Florie is traveling from Mexico to Argentina swapping her hotel business skills for a bed along the way. She is helping hotels with many subjects, and social media strategy is one of them.

1. E-MARKETING
How to gain more visibility on the Internet
using a proactive social media strategy?
Florie Thielin – May 2014
www.thehospitalitytour.com
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2. INTRO: WHAT ARE WE TALKING ABOUT ?
Social Media is digital word-of-mouth contents and interaction created
by and between people.
Hotel Social Media Marketing is how hotels join the digital discussion in
order to get more customers in the future by enhancing their e-
reputation, and therefore product/service perceived value toward
targeted groups of people.
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3. INTRO: WHY IS IT SO IMPORTANT ?
Social Medias are
• free and powerful advertisement means.
• already talking about you, better take part to the conversation!
• helping to go up in Google research results (SEO).
• lead to more direct commission-free reservations.
• going to become always more used and important in the future…
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4. SOCIAL MEDIA STRATEGY :
HOW ARE WE GOING TO DO IT ?
1. Build your presence on social media: start smartly
• 1.1 Listen to the market, watch the competitors
• 1.2 Set clear objectives
• 1.3 Develop your strategic plan
2. Earn audience and Entertain: connect, engage, share
• 2.1 Reviews websites: TripAdvisor, Yelp, OTAs…
• 2.2 Facebook
• 2.3 Twitter
• 2.4 Other Medias: Google +, Instagram, YouTube, FourSquare…
• 2.5 Concierge Blog
3. Measure your performance: experiment, reap, adjust
• 3.1 Specific metrics: Audience, Engagement
• 3.2 Measurements tools: Google Analytics, Hootsuite, Klout
• 3.3 Be aware and get inspired
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5. 1. BUILD YOUR PRESENCE
ON SOCIAL MEDIA:
START SMARTLY
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6. 1.1 LISTEN TO THE MARKET
What are your competitors doing?
• Who is apparing on social medias? Where?
• How many likes do they have on Facebook? Are they active on Twitter?
• Which kind of content do they share?
What are your guests saying?
• How are your reviews going?
• Who is tweeting? What are they saying?
Set up a Google Alert to receive an e-mail everytime that your hotel is mentioned
on the Internet.
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7. 1.2 SET CLEAR OBJECTIVES
Who and where are the people that you targeting?
• Decision maker, Customer, Influencer?
• Business travelers, Leisure travelers, Travel agents, Associations, Events
organizers?
What are your main objectives?
• To increase guest’s satisfaction and get more positive reviews?
• To increase direct sales by generating more traffic on your website?
What make your hotel so special?
• Understand well what is your added-value and which image of your hotel do
you want to communicate (DOs vs. DON’Ts).
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8. 1.3 DEVELOP YOUR STRATEGIC PLAN
How efficient is your current social media strategy?
• Who are your current followers? Potential customers, influencers?
• Does your hotel fit with the content being shared?
• How much time and resources are required to participate in this media?
• Will this media help you make money, save money, or increase your guest’s
satisfaction? If it doesn't do any of these, then it probably isn't worth your time…
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Which social medias choosing?
→ Better invest in less media, but doing it right!
→ Facebook and Twitter: the two main media
→ Google+ Business Page: for visibility in organic search

9. 1.3 DEVELOP YOUR STRATEGIC PLAN
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How to gain efficiency and save time?
→ Assign roles and responsibilities to each member of your team.
→ Use your e-mail signature to promote social media.
→ Use “IFTTT” to create to automatize processes.
→ Use “Hootsuite” to manage several accounts from a unique dashboard.

10. 2. EARN AUDIENCE AND
ENTERTAIN:
CONNECT, ENGAGE, SHARE
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11. When? Have regular looks at new reviews received.
What?
→ During the check-out, encourage guests with whom you built
relationship to support the hotel by writing reviews.
→ On TripAdvisor, Yelp, CitySearch…
→ On OTA’s websites.
How?
 Unlock business owner tools on the different medias.
 Create e-mails alerts for new reviews received.
 Answer politely to both negative and positive reviews.
 Implement a proccess with your reception team for check-out.
 Find innovative ideas to make people take the time to write the
review… be creative ;)
2.1 REVIEWS SITES : PERSUADE FUTURE GUESTS
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12. When?
Make guests liking the page during their stay. Publish 2-3 posts per week
(better outside works hours).
What?
→ To target leisure travelers.
→ Tells stories with visual contents that people will love sharing: be
human, interesting and relevant!
→ Ask questions to generate comments and interact.
→ At least 80% non-selfpromotional content.
How?
 Merge your Fan Page with your FB Places page.
 Make sure that page name and description are optimized with relevant
keywords (for organic search).
 Find an innovative way to make your guests liking your page during
their stay.
 Best content come from guests, invite them to share.
2.2 FACEBOOK PAGE : KEEP THE LINK
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13. 2.3 TWITTER : INCREASE GUESTS’S SATISFACTION
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When?
Engage with future guests prior their arrival and offer them to tweet
anything they would need during their stay.
What?
→ Rather to target business travelers.
→ Short tweets (less than 100) directed toward future or in-house guests,
influencial bloggers (using @)
→ Share links to recommend advice about the destination, news, special
offers at the restaurant… be creative ;)
How?
 Use for example «Tweetadder» to boost your number of followers the
1st weeks, add travels bloggers.
 Keep a balance in your ratio followers / followed.
 Ask for twitter accounts of your future guests at the reservation
confirmation or at check-in.
 «Co Tweet» to engage your team to answer tweets as well.
 Search for # keywords related to your destination and include them in
your tweets.

