Mais conteúdo relacionado Semelhante a How To Leverage Social Media for Hotels (20) How To Leverage Social Media for Hotels1. © Are Morch - Hotel Advisor and Social Media Strategist 1
2. Introduction ...........................................................................................................4
Social Media .........................................................................................................5
What is Social Media?.......................................................................................5
What is Hospitality?...........................................................................................6
Why Social Media?............................................................................................6
Social Cloud Management....................................................................................7
Project Collaboration Tools ...............................................................................8
Consumer Interaction ........................................................................................8
Circle of Influence..............................................................................................8
Virtual Assistant.................................................................................................9
Premier Hotel Experience .....................................................................................9
What is customer experience? ..........................................................................9
Empowerment ...................................................................................................9
Why empowerment? .......................................................................................10
Crowd sourcing ...............................................................................................10
Why crowd sourcing? ......................................................................................10
Hotel Boundaries ................................................................................................11
Identify common fears .....................................................................................11
Define your vision ...............................................................................................11
Capabilities......................................................................................................12
SMILE .................................................................................................................12
Why SMILE? ...................................................................................................13
Rinse / Repeat.................................................................................................14
Outcome .............................................................................................................14
Social Media Outcome ....................................................................................14
Customer Loyalty ................................................................................................15
Customer Loyalty and Segmentation ..............................................................16
Customer Loyalty SMILE.................................................................................17
Why Customer Loyalty? ..................................................................................17
Customer loyalty with game excellence ..........................................................18
Social Media Strategy .........................................................................................18
Why Social Media Strategy? ...........................................................................18
Where to start with Social Media .....................................................................19
Developing the Social Media Strategy.............................................................21
Social Media Guidelines..................................................................................22
Celebrate Social Influence ..............................................................................23
Social Media Response...................................................................................23
Customer Relationship Management (CRM) ......................................................25
FTC .................................................................................................................25
Social Networks...............................................................................................26
Social Media Facts and Statistics....................................................................26
Listening Outposts...........................................................................................27
Blog.....................................................................................................................28
Why have a Hotel blog? ..................................................................................28
Facebook ............................................................................................................31
© Are Morch - Hotel Advisor and Social Media Strategist 2
3. Facebook Fan Page ........................................................................................32
Local Business or Place Page.........................................................................33
Company, Organization or Institution Page.....................................................35
Brand or Product .............................................................................................37
Artist, Band or Public Figure............................................................................38
Entertainment ..................................................................................................39
Cause or Community.......................................................................................40
Facebook Etiquette .........................................................................................41
Facebook Places.............................................................................................42
Twitter .................................................................................................................43
Individual Tweets.............................................................................................44
Designated Tweets..........................................................................................44
Twitter Basics ..................................................................................................44
Twitter Customer Service ................................................................................45
Twitter Etiquette ..............................................................................................47
Short Urls............................................................................................................48
#hashtags........................................................................................................49
LinkedIn ..............................................................................................................50
LinkedIn Company Profile ...............................................................................50
LinkedIn Answers ............................................................................................52
LinkedIn Groups ..............................................................................................53
YouTube .............................................................................................................54
YouTube ‘How To’ Videos ...............................................................................55
FourSquare .........................................................................................................55
FourSquare for Brick and Mortar .....................................................................56
FourSquare Gaming Element..........................................................................56
Foursquare Add Venue.......................................................................................57
FourSquare Specials.......................................................................................58
Social Hotels done right ......................................................................................58
Help! The Social Network Is Down......................................................................59
Down Time Reasons .......................................................................................59
Hotel Strategies group on LinkedIn.....................................................................60
Workshop COMPASS.........................................................................................61
Recommended Recourses .................................................................................62
Hire Me! ..............................................................................................................66
Connect ..............................................................................................................67
© Are Morch - Hotel Advisor and Social Media Strategist 3
4. Introduction
Social Media is starting to make an impact on the Hotel Industry. New trends
and markets are ready to be captured. Hotels are now changing to Social
Hospitality.
Our customer needs and wants is changing and adapting to Social Media. Their
interactions with our brand are done through Social Media. Traveler’s is blogging
about all their experiences. Customers tweet customer service related questions.
Our partners and clients post updates on Facebook. Employees and Hotel
Students find answers through LinkedIn.
Social Media authorities provide tremendous marketing value by providing a
Youtube presentation of our product and service.
iPads is becoming an amenity for our customers.
We need to be part of Social Hospitality. Starting by defining our new vision,
values and how we will meet these new trends and market. We know what we
are capable of deliver. Now we need to adapt and change our service.
I have in this mini workshop provided you with tips and advices that will help you
take back control of your product and service.
Enjoy it, and be a true servant of Social Hospitality – share it with your
employees, managers, owners, partners and yes… customers.
© Are Morch - Hotel Advisor and Social Media Strategist 4
5. Social Media
What is Social Media?
Social media are media for social interaction, using highly accessible and
scalable publishing techniques. Social media use web-based technologies to
transform and broadcast media monologues into social media dialogues.
One of the key components in successful social media marketing implementation
is building "social authority". Social authority is developed when an individual or
organization establishes themselves as an "expert" in their given field or area,
thereby becoming an "influencer" in that field or area.
It is through this process of "building social authority" that social media becomes
effective. That is why one of the foundational concepts in social media has
become that you cannot completely control your message through social media
but rather you can simply begin to participate in the "conversation" in the hopes
that you can become a relevant influence in that conversation.
The key elements to Social Media are;
Listening
Relationship building
Trust building
Providing value
Support
Ask
© Are Morch - Hotel Advisor and Social Media Strategist 5
6. What is Hospitality?
Hospitality is the relationship between guest and host, or the act or practice of
being hospitable. Specifically, this includes the reception and entertainment of
guests, visitors, or strangers, resorts, membership clubs, conventions,
attractions, special events, and other services for travelers and tourists.
Why Social Media?
Social Media is not meant to replace traditional Hotel Services it is just adding
another value that will help improve these services. The Basics for the Hotel
Industry is still to deliver premier services providing customers with the product
and service they really want and need.
Social Media is not either a magic wand that will turn around your images just
because you implement it together with traditional services.
