Monthly Archives: February 2011

Social Media : How to attract more attendance for Hotels ?

Attracting Attendance

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

For a majority of social savvy hoteliers, Twitter has become the customer service center of the 21st century. With customers already spending a majority of their time on social networks, Twitter has become a convenient, non-threatening space for guests to address questions, complaints or praises. Likewise, the popular social media platform provides a property with the opportunity to take control of its reputation and mitigate the spread of negative social criticism.

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:
While staying at an Omni property in Florida, a well known social media expert tweeted about the slow Internet connection coming from his hotel room. Immediately after the tweet was sent out, the Omni Twitter team contacted that specific hotel about the complaint.
While the hotel’s IT expert looked into the problem, the GM and VP of sales at the property informed the displeased guest that the Internet should be fixed shortly.
Within the hour, the hotel fixed the problem by adding additional routers and the additional capacity needed for high speed internet access.

The guest was amazed, and now he uses Omni as an example when giving presentations on social media strategies.


Talk. Don’t Just Listen.

How much fun would you have talking to a wall? Probably not very much. The hotels with the strongest social followings are those that are great conversation starters and provide interesting, desirable content on a very regular basis. Every day, both negative and positive reviews are posted on Twitter about any brand, and I can assure you that the hotels that are not monitoring the dialogue taking place about their business will miss out on the opportunity to build a community of loyal brand ambassadors.

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

The best part about “Thank You” is that there are a million ways to say it. When going through the different profiles, I found that a majority of hotels are giving back to their fans through a variety of methods including weekly twitter contests, “@ Thank You” replies and special follower discounts. Not only do these attract a following, but they also make your followers feel appreciated and at times, help them feel like they are a part of your brand.

Hotels – SEO – 5 Keys that will Impact On Your Site SEO and Search Ranking!

Logo Social Media Alain Classe

Logo Social Media Alain Classe

While many SEOs had assumed this was happening already, this announcement about new ways social media is impacting traditional SEO marked the first time that links within Facebook and Twitter were actually confirmed as a ranking factor by search engines representatives.

 

Feel free to review and apply this information to your own marketing efforts to experience the full benefits of SEO on search ranking for free organic traffic to your site.

  • Quantity of Friends/Followers – just as with links, it’s likely the case that “more is better”, though there will likely be caveats; low quality bots and inauthentic accounts are likely to be filtered (and may be much easier to spot than spammy links, due to the challenge they find in getting any “legitimate” friends/followers).
  • Importance of Friends/Followers – the friends/followers you have, like the link sources you have, are also probably playing a role. Earn high “authority” followers and you yourself must be a high authority person.
  • Analysis of Friends/Followers Ratios – Much like the engines’ analysis of the editorial nature of links, consideration of whether a social user is engaging in following/follower behavior purely out of reciprocity vs. true interest and engagement may be part of authority scoring. If you have 100K followers and follow 99K of them, but the engagement between you and your followers is slim, you’re likely not as authoritative as an account with 100K followers + 5K following, but those followers are constantly engaged, retweeting, liking, sharing, etc.
  • Topic Focus / Relevance – The consistency or patterns between your sharing behaviors could also be a consideration, using topic analysis, patterns in the sources of shared/tweeted links, etc. Being an “authority” could even be subject-specific, such that when a prominent SEO tweets links to celebrity news it has less of an impact than when they tweet links to a web marketing resource.
  • Association Bias – It is also suspected that Google and Bing will include associating social authors with the sites/domains they’re “part of” vs. independent from. Sometimes, this might be as easy as looking at the URL associated with the account, other times it could be based on patterns like where you most often tweet/share links to or whether your account is listed on pages from that site.

The most exciting part about this is the potential to reduce webspam and return to a more purely editorial model. While people often link to, read and enjoy sources that link out manipulatively, very few of us will be likely to follow a Twitter account, friend someone on Facebook, or “like” something in a social site that’s inauthentic, manipulative or spammy.
The social graph isn’t necessarily cleaner, but the complexity of spam is far lower.

Here’s to the evolution of organic search marketing; search, social, content, blogs, links – it’s all coming together faster than ever before and that’s a very good thing for authentic, content  minded web marketers like us.

Posted by Alain Classe

How to use Twittter tools to find a JOB ?

