Hospitality Management : Social Media Strategy


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Florie is traveling from Mexico to Argentina swapping her hotel business skills for a bed along the way.
She is helping hotels with many subjects, and social media strategy is one of them.

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Hospitality Management : Social Media Strategy

  1. 1. E-MARKETING How to gain more visibility on the Internet using a proactive social media strategy? Florie Thielin – May 2014 1
  2. 2. INTRO: WHAT ARE WE TALKING ABOUT ? Social Media is digital word-of-mouth contents and interaction created by and between people. Hotel Social Media Marketing is how hotels join the digital discussion in order to get more customers in the future by enhancing their e- reputation, and therefore product/service perceived value toward targeted groups of people. 2
  3. 3. INTRO: WHY IS IT SO IMPORTANT ? Social Medias are • free and powerful advertisement means. • already talking about you, better take part to the conversation! • helping to go up in Google research results (SEO). • lead to more direct commission-free reservations. • going to become always more used and important in the future… 3
  4. 4. SOCIAL MEDIA STRATEGY : HOW ARE WE GOING TO DO IT ? 1. Build your presence on social media: start smartly • 1.1 Listen to the market, watch the competitors • 1.2 Set clear objectives • 1.3 Develop your strategic plan 2. Earn audience and Entertain: connect, engage, share • 2.1 Reviews websites: TripAdvisor, Yelp, OTAs… • 2.2 Facebook • 2.3 Twitter • 2.4 Other Medias: Google +, Instagram, YouTube, FourSquare… • 2.5 Concierge Blog 3. Measure your performance: experiment, reap, adjust • 3.1 Specific metrics: Audience, Engagement • 3.2 Measurements tools: Google Analytics, Hootsuite, Klout • 3.3 Be aware and get inspired 4
  6. 6. 1.1 LISTEN TO THE MARKET What are your competitors doing? • Who is apparing on social medias? Where? • How many likes do they have on Facebook? Are they active on Twitter? • Which kind of content do they share? What are your guests saying? • How are your reviews going? • Who is tweeting? What are they saying? Set up a Google Alert to receive an e-mail everytime that your hotel is mentioned on the Internet. 6
  7. 7. 1.2 SET CLEAR OBJECTIVES Who and where are the people that you targeting? • Decision maker, Customer, Influencer? • Business travelers, Leisure travelers, Travel agents, Associations, Events organizers? What are your main objectives? • To increase guest’s satisfaction and get more positive reviews? • To increase direct sales by generating more traffic on your website? What make your hotel so special? • Understand well what is your added-value and which image of your hotel do you want to communicate (DOs vs. DON’Ts). 7
  8. 8. 1.3 DEVELOP YOUR STRATEGIC PLAN How efficient is your current social media strategy? • Who are your current followers? Potential customers, influencers? • Does your hotel fit with the content being shared? • How much time and resources are required to participate in this media? • Will this media help you make money, save money, or increase your guest’s satisfaction? If it doesn't do any of these, then it probably isn't worth your time… 8 Which social medias choosing? → Better invest in less media, but doing it right! → Facebook and Twitter: the two main media → Google+ Business Page: for visibility in organic search
  9. 9. 1.3 DEVELOP YOUR STRATEGIC PLAN 9 How to gain efficiency and save time? → Assign roles and responsibilities to each member of your team. → Use your e-mail signature to promote social media. → Use “IFTTT” to create to automatize processes. → Use “Hootsuite” to manage several accounts from a unique dashboard.
  11. 11. When? Have regular looks at new reviews received. What? → During the check-out, encourage guests with whom you built relationship to support the hotel by writing reviews. → On TripAdvisor, Yelp, CitySearch… → On OTA’s websites. How?  Unlock business owner tools on the different medias.  Create e-mails alerts for new reviews received.  Answer politely to both negative and positive reviews.  Implement a proccess with your reception team for check-out.  Find innovative ideas to make people take the time to write the review… be creative ;) 2.1 REVIEWS SITES : PERSUADE FUTURE GUESTS 11
  12. 12. When? Make guests liking the page during their stay. Publish 2-3 posts per week (better outside works hours). What? → To target leisure travelers. → Tells stories with visual contents that people will love sharing: be human, interesting and relevant! → Ask questions to generate comments and interact. → At least 80% non-selfpromotional content. How?  Merge your Fan Page with your FB Places page.  Make sure that page name and description are optimized with relevant keywords (for organic search).  Find an innovative way to make your guests liking your page during their stay.  Best content come from guests, invite them to share. 2.2 FACEBOOK PAGE : KEEP THE LINK 12
