Monthly Archives: February 2011
|Having trouble attracting and engaging a Twitter following? It’s ok, you are not alone.
Although keeping up with social media trends can feel impossible, it is absolutely feasible with the right dedication, focus and long term strategy. For businesses within the hospitality industry, having a social presence is particularly important because social networks are becoming the review sites of tomorrow. Unfortunately, building a following is not always an easy task. So for those of you looking for a little help, I have examined the profiles of some of the most highly engaging hotels on Twitter and put together a list of a few common best practices that stood out within them all.
Take Care of your Guests
But BEWARE, if this is the route your hotel decides to take, it is absolutely necessary to give prompt responses, and have a person/team that can effectively monitor tweets, answer questions and resolve guest complications.
Here’s a great example of how Omni Hotels used Twitter to take care of an important guest:
The guest was amazed, and now he uses Omni as an example when giving presentations on social media strategies.
Talk. Don’t Just Listen.
But this type of engagement requires more than just a presence. To achieve these sort of results, a property needs to “talk” to those that are talking to them and when the conversation is slow, it’s important to provide content that will keep followers engaged.
Below is a great example of how the Wynn Las Vegas took the initiative and tweeted @ a customer that was talking about its hotel. Rather than let the Twitter user spread inaccurate information, the Wynn joined in on the conversation to notify the user that he had been misinformed.
In case you were also wondering, the Wynn Encore does not charge resort fees.
Thank Your Guests and Followers
When it comes to increasing followers on Twitter, there is a big debate in the social media space about quality versus quantity. But it is a near universal goal for businesses to increase their fan and follower count on social media. So, how can you balance the need to increase followers while making sure you’re connecting with real, authentic, and targeted consumers? Try these 15 tips for increasing your number of quality followers.
Be Worth Following
On Twitter, in addition to people who share interesting, insightful information, there are many spammers and aggressive marketers that the typical consumer avoids following. To be a figure worth following, you don’t want get labeled as a spammer. So the first step in increasing your followers on the site is to make sure your account is worth following! Here’s how to do it:
1) Make sure your Twitter profile is optimized
with an original picture, bio, and links. Don’t make these newbie mistakes that keep people from following you.
2) Post interesting content often.
Balance unique content (authored by you) and shared content (authored by others). Many experts say for each self-promotional tweet, you should share 5-10 tweets about something else.
3) Time your tweets
4) When someone follows you, follow them back.
You can do this manually or use a service like Social Oomph to automate it. Since Twitter won’t let you follow an unlimited number of users, keep your following/follower ratio in check by using a tool like ManageFlitter.com to unfollow users who don’t follow you back.
5) Be social.
Use the site as a way to connect with others, not just to promote yourself. Unmarketing authorScott Stratten, who has built a successful blog and business from growing a large, dedicated Twitter following, says that over 75% of his tweets are @replies to other users.
6) Find and Follow Interesting Users
The next step to increasing followers is to find and follow people yourself. How will people know if you’re out there to follow unless you tell them?
7) Connect with connections first.
Put your Twitter URL on business cards and in-store signage to encourage consumers to follow you online. See if people you’re already connected to are on by looking up contacts from Gmail, Yahoo, and AOL email accounts and linking your account to your LinkedIn profile under the “Find Friends” section of the “Find People” function on your account. Connect with those you’re already connected to first, because those are the people most likely to follow you online.
8) Connect with local consumers.
9) Follow people in your industry, niche, and topic area.
10) Follow From Users’ Twitter Lists and “Following” Links.
Find people or organizations on Twitter with similar interests, and click the link labeled “following” from their profile page to see who they find worth following. Better yet, look at Twitter lists they may have created on certain topics to find hand-cultivated lists of people worth following. Just make sure to follow the individual users on a list and not just the list itself!
11) Tap into influential local circles.
