topics.
- This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
- This is a search I conducted using our social business software – Cambria Suites and “Raleigh” December 19 – June 18
- Everyone who shares is an influencer if the subject is important to him or her. Instead of one person being universally influential on a wide range of topics, the study found that many people are influential on only one or two topics.
- Google’s search results are undergoing their most radical transformation ever, as a new “Search Plus Your World” format begins rolling out. It finds both content that’s been shared with you privately along with matches from the public web, all mixed into a single set of listings.The change is live now, though not everyone will see it until it fully launches over the next few days. It’s only for those signed-in to Google.com and searching in English. The new system will perhaps make life much easier for some people, allowing them to find both privately shared content from friends and family plus material from across the web through a single search, rather than having to search twice using two different systems.However, Search Plus Your World may cause some privacy worries, as private content may appear as if it is exposed publicly (it is not). It might also cause concern by making private content more visible to friends and family than those sharing may have initially intended.
- Let’s look at a quick example of social media in action within the B2B world. Great, you have started listening, now what?
- The cost to the Domino's national brand equity over the long term is still undetermined.