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Hotel Social Marketing Toolkit

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Hotel Social Marketing Toolkit Hotel Social Marketing Toolkit March 2019 © 2017 All Rights Reserved Proprietary and confidential – Further reproduction or distribution is prohibited Our Social Media Vision In order to unify the social media activities and voices of our brands, IHG has created a vision that should drive your social media efforts. This mission starts with our commitment to delivering True Hospitality both offline and online, and is rooted in our desire to create great hotels that guests love. Based on the concept of surprise and delight, your hotel can begin to utilize social media in a way that creates uniquely personal experiences and builds lifetime relationships with your guests. Through highlighting your brand values and by putting the guest at the heart of every interaction on social media, IHG can deliver a consistent digital experience that fosters guest and brand love. 3/26/2019 Social Media + True Hospitality 53% of people who use Twitter to communicate with a brand expect a response 95% of leisure travelers read at least 7 within an hour reviews before booking their holidays 81% of consumers who don’t get an 23% of travelers use social media when answer from a company on Twitter, won’t researching hotels. 33% will change their recommend the company to a friend hotel. 77% of consumers are likely to 48% of people check into a location (via recommend a brand following a personalized Facebook or Foursquare) while on vacation service interaction 3/26/2019 How to Leverage the Social Marketing Toolkit Social media is a dynamic and flexible marketing tool that allows hotels to meet various guest service and experience needs. Guests leverage social media during all steps of the Stay Journey, including “Dream,” “Plan,” “Book,” “Stay,” and “Share.” SHARE Hotels can use social media to engage the guest at each phase of that journey to improve the guest experience, increase overall guest satisfaction and mitigate service recovery opportunities. DREAM SHARE PLAN This tool will help you discover how to best leverage social media STAY for your property – from simply listening to guests to engaging with users and telling your hotel’s story online. This guide will help you BOOK develop the right social strategy based on your business needs, and provide you with guidance on how to manage your social media presence as you move forward. SHARE For questions about this toolkit or for additional resources, please contact: [email protected] 3/26/2019 Social Marketing Toolkit Contents IHG Social Media Assets: An overview of global and regional social media channels across IHG brands Crafting Your Social Media Strategy: A brief introduction of the different roles that your hotel can play on social media • Listening: Learning how to listen to and monitor messages on social • Responding: Discovering the trips and tricks to engaging with guests • Curating: Understanding types of content you can post on social media to drive results Learn More: Where to go for questions, requests and more information 3/26/2019 IHG Social Media Assets IHG Global Social Channels At the global and regional level, IHG leverages several key social media channels across brands. Together, these key channels provide a unique and consistent voice for each IHG brand. Consider leveraging these channels as a reference for content ideas, themes and tone. Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Instagram Instagram Instagram Instagram Instagram Instagram Facebook Facebook Facebook Facebook Facebook Facebook Facebook Twitter Twitter Twitter Twitter Twitter Twitter Twitter Instagram Instagram Instagram Instagram Instagram Instagram Instagram 3/26/2019 IHG Social Media Footprint IHG Hotels & Resorts X X X X X X IHG Corp IHG Employer Brand (Careers)* X X X X IHG Service X X IHG Rewards Club X X X X X X X X InterContinental X X X X X X X X Crowne Plaza X X X X X X X X Hotel Indigo X X X X X X X X X X EVEN Hotels X X X X X X X X Holiday Inn X X X X X X X X Holiday Inn Express X X X X X X X X X Staybridge Suites X X X X X X X Candlewood Suites X X X X X X X X avid hotels X X X X X X X Kimpton* X X X X X X X X Regent* X X X X X voco26 MarchHotels 2019 © 2017. All rights reserved. ProprietaryX and confidentialX X X X X Stay Brand Social Media Footprint Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Facebook Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels (Global) Express (Global) Suites Suites (Global) (Global) (Global) Holiday Inn Holiday Inn Hotel Indigo InterContinental Crowne Plaza (AMEA) Express (EUR) (EUR) (AMEA) (AMEA) Holiday Inn Hotel Indigo InterContinental Crowne Plaza Express (AMEA) (AMEA) (ARABIA) (JAPAN) Twitter @HolidayInn @HIExpress @Staybridge @Candlewood @HotelIndigo @InterConHotels @CrownePlaza @EVENHotels @avidhotel YouTube Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Instagram HolidayInn Hoiday Inn Staybridge Candlewood HotelIndigo InterContinental CrownePlaza EVENHotels avid hotels Express Suites Suites LinkedIn Holiday Inn Staybridge Candlewood Hotel Indigo InterContinental Crowne Plaza EVEN Hotels avid hotels Express Suites Suites Pinterest Holiday Inn Holiday Inn Staybridge Candlewood Hotel Indigo Express Tumblr Hotel Indigo © 2017. IHG All rights reserved. 