Many Hotels and Small businesses will still do ok without Social Media. Internet
and Social Media is still young, and will evolve with time. Some of yesterdays
Social Networks is already gone, some of today’s Social Networks might
disappear. New Social Media tools pops up faster then we can capture it.
The important part about Social Media is to learn the principles and find the right
tools for your Hotel or Small business.
In this report I have put focus on turning your consumers into raving advocates
for your brand. I have added two elements that are beneficial when introducing
Social Media into your brand. These elements are crowd sourcing and
empowerment.
© Are Morch - Hotel Advisor and Social Media Strategist 6
7. With these elements you can turn your brands image around, and start develop
raving advocates for your brand. You adapt and change to new trends, and
attract new markets. This will also help you to meet seasonal challenges. Plus
you will develop a larger base of return customers.
Social Cloud Management
Cloud Management is the principle of manages shared resources with everyone
that is involved in a specified project.
Project Collaboration is the future of Social Media projects. You will have to
opportunity to dip into a pool of high quality information.
© Are Morch - Hotel Advisor and Social Media Strategist 7
8. Project Collaboration Tools
Collaboration is the process where two or more people or organizations work
together to realize shared goals. Social Media brings new aspects to prepare our
products and services for the consumers.
Here are some great tools that I use for Project Collaboration
Google Docs - create and share documents, spreadsheets, presentation
and project calendars
Flickr Groups Flickr Groups – create and share photos with project group
Evernote – capture and share ideas through your desktop, mobile or
Tablet
Vimeo – product info during initiation phase
Dropbox – details of client projects
GotoWebinar – for training, coaching, seminars, ad hoc info and follow ups
Consumer Interaction
Cloud Management allows your consumers to interact with ongoing projects in
new and creative ways. This gives you the opportunity to discover your
consumers needs and wants during the initiation phase. </p>
Circle of Influence
You will create a circle influence during project development. New input channels
will be available for no additional cost. Be willing to share valuable content, and
your project will then have a great opportunity to go viral when you release it.
© Are Morch - Hotel Advisor and Social Media Strategist 8
9. Virtual Assistant
You can also outsource elements of your project to a Virtual Assistant. This can
be very cost efficient and help you with free up some of your time.
Premier Hotel Experience
What is customer experience?
Customer experience is the sum of all experiences a customer has with a
supplier of goods or services, over the duration of their relationship with that
supplier. It can also be used to mean an individual experience over one
transaction; the distinction is usually clear in context.
Empowerment
Empowerment refers to increasing the spiritual, political, social, or economic
strength of individuals and communities. It often involves the empowered
developing confidence in their capacities.
Social Media allows employees to be involved in their work environment in ways
that has is very creative and motivating.
Happy employees equal premier experiences both for the Hotel and the
customer.
Catch your employees doing something right by utilizing social media. Being
proactive will make your Hotel shine.
© Are Morch - Hotel Advisor and Social Media Strategist 9
10. Why empowerment?
Involve your employees in development of your product and service. Promote
their Social Media profiles through various Social Networks. Let your employees
have an impact on your product of service
Crowd sourcing
Crowd sourcing is the act of outsourcing tasks, traditionally performed by an
employee or contractor, to a large group of people or community (a crowd),
through an open call.
Involve your customer in your process when you change and adapt to Social
Media.
Why crowd sourcing?
With Social Media you have some new unique tools available that will allow
you’re to solicit input directly from your customers. Discover what your customers
really want, and adjust your vision accordantly. Ideas and suggestion can be
obtained in a new creative way. Develop your Hotel Idea Wall, and allow your
customers and employees to elaborate on ideas that will add value both for the
customer and the product and service you provide.
© Are Morch - Hotel Advisor and Social Media Strategist 10
11. Hotel Boundaries
Identify common fears
Changes always bring up various kinds of fears among all parts involved in the
process. It is crucial to address these fears else rumors will take control. And
once rumors take control you are out of control.
Common fears:
Time – it will occupy too much of our time
Control – there is no control of the conversation
Privacy – customer trust in ability to keep anonymity
Demographics – our location is just not out there
Critique – open hotel for more critique from customers
Change – Social Media represent something new and unknown
Distractions – employees occupied on Social Media
Branding – hurt image/brand
Security – lack of security on Social Media
Cost – unexpected/unplanned costs involved
Technology – we don’t have the proper technology or skills involved
Failure – what if it don’t work
Startup – we don’t know where to start
Define your vision
Know where you have been yesterday, know where you are today and then start
define your window of opportunity for tomorrow.
© Are Morch - Hotel Advisor and Social Media Strategist 11
12. Capabilities
What kind of services are you capable of delivering?
If you work at a hotel where it is no ocean within miles then you are not capable
of delivering a room with ocean view. Familiarizing yourself with some hotels that
provide this service you is capable of doing. This way you can provide service to
your customer and offer to check some of your references out for them. And ask
your customer if they want you to request a courtesy hold if there are available
rooms.
If your customer has forgot their shirt at home, and is about to attend a business
meeting providing your customer with a shirt is a service you are capable of.
Some of these examples are not within the traditional services most hotels offer.
If you add a little creativity into your vision then you can turn challenges into
opportunities. Going that extra mile for your customer creates raving advocates.
Stop focus on the limitations and start take advantage of the opportunities. The
real power of Social Media is word of mouth – and if this goes viral your efforts
will pay you back over and over again.
SMILE
One of the most powerful and basic customer service elements in Hotels is to
SMILE.
© Are Morch - Hotel Advisor and Social Media Strategist 12
13. Why SMILE?
Crowd sourcing and empowerment is also important element of Team building.
You want all parts of your Team to pull in the same direction. When you change
and adapt you want to do this together with your Team.
Problems are often a result of elements in the process that is out of control. If you
focus on the element in the process and not the problem then it will take less
effort to get the process back on track again.
SMILE will allow you to focus on the process.
S – Specific – Make sure you are specific on your expectations regarding Social
Media, and that this is within your Hotels vision. Social Media can assist you in
providing premier customer experiences. Know your hotels window of opportunity
and what you are capable of deliver.
M – Measurable – Creating listening outposts will create valuable control
systems. Collect data of where and when your hotel is mentioned, and who is
mentioning the hotel. Track your traffic from Social Media.
