social interaction plan for hoteliers
Post on 19-Mar-2016
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Social Influence Action Plan
Hilton Bora Bora Nui Resort & Spa
Looks like paradise does it?
I am sure that each one of you would be so glad to go over there one day … this hotel
is so far away that you will then start looking for more details on internet (no phone call as it
is too expensive!) ; unfortunately, you won’t find anything except the official Hilton page
with a brief presentation of this resort.
In this report will then be presented a real social influence action plan that will help
this hotel, managed under the worldwide renowned Hilton brand, to develop its online
visibility and create a real community around its heavenly destination!
As nothing has been implemented for this hotel to be active online, we can actually
create profiles on any social platforms, after having fixed goals, linked with the general
management’s vision and mission.
Cristèle Juppet – MBA 2 A – February 2012- 1 -
1 st step : the general management should be aware that, nowadays, online interaction is
a crucial factor in a hotel development, generating in the end a real increase in revenue in a
perennial way! Therefore, we could show them examples of online success via the creation
of interaction with its community, like the Wyndham Hotel Group who has the most “likes”
on its Facebook fan page with 321 000….
2 nd step : once the general management is convinced that they need to be active on the
internet, a reputation management strategy should be adopted, and a reputation manager
should be hired.
3 rd step : identify the key, social and peer influencers and create a community: this
reputation manager will be in charge of dealing with the global online image of the hotel, and
will create a community using key platforms such as:
The creation of a professional Google+ page will be an advantage as this tool is brand
new for businesses and the reputation manager won’t have any difficulty setting up a profile
and starting creating its circles. These lasts are one of the most important criteria, as well as
the interaction on the wall: posting great content and relevant information will attract
people in the hotel’s circles. The HBBN should then target guests who already came to the
hotel and who left positive comments on Trip Advisor or event their own personal blogs. It
should also target businesses that could be interested in organizing a seminar or an incentive
travel in Bora Bora for example; travel agencies who sell this destination; in the end all
these people will then influence their own circles … and this is
what we are looking for!Please have a look at the Azimut Hotels, leading Russian hotel chain, which has a
great Google+ profile with relevant content and 116 circles!
Cristèle Juppet – MBA 2 A – February 2012- 2 -
Nowadays more than 800 million people
subscribed for this social media, any hotel should be
present on it if they want to be known worldwide.
For this particular Hilton Bora Bora Nui Resort &
Spa (HBBN), only 417 people “like” it, and 14 talk
about it, and there is NO interactions on the wall
… please have a look here!
The Six Senses Resorts & Spas is actually
really good at communicating on Facebook, with a
page for each of its destination and hotel (with even
an entire page dedicated to actual available jobs!):
Cristèle Juppet – MBA 2 A – February 2012- 3 -
Following key institutions with a great number of followers linked with the Hilton
values will be an important step into the online development of this hotel. For the moment,
there is no profile created for the HBBN.
Thanks to this article on the
Mashable website, we know that some
companies are not looking for the
number of followers, but for quality,
“communicating with people who are
genuinely interested in what is going
on the resort they are looking for.” The
HBBN will then have to do both on a
short term basis: follow as many
people as possible, but with
relevancy with its values and
interests!
When typing in Google the key
words “resorts and twitter”, I clicked on the first one and it is doing really good as there is a
Cristèle Juppet – MBA 2 A – February 2012- 4 -
really active interaction and conversations on the wall, with people from anywhere in the
world talking about the Diamond Resorts. The HBBN reputation manager’s duty will then
also be to appear #1 when typing these kinds of key words!
For a destination like Bora Bora, how could we communicate without thinking about
sharing videos and pictures to show the environment? A game could be created such as
posting a video/picture describing a Polynesian island each week, in order to have people
worldwide making research on what is showed in the video, and each week an island has to be
discovered, with a reward for the winner!
Only 8 pictures are available on Flickr; on YouTube we can nearly find guests videos
only, without any comment or conversation!
