Iberostar Hotels & Resorts Social Media Use


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A presentation presented to Iberostar Hotels & Resorts about how to use social media to market its product in the U.S . for the first time.

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Iberostar Hotels & Resorts Social Media Use

  1. 1. Social Media Marketing Analysis for the U.S. Market for Iberostar Hotels & Resorts Conducted by: Adriana Gallegos Washington, DC May 12, 2011 1
  2. 2. Overall Goal: To brand and market Iberostar Hotels & Resorts in the North American market.End Result: Someone mentions Iberostar he or she should say “the hotel/resort that made feel like a star.”Sales Result: Increase revenue by 3% in the U.S.Social Media Objectives:1. Drive traffic to Iberostar Web site & properties2. Engage consumer with relevant messaging to increase conversions3. Raise awareness among Americans from 19% to 30% in six months4. Create top-notch customer service5. All content should be about Iberostar not destinations 2
  3. 3. U.S. Target Audience 3
  4. 4. U.S. Audience Research Source: www.crowdtap.com 4
  5. 5. Source: www.crowdtap.com 5
  6. 6. Source: www.crowdtap.com 6
  7. 7. Source: www.crowdtap.com 7
  8. 8. Source: www.crowdtap.com 8
  9. 9. American ProfileInterested in learning about deals, discounts, new and currentservices. Most interested in having a relaxing time. Not looking todo any tourism around the city, the only goal is to lay on thebeach with a tropical drink. 9
  10. 10. How to Get Started in Social Media 10
  11. 11. Use a four-step process for social media marketing:Reviewing: See what the chatter is about your brand.Responding: Use blogging and micro-blogging(Twitter) to answer questions or commenton the chatter.Recording: Generate content that’s informative and helpful to social media users.Redirecting: Direct web traffic back to your website. 11
  12. 12. Research(Analytics)-2 to 3 months *Use a service like Review Pro or RevinateYour Hotel Listen Learn Act Across all travel, social, and Deep Analytics and Reports. Configurable Alerts. industry media. Ratings, Frequencies, Keywords, Email, Print, Export. Live and Saved Searches, By Source, Manage Workflows. By Property Comparisons, Manage User Access. Historical Trending, Multi-Property Management Competitive Benchmarking Best Practices for Hotels:Plus your Comp Set Daily & Weekly Summaries. - Sales - Marketing - Operations Improve Your Business. Take Control. 12
  13. 13. Trip AdvisorNeed to use a service like Revinate or Review Pro that will analyze the online marketby looking at your competition and the top influencers.Either Revinate or Review Pro will read all reviews on sites like Trip Advisor andchoose which reviews one should reply to.Time is valuable so use it wisely. You should spend most of your time engaging withcustomers while either Review Pro or Revinate do all the research. 13
  14. 14. The “Before Starting in Social Media” Checklist• Need to have the contact list of all guest relations, concierge and directors of each hotel.• Community Managers must introduce themselves to the hotel staff and provide them with all their contact information.• Do three months of research/analytics to better understand the online environment so that you know how to address certain issues.• Need to have all FAQs and protocol procedures in place for how to respond to complaints, vouchers, and other issues.• All employees need to know about your social media plan and strategy, and need to be ready to help out in answering certain questions.• Have weekly meetings with the hotel staff of certain hotels to learn about the new services, events, food, and employees. This type of communication must be ongoing.• Create the “Welcome Application”-a mini-Web site on Facebook.• Before launching make sure you have the messaging, welcome application, protocol handbook, FAQs, and contact lists completed. The first impression is the most important.• Hotels social media strategies should focus on what social media are best at: identifying and rectifying customers problems. If you use Twitter and Facebook to connect with your customers, get their feedback, and actually take action to fix their problems, theyll be much happier, and theyll tell theyre friends about how you helped them. 14
  15. 15. Examples of Facebook Pages 15
  16. 16. Create a Welcome Application This is an example of an application that could be created, add links to Twitter and our blog. Instead of the picture a video could be added. Allow the customer to make reservations on Facebook. Hotels need to make sure that their booking engines can be found wherever the customer is, rather than asking the customer to search them out. 16
  17. 17. Facebook Pages/Country/Language Top U.S. companies focus on localization and language is secondary. On Facebook there’s no need to explain why you added “USA” the title speaks for itself. You can either create country pages like Captain Morgan or regional pages like Nissan. 17
  18. 18. Recommendation for Country PagesHybrid structures are an efficient way to get people to pages. If you’re thinking of using local pages, I’d recommend ahybrid structure instead — where you use a global page (the current Spain page Iberostar Hotels & Resorts, keep it all inSpanish) as a hub to attract users and have broad global information(corporate and reputation news) and then direct users toregional pages-North America, Europe, Asia, or Latin America where they can get localized information in their local language.Regional pages are more focused on the audience and market. For example, the North America page would target theAmerican and Canadian traveler. The Europe page would target the European in English.After six months of managing the “Spain” main hub, “North America”, and “Europe” pages we would have to create a strategyon how to include all the other hotels on social media. 18