I – Idea – Involve your employees. Create a Hotel Idea Wall for how to utilize and
improve the Hotels usage of Social Media. Let your employees have Social
Media channels and provide their profiles on Hotel website/blog.
L – Learning – Implementing Social Media is a learning process – be willing to
experiment, take risks. Develop an internal training program together with your
employees. It is also ok to take in outside resource that will set up a coaching
program.
E – Evaluate – Have a continuous evaluation process that allows your hotel to
adapt and change when needed.
© Are Morch - Hotel Advisor and Social Media Strategist 13
14. Rinse / Repeat
Creating premier customer experiences will be a continuing process that will
change and adapt. Improvements will appear when you allow yourself to rinse
and repeat.
Outcome
Define outcomes you expect when implementing Social Media into your hotel.
Social Media Outcome
Changed attitudes
Fun time
Pay It Forward
Be present
New Ideas
Increased Happiness
Consumer Loyalty
Change image of hotel
Increase RevPAR
Cost efficient
New market segments
Trendsetter
Market leader
Loyal and happy employees
© Are Morch - Hotel Advisor and Social Media Strategist 14
15. Improved reward programs
Satisfied owners/partners
New technology
New skills
Raving advocates
Improved customer experience
Improved communication
Relationship / Trust
Increased return customer base
Higher frequent customer referrals
Care Support Team
Community Builder
Environment
New opportunities
Brand recognitions
Brand Equity
Extended service areas
Compatible service areas
Social Hospitality Authority
New gigs – events – key notes
Arena for events – conferences
Customer Loyalty
Customer Loyalty or Raving Advocates is the ultimate outcome of premier
customer experiences.
© Are Morch - Hotel Advisor and Social Media Strategist 15
16. Building great relationships, developing trust and providing value that meets your
customers needs and wants your Hotel will reach this outcome. Loyal customer
will offer you a competitive strong advantage. It is more cost efficient to get
repeat business from your loyal customers than to find new customers. Loyal
customer will also bring in new customers.
Social Media is a channel that allows Hotels to further strengthens core values.
Empowerment and crowd sourcing will take your Hotels product and service to a
new level. New trends and market segments bring with it new expectations.
Social Media allows you to have listening outposts to capture on the information
that triggers your customers.
Customer Loyalty and Segmentation
Identify your Window Of Opportunity;
What types of services are we capable of deliver?
What is our product?
What systems do we have in place to reach our customer today?
In which areas can we NOT change our product and service – be honest
and truthful
In which areas can we change our product and service
To identify Customer Loyalty your Hotel have to start out with the basics;
Who are your customers?
What are they like?
Where can I find new customers?
Which communication channels should our Hotel use to connect with
them?
© Are Morch - Hotel Advisor and Social Media Strategist 16
17. Deliver One Percentage extra;
Give all parts involved more then their expectations
Give back to your community
Start a goodwill program
Customer Loyalty is adding to Loyalty or Reward programs that are already well
implemented into Hotels. Social Media and New Media bring new elements that
add value to Loyalty or Reward programs.
iPhone and iPad applications are new ways to reach out to your Hotel customers.
Customer Loyalty SMILE
Use the SMILE strategy to connect these elements together into your Social
Media strategy.
Why Customer Loyalty?
Customer Loyalty effects human behavior and emotions. This is where you
engage your customer’s hart and mind.
© Are Morch - Hotel Advisor and Social Media Strategist 17
18. Effects of Customer Loyalty;
Pricing – you negotiate cost with loyal customers
Payment – loyal customers pay on time
Referrals – loyal customers willingly provides referrals
Turnover – turn over rate among loyal customer is less then 5% due to
reasons out of your control
Competition – loyal customer will share competitive date
Perception – loyal customer perceive you as a partner
Contract – you have a virtual life time contract with your loyal customers
Difficult times – loyal customer will stand by you in difficult times
Triggers – loyal customers share their trigger points
Involvement – loyal customer get involved in a positive development of
your brand
Givers – loyal customers are givers not takers
Customer loyalty with game excellence
We all can play an excellent game once in while, but game excellence represent
constancy. The same is true with service. Delivering service excellence on a
consistent basis is what will create customer loyalty.
Social Media Strategy
One of the elements that are required when you implement Social Media into
your Hotel is to have a Social Media Strategy.
Why Social Media Strategy?
The most important question you have to ask yourself regarding your product or
service is;
© Are Morch - Hotel Advisor and Social Media Strategist 18
19. Are my customers likely to be online?
In a lot of businesses today this is the case. Though there are still products and
services that are not online. And just a reminder – Social Media is not meant to
replace traditional marketing channels – it is a tool that will allow you to build
additional brand equity.
Social Media Strategy starters;
Where are we going?
How are we going to get there?
Let’s get there. How do you know you have arrived?
Here are some cool tips that you can adapt for you Social Media Strategy;
Turn the company newsletter into an internal blog and give all employees
the ability to contribute
Establish a social media policy for employee participation in social media
on company time and beyond
Let employees vote on the best ideas suggested by other employees
Resolve to respond to customer service issues within three hours, via
social media
Where to start with Social Media
Begin with the end
The simplest rule for success with Social Media is to start with the end. If you
really don't have a clear vision of what outcome you want from Social Media,
then it will be difficult to define a route that will guide towards your destination.
© Are Morch - Hotel Advisor and Social Media Strategist 19
20. Let me be clear an end vision does not remove roadblocks. But if done properly it
provides you with tools for proper response.
According to a survey done by R2integrated (R2i) 45 percentages reported that
time and resources combined would be the biggest challenge with Social Media
Marketing. 42 percentages reported that time and resources were the greatest
barriers to entry into Social Media. And 38 percentages reported that their
biggest mistake was not to allocating enough time and resources for the
implementation of Social Media.
Make sure you implement principles that handle some of these adversities.
Implement some basic Social Life Management principles.
Social Media is not about the Social Network it's about Social Networking
LinkedIn | Facebook | Twitter | YouTube | FourSquare
There are several different Social Networks out there and they all play an
important role in your Social Media Strategy.
But to many jump on a Social Network because that is 'the thing' to do these
days else you lose out. Don't do this mistake!
