HeBS Best Practices: 2011 Social Media Marketing Resolutions

Hospitality eBusiness Strategies, Inc. 6 W 48th St, 8th Floor New York, NY 10036 Phone: 212-752-8186 Fax: 212-202-3670 Web: www.hospitalityebusiness.com

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Contents
What are your Social Media Resolutions for 2011? .............................................................................3 How Can You Make an Impact on Facebook? ......................................................................................4 Create a Social Media Plan........................................................................................................................ 4 Write interesting and Engaging Posts. ...................................................................................................... 5 Incorporate Unique Offers. ....................................................................................................................... 9 Give Users a Reason to Visit your Page..................................................................................................... 9 Regularly Post New Content. .................................................................................................................... 9 Feature a Customized Tab. ..................................................................................................................... 10 How can you make an impact on Twitter? ........................................................................................ 11 Tweet non-promotional information...................................................................................................... 11 Follow Relevant Users. ............................................................................................................................ 11 Tweet with Personality. .......................................................................................................................... 11 Interact with Other Twitter Users........................................................................................................... 11 Generate Awareness of your Page. ........................................................................................................ 12 Monitor your Page. ................................................................................................................................. 12 Customize your Page............................................................................................................................... 13 How can you take your Social Media Strategy to the Next Level? ...................................................... 14 Creative Weekly Posts............................................................................................................................. 14 Post Series that Speak to Customer Segments ....................................................................................... 16 Facebook & Twitter Contests .................................................................................................................. 18 Measuring Social Media ROI ............................................................................................................. 20 How Can you Integrate the Mobile Frontier into your Social Media Strategy? .................................... 22 Final Thoughts ................................................................................................................................. 22 Questions? ...................................................................................................................................... 23 2

so you can start fresh in the New Year and put your best foot forward. What was your most successful social media campaign and how many fans or followers participated? What is your main demographic of fans and followers and what posts in 2010 engaged them the most? Like any good New Year’s resolution. With the beginning of a new year. Understanding where your social media strategy has been in 2010 is one of the first steps in determining how your strategy needs to evolve in 2011 to build a stronger connection with fans and followers. Explore our social media guide to 2011. there’s a lot to conquer in 2011.What are your Social Media Resolutions for 2011? As we welcome 2011. HeBS social media experts have assessed the Facebook and Twitter strategies of HeBS’ client portfolio keeping in mind industry trends and predictions for 2011 to offer key initiatives. it is important to outline metrics and goals for your social media strategy in 2011. From measuring social media ROI to integrating mobile into your social media strategy. reflect on what has been successful and what has failed to make an impact in 2010. Before developing your strategy for the New Year. 3 . it is safe to say that a presence on Facebook and Twitter with a well-developed social media strategy in place can no longer be ignored. and creative ideas to help your social media strategy soar. recommendations. We’ve even uncovered the top ten social media mistakes in 2010. Get a head start. it is important to understand the current story your social media strategy is telling to properly set goals and metrics of success that will take your social media to the next level in 2011. and determine which New Year resolutions work best for your social media presence.

Not recruiting followers within your target market to help build your follower base 8. Additionally. it’s important to take advantage of your presence on this highly used medium in order to fully utilize its impressive viral capabilities. Failing to regularly update your fan page with new photos and events 9. Consistently monitoring these figures and benchmarking with competitors will provide insight into performance.How Can You Make an Impact on Facebook? With over 500 million users. This organizes all of your information in a central. Posting the same content on your Facebook and Twitter pages simultaneously 4. Failing to tag fan pages within posts to increase visibility 7. By specifying which segments you’re aiming to reach. Utilize a checklist with main social media goals to prioritize. Top 10 Social Media Mistakes 1. and specify metrics and goals for tracking. Not responding to user comments and questions 6. For this reason. users share over 30 billion pieces of information and spend over 700 billion minutes on Facebook each month. assign responsibility. Include social media in your marketing plan and outline specific goals and objectives to meet. you can pick out which social media platforms work best. easy to access document. Posting boring. Facebook has an extremely broad reach and high visibility. Creating a non-optimized page lacking keywords 5. Priority Action Responsibility Metrics & Goals 4 . Utilizing an irregular and infrequent posting schedule 2. Your social media plan should include specific and measurable goals that have a set timeframe for completion. one-way content 3. This enables you to maximize reach and enhance the performance of your goals. Not customizing your Twitter page to feature a branded background 10. you should specify metrics that will be used to measure performance and gauge growth. Not utilizing fan and follower promotions on Facebook and Twitter Create a Social Media Plan. According to Facebook. It is also helpful to consider industry standards and typical results when deciding on measures for success.

