177457 BRUZT NB18 SoMe Content Playbook e-brochure

SOCIAL MEDIA

P L AY B O O K

radissonhotels.com

INTRODUCTION • 02

— W H AT I S A S O C I A L M E D I A P L AY B O O K ?

SOCIAL MEDIA HAS HAD A HUGE IMPACT ON EVERY INDUSTRY IN THE WORLD WITH TR AVEL AND HOSPITALITY BEING NO EXCEPTION. By establishing a Content Playbook we want to create a consistent and documented approach to listening and engaging with our social community and how content should be presented within our social ecosystem, so it reflects the essence of our brand and what we stand for.

This Playbook will guide you when working with social media.

We encourage regular self-education to be up-to-date on social enhancement, best practices, successful social media integration and case studies.

Visit the Radisson Social Portal to stay up to date.

Password: bourget44

WHO SHOULD USE THIS DOCUMENT?

Anyone looking to create or promote content across Radisson Blu’s social channels should use this document to gain a better understanding of our approach to social media and how to create content according to the content buckets established within this guide.

KEY D R I V E TO W E B B R A N D AWA R E N E S S LOYA LT Y

OBJECTIVES — SOCIAL MEDIA OBJECTIVES The goal of social media is multi­purpose. One of the main goals of using social media is to help drive people to our website, and eventually make a booking. Purely statistically, the more people we can push onto our platforms, the more bookings we make.

Of course, another equally important function of social media is to increase brand awareness. By creating content that is of quality and ‘shareable’, we increase the visibility of the Radisson Blu brand. How familiar are people with the Radisson Blu brand across social media? Where and how can we increase our exposure? These are important questions when it comes to brand awareness.

Brand awareness is typically measured by looking at the reach and impressions gained by each piece of content.

Many social channels reward brands for good pieces of content by increasing the reach. Paid media support will also ensure that more people are exposed to our content within our target audience.

Social media is also here to create a conversation culture.

By engaging with our guests, joining in their online conversations and sharing guest content, we are making our guests feel valued.

At the end of the day, a valued guest becomes a loyal one and so we also support in driving loyalty to our brands.

— CONTENT GUIDE 05 Radisson Blu Brand 06 Design is in our DNA 07 Understanding Your Social Audience 08 Tracking 09 Tone of Voice 10 Visual Look & Feel 11 Content Ecosystem 12 Content Creation 14 15 16 17 18

Radisson Blu Content Buckets The Local Experience The Bleisure traveler Blu View Stylish design

19 User Generated Content on Social Media 22 Using Video on Social Media 25 Competitions on Social Media 27 S ocial Tagging and Link Shortening 30 Hashtags to Use 32 Useful Links 33 Social Media Templates

RADISSON BLU 1. DESIGN IS IN OUR DNA 2. UNDERSTANDING YOUR SOCIAL AUDIENCE 3. TONE OF VOICE 4. VISUAL LOOK & FEEL

BRAND

— DESIGN IS IN OUR DNA

RADISSON BLU BRAND • 06

We are truly passionate about delivering and driving unforgettable, stylish design, and we want our brand pillars; Memorable, Stylish and Purposeful to be the filter through which our guests experience our brand anytime, anywhere.

Please consult the Radisson Blu brand guidelines for more information, available on the Intranet library or Connect.

THE PILLARS SET FOR THE BR AND ARE:

This is the filter through which all our content should be viewed.

Everything must be a reflection of the brand DNA. MEMORABLE

STYLISH

PURPOSEFUL

— U N D E R S TA N D I N G YO U R S O C I A L AUDIENCE Understanding the social behavior and motivation of our target groups is critical. Social media is routed in rewarding people with content that they desire, based on individual interests.

IF WE WANT TO MA XIMIZE OUR RETURN FROM OUR CONTENT ACTIVITIES AND IMPROVE CONVERSIONS, WE NEED TO UNDERSTAND THE FOLLOWING:

• What are our guests interested in?