Start learning the principles of Social Networking. Social Networks will come and
go.
Format your Social Networks as groups and then meet their wants and needs.
© Are Morch - Hotel Advisor and Social Media Strategist 20
21. Social Networking
Social Networking is about communicating with your peers. Collaborate with your
trusted network. This requires you to share some of your insight with others.
Engage and respond to the community. Show people that you care, and that
there is a real person behind your Social Media Signatures.
Social Media is no magic wand! It requires that you learn and follow the
principles.
Remember it is no longer just word of mouth - now it is World Of Mouth.
And the audience is king!
Developing the Social Media Strategy
Your employees are the key to develop a successful Social Media Strategy.
Divide your employees into 4 groups. The main focus should be on how to create
an exceptional experience for our consumers.
Start asking ‘What can be done to create more:’
© Are Morch - Hotel Advisor and Social Media Strategist 21
22. Social Media Guidelines
Social Media Guidelines is where you will define your Hotel or Small Business
Social Media Etiquette. This is how you want all in your organization to engage
with Social Media. Anyone that is employed with your Hotel or Small Business
should apply to these Social Media Guidelines both off and on work.
Here are some of the elements that can be covered by your Social Media
Guidelines:
Be transparent – provide honest and truthful information – disclose your
relationship with the brand
Be judicious – don’t violate your brands privacy and confidentiality
Be authentic – make sure your write about your area of expertise, when you write
outside your area of expertise provide proper disclosure
© Are Morch - Hotel Advisor and Social Media Strategist 22
23. Be perceptive – represent your brand, be consistent, be proud of who you are
and your brands identity
Reach out – engage in the conversation, identify consumers that mention your
brand or niche
Add value – identify your consumer’s needs and wants, and add value related to
this
Be a thought leader – make your content open-ended, be proactive and
anticipate trends, don’t talk negative about your competitions – why not refer to
them?
Create excitement – share the values you learn, share Social Goodwill and leave
Social Footprints
Did you screw up? – if you make mistakes – ADMIT IT!
Pause – if you question your knowledge or info, then pause and ask for others
opinion within your own organization before you hit SEND..
Celebrate Social Influence
Integrating Social Media and Customer Loyalty is an ongoing process of various
improvements that will take place. Therefore it is important to celebrate the small
victories, and reward the progress.
Change will not come over night, and make sure to be prepared for adversities
also.
Social Media Response
With Social Media Response you have a very short time window to provide
proper response. And you want to strive respond within the same medium as
your consumers provide response related to your product or service.
© Are Morch - Hotel Advisor and Social Media Strategist 23
24. Stick to a personal response that the consumer can relate to. Avoid scripted
boring responses.
Providing proper response is a learning process, so allow you to do some
mistakes. Nobody expects a perfect answer, as long as you take time to listen.
If you don’t know what response to provide, find someone that knows. Heck I
would say even refer the consumer to your competitor if you can't provide the
proper response.
The long-term effect of proper response will always triumph the short-term effect
of a bad response.
© Are Morch - Hotel Advisor and Social Media Strategist 24
25. Customer Relationship Management (CRM)
Social Media is a great tool to add value to already existing CRM systems. This
will embrace the relationship between the consumer and your product and
services.
Acquire - CRM can help a business in acquiring new customers through excellent
contact management, direct marketing, selling and fulfillment
Enhance - CRM combined with customer service tools offers customers premier
service from a team of trained and skilled service employees, which offers
customers the convenience of one-stop shopping
Retain - CRM software and databases enable a business to identify and reward
its loyal customers and further develop its targeted marketing and relationship
marketing initiatives
FTC
FTC – Federal Trade Commission provided in 2009 a lot of new changes to
regulate Social Media. Primary these changed effected endorsements.
Changes covered some important elements that need to be part of your Social
Media Strategy.
a. Provide proper disclosure. All information provided must be truthful.
b. Monitor conversations. Correct any misinformation / misstatements.
c. Create training programs and social media policies that follow these basic
'common sense' guidelines.
© Are Morch - Hotel Advisor and Social Media Strategist 25
26. Social Networks
There are several Social Networks that covers various purposes. Social Media is
not meant to replace traditional services or products provided. The main purpose
with Social Media is to add value to your service and product. Find Social
Networks that fit your hotels needs and wants.
Select a Social Network;
a. That cover the hotel basics
b. That support relationship building
c. That support trust building
d. Allow you to provide extended customer service
e. Connect with raving advocates
f. That support flexibility
g. That support innovations
h. That allows video and audio presentations
i. That supports the latest trends
j. That attract new customer to your hotel
k. Take advantage of location based service
Social Media Facts and Statistics
Facebook has over 500 million users
Facebook has more weekly traffic then Google in US
20 Million visit Wal-Mart daily whereas 250 million visit Facebook daily
50% of the mobile users in UK is on Facebook
The fastest growing segment on Facebook is 55 – 65 year-old females
Twitter has over 100 million users
Twitter’s search engine get over 600 million queries a day
There are over 250.000 Twitter applications available
YouTube is the 2nd largest search engine in the world
The average online viewer watches 12.2 hours of online video each month
© Are Morch - Hotel Advisor and Social Media Strategist 26
27. There are over 200 million blogs
54% of bloggers post content daily
25% of search results for the world’s Top 20 Brands are links to user
generated content
34% of bloggers post opinions about products, services and brands
LinkedIn has over 80 million members in over 200 countries.
A new member joins LinkedIn approximately every second, and about half
of our members is outside the U.S.
Executives from all Fortune 500 companies are LinkedIn members.
95% of companies uses LinkedIn for recruitment
Foursquare has over 1.5 Million venues
Over 15.5 million has checked in to venues with Foursquare
Listening Outposts
One of the most important Social Media strategies to implement is to create
listening outposts.
Listening Outpost will help you track anytime your brand is mentioned through
Social Media. This is also a great way to find information related to your market
segment.
Google Alerts is one great tool that allows you to set up related search words for
your brand, and then send you an email every time these search words is
mentioned.
Google Reader is another great tool to listen in to related conversations.
Twitter Search is great for finding Tweets that mention your brand, and related
info.
