Before building a website, you will have two options to discuss with your web developer: creating the site with or without a Content Management System (CMS). If you are not familiar with HTML coding, then I recommend you build your hotel's website with a CMS because it will provide a user-friendly interface that allows you to add or revise content and graphics much more easily than a site built without a CMS. A CMS typically integrates a formatting toolbar (similar to Microsoft Word's editing toolbar) into each page, allowing you to bold or italicize text, add hyperlinks or images, and arrange the page's layout without knowing HTML.

Custom CMS vs Open Source CMS

Once you understand the benefits of building your hotel's website on a CMS, you will need to determine whether you are going to use a custom CMS or an open source CMS. What's the difference? A custom CMS is a unique management system created and programmed in-house by a web development company, usually to simplify content updates for companies with very complex sites. An open source CMS, such as Wordpress, Joomla!, and Drupal, is a free content management system that has been developed and somewhat homogenized by web developers all over the world and is continuously supported and improved by the entire community that uses it. Many website development companies create a custom CMS, add branding to make it their proprietary CMS, and then build all of their clients' sites on it. A proprietary CMS is usually an over-simplified management system that is expected to make the daunting behind-the-scenes labyrinth of the interwebs seem extremely user-friendly, even moreso than an open source CMS. When you hear that a company can quickly deliver a website on their proprietary CMS, providing a foolproof solution for maintaining your site's content without knowing any HTML jargon, it's hard not to pull out your pen and sign on the dotted line. However, while working at Blue Magnet Interactive, I have learned the hard way that a website built on a propriety CMS will usually result in more trouble and accrue more costs in the long term than a website built on an open source CMS.

businessman-handcuffed-to-laptop-102913

Controlling the fate of your hotel's website

It is important to understand that building your hotel's website on an open source CMS allows the hotel to maintain full ownership of its site. Using a proprietary CMS gives the web development company full ownership and control over your hotel's site.

An open source CMS is continuously improved by the community of users, who all have a vested interest in enhancing the CMS framework, fixing bugs, correcting security flaws, and adding new usability or functionality features. A proprietary CMS relies on a single company for updates and improvements, so the fate of your website ultimately lies in the hands of that company.  If the company goes out of business, you will likely lose your website. If the company decides to discontinue their proprietary CMS product because it's no longer profitable, you will likely lose your website. If the company decides they no long want to work with you as a client, you will likely lose your website.

Of course, the client-vendor relationship works both ways. The website development company might build you a beautiful new website on a proprietary CMS, but what if your hotel decides to switch marketing vendors or take its marketing in-house? How will a change in vendors impact your website? Unfortunately, you will most likely be tied to the original agency that created your website on its proprietary CMS.  In some instances, you may be able to simply lease the use of the CMS while your hotel team manages and markets the site. You will essentially just be paying for the vendor to host your site and use their CMS. This scenario, however, comes with its own set of challenges.

For instance, while you will have some access to make basic content updates in the proprietary CMS, your capabilities will be extremely limited. Many proprietary CMSs will allow you to modify body text and some photography, but you are limited to those minimal changes. Considering many vendors design their CMS for simplified website editing, some of the most important features of your website may be hidden from the user's view, requiring you to call the original CMS company and pay a considerable hourly fee to make technical updates on your behalf. If your hotel or marketing team decides to target a new keyword, how can you update the meta-content to tackle this new SEO strategy? Chances are you can't -- at least not without the help of your previous vendor. How can you add tracking code to integrate Google Analytics? What if you want to add event tracking on all call-to-actions (check availability buttons or banner ads) so that your hotel can determine which special offers are performing exceptionally well and which packages may need some additional strategizing? More likely than not, you will have to jump through the same hoops and pay the same fee as I mentioned above. The point is: when your hotel's website is built on a proprietary CMS, you don't have control of your own website, so when you need to make changes, well, more often than not, you can't. At least not without paying the development company with whom you thought you had severed all ties.

Controlling the fate of your hotel's hosting

When building a website, you also need to consider how your site will be hosted. While this may not always be the case, it is likely that if a web company builds a site on a proprietary CMS, the company will also own the hosting for the site. It's possible, and perhaps likely, that you don't know or care where your site is being hosted; as long as your hotel's website is up and running smoothly so that guests can book a hotel room, you are content. However, these same "what if" scenarios that I brought to your attention previously will also apply to hosting. If you leave your current web development company for a new vendor, will the new vendor be able to access the hosting platform to troubleshoot if your website goes down? If you build a new 'things to do" page to replace an old events page, will your new vendor be able to access the correct file on the hosting cpanel to set up the proper redirect so that Google doesn't penalize you for duplicate content or index an outdated paged, both of which will negatively impact your SEO?

If not, your hotel and your new web team will still have to rely on your previous vendor to ensure that the technical SEO is up to Google's strict standards and that your website is properly functioning.

Why Blue Magnet Interactive designs websites on open source CMS platforms

Just last month a former client, who had recently relocated to a new hotel as the General Manager, called me up and said, "I'm firing my current online marketing company. I want Blue Magnet to take over our hotel's website. I need to impress the big guys fast! Can you make our crappy site look really hip and cool?" While I am ecstatic to hear that a former client wants to take his Blue Magnet team to his new hotel and Blue Magnet is excited to welcome new business, I was immediately hesitant to begin making promises until I could figure out the logistics of the previous vendor's proprietary CMS.

Fortunately for us, most marketing vendors that have transitioned hotel clients to Blue Magnet have been fairly cordial in the process, but why should they feel obligated to help transfer their client to a new web developer? In the case of my returning client, both the hotel and I were limited to using the parts of the proprietary CMS that only allowed for very basic changes to the body text and photos on the pages.  Unfortunately, this only gets you so far, particularly when you are responsible for improving the SEO of a site from a technical standpoint. After using my client's login information to peruse the proprietary CMS, I was dismayed to learn that there was very little I could do to improve their site without having access to the full code of the site. I could not make many aesthetic changes. I could not add new plug-ins or modules that might make the site load faster or might add a useful new feature. I could not access the meta-content to implement a fresh SEO strategy. I could not access the cpanel to fix any technical SEO issues or set up redirects.

Needless to say, the best solution I could offer my client was a brand new website built on an open source CMS and hosted on third-party hosting platform. Redesigning the site from scratch was more cost-effective and efficient than stripping out the old proprietary CMS to add an open source one (which would have created a Frankenstein of a site, patched together with duct tape). While the client was unhappy to learn that they would have to scrap their old site and start over, the benefits of having Blue Magnet design and manage a website built on an open source platform outweighed the negatives of remaining with their current marketing vendor.  If the hotel's website had been built on an open source CMS from the get-go, the transition between vendors would have been much more seamless and much less expensive, as it would likely not have required a completely new site build.