Who is influential in your market? Aside from grades on Twitter tools, which may or may not reflect true influence, it may be difficult to determine this at first. One tip is to find and follow local media outlets, businesses, and organizations. Then, look at lists they have created to find more important local figures to follow.
12) Invest in the Twitter Community
Twitter is more than a marketing tool. It’s a community you cultivate for yourself. So, give back and invest in the community to build follow karma and increase not only the number of followers you have, but the number of lists you are mentioned in as well.
13) Participate in #FollowFriday.
Promote other people worth following by recommending followers on the popular #FollowFriday hashtag meme. Every Friday, just select someone you follow, write a short explanation of why, and tag it with #FollowFriday or the succinct #FF.
14) Create Twitter lists of interesting users,
such as local and topical users and those you’ve met in different social circles. Adding users to lists not only allows you to watch a cultivated, topical stream of their tweets, it’s also a form of virtual endorsement, which may encourage the users on your lists to follow you back.
There are numerous special interest chats that anyone can chime in to to network, learn, and share. This is one of the best places to find like-minded Twitter users. So, find a chat for your industry, niche, or market, and join in! Use a tool like TweetGrid or TweetChat to help you keep up with the conversation on the chat’s hashtag, and follow users you meet there.
16) Answer questions and offer advice.
In addition to sharing links to interesting content, you can use Twitter as a place to answer questions or offer advice in 140 characters, building your industry expertise and cultivating trust with consumers. You can find hashtags on topics of interesting using wthashtag.com and use that as a way to find questions and tag answers you provide to extend your expertise outside your existing Twitter social circle.
17) Take time to respond an engage = Love people
with fans and followers through @replies and retweets. Make sure that you’re using Twitter as the powerful, two-way communication tool it is, and engage to increase your fan and follower base.
Posted by Alain Classe
Définition du Community Manager :
Le Community Manager est la version 2.0 du Webmaster.
Le Community Manager est l’ambassadeur de l’entreprise sur le web, c’est un « influenceur » !!!
Le Community Manager est le futur, il a aussi connaissance des techniques “Web”.
Le Community Manager (Hotel) est au courant des évènements sociaux, sportifs et culturel en Ville
Le Community Manager (Hotel) est au courant des dernières tendances en ville, il est « In the Know »
Le Community Manager fait de la veille en ligne: Google Alert, Tweetbeep… il écoute des discussions sur la marque, la société, l’Hôtel.
Le Community Manager identifie les communautés et mesure leur influence, se crée des listes.
Le Community Manager entre en conversation avec eux et les invite à rejoindre les lieux de partage : Blog, Facebook, You Tube, Twitter…
Les règles d’or du Community Manager
A PARTAGER :
- Accueillir et écouter les membres
- Partager du contenu passionnant et des informations pertinentes
- Animer une communauté accueillante, agréable et sans agressivité
- Répondre aux questions et modérer les commentaires
- Transmettre les idées et suggestions
- Améliorer la protection
- Gratifier les membres actifs qui participent à la vie de la communauté
- Etre acteur dans l’intérêt de la communauté et de l’entreprise
- Respecter l’avis de chacun et favoriser le dialogue
Les 4C d’une communauté gérée par un Community Manager
En complément de ces règles, je parlerais des 4C d’une communauté
- Contenu (Content) :
Il Propose du contenu de qualité, du contenu de valeur, du contenu propre permet d’attirer les internautes et de les fidéliser.
- Contexte :
Il Comprend le contexte, il comprend les relations entre les personnes.
Il faut tout faire pour optimiser la qualité des relations sur un site en offrant des fonctionnalités adaptées et un design attractif en fonction de la cible.
- Connectivité :
Il Établit des relations personnalisées, des interactions efficaces et s’intéresse de près à la cible.
- Continuité :
Il mets des actions durables en place afin d’entretenir la relation avec l’internaute.
Il est inventif et novateur pour ne pas lasser la cible, l’évolution de la relation est essentielle.
