how to build a winning social media strategy for your hotel
TRANSCRIPT
Copyright © 2017 Leonardo Worldwide Corporation
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Pause, Reflect, Reset: How to Build a Winning Social Media Strategy for Your Hotel
January 19, 2016Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoGreg Bodenair, Area Marketing Manager, Kimpton Hotels of Boston & Cambridge
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Copyright © 2017 Leonardo Worldwide Corporation
Darlene RondeauVice-PresidentBest Practices, Online MerchandisingLeonardo
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@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
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Greg BodenairArea Marketing Manager,Kimpton Hotels of Boston & CambridgeVP Membership Experience, HSMAI Boston Chapter
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linkedin.com/in/gregbodenair@gregbodenair and @HSMAIBoston
Poll
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Social Media & The Travel Shopping Journey
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83%People use social
media as a source of travel
inspiration
Google, 2014
87%Travelers under 34
consult social media for travel
inspiration
TravelMedia Group, 2016
33%People who used social media to research travel changed hotels
Internet Marketing Inc., 2015
76%Travelers post
vacation photos to social
networks
Internet Marketing Inc., 2015
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31,000 Storytellers = Massive Audience
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CONSERVATIVE ESTIMATE(39% x 31,000 * 1) + (23% x 31,000 * 101) + (20% * 31,000 * 251) + (15% x 31,000 x 501) = 4,618,070 people
HIGHER ESTIMATE(39% x 31,000 * 100) + (23% x 31,000 * 250) + (20% * 31,000 * 500) + (15% x 31,000 x 501) = 8,421,150 people
Number of Friends the
“Adult Facebook User” has
Pew Research, 2014
Tim Peter, 2016
39%1-100
23%101-250
20%251-500
15%500+ 155 Average
Number of Facebook FriendsOxford University, 2016
from How Micro-Moments Are Reshaping the Travel Customer Journey
Framing Your Social Media Strategy
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Source: Think With Google
Creating a Travel Micro-Moments StrategyBe There. Identify the micro-moments for travelers that fit your business, then commit to being there to help when they happen.Be Useful. If you want to win the hearts and minds (and business) of travelers, you'll need to do more than just show up. Be relevant to the person's need in that moment. Connect them to the inspiration they're looking for and to the answers they want.
Framing Your Social Media Strategy
Source: Think With Google
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Ask yourself, and answer, this important question:What is the traveler's need(s) that you're solving for, what is their current situation or context, and how can your brand help?
Framing Your Social Media Strategy
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FOCUS ON BUILDING RELATIONSHIPS. Depth of social interaction (likes, comments, shares) vs. breadth
(follower and friend growth). If you publish valuable content, followers will increase organically.ENGAGEMENT AND CUSTOMER SERVICE ARE TOP PRIORITIES. React to what your audience likes and wants to engage with, as
opposed to what you want to push out. One way to learn what your audience likes? Discovering user-
generated content.
Social Media Mission Statement
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User-Generated Content (UGC): Content created by users (i.e. hotel guests) in the form of blogs, posts, tweets, podcasts, digital images, video, etc., often made available via social media
Social Media Content: What to Post
New Content To
Inspire
New And Expanding Audience
Authenticity AndTrust
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57 Hotel
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Content published by @asequinedlife on Instagram ask for permission to re-post re-post on Facebook page
Kimpton Nine Zero Hotel
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Set up searches for your brand’s hashtag(s), geo-location, and monitor mentions + check-ins from guests
How To Identify UGC
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Local tips, events, insider or behind-the-scenes info Holidays (traditional and wacky, in moderation)
Timely articles from credible publications Content posted by credible social influencers Tips from experts at your property—chefs,
bartenders, concierges Content posted by other hotels & restaurants in your
brand (follow them on Facebook & Instagram and scroll through your feed for inspiration)
Praise & reviews about your hotel or restaurant (“thanks for the review!”)
In Addition To UGC: Other Ideas For Content
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Social media strategy must tie back to a bigger business objective
Demonstrating ROI (Reward On Investment)
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What do you want to
achieve?
Who is your audience?
How will you measure success?
Why Organizations Avoid Focusing on Social Media ROI
Know What To Measure
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56%An inability to tie social media to
business outcomes
39%A lack of analytics, expertise and/or
resources
38%Poor tools
35%Inconsistent
analytical approaches
30%Unreliable data
Goal No. 1: Increase Social Media EngagementSocial media metrics to measure: Likes, Shares, Comments, Retweets, Mentions, Favorites
Goal No. 2: Increase Customer Acquisition on Your WebsiteSocial media metrics to measure: URL clicks and traffic from social media
Goal No. 3: Increase Brand AwarenessSocial media metrics to measure: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region
“A Comprehensive Guide to Social Media ROI” by Hootsuite, 2016
Secrets Playa Mujeres
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Objective: Target newly engaged couples, fill 2016/2017 wedding calendar
Love It, Book It, Get More Campaign
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500Contest Entries
34,000 Facebook
Impressions
20New Weddings
Booked$165,000
2016: Facebook algorithm update, preference to posts from friends + family
2016: Instagram algorithm update, preference to content you have engaged with in the past
Moving from social networks to paid media channels
Facebook Audience Network (FAN) feeds Facebook ads to other apps and mobile websites
Paid ads on social will be new norm
To Pay or Not to Pay? That Is the Question
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Facebook Business Success Story: IHG
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Instagram Business Success Story: Caesars Entertainment
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So Many Opportunities To Explore
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Questions & Discussion
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Next webinar: Content Marketing (Feb 16th, 2017)
It’s a Wrap
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Connect With Us!
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leonardo.com1.877.593.6634@darlenerondeau blog.leonardo.com
kimptonhotels.com linkedin.com/in/gregbodenair@gregbodenair and @HSMAIBoston
Greg BodenairDarlene Rondeau