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Managing Guest Satisfaction Surveys: Best PracticesDriving Brand Advocacy at Your HotelGUIDEManaging Guest Satisfaction Surveys: Best PracticesIndexIntroduction 3The Power of Earned Content 6Defining Advocates & Influencers 10Finding, Qualifying & Mobilizing Advocates & Influencers 15Expert Tips from Library Hotel Colection 25Unlocking Advocacy with ReviewPro 35About Us 39Managing Guest Satisfaction Surveys: Best PracticesIntroductionManaging Guest Satisfaction Surveys: Best Practices4At a time when digital marketing is more expensive than ever for hotels, advocates and influencers represent a cost-effective and powerful way to spread the word about your hotel, hotel group or brand. In this guide well show you how to identify, mobilize and encourage advocates and influencers and use them to amplify your reach and achieve your objectives in digital marketing. Well start by explaining why “earned” or user-generated content is so powerful, then well discuss the key diferences betwen advocates and influencers. Well also share influencer campaign ideas and some of the tools and resources available to assist with finding, qualifying and mobilizing influencers. Next, a renowned hotel marketing executive will share her tips and recommendations for working with advocates and influencers. Last, well look at ways to unlock advocacy using ReviewPro. IntroductionManaging Guest Satisfaction Surveys: Best Practices5In the recent ReviewProwebinar, Advocates & Influencers: How to Get People to Talk About and Recommend Your Hotel Online, we asked attendees which of the following activities their hotel or brand has engaged in. See the results below. How does your hotel measure up?How Active Is Your Hotel?10%10%38%43%81%Pay influencers to promote your hotel/brandNone of the above“Host stays” for travel media“Host stays” for social media influencersAsk guests to post online reviewsManaging Guest Satisfaction Surveys: Best PracticesThe Power of Earned ContentManaging Guest Satisfaction Surveys: Best Practices7Advance Your Marketing Objectives Why are advocates and influencers so important to hotels? With proper handling, they can help advance three key objectives in hotel marketing: 1.Increase reach. They can help spread the word about your hotel and ensure that your news, special offers and value propositions are sen by a larger number of people than your usual marketing eforts. 2.Create demand: By sharing marketing content and personaly endorsing your hotel, they help build your reputation and make more people want to stay with you.3.Drive revenue:The “social proof” provided by advocates and influencers can help convince people to try your hotel and convert trip planners into hotel guests. Managing Guest Satisfaction Surveys: Best Practices8Advocates and influencers play a special role in achieving marketing objectives because the content they share is diferent from other types of content; it is “earned” or user-generated content.When travelers plan a trip, they view all sorts of content online that shapes their impressions and guides their decisions. This content can be divided into thre types:Paid content is content a business purchases such as cost-per-click and display advertising, listings on online travel agency sites and social media advertising. The business has high control over the messaging, but the content has lower trust with consumers because they know it comes from a marketer who wants to sell them something. Owned content is content a business owns and controls, like its website and blog, social media profiles and the content it posts on them. The business has high control over the messaging, but owned content has only moderate trust with consumers because, as with paid content, it comes from a marketer. Earned content, also called user-generated content, is content posted by other people about a business. It includes guest reviews and ratings, media and blogger coverage, and social media shares, likes and comments. A business has low control over the messaging because it originates from other people, but earned content has higher trust because it comes from consumers rather than marketers. Thre Types of Online ContentManaging Guest Satisfaction Surveys: Best Practices9As a hotel marketer, you should strive to control and/or influence all three types of content and ensure that its accurate and appealing and that it compels travelers to take action. Actions include liking or sharing your posts, clicking to find out more or making a reservation. To maximize reach, integrate all thre types of content in marketing campaigns. Of the three types of content, earned content is considered most effective because it comes from relatively unbiased sources and therefore has more influence on consumer decisions. Earned content is a form of “social proof;” endorsements from pers, or “people like us” are a highly trusted source of information and recommendations. Earned