Social Media Marketing Cheat Sheets: Travel and Hospitality Brands

SOCIAL MEDIA MARKETING CHEAT SHEETS

TRAVEL & HOSPITALITY BRANDS

4 key use cases & how to measure them

SOCIAL MEDIA FOR BRAND BUILDING A guide for Travel & Hospitality brands

Social media platforms are great opportunities for airline and hotel companies to build brand awareness and share messaging with a wide network of fans and potential customers. Brand building through social can take many forms, but you’ll know it when you see it: whether it’s a funny tweet showing the brand’s sense of humor or a Facebook post giving a behind-the-scenes look at company initiatives, travel and hospitality brands use social platforms to show who they are and what they stand for.

How they do it:United Airlines: To further its position as an airline with excellent customer service, United uses social to

share what makes its customer service reps tick.

Delta Airlines: Trying out one of the more uncharted social media platforms, Delta shares imagery and

inspiration with its Google+ fans by highlighting the “Always Travel, Never Stop Learning” tagline that’s

part of it’s larger brand strategy. Delta’s fans are passing the message along, too!

��:V\[O^LZ[��1L[)S\L��<UP[LK�(PYSPULZ��=PYNPU�([SHU[PJ�=PYNPU�(TLYPJH��+LS[H��(TLYPJHU�(PYSPULZ

��/PS[VU�/V[LSZ��-V\Y�:LHZVUZ��>�/V[LSZ��/VSPKH`�0UU��9P[a�*HYS[VU��HUK�THU`�TVYL�

Which of the biggest travel & hospitality brands are doing this?

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Marriott: Marriott uses Pinterest to cultivate consumer perception that the brand is honeymoon and

romantic-travel friendly. Shareable sandy beach photos tend to get re-Pinned frequently on Pinterest,

increasing the chances for Marriott’s message to reach more consumers in a viral way.

Westin Hotels & Resorts:�0U�[OPZ�L_HTWSL��>LZ[PU�SPURZ�V\[�[V�[OPYK�WHY[`�IYHUK�]HSPKH[PVU�I`�JLSLIYH[PUN�H�YLJLU[�YLJVNUP[PVU�PU�;YH]LS� �3LPZ\YL�THNHaPUL·H�JOHUJL�MVY�[OL�IYHUK�[V�YLJVNUPaL�H�^LSS�WLYMVYTPUN�hotel in its network AND show that industry experts have a high opinion of the brand.

Best Practices for Social Brand Building:

��(S^H`Z�JVUZPKLY�`V\Y�IYHUK»Z�WVZP[PVUPUN�HUK� messaging (information you’re probably already

familiar with as a part of the marketing team) when

creating content for social channels. Stay on brand!

��5V[�L]LY`�WVZ[�ULLKZ�[V�IL�WYVTV[PVUHS�PU�VYKLY�[V�I\PSK�IYHUK�H^HYLULZZ·�ZVTL[PTLZ�H�NYLH[�WOV[V�or behind-the-scenes interview can convey your

position just as well.

��=PZ\HS�WSH[MVYTZ�HYL�NYLH[�WSHJLZ�MVY�OV[LSZ�HUK�airlines to shine. Try building a brand presence on

7PU[LYLZ[��0UZ[HNYHT��@V\;\IL��=PUL��L[J��HUK�SL[�consumers take a peek into your world! Sharing

photos and albums on Facebook is also a great way

to spur engagement and widen your brand’s reach.

��+VU»[�Q\Z[�[HSR!�SPZ[LU��7H`�H[[LU[PVU�[V�[OL�^H`�consumers chat about your brand online to tailor

`V\Y�TLZZHNL�[V�LHJO�H\KPLUJL�HZ�ULJLZZHY �̀�@V\Y�MHUZ�VU�.VVNSL��TH`�[HSR�HIV\[�`V\�KPɈLYLU[S`�[OHU�those who follow your boards on Pinterest, and

SPZ[LUPUN�^PSS�OLSW�`V\�YLHJO�[OLT�TVYL�LɈLJ[P]LS �̀


�� Sentiment for conversations about your brand

��7YLZLUJL�VM�YLSH[LK�positioning words and

phrases in your brand’s conversation map

��.YV^[O�V]LY�[PTL�PU�fans, followers, Likes, etc.

��Shares, RTs, +1s, Pins: are people actively

sharing the messages you put out?

��.LVNYHWOPJ�HUK�KLTVNYHWOPJ�IYLHRKVÛZ� of your followers: do they match up with

your targets?

