The 3 Most Important Things Travel & Hospitality Brands Need to do on Social Media
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Transcript of The 3 Most Important Things Travel & Hospitality Brands Need to do on Social Media
The 3 Most Important Things Hotels & Airlines Need to do on Social MediaWhat travel & hospitality brands are doing, how they do it, and why your brand needs to, too
#socialTH
August 29, 2013
Interact!Use the hashtag #socialTH
Follow alongFollow us on Twitter for ongoing updates: @uberVU
Questions?Submit questions anytime through GoToWebinar – time permitting, answers will be at the end
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#socialTH
Image credits: Hotel and Airplane
Hotels
Airlines
Brand Building 1
#socialTH
• Increase awareness• Show brand personality• Showcase company
values• Build brand affinity
Why it matters for your brand
Increase awareness
More positive impressions—ones your message has influenced.
Show brand personality
Create and guide the conversations about your brand; be a brand travelers love!
Showcase company values
A brand that has proven it knows how to do the right thing can be forgiven for its mistakes.
Build brand affinity
Loyalty and advocacy.
#socialTH
Measure It!
Growth over time in fans, followers, Likes, etc.
Shares, RTs, +1, Pins: are people actively sharing the messages you put out?
Geographic and demographic breakdowns of your followers: do they match up with your targets?
Presence of related positioning words & phrases in your brand’s conversation map
Sentiment for conversations about your brand
#socialTH
Customer Service 2
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• Resolve customer issues• Use social to update and
improve traditional customer service methods
• Respond to public complaints that could damage the brand’s reputation
Why it matters for your brand
Resolve customer issues
Turn a hater into a lifelong customer – drive loyalty with an easy, quick response.
Use social to update/improve traditional methods
Resolve issues more quickly, armed with more data!
Respond to public complaints that could damage brand reputation
Solve a vocal customer’s problem and they could be singing your praises instead—positive word-of-mouth for your brand from a potentially volatile situation.
#socialTH
Measure It!
Number of mentions of your brand vs. number of replies you made
Response time (ideally, this should be minutes or hours – NOT days!)
Sentiment for conversations about your brand
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Real-Time Marketing 3
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• Content-based: engage a captive audience in a timely, relevant way
• Conversation-based: listen & react to current conversations
Why it matters for your brand
Increase awareness
Reach a large audience and gain new fans/followers by participating in the trend.
Show brand personality & values
Share who you are. Fans feel connected to your brand during a moment that’s relevant to their interests.
Engage loyal fans
Increased loyalty and potential for word-of-mouth virality.
Convert the haters
Gain a new customer or get a second look by marketing to a not-yet-fan.
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Content-based RTM:
Conversation-based RTM:
Measure It!
Increased social following: are you gaining a new audience?Do people want to hear more from you?
Shares, RTs, re-Pins: are you increasing your reach by creating shareable content?
Likes, Comments, +1s, Pins: are people engaging with and talking about your real-time efforts?
#socialTH
Thank you!
Elisabeth Michaud@emichaud/@ubervu
Later this week, you’ll receive a link to the recorded webinar and slides.
#socialTH
Download 3 free cheat sheets with these use cases, plus a bonus use case: http://marketing.ubervu.com/travel-cheatsheet