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1. Hotels Go Social Strategy
A Short Guide
2nd Nov’17
By
Preetam Jaiswal

2. I love social simply because it sells stuff but not in a way most people think!
What may look like a boring 33 page presentation that you may feel like printing and saving for
future reading, is actually an effort to share all that I know about social…
It is not about ticking the boxes with skills that can be learnt but owning the 20 year old magic
with priceless passion.
Foreword
Preetam Jaiswal

3. Index
Introduction
Approach
Distribution
Refresh
Resources

4. Introduction

5. Imagine you were gifted a 2 seater airplane but you did not what flying was! So what would
you do? If you know how to drive a car you might figure out to use it a fancy automobile to
move around your town and go for a shopping. Gradually you may realize that the wings of the
airplane are a hindrance and trouble other cars, so you would go to the garage mechanic and
have them chopped off. And one day someone who had taken a flight came and saw the state
of the airplane and reminded you that flying was a great experience and much more fun than
driving and that wings are necessary!
Well in this presentation cum guide social media is that airplane, magazines are the car that
you are used to and wings is capacity of you to help other people see your true story and
literally fly high and be successful.
I am a reminder that’s its 2017 and the age of airplanes, please learn to fly…
Lets begin with a story

6. Why Social Media Marketing?
“Saying hello does not have an ROI, it’s about building relationships”

7. Benefits of Social Helping
 Leverage the power of Sharing economy and User Generated Content
 Guests trust their friends suggestions more than they trust brand ads
 We can create positive emotions about our businesses at scale
 We can achieve both awareness and engagement so that it naturally generates sales
 We can capitalize on our human potential and create more awareness at a lesser cost
Another small love story
Imagine you have come across a really interesting person at a party and wish to make him/her your
life partner. What will be your first move? To improve your chances you will take a social approach
that will include help of friends and doing something that your love interest is actually interested
in! You won’t go about boasting just about yourself or show off but do some research on the other
person and do something extraordinary to prove that you really care. Well if you have to be that
suitor in a party that never ends and woo every potential match to make them fall head over heels
in love with you – you are a Social Media Marketeer!

8. Approach

9. Tell me how you made that dish?
I have to master it somehow!
I need to surprise someone, will
you help?
What do I do post work in a
strange city? Any fun ideas?
Hey give me some tips on
saving my shopping dollars!
Can I Share my true feelings about
my stay at your place?
What's the story of the guy who
took awesome care of me?
“Put yourself in the guest shoes”
Identify the social need

10. Objective
INFORM/GUIDE/SHARE
While Google may have all the information , there is a definite need to organize it from utility
point of view – you are a friend and guide to your guests!
ENTERTAIN/EXCITE/TICKLE
We live in a country where Bollywood and Cricket are religions. Think where does India spends
its smart mobile JIO data and which content gets most shares? Introspect!
MOTIVATE/INSPIRE
Let genuine and inspiring stories uplift the mood of guests, like you would do for a friend in
distress, it creates connect with the brand in a personal way.
Let your content help
“Social media is about them and not us!”

11. Use growth hacks
 Share stories - Make it interesting and engaging for the audience to create a positive emotional
impact like the 15 year old HALWAI at Courtyard Mumbai
 Document Don’t Create – If you don’t have the budgets and time to do paid creative stuff , make
documentary of everyday happenings at the hotel in front or back of the house like Esther. All
you need is a passion, a good quality camera and a tripod!
 Collaborate Creativity – There will be companies and people out there who can help you in
creating quality content in exchange for your support and services. May be you have some
budding artists within your organisation! – just reach out to a channel like ixigo or TGF
 Guest Experiences – While we may have a lot of services at the hotel to offer, our guests will
appreciate if we also look around us and partner with local companies for unique experiences
like Airbnb does.
“No matter what you do, your job is to tell a story”

12. Keep it consistent
If you have just started your social media journey and are experimenting with the type of content
that would work best for you, go with the hash tags that help you differentiate and ensure that all
aspects are communicated. On Facebook use up to 3 hash tags at the maximum in the flow of the
copy including brand ( eg. #TravelBrilliantly) + Generic (#TravelDeeper) and Property (#MarriotGoa).

13. Distribution

14. Objective
If Content is King - Distribution is Queen
Paid Social Ads
Use superpower of modern day targeting to reach to the desired audience
Ride On Trends
Create content around trending topics or events & push on related platforms
Use More Channels
Think beyond Facebook & Instagram if you have something good to share
Recycle, Rinse & Repeat
Human memory is short, repost great content and adapt to the mediums
Leverage Partners and local influencers
Do a research to find who could be interested and let them know in advance
Team Advocacy
If your teams likes and shares your content it will do wonders for your reach