Designing and building websites on an open source design platform allows Blue Magnet to maintain transparency when working with our hotel clients. We do not own your hotel's website. Your hotel owns it. You can walk away with your website, and any web geek who knows how to use an open source CMS like Joomla, Drupal, or Wordpress can make content and technical changes to your website. All web designers are familiar, and many are experts, in these popular open source platforms that are regularly improved by the development community. Blue Magnet also does not lock you into hosting or mask hosting fees that leave you wondering what you are really paying for. Rather, we host your site on a third-party hosting company so that you can log-in at your convenience and take it with you, should you choose to. The bottom line? In my experience, a beautifully designed website built on an open source CMS and hosted on a third-party vendor will provide a transferrable website solution at a lower cost and will prove to be a valuable long term investment.

Tags , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

A hashtag (#) is a symbol that is being used across social media channels to organize, search, as well as expand the reach of different content. On June 12, 2013, the hashtag invaded Facebook. The pressure to stay relevant and the desire to fit in forced Facebook to succumb to the ever-popular hashtag. Since it originated on Twitter, I am inclined to compare the success of hashtags on Twitter to that of Facebook. Although a valiant effort, Facebook has not had the same success seamlessly integrating hashtags into their content as Twitter has had - at least thus far.

#LikeABoss

Why should you incorporate hashtags into your social media content? On Twitter, users incoroprate hashtags to categorize their tweets, create searchable terms, and form a sense of community around a particular topic. Below are 5 enticing reasons to appreciate the use of hashtags on Twitter:

  1. Organizing Topics- As seen in this screenshot below of the Twitter search result for #WaltDisneyWorld, hashtags make it easy to search for specific keywords or organize conversations surrounding a relevant topic. Grouping these phrases or terms is highly beneficial for brands targeting specific markets because they are able to include relevant hashtags in posts to expand their reach into a specific target market. #WaltDisneyWorld Search
  2. Creating Searchable Content- Since hashtags create clickable words, users are able to easily search for conversations related to a specific keyword or topic, allowing people to engage in online conversations with friends or strangers alike across the world. For example, if a guest was looking to stay at The Emily Morgan Hotel, they could search #EmilyMorganHotel to find out what other guests at the hotel have been saying on Twitter before deciding to book a room.
  3. Fostering a Sense of Community- Due to the fact that conversations are able to flow effortlessly around the globe, a sense of community is formed based on specific hashtags that are created for different events, experiences, or contests. These shared hashtags can include anything from phrases and locations to brands and performers. The example below is a conversation on Twitter that is utilizing #DuPageChat. This hashtag was used to discuss town happenings in DuPage County, upcoming events in the area, and residents’ questions in an effort to bring the community together.            #DuPageChat Twitter Search
  4. Expanding Reach- One of the greatest advantages of social media is its global reach. Using the hashtag effectively can broaden your reach because you are able to converse with people across the world who are discussing similar topics in a matter of seconds! As a hotelier, utilizing hashtags can bring in new business too! By monitoring location based hashtags such as #disneyhotel, hotels are able to reach people who are not brand loyal but know the area in which they are looking to travel. This is the perfect opportunity for a hotel to reach out to someone looking for a #disneyhotel and offer a 140 character sales pitch as to why they should stay at this particular hotel for their Disney vacation.
  5. Providing Customer Service- The hashtag is a great way for hotels to connect with their customers or audience. By monitoring hashtags that include your brand name, hotels are able to provide speedy customer service and respond to any questions or comments guests might have. For instance, if a guest tweets to the hotel asking if he or she will be able to watch a certain TV station in the guest room, the hotel can respond quickly with the information, providing stellar guest services!

#WhatWentWrong?

Ideally, the benefits of using hashtags on Twitter should roll over to Facebook seamlessly, but thus far, I do not think the hashtag has had the same impact on Facebook as it does on Twitter. Although the components of what makes a hashtag so beneficial that I outlined above still play a pivotal role across social channels, Facebook has had a difficult time successfully integrating the hashtag into it's platform. Here are some reasons why I think the hashtag is destined to be doomed on Facebook:

  1. Different Demographics - Twitter and Facebook are not attracting the same audience, as seen below in the infograph from Buffer. Facebook holds 67% of all social media users and has a much larger age range, while Twitter has 16% and holds a steady age range. Although the majority of both social media sites’ users range from ages 18-29, Facebook has notably more users in the 50-64 and 65+ than Twitter. This makes an impact when using a hashtag because the older generation does not typically adapt to technology as quickly as 18-29 year olds do. Terminology like twit instead of tweet, or calling it The Facebook (haven’t they seen The Social Network?! JT nixed the “The”!), doesn't seem to bode well to the future of the hashtag on the social networking mecca.socialmediademographics
  2. Misuse Can Lead to a Spammy Experience - As noted in my first point, it is easy for Facebook users to misuse hashtags. The improper use of the hashtag could lead to excessive hashtags in a post, irrelevant hashtags, or a combination of both. Since Facebook already has complaints of too much spam, the hashtag has the potential to inflate that issue. This will not only get annoying fast, but will also make Facebook look like a spammy mess, and no Facebook user wants that. Take for example this post from Berjaya Hotels & Resorts where 19 hashtags were used!
     Berjaya Hotels Excessive Hashtags In Facebook Posts
  3. Not Mobile-Friendly - When Facebook rolled out the hashtag early June, a couple of important features were missing - hashtags were not clickable in the comment sections (the centerpiece of the Facebook conversation platform) and no hashtags were clickable or searchable on mobile devices. Although they recently rolled out clickable hashtags in the comment section, hashtags are still not clickable or searchable on mobile devices. One of the benefits of a hashtag is that it provides users with relevant, timely information, and with more than 140 million Americans using smart phones to access social media, not having the ability to click and search hashtags on a phone totally negates this benefit for a large percentage of Facebook’s users. Facebook has mentioned that they hope to implement clickable mobile hashtags soon, but as of now, the lack of mobile compatability is still a major drawback for Facebook.*
     W Hotels Facebook Hashtag Search
  4. Privacy Settings Getting in the Way - The final straw in this crumbling attempt to execute hashtags on Facebook is Facebook’s privacy settings. When used on Facebook, hashtags will conform to the privacy settings that a user has set on his or her Facebook account. This means if you compose a status update about an “#AwesomeHotel” and your privacy settings limit your conversations to be viewed by only your friends, then only your friends are going to see that post, regardless of your hashtag usage. This takes away another main attraction of the hashtag, its global presence and ability to foster a community. If only a user’s friends can see their post about an “#AwesomeHotel,” your hotel will never even know that the guest wrote about the #AwesomeHotel on Facebook. Facebook’s complex privacy settings block any chance for the hashtag to have the impact on Facebook that it has on other sites. Although Twitter has similar privacy settings, people are less likely to implement them because of the nature of the social network. Facebook users tend to set strict privacy settings intentionally so they can communicate with family, friends, and acquaintances. It also doesn't help Facebook's case that users have compalined pretty loudly in the past about the lack of privacy on the social networking site. On Twitter, 64% of young adults have public profiles, 24% private, and 12% are unaware which type of profile they have. Twitter’s default setting is a public profile.

