Posted in Online Marketing on March 11, 2014 by Maddy Fuller
As a hotelier, you may realize the importance of understanding your audience when creating effective marketing strategies, but do you know you how much easier it just became to really get to know your audience? Thanks to a new addition to Google Analytics, you can now snoop a little deeper into the behaviors and lifestyles of the people that visit your hotel's website. Google Analytics recently added Demographics and Interests tabs to its reporting, providing hoteliers with a unique insight into the age, gender, and lifestyle traits of their websites' visitors. This added knowledge allows hoteliers to create a better user experience on their hotels' websites and refine their marketing strategies to target potential high-value guests.
Before getting the opportunity to dive into Google Analytics' new data, you must enable the new reporting function. For detailed instructions, please visit Google Analytics Support. Once the reporting has been enabled, you will be able to see your website data broken out into two categories - Demographics and Interests. It's also important to note that for both Interests and Demographics, the information is based on a percentage of your total site visitors and should be viewed as estimation. Therefore, the data in both of these tabs may not be a completely accurate representation of your site's visitors, but it can definitely show you valuable trends.
How is this Information Obtained?
Information provided in the Demographics and Interests tabs in Google Analytics is derived from the implementation of the DoubleClick cookie. Cookies are small files, each with their unique identifier, that are saved in a visitor's browser and allow servers to differentiate one browser from the next. The DoubleClick cookie uses this same premise to keep track of which ad has been shown to which browser and is therefore able to track conversions. For example, when a user views your website where you have enabled the DoubleClick cookie and then later uses the same browser to visit your site again and converts.
What Does the Demographics Tab Show?
The Demographics tab segments Google Analytics data into three sub-sections: overview, age, and gender.
By noticing these trends, a hotel can uncover high-value guests that it may not have considered marketing to before and can tailor site content based on these potential visitors. Why do 55-64 year old guests select this hotel instead of its competitors? Do they like that this hotel offers free breakfast and valet parking? Do they love that the rooms are extremely spacious? That this hotel has a free airport shuttle and 24/7 concierge? As a hotelier, make it your mission to determine what elements are important to this target age group - even if that means asking some guests within this age range next time they check-out or reading through months of TripAdvisor reviews! Highlight these areas of the hotel on its website callout boxes and hotel special offers to continue to increase conversions within the 55-64 year old age group.
What Does the Interests Tab Show?
The Interests tabs provide insights into your visitors' lifestyle interests such as food, travel, sports, and news. The Interest tab is segmented into four areas: Overview, Affinity Categories, In-Market Categories, and Other Categories.
The data provided by the In-Market segment can help target your PPC ads. By analyzing the data in the new Google Analytics tabs, you are not only able to determine which age groups and genders are most likely to convert, but this information will also help you when selecting the target audience for your ads. Similarly, you can easily refine your marketing lists by eliminating any ad spend that you are currently using on low-value customers and increasing spend on customers with a high conversion rate.
By taking reports like In-Market segments into consideration before creating your next PPC ad, you can create specific ads to focus on each category, which should result in a higher conversion rate. Take the In-Market data above - if your hotel is located next to botanical gardens or a local greenhouse and you are trying to reach the group of visitors that are interested in home and garden, you should highlight that information in your ad by including your close proximity to the venue in the ad copy and link the ad to a landing page dedicated to the local attraction.
Understanding the lifestyles and demographics of people who visit your site will allow you to discover new opportunities, tailor your hotel's online marketing strategy and provide a better user experience during the guests' planning and booking stages. Enabling the Demographics and Interests tabs in Google Analytics is beneficial for a hotel and can provide openings to expand content on your site, better target your ads, and add new amenities or packages that cater to high-value audiences.
