Social media has become a standard part of hoteliers marketing mix. However many hoteliers don't focus on social media ROI. Darlene Rondeau, VP, Best Practices for Leonardo is joined by Greg Bodenair, Area Marketing Manager at Kimpton Hotels of Boston & Cambridge to discuss how to build an effective social media strategy and track its ROI.

1. Copyright © 2017 Leonardo Worldwide Corporation
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Pause, Reflect, Reset:
How to Build a
Winning Social Media
Strategy for Your Hotel
January 19, 2016
Darlene Rondeau, VP, Best Practices, Online Merchandising, Leonardo
Greg Bodenair, Area Marketing Manager, Kimpton Hotels of Boston & Cambridge
Technical Difficulties?
Contact
Citrix GoToWebinar
1-800-263-6317
support@citrixonline.com
Copyright © 2017 Leonardo Worldwide Corporation

2. Darlene Rondeau
Vice-President
Best Practices, Online Merchandising
Leonardo
#LeoWebinar
@darlenerondeau

3. Follow:
@VFMLeonardo
Tweets & Questions:
#LeoWebinar
#LeoWebinar

4. Greg Bodenair
Area Marketing Manager,
Kimpton Hotels of Boston &
Cambridge
VP Membership Experience, HSMAI
Boston Chapter
#LeoWebinar
linkedin.com/in/gregbodenair
@gregbodenair and @HSMAIBoston

5. Poll
#LeoWebinar

6. Social Media & The Travel Shopping Journey
#LeoWebinar
83%
People use social
media as a
source of travel
inspiration
Google, 2014
87%
Travelers under 34
consult social
media for travel
inspiration
TravelMedia Group, 2016
33%
People who used
social media to
research travel
changed hotels
Internet Marketing Inc., 2015
76%
Travelers post
vacation
photos to social
networks
Internet Marketing Inc., 2015

7. #LeoWebinar

8. 31,000 Storytellers = Massive Audience
#LeoWebinar
CONSERVATIVE ESTIMATE
(39% x 31,000 * 1) + (23% x 31,000 * 101) + (20% * 31,000 * 251) + (15% x 31,000 x 501) = 4,618,070 people
HIGHER ESTIMATE
(39% x 31,000 * 100) + (23% x 31,000 * 250) + (20% * 31,000 * 500) + (15% x 31,000 x 501) = 8,421,150 people
Number of
Friends the
“Adult
Facebook
User” has
Pew Research, 2014
Tim Peter, 2016
39%
1-100
23%
101-250
20%
251-500
15%
500+
155
Average
Number of
Facebook
Friends
Oxford University, 2016

9. from How Micro-Moments Are Reshaping the Travel Customer Journey
Framing Your Social Media Strategy
#LeoWebinar
Source: Think With Google

10. Creating a Travel Micro-Moments Strategy
Be There. Identify the micro-moments for travelers
that fit your business, then commit to being there to
help when they happen.
Be Useful. If you want to win the hearts and minds
(and business) of travelers, you'll need to do more
than just show up. Be relevant to the person's need
in that moment. Connect them to the inspiration
they're looking for and to the answers they want.
Framing Your Social Media Strategy
Source: Think With Google
#LeoWebinar

11. Ask yourself, and answer,
this important question:
What is the traveler's
need(s) that you're
solving for, what is their
current situation or
context, and how can
your brand help?
Framing Your Social Media Strategy
#LeoWebinar

12. FOCUS ON BUILDING RELATIONSHIPS.
 Depth of social interaction (likes, comments, shares) vs. breadth
(follower and friend growth).
 If you publish valuable content, followers will increase organically.
ENGAGEMENT AND CUSTOMER SERVICE ARE TOP PRIORITIES.
 React to what your audience likes and wants to engage with, as
opposed to what you want to push out.
 One way to learn what your audience likes? Discovering user-
generated content.
Social Media Mission Statement
#LeoWebinar

13. User-Generated
Content (UGC):
Content created by
users (i.e. hotel guests)
in the form of blogs,
posts, tweets, podcasts,
digital images, video,
etc., often made
available via social
media
Social Media Content:
What to Post
New
Content To
Inspire
New And
Expanding
Audience
Authenticity
And
Trust
#LeoWebinar

14. 57 Hotel
#LeoWebinar

15. Content
published by
@asequinedlife
on Instagram 
ask for
permission to
re-post  re-post
on Facebook
page
Kimpton Nine Zero Hotel
#LeoWebinar

16. Set up searches for your brand’s hashtag(s), geo-location, and monitor
mentions + check-ins from guests
How To Identify UGC
#LeoWebinar

17.  Local tips, events, insider or behind-the-scenes info
 Holidays (traditional and wacky, in moderation)
 Timely articles from credible publications
 Content posted by credible social influencers
 Tips from experts at your property—chefs,
bartenders, concierges
 Content posted by other hotels & restaurants in your
brand (follow them on Facebook & Instagram and scroll through
your feed for inspiration)
 Praise & reviews about your hotel or restaurant
(“thanks for the review!”)
In Addition To UGC: Other Ideas For Content
#LeoWebinar#LeoWebinar

18. Social media strategy must tie back to a bigger business objective
Demonstrating ROI (Reward On Investment)
#LeoWebinar
What do you
want to
achieve?
Who is your
audience?
How will you
measure
success?

19. Why Organizations Avoid Focusing on Social Media ROI
Know What To Measure
#LeoWebinar
56%
An inability to tie
social media to
business outcomes
39%
A lack of analytics,
expertise and/or
resources
38%
Poor tools
35%
Inconsistent
analytical
approaches
30%
Unreliable data
Goal No. 1: Increase Social Media Engagement
Social media metrics to measure: Likes, Shares,
Comments, Retweets, Mentions, Favorites
Goal No. 2: Increase Customer Acquisition on
Your Website
Social media metrics to measure: URL clicks and
traffic from social media
Goal No. 3: Increase Brand Awareness
Social media metrics to measure: Follower growth
rate, percentage change over time in followers,
Twitter sentiment, reach by region, clicks by region
“A Comprehensive Guide to Social Media ROI” by Hootsuite, 2016

20. Secrets Playa Mujeres
#LeoWebinar

21. Objective: Target newly engaged
couples, fill 2016/2017 wedding calendar
Love It, Book It,
Get More Campaign
#LeoWebinar
500
Contest
Entries
34,000
Facebook
Impressions
20
New Weddings
Booked
$165,000

22.  2016: Facebook algorithm update,
preference to posts from friends + family
 2016: Instagram algorithm update,
preference to content you have engaged
with in the past
 Moving from social networks to paid media
channels
 Facebook Audience Network (FAN) feeds
Facebook ads to other apps and mobile
websites
 Paid ads on social will be new norm
To Pay or Not to Pay? That Is the Question
#LeoWebinar

23. Facebook Business Success Story: IHG
#LeoWebinar

24. Instagram Business Success Story: Caesars Entertainment
#LeoWebinar

25. So Many Opportunities To Explore
#LeoWebinar

26. Questions & Discussion
#LeoWebinar

27. #LeoWebinar
www.vizlly.com

28.  Recording of this
webinar. Share it with
your colleagues
 Leonardo Blog:
blog.Leonardo.com
 Next webinar: Content
Marketing (Feb 16th,
2017)
It’s a Wrap
#LeoWebinar

29. Connect With Us!
#LeoWebinar
leonardo.com
1.877.593.6634
@darlenerondeau
blog.leonardo.com
kimptonhotels.com
linkedin.com/in/gregbodenair
@gregbodenair and
@HSMAIBoston
Greg BodenairDarlene Rondeau