Logo Social Media Alain Classe

More and more companies are using Twitter to seek employees, with many Tweets looking like an online version of the classified ads of the past.
Developing an effective and efficient Twitter strategy for your job search is a smart idea.

Who knew that 140 characters could have so much power? With TweetMyJobs listing over one-and-a-half million job tweets in the past 30 days, there’s no question that Twitter is rapidly becoming a must-use social media resource for job seekers.

Twitter can be helpful to your career on several levels, but the most obvious help comes in the form of up-to-the-minute job leads. It’s a great way to start a connection that can lead to a career.

Keep in mind as you get started on Twitter that, like other social media, Twitter is a conversation— not a one-way communication where you only promote yourself. Provide information and resources that potential readers (and employers) might find helpful or interesting. Keep your tweets professional and related to your ideal audience. Focus first on what your message is, and whom you’re trying to reach.

Here are some steps to get started:

1. Create a Twitter account

Create a Twitter Account and get familiar with Twitter’s format and system. If possible, use your name for your account. Post a professional picture and describe the employment you’re seeking in your Twitter bio (unless, of course, you are already employed). Spend some time reading other postings; learn your way around the site.

2. Link to a Website

Twitter allows you to link to a website; if you don’t have a professional website, link to your LinkedIn profile so that employers who want to learn more about you will be able see your experience and education. Don’t have a LinkedIn profile? See my post on the value of LinkedIn for the job seeker.

3. Follow leaders

Follow Leader in your field, potential employers, your college career center, your college alumni office, career coaches, career advice sites, etc. Twitter makes this easy through the search function, and with recommendations for related sites. Use Twitter’s advanced search feature to find job-related tweets. Here’s a YouTube video to get started: Use hashtags to find job listings and industry-related tweets.

4. Tweet about Interestign Items

Establish yourself as knowledgeable in your area of interest by tweeting about the latest articles, news, or research related to your field. Tweet about interesting items related to the job search as well.

5. Connect with TweetMyJobs

sign up for the free services. You can indicate the cities and job titles you’re most interested in, and these will be tweeted to you as they appear. The postings are immediate, so you’ll hear about a job before other social platforms will likely have it.

6. Create a Linked In Account

Create a Linked In account and achieve the whole process to get 100 points. Connect both application

That’s it. Twitter is pretty simple. Just remember: Twitter is a starting point. You will have to take your job search offline at some point to interview, network, or otherwise meet your potential employer.

But Twitter is another great tool in the growing toolkit of a job seeker.

Posted by Alain Classe

Hotels – Social Media -How to Increase Twitter Followers for your Local Business ?

Logo Twitter Alain Class

Logo Twitter Alain Classe

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

so people see content during peak hours: 9 a.m.-5 p.m. You can use an automatic scheduling tool like su.pr, Hootsuite, or ReachCast to time your tweets throughout the day.

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.

You can find local tweeps to follow on Localtweeps.com andTrendsmap.com, or use Twitaholic.com or TwitterGrader.com to grade your Twitter profile and find local users with top scores in your market.

9) Follow people in your industry, niche, and topic area.

Who you follow may influence the content you will retweet and @reply to. Find topical users to follow on Wefollow.com, listorious.com, and twellow.com.

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.

15)  Participate in Twitter chats.

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

Hotel – Social Media : Que fait un Community Manager ?

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 :

  1. Accueillir et écouter les membres
  2. Partager du contenu passionnant et des informations pertinentes
  3. Animer une communauté accueillante, agréable et sans agressivité
  4. Répondre aux questions et modérer les commentaires
  5. Transmettre les idées et suggestions
  6. Améliorer la protection
  7. Gratifier les membres actifs qui participent à la vie de la communauté
  8. Etre acteur dans l’intérêt de la communauté et de l’entreprise
  9. 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

Hotels – How to improve your Customer Service with Twitter ?

 

Logo Twitter Alain Classe

Logo Twitter 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.

THE SOLUTION:
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.”

THE LESSON:
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.

 

 

 

 THE LESSON:
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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Hotel – 3 Steps to improve your Social Media results

Logo Social Media Alain Classe

Logo Social Media Alain Classe


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

Why Hotel Should create a Twitter Response Strategy?

Logo Twitter Alain Class

Logo Twitter 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:


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?

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