HOTEL SOLD OUT ?? – SOCIAL NETWORK YOUR WAY IN

When Persistency & Social Connections intersect with a World Class Hotel General Manager – anything is possible…

A story of how a very persistent and well connected social media expert was able to network his way into an otherwise sold out hotel by socially connecting with the hotel’s world-class general manager…

Hyatt Regency Philadelphia at Penn’s Landing

Date: July 1st, 2011, Situation – Hotel Sold Out on 1st of 2 day Planned Stay – Hyatt Regency Philadelphia at Penn’s Landing is the best hotel for my upcoming & out-of-town meetings, but I can only book Thursday July 14th, not Wednesday July 13th which is completely booked – no luck in booking 2 consecutive nights at this same hotel. The hotel showing booked for 7/13 for many days. Call hotel – they say the hotel is oversold. I obtain Hotel General Manager’s name from front desk agent – his name is Mike Costello.

Date: July 10th, Action PlanFind Mike Costello on LinkedIn, Send Him an Invite, Ask to Connect due to ‘upcoming stay at hotel’

LinkedIn Invite to Hotel General Manager

Date: July 9th – Connect & Correspond to the Hotel General Manager – Mike Costello, General Manager from the Hyatt Regency Philadelphia at Penn’s Landing Connects with me. I send him an e-mail based on his e-mail address being available on his LinkedIn profile:

Accepted LinkedIn Invitation by Hotel General Manager

E-mail to Hotel General Manager After Connecting on LinkedIn

Date: July 11th, Update, Receive Response E-mail From Hotel General Manager: Mike Costello e-mails me indicating the 13th is completely sold out and suggests that I drop my bags off early on Wednesday so I could proceed to my planned meetings. Mike Promised to “review our status tomorrow for any changes due to cancellations or people not showing up without indicating so.”

Date: July 11th, Update, Send Response E-mail To Hotel General Manager:

Letter to Hotel General Manager - Thanks for Following Up

Date: July 12th, 9:30 AM, Update, Receive a “Reservation Change” E-mail from Hyatt indicating my reservation for the 13th had been made.

13th Opens Up, Reservation Changed, I'M IN ! :)

13th Opens Up, Reservation Changed, I'M IN ! 🙂

Date: July 12th, 11:24 AM, Update, Receive an E-mail from Hotel General Manager. Mike Costello indicates I am I am “Set for Wednesday “ (the 13th) and wishes me “Safe Travels”. I write back immediately indicating “Thank you so much!”

Date: July 14th, 9AM, The last day of my stay. I make it a point to visit the hotel Administrative offices to thank Mike, but unfortunately he is a meeting. I convey my “Thank you” to his Administrative assistant. She Promises to relay the message to him.

Date: July 14th, 4PM, Call from Hotel GM while on the train on my way home. Receive a phone call on my cell phone from the hotel GM (Mike Costello) indicating he was glad to be able to help me and appreciated the fact that I told him that his hotel was top-notch and that I really enjoyed my stay. Mike then said to please consider coming back to his hotel when I am in the area again. I told him I would now consider no other hotel except the Hyatt Regency Philadelphia at Penn’s Landing to stay when in the area due to the following:

1) His world-class customer service and going above and beyond to assist guests

2) The way the hotel was run as a model of hospitality from the excellent level of guest service and the excellent staff that was always willing to help at every instance.

Bottom line – Persistence and connections do pay off (I seldom take no for an answer and always ‘figure out how to get to the goal line’ no matter what – my nickname was “tank” in college days for being so persistent and always getting the job/task done), but only if this persistency is met by a savvy and World-Class Hotel General Manager like Mike Costello from Hyatt.

If you are in the Philadelphia area, I urge you to seriously consider the Hyatt Regency Philadelphia at Penn’s Landing – the staff, the management and accommodations are world-class and 5-star all around.

Social Media LIFT Defined. My LIFT Score = 42,347. What is Your Score and/or Your Organization’s Score?

Question 1: What specifically is Social Media LIFT (a.k.a. Reach)? 

Answer 1  The calculation is simply as follows: LinkedIn{Connections}+Facebook{Friends}+Twitter{Followers}.