Posted in Hotel Online Marketing on March 04, 2014 by Michelle Laing
If you're anything like me, you may occasionally find yourself Googling acronyms you overhear colleagues, clients, friends, or even your little nephew say in order to decode their seemingly cryptic code. In the fast paced digital world we're all living in, shortened phrases can save us time… when we know what they mean. Unfortunately, we don't always know what they mean and oftentimes they vary across industries and professions. In the hotel marketing world, it's not uncommon to overhear some conversation along the lines of: "Will you log out of the CMS then check the CTRs of our latest PPC campaign and update the KPI report by EOD? Please, and thanks!" You stand there for a second, puzzled. She wants her to do what?!
In this post, we'll uncover the mystery behind some of the most commonly used digital marketing acronyms to help hoteliers make sense of our hotel online marketing jargon.
CMS: Content Management System
Content Management Systems are web-based tools that allow you, as a website administrator, to easily update your site's content without needing to be intimately familiar with HTML coding. A CMS helps you arrange how your website will look, determine what it will say, and point to where your links will lead. The beauty of a CMS is that it takes care of much of the "behind the scenes" work that non-technical website admins might otherwise spend hours attempting to figure out. At Blue Magnet Interactive, we build our clients' websites on open source CMSs like Joomla or Wordpress, which provide user-friendly interfaces and allow clients to have more control over their hotel's website in the long run.
UX: User Experience
Remember the last time you visited a website that took so long to load that you gave up on your search? Or when you landed on a homepage that was so cluttered with text and flashing images that your eyes didn't know where to look first? Or, my favorite, when the website's text is in such a searingly bright color that you can barely make out the words on the page? These are all examples of poor user experience. Since websites are meant to be marketing tools that help generate sales, your hotel's website should be designed in the most user friendly way possible.
Wondering what makes a website user friendly? In two simple words: site architecture. A site with a good UX usually has a fast page load time, logical link structure, clean layout, and no 404 errors. To put it bluntly, if your guests aren't thinking about how impossible it is to book a room on your website, your site is probably providing a good user experience!
CTR: Click-Through Rate
In layman's terms: CTR = total people who clicked your content / total people who saw your content
In advertising terms: CTR = total clicks / total reach
Example: 750 people clicked your Facebook ad / 25,000 people saw your Facebook ad = 3% CTR
Click-through rates ultimately indicate how compelling your content is. Was it compelling enough to get a visitor to click the button, link, or ad? As a hotelier, you may have heard your marketing specialist refer to CTR when reviewing your hotel's email marketing campaign (what was the CTR of the link to your website?), assessing your hotel's Expedia TravelAd reports (what was the CTR of shoppers actually clicking the ad they were exposed to?), or when reporting how well your hotel's Facebook ad performed (what was the CTR of Facebook users who saw the ad and actually clicked the link to "like" your page?). The more relevant and interesting your content is to your audience, the higher the click-through rate will be.
Strategic marketers have gotten very creative with ways to increase their campaigns' CTRs. In reference to website links, one of the smartest marketers I know once said, "Where there's traffic, there's hope." The higher the CTR, the more website traffic, the better and the chances you'll sell your hotel rooms! See where I'm going with this?
PPC: Pay Per Click
Pay Per Click is an advertising model that we talk about mainly when referring to online ads. These types of ads show up as "sponsored" results on search engine result pages. We use PPC advertising to capture the attention of customers who would likely otherwise click on the first organic search result they see. The beauty of PPC is that advertisers only pay for desired actions taken by their audience rather than paying for an advertisement's total exposure.
*BONUS acronym* "CPC" stands for "cost per click" and is an advertising metric often referenced in conjunction with PPC campaigns. For example, while running a PPC ad campaign, you may find that your average CPC is $0.35. In other words, you are paying $0.35 each time someone clicks your ad. PPC advertisements should be highly targeted using keywords and demographic metrics. More on PPC tips for your hotel here.
Search Engines Terms
SEM: Search Engine Marketing
Here's a topic all of us at BMI could go on and on (and on and on) about, but instead, I'll kindly give you the short summary. Search Engine Marketing refers to a whole slew of online tactics we use to improve a website's overall ranking in search results. Specifically with hotel marketing, our SEM efforts combine search engine optimization (and all that SEO entails), local listings, social media, link building, and PPC advertising (aren't you glad you already understand that acronym?!).