content is also less expensive; some might even say its fre because its posted by third parties. But generating earned content requires maintaining such a high quality of product or service that customers fel compelled to tell others about their positive experiences. For hotels, this means delivering remarkable guest experiences.As well discuss in the next section, advocates generate earned content whereas influencers generate both earned and paid content. Hotel Marketers & Content Managing Guest Satisfaction Surveys: Best PracticesDefining Advocates & InfluencersManaging Guest Satisfaction Surveys: Best Practices11AdvocatesAdvocates are people who post positive content online about a business or a brand. Often they actively encourage others to try the product or service and are passionate about the brand and loyal to it. Their relationship with the brand tends to be long-term and arent easily swayed to other brands. Advocates are unpaid; their motivation is to help their friends or to spread the word rather than to gain personally, so their recommendations tend to be highly trusted however their audience size and influence is limited. Influencers Influencers are people who post content online that influences the impressions, decisions and behavior of a large number of people. Content can be negative, positive or a mix of both types. Typically, influencers are not connected to the products they endorse or particularly loyal to them; the relationship is short-term and transactional. They are often paid or incentivized for promoting a certain brand and because of this, trust in their recommendations is only moderate, but their audience size and influence is high. How Advocates Differ From Influencers?What exactly is an advocate, and how does an advocate differ from an influencer? Within the context of digital marketing, we can define them as follows. Managing Guest Satisfaction Surveys: Best PracticesAdvocates vs Influencers 12Managing Guest Satisfaction Surveys: Best PracticesBased on these descriptions, how would you qualify the following individualsas an advocate or an influencer?Quiz: Advocate or Influencer?13A guest writes a review of your hotel on TripAdvisor.Kim Kardashian posts a selfie on Instagram from your hotel lounge.A journalist publishes an article about the pros and cons of her stay at your hotel in a newspaper article.You pay a YouTube star to produce a video at your hotel.During a keynote speech, the CEO of a multinational organization tells the audience how much she loves your hotel.Managing Guest Satisfaction Surveys: Best PracticesHere are the answers. How did you do?Quiz Answers14A guest writes a review of your hotel on TripAdvisor.Kim Kardashian posts a selfie on Instagram from your hotel lounge.A journalist publishes an article about the pros and cons of her stay at your hotel in a newspaper article.You pay a YouTube star to produce a video at your hotel.During a keynote speech, the CEO of a multinational organization tells the audience how much she loves your hotel.Answer: Advocate Answer: Influencer Answer: Influencer Answer: Influencer Answer: Advocate and InfluencerAs you can see, its not always easy to categorize someone as solely an advocate or an influencer. Some advocates are influencers too, and some influencers are advocates. In a perfect world, your hotels advocates will also be influencers who can reach and influence a large audience.Managing Guest Satisfaction Surveys: Best PracticesFinding, Qualifying & Mobilizing Advocates & InfluencersManaging Guest Satisfaction Surveys: Best PracticesFinding advocates is easy because your hotel already has a relationship with them. Theyre your guests and clients. They can also be your employees and industry partners, but your guests and clients are your primary advocates. These people have stayed with you, or have come in for dinner, or have held a meeting onsite, or have otherwise visited your hotel and had a positive experience. You can find advocates in your hotels PMS database, CRM database, and social media followings, as well as in the guest satisfaction surveys they complete and the rave reviews they post online. However, just because they are a fan does not mean theyre an advocate. Fans love a product but dont necessarily promote it. For example, if a guest completes a survey and gives your hotel top marks, “likes” your hotel on Facebook, or follows it on Instagram or Twiter, they are merely a fan. Only when they share positive content about your hotel with others do they become an advocate. How can you turn fans into advocates? Ask them to write a review, share or endorse your content on social media, or post their own content. Activity may include tweeting about your hotel, checking in on Facebook, or taging a photo of your hotel on Instagram. There are paid options for finding and mobilizing advocates too. Two popular tools are Facebook Custom Audience and Twiter Tailored Audiences, which can help you find your guests on Facebook and Twiter using email addresses or phone numbers from your database and send targeted ads inviting them to like your page, follow you or write a review. 