© Are Morch - Hotel Advisor and Social Media Strategist 27
28. Twitter Clients is another great way to listen to the conversations about your
brand, and related info. There are three main types of Twitter clients that can be
utilize. These are desktop clients, web clients and mobile clients.
TweetDeck is a desktop client that allows you to set up several search columns
where you listen into various topics related to your brand. You can also connect
this client up against Facebook, LinkedIn, Google Buzz and Foursquare.
TweetDeck also provide mobile and an iPad client.
Seesmic is another great desktop client that allows you to set up several search
columns where you listen into various topics related to your brand.
Blog
A blog is primarily an interactive web log. From a Hotel perspective I like to
define it as an online business log.
Your blog will be your Social Media Hub. Most of your Social Network links will
lead customers back to your blog.
Why have a Hotel blog?
A blog is a great tool for storytelling. Hotels have an abundance of valuable
stories to share. Getting everyone in the Hotel Family involved is great way to
increase customer loyalty. You can inform, interact and learn from your
customers.
It is a great traffic source.
© Are Morch - Hotel Advisor and Social Media Strategist 28
29. Utilize your listening outposts to channel your customers back to your blog. A
blog can build up on customer loyalty and can help you save on advertising
costs.
It can build up on your brand, and will be a channel to gain more trust.
A blog will help you build a community, and provide a different side of the Hotel
that customers usually don’t see. Be honest and truthful.
If you have a traditional Hotel Website a blog will not replace this. You should on
your website have link to your blog.
The website will provide greats ways to find information about the Hotels
products and services.
© Are Morch - Hotel Advisor and Social Media Strategist 29
30. The blog allows you to interact with your customers in a different way. Bill
Marriott and his team do this in a great way on Marriott on the Move. As you see
here is several links to some our their Listening Outposts.
Here is another example on how a Hotel Website connects directly with their
blog;
© Are Morch - Hotel Advisor and Social Media Strategist 30
31. Mr & Mrs Smith Hotels utilize their blog similar to Marriott. On their Smith
TravelBlog they provide a lot of great content that is related to their brand. These
are great examples on how you add additional value to your hotel. And it
provides your customers with all the options to stay in touch with the latest news
from the Hotel. This is the route to take to build customer loyalty with Social
Media.
Facebook
Facebook is the Social Water cooler where you hang out sharing info with family,
friends, colleagues, business partners, and customers.
Here you share stories with your friends and family. You can post pictures and
videos, or share valuable blog content. It has also become a large community for
various games.
© Are Morch - Hotel Advisor and Social Media Strategist 31
32. Facebook is with out any question the largest Social Network on the Internet
today with over 500 Million registered users.
For your Hotel you want to create a presence on Facebook by creating a
Facebook Fan Page for your Hotel.
Facebook Fan Page
Facebook Fan Page is a distinct and customizable presence on Facebook that
enables your brand or local business to interact with your customers in new
ways.
Facebook Fan Page enables businesses to leverage the power of connections
between users and turn customers into raving advocates. User actions from the
Facebook Pages are virally distributed through our technology-driven channels,
News Feed and Mini-Feed. Your Facebook Fan Page can be tailored with your
own content, pre-installed applications and features such as flash player, photo
uploaded, ratings and more.
© Are Morch - Hotel Advisor and Social Media Strategist 32
33. There are 6 different categories of Facebook Pages;
Local Business or Place Page
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34. You want to create Local Business Page for your Hotel. It really ads great value
to your Hotel to establish a local presence on Facebook.
Establish your Local Business page with the same name as your Hotel. Share
local stories, local attractions, events and more. Be creative. Interact with your
customers. Remember that the customer experience starts before the customer
arrives at the Hotel, and ends long after they have departed from the hotel.
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35. Company, Organization or Institution Page
The Roger Smith Hotel Facebook company page is a great example how to
create premier customer experiences, and add additional value to their service
and product.
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36. Starwood Hotels & Resorts Worldwide, Inc. is another example:
Sheraton Hotels & Resorts is a Company Fan page within the Starwood family.
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37. Brand or Product
TripAdvisor has promoted them as a Website through Facebook Fan Pages.
Facebook is a great Social Network to build Brand Equity. This can be related to
a Hotel Chain, Hotel type within chain, Hotel management group etc.
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38. The Product page I advice you to utilize if you have great selection of products to
offer.
Engage your consumers and provide them with up-to-date related product or
service information.
Artist, Band or Public Figure
Chip Conley founder and CEO of Joie de Vivre is a great example of a Public
Figure.
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39. This is actually an upcoming trend for Hotels. There are not many public figures
yet in the Hotel Industry. But there are some that has established a brand for
their names in association with a hotel brand.
Entertainment
Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki
is a great example on how to profile a book through Facebook Fan Pages.
© Are Morch - Hotel Advisor and Social Media Strategist 39
40. Cause or Community
Facebook Community page is more designed towards a topic or cause you are
passionate about.
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41. On each Community page there is provided additional information that add
additional value. And this is a great way to profile your niche in training sessions.
The intentions of Community pages are to provide collaboration of shared
knowledge. In some way a Community Pages is similar to wikis.
Facebook Etiquette
a. Start engage with your consumers
It will add the ability to share and comment on your consumers content.
b. Create engaging content
Engaging content will show up in the Facebook News Feed.
c. Tag your consumer
Tagging builds brand equity and is great way to show Social Goodwill.
d. Break from the pack
Be willing to take risks. Be a trendsetter and start being in response mode.
e. Google It!
Be smart with your username. Facebook Fan Pages is extremely SEO
friendly.
f. Shoot, Clip and spark interest
Embed exclusive Videos to your approach. Develop a cause, ignite passion
and invite consumers to weigh in
g. Tweet It! Share It!
Connect your Facebook account with Twitter and your blog.
h. Make it more accessible with RSS
Utilize RSS applications to allow consumers to subscribe to your updates.
i. Measure performance
Facebook Insight offer valuable consumer information. Learn which content
work best.
j. Woo your consumer
Find out what your consumers want, and give what they want and need.
Provide them with sample strategies.
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42. k. WoW them
Make a difference with your business. Make a difference in your community.
Facebook Places
Facebook Places is a Facebook feature that allows you to see where your friends
are and share your location in the real world.
