Social Influence Action Plan

Konfidentiel Hotel****, Paris

Facebook Group : not very

active, only 151 members.

Facebook Page : No

information about the

company, no pictures, only

1 Like.

Website : Design, Clear

& Functional.

No Twitter Account

No Google+ professional page

Only two videos posted on Youtube

Localization in Google Maps

Well ranked on Tripadvisor but only 20 comments.

Current Online Presence

Social Media Virtuous Cycle

Monitor Social Media

How

Read all reviews from all the sites for a public guest

satisfaction analysis

Monitor every mention of the hotel on every website & social

network

Benefits

Learn what guests really love/hate about the hotel

Prioritize investment regarding guests’ comments

Protect the hotel’s reputation

Anticipate problems

Social Media Engagement

Develop Facebook and engage to Twitter

Social Influence Action Plan

Respond to guests inquiries

Influence potential guests

Entertain followers distributes promotional offers

Comment on Forums, Articles & Blogs

Promote the hotel on relevant stories

Provide helpful information where relevant

Encourage more Guest Reviews

Promote on website and social networks

Add links to emails (signatures, survey, newsletters)

Respond to Reviews

Respond to concerns and issues

Amplify and express gratitude for positive feedback

Maintain Content on 3rd

Party Sites

Keep hotel’s description and photos up-to-date on all OTA’s

and travel guides

Benefits :

Influence Brand perception

Gain market share

Increase exposure

Build fans & increase loyalty

Influence brand positioning

Drive incremental bookings

Increase revenue

Better communicate the unique advantages of the hotel directly to

consumers

Measure your Influence

The number of likes you have on Facebook

The number of followers on Twitter

Klout score

Incoming Traffic : Pageviews, Incoming traffic from search engines,

RSS subscribers

Incoming Links : Primarily manual links such as blogrolls, in-post

deep links

Reader Engagement – Internal searches, time on site

Recommendations – Retweets, share stats

Connections – Number of mutual connections, number of mutual

connections on multiple sites

Track Record – Age of domain, number of blog posts, length of

engagement

Engagement – How often and long a person has engaged with a

service online

MGM Grand, Las Vegas : Well managed page and lots

of varied content in a huge hotel.

Marriott International Twitter account

Example of Successful Social Media Management

Seven Hotel, Paris : Plenty of interactions and lots of

experience sharing

Four Season Hotels & Resorts’ page on Google+