Social Influence Action Plan

Social Influence Action Plan

Konfidentiel Hotel****, Paris

Current Online Presence

 Facebook Group : not very active, only 151 members.

 Facebook Page : No information about the company, no pictures, only 1 Like.

 Website : Design, Clear & Functional.

 No Twitter Account  No Google+ professional page  Only two videos posted on Youtube  Localization in Google Maps  Well ranked on Tripadvisor but only 20 comments.

Social Media Virtuous Cycle

Social Influence Action Plan

Monitor Social Media  How  Read all reviews from all the sites for a public guest satisfaction analysis  Monitor every mention of the hotel on every website & social network

 Benefits  Learn what guests really love/hate about the hotel  Prioritize investment regarding guests’ comments  Protect the hotel’s reputation  Anticipate problems

Social Media Engagement  Develop Facebook and engage to Twitter

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Respond to guests inquiries

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Influence potential guests

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Entertain followers distributes promotional offers

Comment on Forums, Articles & Blogs 

Promote the hotel on relevant stories

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Provide helpful information where relevant

Encourage more Guest Reviews 

Promote on website and social networks

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Add links to emails (signatures, survey, newsletters)

Respond to Reviews 

Respond to concerns and issues

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Amplify and express gratitude for positive feedback

Maintain Content on 3rd Party Sites 

Keep hotel’s description and photos up-to-date on all OTA’s and travel guides

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Benefits :  Influence Brand perception  Gain market share  Increase exposure  Build fans & increase loyalty  Influence brand positioning  Drive incremental bookings  Increase revenue  Better communicate the unique advantages of the hotel directly to consumers

Measure your Influence  The number of likes you have on Facebook  The number of followers on Twitter  Klout score  Incoming Traffic : Pageviews, Incoming traffic from search engines, RSS subscribers

 Incoming Links : Primarily manual links such as blogrolls, in-post deep links

 Reader Engagement – Internal searches, time on site  Recommendations – Retweets, share stats  Connections – Number of mutual connections, number of mutual connections on multiple sites

 Track Record – Age of domain, number of blog posts, length of engagement

 Engagement – How often and long a person has engaged with a service online

Example of Successful Social Media Management

MGM Grand, Las Vegas : Well managed page and lots of varied content in a huge hotel.

Marriott International Twitter account

Seven Hotel, Paris : Plenty of interactions and lots of experience sharing

ur Season Hotels & Resorts’ page on Google+