Make sure you add and claim your Hotel on Facebook Places;
1. Open the Facebook Application on your iPhone
2. Click on the Places icon
3. Click on Check In
4. Click on +
5. Then Add your place
6. You will be reminded that places are public, so verify that is ok to add your
Hotel. If it is ok click Add
7. Then log into Facebook and Search for your Hotel Name
8. Click on ‘Is this your business?’
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43. 9. Then you will be requested to certify that this is your business
10. Facebook will send a pin code to your cell phone. You are required to
verify that they have the correct phone info. Then click on Call me now
11. Then you will receive a voice message with the correct pin code
12. Put in this pin number in the verification field, and click Verify
13. Facebook will send you a documentation when your Facebook Place is
properly claimed
Twitter
Twitter is a microblog that provided live content limited to 140 characters per
post. We call each post a Tweet.
Twitter is a great tool for starting a dialog with your customer or potential
customers. This a great tool to provide extended customer service. Twitter also
will support relationship and trust building. And you can provide additional value
through Twitter.
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44. Individual Tweets
Some hotels are ok with individuals sending Tweets for the Hotel as long as they
follow proper guidelines. In this case they will create a Twitter profile for the
individual that represent their hotel relationship.
Designated Tweets
Others prefer to Tweet under designated Twitter brand profiles. You can provide
Tweets from a designated brand profile, and also identify who it is that is the
author of the Tweets. Some hotels rotate this among designated hotel
employees. Twitter will allow you to change name of whom it is that provide the
tweets.
Twitter Basics
All updates you write on Twitter are called Tweets. These Tweets is restricted to
140 characters per update. So you need to provide links to other Social Networks
that will allow us to provide additional information. Primarily you want to guide
your customers back to your blog. You can also direct them to your Facebook fan
page.
Twitter BIO has a limit of 160 characters. Use this to identify your network
segment. Also add link back to your hotel.
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45. Twitter Customer Service
Twitter is a great Social Network to detect customer service related
conversations regarding your Hotels product or service.
If a customer Tweet either concern or a positive recognition you want to reach
out to this customer. If it is a positive recognition, send a thank you Tweet. This is
a very simple and effective way to give back to your customer. And reach out to
them and invite them to stop by your hotel next time they are in your area. Be
cautious with provide rewards when a customer provide a positive recognition.
This can put you in a situation that you did not anticipate. Create a simple Tweet
archive. This gives you the opportunity to reach out to this customer when he or
she returns back again.
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46. Here is example of a positive tweet I sent to my friends at @RitzCarlton;
And this is their great response back;
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47. If a customer tweet a concern, then follow the traditional guidelines. Start with
empathy and apologize for the inconvenience. Use your listening skills and go
and check out their tweets. If you need further clarification, ask them to specify
their issue. Then ask what you can do to help resolve their concern. At this time
you can also request if it is ok that customer send their email to you via a Direct
Message. This so you can get a better picture of their concern. If the customer
agree to send you and email, then it is crucial that follow up immediate through
email. And then send the customer a Tweet that you just sent them an email.
Twitter is also great for upcoming campaigns, contests, specials and events.
Give your customer a glimpse of some of the daily activities that you have going
on at your hotel.
Twitter is a great Social Network to build on existing relationships and establish
new relationships. It will help you build trust, and you have great tool for providing
additional value to your Hotels product and services. With proper listening
outposts you can catch on to new trends, and discover new market segments.
You can utilize Twitter to send out simple questions to discover some of their
needs and wants. If you want more indebt answer you can post surveys or
questionnaires at your hotel blog.
Twitter Etiquette
Respond to consumers that mention your brand. Build quality relationship and
trust with your consumers. Provide value related to your brand products and
services.
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48. Reaching out to your consumer’s questions related to your brands products and
services is important. You should also reach out when there are general
questions related to your market segment, or questions that might be related to
your area.
Avoid sending affiliate links or advertising in your tweet. If you do send make
sure you provide proper disclosure. Promotional, discount or tweets that include
a coupon is ok.
Follow the 90/10 rules when it comes to Twitter. 90% of your Tweet is about
consumer value and respond to consumers. 10% self-promotion, this is related to
tweets that include promotions, discounts or coupons.
Short Urls
Since Twitter has a limit on 140 characters per update we sometimes has to look
into options that allows us present a very long link in a more efficient way.
Short Urls provides us with these options. The basic principle here is to turn a
long url into a short url.
There are some great services that allow you to do this in a very effective way.
bit.ly is one of the most common short url services available. And this service is
supported by most Twitter Clients. This service also has some great statistic that
is very helpful.
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49. #hashtags
#hashtags is used as identifiers for various topics or discussions. Many utilize
#hashtags related to an event or specials. Hotels can attract new customer with
providing a Tweet #hashtag code.
We mostly see third party websites that use this technique. I recommend trying
out this technique during low season. This will help you better to track the results
of this type of reach out to your customers.
#hotel or #hotels is two common #hashtags used for information related to the
Hotel Industry.
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50. LinkedIn
LinkedIn is the most business orientated Social Network. Here you provide a
presentation of your professional background.
LinkedIn is a great resource to find expert advice and ideas within your Hotels
market segment.
LinkedIn Company Profile
One really great way to build brand equity on LinkedIn is to have LinkedIn
Company Profile.
Company Profiles are a research tool that helps users explore and find the right
companies to work for and do business with. Company Profiles leverage
LinkedIn unique network data and surfaces the people you need to get business
done.
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51. They can be used to view job opportunities in your field and better understand
the types of roles companies’ hire for and the latest news on people that have
recently joined the company.
