Social Media - Session 1 - Second Semester

1. Ida BAILLOT
MBA International
March 2015

2. Traditional hotel marketing campaigns
= 3% engagement
Flip.to marketing campaigns
= 15% to 25 % engagement
-> Turn guests into hotel's strongest brand advocates
-> Boost brand awareness by engaging a pool of future guests
-> Encourage guest to spread the word about the selected hotel at the time of booking &
beyond.
Incentivize guests to act as brand advocates on social networks like Facebook and Twitter.
Build a strong brand connection and convert these social interactions into new bookings.

3.  ANTICIPATE : Request guest arrival times, room preferences, special needs.
 NOTIFY: Send guests room status updates by email or text message.
 RESPOND: Receive instant alerts as guest feedback is provided.

4. Today customer focus on :
The location, the experience, the value, the service and the social sharing !
AirBnB provides a high diversity in TRAVEL EXPERIENCE:
- A choice of inventory: house, apartment, castle, tree house, igloo,...
- A variety of localizations: major cities, small town, mountain, beach,...
- Alternative solutions for events
- Pre arranged transportation.
- A range of services: cleaning, wifi....

5.  Actually partnering with
influencers to co-create content:
“Our overall strategy is first
content, then community, and both
of those lead to commerce. Our
goal is giving consumers what they
want and they will in turn give
value back to us.”
 “One of our targets is the next-
generation traveler, or younger
traveler. We’re partnering with
storytellers who produce
compelling stories and we’re the

6. Travel is an expensive and emotional experience…
In this context Social Medias are powerful tools:
- Allow customers to gather trusted advices and honest feedbacks
helping in the purchasing decision.
- Enable customers to share experiences in real time, therefore Social
Medias are ideal platforms to exchange storytelling and selfies?
- Customers are savvy and expect their personal data available online
to be used for their own benefit (need of personalization)
- Customer can interact in plenty of different way with hotels (gaming,
comments, sharing photos, reward system…)

7. Benefits of social media:
- In this age, content is significant and consumers stay on websites
where conversation of people happen so for marketers, using
UGC is a good solution. UGC givesvalue and add credibility in
Brands. When skillfully integrated, UGC help hotels to grow
their following, encourage customer loyalty and ultimately
increase sales.
Risk to handle when dealing with social medias:
- The ability of users to post comments provides patform for
criticism. Key risks include loss of confidental information,
harassment and reputation damage.

8. POSITIVE FACTOR NEGATIVE FACTOR
- Learn about your customer preferences
- Increase the level of personalized
communication
- Create engagement
- Build loyalty with repeat guests
- Offer proactive service
- Anticipate needs of customers
- Drive higher revenue through the entire
guest lifecycle
- Establish a guest-centric marketing
strategy
- Guide the customer through his
experience during his stay
- Some customers may feel tracked
- Some people prefer not to share travel
experience
- Confidentiality principle is broken
- Sharing personal data can lead to legal
issues
- Can cause embarrassment
- When content is placed in the public
control, the perception can quickly
change
- Can create negative publicity