SXSW Interactive 2013 Proposed Panel - Turning Tables: Social Media for the Hospitality Industry
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The document discusses social media strategies tailored for the hospitality industry, emphasizing the distinct approaches needed for platforms like Facebook and Twitter. It offers practical advice on content posting, audience engagement, and using location-based services like Yelp and Foursquare to enhance brand visibility. Case studies of Shakey's USA and The Charleston illustrate the application of these strategies in real-world contexts.
SXSW Interactive 2013 Proposed Panel - Turning Tables: Social Media for the Hospitality Industry
- 1. TURNING TABLES: SOCIAL MEDIA FOR THE HOSPITALITY INDUSTRY SXSW Interactive - 2013
- 2. Angelique Toschi ¨ Manages the online presence of Shakey’s USA, Inc., which has 58 Shakey’s Pizza Parlor locations nationwide. ¨ Shakey’s is a franchised company with 24 corporate and 34 franchise locations. Shakey’s USA is the corporate entity.
- 3. Adam Bell ¨ Controls social media for the Charleston, a restaurant, bar, and gastrolounge in Santa Monica, CA ¨ The Charleston offers a limited menu of specialty food dishes from celebrity chef Jet Tilla, signature cocktails and live entertainment
- 4. Social Media Networks Conquering Facebook and Twitter
- 5. Advice before we begin ¨ Facebook is not Twitter and Twitter is not Facebook ¤ Plan different strategies for each ¤ Change platform specific terminology depending on the platform that is being used ¤ Plan to tweet more often then you update Facebook
- 6. Social Media for Brands ¨ What types of content should I post? ¨ When should I post? ¨ How should we show partnerships with other companies? ¨ What is the best way to build an audience? ¨ How can I best interact with the fan base and make them feel like part of the brand?
- 7. Facebook – Tried and True Practices ¨ Have promotional giveaways for landmark “likes” ¨ Tell your audience how to react to the content you are posting. ¨ Ask your fan base questions. ¨ Create Events they can attend and tell their friends about.
- 8. Twitter – Tried and True Practices ¨ Create a social media plan that includes a strategy for a long form twitter promotional contest ¨ Identify your brand advocates ¨ Use the search feature
- 9. Google+ - How should I use it? ¨ Develop a separate social media strategy ¨ Optimize your page with keywords and make it SEO friendly ¨ Use visuals whenever possible ¤ Large Pictures ¤ Videos (linked directly from YouTube)
- 10. Other Social Media Strategies What are your favorite strategies to engage your audience?
- 11. Location Based Social Media How to use Yelp, Foursquare and Google+ Local
- 12. Yelp – How to tame the muster ¨ Respond ¨ Create a strategy and sample responses ¨ Track all reviews ¨ Utilize tools such as Yelp Events
- 13. YouTube – Show your stuff! ¨ Create videos that show off your company ¨ Post commercials and TV segments ¨ Obtain video testimonials ¨ Tag videos appropriately
- 14. Foursquare – Give them a reason to share ¨ Claim and manage all your locations ¨ Create a “Brand Page” for multiple locations ¨ Utilize Foursquare Check-In offers ¨ Check tips often
- 15. Google+ Local – The new kid ¨ Be familiar with the layout ¨ Understand the Zagat rating system ¨ Check for reviews often ¨ Ensure that the locator is correct
- 16. Have multiple locations? How to deal with Franchised locations and multiple venues
- 17. Franchise Specific ¨ Determine how you want your social media handled ¨ Make sure franchisees understand social media and the current social media plan ¨ Include them in the decision making process ¨ Communicate all social media promotions
- 18. Shakey’s Pizza Parlor Case Study 1 (in progress)
- 19. The Charleston Case Study 2 (in progress)
- 20. The Charleston
- 21. The Charleston
- 22. The Charleston
- 23. The Charleston
- 24. Question and Answer Time
- 25. Before we forget… ¨ Use any social media listening tools at your disposal ¨ Track everything ¨ Use Facebook Insights on a regular basis ¨ Attend and listen to social media seminars as often as possible – there are always new things out there ¨ Educate your corporate team on social media
- 26. The End