  13. 13. 2.3 TWITTER : INCREASE GUESTS’S SATISFACTION 13 When? Engage with future guests prior their arrival and offer them to tweet anything they would need during their stay. What? → Rather to target business travelers. → Short tweets (less than 100) directed toward future or in-house guests, influencial bloggers (using @) → Share links to recommend advice about the destination, news, special offers at the restaurant… be creative ;) How?  Use for example «Tweetadder» to boost your number of followers the 1st weeks, add travels bloggers.  Keep a balance in your ratio followers / followed.  Ask for twitter accounts of your future guests at the reservation confirmation or at check-in.  «Co Tweet» to engage your team to answer tweets as well.  Search for # keywords related to your destination and include them in your tweets.
  14. 14. 2.4 OTHER MEDIAS 14 Google + → Publish contents for better visibility in organic search. Google Map → Be sure that your hotel shows up! Instragram → Create and share unique photographs of your hotel. YouTube → Create and share unique videos of your hotel. SlideShare → Create and share power point presentations. Pinterest → Give to your brand a visual personality (=leisure women). LinkedIn → Reach directly professional decision-makers. Foursquare → Attract walk-in customers publishing “specials”
  15. 15. 2.5 BLOG : GUESTS SERVICE & SEO 15 When? Weekly or Monthly article that you’ll promote via social media. What? → 80% about what is going on in your destination: agenda of cultural events, new restaurants openings… → 20% about your hotel news and special offers related to the news or the season. How?  Create and manage easily a blog using WordPress.
  17. 17. 17 3.1 SPECIFIC METRICS Acquisition Audience Engagement Influence
  18. 18. Be sure that your are visible on the Internet (good SEO): • Page rank (using,, • Demographic profil targeted • Traffic origin anlyse • Visit # vs. Booking # 18 3.1 SPECIFIC METRICS: ACQUISITION
  19. 19. 3.1 SPECIFIC METRICS: AUDIENCE Be sure that you are not talking alone: • Facebook Page: # likes • Twitter: # followers • FourSquare: # check-ins • Blog: # visits • … 19
  20. 20. 3.1 SPECIFIC METRICS: ENGAGEMENT Engage the conversation with your audience: • # Repeat visitors, # pages seen, time spent onsite • Facebook Engagement Ratio = People who liked, shared, commented or clicked / People who saw your posts ("reach") • Twitter Engagement = Replies + Retweets + Mentions To be pertinent, these equations should be weighted as a comment shows more engagement than a simple “like” for example. Measure and detect which kind of content get more comments in to adapt then your strategy. 20
  21. 21. Share viral content: • The Klout Score is a number between 1-100 that represents your influence ( • Social ROI (Return On Investment): extra financial value created • RoO: Return on Objectives • RoNI: Risk on Non-Investment • Viral rate: % visitors who share to a friend x average # of invited friends x % of friends who accept the invitation = if result <1, the content is viral. 21 3.1 SPECIFIC METRICS: INFLUENCE
  22. 22. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS 22 Acquisition → Channels How many visits to my website do social medias generate compared to other sources?
  23. 23. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS 23 Social reporting Which are the most high value networks and content? How interact on-site and off-site users with your content?
  24. 24. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS 24 Social reporting → Sources & Pages Which are current networks & communities where people engage the most with your content? Which are the most shared pages of the website?
  25. 25. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS 25 Social reporting → Sources & Pages What is the impact of social referral on the overall website traffic?
  26. 26. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS 26 Social reporting → Social users flow What is the traffic volumes and user traffic patterns through your site coming from social networks?
  27. 27. 3.3 REPORTING TOOLS: HOOTSUITE 27 Facebook Page Overview (Free) Provides an overview of your Facebook Page. Includes a Snapshot overview, Daily likes and Daily Post Feedback.
  28. 28. 3.3 REPORTING TOOLS: HOOTSUITE 28 Twitter Profile Overview (Free) Provides an overview of your twitter account. Includes follower growth over time, keyword mentions and most popular Owly links.
  29. 29. 3.3 REPORTING TOOLS: HOOTSUITE 29 Click Summary (Free) View click stats for all your Twitter links. This includes total clicks per day, clicks by region and the most popular clicks.
  30. 30. 3.3 REPORTING TOOLS: KLOUT 30 Mesure and Track your impact How well is your hotel engaged with its followers? How is actually performing the content that you are sharing on social media?
  31. 31. TO KEEP IN MIND… 31 “When it comes down to it, social media isn't primarily about promoting your business or your content; it's about engaging with your community. If you don't consistently monitor and track engagement levels, you have no way of knowing whether your social media strategies are working.”* * Florie Thielin