Social Media Marketing Communications
February 2012Boston University
Leora Lanz HVS ITT Sheraton Hotels of New York The Greater Boston Convention & Visitors Bureau Four Seasons Hotel Boston Boston University Cornell University
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Social Media is not about technology; it’s about relationships. Social media is not about , or ; it’s about the experience.
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Social Media
Businesses to reach consumers, clients, employees Important to the hospitality industry Applicable to all businesses Integrated into overall marketing communications and
sales plans
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Hospitality Marketing Department
Social Media/Community Manager Position Integrated Consistent Property Level vs. Corporate Level
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Communication Model Formerly only push strategy, now push & pull Engagement Marketing vs. Interruption Marketing Engage the audience in a dialogue
Receive feedback Connections are more important than impressions
www.milestoneinternet.com
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Trends Shift in trust in last few years from institutions to communities
Reliance on WOM and e-WOM, UGC Data-monitoring and Blog-Monitoring
- Listen- Respond accordingly on behalf of the company- Respond quickly- Stop a problem before it starts
http://www.savvyhoteliers.com/ www.igougo.com
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The Brand of “You” Personal Brand Professionalism
Personal vs. Professional Balance Personal reflects professional Difficult to separate the two, so convergence is necessary
• Still have fun! Certain social media sites are more appropriate for
different relationshipsFor example…
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Communications Guidelines
Be relevant Alter/reposition content to fit needs of different audiences Not necessary to create completely new content all of the
time. Tailor it for:- Fragmented audience- Different platforms
Be specific Be respectful Don’t oversell/promote
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Communications Guidelines (cont’d)
Honesty/Authenticity Full disclosure
Be Careful/Double Check
Quick Response Time ASAP Less than 24 hours
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Hospitality and Communication Best Practices
Be familiar with hotel and operations Answer questions
- (amenities, rates, packages, attractions, etc.)
Truly enjoy and understand the brand personality, and truly enjoy connecting with guests
Be familiar with the brand and brand personality Vision, Mission, Goals
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Hospitality and Communication Best Practices(cont’d) Apply marketing savvy
Apply advertising and public relations experience and skills
Media-Savvy Be familiar with various forms of social media available
(e.g., LinkedIn, Xing, Facebook, Twitter, FlickR, YouTube, Hulu, third-party media such as Yelp and TripAdvisor, the hotel brand’s home site)
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Hospitality and Communication Best Practices(cont’d) Techno-Savvy
Understand how to utilize the tools available Understand applications
Possess good communication skills Internal and External Writing ability Professionalism
Creativity is important Find connections
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Hospitality and Communication Best Practices(cont’d) Social Media Policies
Be Respectful and Professional Protect confidential information Don’t forget that YOU are your own brand Be aware of policies specific to your company
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Conclusions
The landscape is always changing
Many opportunities lie in social media Growth
Social Media itself Brand
Engage guests R&D Improve brand/property image
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Other S.M. tips:
Align your S.M. within an overall marketing campaign; Understand who you are speaking with; understand who are
your influencers and key decision makers; Use Google Analytics to see what key search words are, and
use them when speaking to your influencers;
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“Your Most Unhappy Customers are Your Greatest Source of
Learning”….. Bill Gates
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However……
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