Gaining Social Media Mastery is a complex process. It requires a set of frameworks that will guide your Hotel in the right direction.
Hospitality Gone Social Mastery Context
Content Marketing: Content marketing is the creation and distribution of relevant and valuable material (such as videos, blogs, and social media posts) that does not explicitly promote a brand, but instead is intended to stimulate interest in its products or services by a clearly defined target audience with the ultimate objective of driving revenue.
Content appeals to the rationale – What and How.
Context Marketing: Context marketing is delivering the right content, to the right people, at the right time, in the right channel. More specifically, it is presenting your content in a place and time so that your target audience finds it useful and noteworthy.
Context appeals to the emotional – Why.
Data + Content = Context
Content + Context = Information
Information + Context = Knowledge
Knowledge + Context = Mastery
Every piece in the Hospitality Gone Social Mastery Framework will lead towards Hospitality Gone Social Mastery.
Hospitality Gone Social Mastery
Social Media success is built up on three key pillars:
- Foundation
- Funnel
- Amplification
In most cases today Hotels wants to skip directly to the “HOW”, with little or no knowledge about “WHAT, WHY, WHO”.
The principles behind the Hospitality Gone Social Mastery is to understanding where to start.
This requires a framework that maps out proven steps that will take your Hotel in the right direction.
And this will allow your Hotel to overcome existing conditions in the industry. In the end, you want to become a vibrant innovative Hotel that is highly profitable.
Hospitality Gone Social Foundation
You undoubtedly want visitors that come to your Hotels website from Social Media to take certain actions. Maybe you want them to make a direct booking, sign up, or fill out a form. When someone does something you want them to do, it’s known as a conversion. The visitor converts from browsing to taking the action you want them to take.
A Hospitality Gone Social Mastery Framework is built on the mechanism and principles that bring people into three key channels. The three channels are Foundation, Funnel, and Amplification. This will identify the patterns that will make sense of the engagement process.
The key is to understand how your Hotel can flip the funnel so it becomes a megaphone where the community amplifies your message.
With Social, you need to be quick and direct to generate awareness. Use powerful words or some pictures that will catch the reader’s eye and make them stop and read what you will say next.
It all starts with awareness.
Through awareness, you want to focus on content that entertains and trigger your audience emotion.
“You don’t’ need to be on them all, just the one that matters to both you and your audience.”
I worked both as a Social Media Manager and Consultant. And one of the more common challenges I run into is that many Hotels believe that it is a requirement more or less to have a presence on more or less every Social Network.
Pick ONE!
This is the key to Social Media success. Many Hotels tend to pick 3-4 Social Networks. This is going totally overwhelm you. Start with learning one Social Network first.
One of the most important tasks your Hotels and Resort starts with on Social Media is to define your Social Profile.
A complete profile shows professionalism, cohesive branding, and it is a signal to visitors that you’re serious about engaging.
The key to a successful Social Profile lays in developing stories that inspire the visitors.
And this is where I often see Hotels miss out. In most cases, their Social Profile is set up as an advertising channel instead of telling a story.
Hospitality Gone Social Funnel
We also have to put information in a context. This will help you build vital knowledge about the data that will matter both for the customer and your Hotel.
If you’re Hotel is looking to improve your Social Media content now is the time to take back control again.
- Plan your content marketing projects ahead of time
- Organize your content in an efficient way
- Effectively execute your content marketing strategy
A Content Management system will allow your Hotel to get more done, more easily, with less stress.
A big part of succeeding with Social Media is to learn from others.
Many Hotels waste time trying to reinvent the wheel. Yes, mistakes will happen but we want to limit them as much as possible.
Start with model others in the Hospitality Industry. Add the things you believe they do right to your own Social Media Marketing strategies.
One piece of advice here. Don’t copy! This is a huge no-no.
Capturing and embrace content and data in a consistent matter is among one of the top challenges for Hotels today.
Hotel needs to focus on data integrity, and start collecting, manage and store information. Often, we see Hotels which focus on traditional Hotel Marketing, and they have no real strategy to integrate this with Social Media.
This will make it very difficult to analyze both sets of the data in a consistent matter. And it will end out in the data working against each other.
Small changes can create a significant impact on your Hotels Social Media performance.
Brands that have success with Social Media today follow a proven framework that assists them with shifting to a new mindset.
Hotel Gone Social Amplification
The most successful brands have understood the real value of Social Communities.
An awesome Social Community typically has three types of people in it. There are;
Connectors – know a large number of people and who are in the habit of making introductions.
Mavens – information specialist – content curators that connect us with new information.
Sales People – persuaders – Implements powerful Call To Actions.
Optimizing your Hotels Social Media profile is a common missed opportunity I often see.
It’s vital to have your Social Media profile correctly optimized for some SEO best practices to maximize conversions.
First of all, there is a correlation between a well-developed Social Media presence and your Hotels search rankings and in the end, the Social Media profile becomes a “second home page” for your Hotels online business.
Hospitality Gone Social Mastery Framework
Hotel needs to focus on data integrity, and start collecting, manage and store information. Often, we see Hotels which focus on traditional Hotel Marketing, and they have no real strategy to integrate this with Social Media.
This will make it very difficult to analyze both sets of the data in a consistent matter. And it will end out in the data working against each other.
Small changes over a period can create a significant impact on your Hotels Social Media performance.
Brands that have success with Social Media today follow a proven framework that assists them with shifting to a new mindset.
Social Media Mastery follows a proven framework that model new customer patterns.
If your Hotel implements small sustainable changes Social Media Mastery will be achieved.
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As guest behavior and pattern continues to evolve, expectations will continue to rise. Navigating these changes can be challenging. Learn more about how we can help your Hotel.
About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