#AWorkInProgress

Facebook put forth a gallant effort to stay trendy by implementing the use of the hashtag. Unfortunately, I think that Facebook’s efforts thus far have fallen short on this trending topic. With the great probability of misuse, the lack of presence on mobile devices, and the rigorous privacy settings getting in the way of tracking information freely, the odds are against Facebook. Hashtags just don’t translate as well to the nature of Facebook as they do to the Twitter-verse. Facebook is a network for people to connect with acquaintances and friends, while Twitter is more commonly used for sharing news or conversing online with faceless strangers. However, if Facebook is able to adapt their strategy and integrate the hashtag successfully, meaning it becomes mobile-friendly and the older generation begins to understand the benefit and use of a hashtag, then Facebook may have the potential to allow users to categorize, sort, and filter their posts much more efficiently. That said, it is my opinion that Facebook should stick to what they know works well for the over 1.1 billion users they currently have, and that is not hashtags. It seems other Facebook users may share my sentiments on the hashtag - one user even began a public backlash with the invention of this Facebook page named "This is not Twitter. Hashtag's don't work here".

facebook-hashtag-facebookpage

 

*Update - Facebook has finally added some basic functionality on the mobile platform. Hashtags are now clickable on mobile devices, but users are still not able to proactively search for a particular hashtag. 

Tags , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

I love Halloween for three reasons: candy, costumes, and television specials. So, with the approaching holiday in mind, I thought it may be timely to follow the Treehouse of Horror motif and explore the spookier aspects of online marketing. After digging deep beneath Google’s multicolored surface, I chose to shed some light on 4 Google tools that may creep out the average Internet surfer but can greatly benefit your hotel’s online marketing strategy.    

Google Adwords Remarketing

Have you ever wondered why Google keeps insisting you’re looking for single Jewish girls in your area? Or why a display ad featuring those Nike running shoes that you put in your online shopping cart and never purchased is repeatedly showing up on every website? You were most likely another target of Google Adword’s remarketing. This Adwords feature helps businesses serve extremely targeted ads to people who have previously visited their sites. The ads pull images or text that is relevant to particular individuals. For example, let’s say you read a review about a Hilton hotel in Chicago while on Expedia. You might then begin to see Expedia ads featuring the exact same Hilton hotel on Google’s search engine results or on various websites that are part of Google’s search network partners.

How To Use It:

First, you need to add remarketing tags to all the pages of your hotel’s website. When people visit that site but don’t complete a specified conversion in a certain time period, they will be added to a list. The lists are just collections of cookies from the people that have visited your site. Though the marketers cannot see what IP address those cookies are from, Google can, and Google uses that information to send remarketing ads.  The users on these remarketing lists will begin to see ads from the previously visited site through Google Display or Google Search networks until they do make a conversion within a given amount of time or exposures. It is important to create a separate ad group just for these remarketed potential customers to show them a specially tailored message.

Why Is It Creepy?

There is a fine line separating persistence from creepiness. Just like the weird guy that keeps insisting that you need to hang out, remarketing a message too many times can cause user aversion.

Google Remarketing Creepy Girlfriend

Why Is It Helpful?

While it can easily be seen as a creepy marketing tool, remarketing can help businesses successfully convert shoppers by pinpointing users who have expressed some kind of interest in a specific product and customizing the message delivered to them. Remarketing can be a great way to drive conversions, build awareness to your brand, and improve your ad campaign’s quality score. But just how effective is remarketing in the hospitality industry? According to Google, when Loews Hotels revamped their adword strategy to include remarketing, they saw an increase of 60% in revenue, a 57% lift in bookings, and a 9% lower cost per conversion.  A common rule of thumb is to assume that people visit 8-10 hotel sites before booking. If potential guests visit your site, don’t convert, but continue to see your hotel in display ads throughout the remainder of their search, they are more likely to be influenced to select your hotel in their final purchase decision.

Google Analytics

The amount of free “behind-the-scenes” data available in Google Analytics is astonishing. If you have Google Analytics installed on your website, you can monitor the most visited pages, traffic filtered down to the type of browser your visitors are using, time spent on every page, percentage of people making a designated conversion, along with many other useful variables and metrics. When you log into Google Analytics, you can even monitor in real time how many people are on your website at any given moment.

Dracula Loves Google Analytics

How To Use It:

Google Analytics is surprisingly easy to set up.  All you need to do is visit analytics.google.com to add your website and retrieve a snippet of code that is specific to your hotel. Then, have your web developer paste the snippet of tracking code in your website’s HTML right before the end of the tag. Google also provides easy instructions for setting up goals and event tracking on all your key performance indicators in your site.

Why Is It Creepy?

People tend to forget that marketers can see loads of information regarding how visitors interact with websites.  So, while I am lazily scrolling through endless Buzzfeed articles, my every movement is being silently observed, and my behavioral data is then interpreted to create new marketing strategies. Very sneaky, Buzzfeed.

Why Is It Helpful?

When a hotel nearly instantaneously receives the raw visitor data from their Google Analytics account, they can analyze the visitor behavior and improve their website to better serve their visitors. Google Analytics helps companies draw conclusions on how to make a better user experience, whether that means redesigning the main navigation to create a more intuitive visitor flow or developing a mobile site that is better optimized for your vastly growing mobile traffic. For example, if you saw a high bounce rate on your holiday specials landing page, it would raise a red flag because it may mean that visitors were not finding what they were looking for. Maybe your landing page did not have robust copy. Maybe it did not have enough relevant information about the amenities included and the package price point. Or, maybe you needed to implement a stronger call-to-action that clearly explained “click this button to book the limited time offer.” Every piece of data tells a story of how a user interacted with your site, so your hotel marketing team should continuously dive into the reports to better enhance your website’s performance.