Watch out for:Getting too promotional: while it’s ok to share sales and campaigns your company is working on, be

Z\YL�[V�\ZL�V[OLY�[`WLZ�VM�JVU[LU[�HZ�^LSS�[V�I\PSK�`V\Y�IYHUK��0UJS\KL�P[LTZ�[OH[�HYLU»[�WYVTV[PVUHS��I\[�YH[OLY�LZ[HISPZO�`V\Y�IYHUK»Z�WVZP[PVU�HZ�H�YLZV\YJL�MVY�`V\Y�PUK\Z[Y`�VUSPUL��2UV^�[OL�KPɈLYLUJL�IL[^LLU�brand building and selling.

Attracting the wrong audience:�P[»Z�LHZ`�[V�NL[�VɈ�[YHJR�JYLH[PUN�JVU[LU[�[OH[»Z�KLZPNULK�[V�¸NV�]PYHS¹��I\[�WH`�H[[LU[PVU�[V�ÔL[OLY�[OL�YPNO[�WLVWSL��`V\Y�[HYNL[�J\Z[VTLYZ��HYL�ZOHYPUN�P[��0M�`V\»YL�H�S\_\Y`�OV[LS�brand whose posts are only getting a reaction from teens, consider tweaking your content to appeal more

to your target demographic: wealthier, older individuals.


KEY PERFORMANCE INDICATORS

SOCIAL MEDIA FOR CRISIS MANAGEMENT A guide for Travel & Hospitality brands

When a crisis about your brand pops up, whether it starts on social media or is simply being discussed there, it’s important to handle the issue gracefully, and in a timely manner. A quick and well thought-out response on social platforms can make the KPɈLYLUJL�IL[^LLU�H�[PU`�ISPW�VU�`V\Y�IYHUK»Z�YHKHY�HUK�H�THQVY�PTWHJ[�VU�IYHUK�health—AND sales. Social media is an important channel to monitor and manage during a crisis, and watch out—it moves fast!

How they do it:Southwest Air�YLZWVUKZ�[V�HUNY`�PUÅ\LUJLYZ�SPRL�KPYLJ[VY�2L]PU�:TP[O��ÔV�[^LL[LK�HIV\[�ILPUN�LQLJ[LK�MYVT�H�:V\[O^LZ[�(PY�ÅPNO[��^P[O�H�X\PJR�MVSSV^�\W��HWVSVNPLZ��HUK�L_WSHPUPUN�ÔH[�[OL�IYHUK�OHK�WSHUULK�to resolve the issue. Bonus points to Southwest for escalating the issue to their VP of Customer Relations

and communicating their response both to Smith directly AND to the general public with this tweet!

��(TLYPJHU�(PYSPULZ��+LS[H��:V\[O^LZ[��=PYNPU�([SHU[PJ��HUK�THU`�TVYL�


Find real-time insights to support your brand during a crisis ubervu.com | 1.800.286.1624

Virgin Atlantic�VɈLYLK�H�MYLL��SHZ[�TPU\[L�JOHY[LY�ÅPNO[�MYVT�3VUKVU�[V�5L^�@VYR�[V�HJJVTTVKH[L�WHZZLUNLYZ�ÔV»K�ILLU�Z[YHUKLK�MVY�KH`Z�HYV\UK�[OL�*OYPZ[THZ�OVSPKH �̀�WYVTV[PUN�[OL�ÅPNO[�]PH�;^P[[LY�HUK�-HJLIVVR��*VTIH[PUN�ULNH[P]L�JOH[[LY�HIV\[�WYL]PV\Z�JHUJLSSLK�ÅPNO[Z�HUK�NHPUPUN�H�SV[�VM�WVZP[P]L�impressions in the process, Virgin handled the crisis gracefully and came out with a win.

Find real-time insights to support your brand during a crisis ubervu.com | 1.800.286.1624

Best Practices for Social Crisis Management:��9LZWVUK�X\PJRS`�HUK�HJRUV^SLKNL�[OL�KPZJ\ZZPVU·PNUVYPUN�P[�^PSS�VUS`�SL[�[OL�ZP[\H[PVU�NL[�V\[�VM�OHUK��

making it that much harder to manage later.

��0M�[OL�JYPZPZ�^HZ�PUP[PH[LK�I`�H�ZVJPHS�TLKPH�ZWLJPÄJ�ZSPW�\W��[HRL�Z[LWZ�[V�JVYYLJ[�[OL�TPZ[HRL��HWVSVNPaL��HUK�YLTV]L�[OL�VɈLUKPUN�WVZ[�HM[LY�L_WSHPUPUN�[OL�HJ[PVUZ�`V\»YL�[HRPUN��+VU»[�[Y`�[V�W\SS�[OL�^VVS�V]LY�JVUZ\TLYZ»�L`LZ��I\[�KVU»[�SLH]L�`V\Y�IYHUK�L_WVZLK�[V�HU`�TVYL�JYP[PJPZT��HUK�ZJYLLUZOV[Z��[OHU�PZ�absolutely necessary.

