Did you know that when it comes to Social Media content metrics, there are hundreds your Hotel could be analyzing? But the real question is, do you know where to find them and are they all necessary for your Hotel?
The effect of Social Media and user-generated content on Hotel performance has been strengthening over the years. This comes because more Hotels are starting to implement effective Social Media strategies.
Identify Content
This is where I set out my unique value proposition. Here I define the consumer personas that I plan to target my content with. When I know this then I can start to implement a listening process that helps me find content that will add value to my targeted market segment.
Collect Content
After I identified my target market I start to curate content based on themes and topics that I found important to my consumer personas. Pocket is one of the most valuable tools that help me sort out valuable content I have curated.
Distribute Content
I use a Content Calendar for distributing relevant and valuable content.
I use the Content Marketing Matrix for Hotels when I set up Content rules. That makes it easy to implement strategic content for my Content Calendar.
I like to follow the “80/20” rule for Content marketing. This rule says only 20% of the content will directly promote your Hotels products or services. The other 80% can be topics related to your brand, or things that you have strategically planned that your audience find will add value to their experience.
Measure Content
But at the end of the day, what matters to Hotel Owners and Managers is to see how Social Media impacts the overall Hotel performance.
Your Hotels content goals should determine your content objectives, which should, in turn, determine the key performance indicators (KPIs) you measure.
1. Audience Growth Rate
Start tracking your Social profile audience growth rate. Instead of focusing too much on followers, friends, connections, and likes, this allows you to track how your content marketing efforts impact growth.
Learn what type of content that impacts your Hotels Social Media Momentum.
2. Engagement Rate
You need to be able to identify that your Hotel is speaking to your consumer personas.
Compares your Social post engagement with your overall follower base. At this point Likes, Shares, and Comments provide valuable data.
Some example of data your Hotel can measure here;
- Likes per post
- Shares per post
- Comments per post
- Clicks per post
3. Visitor Frequency
Google Analytics will let your Hotel track website referral traffic from Social Media, see what percentage of overall referrals come from Social Media, and determine the frequency rates of your visitors.
4. Social Media Conversion
Beyond getting visitors to your Hotels website and then getting them to return, you should clearly define goals for how you want these visitors to convert into direct bookings or other desired actions.
5. Customer Service
One of the more interesting effects of instant Customer Service is this empowers the customers in ways Hotels has not experienced before.
Several of the top Social Media brands that provide dedicated customer service through Social Media has experienced a growth of 20 percent per year.
Discover the real value of the number of service concerns resolved through your content.
6. Brand Awareness
Position your Hotel by building an engaged audience.
- Social actions
- Voice
- Views across Social platforms
- Earned Media
- Brand mention by consumer personas
7. Customer Experience
Customer Experience has today replaced the traditional Hotel Loyalty programs.
Product and service knowledge has become an ongoing education process where savvy brands today use their influencers, advocates, and fans to help with share valuable information.
Earned traffic is one key factor to success today.
Important metrics here are:
- Return visitor ratio
- Email subscribers
- Social following growth
- Average pieces of content read by current customers
- Inbound Links
- Website traffic
8. Content Funnel
All content today leads through a funnel. Your Hotels job is to create content that drives high-quality leads through the funnel until they become customers.
Content will only become valuable when your Hotel can direct it through a funnel where you can measure each step in the funnel.
Sample metrics here can be:
- Opportunities
- Search traffic
- Lead conversion
- Return visitors ratio
- Qualified Leads
- Time to conversion
- Cost per customer
- Click-through rate
9. Amplification
Happy employees, guests, influencers, advocates, and fans are your allies for driving more direct bookings to your Hotel.
It is important to track when someone shares your Hotels content, but when the value of your content will experience amplification on another level when influencers start to share your content.
The key is to create more than one consumer persona. I also create influencer personas to help me with content through the various stages of the content funnel.
It is critical to separate these metrics so I have proper control of the content, and that any given campaign is working accordingly. If not then I need to be able to make quick adjustments.
One crucial principle to understand when you take consumers through the Hotel Content Funnel is to combine the Happiness Factor with Community.
Customer Experience is the fulcrum that helps pull the consumers through the Funnel.
We are in this together!
I need to let you all know that we are in on this together. If you need to vent, talk, cry, or just have some to talk with then I am here listening. Since I am working part-time at the local Kroger, I will to the best of my ability to work it out around my schedule.
But you can reach me here:
Email: hotelblogger@aremorch.com
Also, join us at our Facebook Group – Hotel Social Media Community
We will get through this unprecedented event together! #hotelstrong #hospitalitystrong
For any specific information on COVID-19, I recommend go to CDC, WHO, AHLA, AAHOA, and HSMAI. Also, follow information from your local authorities.
NOTE
We are starting to reopen some hotels again (Yay!!!). Make sure you follow their guidelines and say THANK YOU to those that now show a unique spirit to serve, and helps us all get through this!! #hotelstrong #hospitalitystrong
About Are Morch
Hi, I am Are Morch. Your Digital Marketing Coach and Customer Experience Expert that specializes in creating effective digital customer experience offer for hotels while growing and scale customer acquisition and revenue.
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