Dynamic Keyword Insertion

Dynamic Keyword Insertion is another Google Adwords tactic that allows marketers to dynamically generate ad copy including exact words or phrases that the searcher typed into Google. The marketer can tell Google that it should replace the word “sneakers” with “running shoes” or “tennis shoes” in your ad copy if the search query included that exact word.

How To Use It

This pay-per-click advertising tactic works for text-based ads, local ads, and mobile ads across all Google networks. You can add the keyword insertion code with any component of your text ad: headline, description lines, display URL or destination URL. Simply include a snippet of code in your ad that will insert any keyword from your keyword list if it has been searched by someone on Google.

The code looks like this:

 {Keyword: Luxury} San Fran Hotel

Display URL: www.sfhotel.com/LuxuryHotel

Ad Copy Line 1

Ad Copy Line 2

 

The default text, “luxury,” will be used if a searched keyword exceeds your adwords character limit or if no search term triggers a match.

Why Is It Creepy?

The searchers are usually unaware of what is happening, so rather than understanding that Google is serving them a dynamically inserted keyword based on their query, the innocent Google users are seeing ads that seem to address the exact need that began their initial search.  Ads that name specific products or services instead of using broader, generic copy appear more trustworthy, thereby winning more clicks from unsuspecting Google users.

Why Is It Helpful?

Using dynamically inserted keywords will make the matched text in your ad bold, thus helping it stand out from the rest of the page. Because the ad looks more helpful and seems to exactly match the searcher’s query, it will increase your Click through Rate (CTR) and, in turn, raise your Quality Score. Marketers beware, though. If your ad is bringing people searching for “San Francisco hotels” to a landing page about your Oakland property, and those visitors are bouncing off your site, your Quality Score could actually be adversely affected. It’s best to use dynamically-inserted-keyword-tailored ads with a variety of keywords that already convert for your hotel.

Google+

The initially criticized social site has gained significance in the world of SEO recently.  Google has long been secretive about exactly what components contribute to their search algorithm. Though it hasn’t been confirmed, there is an eerie correlation between +1s and SERP ranking. Currently, if the user or somebody in the user’s circle has +1ed a particular hotel, that particular property will appear higher in Google’s search rankings.  

How To Use It:

Now, more than ever, it’s important for hotels to create a Google+ page, make it public, encourage guests to +1 the property, and boost your positive reviews. The Google+ page should also be merged with Google Places. This might happen automatically, or you may need to update to the newest Google Places listing. Merging these two should make it easier to control your hotel’s information and content.   

Why Is It Creepy?

I know what you’re thinking. How could Google+, the lovable loser of social networking sites, take creepiness to the next level? Here’s how. Starting November 11th, Google+ will roll out a new form of advertisements called Shared Endorsements. Shared Endorsements will use names, photos, and snippets of reviews from actual Google+ users in ads for different businesses. To be fair, there will be a way to opt out and Google will follow their privacy guidelines. In reality, the world’s leading social site, Facebook, already does something similar to shared endorsements with their sponsored stories, where brands pay Facebook to prominently display their pages to users whose friends have already like the page. 

Why Is It Useful?

Google+ is optimized for semantic relevance, an initiative of Google’s new algorithm Hummingbird. As time goes on, we can only assume that Google+ will play a larger role in SEO. Optimizing your hotel’s Google+ now will help your hotel stay ahead of the curve. 

Coming Up in Google’s Tales from the Crypt:

Google has a lot of things coming down the pipeline that seem to be ripped out of Larry Page’s science fiction novel. Though not necessarily related to hospitality online marketing, they are entertaining ideas nonetheless. Google Now is already up and running and can step in as your personal assistant instantly. While Google Glasses are still in their infancy, Google has already patented Pay-Per-Gaze, an ad model similar to pay-per-click that will monitor how long an ad is looked at and what sort of emotional response it produces. Finally and best of all, Google’s moon-shot program Calico is venturing into the medical field with the intention of increasing the human life span.

Eerie or Effective?

We are in the age of big-data. The more data available, the more effective marketers can be. With Google’s amazing free resources available to the public, every business should continuously tailor their online marketing strategies to their target audience.

One very important note remains. With great power comes great responsibility. Consumers are not idiots. If I have noticed these tactics, they have too. It’s important to stress transparent marketing, and use these tools to create the best user-experience possible. If you try to trick people, Google will catch you. If you provide great content and answers to real questions, Google will reward you. I’m willing to bet your consumers will reward you too.

Well, I hope you are all now sufficiently creeped out and equally impressed by Google. One thing that you learn very quickly in the world of SEO is that Google is always one step ahead. Unless someone can out “Google” Google, they are going to be a large part of our lives for years to come. The good news is, Google is dedicated to providing the next great products and services to its audience. Though sometimes it might not seem like it at first glance, Google abides by their unofficial motto: Don’t be Evil. 

Tags , , , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

This morning I received a marketing email from Hertz car rental. Marketing emails are fine if I like the product and use it often. But in this case, I simply don't rent nearly enough cars to warrant registering in one of their rewards program. Somehow I had gotten on Hertz's email marketing list and I wanted out...now.  But it seemed as though the marketing team at Hertz had other plans for my desired unsubscription. This is where I quickly changed from "Matt the happy Hertz customer" to "Matt the happy Enterprise or Alamo or Dollar or [other car rental company here] customer." 

It all started off so well

I had just taken a two week vacation driving all across Italy, and upon my return it seems that Hertz wanted to reward me for my patronage by offering me 250 of their "bonus points" if I registered for their Gold Plus Rewards program. Typical email marketing stuff. I had had an excellent experience with Hertz over in Italy, despite the fact that the massive American super-sized car that they assigned to us completely dwarfed all the tiny Italian smart cars, Vespas and other toy-sized vehicles that are ubiquitous throughout the country.  Not to mention the fact that American-sized behemoth cars are ill suited for the extremely narrow, winding roads that carve through the cliffs of the Amalfi Coast.

So the car handled well, the Hertz folks were pleasant and helpful during the initial rental, and returning the car at the Marco Polo Airport's Hertz lot was a breeze. I was a happy Hertz customer and would probably rent a car from them again, which is a pretty significant feat for any company, considering I'm brand agnostic when it comes to things like car rentals. I usually select based on price--so the cheapest vehicle with 4 wheels will do.  I don't need to travel in style--I just need to cart myself from point A to point B.

