Post on 08-Feb-2017
HOTEL TRAINING
Stephanie Weeks
@stephanieweeks
Let’s Be Social!
@VisitPlano
Why do travelers turn to social media?
Destinations: 27% Hotels: 23% Activities: 22%
Attractions: 21% Restaurants: 17%
TOPICS
• What makes social media content viral?
• How to develop relevant content
• The Do’s and Don’ts
• How to Listen and Engage
• How to Think Like Your Audience
• How to Get Your Staff Involved
• Building a Tribe
How to Develop Amazing Content
One my favorite books:
Contagious-
Why Things Catch On
By Jonah Berger
Social Currency
Status by association. People like to look smart, funny, and in-the-know, so they talk about things that help them portray a positive image.
What at your hotel makes people look good?
Video: Let it Blend
Triggers
People talk about things that are top-of-mind. Using subtle reminders to help them think about your idea will make them more likely to share.
How can you remind people of your hotel?
Video: Hump Day
Emotion
High arousal emotions—like excitement, anger, and awe —fire people up. This activation, in turn, drives them to share. When we care, we share.
What strong emotion could you use to fire up your guests?
Video: Go Ape
Public
People often imitate others. But you can’t imitate what you can’t observe. Making behavior more public enables social influence. Built to show, built to grow.
What is everyone else doing?
Facebook Events
Practical Value
People share things to help others, whether it is advice on saving time, saving money, or making them healthier. News you can use.
How can you help your guests?
Stories
Stories are like Trojan Horses: Information travels under the guise of idle chatter. People are more likely to share a memorable story than a list of technical facts and features about a product.
Is your hotel part of a cool story?
Why a bunny got a hotel stay
Lost his ownerSpending the Night Spa Day
Happy Ending!
Let’s Take a 10 minute Break!
Content Ideas
* Beautiful imagery * Behind the Scenes
* Ask questions * Support other businesses
* Record a short video * Local events and tourism
* Share your events * Tell a Story
* Competitions * Special and packages
* Celebrate the wins * Feast your eyes on this
* Meet the Team
What is new in Plano?
Let’s Take a 10 minute Break!
Do’s for Social Media
• Listen
• Define your target audience
• Think and Act like your consumer
• Invite your customers to be your fans
• Engage
• Respond quickly
• Be authentic
• Be honest and transparent
Listening and Engaging
• Tools: Buzzsomo, Tweet Deck, Sprout Social, Buffer, Hootsuite, etc.
You have what your competitors don’t.
Your Employees!
Your people can be your advocates
Video: Duluth
Don’ts for social media
• Delete negative comments
• Sell in every post
• Post bad photos
Video: The Breakup
Let’s Partner Together!
• Tribes
• Editorial Calendar
Editorial Calendar
Thank you!
@VisitPlano