Additionally. include call-outs to specific customer 5 . In order to engage users. or prompt to “like”. Incorporate special offers to encourage check-ins Enhance PR initiatives by discussing blog posts and article mentions Write interesting and Engaging Posts. increase page views. and build a user relationship.Priority Public Guest Satisfaction Action Responsibility Metric/Goals Monitor buzz generated about your property on social media and in the search engines Monitor customer feedback to gain knowledge on customer preferences Competitive Intelligence Monitor competitors’ buzz Monitor competitors’ social media engagement Social Media Engagement Respond to reviews/comments (positive and negative) Engage users on Facebook & Twitter Encourage guest reviews Maintain content on third party sites Claim your listing in location-based services. Lead off posts with an open-ended question. fill-in-the blank. Create exciting posts to captivate users. you should make posts interesting and incorporate engaging content to elicit a user response and heighten interaction on the page. Posts should not be a one-way source of information. monitor check-ins.

) Montgomery Ward 1) Macy’s 2) Nordstrom Prompt to “like” Fill-in-the-blank Photo Post Trivia Open-Ended Question: 6 .) J. and provide insight on the features and amenities that they are looking for. Tactic Open-ended question Example If you won a shopping spree at Indianapolis’ Circle Center Mall. Penny 2. I would be grateful for_______.C.segments to better direct your marketing messages. You should use posts to encourage users to interact. post pictures. what would you buy first? “Like” this post if you wish you were spending your weekend in Key West! Fill-in-the-Blank-Friday: If I spent Thanksgiving at the Grafton on Sunset. The BIG question is…pumpkin pie or apple pie? Which type do you prefer on Thanksgiving? (Include pie photo) Holiday Trivia: Rudolph the Red-Nosed reindeer was created as a promotion for which department store? 1.

Prompt to “Like”: Fill-in-the-Blank: 7 .

Photo Post: Trivia: 8 .

You Can: Reveal a mystery special offer that can only to be found on Facebook or Twitter Post Facebook Friday or Twitter Tuesday deals exclusively on your social media sites Give Users a Reason to Visit your Page. special events. 9 . dish at your restaurant. you could offer any fan a free cupcake with their coffee if they come into your coffee shop between 1 PM and 3 PM that day. offer a Facebook promotion for fans and followers to be used within a specific time frame. Be sure to provide unique offers to fans or create an exclusive deal available to the first ten fans who book. You can say that the first ten fans to comment on your post will receive a code in a direct message to take advantage of the deal. Facebook users have the option to keep you in their newsfeed or click “hide”. This creates page value and encourages users to visit. Incorporate engaging photos within posts. fans. This virally promotes your property and draws fans to your page. unique offers. Post these photos on your wall with an engaging post so that they appear in the newsfeed. If you are unable to commit to your page. Take captivating photos of your property featuring unique amenities. You Can: Offer printable coupons on your Facebook or Twitter page Provide exclusive deals or hotel packages on a private landing page that only fans or followers can access Give details about a new hotel amenity. then it is important that you hire an employee or agency that can. Analyze your posts and put yourself in the consumer’s shoes. Incorporate Unique Offers. and engaging posts to encourage fans to visit and interact with your page. This will encourage fans to visit your page on a specific day and interact with your page. According to Best Practices. there’s a direct correlation between frequency of posts and the number of fans a page acquires.Some More Creative Tactics for 2011: Ask fans and followers to comment to access a special offer. It’s very important to regularly post new content. On a designated day each week. For example. Do you make interesting and valuable posts? Or is your information boring and non-engaging? Provide fresh and exciting content. Offering exclusive extras to fans and followers creates a unique value on your page and increases page visits. or celebrity visits. or cocktail at your bar and prompt website visitors. and followers to post a suggested name for this new feature to your fan page wall Take photos of fans at hotel events and tag them to encourage fan page visits Regularly Post New Content. Avoid solely posting packages that are available on your website. posts should be made at least three to five times per week. According to the Social Media Examiner. Encourage users to keep up with your page.