The email follow up

Whether you're a car rental company, a hotel or any other business, email marketing can be a great way to reach your customers.  They can inform customers about special offers, discounts, policy changes, company improvements, new features, helpful tips or other useful information relevant to the business.  In Hertz's case, their email offered me some loyalty points in exchange for registering for their rewards program. 

hertz-rewards-email

But here's where Hertz took a wrong turn with their marketing.

How did I end up on this marketing list?

First of all, I never recall providing my email address to Hertz for the purposes of marketing.  Now, I know that I had to provide them with my email address as part of the rental process, but it seems I must have overlooked the fine print about how they can use my information to market to me. Bad move. I, like many folks, do not like being auto-enrolled in various marketing campaigns. If you want to add me to your distribution list, ask me.  If I write my email address on a rental form, then have a checkbox next to my email address that says "Check this box if you'd like to receive special offers from our company." If I like your company enough and use your products/services frequently then I will check the box.  If I'm not interested then I won't check the box. As a business, it's probably in your best interest to ask first because sending me unsolicited emails is likely a recipe for aggravation anyway.

Ugh. So, I fell into your marketing trap. Now how do I get out of it?

Ok fine. Hertz tricked me into signing up for their email campaign. Shame on me for not reading the unintelligible legalese in 5 point font. While I hate receiving unwanted emails, at least most companies give their customers an easy out: the unsubscribe link.  Ah yes, the unsubscribe link! The last hope a company has in redeeming themselves. You've forced me onto your marketing list, but for the love of all things holy, please let me go without a struggle. In the best scenario, which is fortunately more common these days, unsubscribing can be achieved with one click. The customer clicks the unsubscribe link in their email and it automatically opens a browser window that simply says that you're no longer on their list. Problem solved.

Unfortunately, some email programs make it more difficult to unsubscribe than a single click of the mouse. Sometimes clicking the unsubscribe link takes you to a webpage that requires that you uncheck a subscription box, retype your email address to confirm that it is indeed you who is unsubscribing, or sometimes you may have to log into your online account with the company in order to change your settings. All of these are frustrating for the user who just wants to escape the clutches of your marketing campaign. One click is all it should take to opt-out of unwanted email subscriptions.

Hertz, on the other hand, decided it would rather make it's customers jump through a few hoops before they let them have their freedom.  My first clue to the challenge that lay ahead of me was this friendly little paragraph at the bottom of their marketing email:

To stop receiving any electronic mail message from The Hertz Corporation and its subsidiaries, the primary purpose of which is the commercial advertisement or solicitation of a commercial product or service, please paste this address into your browser: unsubscribe.hertz.com.

That statement was clearly written by a lawyer. It is very formal and cumbersome, and it doesn't get to the point quickly or make it easy for the consumer to unsubscribe. The entire 39-word sentence could have easily been replaced with, "Click here to unsubscribe," and the same goal would have been achieved. 

Compare Hertz's message with the simplified version found on the MailChimp email marketing system:

This email was sent to someguy@anotherrandomdomain.com
why did I get this? | unsubscribe from this list | update subscription preferences

I removed the links from the excerpt above, but if I were to click the 3 underlined items they would take me to various options:  I can find out why I received this email; I can unsubscribe from this list; Or I can update my subscription preferences. 

If I'm ready to be done with this company once and for all, I can click the "unsubscribe from this list" link and this simple message pops up to greet me:

unsubscribe

This is perfect! One click to unsubscribe and it's over. No long, drawn out, painful goodbyes. I've made up my mind to leave and the company has opened the exit door for me. This is the way good email marketing should be done. No hassle. No frustration. No contempt for a company that tries to lock their customers into their email distribution lists. And, if I'm so inclined, I can explain my reason for unsubscribing by completing the optional survey.

Trying to escape

So, after receiving the Hertz loyalty reward email, I have decided to unsubscribe from Hertz emails altogether. I've parsed through the legalese in my Hertz promotional email and I've clicked the unsubscribe link. That's when this eyesore flashes onto my screen:

hertz-unsubscribe-form

It appears that Hertz, in an effort retain their email distribution list, has provided a 5-part unsubscribe form in hopes that customers will simply give up from exhaustion.  Let me break down for you the problems I have with this form:

  1. The title of this form is just awkward: "Control your receipt of email." Why not just call it "Email Preferences" or "Email Subscription"? This is already starting off down the wrong road.
  2. Worse yet, it's an entire form...to unsubscribe! I just want out.  If other companies can unsubscribe me in one click, surely a huge company like Hertz (and apparently its subsidiaries) should be able to do it as well.
  3. There is so much text.  If I'm already so frustrated with your email communication that I want out now, don't make this painful for me by forcing me to read 10 paragraphs of text.  The only words I should have to read are, "You have been successfully unsubscribed."
  4. In part A, why do I have to enter my email address twice? Most people don't go around unsubscribing other people just for the hell of it.
  5. In part B, there are two check boxes. I think I'm supposed to check the first box, but maybe I should check the second box too? But then it asks for my rewards number... If I don't have a rewards number, should I check it or uncheck it? Again, very vague instructions which makes it confusing to successfully unsubscribe.
  6. Part C is only relevant to travel agents, which doesn't pertain to me, so why is it even being displayed. If I unknowingly check this box and click submit I receive an error message. More confusion.
  7. Part D makes a similar statement to Part B. Why do I have to check both boxes to unsubscribe if they seem to have the same purpose? Duplicate effort, and more time wasted.
  8. Finally, the entire form is just not written in a user-friendly, customer tone. As I read this I feel as though I'm signing a contract. I'm no longer a customer. Hertz has made me feel like a threat by trying to cover all their liabilities with their legalese. Customers hate reading this crap. Write to me as though you're writing to another human being. The last paragraph (part E) highlights this confusing legal jargon perfectly. I really had to think about whether or not the information I was about to submit was being done in "good faith for purposes of accomplishing the foregoing."  "Accomplishing the foregoing"?

The consequences of trapping your customers

As a consumer, I should not have had to go through all of these unnecessary hurdles just to avoid being hassled with unwanted emails. If you run a company that uses emails to market to your customers, then remember to keep the consumer's best interests in mind throughout the entire email marketing campaign. Making it as cumbersome as possible for your customers to gracefully exit your marketing messages is not a way to grow customer databases.

We never recommend that our hotel clients purchase email distributions lists for a similar reason: those people didn't sign up to receive emails from your business. They are unqualified. And while purchasing email addresses from marketing companies can certainly inflate the size of your email distribution lists, you are ultimately marketing your company to disinterested people who may not even be familiar with your product. Making it hard for those users to then exit your marketing trap only compounds the damage you're ultimately doing to your brand reputation. And in the world of online social sharing, your reputation can change in a heartbeat.