Adding your Company Profile on LinkedIn:
1. Click on "Companies" found under "More" in the top navigation bar of
your home page
2. Click on the "Add a Company" link found in the upper right area of the
page
3. Type in your company's official name and your email address at the
company on the "Company Name and Email" page. If your email
address is already tied to an email domain for an existing Company
Profile, you will be prompted to click on the existing Company name to
edit the Profile
4. If your company email address is not a confirmed email address on your
LinkedIn account, a confirmation email will be sent to the company
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52. email address. The email text will give you a link to log in to your
LinkedIn account. Be sure to log in to LinkedIn with your current primary
email address. This will confirm your email address and add the email
address to your account
5. If your email address is confirmed, you will be taken to the "Create a
Company" page that will allow you to enter information about your
company
6. Click on "Create a Company" once you have completed the required
fields
LinkedIn Answers
Either you ask for advice or suggest ideas LinkedIn Answers aims to enable
this online. LinkedIn Answer allows you to broadcast your business-related
questions to both your network and the greater LinkedIn network. The
premise is that you will get more high-value responses from the people in
your network than more open forums. For example, here are some questions
an entrepreneur might ask when the associates of a venture capital firm come
up blank:
a. "Which Hotels in Washington DC can host a meeting for 1000
people on 09/29/2010?"
b. "What advices would you give if I was looking to implement iPads in
my Hotel Marketing Strategy?"
c. "Is outsourcing of Hotel Service an alternative solution to cut
costs?"
d. "Empowerment and Crowd sourcing implemented with Social
Media is new elements in our strategy to attract new markets
segments. Your thoughts?"
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53. LinkedIn Groups
LinkedIn Group is a great way to connect with people that have common interest
and that can provide additional value to your product and service. Facebook also
have the group option. I found the LinkedIn Group option to be more structured,
and it provides a better value to your brand.
Quickly discover the most popular discussions in your professional niche
Have an active part in determining the top discussions by liking and
commenting
Follow the most influential people in your groups by checking the Top
Influencers board or clicking their profile image to see all their group activity
See both member-generated discussions and news in one setting
Easily browse previews of the last three comments in a discussion
Find interesting discussions by seeing who liked a discussion and how many
people commented
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54. If you create the Group, you will automatic be the Group Manager then. And as a
LinkedIn Group Manager you can moderate the discussions. This can be very
useful if you get improper content posted in your group.
In Groups I advice to focus on resolutions to concerns that been raised other
places. Customers will have various kind of questions related to their concerns.
Be honest and truthful. Your customers will reward you for this.
YouTube
Youtube is a Video sharing Social Network. Visual presentations of your product
and service are a really great way to add additional value.
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55. YouTube ‘How To’ Videos
Start shooting some simple ‘How To’ videos at your Hotel.
How to pre check-in
How to secure room preference
How to preserve towels and be an eco friendly guest
How to resolve a concern
How to find the best restaurants in the city
How to order a movie
How to check out on TV
How to …
It’s all about being creative and proactive. And if your guest shoots a movie that
points out concerns – shoot a movie where you show action steps taken to
handle this concerns.
Video equipment today is very inexpensive. And most of them come with
software that makes it very easy to upload your videos to YouTube.
‘How To’ Movies is not required to be professionally made. It is all about
capturing the moment. A commercial or advertising movie is normally shot by
professionals.
Use videos to showcase your employees.
FourSquare
Foursquare is a location based Social Network. Primarily this Social Network is
utilized through a mobile device.
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56. FourSquare for Brick and Mortar
Location based services is still in the early stages. Brick-and-mortar stores with a
specific location can immediately advertise to users within their proximity,
restaurants are already using Foursquare-specific discounts and location-based
advertising to pull in new customers.
FourSquare Gaming Element
Foursquare is at this point appealing to the game element in us all. If you have
visited you favorite Hotel several times over a short period, and you used
FourSquare to check in every time you can become Mayor at the Hotel.
To become a mayor you need to have checked in more days than anyone else
over the last two months (60 days), so only one check-in per day counts.
You will also start earn badges after you checked in a certain amount of times.
Newbies:
Adventurer:
Explorer:
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57. CNN – South Africa World Cup 2010:
Foursquare Add Venue
Adding your Hotel on Foursquare is easy and very business friendly.
Foursquare also provides real time stats;
Most recent visitors
Most frequent visitors
The time of day people check in
Total number of unique visitors
Histogram of check-ins per day
Gender breakdown of customers
Portion of foursquare check-ins broadcast to Twitter and Facebook
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58. FourSquare Specials
The best value from a business perspective at this time is to provide FourSquare
Specials. This can be done with ‘Check In’ Specials, ‘Mayor’ Specials,
‘Frequency’ Special or ‘Wildcard’ Specials.
Businesses who claim their venues on Foursquare get a dashboard with real
time stats on number of check-ins, times of day people check in, most recent
visitors, and most frequent visitors.
They can also manage the offers and badges people get when they check in.
These include Mayor specials, specials for people who check in a certain number
of times, or wildcard specials that can be customized.
Social Hotels done right
There are several Social Hotels that has implemented Social Media and
Customer Loyalty principles in a great way.
citizenM is recognized as one of the trendiest boutique Hotels in 2010. They
have implemented the principles I have lined out here in a really great way.
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59. Help! The Social Network Is Down..
Cry Wolf.. Cry Wolf.. is not a unknown phenomena. When one or more of the
Social Networks is down for various reasons then we experience both the up-
and downside of Social Media.
Social Networks also change and adapt to the different needs and wants from
the market. I will here take a brief look on some of the events that can cause
downtime for Social Networks.
Down Time Reasons
New feature – adding a new feature can cause downtime. Most updates is
well tested in advance, and normally don’t create unexpected events. If
network will be down due to adding a new feature it usually is down for a
very short time. And want effect usage very much.
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60. Change in feature – this is very similar to adding a new feature. Normally
this is also well tested in advance.
Spam attacks –spammers exist everywhere. And they are often very
creative in finding new ways to take advantage of people. Downtime can
be caused when the Social Network put actions in place to clean up some
of the spams. If you get unwanted content through your Social Network I
advice a. Block Them and b. Report them.
Virus/Attacks – Virus or similar attacks is more complex, and often more
serious.
Technical Outage – This is very rear, but happens from time to time.
Power Outage – This also has become more rear with new technology.
This was a quick summary of some of the reasons that we from time to time
experience downtime with a Social Network.
Most of the Social Networks we utilize for our businesses today is Free. This is
why it is crucial that your Hotel implement routines in your Social Media Strategy
that deals with Social Network downtime issues.
And the most important element to adapt here is to assure you have created
proper listening outpost. This will assist you on capture valuable information in an
early stage. And put in place proper action steps. Make sure you follow the
Social Networks blogs to get updates directly from the source.
