SOCIAL MEDIA ROISocial Media is dead.

Long live Social Media ROI.

Agnès Lerévérend & Lauriane Laurent

EXERCICE

1. What is meant by 'Social Media is not free'?

2. In addition to rooms bookings, what measurements would be effective for hotels?

3. How should a hotel, with limited resources, decide what SM efforts to make?

4. What role does SM play in offering customer services?

1. WHAT IS MEANT BY 'SOCIAL MEDIA IS NOT FREE'? « Everything you put into a social media program has a cost attached to it. »

Time (build a SM plan) Staff (time + knowledge) Marketing costs (design elements, content,

influencers’ incentives , offers, fees to update your SM accounts, ads placement)

=> ROI is a business metric: the return must be equal or superior to the investment… and in the same unit (if you invest money, you have to gain money or you are in trouble!

2. IN ADDITION TO ROOMS BOOKINGS, WHAT MEASUREMENTS WOULD BE EFFECTIVE FOR HOTELS?

(Active) followers: engaged, share photos/ comments/ feedbacks/ videos and link to their friends

Visitors: survey, market reasearch (segmentation)

Page views Reputation: volume of mentions (positive and

negative mentions), INK Transactional data (sales growth and

transacting customers)

3. HOW SHOULD A HOTEL, WITH LIMITED RESOURCES, DECIDE WHAT SM EFFORTS TO MAKE?

Plan carefully your Social Marketing Plan = target audience + type of communication (ex: local events) + tools (both online and people)

Choose the least costly media first= use first the free SM and build your community before launching costly marketing campaigns

Improve and complete your pages on SM adding coupons, offers, loyalty programs

Use our influencers to expand our efforts Monitor carefully the activities on your SM to

know when you are ready for the next step or what you should ameliorate to improve your ROI

4. WHAT ROLE DOES SM PLAY IN OFFERING CUSTOMER SERVICES?

Engage Trust Loyalty Listen and answer their needs by better

understanding their needs and preferences Improve your services (a great tool to

accompany your customers from the advices before purchasing to the after-sale service, offering additional tips to improve the products peformance or the service

(Digital) differenciation with the competitors