En résumé il faut il doit aimer les gens.
Posted by Alain Classe
The best customer service is an instant, helpful response. Twitter is a real-time, direct line to customers and as a business owner; you should take advantage of it. Poor customer service has become the norm, so most people expect an annoyingly lengthy process when they give companies feedback. If you surprise them with promptness, you’ll create a lasting, memorable experience between customers and your brand.
Here are three examples of Twitter being used for excellent customer services and how your Hotel can do the same:
Use Twitter to break down walls between unhappy customers and yourself, like JetBlue.
Airlines seem to make everyone angry these days. A few years back, customers were especially upset with JetBlue for extreme delays and poor service.
THE SOLUTION :
JetBlue, which was one of the first major brands to use Twitter, turned to social media to appease customers. Their CEO explains, “Our routes mean we’re really susceptible to weather issues, so if there’s a rash of delays, I can say [on Twitter], Heads up, everybody. When travellers have more knowledge, it helps them keep calm. That affects their dealings with people in the airports, which reflects back to them. It can change the dynamics in the airport, and that makes all of our lives a lot easier.”
In one particular situation, JetBlue responded to Twitter complaints about lack of heat on an airplane and a missing desk attendant. The airline tweeted a reply in real-time, coughing up a delightfully helpful response within minutes.
THE LESSON :
Since Twitter is real-time, use it to respond to inquiries quickly. Says JetBlue’s CEO, “”That’s a clichéd phrase, but Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”
Get a positive conversation started about you, like Toyota
Toyota has had a tough year. In late 2009 and early 2010, Toyota had to recall millions of vehicles for safety reasons. This resulted in a negative public opinion and decreased sales. To fix the damage, they turned to Twitter.
According to TechCrunch, “The Japanese auto giant has launched a branded channel on TweetMeme, in partnership with Federated Media, which aggregates and organize Twitter conversations regarding Toyota.
“Called Toyota Conversations, the site brings together the top stories being tweeted about Toyota, from news articles to press releases. The site also shows visitors the most popular videos and images being shared about Toyota on Twitter. And the channel includes a Featured Tweets from Toyota’s Twitter account and press room as well as Ad Tweets, which are Tweetmeme’s retweetable ads for Toyota.”
Don’t shy away from conflict. It’s often a good idea to start the conversation and let people vent. Plus, when you start the conversation, you get to be the moderator and control some of the information being discussed.
Respond to complaints instantly, like Comcast
Sports fans are passionate, so imagine sitting at home, eagerly waiting to see the Celtics play in a championship game, and realizing your cable is messed up. Not good. This happened to a well-known podcaster, CC Chapman, who Twitter blasted a complaint about Comcast.
THE SOLUTION :
Comcast handled the situation with urgency and timeliness. They sent a cable man to Chapman’s house and repaired the signal before the tip off of the next game.
Set up digital alerts. When a customer needs something, you’ll know immediately and can be there to assist them. It sure made a great headline when The Globe wrote about Comcast’s excellent Twitter customer-service.
Post by Alain Classe via Janeboll
Social Media is no longer something that can be ignored. And while it might not be perfect for every hotel, it is an important option for most.
There are a number of benefits, including the rise in social media’s footprint in natural search results that can be taken advantage of with a little bit of effort and ingenuity.
Put your on-staff experts to work.
Many hotels have a tremendous advantage in social media. People on their staff have a duty to be experts in certain subjects.
Your concierge is an expert on your hotel’s surroundings.
Your chef is a food expert.
Your gardener’s job is to make things grow.
Your decorator’s job is to make the environment warm and beautiful.
People want to know about what they know! There are entire TV networks dedicated to this stuff.
If you can get them to write a few sentences every month, you’ve got yourself some tremendous social media fodder.
More social media only offers.
Social media specific rate codes for your fans and followers still aren’t utilized to the extent that I think they should be. You want your social media following to think they’re getting something special from time to time.