If you present your customers with the option to join your email distribution list (rather than forcing them onto your email list) and if you give them an easy way to opt out of your marketing campaigns, you will prevent that person from going from a disinterested customer to a frustrated and angry former customer--and one who is now looking to your competitor as the more accommodating option. Trapping your customers is never a good solution. It only pisses them off. As the saying goes: if it's truly love, set it free; and if it returns you'll know it was meant to be. And so it goes with your customers.

So Hertz, thanks for my travels throughout Italy, but this is the last time you'll be taking me for a ride. 

Tags , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

By now, you've probably heard the latest buzz from Google and it all involves a 'little' animal we call the Hummingbird. Personally, I think Google should have named their newest algorithm after a much larger animal, considering how big of a change this is for searchers everywhere. However, it’s been rumored that Google chose the name to reflect how "precise" and "fast" their new Hummingbird algorithm is.

So, what the heck is Google Hummingbird?

It is a completely new search algorithm, not just an update (Google says that it affects 90% of all searches). Hummingbird looks at a searcher's intent such as the question they ask or the problem they are trying to solve (i.e. Where is the closest hotel to Soldier Field in Chicago?) and tries to provide them the best response in the shortest amount of time. Rather than focusing on individual keywords as Google’s old algorithm did, the Hummingbird search algorithm now focuses on the entire query that a person types (or says!). This is what Google calls conversational search.

What was Google’s intent by introducing Hummingbird?

Unlike the Google Panda and Google Penguin updates, Google does not intend for Hummingbird to penalize sites. While Panda and Penguin were SPAM related algorithm updates meant to filter out black hat SEO (keyword stuffing and spammy inbound links, anyone?), Hummingbird is a brand new algorithm that takes these previous updates into consideration and creates a whole new search experience around searcher intent. Basically, Google wants to get the searcher the best information to solve their query based on their intent. Take note hotels: is the searcher looking for a hotel in your city from their phone because they are there right now or are they planning a future trip to your area from their desktop? Each of these queries has a different intent and Hummingbird will therefore display different results accordingly.

What are Hummingbird's implications on SEO and how does this change my hotel's strategy?

Now, just because Hummingbird doesn't focus on a single keyword combination that you worked so hard to research and rank for does NOT mean you should stop doing SEO. Hummingbird understands meaning - not individual words - and is looking to websites to provide meaningful content to pull from when tailoring results to a searcher's query. As a hotel, you do not need to panic! Embrace Google's brand new search engine algorithm and fine-tune your SEO tactics. Below is a list of important search engine optimization initiatives, an overview of how the Hummingbird algorithm affects each of them and suggestions on how hotels can adjust their SEO strategies to improve their rankings:

Link Building

Implications for SEO: If Google sees that relevant, related websites are linking to your hotel's site, they will see you as an authority on that particular content, thus helping them collect the best information to formulate an answer (search result) for the searcher. Google will also be looking at the type of value those links provide; for instance when people click through to your site from a referring website do they stay on the site, showing Google that it sent the visitor where they intended to go, or do they jump off of your site quickly, causing your site's bounce rate to increase? High bounce rates from numerous inbound links to your website can send signals to Google that you have a poor quality site. Hummingbird does not affect link building - it has Google Panda to take care of low quality links. So, continue to include link building as a part of your SEO efforts by focusing on relevant, quality inbound links.

Hotel SEO Strategy: Hopefully, you know not to trust SEO companies that claim they can improve your hotel's search engine ranking by obtaining a ton of links to your site in a short amount of time. What you need to do is focus on which websites would be best at driving revenue to your website. If you have an excellent water park package and you're working with the local water park to promote it, it would make sense to have a direct link on the water park's website guiding visitors to that special offer residing on your hotel’s website as it will most likely lead to bookings. Overall, focus your link building efforts on building quality links to your website and spend less time and money worrying about spammy inbound links; Google's Panda update already works hard on finding these low quality sites and often penalizes these sites by knocking them down. If, however, you do have a lot of low quality links pointing to you, here is how you can get rid of them.

Keyword Research

hummingbird-meaningImplications for SEO: Exploring the search volume and competition for your target keywords is the first step to creating relevant, quality content and cannot be ignored. If Google's Hummingbird algorithm sees a lot of traffic around a particular group of keywords, it can associate those with a particular intent based on the searcher's query. Keyword research is the starting point of building meaningful content. You need to first make sure there is actually search volume for keywords you want to be found for before developing a page around them. Continue to research the keywords that you want to rank well for, but put less emphasis on how well you rank for that one keyword. Instead, develop informative content that incorporates a tight keyword theme to show Google that your site is a relevant resource.

Hotel SEO Strategy: As a hotel, you still need to figure out what people are searching for before you create any landing pages on your hotel's site (don't blindly choose keywords). Hummingbird challenges hotel marketers to think outside the box when it comes to your hotel’s SEO strategy. Consider looking into keywords beyond the typical 'hotels in [city].' If you're writing a page that targets business travelers, ask yourself, "If I was a business traveler and needed a hotel, what type of things would I be looking for?" This might inspire you to look for a variety of keywords like 'hotels in [city] with free Wi-Fi access' or 'hotels near [insert corporate business]'. Combining these long-tail keywords specific to business travelers could really help someone intending to search for a hotel that offers free Wi-Fi and is located near McDonald's headquarters. It's important to note here that Google continues to take away our keyword data in Analytics; not only does this tell us that keywords aren’t all the rage anymore but it also forces us to focus on developing higher quality content. So, keyword themes that are naturally integrated within your well-written page copy will be more beneficial for SEO.

Local Listings

Implications for SEO: If your business information is not consistent across the web, you will confuse Google's Hummingbird algorithm. The more sources that give the same location information, the more likely your hotel will be found. Google Hummingbird works to collect enough information from various listings across the web to give the searcher the best response. Searcher intent is the key element of Hummingbird, so if someone is performing a local search it will be crucial that you have updated local listings Hummingbird can pull from. Hummingbird shouldn't affect how you optimize your hotel for local search, you just need to make sure that you still include local listing updates as part of your SEO strategy.

Hotel SEO Strategy: While it's important to check all of your local listings, I cannot stress how important it is that you verify your Google+ Page. If anything, this is the most important local listing you need. Considering Google pulls information it has from its own database (i.e. verified Google+ pages) and utilizes it in local search results through the new Google Carousel (the bar at the top of search results), you need to make sure your Google+ page is verified and updated as much as possible.