• What topics resonate best?

• When are they online?

• Which social channels do they spend most time on?

• What kind of posts do they engage with the most?

Keep in mind the audience of the content you share and take into account cultural sensitivities. Take the time to study your market and consider things like body language, clothing and alcohol as examples. In addition, stay away from controversial topics – there should be no reference to religion or politics.

The attitudinal target audience for Radisson Blu is confident individuals who switch effortlessly between business and leisure mind-sets. Educated and well-travelled, they recognize and value better service, attention to detail and like to be surrounded by style.

THE RADISSON BLU BRAND • 07

— TR ACKING

THE RADISSON BLU BRAND • 08

— EX AMPLES INSTAGRAM

It is important we track engagement and community growth on our social channels so that we know what content is working best by looking if our target audience is engaging with it. This in turn leads us to improve our content development for the brand keeping the guest at center stage.

Monitoring the Insights of our social media channels is key to ensuring we are sharing content our guests want to see and ensures we understand our audience.

Every social media platform has Insights you can refer to. For example, use Instagram’s Insights tool* to see when your followers are online which will help you know when to post and see your most engaging posts. On Facebook, see the Insights in the Business Manager.

Check out where your fans are from plus engagement and reach of your page posts.

WHY TR ACK ENGAGEMENT? In its simplest terms engagement represents the interactions between brands and people. On Facebook for example engagement is represented in likes, comments and shares. We must monitor our brand engagement as it indicates how strongly our audience resonates with our content.

WHY TR ACK OUR COMMUNITY GROWTH? We want to increase the size of our social community over time.

Monitoring the number of fans on each channel allows us to see how quickly new people are joining our community and whether the content that we produce is engaging. We aim to see a steady growth rate in our new fans and followers. * For Insights, ensure the hotel is set up on Instagram as a Business Profile.

Consult Playbook Appendix for more details.

FACEBOOK

— TONE OF VOICE

THE RADISSON BLU BRAND • 09

— EX AMPLES

LANGUAGE OUR BR AND TONE OF VOICE STANDARDS APPLY FOR OUR SOCIAL MEDIA PRESENCE:

• We express ourselves through thoughtful, memorable details. We know that what our guests will remember are the small thoughtful gestures that show our empathy.

• We speak clearly and calmly. We do not bombard our guests with meaningless adjectives.

• We are warm and welcoming, never cold.

• We write to actively engage the reader in conversation.

• We demonstrate though our words our ‘Yes I Can!’ attitude and our dedication to every detail of a guest’s experience.

• The ethos of the brand, Meaningful and Memorable experiences in Stylish spaces, is always transmitted through our words.

The Radisson Blu tone of voice reflects the brand’s unique, memorable, stylish and purposeful guest experience.

When we reach out to the upper upscale business or leisure traveler, we pay close attention to the small details that make a big difference.

Hotels should post in English language to broaden the reach of content posted. This can be supplemented in local language.

9 Open question encouraging engagement from followers 9 Warm and welcoming tone of voice 9 Fits into ‘Blu View’ content bucket showing off an incredible view from this hotel

— VISUAL LOOK & FEEL

THE RADISSON BLU BRAND • 10

— EX AMPLES

It is important to keep in mind that all social media content contributes to users’ perceptions of the Radisson Blu brand. We are an upperupscale brand and this must be reflected in our imagery and tone.

We are memorable, stylish and purposeful.

We only have a few seconds to catch people’s attention. Therefore, we must create social content that is eye catching and that people recognize as Radisson Blu content across our social media channels.

This will help us to drive the conversation within travel and design.

THE IMAGE IS THE FIRST THING THAT A USER WILL SEE. WE MUST CONSIDER THE FOLLOWING:

• Does this image align with the rules set out in the look and feel section?

• Does it align with the purpose of the post?

• Does it tell a clear story?

• Is it shareable?

• Have we credited the source of the image if required?

Hotels should focus on sharing photography from their own property and destination only. It is the role of the brand account to share multiple hotels and destinations.

