Tag Archives: twitter

Clear Goals Key to Social Media Success

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The travel and hospitality industries have embraced social media channels in recent years as a means to communicate with potential travelers before, during, and after their travel experience.  However, if one tried and true lesson has emerged from all of this social media use, it is that hoteliers should not spread themselves too thin.

According to panelists at the seventh annual Social Media & Mobile Strategies for Travel conference, the best way to ensure that you are not spreading yourself too thin is to have goals in place before testing the waters in any one social channel.

Examples of Setting/Reaching Goals
Mac Joseph, senior manager of social media marketing for Mandarin Oriental Hotel Group and one of the panelists at the conference, talked about his own company’s social media goals.

For the luxury hotel company, the aim is to generate awareness on a global scale while fostering meaningful engagement at the property level.  This is reflected in the company’s social media approaches:

  • Mandarin operates a single YouTube channel for the entire portfolio.
  • Individual properties employ Instagram accounts, which are easier to manage with finite resources.
  • Each hotel also has a presence on Google+, although Joseph admitted the network is more challenging. (“If nothing else, Google+ provides and ‘incredible’ boost to search engine optimization,” said Joseph.)

Loews Hotels & Resorts had a number of goals, according to director Piper Stevens, including but not limited to:

1) Establishing a more social culture on property
2) Creating buzz through integrated campaigns
3) Driving social commerce

The company took a look at the booking funnel to determine which channels would be the most appropriate.  You can see some of the steps taken on different social channels:

  • In the initial dreaming phase, inspiration often comes from sensory experiences such as photos or videos.  Loews responded with campaigns on Instagram and YouTube, among others, to spark that yearning for travel.
  • The company bolstered its efforts on TripAdvisor to make an impact in the researching stage.
  • For the actual booking, Loews was the first brand to introduce reservations on Twitter to make the process as painless as possible.
  • During and after the trip itself, Loews encourages guests to share their experiences via Facebook, Twitter, and Instagram, thus promoting inspiration for the next wave of travelers.

To read more about social media goals discussed at the EyeForTravel conference, click here.

Social Media Marketing: The Basics

What is social media?

Social media is aptly named: it’s any form of online media, in which people can be social. This includes sharing links and photos, discussing opinions and news or just connecting with other people on a social level. In an online article, Ron Jones divides social media into four of the most popular categories:

Social news: These websites offer news articles and the opportunity to vote and/or comment on them. The articles with the highest votes gain more visibility. Examples include Newsvine and Digg.

Social sharing: On these websites, you can create, upload and share photos and videos. Examples include YouTube, Flickr and Snapfish.

Click here to read the rest of this article at the VEM Global™ blog!

The Social Media Revolution

If you have read, “The World Is Flat: A Brief History of the Twenty-First Century,” (I highly recommend this book) then you would know just how instrumental the internet has been for civilization. The author, Thomas Friedman, delves into how globalization impacts practically every aspect of our lives. His book was published in 2005 shortly before the onslaught of social media sites, but I think that this video does an excellent job showing the revolutionary impact they have had in our lives.  Click here to watch this amazing video!

Hoo is Hootsuite?

Twitter, Facebook and YouTube, oh my! Who can keep up with it all? We’ve all heard about social media marketing and how it’s free marketing- monetarily, that is. Where you pay the big bucks though, is with your time. The good news is that there are ways to manage multiple social media applications at once and save you sanity and hours. The bad news is that even among these solutions, there are a lot of options. So, I’m going to start with the most popular ones and let you know what my thoughts are from playing around with them. Right now we’ll start with Hootsuite.

Click here to learn more about how Hootsuite can save your sanity!

Why Do We Use Social Media?

While at a Minnesota Twins game, I couldn’t help but notice a group of high school girls sitting in the row ahead of me. It was hard not to. Every time the cameras started sweeping over fans, the girls whirled into a state of near hysteria: They shook their glittery signs, screamed, jumped, waved. But each time, the camera never caught sight of them. So what did they do? They started taking pictures of each other. I guess someone had to document their whereabouts that night. My sister and I mused that those pictures would be posted on Facebook within minutes of the final inning.

Read the entire article at the VEM Global™ website to learn three main reasons why people love social networking sites.

Tweetledees and Tweetledums: the Truth about Twitter

As Twitter first spiraled into popularity, I feared that we had just created yet another platform for teens to emote and celebs to self-promote. And to a certain extent, this rings true: As Twitaholic.com presents, the top Twitterholics based on followers are Brittney Spears, Lady Gaga and Ashton Kutcher. (Our Commander in Chief swings in at No. 5.) But like anything, Twitter is about how you use it. And the overwhelming truth: Everyone and their mother (literally) are using it. From February ’08 to February ’09, Twitter’s online community grew by 1,382%, according to Nielsen.

Read the full article at VEM Global™.