It is also important to point out here that when you click on a hotel in the carousel, Google's search results change to pull in specific pages from that hotel's website. This is important for your hotel because the person searching now sees more details about your hotel and links to the various landing pages within your website, increasing the likelihood that they will click through and book a reservation on your website. Likewise, the online travel agencies (OTAs) that may have been organically ranking above a hotel before are now pushed further down the results while the hotel's landing pages, like maps & directions or dining, fly to the top of the results.

Additionally, the knowledge graph card from the hotel's verified Google+ page pops up on the right hand side of results, providing the searcher with easy-to-read information. An example of Google’s search result page before clicking on a hotel in the carousel and after clicking on one of the hotels in the carousel is below:

Before:
carousel-before-local-listing-click
After:
carousel-after-local-listing-click

Content Writing

Implications for SEO: Use keyword research as a starting point for the topic your new content will cover. Next, build relevant, original and high quality content by taking your keyword research and constantly asking yourself: "How does this page provide answers to someone running a search for [this topic]?" Danny Sullivan from Search Engine Land says it best, "Pages matching the meaning do better, rather than pages matching just a few words." Hummingbird affects websites who have irrelevant content; If your page is simply full of keywords you want to rank for and doesn't offer helpful information to the visitor (resulting in a high bounce rate) then Hummingbird will have a hard time considering it a quality resource. While you should have already been writing great content, you now have more of a reason to do so. Focus on building each page on your website with this in mind: How is this page a great resource for someone looking for answers on [insert page topic]?

content-its-kind-of-a-big-dealHotel SEO Strategy: Remember, you need to constantly ask yourself how the landing page you are writing will provide the best answers to someone conducting a search on the topic you are covering. Let’s say you are writing an attractions page and you want people to know how close your hotel is to a particular sports arena. Rather than just writing "Our hotel is close to PNC Arena", provide the searcher with more information about how guests can get to the arena from your hotel, how visitors can purchase tickets to the game or concert, what types of packages your hotel may offer those attending an upcoming game, etc. Review your page’s content and think about what a user's intention may be for clicking your site. For example, what hotels near the [insert sports arena] have special offers and how close are they to the [sports arena]. Does the hotel offer a complimentary shuttle service?

Assuming your hotel has followed all SEO best practices and not gone down the black-hat road, Google Hummingbird should not negatively impact your hotel. It has always been extremely important for your hotel's website to have outstanding, relevant, and helpful content that answers potential guests' most common questions - not just about your hotel but also about the area and experience they would get by staying with you. Now, it is essential.

What if I have no control over the content I can provide potential guests?

If your hotel has limited control over your brand site content and SEO, Hummingbird can still help improve your standalone website traffic as long as you are following SEO best practices. By having more control over the type of information you are sharing with potential guests online (i.e. through additional landing pages with related area information), your hotel will have a better chance of being found and booked. Learn more here by understanding how your standalone website can benefit your hotel from an SEO standpoint.

I invite all of your Google Hummingbird questions, concerns, or comments, so please connect with the Blue Magnet team on Twitter at @Blue_Magnet or with me at @KNupMktg

Tags , , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

From the look on her face, you might think that Associate Account Manager Stephanie Hilger's grin is a result of her recently having claimed the September Blue Magneteer Award! And you would be wrong. If you look closely at the photo below you will see that she is actually staring past the Prize Wheel of Destiny and is, in fact, focusing her attention on the map of the United States. Like Alexander the Great surveying his expanding empire, Stephanie is plotting her next move, eyes gleaming with the possibility of more. Having already conquered the online world, she now hungers for the real one.

BlueMagneteerAward-StephanieHilger

That's right. Stephanie has single-handedly conquered the online world. Facebook? Twitter? Google+? She practically invented them.  In fact, Mark Zuckerberg actually calls Stephanie when he has trouble changing his Facebook privacy settings. Foursquare even has a "Stephanie Hilger badge," which you earn by just being as awesome as Stephanie at online marketing--you don't even have to check in anywhere! Legend has it, Stephanie was also the one who convinced Twitter to use the number sign instead of the ampersand for trending Twitter topics. And, as far as I can tell, it was Stephanie who was chic enough to then start referring to the "number sign" as the "hashtag." Until she came around to class it up, Twitter was still referring to it as the number sign and was #totallylost...or as they would have called it: number sign totallylost.

Besides rewriting online history as though it were nothing more than a Wikipedia page, what lead Stephanie down this path to glory and the cherished Blue Magneteer Award? Well, it all started with a client's social media campaign. The goal was to generate consumer interest in a portfolio of hotels by encouraging the social community to vote on their favorite hotel in various categories. Her social media wizardry generated the following impressive stats for the 6 week promotion:

  • Over 1,400 "votes" for the participating hotels
  • 44 new Twitter followers
  • 1,100 new Facebook fans
  • 469% YOY increase in people talking about the campaign

Not only did Stephanie bring new ideas to the table this year, but she was very proactive in setting up the campaign and also very organized in managing the reporting throughout. In addition, once the campaign was over she put together an incredibly thorough report that truly shows how much analysis and thought she puts into every campaign that she manages.

Congratulations to Stephanie Hilger, champion of the September 2013 Blue Magneteer Award! Thank you, Stephanie, for all your hard work and for your drive and determination to conquer any online challenge that crosses your path! 

Tags ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Abby stopped by Google’s Chicago office for their Google MapMaker Workshop.

At this session…

The Google MapMaker team explained the importance of Google Maps for small business owners. Not many folks know that they are able to edit information on Google Maps, whether it's updating an address, marking a business as closed or updating a street name. It's important for business owners especially to be aware of how their information is displayed on Google Maps. This is the information that leads potential clients, customers and guests straight to your doors. This session went step-by-step through the Google MapMaker interface and showed how to update business information on Google Maps.

One of the most interesting things I learned at this session is…

The more accurate you are with your MapMaker edits and the more often you make quality edits, the more trusted you become in the Google Maps community. Each edit is reviewed by the MapMaker team and if your MapMaker account has a good history of edits, your future suggestions will be taken at a higher priority and your edits are more likely to be approved.

So, why should a hotel use MapMaker?

