Social MediaTo tweet or not to tweet

and why

C O N F I D E N T I A L

ALWAYS BOOK HFH

Create a Social Media Strategy to Never Neglect Your Client

Am I talking or am I listening?Use active listening tools i.e. Google AlertsBe a proactive communicator

What perspective are you coming from when writing your tweet?

Who are your customers? What are their needs in the “new normal”?

What would you really like consumer to know?

Meat of Social Media:We believe in ______We are a community of _____

Fear not, tell the truth, but with a plan

C O N F I D E N T I A L

ALWAYS BOOK HFH

7 Rules of Social Media

Stop Distracting Your Clients, Start Engaging

Assume Nothing – Watch competition and see what worksEmpathize

Find out about customers’ lifestyleFeel into what it is like to be…[a traveling biz woman]

AdvocateCelebrate what the client likesMake your clients feel proud to have you

Invest in RelationshipBe connectedHonor who your customer is & what they want

i.e. Apple makes $$ on iTunes not iPods*Action for Agents*

Cut out pictures from magazines of what your client looks like (not an actual picture because a real photos bring judgment)Create a collage that represents the psyche of your client

C O N F I D E N T I A L

ALWAYS BOOK HFH

7 Rules of Social MediaCuration

As the expert, help your customer make choicesDifferent brands/different markets

Understand your audienceWho is your audience? What are they feeling?Example: Coca Cola: Women – Diet Coke; Men – Coke Zero

Help your customers choose, don’t just give thousands of choices

“Art of travel” specialistsTeach Them

Give your customers content and knowledge to celebrate your relationship/productExample – Tesla car owners

Educated consumersBuyer is well informed

Fact: Most people ask their peers for advice before they look at commercial message

CareAbout your customers and their worldProve with action. Not with money, with wordsPhysical participation

C O N F I D E N T I A L

ALWAYS BOOK HFH

Planning for Strategic Social Media

1. Analysis of opportunityPick a subject

2. Who is the audience on the other side of the opportunity?

Create a content strategyWhat do they need?

3. Where do they go?LinkedIn; Twitter; YouTube; Facebook; Pinterest

4. Timeline and resource planningWhenWho will manage the programWhat was the coolest thing that happened in travel today? Ask your employees

5. Action6. Evaluation and refinement

GIVE 10 TIMES WHAT YOU EXPECT IN RETURN