Email Widget Reservation Widget 10 . Your tab can be used to draw attention to special offers. email capture. Include rich imagery of your property to highlight your selling points and gain an edge over competitors. Utilize the reveal tab technology. This elicits interest and grows your fan base. This usually occurs between mid-morning and late afternoon. Provide users with an added incentive to become a fan of your page. Be sure to post during these times to maximize visibility of your marketing messages. Feature a Customized Tab. Viewing your fan page analytics (particularly page views by date) is a great way to measure the success of your posts and monitor the activity of your page. include a reservation widget. where a certain portion of the tab is only exposed once a user becomes a fan of your page. Use this information to effectively post. or include information about a contest or promotion. increase awareness of a major upcoming event. Test out different message content and tactics to see which format your fans value most. Additionally. maximize user engagement. Reward fans with a free cocktail at your bar or exclusive promo code to receive a discount off their next stay. and heighten your “likeability”. Create a customized tab to showcase your amenities and heighten interaction with your page. and mobile capture on the tab to build your lists and increase conversions.Monitor the time of day that fans are most active.

It’s important to maintain professionalism. In order to create value for your page. Incorporate relevant hashtags (#keyword) to add your tweet to the ongoing Twitter conversation surrounding that particular trending topic. Highlight upcoming area events. and exciting destination updates to provide added value for your page and recruit new followers. rather than a large following of irrelevant users who are not interested in your marketing messages. Follow some of these individuals to increase visibility and awareness of your page. Follow Relevant Users. When a user searches for the hashtag. it’s crucial that you interact with other users. Instead. direct communication. Sending an @reply is a direct form of communication on Twitter. Tweeting about exciting information will increase retweets and encourage engagement. utilize a fun. which ultimately directs traffic to your page and increases your follower base. In order to build a brand relationship. which will increase chances that they will follow you in return. Only tweeting about your property will not heighten user interaction and peak consumer interest. Include relevant hashtags within tweets to increase exposure of your messages. branded voice that plays into customer interests and markets your property in a valuable way. which should be used to reach out to individuals and elicit interaction. Besides tweeting engaging content. Tactic Prompt to @reply Example Guess that #Notre Dame Football Friday Fact: Who did Notre Dame beat in the 1992 Snow Bowl? @reply us with your answer! Retweet if you love being a hoosier! Check out fun things to do in the circle city Prompt to retweet 11 . he or she will see your tweet. Interact with Other Twitter Users. Tweet non-promotional information. Followers want to feel connected to a brand and build a relationship.How can you make an impact on Twitter? Twitter is a great medium for quick. but also to recognize the casual nature of Twitter. With the increase in smart phone use. Recruit relevant followers to build your follower base by searching for Twitter pages who have followers within your target market. you should provide outside information relevant to your customer segments. Tweet with Personality. consumers increasingly access the Internet on the go and post on Twitter via mobile device. It’s better to have a small base of relevant followers. Incorporate Hash Tags to Broaden Reach. Tweeting in a stuffy tone does not elicit interest or formulate a connection. local news. you should also reach out to individuals and encourage two-way conversation.

we are excited for your visit and we hope that it will be a great game (as mostly all are)! We’re sorry to hear that you’re upset! Check back closer to the 2012 Super Bowl for possible availability. It’s important to continually focus on growing your follower base to spread your marketing messages and increase viral capabilities.Prompt to @reply: Prompt to retweet: Generate Awareness of your Page. We hope to see you soon! Send a Direct Message to Address Negative Feedback 12 . It’s important to respond to both positive and negative buzz in order to enhance brand relationships. that’s great! Well. build a relationship. Each day you should search buzz generated about your page and property. You can also @reply users who retweeted your content to thank them for the retweet. gain valuable feedback. Send a direct message to show that you recognize the issue and are working to fix it. grow your follower base. Tactic @Reply users to encourage conversation Example @Shoelvr23 Oh. Direct messages should be used to address negative feedback so that you minimize visibility of negative comments amongst other users. Search for all versions of your property name in the Twitter search bar to see what users are saying. This will increase page visits. and address negative comments. To increase awareness of your page. @Reply users to respond to positive feedback so that your message will be virally promoted on your page. email templates. and broaden reach. Monitor your Page. and encourage them to continue to retweet your marketing messages in the future. include buttons to your profile on your website. and other marketing materials.

pages with a Twitter bio have about eight times as many followers as pages without. Additionally. Include an information box with your contact information so that followers can find information easily. Twitter pages with images are followed ten times more than pages without pictures. Information Box 13 . Create a branded customized background with your property’s images and color scheme.@Reply users to encourage conversation: Send a Direct Message to Address Negative Feedback: Customize your Page.