An extra 5 or 10% off on a room for certain periods can go a very long way, but enough to show your biggest fans that you appreciate them.
Someone to really take a big foursquare/Facebook Places leap.
We’ve seen plenty of specials that offer people glasses of wine, food, and rewards points, but we haven’t seen anyone go all out yet.
Why not try to get some buzz and give away free rooms for a larger number of check-ins? Or why haven’t brands really taken to the services and linked check-ins across multiple locations for super-offers like major retailers have? We’d love to see that and I’m sure frequent customers would as well.
Never forget, you need someone to manage all of these tools, Social Media is only one part, you need also to manage your Web Site, Google Alerts, Blogs, Photos (Flickr), Video (You Tube) Third Party Web Site like Booking.com, Expedia, Email Marketing….In Social Media you will communicate on a different manner if you are on Twitter or Facebook. But Before you need a Plan, Then you will select or recruit you ” On Line Manager, Community Manager or Web Coordinator”.
If you don’t take the train other will take it.
Post by Alain Classe
Here are five guidelines to think about as you create your Twitter response plan. Twitter is much more than a way push out content.
Which conversations should you respond to and how will you do it? It’s important to think about how your twitter reponses or your lack of responses will fit your brand image.
1. Decide what you’re going to respond to.
- Direct @ reply questions (i.e. @alainclasse can you tell me…): I recommend, always responding to these, at least to refer these people to where they can get answers. These are people directly asking your brand for help – are you going to help them or ignore them?
- @ mentions of your brand: people will @mention your brand when talking to others or sharing about it. When they @ mention they are choosing to explicitly tip you off that they are mentioning you. Consider helping them out if they mention they have a problem, clarifying anything that’s unclear, or thanking them if they have said something positive.
- Talking about your brand name: people are talking about you but not directly using your brand’s Twitter handle. They may not know you’re on Twitter, or may not be interested in having you reach out. Pay attention to these conversations, but only reach out when you can add value.
2. Response speed matters.
In general, the quicker you respond to something, the more leeway you have. If I happen to be chatting about Comcast and they reach out to me quickly with a comment or suggestion, I’m going to be impressed. However, if I talked about them 24 hours ago and they just get back to me, I’ve already forgotten what I tweeted, and their response will feel out of context. For the @Hospitality MGT.CH account, we’ll always response to direct questions, even if it means going back in time a bit, but we will only respond to comments if we can do so within a few hours.
Want more Twitter tidbits? Check these out:
- Why I was Wrong About Twitter
- Top 10 CEOs Who Tweet
- 3 Ways to Use Twitter for Excellent Customer Service
3. Know when to DM and when to publicly reply.
In general, if someone has an issue, DM is often preferable to a public reply. That way, you can deal with their request one-on-one. I would only do a public reply if they aren’t following you or you know others are following the conversation as well. Also, when you start a conversation with someone, make sure to follow them so they can DM you if they’d like to provide more details in private. Don’t be afraid to respond by saying it’d be best to follow up on email or phone where you aren’t limited by 140 characters.
4. Set guidelines, but also trust your community managers.
It’s important to make sure responses match company branding and overall tactics, but there must be a lot of room for judgment. Twitter does not work well with stock responses and support drones. Let those doing your community management and responses use their own voice and personalize responses. As you choose community managers, you should make sure their voice is one that fits your company so you don’t have to police them, but can trust them to do their job.
5. Listen to your community.
Don’t just blindly respond to all these comments, but notice trends and patterns. Twitter is an amazing way to get feedback on your product, from some of the biggest influencers out there. What do people consistently ask for or get confused about? Use this information to make your product better.
Actively responding on Twitter can be scary. It’s a little like doing customer support with a big spotlight on you and a video camera rolling. It’s important to keep in mind though, that people are talking about your brand whether you’re there or not. The only question you have to ask is, do you want to be a part of that conversation?