NOTE: Although Instagram offers a wealth of filters, high quality photos we select for our Instagram feed should be able to stand on their own. Avoid filters overshadowing your image and never alter a guest image when resharing.

We recommend using this simple download tool: https://downloadgram.com

9 Inclusion of subtle brand clues through the visibility of the brand logo 9 Fits into the ‘Stylish Design’ content bucket by showing off the unique design of our hotel buildings 9 Shows off the hotel as being in a very central location (left photo)

As you move through the playbook, please make note of the visual examples that should be used as inspiration for the standard that we expect.

— CONTENT ECOSYSTEM

B RA ND C O NTE NT C RE ATI O N Guides • Im a g es • Video • Dea ls C a m pa ig ns • Info g r aphics • Event s

Social media can serve many functions. We are able to drive traffic to our owned channels which is key to achieving our business goals but we can also distribute the content from our channels in various formats across social too.

Positioning the blog and/or website at the heart of our ecosystem provides a destination for our social content and gives a greater chance to move users through the funnel and closer to our brand.

CO N T E N T HUB

Social channels are our distribution network for our owned content, with supporting initiatives and campaigns designed to interact with our customers and attract new fans.

Please bear in mind that social media is both give and take.

We should try to have a good balance of traffic driving posts as well as content that is designed to entertain, inspire and inform within the platform itself.

TRAFFIC

When creating a piece of content for social media consider what you want the audience to do. Do you want them to read a blog post, or visit a specific property page on the website? Be clear in your messaging so that people know what to expect if they click on a link.

TRAFFIC

HOW TO SELECT THE TR AFFIC DESTINATION FOR YOUR CONTENT?

E.g. radissonhotels.com, Radisson Blu blog

Search Engine Marketing

TRAFFIC

Content Marketing

— CONTENT C R E AT I O N ACROSS ALL OF OUR ACTIVE SOCIAL PLATFORMS

FOR HOTELS:

Facebook, Instagram, Weibo, Wechat and VK

FOR BR AND:

Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, VK and instant messaging.

WE NEED TO ASK

• Why are we on (platform name)?

• What are we trying to achieve?

• Who are we targeting?

• How are we incorporating the content buckets in each platform?

• What are the best practice methods that we can use for each platform?

When considering where to post on it’s also worth noting that we should not copy and paste content across each platform. It’s ok not to have every piece of content on every single channel. We must take a focused approach and select the platforms that best serve the objectives for that piece of content.

OUR APPROACH TO CONTENT CREATION We need to follow a content creation process in order to ensure that every piece of content we publish has a clear purpose. When activating and creating different types of content make sure: • Timings are aligned with other communication activities both online and offline • You have clear objectives, purpose and goals for the content • The activity is aligned with one of the content buckets • To follow up and analyze the results of the activity for future reference

CONTENT CREATION • 13

CONVERSATION STARTER What is the purpose for this piece of content? Is it routed in an insight or is it aligned with a trend, current news etc.

• Is it inspirational?

• An inside tip or advice on a destination?

• Is there an exciting event coming up?

CONTENT BUCKET Can we use a content bucket to guide the creation of this content?

(See next slide)

CONTENT CREATION

CONTENT OPTIMIZATION Are we monitoring the content’s performance and using those learnings to inform the next piece of content? Hotels are encouraged to use the individual platforms’ Insights tools.

F R A M E WO R K The content creation framework will help guide you through the content creation process.

By working your way through each step you should be able to create social media content that aligns with our objectives and provides value to our audience.

CONTENT TOOLS

What assets (images/videos/blog post) do we currently have that we can make use of or do we need to create a new asset? What is the best format for this piece of content and which channels will it work best on?

CONTENT CREATION Have we made sure to follow best practice?

(See examples throughout the playbook)

KE

RADISSON BLU

Y

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CONTENT BUCKETS The social value proposition is the value that we give people in exchange for interacting with us or sharing our content.

