Thursday, July 1, 2010Thursday, July 1, 2010

2:00 2:00 –– 3:00 PM EDT3:00 PM EDT

Internet Marketing Webinar SeriesInternet Marketing Webinar Series

Session 1 Session 1 -- Mobile MarketingMobile Marketing

Overview of Format and TopicOverview of Format and Topic

Fran Brasseux

Executive Vice President, HSMAI

HSMAI University Alliance PartnersHSMAI University Alliance Partners

POLL QUESTION #1POLL QUESTION #1

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TodayToday’’s Presenter s Presenter

� e-Commerce SEO/SEM consulting since 1999

� 20+ Years of direct hotel sales experience

� Approved vendor with Marriott, Hilton and Wyndham Hotels

� e-Commerce expert and frequent speaker at industry events

� Services include auditing your current SEO/SEM provider, pay-per-click marketing, search engine optimization, social media optimization and creating online hotel awareness to drive revenue

� Gordon LiametzRevenue Performancewww.RevenuePerformance.com

What is Mobile Marketing?

• Mobile-friendly web pages for iPhones, Blackberries, flip phones, etc.

• Register consumers to receive special offers and alerts via text message

• Promote special events, discounts, updates and more

• Build your customer list, engage them and drive traffic & revenue

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Why Mobile Should Be Part of Your e-Commerce Plan

� 38% of respondents reported performing travel searches via their mobile devices

� 28% used their Smartphone to reserve or complete their booking

� More than 4 in 10 would find trip planning apps useful

� In 2009, Internet bookings accounted for 54 percent of all bookings - representing $2 billion in hotel revenue (PhoCusWright)

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Source: Compete 2010 & 2009TRAVELCLICK’s eTRAK report

Why Mobile Should Be Part of Your e-Commerce Plan

� The mobile channel generated nearly $80 million in revenue in 2008

� This number is significantly higher than the revenue from booking air travel (around $60 million) or rental cars (around $20 million) through the mobile channel

� Hotel marketers who explore mobile marketing in these early stages of development will have a clear competitive advantage as it matures

� Over 20% of U.S. households are wireless only

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Source: 2009TRAVELCLICK’s eTRAK report & PhoCusWright, Gartner

Mobile Influence

� In the USA, over 84 billion text messages are sent each month, over one trillion in 2009

� Cell phone penetration in the U.S. has surpassed cable TV, web access and home PCs

� Over 95% of new phones sold today have web browsers and over 70 million U.S. consumers use them regularly

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Source: CTIA 2009

Mobile Demographics

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Source: Pew Foundation Mobile Report 2008

Testing if Your Site is Mobile Ready

� www.iPhoneTester.com

� http://mobiready.com

� Glossary of Mobile Terms

� Click on this link:

� http://revenueperformance.com/pdfs/Mobile_ Glossary.pdf

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Offsite Mobile Optimization Factors

� Mobile local search optimization and marketing (local business listing of Mobile website in Google, Yahoo, and Bing)

� Website submission in mobile specific directories� http://www.wapdir.com

� http://www.search4i.com/mobile-web-directory

� http://www.free411.com/

� Other conventional website promotion activities including press release submission, article submission, social media optimization, forum posting, blog comment posting, etc.

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Offsite Mobile Optimization Factors

� Write Compelling Optimized Meta Data

� Submit Mobile Site Map

� Optimize Your Existing Site for Mobile

� Optimize Local Portals

� Update Local Search Engines and Online Yellow Pages

� Do you have ratings?

� Logo

� Hours

� Phone

� Categories

� Pictures

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Tools to Help You Build Your Mobile Site

� Google’s Conversion Utility – Just enter the URL of your website, check the option for ‘No Images’ if you do not want images to appear, then click on ‘GO’ button

� Mobile version of your website will pop up, add the link to yourfavorites for browsing website on mobile

� http://www.google.com/gwt/n

� Zinadoo - Using this web service you can easily create, publish and share you mobile website

� http://www.zinadoo.com/

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Tools to Help You Build Your Mobile Site

� Winksite - Winksite is a mobile website builder that also includes RSS-driven content deployment and mobile-tuned community features such as forum, chat, and polls.

� http://winksite.com/site/index.cfm

� MobiSiteGalore - Lets you build websites that will work consistently across all mobile phones as they 100% comply with W3C’s mobile web standards. You can host websites wherever you want.

� http://www.mobisitegalore.com/index.html

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Create a Mobile Site Map

Mobile XML Sitemaps are very similar to standard XML sitemaps

� Google Mobile Web Search crawls and indexes sites that have been specifically designed for mobile phones and devices

� Google adds new sites to their mobile web index every time they crawl the mobile web

� http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=8493

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http://siteexplorer.search.yahoo.com/mobilesubmit

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hsmai.org18

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Your Opportunity to Drive Traffic & Revenue

� To deliver permission based, targeted and easy to use branded promotion offers to millions of consumers via their mobile devices

� There are now more mobile devices than televisions and computerscombined

� All of these devices combined represent the opportunity to redefine your marketing efforts

hsmai.org20

11/9/09 Facebook announced that 1/4 of their monthly worldwide visits or

65 million visits, are via mobile; what this means to you is…

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Six Steps to Your Mobile Promotion

