LondonCalling.co

The global front deskLeveraging the power of social media before,

during and beyond a simple room night

Andrew Grill - Great Hotels of the World Organisation Annual ConferenceLondon, November 2010

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Social media is just like real life!

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Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

Operations delivers.

Any gap between the two drives a conversation on the social Web.

Dave Evans http://lc.tl/gap

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Why social media?

• Two way medium

• Instant feedback

• Promotes sharing of ideas and information

• Complements everything you are currently doing

• Relatively simple to establish a presence

• Your competitors are already doing it

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Things to consider

• Social media is noisy

• Social media is demanding

• Social media is unforgiving

• Social media is not a replacement for marketing

• Social media is the best word of mouth you cannot buy

• Social media helps extend your message before, during & after a room night

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Before

• Use social media before a guest considers a stay

• Promote property offers and events & things in the area

• Find others that talk about your particular niche

• Publish property photos on more sites than just your own

• Encourage previous guests to recommend via social media

• Provide an additional channel for questions

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During

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Some great examples already

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http://chmuk.com/pics

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After

• Ask your guest’s permission to store their twitter name

• @name thank them for staying publicly – they will return the favour

• Offer an incentive to promote your property

• Make it easy for guests to promote/share/like your property

• Watch for their tweets – they may be talking to you!

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Promote your own & local events

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One to watch - Foursquarehttp://foursquare.com

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When do people visit my property?

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What should I do next?

• Claim your brand on twitter & Facebook

• Identify who is going to monitor and maintain

• Arm the team with tools to contribute also

• Put our social media credentials on your web front door

• Grab a short URL version of your brand

• Start tweeting and following

• Leverage your property presence on social media

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Monitor social media

http://lc.tl/vt

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@AndrewGrillContact via http://lc.tl/c+44 788 198 6694