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Six Marketing & Community Lessons From a New York City Hotel
"@ courtenaybirdGlad you got home safe. I hope all was great during your stay! It was all our  pleasure!" tweetedRSHotelto their recent guest, Courtenay Bird.Bird is one of the Roger Smith Hotel's 2,328 (as of today) Twitter followers. She is part of an online community that receives the hotel's good morning wishes along with updates aboutupcoming events and special deals. And she gladly responded to this social hospitability,"@ RSHotelthanks!!! I had a great time and will definitely be staying at RSH again (andrecommending it to others!)" The Roger Smith, an independent NewYork City hotel with about 110employees, uses social media toincrease its brand awareness and provide great customer service. Hereare six lessons you can learn from theRoger Smith's success:
1. Interact With People
- Communityconversations constitute a central partof any outreach campaign. Roger Smithhas been successful interacting with people on Twitter . The social networking tool helps the hotel promoteits events and offer special Twitter deals. As a result, the Roger Smith reaches a new audienceand drives traffic to its website.Adam Wallace (@ adwal), the hotel's new media marketing manager, said in a telephoneinterview that he will soon be using Twitter to target people who have mentioned "beer" and"NYC" on Twitter. His goal? To invite beer enthusiasts to a brewery dinner . Wallace is planningthe same marketing strategy for an upcoming wine-tasting event.
2. Tell Stories
- "Keep it more about the stories," advised Wallace. The Roger Smith Hotel, for instance, maintains an entire website,Roger Smith Life,which revolves around sharing stories and engaging the community. "Do not see it as just advertising because it is not. It is an opencommunication," explained Wallace. It aims at offering transparency rather than, as Wallace putit, "blasting people with sales."
3. Show Real Faces
- The hotel has had great success with their campaignshowing the manyfaces of the Roger Smith community. In Wallace's words, by "putting a face to it" peopleunderstand the hotel environment and provide valuable feedback. Thus, small and independent businesses have the power to compete with bigger corporations.
4. Optimize Different Channels
-Roger Smith Lifeis a hub for photos, articles, videomaterials, Twitter news and events. It features a photo gallery (as well as aFlickr photo stream),aYouTube channeland quirky articles about art exhibits, restaurant deals and, naturally,social
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