26 March 2019 Proprietary and confidential - Further reproduction or distribution is prohibited Stay Brand Social Media Footprint (Cont.) Kimpton Regent voco Hotels Facebook Kimpton Regent voco Hotels Twitter @Kimpton @RegentHotels @vocohotels YouTube Kimpton Hotels Regent Hotels & Resorts voco Hotels Instagram @Kimpton @Regent_Hotels @vocohotels LinkedIn Kimpton Hotels & Regent Hotels & Resorts voco Hotels Restaurants Pinterest Kimpton Hotels & voco Hotels Restuarants Tumblr © 2017. IHG All rights reserved. 26 March 2019 Proprietary and confidential - Further reproduction or distribution is prohibited IHG Social Media Footprint IHG Hotels & IHG IHG Rewards Club IHG Careers IHG Service Resorts Facebook IHG IHG Corporate IHG Reward Club (Global) IHG Careers IHG Rewards Club (Europe) IHG Rewards Club (AMEA) IHG Rewards Club (ARABIA) IHG Rewards Club (Japan) Twitter @IHG @IHGCorporate @IHGRewardsClub @JoinIHG @IHGService YouTube IHG IHG Rewards Club Join IHG Instagram IHG IHG Rewards Club Join IHG LinkedIn IHG IHG Rewards Club (Group) Pinterest Tumblr © 2017. IHG All rights reserved. 26 March 2019 Proprietary and confidential - Further reproduction or distribution is prohibited Crafting Your Social Marketing Strategy Your Social Marketing Strategy Whether you have an established social media presence or are just getting started, consider these questions to determine what level of activity your property should have on social media: • Is your property in a vacation destination? • What is your typical mix of leisure vs. business travel? • Do you have a dedicated social media or marketing team? • Do you have stand-out amenities or offerings that can be leveraged on social media? • Do you have content to populate social media beyond just hotel promotions? • Do you receive frequent posts from guests on your social media today? 3/26/2019 Social Marketing Toolkit Pillars Depending upon your hotel and unique guest needs, leverage the three Social Media Toolkit Pillars below. Each pillar can be flexed and amplified to create your own Social Media Strategy. Listening Responding Curating • Monitoring guests’ • Answering guests’ • Proactively posting mentions on social questions engaging and relevant media • Responding to content • Hearing guests’ negative complaints • Leveraging guest issues and and fixing guest issues photos (UGC) to share understanding (both during and post- and post on page problems at your hotel stay) • Driving conversation • Using data and • Leveraging positive and engaging with users themes to make feedback and decisions and improve stewarding positive the guest experience experiences 3/26/2019 Platforms Facebook: The place to story tell. This is the place for articles, videos, GIFs and links. Most versatile platform with the widest range of audiences, but content still requires considerable thought. Instagram: The place to create art. This remains a place where lifestyle and aesthetic beauty meet. Make sure that you focus both on how each individual image looks, as well as the story and tone of the gallery as a whole. You can make use of call to actions without being overly sales-y and use hashtags to track conversations. Twitter: The place to listen. People expect the quickest responses on this platform and usually use it to ask specific questions. Other content should be short and to-the-point. Pinterest: The place to glam it up. This is where people get a lot of their travel inspiration and planning done. Content is visually appealing and the best performing pins can be promoted, so they appear in relevant places. 3/26/2019 Listening Guidelines for Social Media Listening 1. Monitor guest messages on your hotel social media pages: Continually monitor your social media pages (including posts, comments, messages, and reviews) to understand guest feedback, questions, and comments. Listen to what guests are saying on your page about your property and leverage those insights to enhance your guest experience and optimize your marketing efforts. 2. Listen to what guests are saying about IHG brands: Visit other IHG pages (including your brand’s global page) to understand guest feedback and discussion themes. 3/26/2019 Guidelines for Social Media Listening 3. Understand what your competitors are doing on social: Be sure to occasionally monitor what hotels in your area, both direct and indirect competitors are posting on their social media pages. This can help you determine what content may resonate with your own target audience and uncover untapped opportunities. 3/26/2019 Responding Guidelines for Social Media Responses 1. Responding to a question about your hotel: Provide a clear and accurate answer to the guest.
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