8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1 http://slidepdf.com/reader/full/hebs-best-practices-2011-social-media-resolutions-1 1/23 1 Hospitality eBusiness Strategies, Inc. 6 W 48 th St, 8 th Floor New York, NY 10036 Phone: 212-752-8186 Fax: 212-202-3670 Web: www.hospitalityebusiness.com HeBS Best Practices: 2011 Social Media Marketing Resolutions
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HeBS Best Practices 2011 Social Media Resolutions 1
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8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1
Tweet with Personality. .......................................................................................................................... 11
Interact with Other Twitter Users. .......................................................................................................... 11
Generate Awareness of your Page. ........................................................................................................ 12
Monitor your Page. ................................................................................................................................. 12
Customize your Page............................................................................................................................... 13
How can you take your Social Media Strategy to the Next Level? ...................................................... 14
As we welcome 2011, it is safe to say that a presence on Facebook and Twitter with a well-developed social media
strategy in place can no longer be ignored. With the beginning of a new year, it is important to outline metrics and
goals for your social media strategy in 2011. Understanding where your social media strategy has been in 2010 isone of the first steps in determining how your strategy needs to evolve in 2011 to build a stronger connection with
fans and followers.
Before developing your strategy for the New Year, reflect on what has been successful and what has failed to make
an impact in 2010. What was your most successful social media campaign and how many fans or followers
participated? What is your main demographic of fans and followers and what posts in 2010 engaged them the
most? Like any good New Year’s resolution, it is important to understand the current story your social media
strategy is telling to properly set goals and metrics of success that will take your social media to the next level in
2011.
Get a head start. HeBS social media experts have assessed the Facebook and Twitter strategies of HeBS’ client
portfolio keeping in mind industry trends and predictions for 2011 to offer key initiatives, recommendations, and
creative ideas to help your social media strategy soar. We’ve even uncovered the top ten social media mistakes in
2010, so you can start fresh in the New Year and put your best foot forward.
From measuring social media ROI to integrating mobile into your social media strategy, there’s a lot to conquer in
2011. Explore our social media guide to 2011, and determine which New Year resolutions work best for your social
media presence.
8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1
Ask fans and followers to comment to access a special offer. You can say that the first ten fans to comment on
your post will receive a code in a direct message to take advantage of the deal. This will encourage fans to visit
your page on a specific day and interact with your page.
On a designated day each week, offer a Facebook promotion for fans and followers to be used within a specific
time frame. For example, you could offer any fan a free cupcake with their coffee if they come into your coffee
shop between 1 PM and 3 PM that day.
Incorporate engaging photos within posts. Take captivating photos of your property featuring unique amenities,
special events, or celebrity visits. Post these photos on your wall with an engaging post so that they appear in the
newsfeed. This virally promotes your property and draws fans to your page.
Incorporate Unique Offers.
Avoid solely posting packages that are available on your website. Be sure to provide unique offers to fans or
create an exclusive deal available to the first ten fans who book. Offering exclusive extras to fans and followers
creates a unique value on your page and increases page visits.
You Can:
Reveal a mystery special offer that can only to be found on Facebook or Twitter
Post Facebook Friday or Twitter Tuesday deals exclusively on your social media sites
Give Users a Reason to Visit your Page.
Encourage users to keep up with your page. Facebook users have the option to keep you in their newsfeed or click
“hide”. Analyze your posts and put yourself in the consumer’s shoes. Do you make interesting and valuable posts?Or is your information boring and non-engaging? Provide fresh and exciting content, unique offers, and engaging
posts to encourage fans to visit and interact with your page. This creates page value and encourages users to visit.
You Can:
Offer printable coupons on your Facebook or Twitter page
Provide exclusive deals or hotel packages on a private landing page that only fans or followers can access
Give details about a new hotel amenity, dish at your restaurant, or cocktail at your bar and prompt
website visitors, fans, and followers to post a suggested name for this new feature to your fan page wall
Take photos of fans at hotel events and tag them to encourage fan page visits
Regularly Post New Content. It’s very important to regularly post new content. According to Best Practices, posts should be made at least three
to five times per week. If you are unable to commit to your page, then it is important that you hire an employee or
agency that can. According to the Social Media Examiner, there’s a direct correlation between frequency of posts
and the number of fans a page acquires.
8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1
To increase awareness of your page, include buttons to your profile on your website, email templates, and other
marketing materials. This will increase page visits, grow your follower base, and broaden reach. It’s important to
continually focus on growing your follower base to spread your marketing messages and increase viral capabilities.
Monitor your Page.
Each day you should search buzz generated about your page and property. It’s important to respond to both
positive and negative buzz in order to enhance brand relationships, gain valuable feedback, and address negative
comments. Search for all versions of your property name in the Twitter search bar to see what users are saying.
@Reply users to respond to positive feedback so that your message will be viral ly promoted on your page. You canalso @reply users who retweeted your content to thank them for the retweet, build a relationship, and encourage
them to continue to retweet your marketing messages in the future. Direct messages should be used to address
negative feedback so that you minimize visibility of negative comments amongst other users. Send a direct
message to show that you recognize the issue and are working to fix it.
Tactic Example
@Reply users to encourage conversation @Shoelvr23 Oh, that’s great! Well, we are excited for
your visit and we hope that it will be a great game (asmostly all are)!
Send a Direct Message to Address Negative Feedback We’re sorry to hear that you’re upset! Check back
closer to the 2012 Super Bowl for possible availability.
We hope to see you soon!
8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1
Measurements and metrics should be organized based on exposure, engagement, and ROI/outcomes. Exposure
refers to the number of users reached, engagement measures active interactions and purchase intentions, and
ROI/outcomes can be numerically measured through financial benchmarks.
Hard Metrics
Hard metrics can include the impact on offline and online sales, market share, and leads generated. Monitoring
these measures leads to a numerical gauge for the direct impact on revenue. Hard metrics can be measured by
offering a print out coupon to fans and followers, which can be tracked after purchase. It’s recommended that
marketers create a dashboard with both soft and hard metrics to track progress.
Soft Metrics
Marketers who focus too heavily on financial returns disregard the non-financial benefits of social media, which
act as a precursor to revenue.
Qualitative effects of social media include:
Relationship building
Heightened brand awareness
Increased visibility
Sharing activity
It is important to consider how social media serves as a cost-cutter. It provides valuable insight on user
preferences, attitudes, perceptions, feelings, and behaviors that otherwise would be included in fee-based
research and development. Social networks provide a free medium to conduct polls and derive valuable consumer
behavior insight.
Social media is also a valuable resource for CRM. Hotels can use their social media platforms to gain customer
feedback and evoke two-way conversation.
Marketers can measure value based on soft metrics. The Social Influence Marketing Score (SIM) measures the
share of online consumer discussions about a particular brand and their sentiment (how much users like or dislike
the brand when discussing). Tracking these measures will help determine which types of social engagement bring
in new customers, which leads to added revenue. Marketers can also play around with different metrics to
calculate lifetime value.
Social Media enhances SEO. Search engines, like Google, process in realtime, meaning that social media posts
appear in relevant search. For example, a HeBS client showed up second on the first page of search results for the
competitive keyword, “Boston Hotel” because of the keyword mention within a tweet.
Effective social media helps drive traffic to your website. Featuring links to your website on your information tabor within posts directs traffic back to your website so that users can pursue more information and book. Including
tracking codes within links to your website allows you to track traffic generated from your social media sites so
that you can more effectively market to your fans and followers.
8/7/2019 HeBS Best Practices 2011 Social Media Resolutions 1