Cristèle Juppet – MBA 2 A – February 2012- 5 -
Four Seasons Hotels & Resorts will be one of the perfect examples as they have created Four Seasons Magazine with videos shared on
YouTube; people then can have an idea of the essence and purpose of the brand thanks to this alive medium.
The Hôtel du Louvre is also doing a great job on this
platform by showing the “backstage”: the social media manager
is even in charge of filming some room renovations in order to
make this hotel more alive and active within its community. This
transparency really attracts people!
Cristèle Juppet – MBA 2 A – February 2012- 6 -
Food reporter: as the Polynesian
culinary experience is unique, the hotel
should also share its local dishes from its
“gastronomic” restaurant in order to attract
people that belong to the greedy
community!
As people working for this
culinary sharing social media also taste
any kind of restaurants in France (even
Michelin stars), one person could be
invited to taste the local food and the
Hilton Bora Bora Nui Resort & Spa will
be part of the community!
Have a look here at how people do
talk about the Hotel de Crillon in Paris!
This platform could also be used later in the social interaction plan for this hotel,
maybe not until the second year of existence. Indeed, the online community should already be
targeted and loyal before trying to make them “check in” in the HBBN via Foursquare. Even
if Bora Bora is far from everywhere (18 000 km from France), occupancy rates are high and
honeymooners are still selecting it for their trips. This is why it is crucial to have a strong
community before going on this platform in a short term.
4 th step : answer 100% of negative comments about the hotel on Trip Advisor, within
a week delay. Actually, the HBBN does not have a significant and active impact on this
website, and should now use it as a real tool. Indeed, only 403 opinions are available, and
NO answer has been provided, even for the worst comments ever!Guests are not invited to leave comments; there is no interaction or thank-you-note
(for positive comments). Taking this objective, the Guest Relations Manager should be
Cristèle Juppet – MBA 2 A – February 2012- 7 -
trained so that, when talking with guests before leaving the hotel, she should orient them into
leaving a comment online on the social media platforms, in order to get more positive
comments and strong worldwide affluent people!
In case of a negative comment, write in a polite way, understand the complaint, and
apologize for it and search an excuse or compensation will be the minimum to communicate
on. The Hôtel du Louvre in Paris is actually doing a great job on this matter: each negative
comment should be answered and communicated to the general manager, and the reputation
manager also has the duty to answer to a minimum of 50% of positive comments . The
answers always look the same:
Cristèle Juppet – MBA 2 A – February 2012- 8 -
Cristèle Juppet – MBA 2 A – February 2012- 9 -
Typical answer from the social media manager for a negative comment
5 th step : Once the Hilton Bora Bora Nui Resort & Spa is well established on social
platforms and achieved a real positive image, all the direct links should be set up on the
official Hilton webpage and people should be able to leave comments directly on the website;
this last should then be strongly improved (a little bit later in the strategic plan).
One of the main onsite duties will be to train staff as guests usually complain on
Trip Advisor about the inefficiency of the local workforce. This matter will be part of an
active Human Resources policy and strategy, and it does not belong to the reputation
manager’s duties, but this fact will have a significant impact on the overall reputation of the
hotel!
6 th step : measuring it all. The general management will then be eager to have
concrete results. Indeed, after having invested in a new employee and strategy, they should
be happy with the whole image that has been created around the Hilton brand and the location
of this resort.
Success should be measured with the number of followers on Twitter, “like” on
Facebook, comments on YouTube for great videos, etc. The level of interaction on the
different wall will also be measured, and in the end, if the positive and active image of this
hotel is spread worldwide on the web, then the occupancy rate will surely increase…
Conclusion: the goal that the general management and the reputation manager should
bear in mind during this whole process is that the community should be core, not the
business.
Cristèle Juppet – MBA 2 A – February 2012- 10 -
“The purpose of a business is to create
a customer”
-Peter Drucker-
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