or upcoming event and provide some details about the image. interesting attraction. picturesque view. you add value to your page and provide followers with a reason to visit regularly. generates buzz. According to Best Practices. Trivia Tuesday Would you Rather Wednesday Seen in the City Thursday Photo Find Friday Fill-in-the-Blank Friday 14 . increases regular page visits. which means that followers expect the latest information on your page. Designate one day a week to prompt users to submit personal photos of themselves in your destination to increase user-generated content. This builds the brand relationship and increases traffic to your page. How can you take your Social Media Strategy to the Next Level? Creative Weekly Posts Utilizing a weekly creative post engages users. Fresh Content. Ask a unique interesting fact about the destination and prompt fans to answer it. By continuously tweeting new information. Name two venues in your destination and ask fans which place they would rather patron. Fans and followers will become accustomed to your weekly post and intentionally visit your page to find the latest information for that week. Post an image of a question mark with your post to capture users’ interest in the newsfeed. Post an image of an attraction or obscure landmark in your destination and ask fans to guess where it was taken. Fresh Content. Ask a question relevant to your target market and prompt fans or followers to share their answers. Use this medium to tweet about time sensitive offers and relevant last minute information. This will not only generate comments. you should add new content to your page at least three times per week.Fresh Content. but it may also lead to a string of conversation. Name Media Monday Description Post an image of a hotel amenity. Twitter is a source of minute to minute information. Photos can be taken on a camera or mobile device. and virally promotes your property.

Media Monday: Trivia Tuesday: 15 .

where you post about a single subject for five to ten days.Photo Find Friday: Post Series that Speak to Customer Segments Each month you can implement a post series. you could run a post series about the top five reasons to visit your destination during the holiday season. the top five unique in-room amenities at your hotel. Each day you post a different reason or idea focusing on the central theme. or the top five reasons why your spa is the ultimate retreat. You can also feature a post series targeted towards one of your key customer segments. For example. if a property has a large business traveler market. you can run a post series highlighting the top five unique business amenities at your property 16 . For example.

The “Top 5 Reasons to Enter the South Bend Sweepstakes” post series Incorporating photos within the post series captures user attention in the newsfeed and directs attention to your page. Including photos within the post series publishes the images through the newsfeed and virally promotes the page 17 . Additionally. featuring imagery reinforces your messages and gives fans a visual of the unique attractions or amenities offered.

Twitter promotions build the follower base. broaden reach. and deepens the brand relationship. HeBS Successes Facebook Photo Contest – JW Indy 764 fans gained . Any incorporation of user comments or “likes” virally promotes the page through the newsfeed. generates buzz. This increases usergenerated content on your page and virally promotes your property through the newsfeed by user “likes”. where users submit a photo of your destination and other fans vote for their favorite image by “liking” it. Each promotion requires users to become a fan or follower of your page and incorporates the viral components of social media to prompt participation.Facebook & Twitter Contests Running Facebook and Twitter promotions builds your fan and follower bases. These promotions require users to become a follower of the page and retweet the initial promotion tweet or @reply the page with an answer to a specific question.188% growth 488 fan “likes” 297 total comments Facebook Cocktail Contest – Parrot Key 526 fans gained – 81% growth 398 fan “likes” 114 total comments 18 . You can run a Facebook photo contest. and generate buzz.

Le Montrose Made $930 attributed revenue o $566 from directly clicking on Facebook o $507 from the reservation widget tracking code 19 .Get a Room Facebook Promotion – Grafton on Sunset Fans increased by 436 – 254% growth 163 fan “likes” Facebook Mystery Special Offer .

According to Mzinga & Babson. 84% of marketers surveyed do not measure ROI for social media. and marketers don’t start with clear objectives. According to eMarketer. there are too many potential metrics to choose from. 20 . there are three main reasons why marketers fail to track return on investment for social media: tracking ROI is difficult.Gained 62 new fans in 3 days Measuring Social Media ROI It is important to utilize a mix of both hard and soft metrics to measure performance and determine if changes in strategy should be made.