Hotel Strategies group on LinkedIn
The Hotel Strategies LinkedIn group focuses on the future of the Hotel Industry.
Capture and create new ideas and solutions.
How to implement a Social Media Strategy
How transform your Hotel with New Media
How to create Champion Consumers through Social Media
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61. Get some ideas and input from my Hotel Strategies group at LinkedIn.
Hotel Strategies
Workshop COMPASS
I have in this mini workshop provided principles of how to utilize Social Media
that will increase consumer loyalty. Now it is time to take some basic action steps
for your Hotel.
I have provided some ideas and principles that can be put in place at your Hotel.
Start discuss the ideas outlined here with your Hotel staff
Put down on paper ‘Where are your Hotel Today?’ and then set weekly
goals for each of your action steps
Agree on your customer loyalty strategy
Provide incentive programs for employees
Implement a empowerment program
Start a Hotel Idea wall
Customer loyalty programs – visit other businesses and report back ideas
they used to earn their loyalty – how can this be implemented into the
Hotel?
Invite consumers to participate in your Crowd-sourcing project
Be Trust Agents – always keep your words – integrity – always deliver
premier service – deliver one percentage extra – do what you say
Determine what is important to your customers, and how you can help
their needs and wants
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62. How can help your customer achieve their goals by visiting your Hotel?
How to keep in touch with your customers?
Social Hotel Programs to capture important customer information
Agree on Listening Outposts that fits the Hotels needs best
Create a Goodwill program for your loyal customers
Agree on the budget for this process
Measure the progress
Rinse and Repeat
Look for my contact information in the end of this report.
Recommended Recourses
Disclosure: You will find products here that I am affiliated with. All products I
present here is products that I found have added a tremendous value to my own
business. I stand behind these products because of the value they provide. This
is my personal opinion and experience with these products.
Blog Registration and Hosting
I have register and host all my blogs with Godaddy.com. I like their service
because of the great value you receive for the price they offer. And their
customer service has been really great. I enjoy the option of talking to a customer
service rep through their Chat channel. All my issues have been resolved in a
timely and professional manner.
Wordpress Theme
I highly recommend getting a Professional Wordpress Theme for your blog.
Headway Theme by Grant and Clay Griffiths is a very flexible and easy to use
theme. It doesn’t require any coding experience to utilize. I really enjoy it
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63. because of their Visual Editor. Optimizing my blog has never been easier. This
Theme is now introducing one of the most powerful SEO options for your post
and pages.
Blog Training
Online Visibility Secrets is a 26-week training program from my friend Denise
Wakeman. Denise has designed one of the best hands-on training programs that
will help your blog get more visibility.
Blog Masters Club is a comprehensive 6-month training program detailing out all
the nuts & bolts of blogging from my friend David Risley. David is a professional
blogger, and on this training David really provides great value.
Newsletter / Email Marketing
Aweber provides a real solid and robust email marketing service. You can use
among over 100 pre-designed templates, or if you are savvy you can upload your
own design. I love their service because of the flexibility, and their ability to
always apply new features in relationship to what their customers want and
needs.
Wordpress Plugins
I really love Wordpress Plugins that enhance the value of your blog, and that
makes it easy for you to run your blog smoothly.
Scribe SEO is one of my most valuable plugins. I just love how this plugin really
help me optimize my articles for SEO. This is such a time saver for me. I have
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64. put my SEO on autopilot. This plugin checks my content, keyword and provide
link building info.
Slidedeck is a really great plugin that allows you to provide professional
presentation. And each of the slides is optimized for search engines.
Akismet control and prevents spams.
Google XML Sitemaps helps your blog get indexed on major search engines.
Share This encourages your visitors to share your content on various Social
Networks.
Tweetmeme allows for retweet of your articles. Provides also statistic
information. Supports both Tweetmeme and Twitter button.
Wordpress.com Stats is a simple and powerful plugin that shows you some
valuable blog statistics.
WP-DBManager manages your Wordpress database. Allow you to optimize
database, repair database, backup database, restore database, delete backup
database, drop/empty tables and run selected queries. Supports automatic
scheduling of backing up and optimizing of database.
WP Super Cache helps you speed up your blog. This is real valuable plugin that
will help you run your blog smoothly.
Disqus is a robust and powerful comment management plugin.
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65. Yet Another Related Post Plugin (YARRP) provide links to articles in archive that
is related to new articles you post.
cforms is a powerful and feature rich contact form.
Images
iStockphoto have an unique selection of quality and professional photos that you
can use on your blog.
Social CRM (Customer Relation Management)
I use SocialOomph to improve my Social Media Productivity. This help me pre-
schedule Tweets and Blog articles for upcoming events. It is also functions great
as a Social Media Listening Outpost.
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66. Hire Me!
I will thank you for allowing me the opportunity bringing this information to your
Hotel or small business. I hope you have enjoyed this mini workshop, and that I
gave some constructive ideas and advices to work with.
I have two assignments for you.
1. Share this mini workshop with your friends, colleagues and Hotel family
members. Feel free to distribute this mini workshop through Twitter,
Facebook or LinkedIn. Shot some videos of your progress, and how you
have implemented these advises. Upload these videos on YouTube.
2. Take this mini workshop to the next level. I am passionate about this, and
I want to help you and your hotel. I will be your friend, coach and mentor.
Together we will build a workshop that is specially designed for your
Hotels and Small business needs and wants.
Contact Me and lets get started. The time for adapting and change has never
been better. New trends and markets are evolving like never before.
I will also showcase workshops and demonstrate to customers what we have put
in place to meet their needs and wants.
© Are Morch - Hotel Advisor and Social Media Strategist 66
67. Connect
Blog: Are Morch - Hotel Advisor and Social Media Strategist
Facebook: Hotel Strategist
Twitter: @AreMorch
LinkedIn: Are Morch
YouTube: Hotel Advisor
FourSquare: Are Morch
Gmail: aremorch@gmail.com
Email: info@aremorch.com
Cheers…
Are Morch
Hotel Advisor and Social Media Strategist
Are Morch - Hotel Advisor and Social Media Strategist
© Are Morch - Hotel Advisor and Social Media Strategist 67