16Finding AdvocatesManaging Guest Satisfaction Surveys: Best PracticesFinding influencers is more challenging, because you probably dont have a relationship with them yet. Influencers include journalists, photographers, bloggers, vlogers, social media influencers, celebrities and other high profile people who have large followings. You can find influencers on travel websites and blogs, on special-interest websites and blogs such as those related to lifestyle, fashion and luxury, on media sites and on social media chanels like Facebook, Twiter, Instagram, YouTube and Pinterest. Well discuss some of the tools available to help you find and qualify influencers later in this section. 17Finding InfluencersManaging Guest Satisfaction Surveys: Best PracticesHotels can choose from a variety of campaigns to mobilize influencers. These include:Influencer outreach. Contact photographers, blogers, media and other influencers and invite them to stay at your hotel or join you for drinks or a hosted meal in return for writing and posting about their experiences. Fam trips. Host a group of media and/or social media influencers for a complimentary stay to acquaint them with your hotel. Put together an enticing package by partnering with your local tourism bureau, an airline, local restaurants and activity providers to provide free flights, meals and activities.Mixersandmeet-ups.Hostaneventforspecialinterestgroupsinyourarea,somelocalmedia,industryleaderssocialmediainfluencersorotherhighprofileandinfluentialpeople.Duringtheevent,encouragethemtopostliveupdatesonFacebook,TwiterandInstagram.Checkoutmeetuptoseelistsofinterestgroupsinyourarea.Types of Influencer Campaigns18Sucesful Facebook Marketing for HotelsIn thisguideweexplainwhyFacebook shouldbe animportantpartof yourhotelsdigital marketing efforts. Wetakeyoustep-by-stepthroughhowto set up yourbrandpage and expandyourreach, as wellas paidoptionsonFacebook and howto measureperformance. Downloadourguidetodayand startmakingthemostof yourFacebook presence.Download GuideManaging Guest Satisfaction Surveys: Best PracticesContests. A contest can be a great way to encourage people to post and share content about your hotel, turning social media users and influencers into advocates. Offer a tantalizing package and make sharing a condition of contest entry, then watch the news spread!Influencer Engagement. Follow influencers on their most popular channels and earn their attention and appreciation by sharing and commenting on their content.Twiter chats. Participate in Twitter chats related to travel to attract the attention of influencers and learn about the topics that interest them. A few popular travel chats include #TWChats, #TTOT, #TravelSkillsand #GirlsChat.Folow hashtags. Follow popular hashtags related to travel, your hotel and your destination on Twitter and Instagram and use them in your own communications. Popular travel hashtags include #travel, #hotels, #travelwriter, #travelphotography, #tourism, #getaway, #luxurytraveland #solotravel. Incentives. Pay influencers cash, incentives or rewards to help spread the word. Types of Influencer Campaigns19Managing Guest Satisfaction Surveys: Best PracticesWhen managing influencer campaigns, kep the following parameters in mind:1.If you host or pay influencers, provide parameters on what you want them to cover, but dont try to control the content they post. Bear in mind that influencers will be resistant to being overly promotional and risking putting off followers.2.Ask influencers to disclose their relationship with your hotel in their articles and posts. In the U.S. and other jurisdictions people are legally required to disclose any gifts and payments they receive from the companies they promote. This includes comp hotel stays. Some influencers simply add a hashtag such as #spon, #promoted or #ad to their posts.3.Follow up with the influencers to ensure they deliver on their promises. 4.Measure the results of your influencer campaigns using Google Analytics and social media analytics tools to evaluate the success of your efforts. Key metrics will include reach (views, traffic, demographics), engagement (shares, likes, comments) and conversions (leads and bookings).Managing Influencer Campaigns20Managing Guest Satisfaction Surveys: Best PracticesAs a hotelier, youre probably approached by people who claim to be influencers and promise to promote your hotel to their followings in return for a fre stay. But how do you know if theyre a true influencer? While you want to be open to opportunities, its good to be wary and to do your due diligence. This means qualifying influencers. Start by loking at the size of the persons audience on social media chanels. Be careful, however, not to confuse a l
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