and behaviors that otherwise would be included in fee-based research and development. engagement. Monitoring these measures leads to a numerical gauge for the direct impact on revenue. like Google. which act as a precursor to revenue. and ROI/outcomes. Marketers can measure value based on soft metrics. Social Media enhances SEO. feelings. Hard metrics can be measured by offering a print out coupon to fans and followers. It provides valuable insight on user preferences. Exposure refers to the number of users reached. market share. Social networks provide a free medium to conduct polls and derive valuable consumer behavior insight. It’s recommended that marketers create a dashboard with both soft and hard metrics to track progress. “Boston Hotel” because of the keyword mention within a tweet. Effective social media helps drive traffic to your website. 21 . a HeBS client showed up second on the first page of search results for the competitive keyword.Measurements and metrics should be organized based on exposure. which leads to added revenue. meaning that social media posts appear in relevant search. Including tracking codes within links to your website allows you to track traffic generated from your social media sites so that you can more effectively market to your fans and followers. engagement measures active interactions and purchase intentions. Hard Metrics Hard metrics can include the impact on offline and online sales. Featuring links to your website on your information tab or within posts directs traffic back to your website so that users can pursue more information and book. process in realtime. Social media is also a valuable resource for CRM. Search engines. Hotels can use their social media platforms to gain customer feedback and evoke two-way conversation. perceptions. For example. and ROI/outcomes can be numerically measured through financial benchmarks. The Social Influence Marketing Score (SIM) measures the share of online consumer discussions about a particular brand and their sentiment (how much users like or dislike the brand when discussing). Marketers can also play around with different metrics to calculate lifetime value. which can be tracked after purchase. attitudes. Soft Metrics Marketers who focus too heavily on financial returns disregard the non-financial benefits of social media. Tracking these measures will help determine which types of social engagement bring in new customers. and leads generated. Qualitative effects of social media include: Relationship building Heightened brand awareness Increased visibility Sharing activity It is important to consider how social media serves as a cost-cutter.

on your website. Market the ability to “text to follow” in your eBlasts. where they are always connected to the outside world through their mobile device. you can use your mobile list to send out timely messages about last minute deals and interesting property updates. You can utilize different keywords that are associated with various interests to build segmented mobile lists that can be used to send out targeted marketing messages in the future. and measurable goals Post fresh content at least three times per week Engage users through open-ended questions. and direct messages Provide unique content on your Facebook and Twitter pages to heighten value and increase page views Utilize weekly creative posting themes to encourage regular page visits and deepen the brand relationship Implement a post series to build suspense. where you prompt users to text a keyword to a short code to be entered to win a prize. Final Thoughts In 2011. Not only are people utilizing the mobile channel to conduct search. This increases awareness and engages users. which deepens the brand relationship. As a result. Today’s consumers live in a digital age. When utilizing social media. it is imperative to consider multi-channel marketing initiatives that include social media and mobile. Consider: Featuring a mobile capture on your website and Facebook customized tab Running a mobile promotion Cross-promoting mobile initiatives on social media by posting a keyword and short code to your wall Encouraging users to “text to follow” Build your mobile list by featuring a mobile widget on a customized Facebook tab and on your website. generate buzz. despite the time of day or location. timely. Committing to social media activity and adhering to best practices will allow you to strengthen your marketing messages and broaden reach.How Can you Integrate the Mobile Frontier into your Social Media Strategy? It’s crucial that you integrate mobile initiatives into your 2011 marketing strategy. and browsing the web. elicit demand. prompts to “like”. and segmented call outs Interact with followers through @replies. and virally promote your page Gauge performance through hard and soft metrics Incorporate mobile initiatives into your marketing strategy to broaden reach and engage users 22 . Use mobile to increase visibility of your social media messages. Similar to your email list. in Facebook wall posts. but they are also sharing content. and peak user interest Run Facebook and Twitter promotions to build your fan and follower bases. Sending a promotional text broadens reach and increases visibility of marketing messages. consider the following: Formulate and adhere to a social media plan with specific. and in Twitter tweets. fill-in-the-blanks. Twitter allows non-account holders to follow specific accounts through SMS messaging. Cross-promote your mobile initiatives on your Facebook customized tab. consumers are virtually always accessible through text message. and on your social media platforms to extend reach to users who may not be avid Twitter account holders. mobile searches for travel-related terms increased 12 times and searches for specific hotel terms increased 30 times from 2009 to 2010. According to Google. comments. Run a mobile promotion to build your mobile list. interacting with friends.

If you are ready to conquer 2011 with the most comprehensive social media strategy. Facebook & Twitter Audit HeBS can audit your social media presence with specific recommendations to your social media strategy and goals.Questions? Contact the Experts. HeBS Social Media Monitoring HeBS can monitor your social media presence on an on-going basis. Discover your greatest strengths and weaknesses in 2010. and have HeBS’ social media experts set your goals and metrics for success in 2011. Have leaders in the industry engage your audience on Facebook and Twitter and watch your social media presence flourish as you receive detailed monthly analytics of your social media progress & success. and how to further engage your audience. there are other ways HeBS can assist. Facebook & Twitter Training With the fast pace in which social media evolves. As always. how to effectively build fans and followers. 23 . Set up training with HeBS social media experts for a deeper understanding on monitoring your social media presence. Feel free to reach out to your dedicated Account Manager with any social media questions you may have. there is always more to learn. HeBS is here to help.

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