78% of consumers trust the recommendations of other consumers over traditional media generated advertising.

The social Web has shifted the online experience from searching and consuming to creating, connecting and exchanging. Yesterday's more passive consumers and Web surfers are today's content generators, collaborators and influencers. This fundamental change in how consumers are using the Web is having a tremendous impact on online travel. Traveler reviews, photos, trip planning and sharing, and blogging are all influencing how travelers connect to and interact with your brand.

As your digital marketing partner Cendyn provides ongoing social media consultation and management including the following services:

• Social media strategy and integration with overall digital marketing plan
• Online reputation management and monitoring
• Facebook and Twitter page branding, customization, and promotions
• Property staff training on Facebook, Twitter and LinkedIn best practices
• YouTube Channel management and video upload
• Property blog and RSS feed setup
• Press Release optimization and online distribution
• Ongoing consultancy, keeping you up to date on what's new in social media and assisting you in its application and continued effectiveness

Cendyn Social Influence Marketing
Influence is the power to affect persons or events especially based on prestige. In the context of Social Media, influencers can have a profound multiplier effect on the reach and impact of an idea or message. With Cendyn's Social Influence Marketing Platform you can leverage the power of Social Media to:

• Identify the social influencers with an affinity for your brand
• Capture valuable consumer insight about them, as well as their community
• Turn them into brand advocates

In the process of using the platform you will also:

• Expand your marketing database with valid opted-in cell phone numbers
• Enhance your CRM database with all of the captured insight
• Generate incremental revenue from the social media channel
• Increase your fans and followers

The Social Influence Marketing Platform is unique to the hospitality industry, providing a database acquisition and revenue generation engine that multiplies campaign results through viral social influence sharing. It's a powerful social media lead generation and analytics solution that provides the ability to capture, engage, listen to and leverage each guest and their sphere of influence via special offers that are presented in a contest format.

The personalized contest offer is distributed to your existing customer base (via social media, email, text, direct mail etc.) from Cendyn's data warehouse system. The offer includes a link to a personalized web page where consumers need to register to enter by providing their name, email address, cell phone number, age and gender. Once they are registered they are presented with additional chances to win by sharing the offer with their friends and family via social media platforms. When their friends respond, the cycle continues and our powerful back-end analytics captures and tracks the viral growth of the campaign, the social influence and consumer insight of each participant, and all detailed registration data for future marketing efforts.

Cendyn Online Reputation Management: eReputation
Good Word of Mouth makes for the best advertising and online word gets around fast. What people are saying about your properties online, or uploading for the world to see, affects what potential guests think of your business. For better or worse, online reviews on sites such as Tripadvisor, Opentable, Expedia, Priceline, and many other major Online portals, as well as videos and images on social media sites like YouTube, Google Video and flickr contribute to the image customers have of your hotels.

Cendyn's eReputation aggregates and delivers reviews and ratings from a growing number of travel review sites. With eReputation, you get the latest hotel reviews, buzz and notification of new videos and images uploaded on your exclusive Dashboard that can be accessed 24/7 via the CendynAdmin customer portal. Cendyn's eReputation lets you decide how frequently you'd like to monitor how consumers are interacting with your brand and a weekly summary is sent via email to as many team members as you select.

Your Cendyn Account Management team also uses eReputation to analyze brand interaction. Identifying shifting trends in what people are saying about your properties to discover key selling points and reoccurring themes in both the positive and negative comments. This data is then leveraged to inform the creative and messaging of your ongoing digital marketing initiatives.