SERP: Search Engine Results Page
(Pronounced like "Slurp" but without the "L". Try it. It's kind of fun to say.) I'm willing to bet that you already know more about SERPs than you think. Any time you enter a search term or phrase into Google, Bing, Yahoo, or any other search engine, the information and links to related websites that the search engine returns on your screen make up SERPs. Some of the key components you'll see on SERPs include organic search results, sponsored search results, social search results, rich snippets of information that Google thinks you'll be interested in, and Google's "carousel" of location based results.
Local Search Terms
NAP: Name, Address, Phone
NAP (also sometimes called NAP-W or NAP-U ["W" stands for "Website", or "U" for "URL"]) refers to your hotel's online identity. In the messy, unpredictable world of local listings, the more consistently your hotel's NAP appears across listings, the more trusted your hotel will be in the eyes of search engines (and guests). So, for example, you don't want use your hotel's 1-800 number in one listing while using its local number in another. Also, be careful not to abbreviate addresses in some listings (St. vs. Street) while fully spelling them out in others. While Google is pretty darn smart, it can be easily confused by conflicting NAPs. Bottom line: to ensure your hotel avoids an identity crisis and establishes authority in search results, NAP consistency is key!
Social Media Terms
Re-tweets are one of the most important Twitter metrics for measuring successful patterns of audience engagement. RTs are essentially social re-shares of your message to a new audience that was otherwise out of your reach. For example, let's say your hotel wants to drive room sales so you tweet a special discount code. Your followers will see your discount code, and, if the deal is juicy enough, one of your followers may RT your message to his network of followers. This ripple effect will allow your message to be seen by not only your followers, but also by the followers of anyone who RT-ed your message. The more RTs your tweets get, the wider the reach and exposure your message will receive. Ensure your tweets are informative, compelling, or humorous to increase your chances of getting a RT.
AWDLY: Are We Done Learning Yet?
There are hundreds of other digital marketing related acronyms out there, but by understanding some of these more commonly used terms, you'll be able to better understand your hotel marketer's reports and recommendations.
If you're ever unsure of what a digital marketing acronym stands for, tweet us at @blue_magnet and we'll do our best to explain it to you in 140 characters or less!
Posted in Blue Magnet News on February 28, 2014 by Matt Bitzer
We pay Senior Account Manager Abby Heft in melted nacho cheese.
It's possible that she concocted the idea upon hearing that circus elephants are sometimes compensated with peanuts…in cartoons. In fact, within her original employment agreement at Blue Magnet she crossed out the proposed salary and wrote in "nacho cheese," then approved the revision with the initials AH (and cheesy fingerprint smudges) to lock it in.
But while you, sane reader, may question her logic, you simply can't argue with Abby Heft's performance, as our first Blue Magneteer Award winner of 2014! Fueled by a steady income of liquid gold, Abby bounds over hotel eMarketing hurdles like Superman leaps tall buildings…if he were on a raging cheese high.
Dizzying Highs & Terrifying Lows
But with every dizzying cheese high comes the inevitable, terrifying lactose low. It turns out Abby felt like she was hitting a wall with one of her favorite Pacific Northwest hotels. Site performance was starting to plateau, local competition in the market was heating up, and general site growth was beginning to taper off. But Abby loves her hotel client in Bellevue, WA. So much so, in fact, that it prompted one team member to question that if she loves it so much why doesn't she marry it. So, as with any committed relationship, Abby wasn't about to toss in the towel without a fight.
Abby To The Rescue
After analyzing the situation, Abby's first goal was to generate more web traffic by optimizing the site for "Bellevue hotels" related keywords, a competitive term with high search volume with which the hotel had always struggled. Taking action, Abby re-optimized every page and scrubbed away hundreds of spammy links pointing to the site. It wasn't long before the keyword "Bellevue hotels" rocketed to the top of the charts for search query volume in Google Analytics' Search Optimization charts.