15. Objective
FACEBOOK ( Be like Airbnb )
A platform to write long form content and stories which are share worthy.
Facebook doesn't like out links or embedding content and is biased towards
mobile friendly creative. Its AI Chatbot Edgerank is super smart and cannot be
fooled with an army of hash tags or fake landing pages.
INSTAGRAM ( Be like Damn Delicious)
Its like an artist who appreciates quality and appeal of the images/short
videos and depends on hash tags like keywords. Its great to showcase visual
appealing content like delicious food and try boomerang or slowmo videos.
YOUTUBE ( Be like this hotel)
The second largest search engine on earth honors engaging video content like
no one else and can give you tons of relevant traffic.
Respect Channel Nativity

16. Objective
TWITTER ( Be Like McDonalds)
Imagine being a conversation leader in a cocktail party and leading every
gossip with unmatched sarcasm. Ideal only when you have a 24/7 response
SNAPCHAT ( Be like AirLingus)
Its all about geofilters and short lived stories and the most disruptive of all. It
works best with influencers in the hospitality industry.
LINKEDIN ( Follow and share Marriott updates)
After Microsoft acquired this platform and equipped it with AI, it s imply a
gold mine for brand building through team advocacy.
Learn from the Leaders

17. Refresh

18. Objective
HELP TRAVELLERS
Travellers from other cities who have booked our rooms and will also be keen
on discovering the destination and misc. local experiences
REACH OUT TO LOCAL COMMUNITY
People living in the neighbourhood who patronize us for Food & Beverage,
city events & hotel services like health club etc.
PROMOTE INTERNAL GUESTS
Our own associates who devote their time and attention to the guest needs
and find their own purpose of life in the process
From a B2C to H2H approach
“I want to bring you value, what can I do for you?”

19. Traveller
Ideas
BAR F&B ROOM EXPERIENCE ADVENTURE LOBBY HYBRID
VR
THEATRES
MICRO
MEETINGS
PERSONAL
TOUCHES
GUIDED
TOURS
BALOON
RIDES
LIVE
SHOOT
ZUMBA
CLASSES
PARTY
GAMES
COOKERY
CLASSES
EXTRA
AMENITIES
HIDDEN
JEWELS
BOAT
RIDES
MUSIC
PILLOWS
YOGA
CLASSES
WINE
SESSIONS
FOOD
TASTING
THEME
ROOMS
ENTERTAIN
MENT
SURFING
WAVES
LOCAL
ARTISANS
HOBBY
CLASSES

20. BAR F&B MISC SERVICES DINING SALES HYBRID
VR
THEATRES
CO
WORKING
LOCAL
BAKERIES
ONLINE
BOUQUETS
24/7
BAKERY
STREET
MARKETING
PROVIDE
VENUE
PARTY
SUPPLIERS
COOKERY
CLASSES
DAY USE
WORK/REST
BOUTIQUE
ONLINE
24/7
SPICES
LOCAL
CONTRACTS
YOGA
CLASSES
WINE
GIFTS
MICRO
MEETINGS
PICNIC
DELIVERIES
24/7
LAUNDRY
FAST FOOD
DELIVERIES
VENDORS &
SUPPLIERS
HOBBY
CLASSES
Community
Ideas

21. BAR F&B MISC SERVICES KITCHEN SALES HYBRID
WINE
TASTING
TEACH
GAMES
DEPARTURE
GIFTS
CHILD
CARE
COOKERY
CLASSES
VISUAL
CONTENT
MAGIC
SHOWS
TEACH
MOCKTAILS
NAPLKIN
FOLDING
MEHDI
ARTISTS
SKILL
SHARING
FOOD
VLOGS
LOCAL
GUIDES
RECEPTION
CHALLENGE
PERFORM
LIVE
TOWEL
ART
UPSELL
ROOMS
RELIGIOUS
SERVICES
UPSELL
DISHES
BLOGS N
ARTICLES
HOBBY
CLASSES
Team
Ideas

22. Examples

23. Entertain with Food
#TastyTuesday

24. Travel Guides
#TravelDeeper

25. Inspire

26. Documentary
#FromWhereIStand

27. Consistent Storytelling

28. Paid Ads
#BookNow

29. Resources

30. References
 Mad Over Marketing – Follow on Facebook for great creative ideas and examples
 Gary Vaynerchuk – Watch his keynotes on YouTube and stay in touch on Facebook
 Neil Patel – Technical Know how on how to do online marketing from SEO to Social.
 Social Media Today – For latest social media guides and updates
 Facebook Blueprint to master paid ads on its platform
“Are you marketing in the year that you actually live in?”

31. Good to Know
 In a mobile world , the creative has to be palm friendly, test before you publish.
 Vertical creative > Square Creative > Landscape on all channels except YouTube
 Its not the length of the video but the depth of the message that matters
 Facebook penalizes text on images , please keep it below 20% if sponsored
 Please have all creative duly approved specially new images and videos
 Use bitly and other URL shortening devices to customize your offer links
 Contests and events really work like magic on social, look out!
 Ask questions or stir emotions and not make statements if you need a response.
 Almost 70% of the web traffic will be on videos by 2019, are you missing something?
 If you are smart , you will work with existing and predict upcoming trends
“If content is king than context is God”