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[email protected] Darlene Rondeau, VP, Best Practices, Online Merchandising, LeonardoDaniel Edward Craig, Founder, ReknownMorgan Kunse, Social Media & Marketing Community Manager, Joie de Vivre Hotels
Darlene RondeauVice-President, Best Practices, Online MerchandisingLeonardo
@darlenerondeau
Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
Daniel Edward CraigFounderReknown
@dcraig
Morgan KunseSocial Media & Marketing Community ManagerJoie de Vivre Hotels
@thesaguarops @thesaguaroaz
50%+ increase in responsiveness = ~7% occupancy growth
Speed of responses matters; within a day, raises occupancy almost 13%
Social engagement drives organizational learning and increases accountability
Social media marketing is serious business
#LeoWebinar
Daniel Edward CraigFounderReknown
@dcraig
The General Manager’s Blog
Five-star Mystery Series
Reknown
Social Media Goals1. Build awareness 2. Increase guest satisfaction3. Generate revenue
Social Media Strategies Maintain a presence on key
social networks Build and engage communities Respond to inquiries & feedback Post news, helpful information &
special offers Compel action
Take a strategic approach to social media
Like Follow Click Watch Join Bookmark
Check in Tag Book Recommend Share
Compel action
Three types of social media content
TYPE EXAMPLES MESSAGING
PAID CONTENT Display advertising
Sponsored posts and contentBoosted/promoted content
High controlLow trust
OWNED CONTENTSocial media profiles
Posts, responses, comments, imageryWebsite & blog
High controlModerate trust
EARNED CONTENTReviews & ratings
Social shares, likes and commentsMedia & blog coverage
Low controlHigh trust
PAID CONTENT
OWNED CONTENT
EARNED CONTENT
Integrate all three types of content
Compel travelers to tell their stories
Press Hotel Six-Word Contest
Insert your hotel into visual stories
Source user-generated content
Track three types of social metrics
2. SOCIAL NETWORK ANALYTICS
1. REVIEW ANALYTICS
3. WEBSITE ANALYTICS
Get ready for emerging technologies
Virtual Reality Beacons
Key Takeaways
#LeoWebinar
Never stop learning
What actions do you want to drive
Leverage different types of content
Social & smart are not mutually
exclusive
Morgan KunseSocial Media & Marketing Community ManagerJoie de Vivre Hotels
@thesaguarops @thesaguaroaz
The Saguaros’ Message/Voice: Fun-loving and never “too-cool” Non- corporate / quirky Inclusive Passionate about our region, neighborhood, and offerings Humble Respectful and Thankful
Social Storytelling
Social ChannelsInteraction
Offers
Visuals
Here & Now
Facebook4-6 Posts per week
Specials & Offers
Events
Sharing
Instagram linked
Vizlly/Sales
Interaction
Ads & Need Periods
Instagram2-5 Posts per week
Regrams
Interaction
Do not include direct sales pitches or offersAlways geo tag when possible
Include brand/relatable hashtags
Twitter
2-5 Posts per week
Engagement/Communication Platform
Linked to Instagram and Tumblr
Short & Sweet
Favorites & Retweets
When new photos are available
1-3 Posts per week
1-3 Posts per week
Other Social Channels
Getting Travelers Involved
Knowledge
Interaction
#Regrams Local Connections Offers
Getting Travelers Involved
Keeping Up
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