  19. 19. Both languages Arab and Englishbecause it’s a region instead of onecountry. 19
  20. 20. Examples of Facebook Hotel Pages Westin is a part of Starwood Hotel & Resorts Worldwide. Each hotel, such as this one in Germany, has created its own Facebook page. On this page everything is written in German because it’s location is in Germany.Hilton Hotel & Resorts is the main hubFacebook page, but under its “likes” youcan see all its other hotel Facebook pagesaround the world. 20
  21. 21. Social Media ContentPictures posted on Facebook tend to receive a lot of attention. However, not any picture gets thesame amount of interest. With hotels, personal pictures are more meaningful to fans like “behindthe scene pictures” of the chefs cooking or the “Star Staff” playing with the kids or dancing.Don’t post too much-quality is better than quantity.Create a personal connection with the user: ask them what they would like to see on the Springfood menu or other personal questions about the hotel. 21
  22. 22. Social Media Response TimeThank or answer someone in realtime to create that one-on-one dialogue. Don’t make them wait more than aday.Give a point of contact on Facebook and Twitter like “contact Rosa at Guest Relations at email and phonenumber”.If someone mentions that he or she will be coming to your hotel notify the “Reception Director” about it so thatwhen that person checks in he or she will receive a more personal welcome. Transmit what happens online offlineas well. Increasing the Fanbase on Social MediaAdd the “Facebook Like box” and the other social media icons to your Web site.All employees should include the social media icons on their business cards and email signatures.Create a contest to create instant buzz.Display posters or point of purchases of your social media presence in the hotel lobbies.Create targeted Facebook ads. 22
  23. 23. Social Media MeasurementIt’s not about quantity but about quality. Likes and comments matter less than yourability to convert fans into sales.Count all the positive comments and feedback and that will give you a betterunderstanding if you’ve increased sales.“Facebook impressions” and “retweets” are important as your message is getting outto a larger audience. 23
  24. 24. Web site 24
  25. 25. Web site Before starting in social media your Web site must have the following: 1. All content must be current and translated into different languages. 2. All social media icons must be present on the site pertaining to their language. 3. The Web site is highly important because most content shared on social media will come from there. 25
  26. 26. U.S. Holidays• May 7, 2011 (saturday): Kentucky Derby horse race• May 8, 2011: Mothers Day [2nd sunday in May]• May 21, 2011: Armed Forces Day [3rd saturday in May]• May 30, 2011 (monday): Memorial Day (observed)• June 14 [every year](on tuesday in 2011): Flag Day• June 13-19, 2011: U.S. Open Golf Championship tournament• June 19, 2011: Fathers Day [3rd sunday in June]• July 4 [July 4th every year](on monday in 2011): Independence Day USA• July 24, 2011: Parents Day [4th Sunday in July]• TBA July 2011: National Dance Day. [info] [info 2]• August 20, 2011 (saturday): Woodward Dream Cruise - car cruise in Metro Detroit. details• September 5, 2011 (monday): Labor Day• September 11 [every year](sunday in 2011): Patriot Day (a.k.a. 9/11 or September 11th) - observance to remember those who were injured or died during the terrorist plane attacks in 2001 on the World Trade Center, Pentagon, other targets.• September 11, 2010 (sunday): Grandparents Day [first sunday after Labor Day]• September 16 [every year](friday in 2011): Stepfamily Day [info 1] [info 2]• September 16, 2011 (friday): Constitution Day & Citizenship Day Observed• September 17 [every year](saturday in 2011): Constitution Day & Citizenship Day. If it falls on a saturday or sunday, it is observed on the work day 26
  27. 27. Top U.S. Travel MediaMost of the stories posted on the North America accounts should come from the top media listed below. • LA Times Travel • NY Times Travel • AOL Travel • Huffington Post Travel • Gadling Blog • Chicago Sun Times Travel • USA Today Travel • MSNBC Travel • CNN Travel • Caribbean Travel + Life Magazine • Travel and Leisure Magazine • Martha Stewart Magazine • Family Travel Network 27
  28. 28. Conclusions:• Need to create a new Facebook page and Twitter account for North America.• Ideally, it would be best to get started in social media once the Web site is completed. So far there has been a few complaints on Facebook about the site.• What makes you different from your competition is: your international by having hotels all over the world, star treatment, and passion (have more posts about Antonio Banderas).• Position yourself as the leader of international tourism. You’re diverse and full of passion.• Need to know the North American market: travel media, holidays, events, culture, and food.• It’s important for the Community Mangers to build a relationship with the hotel staff in order to be informed about specials events or news.• Remember all social media tools you utilize Flickr, Facebook, Twitter, and a blog should communicate your brand.• Just because everyone else is on social doesn’t mean you have to rush into it, take your time to make sure all the pieces fit before posting content that doesn’t make sense. 28
  29. 29. Contact /adrig7 /adrigallegos /adrianag7 /adrianagallegos99 29