Radisson Blu’s overall social value proposition is to be the continuous source of inspiration for the modern traveler.

THE LOCAL EXPERIENCE T H E B L E I S U R E T R AV E L E R BLU VIEW

STYLISH DESIGN Please read through the content buckets and ensure that content is designed in line with the descriptions and examples listed in the following slides.

Our social value proposition can come to life through a set of content buckets.

Content buckets are designed to help with content creation as they act as themes for us to follow that align back to our social value proposition but also fit with our audience’s interests.

ID

E

THE RADISSON BLU CONTENT BUCKETS • 15

— EX AMPLES

— THE LOCAL EXPERIENCE We want to provide people with great content about local experiences they can have when staying at a Radisson Blu hotel.

We have hotels in great locations, close to many interesting cultural sights, tastes and sounds.

POSTS WITHIN THIS CONTENT BUCKET SHOULD CONVEY SOME OF THE FOLLOWING CHAR ACTERISTICS:

• Local influence within the hotel environment – food, design, art etc.

• User Generated Content

Blog content on hotel that uses local produce that guests can try!

Highlight a unique experience close to your hotel!

• Guestagram • The best hidden gems in close proximity to the hotel • Focus on local design driven experiences in your destination Always geotag the location or hotel on Instagram for increased discoverability of content

• Consider local activities targeted at families, a key audience of Radisson Blu

Use UGC to connect with your guests and highlight real experiences unique to your property.

THE RADISSON BLU CONTENT BUCKETS • 16

— EX AMPLES

— THE BLEISURE T R AV E L E R THE BLEISURE TR AVELER POSITIONS THE BR AND AS A TRUSTED ADVISOR TO MODERN BUSINESS TR AVELERS. Our key audience is confident individuals who switch effortlessly between business and leisure mind-sets. So we want to provide information that demonstrates some of our unique offerings that make their life easier. But we also want to provide information that helps them explore the destination while they travel for business.

(BUSINESS + LEISURE = BLEISURE).

• Radisson Meetings

• Super Breakfast

• Proximity to business parks, transport routes and equally, leisure landmarks

• Blu Routes

Use the photo caption to tell a story. Give guests a reason to want to extend their trip, such as rooms with a fantastic view in the hear t of the city.

Business content doesn’t have to be boring! Link this content to other content buckets like ‘Blu View’ and show off the view from a meeting room.

• Innovation within our hotels

Show that attention to detail we provide to our guests. After all, it’s the little comfor ts away from home that make the difference.

Tell your stories on the blog and consider destination tips nearby the hotel that a business traveler could see while in town.

THE RADISSON BLU CONTENT BUCKETS • 17

— BLU VIEW

— EX AMPLES

BLU VIEW IS ABOUT SHOWING OFF THE FANTASTIC VIEWS FROM OUR HOTELS, BUT ALSO SHOWCASING THE R ADISSON BLU SERVICE DELIVERY. The network of our official webcam partner Deckchair continues to expand as we work to showcase as many fantastic views across the Radisson Blu portfolio of hotels. This bucket also serves to showcase what Radisson Blu is about as a brand, and what we stand for.

POSTS WITHIN THIS CONTENT BUCKET SHOULD CONVEY SOME OF THE FOLLOWING CHAR ACTERISTICS:

Showcase our guests in photos so someone could imagine themselves enjoying the same view.

Show how we impact the guest experience and make memorable moments.

Get creative with how you show off your hotel view!

Share Deckchair webcam photos for an easy way to showcase unique views from your hotel.

• #BluView: Use this hashtag when sharing content from a Deckchair webcam, or other viewpoints from the hotel • Timelapses and photos from a Deckchair webcam* • User Generated Content: showcase views from the guest perspective • #RadissonCares: Consult the Responsible Business social guidelines and showcase our view on corporate responsibility • Yes I Can! Service: Show our view on service and how we go above and beyond for our guests to make every moment matter • Share guest reviews (template available on BAT)

* Considering an HD webcam for your hotel? Get in touch here.