��0M�HUV[OLY�KLWHY[TLU[�VY�LTWSV`LL�KLZLY]LZ�[OL�ISHTL�MVY�[OL�JYPZPZ��KVU»[�[OYV^�[OLT�\UKLY�[OL�I\Z��Get the story as quickly as possible, and work with your Communications or PR team to come up with

language you can use to guide the conversation on social platforms.

��/H]L�H�WSHU��;OL�ILZ[�^H`�[V�YLZVS]L�H�JYPZPZ�X\PJRS`�HUK�LɉJPLU[S`�PZ�[V�WSHU�HOLHK�ZV�L]LY`VUL�VU�[OL�team knows what to do if something does happen.

��Sentiment recovery for conversations

about your brand—how quickly does the

sentiment around your brand return to

normal levels after a crisis?

��7LYJLU[HNL�VM�`V\Y�IYHUK»Z�conversation

map or word cloud related to the crisis—

is this decreasing to a manageable level?

�� Engagement on crisis-resolution posts:

JVTTLU[Z��ZOHYLZ��3PRLZ��9;Z��Z��L[J�

Watch out for:��;YVSSZ!�ZVTL�WLVWSL�^PSS�JYLH[L�TLHUPUNM\S�JVU]LYZH[PVU�HIV\[�[OL�PZZ\L��I\[�V[OLYZ�^PSS�Q\TW�VU�[OL�[YHZO�[HSRPUN�IHUK^HNVU�Q\Z[�MVY�M\U��+VU»[�^HZ[L�`V\Y�[PTL�[Y`PUN�[V�LUNHNL�[OL�[YVSSZ�

��:OPM[PUN�[OL�ISHTL�VY�Q\Z[�WSHPU�THRPUN�P[�\W! when in doubt, check in with your company’s

*VTT\UPJH[PVUZ�79�[LHT�ILMVYL�VɈLYPUN�HU`�L_WSHUH[PVU�VM�ÔH[�JH\ZLK�[OL�WYVISLT��+VU»[�WSH`�[OL�blame game.

��-VSSV^�\W!�VUJL�`V\»]L�HKKYLZZLK�HU�PZZ\L��KVU»[�Q\Z[�SL[�P[�SPL��2LLW�MVSSV^PUN�[OL�JVU]LYZH[PVU�HIV\[�the crisis and comments on your brand posts across social channels—many will need additional

response, so be vigilant about addressing concerns and criticisms.


SOCIAL MEDIA FOR CUSTOMER SERVICE A guide for Travel & Hospitality brands

Perhaps more than with any other industry, social networks are the places many travelers go to share feedback on their experiences and ask for help from brands when they have a problem. The traditional principles of customer service apply here, but instead of handling them over the phone, you’ll be responding to tweets, commenting on Yelp reviews, and often escalating the issue to email or another medium to fully resolve it.

How they do it:American Airlines: American Airlines answers customer complaints from their primary Twitter handle, opting

to take the conversation quickly to DM in order to resolve issues away from the eyes of their many followers.

��(TLYPJHU�(PYSPULZ��1L[)S\L��<:�(PY^H`Z��<UP[LK��=PYNPU�([SHU[PJ

��/PS[VU��/VSPKH`�0UU��4HYYPV[[��>LZ[PU��9HKPZZVU��0U[LYJVU[PULU[HS�/V[LSZ�.YV\W��HUK�TVYL�


-PUK�YLHS�[PTL�PUZPNO[Z�[V�THRL�`V\Y�ZVJPHS�YLZWVUZLZ�L]LU�TVYL�LɈLJ[P]L��ubervu.com | 1.800.286.1624

JetBlue:�1L[)S\L�L]LU�VW[Z�[V�YLZWVUK�[V�JVTWSHPU[Z�[OH[�HYLU»[�H�KPYLJ[�YLX\LZ[�MVY�OLSW��-VSSV^PUN�[OPZ�HUNY`�[^LL[��[OL`�\ZLK�[OLPY�WYPTHY`�;^P[[LY�OHUKSL�[V�HJRUV^SLKNL�[OL�PZZ\L��HWVSVNPaL��HUK�VɈLY�L_[YH�help via telephone where necessary.

