Use of Social Media for Innovative Hotel Concept


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For the SocialNomics lecture on Nyenrode I was asked to present my experience with social media for my fellow students. This, because I already have researched the capabilities and written a social media strategy / plan for a newly developed concept named Zoku (working titel)

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  • HotelsAhead, CEO Hans MeyerFocussed on Experience Design, Concept Development and BrainstormingConcept on paper with severltouchpointsFocus on: Aesthetics, Entertainment, Exploring, Escapism & SynergyBasis for Moodbord with pictures representing the touchpointsTogether with other parties, e.g. investors, designers, engineers etc build the hotel
  • Starting with a new concept named ZokuGeared to the extended business trevellers between 5 days 3 monhtsSee the world as one big metro with countries as stops.
  • Looked at what mediums helped our strategy
  • Visualize how publishing works, what is to what connected
  • Reciprocity: Will give what they receive (helpComm: When people say A they will do B as wellSocial: Act on perceptions of othersSympthaty: Will say Yes to that what they knowAuthority: People will do what authority tells them (expert)Scarcity: Attache more value to what is hard to obtain
  • Use of Social Media for Innovative Hotel Concept

    1. 1. HotelsAhead & Social Media Strategy<br />By: Oscar Persoon<br />
    2. 2. HotelsAhead<br />Tell me, I forget<br />Show me, I remember<br />Involve me, I understand<br />(Carl Orff)<br />CEO: Hans Meyer<br />
    3. 3. Activities: Experience Design / Concept Development / Brainstorming<br />
    4. 4. Based on concept pictures are found<br />
    5. 5. Which result in a concept:<br />
    6. 6. Social media<br />Based on A concept: The Global Nomads<br />
    7. 7.
    8. 8. Who is our target group?<br />Where can our target group be found on SM?<br />How does our target group use SM?<br />How can we engage with our target group?<br />What makes them CLICK?<br />Creating community? Use existing? <br />On which SM should we be active?<br />And how to communicate on every SM<br />Social Media Strategy<br />
    9. 9. Getting Attention<br />
    10. 10. How much effort for what impact<br />
    11. 11. Landscape<br />Different platforms<br />Pro’s and Con’s<br />Traffic builder?<br />SEO?<br />Communication?<br />Sharing?<br />Sending?<br />Interaction / engagement?<br />Etc.<br />
    12. 12. Social Media Strategy<br />
    13. 13. Creating Platforms: Blogs<br />
    14. 14. Linkedin<br />
    15. 15. Facebook page<br />
    16. 16. Slideshare<br />
    17. 17. Flickr<br />
    18. 18. Twitter<br />
    19. 19. Social Media Strategy<br />Not only about SM platforms<br />Think about SEO (websites)<br />User optimimalisation (Analytics)<br />Monitoring Social Media<br />
    20. 20. Where do you loose you customer: Analyze!<br />
    21. 21. Which platforms do what?<br />
    22. 22. Create director: when to post what and where?<br />
    23. 23. Social Media Strategy<br />Goal of using Social Media<br />Creating Awareness<br />Story telling<br />Sharing of information and resources<br />Engaging with the potential customer (Psychological theory)<br />Reciprocity <br />Commitment & Consistency<br />Social Proof<br />Sympathy<br />Authority<br />Scarcity<br />Co create with the target group<br />Work together with other parties (opinion leaders etc)<br />Create ambassadors<br />Create a community <br />Possibility to crowd funding<br />
    24. 24. Steps taken:<br />How user friendly is your site? <br />Website statistics<br />Statistics analysis<br />SEO<br />What do you want to achieve? (goal)<br />Social media right tool for that?<br />Claim you platforms<br />Advantages / disadvantages of platforms<br />Change within organization<br />Who is responsible<br />Target market<br />What do they know already?<br />Value proposition (story)<br />What do you want to share?<br />Budget<br />Publication scheme<br />Create a manual of social media<br />Dashboard (hootsuite)<br />Create a director<br />Are all platforms telling the same?<br />Guidelines of use SM<br />Monitor<br />Build up content and share<br />Engage<br />Create community / followers<br />Whatmakesyour target group click? Call to action<br />CreateyouKPI’stomeasureresults (ROI)<br />
    25. 25. Discussion<br />Why is it so difficult for companies (e.g. Hotels) to truly be themselves when using social media?<br />How to counter ‘lone wolfs’ expectations of customers who accidentally experienced very bad service<br />Is there actually one universal strategy / model to execute a social media campaign or policy? Doesn’t this change every day and also depends heavily on the company and its products? <br />
    26. 26. Want to know more? <br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />