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Customer Relationship Management

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by

Nicholas Morello

on 21 April 2015

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Transcript of Customer Relationship Management

T H E H O S P I T A L I T Y I N D U S T R Y
S O C I A L M E D I A & C U S T O M E R R E L A T I O N M A N A G E M E N T
PRESENTATION OVERVIEW
I. Overview of Social Media Usage

II. Corporate Social Media Usage

III. Examples In The Industry

IV. Recommendations

Consumer Social Media Habits
Mobile Internet usage has surpassed computers
in 2012, computers had 60% of traffic
in 2014, mobile devices hold 67%

Top 5 Social Networking Sites by Visitors
Facebook 900,000,000
Twitter 310,000,000
LinkedIn 255,000,000
Pinterest 250,000,000
Google+ 120,000,000

Corporate Use of Social Media
Three broad Categories
Information (50%)
Community (30%)
Action (20%)

Hotel Industry follows a similar percentage

Community is most important for CRM

Social Media Engagement
Using social media to even further strengthen the relationship with its guests

In the business of creating memories, The Ritz Carlton continues this mission on social media platforms

“Natural extension of the way in which we interact with our guests”

How does The Ritz Carlton measure success in terms of social media ?
Facebook | Instagram | Twitter | Pinterest

On most major social platforms (Facebook, Twitter, and Instagram) The Ritz-Carlton received almost four times more engagement than any other hotel chain

Each social Network has its own set of metrics to understand what content resonates with guests the most.

Effectiveness of social media has lead to a 30% year on increase on all major social media platforms.

Quality over Quantity
THE RITZ-CARLTON
THE RITZ-CARLTON
Goal:
To convey a genuine culture, distinctive personality along with extremely customized service
YouTube: highly selective in video content (6000 subscribers)
Twitter: among the first luxury hotel brand to launch a corporate Twitter account (August 2010)
Facebook: provide exclusive promotions (increased to 285,000 likes)
Instagram: runs contests in various cities (users encouraged to take pictures of specific landmarks of the city)
Tumblr, Blogs & Microsites, Google+, Weibo, Pinterest & Four Seasons Magazines
Each social nedia platform has multiple accounts (separated by hotel)
Shift from traditional advertising
33% of guests rate TripAdvisor sites very influential in decision making process
Revinate: 24/7 monitoring and response to these comments and ratings
Want to develop a positive relationship with their customers
FOUR SEASONS HOTEL
FOUR SEASONS HOTEL
establish a reasonable deadline for responding to negative reviews
develop a messaging strategy and structure for your response
add personal appeal to positive reviews
focus on creating a memorable experience first

Approach to social media:
“all about sharing the love of travel, not promoting brand specific initiatives”
Uses Pintrest to show destinations, cities, and travel tips not their hotels.
Uses Instagram to share customer shared photos of their travels and some hotel rooms
Uses YouTube to share videos of packing tips and ideal travel destinations
Facebook is Best Westerns primary focus. and tarted largely investing in it in 2006
Acknowledged the amount people talk about their stay with family and friends on Facebook.
When critiques or complaints came up, the social media team would inform the specific hotel of the complaint.
Launch campaigns to highlight travelers and their journeys
Added a new feature on Facebook allowing people to book a room directly on Facebook
BEST WESTERN
BEST WESTERN
DoubleTree, under Hilton, is more geared towards business travelers
Since their niche is smaller than most other chains, they rely on luring followers in through their social media pages
In this way, they've captured followers that are already members of their pages, so the next time they stay at DoubleTree, they'll be more likely to interact.
Then Hilton's social media team swings into action
DOUBLE TREE
Wants to get people looking at beautiful places and associate them with Best Western without directly saying so.
Wants to engage in authentic conversations with consumers and build a loyal community on Facebook
Does this with communication and exclusive promotions
BEST WESTERN
Hilton takes social media very seriously

Hired
Digital Media University
to train ALL corporate staff members to become "social media champions"

Combined with their "Little Things" campaign, they reduced negative reviews and comments by 12% in one year (2012-2013)
DOUBLE TREE
Recommended Practices
Orientation

Employee Training

Constant Interaction

Exclusivity

Community


I. Consumer Social Media Usage

II. Corporate Social Media Usage

III. Industry Examples

IV. Recommendations
Full transcript