1. Social, Mobile and Local – The Now and Future of Hotel Internet Marketing Presented by Lisa Klueppel and Philip Faircloth

2. Agenda Social media  The social media landscape  What it means for hoteliers  Getting started Mobile  The mobile landscape  Mobile marketing for hoteliers  Getting started Local search  What is local search?  How to optimize for local Wrap-up/Q&A

3. Social media: Why does it matter?

4. Google 11.2010 The social media landscape

5. Social media: some figures Social media is pervasive.Social media is persuasive. Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

6. Social media: some figures * 41% of respondents use social media to express satisfaction with a travel experience; 18%, disappointment. Source: “S-Net: A Study in Social Media Usage & Behavior.” June 2011. ROI Research Inc.

7. Google 11.2010 Social media: from consumption to production Democratization & proliferation of information/content.

8. Google 11.2010 Social media: push and pull A true combination of push and pull marketing

9. Google 11.2010 Social media: losing control Brand control is increasingly difficult. Source: “The Conversation Prism.” www.theconversationprism.com 2011www.theconversationprism.com

10. Google 11.2010 Social media: a live dialogue One-way broadcasting is a thing of the past.

11. Hoteliers create advocates Find and foster advocates to produce content and reviews for you

12. Hoteliers manage reviews/reputation Encourage guests to write reviews. Be active on review sites and get personal.

13. Facebook for hoteliers Define goals and strategy. Dedicate the resources. Develop a community. Local info Guest services Specials Loyalty

14. Facebook for hoteliers: new features Utilize the platform to its fullest. A. Facebook “Reveal” B. IBE integration A B

15. Social media: where to begin? Before you begin, ask yourself: Why am I using social media? What are my goals? Whom am I trying to reach? What are my expectations? What resources do I have? What’s my strategy?

16. The Mobile Web: Where are we headed?

17. Google 11.2010 The age of the mobile internet Source: “Internet Trends.” April 2010. Morgan Stanley.

18. Google 11.2010 Mobile will be bigger Source: “Internet Trends.” April 2010. Morgan Stanley.

19. Google 11.2010 Global mobile numbers Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google.

20. Google 11.2010 Where the eyeballs are Source: “Mobile Movement:Understanding Smartphone Users.” April 2011. Google.

21. Google 11.2010 Travelers’ mobile usage Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom.

22. Google 11.2010 Mobile for travel planning Source: “TripAdvisor Survey Reveals that Travelers Find Mobile Devices Make Good Travel Companions.” May 2011. TripAdvisor. 52% researched restaurants 46% read about destinations 45% read traveler reviews 42% booked or researched accommodations

23. Google 11.2010 Hotel bookers’ mobile usage Source: “It’s Not Too Late to Be Early:Travel Marketing and Mobile.” March 2011. Google/TravelCom. 19.5% of hotel queries are on mobile devices 70% of mobile web users book a single hotel room for a single person for the same night 82% booked within a day of arrival (vs. 45% on desktop) 58% were within 20 miles of their hotel

24. Google 11.2010 Mobile advertising mediums Source: “State of Mobile Advertising US Webinar.” June 2011. comScore.

25. Google 11.2010 Users notice mobile ads Source: “The Mobile Movement: Understanding Smartphone Users.” April 2011. Google/Ipsos

26. Google 11.2010 Efficacy of mobile ads Source: Chetan Sharma, January 2011 Relative efficacy of mobile vs. other advertising media January 2011

27. Google 11.2010 Get ready for mobile Fish where the fish are: expand online advertising strategies to mobile. - Be found on mobile search - Optimize your website for mobile - Think local

28. Local Search: Managing your local presence

29. Google 11.2010 Local landscape

30. Google 11.2010 Google Places Address, phone, website Reviews Photographs and Videos Booking Rates Property details Share updates Respond to reviews

31. Google 11.2010 Go Local Optimize your local listings across the web 1. Claim your listings 2. Add as much detailed information as possible 3. Fill out all applicable fields 4. Optimize your description 5. Categorize your listing 6. Keep your property name simple and accurate 7. Use the site-specific features for added exposure 8. Upload pictures and videos 9. Promote specials and events 10. Encourage online interaction with your guests

32. Wrap-up Social media  Ordered chaos  Dialogue is inescapable  Start small, think smart, align resources Mobile  Mobile will be huge  Social, Local, Mobile – Now!  Optimize early Local search  Own your listings  Optimize and monitor for success

33. Questions? Thank you.

34. Thank you for attending! If you have any additional questions, please post them on our Facebook page or email info@vizergy.com. info@vizergy.com