1. Build your database

2. Build SMS message

3. Auto populate to your mobile website

4. Launch on all carriers (AT&T, Spring, T-Mobile, etc.)

5. Include SMS in all advertising

6. Review ROI/refine

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How SMS Works

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How SMS Works

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Tips on SMS Marketing

� Make the incentive clear

� Make it simple

� Design a great experience

� Choose an SMS marketing vendor that supports all phones and all carriers

� Test, test, test

� Have an Opt Out

� Learn and improve for next time

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SMS Vendors

� http://www.clickatell.com

� http://www.message-media.com

� http://www.txtwire.com

� http://www.madmobile.com

� http://www.eztexting.com

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Questions to Ask a SMS Vendor:

1. Do you use 'USA originated' messaging?

2. Are you selling another organization’s messaging, or have you developed your own technology?

3. When did you begin selling text messaging services?

4. Who are your large corporate clients?

5. Are your text message services used for 'mission critical' communication by well known organizations?

For complete list of questions click here:

http://revenueperformance.com/pdfs/Questions_to_Ask_a_SMS_Provider.pdf

Mobile Marketing Strategy

� Are they making a decision about visiting or have they already decided to visit your destination?

� What message do you want to create?

� When and how often?

� What action do you want them to take?

� What and how will you measure?

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Promoting Your Mobile Website & Offers

Create an SMS Database

� Website sign-ups

� Email sign-ups

� Social Networks

� Sign-up cards

SMS Promotions Include:

� Alerts

� Special offers

� Discounts

� Contests

� Quizzes and polls

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Mobile Promotions

Text XXXX to 12345 for offer…

� Sweepstakes

� Special offers

� Promotional offers

� Hotel/Restaurant updates

� Capture votes with survey data

� Offers are for opt-in only

� Over 95% of text messages are read

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Example Promotion

Take a Picture, Text Us, and Win

� Encourages consumer with brand interaction

� Consumers are asked to pose in hotel or restaurant

� No need for special software or barcodes

� Approved images can be displayed on website

� Each entry gets a reply with link to mobile web page, hotel info, offer, etc.

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Optimizing for the iPad

� Remove any and all Flash

� Update your code to HTML5

� Look for website plug-ins

� Drop complicated navigation

� Pay attention to Apple

� http://developer.apple.com/safari/library/technotes/tn2010/tn2262.html

� Test your site on an iPad

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Benefits of an iPhone App – Serves as a Marketing Tool

� Great to have your business transient accounts and in-house groups have everything about your hotel and area at their finger tips.

� Local vacations are often at a whim. What better way to show your commitment to the last minute traveler than to book your hotel right then and there!

� You build your hotel marketing around the guest experience. If the customer wants to browse your website through their iPhone, don’t you want them to have a great experience?

� Guests can view hotel videos, browse through your

hotel, learn about local area information, make

reservations, etc.

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Advertising On Mobile

� Ads shown on Search & Content network

� Google Pay per click

� Two ads per page

� Ad format character limitation

� iPad - Access to the global audience of iPhone and iPod touch users

Types of Mobile Ads

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Next Step

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Sustainable

Competitive

Advantage

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Questions? Questions?

� e-Commerce SEO/SEM consulting since 1999

� 20+ Years of direct hotel sales experience� Approved vendor with Marriott, Hilton

and Wyndham Hotels� e-Commerce expert and frequent speaker

at industry events� Services include auditing your current

SEO/SEM provider, pay-per-click marketing, search engine optimization, social media optimization and creating online hotel awareness to drive revenue

� Gordon LiametzRevenue Performancewww.RevenuePerformance.com

Upcoming HSMAI University ProgramsUpcoming HSMAI University ProgramsIf you haven’t registered for the entire 10-

part Revenue Management series going through December 14, 2010, you can do so

now. Details on this series and other

upcoming webinars at

www.hsmaiuniversity.org

Next session: July 27, 2010 –

“Use Data to Drive Revenue Management Decision Making”

Also coming soon…register at www.hsmaiuniversity.org:

Sessions 2 and 3 of this Internet Marketing series with Gordon Liametz:

July 8 - In-depth social media strategies

July 15 - Social media case studies & best practices

July 20: “Driving Results Through Design” – A workshop for your web presence

The Evolving Dynamics of Revenue Management:

A Comprehensive Revenue Optimization Road

Map for Hotel Owners, Operators and

Practitioners

By Kathleen Cullen & Caryl Helsel

Published by HSMAI Foundation in partnership with the HSMAI

Revenue Management SIG Advisory Board and TravelCLICK

Revenue Management has continued to grow as a science and an art over the past several years in many

industries, and especially in the hospitality industry. On the most fundamental level, the basis for success is

to have the right revenue management organization in place to support the revenue strategy. A solid

understanding of revenue management is critical throughout an organization, from top to bottom. This

HSMAI Foundation publication brings you and your property the very latest information on understanding the market, market segmentation, forecasting, revenue strategy, pricing, inventory control strategies, and

performance analysis. Included are a plethora of case studies to help you optimize revenue at all levels.

Order today at www.hsmaipublications.com.

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TodayToday ’’s webinar is copyright 2010 by the Hospitality Sale s & Marketings webinar is copyright 2010 by the Hospitality Sale s & Marketing Association International Association International with All Rights Reserved.with All Rights Reserved.