THE RADISSON BLU CONTENT BUCKETS • 18

— EX AMPLES

— STYLISH DESIGN Use the blog to tell an interesting design story of your hotel.

This bucket is where we highlight the stylish aspects of the hotel, be it the lobby design or the design history of the hotel.

This is all about sparking curiosity, reminding existing customers why it is they choose Radisson Blu and highlighting how Radisson Blu is different. It can also touch on the same details that can be found in the location surrounding the hotel, be that fascinating architecture or stylish places to visit.

For example, you may want to highlight places to visit within walking distance of the hotel such as a design museum, iconic landmarks or viewpoints. These stories can be further amplified on the Radisson Blu blog.

Grab your follower’s attention with interesting angles of your hotels that capture unique design features.

• Centered on design • Close-up details Consider wow design features nearby your hotel to include as destination content.

• Highlight hotel renovations

Show off interesting design features of your hotel.

Be inspired by what guests take photos of most at your hotel, it can sometimes be a surprise what they find most unique!

U S E R G E N E R AT E D CONTENT

When it comes to imagery, social media can have different needs than a website or newsletter for example. Additionally, UGC provides the perfect opportunity for you to turn the conversation “inside-out” instead of “outside-in”, a major element of our overall social strategy. It demonstrates our commitment to putting our guests first and foremost, and is likely to be shared and engaged with much more than promotional content. So why is guest content so important? It’s authentic and much more credible than the brand telling the story. People place a lot of value now on peer recommendations and ultimately engaged and valued guests become loyal.

Our content vision is based on turning guests into ambassadors as they often make our hotels look better than we do!

ON SOCIAL MEDIA

ATTENTION! NEVER USE UGC WITHOUT CREDITING THE AUTHOR.

— G U E S TA G R A M

USER GENERATED CONTENT • 20

— EX AMPLES

A central element of our User Generated Content strategy is the Guestagram competition, a powerful incentive for guests to create high-quality photographs during their stays. Plus, it underlines the brand’s commitments to sharing our guests’ stories and experiences.

This is how it works: guests can win a free 100 Euro voucher to any Radisson Blu property. They participate by posting images on social media during their stays using the hashtag #RadissonBlu. Spread the word about Guestagram when sharing guest photos, for example ‘We love this photo from @xxx.

Be sure to share your best photo with #RadissonBlu for a weekly chance to win a €100 voucher!’.

Find out more and see the T&C here.

— U S E R G E N E R AT E D CONTENT (UGC)

Show photos that echo the design aesthetic of Radisson Blu, also with the subtle addition of the brand logo.

The Guestagram contest is not the only way to find UGC. Whenever you see a great guest photo on Instagram for example, you are free to ask the person who published it if you can use it.

Here’s an example of the type of comment you can write: “What a great shot! Would you mind if we share it on our social media channels and tag you for credit?”

Hotel tip!

Browse the Instagram geo location of your hotel to find guest photos taken at your hotel and make use of them in your feed.

Highlight photos with guests in to show a more authentic photo of your hotel.

USER GENERATED CONTENT • 21

— EX AMPLES

— BEST PR ACTICES MAKING A COMMERCIAL OFFER MORE PERSONAL Do you want to promote a special offer on social media?

Don’t use a flat, empty stock photo but a personal shot taken by a guest, adding authenticity to the post and making viewers wish they could have the same experience as the photographer.

Example 01

Example 02

Example 03

Example 04

See examples 1 & 2

CONNECTING WITH GUESTS

BY SHARING THEIR EXPERIENCES You don’t need a lot of text when sharing UGC. Let the photo do all the talking.

See examples 3 & 4

USING VIDEO

Video is the here and now of content marketing. It is naturally engaging and, in an age of information overload, it’s vital to offer easy to digest content or consumers will simply move on.

Video does this very well and is the most engaging form of content on social media today.

We recommend working with your regional team and Content Lab when creating videos in order to maintain branding standards.

