1. E RIKA S ONG J IAN H UANG The Pennsylvania State University School of Hospitality Management Social Media Marketing: Do You Know Everything?

2. Objectives 1. How to choose and use social media sites that reach out to hotel consumers 2. How to measure and analyze social media performance 3. How to determine whether social media management should be outsourced

3. Choose Based on… Social Media Marketing Industry Report 2013

4. Use Your Sites for… Posting Interacting Hosting Build Relationships That Last Traditionally...Further... Better...

5. Define “Return” in ROI: Customer Interaction Tweets “Multiplier” Sales Prediction Equation “I am able to measure ROI for my social media performance.” Only about 26% of businesspeople agreed that they are able to measure their ROI for social media performance. Method 1 Method 2

6. Method 1Method 2 How to Analyze… Followers (A)Tweets (B) Tweets “Multiplier”= A/B Marriott Hotels109,67812,5878.7 Holiday inn51,15164387.9 Best Western61,94695756.5 Four Seasons114,70237,1923.1 Sheraton Hotels 13,81486421.6 Suppose... Discount room rate posted on Twitter 1 Million followers 1% of followers click 2% of clicks buy 200 Rooms

7. Outsourcing Social Media Management Pros Bigger Platforms Less time-consuming Expertise: professional staff Cons Expensive Information biased: Misunderstandings and delay of information.

8. Social Media Management Companies Ranking Social Media Service Review-Top Ten Top Ten based on… Reputation and experience Social media distribution Monitor and report Support Plans and pricing

9. Wrapping it Up… Thank You Evaluating and Deciding Measuring and Analyzing Choosing and Using Choose… Importance Commonness Satisfactory Use for… Posting Interacting Hosting Why and How? Why measure Define “R” in ROI Analyze Tweets Multiplier Prediction Decide… Pros Cons Top ten Ranking