My Social Media Reach (LIFT) total social is as follows = LinkedIn “Connections” (7,078)+ Facebook “Friends” (4,727)+Twitter  “Followers”(30,542)+ This means I have access to communicate my message directly to 42,000+ individuals who have opted-in to receive (follow) my messages.  Charts 1 & 2 clearly depict what social MediaLift is and how I derived at my score:

This chart (#1) speaks to the definition of what a social media reach (LIFT) score is as follows:

Chart 1 – Social Media Lift Definition

This chart (#2) speaks to what my specific social media reach (LIFT) score is and how it is calculated:


Chart 2 – Social Media Lift Calculation

Ever notice firms claiming to be experts in social media, yet have relatively low Social Media Reach and Lift Scores?  I have seen global consulting, database management, direct marketing and even advertising agency firms with paltry scores  under 10,000, all claiming to be able to help you develop ‘world-class social media programs’. My question to you is, if they are unable to develop decent reach (LIFT) for their own firms (i.e. earn a high social media lift score), then how in the world will they be able to help you and your organization? Social Media Lift loosely translates to Database Size in traditional marketing & CRM terms.

WHY IS LIFT SO IMPORTANT?

Let’s reveal the root of the problem with a set of simple questions as follows:

Question 2: What will most social media & traditional media firms try to sell you so that THEY make the most $$?

Answer 2: Setting up Facebook fan pages, developing new websites, setting up infrastructure and establishing your presence in social media, the web, etc. While these get you established in social media or the web, they do little to provide bottom line value to your business. Building social media infrastructure without adding effective lift is like having a gun with just a few bullets – Looks impressive, but will enable you to only hit a very few targets with limited results.

Question 3: What will provide you with the highest business value from social media?

Answer 3: Having a large social media LIFT Score (a.k.a. social media reach), bigger than your competitors, so that you may communicate, sell, brand and influence your followers. Without effect LIFT you are limited by how widespread you can leverage your message to the world.

Of course having high quality contacts and building relationships with them is equally important, but if you don’t have a decent lift score or social media following, you can’t get do either of these next steps.  I, for example, have screened each of my friends/connections/follows to ensure they are of high quality and are of the type that can help my business grow.  In this case, Reach Quality = Correlation of Lift contact Needs/profile to your brand messaging/content.

HOW DO I ACHIEVE A HIGH LIFT SCORE?

Question 4: How do you attain a high social media lift score?

Answer 4:  By running effective social media follower, friend, connection campaigns to increase your lift score. There are many examples of these campaigns by organizations such as ‘help us reach 100,000 Facebook fans and we’ll donate to $x to charity’, ‘when we reach 50,000 followers, we’ll host a fan appreciation party’, please connect to me for important news on topic x’, etc. It is surprising how many organizations establish themselves in social media (‘hey, I’m now here’), but then do nothing do increase their fan bases, reach, etc. The web is littered with firms that have taken the first step in getting into social media, but have done very little to expand their presence and LIFT scores. This last step is the most important in ‘getting real’ in terms of social media.  I have developed a very unique cross-platform campaign system that is highly effective in gaining connections, friends, followers – hence my high LIFT score.

HOW CAN I MONITOR & MANAGE MY OWN LIFT SCORE?

If you really want to determine your score, your firm’s score or that of a social media company you want to hire, you now have to look no further than a relatively new site called SocialChiefs.com (http://www.socialchiefs.com) .  You submit your account information to this site and they calculate your social media reach (LIFT) for you (http://www.socialchiefs.com/default.aspx?c=3 ). I recently did this and found out in recent weeks that I was rated the #4 globally in Social Media Reach by SocialChiefs per the following chart:

Chart 3 – Global Social Media Reach Ranking as Rated by SocialChiefs.com

The following chart illustrated my specific reach (LIFT) calculations by SocialChiefs.com

Chart 4 – Specific Global Social Media Reach (LIFT) Calculations as Rated by SocialChiefs.com

Question 5: What is your social media reach (LIFT) score and what is the score of the social media firm you’ve hired?

Commentary on your score – If you hired a social media firm to build you social media presence and now your LIFT score is under 10,000, then you likely got ripped off and/or not netting the true power of social media. They took the big $$ to get you set up in social media and then left you hanging with paltry reach (LIFT) numbers (<10,000) which is equivalent to taking the money and leaving you with little to show in terms of real business value.  “Hey look at my Facebook Fan page – isn’t it great! But I only have 200 fans to communicate with – was this really worth it?”