Before doing so, make sure to review our video guidelines to ensure you’ve considered best practices. However, social media is all about being “in the moment” and making video on the go. If you are going to be doing the filming yourself using a smartphone, we recommend a few tips to make your video content more engaging.

ON SOCIAL MEDIA

EXPLORE OUR SOCIAL VIDEO GUIDELINES HERE

— G R A B AT T E N T I O N E A R LY It’s vital to grab your audience’s attention within the first few seconds of your video. You need to capture viewers’ interest within the first few seconds or they’ll stop watching and move on to something else. This forces you to be concise and get right to the point.

The ‘hook’ of your video is an important part of capturing interest, because it should explain why viewers should care or be interested. You should place hooks within the first or second frame of the video, before users have a chance to scroll away.

— F E AT U R E A C ALL TO ACTION What is the goal of your video? Goals require some sort of user action whether that’s getting people to visit your website or share your video. While viewers should get the idea of what you want them to do just from the video, you should always have a clearly stated call to action (CTA).

It’s most effective to place CTAs at the end of the video.

Consider a short sentence encouraging users to visit the blog/website using a short URL or feature a hashtag.

Ending the video with the hashtag and brand logo is a best practice.

USING VIDEO ON SOCIAL MEDIA • 23

— EX AMPLES

— VIDEO LENGTH & A U T O P L AY

USING VIDEO ON SOCIAL MEDIA • 24

— EX AMPLES

BEFORE YOU GET STARTED SHOOTING OR EDITING YOUR VIDEO, CONSIDER THE OPTIMAL VIDEO LENGTH FOR SOCIAL SHARING. Consult the video guidelines here.

In general, the shorter videos the better for maximum impact.

If you’ve created a longer video, consider splitting it up into short snippets under 30 seconds which will be shareworthy on social media. Remember the average attention span of a viewer is very short, so we need to tell the message quickly and get our key information out at the beginning of the video. Sharing video on Facebook allows users to easily interact and share the content – it’s no surprise a great portion of a user’s NewsFeed is filled with video content as autoplay has made it the most engaging type of content to share.

Twitter, Facebook, and Instagram offer Autoplay as a feature. When users scroll through their news feeds, your video automatically plays as it passes over their screen. This encourages users to watch your video, because it’s already playing. Feature movement within the first few frames to enhance the Autoplay feature and grab attention quickly.

TIP:

For Facebook, upload videos natively and not via a YouTube link to optimize the way the video appears in a user’s news feed. You can also optimize your video by uploading a thumbnail. Visit the Brand Artwork Tool for social media templates.

Deckchair webcam content is perfect video content!

Share a timelapse and ask the Content Lab for a branded outro.

If your hotel is interested in a Deckchair camera, please contact the Social Media team.

COMPETITIONS

ON SOCIAL MEDIA

COMPETITIONS ON SOCIAL MEDIA • 26

Competitions are a great way to activate your followers, encourage engagement and generate UGC. If you do plan to run a contest we recommend using Instagram or Facebook to run the competition.

For example, our brand Guestagram contest that is run through Instagram but promoted across ALL social media channels.

However, it is important to note that to move forward with any contest for social media you need to comply with local, state, federal rules along with guidelines of that platform.

— COMPETITIONS ON SOCIAL MEDIA

Hotels that violate platform guidelines for promotions and contests are subject to having the campaign removed.

Hotels risk having their social pages shut down. If an account is deactivated for violating policy, it may be that it is not possible to reinstate the page and the hotel will lose all fans and history..

Hotels that are interested in running a contest on Facebook must consult with their Area Office and legal counsel.

Draft Terms & Conditions for your promotion ready for review and verify competition laws in your country.

Please visit the Facebook Help Center for their promotional guidelines facebook.com/promotions_guidelines.php Please visit the Instagram Help Center for their promotional guidelines help.instagram.com/179379842258600 Also, please remember, a social media channel’s guidelines are in addition to any legal requirements the hotel must comply with for the contest.

