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How Do You Build a Social Hospitality Brand?

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98.6%
Number of customers who Like your brand page who may never return?
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50%
Number of new fans who will not see your Facebook posts in 3 months time?

80%
Number of your Twitter followers who may never see any of your Tweets?

Who are the most engaged hotel brands?

Top Global Hotel Pages


People Talking About This is the number of unique users who have created a story about a page in a seven-day period.

Fans

PTAT

8,315,638 2,012,180 1,421,714 Conversation Strategy? 1,082,770

108,955
1.3%

3%
Number of your Facebook fans who actually see your posts if you have over 1m fans?

12,412
0.6%

20,823
1.3%

22,545
2%

784,567

7,098
0.9%

Content Strategy?
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769,963

33,742
4%

#DigiTrends14

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Engaging with your fans and building a community are two totally different things.

OUR HOTEL (LOYALTY PROGRAM) IS THE ONLY _________ THAT _________ .

ZAG by Marty Neumeier

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2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Welcome back.

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No person can make it very far in this life on a 40 hour week.


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J.W. Marriott

40,231,339 Fans
327,698 PTAT
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70,330,775 Fans
659,068 PTAT
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Only close attention to lots of small details can make an operation first class.
J.W. Marriott

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Survival of the Fittest?

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Steve Jobs sent the GMs of the first 5 Apple stores to complete the Ritz Carltons customer service program.
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Apple has the highest sales per square foot of any retailer globally. NPS is in the DNA of Apple retail stores.
2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

We dont haggle with last minute bookings. We need to book the right guest on the right night for the right price.
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Marriott Hotels

Realised Value
How much did you spend with us?

Expected Value
Average customer value? (LCV)

Potential Value
What did we expect you to spend with us?

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This is about getting everything down to one number. Using stats the way we read them, we will find value in things that nobody else can see.
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Sentiment (and SNPS) Matters How likely would you be to recommend our hotel to your friend?.
Dell focus on Detractors instead of Promoters.
60% Promotors 25% Passives 15% Detractors Each positive comment is worth $5.25 It takes 5 positive comments to neutral 1 negative one

Better Customer Service + NPS Monitoring Added $168m


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Community Management Drives Sales


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2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#DigiTrends14

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Social media is one area of business where you dont need to outspend your competitors in order to beat them.

2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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