Hotel customers are today documenting every micro-moment of their journey. Do you listen, measure and scale every micro-moment of the customer journey?
When you are trying to prove the value of Social Media Marketing to your Hotel operators, owners, asset managers or management team you can’t afford to lose their attention.
Today Hotels, in general, understand the value of Social Media Marketing. And as technology, tools, and strategies have improved over the years we have seen how it has impacted Hotel demand, reputation, occupancy, and revenue.
And still, we experience Hotels is not allocating proper training, resources, and strategies for their team members.
From a Social Media Management perspective, we must help listen, educate, measure and help the Hotel share valuable information that adds value to the customer journey.
There are critical parts of every micro-moment that has to be thoroughly documented, analyzed and seen in a relevant context.
Also understand that Hotel operators, owners, and asset managers don’t care about the details of your day-day details about Social Media Marketing. They are more interested in knowing how Social Media Marketing efforts will impact occupancy and revenue.
General managers, Director of Sales and Director of marketing will need more day-to-day details and knowledge about Social Media Marketing.
It is critical to creating reports that put vanity metrics and actionable metrics in context with your Hotels online reputation. Ultimately you want to improve your online reputation, this will increase pricing power and occupancy for your Hotel.
We help dedicated Hotel Managers with a structured sequence of content that creates instant momentum. Learn more about how we can help.
Understand and measure the context of content
Measuring Social Media Marketing performance has been difficult for many Hotel marketers.
When we deep dive into the cause of this obstacle we learn there often is a disconnect between the data that is being tracked and the Hotels objectives.
It is important to understand what type of data in the customers micro-moment that really matter.
| Analyze | Customer Impact | Metric |
| REACH | Customers are exposed to the Hotel brand at any micro-moment. | Impressions (Organic, paid and earned) |
| RESPONSE | Customers actively respond to the Hotel brand message at any micro-moment. | Clicks on Links |
| ENGAGEMENT | Customers actively engage with Hotel brand content at any micro-moment. | Social Proof (likes, followers, connections, comments, shares) |
| CONNECTIONS | Customers actively connect with Hotel brand by following, subscribing and becoming loyal customers. | Call to Action – Bookings |
We help dedicated Hotel Managers with structured sequence of content that creates instant momentum. Learn more how we can help.
Structure the sequence of your Hotel content in a relevant context
I get it, animals are cute, and I and my wife rescued horses, dogs and cats.
And it is incredibly tempting to use cute animal pictures when post content on your Hotel Social Media feeds.
Whatever strategy or content you put up in your Hotels Social Media feed have to be in a relevant context.
Certain images or videos will stir up the engagement for your Hotel.
Using content in relevant context does not require a lot, but it is a superb recipe for creating some magic micro-moments.
Once you have a structured sequence putting relevant content into context in place that regularly collects your Social Media performance data, then you can focus on analyzing what content, campaigns, and channels are driving the most value. You can break down the highest and lowest performing posts by:
• Click on links
• Social Proof
• Call to Action “Book Now” clicks
• Bookings completed
When research and study Hotels Social Media ‘Call to Actions’ we experience the biggest disconnect happens after the Call to Action “Book Now” clicks.
A shift from SELLING to TELLING
Now, who wants to tell Hotel operators, owners, and asset managers they can’t use Social Media Marketing for direct sales?
Going into a meeting with Hotel operators, owners, and asset managers talking about engagement and building relationships can be a challenging task for anyone.
Today we can’t depend on just measure the clicks. What we learned that what happened after customers click on ‘Book Now’ many Hotels tend to shift their message. They end up trying to sell the customer a message they no longer can relate with.
This is not the time to confuse or disappoint the customer.
The customer uses their micro-moments to tell their story. You Hotels job is to become part of this story and influence their behavior.
When they click ‘Book Now’ it is essential that your Hotel end this chapter of the story transparently and seamlessly. Take them to a dedicated landing page where you easily can measure bookings completed.
Here are some common chapters Hotel operators, owners, asset managers want to scale:
• Brand awareness
• Increased quality inbound traffic
• Improve Search Engine Optimization
• Higher Conversions – increased Direct Bookings
• Customer Performance
• Customer Experience – brand loyalty
• Brand authority
• Improve transparency
• More Cost-effective
• Grow marketplace insight
• Become a thought leader for the Hotel Industry
• Increase occupancy and revenue
Customers today are not very interested in your Hotel, they are more interested in what you can do for them.
So, your Hotel story needs to refer to customer pain points you remove, problems you solve, opportunities you help them capture, or result in you achieve for them.
When the customer arrives at your Hotels landing page name the service and solution which you are going to bill them for.
Don’t measure everything! Measure Intent!
Measuring everything is similar to measuring nothing.
Hotels can impact every micro-moment of the customer experience.
As indicated, there are critical parts of every micro-moment that has to be thoroughly documented, analyzed and seen in a relevant context.
You should only measure things your Hotel have full intent to change!
This is why it is so critical that your Hotel structure the sequence of your content and apply it in a relevant context.
No Hotel can change everything. Key performance indicators will represent patterns that can be identified through the data your Hotel collect.
The real test never lays in Social proofs, or even in actionable metrics. The real magic happens when the customer starts sharing valuable micro-moments about your Hotel and come back bringing with them their friends and collogues.
We help dedicated Hotel Managers with a structured sequence of content that creates instant momentum. Learn more about how we can help.
Measuring and listen to Social Media ROI is key for your Hotels Social Media Marketing strategy. It also shows you what’s working and what’s no, allowing you to shift resources and tactics to be more effective.
Hotels need to listen and measure vanity metrics and actionable metrics.
Vanity metric represents likes, followers, page views and subscribers. This type of metrics is valuable as a Social Proof, but if you don’t put them in context with actionable metrics, they have no real purpose. It might help your Social Media profile look good, but I have yet to experience consumers make a direct booking as a result of just having a good-looking profile.
Putting vanity metric into context is when your Hotel looks at how if it generates any bookings, and then see this in connection with Revenue per available room.
Advanced technology and tools with allow your Hotel to listen and measure to every micro-moment, but without action in relevant context it will do no good.
Be flexible and identify new ways to reach customers.
As customers 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.
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Try something new it will magnetize your Hotel!
Be flexible and identify new ways to make guests happy.
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