In addition to SEO, Abby also revised the hotel's on-page user experience by including more enticing special offers and prominent calls-to-action in key positions throughout the site. As a result, the number of guests who checked room availability on the site jumped 76% for the fourth quarter of 2013 YOY. Most importantly, that increase in clicks yielded a cheese-melting 18% surge in standalone site revenue this quarter over the same period last year!
Not to worry, Abby--as long as you keep working your magic, Blue Magnet promises not to cut the cheese.
Sitting Down On The Job Pays Off As Patrick Is Presented With The November 2013 Blue Magneteer Award
Posted in Blue Magnet News on February 27, 2014 by Matt Bitzer
If there is one thing Patrick McCarthy prizes above all else, it's a good sit. No distractions. No interruptions. No nonsense. Just a comfortable chair for settling in for an indeterminate period of time. A truly fine sit, however, would not be complete without the accompaniment of a good book in one hand and a tumbler of Wild Turkey in the other, according to McCarthy.
Still, whiskey and literature aside, Patrick has claimed the November 2013 Blue Magneteer Award, standing sitting tall above the rest with his intense focus on SEO and outstanding leadership. And it's all thanks to a mighty fine sit that lasted the entire month of November.
Unfortunately, due to the ongoing great American obesity epidemic and its simple, one-click, press-of-a-button lifestyle, inactivity has become the latest boogeyman conjured up by the media these days, threatening Patrick's cherished pastime. Yet, despite recent studies clearly identifying the undisputed and very serious health risks of prolonged human immobility (like that of the common computer user), Patrick's resolve has only strengthened with every ossifying American joint and every hunching American spine.
Fortunately for Patrick, unlike the rest of the human population that may have been ill-equipped for the sedentary life, Patrick's preferred extracurricular activity has properly conditioned him for a career in the "doing something with computers" industry--a perfect fit for Blue Magnet.
Now, that's not to say Patrick's stationary lifestyle is an indication of a lackadaisical, unmotivated or unproductive approach to work. Quite the contrary! He's simply most productive while tethered to his favorite chair…any chair.
The Source of Patrick's Power
Some have theorized that his spine is composed of pure adamantium with obvious Wolverine-like regenerative properties, elastically reshaping to its original, healthy form like a memory foam mattress. Other rumors persist that due to a terrible accident as a young boy he received a controversial heart transplant from a two-toed sloth-a heart unaffected by the burden of static inertia. Still, some have suggested that the guy simply prefers not to move, happily shaving off years of an active existence in favor of a life less mobile.
Leading Like a King Glued To His Throne
As a Senior Account Manager and expert in all things SEO, Patrick not only skillfully shapes his clients' sites into revenue-generating masterpieces, but also trains and strengthens the Blue Magnet team on SEO best practices, ensuring that, though they may not have the marathon, desk-time endurance as Patrick, their digital minds are just as honed.
Specifically, Patrick recently conducted a full site audit and implemented a thorough search engine optimization overhaul of the entire site for a new client located in Turks and Caicos. Not only did his efforts yield a 54% increase in overall organic search impressions month-over-month (increased online visibility), but generated an amazing 60% increase in overall organic search clicks month-over-month (active engagement with our site). In addition to executing crucial SEO tactics throughout the site, Patrick redirected and restructured the entire site for a clean implementation of the site's architecture behind-the-scenes. These efforts combined generated significant online visibility and user engagement with the site.
Posted in Online Travel Agencies on February 24, 2014 by Abby Heft
OTAs (Online Travel Agencies) – hoteliers love to hate them. Unfortunately, they’re an important part of your hotel’s eMarketing strategy. Joe Schmo down the road doesn’t know anything about rate parity or the exorbitant margins your hotel has to pay when guests book a room on an OTA; however Joe Schmo does know that the Travelocity gnome is adorable and that those William Shatner Priceline commercials are hilarious. So, when he’s looking for a hotel in city X, Joe turns to his favorite OTA to begin shopping.
