This document outlines best practices for hotels in social publishing and content marketing. It discusses how ReviewPro can help hotels track and respond to social media mentions. It then provides tips on developing content for different stages of travel and different social networks like Facebook and Twitter. Specific content types and engagement strategies are suggested for each platform. The document also discusses sourcing content from guests, staff, and influencers as well as tools for planning, creating, and promoting content.

1. Best Practices in Social Publishing April 2011

2. How ReviewPro Helps You With Social Publishing 2 ReviewPro’ssocial media functionality allows you track and respond to social media mentions of your hotel as well as seamlessly integrate social media into your current online reputation management process. Directly from ReviewPro you will have the ability to: Track all conversations related to your properties/brand in Facebook and Twitter Post status updates in Facebook and Tweets in Twitter directly from ReviewPro Know the level of online influence of everyone that Tweets about your hotel with the integration of the Klout Score into our service Track your competition or events at your hotel with custom saved searches Best Practices in Social Publishing

3. Before You Start Publishing 3 “Think like a publisher, Create remarkable content Distribute it as far as possible.” - Josiah Mackenzie Best Practices in Social Publishing

4. Hotels Starting To Think Like Media Companies 4 Best Practices in Social Publishing

5. Content Is A Strategic Business Asset 5 Best Practices in Social Publishing

6. Matching Content To Each Stage of the Travel Process 6 Best Practices in Social Publishing Before trip Your job: Help with planning Best tools: Facebook, blogging, video, photos During trip Your job: Service for enjoyable, memorable travel Best tools: Twitter, mobile content After trip Your job: Get them to share online Best tools: Review sites, Flickr

7. Know Your Audience To Become An Effective Publisher 7 Best Practices in Social Publishing “A key to engaging content is put the customer first, to solve her problems and answer his questions. This requires understanding their beliefs, feelings, wants and needs.” - Keith Wiegold, the Content Marketing Institute

8. Know Your Brand Positioning, and Create A Style Guide 8 Best Practices in Social Publishing

9. 10 Things To Post To Twitter 9 Responses to questions, comments and mentions Retweeting positive feedback Retweetingother resources Recommendations Media mentions or stories about your brand Questions Contests Real-time information Personal thoughts HR and recruiting Best Practices in Social Publishing

10. Twitter: Responses 10 Best Practices in Social Publishing

11. Twitter: Retweet Positive Feedback 11 Best Practices in Social Publishing

12. Twitter: Retweet Resources 12 Best Practices in Social Publishing

13. Twitter: Recommendations 13 Best Practices in Social Publishing

14. Twitter: Contests 14 Best Practices in Social Publishing

15. Twitter: Real-time Information 15 Best Practices in Social Publishing

16. Twitter: Recruiting 16 Best Practices in Social Publishing

17. 10 Things To Post To Facebook 17 Professional photography Photos from your staff Photos from your guests and fans Curated lifestyle content New amenity announcements Staff interviews or profiles Polls and surveys Syndicated content from other networks Contests Deals and special offers Best Practices in Social Publishing

18. Facebook: Professional Photography 18 Best Practices in Social Publishing

19. Facebook: Photos From Your Staff 19 Best Practices in Social Publishing

20. Facebook: Photos From Guests and Fans 20 Best Practices in Social Publishing

21. Facebook: Curated Lifestyle Content 21 Best Practices in Social Publishing

22. Facebook: Amenity Announcements 22 Best Practices in Social Publishing

23. Facebook: Staff Profiles 23 Best Practices in Social Publishing

24. Facebook: Syndicated Content 24 Best Practices in Social Publishing

25. Practical Tips for Producing Content 25 Finding and producing content is the #1 challenge for most online publishers Overcome this challenge by: Involving others: your guests, your staff, and social publishers Build a system to source content Best Practices in Social Publishing

26. Guestsourcing Content 26 “Guestsourcing” is the practice of sourcing content from customers in the hospitality industry. “The minute we overstep in that community and try to push our message and not celebrate the message of the community our disconnects shoot up. You have to co-create and participate and honor the community.” – Wendy Clark, SVP of Marketing at Coca-Cola Use content co-creation to overcome the challenge of finding content Show contributors the benefits for them Identify your brand ambassadors, and give them special access Blend citizen journalism with editorial content Best Practices in Social Publishing

27. Blend Citizen Journalism with Professional Editorial Content 27 Best Practices in Social Publishing

28. Build A Story Sourcing System 28 Best Practices in Social Publishing

29. Organize All This With The Right Tools 29 Idea storing system Story planning process Editorial calendar Other supporting tools: http://reviewp.ro/publishingtools Best Practices in Social Publishing

30. How To Promote Your Content: Repurpose and Repost 30 Best Practices in Social Publishing Publishing has little value unless people see the content Spend half your time creating, half your time promoting (You need good content and good coverage) “Think like a DJ” – repurpose and repost

31. International Content Marketing 31 Best Practices in Social Publishing

32. Identifying Influencers 32 Best Practices in Social Publishing

33. Guest Expert: John Knowles from Roger Smith Hotel 33 Best Practices in Social Publishing

34. Guest Experts: Sam Weston and Amy Spark from Apex Hotels 34 Best Practices in Social Publishing

35. That’s All, Folks! 35 Thank you for joining us for this online seminar. If you have any questions, don’t hesitate to send them to us via Twitter: @ReviewPro @HmarketingHelp We’ll announce the winners of the free consultations via Twitter later today. Next month, we’re hosting another seminar on best practices in online reputation management. Watch our blog for details: ReviewPro.com/blog For a demo of ReviewPro, visit ReviewPro.com/demo For a free account, visit ReviewPro.com/free Best Practices in Social Publishing