/PS[VU�/V[LSZ�L]LU�OHZ�H�KLKPJH[LK�Z\WWVY[�OHUKSL�VU�;^P[[LY��9H[OLY�[OHU�HKKYLZZPUN�J\Z[VTLY� complaints on the same page they use to share

new marketing initiatives and respond to fan

comments, they’ve opted to sound the customer

service side of their social into a separate account,

making sure complaints to both @hiltonhotels and

@hiltonhelp get addressed. Typically after a tweet

VY�+4��[OL�J\Z[VTLY�ZLY]PJL�YLWZ�H[�/PS[VU�[Y`�[V�[HRL�[OL�JVU]LYZH[PVU�VɊPUL�[V�WOVUL��LTHPS��VY�route it directly to the hotel in question.

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Best Practices for Social Customer Service:��(KKYLZZ�JVTWSHPU[Z�X\PJRS`!�keep a relatively constant eye on mentions of your brand (both directly

HUK�PUKPYLJ[S`�HKKYLZZLK�[V�`V\��HJYVZZ�[OL�ZVJPHS�^LI��<ZL�ZVJPHS�TLKPH�TVUP[VYPUN�ZLY]PJLZ�[OH[�HSSV^�you to tag and assign issues to team members if more than one person handles the responses.

��2UV^�`V\Y�J\Z[VTLYZ!�SVVR�MVY�JVU[L_[�JS\LZ�VY�ÄUK�[OLT�PU�`V\Y�*94�Z`Z[LT�ILMVYL�YLZWVUKPUN�[V�ensure the best possible resolution.

��9LZWLJ[�[OL�N\LZ[»Z�WYP]HJ`�HUK�WYV[LJ[�`V\Y�IYHUK!�when it makes sense, take the conversation to DM,

email, or phone to fully resolve the issue.

��Sentiment for conversations about your brand

��Number of mentions of your brand vs.

number of replies you made

��9LZWVUZL�[PTL (ideally, this should be

TPU\[LZ�VY�OV\YZ·56;�KH`Z��

Watch out for:��;YVSSZ!�ZVTL�WLVWSL�HYL�VUSPUL�Q\Z[�[V�JVTWSHPU��HUK�L]LU�Ä_PUN�[OLPY�WYVISLT�^VU»[�THRL�[OLT�OHWW �̀�+V�`V\Y�ILZ[�[V�Ä_�[OL�PZZ\L�VY�JVUULJ[�[OLT�^P[O�ZVTLVUL�ÔV�JHU��I\[�KVU»[�Z[YLZZ�V\[�PM�[OL`�JVU[PU\L�[V�ISHZ[�`V\Y�IYHUK�^P[O�PUZ\S[Z·TV]L�VU�HUK�MVJ\Z�`V\Y�LɈVY[Z�VU�ZVTLVUL�ÔV»SS�HWWYLJPH[L�[OLT�

��;OL�TLKP\T!�7H`�JSVZL�H[[LU[PVU�[V�OV^�HUK�ÔLYL�`V\�HKKYLZZ�ZVTLVUL»Z�JVTWSHPU[��0[»Z�NYLH[�[V�YLZVS]L�HU�PZZ\L�W\ISPJS �̀�I\[�JVUZPKLY�ÔL[OLY�[OL �̀�VY�`V\Y�79�[LHT��^V\SK�^HU[�L]LY`�KL[HPS�W\ISPJPaLK�VU�;^P[[LY��Q\Z[�H�9;�H^H`�MYVT�PUMHT`��2UV^�ÔLU�P[�THRLZ�ZLUZL�[V�LZJHSH[L�`V\Y�YLZWVUZL�[V�+4��email, or a quick phone call and use public social posts to refer them there if you need to.

��:VJPHS�PUÅ\LUJLYZ�ÔV�JVTWSHPU!�0[�JHU�IL�HSHYTPUN�ÔLU�ZVTLVUL�^P[O�[OV\ZHUKZ�VY�TPSSPVUZ�VM� followers says something negative about your brand, but use them to your advantage by doing a stellar job

VM�YLZVS]PUN�[OLPY�WYVISLT��;OL`»SS�VM[LU�YL^HYK�`V\Y�LɈVY[Z�^P[O�H�W\ISPJ�¸[OHUR�`V\¹�VY�JVTTLUKH[PVU��NP]PUN�JYLKP[�ÔLYL�JYLKP[»Z�K\L·HUK�`V\»SS�IL�[OL�OLYV�ÔV�OLSWLK�[\YU�H�OH[LY�PU[V�H�MHU�


SOCIAL MEDIA FOR REAL-TIME MARKETING A guide for Travel & Hospitality brands

Real-time marketing is about recognizing an opportunity and responding to it. There are two types within social media: content-based and conversation-based. Content-based involves creating content—video, images, etc.—to interject into trending conversations. Conversation-based is essentially real-time engagement; it’s about listening and reacting to current conversations. Both types of real-time marketing revolve around delivering the right message, to the right audience, at the right time.