EXAMPLE

S O C I A L TA G G I N G

AND LINK S H O RT E N I N G

SOCIAL TAGGING AND LINK SHORTENING • 28

— EX AMPLES

— SOCIAL MENTIONS

Location tagged

Social networks allow us to tag other social accounts when posting.

It can be beneficial to mention other people / brands we work with on these networks.

We should also always tag to give credit to the original source of any 3rd party content.

Make sure to @tag relevant accounts in your social updates. This will build a stronger link between your partners, influencers and increase the perception of Radisson Blu as a social brand.

It will also increase the likelihood of shares, increasing engagement and performance of activity. Make sure that the person/page, brand or relevant business partner you’re tagging is relevant to your local market and the account details are correct as there are often multiple accounts for many brands.

Hotel tagged

SOCIAL TAGGING AND LINK SHORTENING • 29

— EX AMPLES

— LINK TR ACKING + S HORTE N I NG Please make sure to always shorten links that are visible when shared on social media as tracked links can be very long and look unprofessional if shared in full.

On Facebook, if you have pasted a link in order to generate a link preview post (for example when sharing a blog post), please remember to then delete the link once the preview appears. If you are posting a photo with a link, ensure that you have explained what people will see when they click the link with a clear Call To Action.

On Facebook, if you are boosting a post through paid advertising, you also have the opportunity to add a link under the content as per the example to the right.

Links must always be tracked so that analytics can be drawn from social activity. Click here to learn more. (Password bourget44)

Shortened link that tells user where they will go.

H A S H TA G S

TO U S E

— H A S H TA G S Branded Hashtags are a great way to engage with audiences and garner exposure for Radisson Blu. This is also where a lot of content is sourced to be featured on the brand channels, so more chance of visibility for your hotel.

HASHTAGS • 31

— EX AMPLES Add extra hashtags for discoverability in a comment

Share only a few key hashtags in the main caption on Instagram

• Always use: #RadissonBlu •C apitalize the first letter of each new word to make it more readable DO

• Supplement posts with the use of trending and relevant hashtags • Monitor our own and other popular hashtags.

On Instagram, follow relevant hashtags from your hotel account to see them appear in your feed.

• Keep hashtags short and clear

DON’T

• Overuse hashtags. Each hashtag must have a clear purpose.

• Captions should be easily readable. Keep focus on the story you’re trying to tell. Hashtags should compliment the story, not dominate it.

Instagram hashtag example HASHTAGS TO USE:

#RadissonBlu #RadissonHotels #BluView

— USEFUL LINKS

USEFUL LINKS • 32

CLICK BUTTONS TO DOWNLOAD

Radisson Social Media portal

Stay up to date with all campaign content and social media guidelines from the Social Media team. (password bourget44)

Social Media templates

Visit the Brand Artwork Tool to see available Social Media templates or contact the Social Media team.

Video Guidelines

All you need to know for video.

Check out the YouTube and Social Media video guidelines.

Radisson Blu Brand Book

Consult the Radisson Blu brand guidelines via the Intranet or Connect.

Deckchair Webcam request

Interested in signing up for an HD webcam to showcase your hotel view?

— S O C I A L M E D I A T E M P L AT E S

SOCIAL MEDIA TEMPLATES • 33

WE’VE CUR ATED A SERIES OF R ADISSON BLU BR ANDED SOCIAL MEDIA TEMPLATES FOR HOTELS TO MAKE USE OF ON THEIR HOTEL CHANNELS. Visit the Brand Artwork Tool or contact us. Below is a selection, but these are reviewed and updated regularly.

— EX AMPLES

Facebook Cover Photo

Various social media channels Share a guest review

YouTube Video Thumbnail

Instagram Story 1. Share the latest blog 2. Promote the Guestagram competition

Contact Sophie, Alicja, Silvia + Anne-Marie at

social.media@radissonhotels.com

radissonhotels.com