14. 2.4 OTHER MEDIAS
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Google + → Publish contents for better visibility in organic search.
Google Map → Be sure that your hotel shows up!
Instragram → Create and share unique photographs of your hotel.
YouTube → Create and share unique videos of your hotel.
SlideShare → Create and share power point presentations.
Pinterest → Give to your brand a visual personality (=leisure women).
LinkedIn → Reach directly professional decision-makers.
Foursquare → Attract walk-in customers publishing “specials”

15. 2.5 BLOG : GUESTS SERVICE & SEO
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When? Weekly or Monthly article that you’ll promote via social media.
What?
→ 80% about what is going on in your destination: agenda of cultural
events, new restaurants openings…
→ 20% about your hotel news and special offers related to the news or
the season.
How?
 Create and manage easily a blog using WordPress.

16. 3. MEASURE YOUR
PERFORMANCE:
EXPERIMENT, REAP, ADJUST
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17. 17
3.1 SPECIFIC METRICS
Acquisition
Audience
Engagement
Influence

18. Be sure that your are visible on the Internet (good SEO):
• Page rank (using www.pagerank.fr, www.ranks.fr, www.seemoz.com)
• Demographic profil targeted
• Traffic origin anlyse
• Visit # vs. Booking #
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3.1 SPECIFIC METRICS: ACQUISITION

19. 3.1 SPECIFIC METRICS: AUDIENCE
Be sure that you are not talking alone:
• Facebook Page: # likes
• Twitter: # followers
• FourSquare: # check-ins
• Blog: # visits
• …
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20. 3.1 SPECIFIC METRICS: ENGAGEMENT
Engage the conversation with your audience:
• # Repeat visitors, # pages seen, time spent onsite
• Facebook Engagement Ratio =
People who liked, shared, commented or clicked
/ People who saw your posts ("reach")
• Twitter Engagement = Replies + Retweets + Mentions
To be pertinent, these equations should be weighted as a comment shows more
engagement than a simple “like” for example.
Measure and detect which kind of content get more comments in to adapt then
your strategy.
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21. Share viral content:
• The Klout Score is a number between 1-100 that represents your influence
(http://klout.com)
• Social ROI (Return On Investment): extra financial value created
• RoO: Return on Objectives
• RoNI: Risk on Non-Investment
• Viral rate: % visitors who share to a friend x average # of invited friends x %
of friends who accept the invitation = if result <1, the content is viral.
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3.1 SPECIFIC METRICS: INFLUENCE

22. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS
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Acquisition → Channels
How many visits to my
website do social medias
generate compared to other
sources?

23. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS
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Social reporting
Which are the most high value
networks and content?
How interact on-site and off-site
users with your content?

24. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS
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Social reporting → Sources & Pages
Which are current networks &
communities where people
engage the most
with your content?
Which are the most shared
pages of the website?

25. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS
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Social reporting → Sources & Pages
What is the impact of social
referral on the overall website
traffic?

26. 3.3 REPORTING TOOLS: GOOGLE ANALYTICS
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Social reporting → Social users flow
What is the traffic volumes and
user traffic patterns through
your site coming from social
networks?

27. 3.3 REPORTING TOOLS: HOOTSUITE
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Facebook Page Overview (Free)
Provides an overview of your
Facebook Page. Includes a
Snapshot overview, Daily likes
and Daily Post Feedback.

28. 3.3 REPORTING TOOLS: HOOTSUITE
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Twitter Profile Overview (Free)
Provides an overview of your
twitter account. Includes
follower growth over time,
keyword mentions and most
popular Owly links.

29. 3.3 REPORTING TOOLS: HOOTSUITE
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Ow.ly Click Summary (Free)
View click stats for all your
Ow.ly Twitter links. This
includes total clicks per day,
clicks by region and the most
popular clicks.

30. 3.3 REPORTING TOOLS: KLOUT
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Mesure and Track your impact How well is your hotel
engaged with its
followers?
How is actually
performing the content
that you are sharing on
social media?

31. TO KEEP IN MIND…
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“When it comes down to it, social media isn't primarily about
promoting your business or your content; it's about engaging with your
community. If you don't consistently monitor and track engagement
levels, you have no way of knowing whether your social media
strategies are working.”*
*www.huffingtonpost.com/kim-garst/social-media-measurement-_b_4910702.html
Florie Thielin
www.thehospitalitytour.com