How they do it:Delta: Delta uses content-based real-time marketing to join trending conversations. The airline participated

in the social chatter surrounding the birth of the royal baby by posting this image on Facebook and Twitter

shortly after the birth was announced.

��+LS[H��=PYNPU�([SHU[PJ��=PYNPU�/VSPKH`Z��:V\[O^LZ[��(TLYPJHU�(PYSPULZ


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0U�1\S`�VM��[OL�THQVYP[`�VM�[OL�<:�^HZ�L_WLYPLUJPUN�H�THZZP]L�OLH[�^H]L�HUK�WLVWSL�[VVR�[V�ZVJPHS�[V�complain. Delta took advantage of the hot topic and promoted a “cool down” getaway to Iceland.


Virgin Atlantic: The airline traveled to several cities and utilized conversation-based real-time marketing

I`�SPZ[LUPUN�[V�P[Z�;^P[[LY�MVSSV^LYZ�[V�ÄUK�[OVZL�ÔV�^LYL�OH]PUN�H�YV\NO�KH`�HUK�Z\YWYPZLK�[OLT�^P[O�L]LY`[OPUN�MYVT�J\WJHRLZ�[V�JVɈLL�[V�MYLL�YPKLZ�[V�^VYR��

Virgin Holidays:�4PU\[LZ�HM[LY�ZHTL�ZL_�THYYPHNL�ILJHTL�SLNHS�PU�[OL�<2��=PYNPU�/VSPKH`Z�\[PSPaLK�content-based real-time marketing by posting this image on Twitter—joining in on the conversation and

promoting travel at the same time.

��3PRLZ��*VTTLU[Z��Z��7PUZ! are people engaging with and talking about your YLHS�[PTL�LɈVY[Z&

��:OHYLZ��9;Z��YLWPUZ: are you increasing your YLHJO�I`�JYLH[PUN�ZOHYHISL�JVU[LU[&

��Increased social following: are you gaining H�UL^�H\KPLUJL&�+V�WLVWSL�^HU[�[V�OLHY� TVYL�MYVT�`V\&

Watch out for:��-VYJPUN�0[��Only choose opportunities that are relevant to your brand and your audience.

��4PZZPUN�[OL�IVH[! Make sure the opportunity is still timely before you join in.

��.VPUN�VɈ�IYHUK��(SS�JVU[LU[�HUK�JVU]LYZH[PVUZ�ZOV\SK�HSPNU�^P[O�`V\Y�LZ[HISPZOLK�IYHUK�WVZP[PVU�HUK�]VPJL�

��/P[[PUN�[OL�^YVUN�[VUL��Monitor the conversation to ensure you know the overall sentiment so your content is appropriate for the situation and audience.



)LZ[�7YHJ[PJLZ�MVY�:VJPHS�9LHS�;PTL�4HYRL[PUN!��3VVR�MVY�[OL�ILZ[�VWWVY[\UP[PLZ��4HRL�Z\YL�[OLYL�PZ�H�WV[LU[PHS�MVY�`V\Y�[HYNL[�H\KPLUJL�[V�IL�WYLZLU[�HUK�

participating.

��7PJR�[OL�YPNO[�WSH[MVYTZ��0KLU[PM`�ÔLYL�JVU]LYZH[PVUZ�YLSL]HU[�[V�`V\Y�IYHUK�HYL�[HRPUN�WSHJL��

��(PT�[V�JYLH[L�JVU[LU[�[OH[�YLHJ[Z�[V�[OL�JVU]LYZH[PVU�HYV\UK�[OL�L]LU[�HUK�UV[�Q\Z[�[OL�L]LU[�P[ZLSM�

��4VUP[VY�ZVJPHS�JVU]LYZH[PVUZ�HYV\UK�`V\Y�IYHUK��JVTWL[P[VYZ�HUK�`V\Y�PUK\Z[Y`�[V�ÄUK�VWWVY[\UP[PLZ�[V�HJ[�

��4HRL�Z\YL�`V\Y�YLHS�[PTL�JVU[LU[�PZ�IYHUKLK·PUJS\KL�`V\Y�SVNV�VY�HU`[OPUN�[OH[»Z�PKLU[PÄHISL�ZV�[OL�content is easily associated with your brand.

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• Be alerted of any real-time spikes in mentions, sentiment, activity and other important metrics

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