It's not only vitally important to have the correct information for your individual hotel on Google Maps, but it's important that guests are getting a good idea of what they will find in the surrounding area. As a hotel owner, you can claim your own hotel on Google Maps and have control over your information. As a member of your community, you can make updates to surrounding businesses, parks and attractions. Did a new winery open up just a block away from your hotel? Check to see if it's on Google Maps! Did a popular bakery next door close it's doors? Make sure to report it as closed so guests don't find themselves in front of an empty building. Remember to always make sure your business information is correct on Google Maps. If your hotel looks great online, go ahead and take a peek at your neighbors and make sure your community looks great!

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

Tags
Digg!Reddit!Facebook!StumbleUpon! Twitter

Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Brittany, Stephanie, and Matt stopped by Google’s Chicago office to learn about maximizing opportunities with Google+ and Brands.

At this session…

Stephanie: The Google team explained how brands can make the most out of Google+, from getting discovered to generating engagement and driving performance across the web.

Brittany: From small, local businesses to international organizations, Google+ allows brands to engage with their customers in various ways, including reviews, hangouts, communities, and profile content. One significant feature of this channel is that brands and individuals are able to categorize their audiences and distribute content more effectively to the appropriate “groups”.

One of the most interesting things I learned at this session is…

Brittany: 1 in 4 search results for the world’s twenty largest brands are links to user generated content. Pairing this statistic with the added data that about 1 in 5 searches are local, it is critical for brands to establish transparent online relationships. Listening to what users are saying online and providing the best possible experience online and offline will only enhance your overall brand presence.

Stephanie: Much like individuals on Google+, brands can also write reviews. Brands are also able to start and join communities on Google+. I also found it interesting that you can use shortcuts to emphasize words and enhance the formatting on Google+ status updates - *word* = word and _word_ = word.

So, why should a hotel use Google+?

Brittany: According to Google, Google+ social annotations in search engines are responsible for a 5-10% uplift in CTR (about 11% in the travel industry)! This statistic goes beyond just Google+ though, Facebook likes, TripAdvisor reviews, and other social annotations are all important facets in the search engine results. As online hotel reviews are feeding into various websites and search results, reputation management (beyond just Tripadvisor) needs to continue to be a major focus for hoteliers.

Stephanie: Brands can (and should) take advantage of being more social. Google+ features users with the highest number of reviews; brands should look at this opportunity as an additional way to reach their target audience. As a hotel, what better way to become an "online concierge" than by reviewing local restaurants, hot spots, and attractions in order to position yourself as an expert in your area and get in front of people who are researching your location? Come up with innovative ways to interact with your customers on social media in order to achieve success!

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

Tags , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Brittany, Stephanie, and Tim attended Content Marketing That Wins: Making Brands, Readers AND Google Happy to explore high-quality content that will strengthen your brand, give the consumers what they want, and look enticing to search engines.

At this session…

Brittany: The social media and online landscape allows organizations to communicate with individuals on a new, exciting level. But, rather than crafting valuable and engaging social media content, many brands just throw nonsense into the social realm that is completely irrelevant to their brand or audience. As a brand, creating great content comes from understanding who your audience is, assessing what the readers want from the company, managing what action your brand wants readers to take, utilizing the assets that you have, and understanding how the readers talk about the brand or product when they think the brand isn’t listening.

Tim: I think Brittany covered the session overview pretty well. As an industry, we need to reevaluate the content that we post to social media, recall what makes content great, and craft valuable, engaging content for our specific audiences. Great content builds trust, drives measurable consumer action, satisfies a brand’s needs, and is organized around a centralized idea

One of the most interesting things I learned at this session is…

Stephanie: Build a community that makes sense for your brand and demonstrate interest in your user's need to create a value exchange. Look at social media content from a long term perspective and not just a "tweet-based need”.

Brittany: Based on the questions and feedback from individuals in the audience, determining a client-approved ROI for social media marketing and content creation is still difficult for all social media marketers. Attribution modeling is key to how we review social media analytics and performance, but it will certainly take time for this reporting to be more of a norm when working with clients in almost any industry.

Tim: The speakers brought up some really great content examples from the past and compared it to the typical social media content of today. While creativity is almost certain to drop off in social media because of the sheer volume of content, that doesn’t mean that the content should stray from your brand’s centralized idea. Great content is found at the intersection of what a brand can do for their consumers and what their consumers need from the brand. It spurs actions rather than bullying users into conversations.

So, how can a hotelier create winning social media content that drives engagement?

Stephanie: The ROI on social media is not straightforward; you should aim to measure the user’s entire journey. Track your guest from the beginning of the hotel shopping process to the end conversion when they book a room. For example, it’s likely that somebody started clicking around on your hotel’s Facebook page and had their "community experience," then spent  a few minutes on your hotel’s website to learn more information, and several days later when they needed to finalize their trip details, the Facebook fan returned to the site directly to book a room.

Brittany: A majority of people connect with a brand online because they actually want to follow the brands’ posts. Perhaps a fan enjoyed a past hotel stay, are planning a future vacation, are connected to the industry, etc. But, the point is that they sought out the brand or clicked on the content that is being advertised by the hotel. Therefore, it is critical for hotels to serve their audiences with the information they are looking to read. From hotel news to photography and travel advice, taking advantage of your hotel’s resources and crafting a useful, unique story or perspective is the key to social media marketing.

Tim: Social media is an opt-in channel. Therefore, it’s critical for brands to provide content that actually provides value to its users. A strong social media presence builds the brand equity for that specific hotel. The brand equity is an important part of that consumer journey and needs to be considered when discussing ROI.

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

Tags , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Stephanie attended Good Habits of Successful Social Media Managers to learn new strategies and best practices for delivering successful social media campaigns from other industry professionals.

Chicago Social Media Week 2013

At this session…

Sprout Social moderated a panel made up of social media managers from Divvy Bikes, Grub Hub, and Social Ogilvy. Each social media manager shared their opinions on various topics such as choosing what social networks your brand should be active on, various tools to measure social media performance, and tips for responding to negative comments.

One of the most interesting things I learned at this session is…

A great way to expand your social community organically is to team up with other brands that are relevant to your own. For example, a hotel might want to cross promote (on their social networks) with local vendors they often use for meetings, weddings, etc. This might come as a surprise to many social media managers, but a negative comment is not always a bad thing! It can often provide an opportunity to turn someone who is upset into an evangelist for your brand.

So, what is a best social media practice that the hotel industry should adopt?

Don't feel obligated to be on every social media channel! Before deciding what social networks to be active on, understand the strengths and weaknesses of each channel and how the user behavior differs. Every hotel’s strategy will differ depending on the market, target audience, and resources. So, the channels that work well for one hotel may not be necessary for another hotel.

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

Tags , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter
Home Blog