Although many hotels typically offer a best price guarantee to counter OTAs and encourage guests to book directly with the hotel, it’s seemingly difficult to get their message out to everyone. So if they have rooms to fill, it’s often best practice for hotels to just play along and fight the OTA battle.
Expedia is the giant in the OTA landscape. If your hotel is playing nice with OTAs and you need to sell rooms quickly or have specific need dates, then Expedia’s TravelAd solution is a great advertising opportunity. Many hotels enroll in the Expedia Travel Ads program at some point or another– but are they using the ads strategically to get the most bang for their buck? Probably not.
Here are 5 tips for hotels to increase their ROI from Expedia TravelAds:
1. Be sure your your hotel’s Expedia listing is optimized. The first thing to check is your hotel’s thumbnail photo – is it the best representation of your property? If you don’t have a great exterior shot of the hotel, it doesn’t hurt to use a pool image or a beautiful room or lobby photo. This is your hotel’s first interaction with a potential guest – showcase your hotel’s best assets! You can also add up to 4 photos for each room type. Make sure each room type has at least has 1 photo, but try adding 4 if possible so you can create a visual experience for your shoppers. This can be the view from the room, an amenity photo, a bathroom photo – anything that will help sell your room. Lastly, check your descriptions and available amenities. Are you highlighting everything a guest will love about your hotel? Is all of the information completely accurate? Guests will not appreciate false promises – and you can be sure incorrect information will come back to bite you in the reviews later on.
2. Read a few of your hotel’s best Expedia reviews to determine what to highlight in ad copy. Maybe all of your guests are raving about an outdoor fire pit during winter – might be worthwhile to try out an ad highlighting that inviting amenity in your copy. This is actually a good place to get ideas not only for TravelAd copy, but also for hotel descriptions and your website copy. Keep in mind, TravelAds don’t need to be written for SEO – your goal is to grab users’ attention so they click for more information. Write compelling travel ad copy that will resonate with your potential guests!
3. Don’t set Search/Booking dates if your hotel has ads targeting Travel Dates within the next couple of months. For example, if you have an ad targeting travel dates during the first week of March, it’s pretty likely that folks are booking right now in early February. You don’t want to miss out on those potential guests traveling in March if you have your ad scheduled to appear only for guests searching towards the end of February. The Travel Dates are important – Search/Booking dates, not so much.
4. Be sure you cap your hotel’s spend by setting a daily/weekly/monthly budget. Otherwise, you could spend your entire ad balance in the blink of an eye. If you are continuously maxing out your budget early in the day, either look at possibly increasing the budget or set a reminder for yourself to turn your ads on in the afternoon and have them paused at the beginning of the day. Manually turning your ads on later in the day will ensure that your ad only appears for a shopper searching in the afternoon and evening, and it is likely that your competitors have already run out of their budget by then and are not showing at all.
5. Make friends with your hotel’s Expedia Market Manager and Travel Ads Account Manager. These guys can be a wealth of information and can be really helpful in planning your Expedia TravelAd strategy. If you notice that all of a sudden your hotel is not getting any bookings or if the “recent market price” for your TravelAds skyrockets, a quick phone call with your Market Manager can usually provide you with insight and new strategies. Also, Expedia’s Market Managers are generally cool folks! At Blue Magnet, we look forward to chatting with our Expedia Market Manager contacts any chance we get… that’s how we’ve uncovered some of these fantastic strategies for our own clients’ ads!
By following the 5 tips above, hoteliers can start working towards improving their Expedia TravelAds ROI and increasing occupancy during need periods. With so much competition on OTAs, it’s tricky for hotels to get in front of potential guests and convert them into actual guests. Expedia TravelAds can help maximize your hotel’s exposure to a plethora of innocent shoppers, but it’s the hotelier’s job to make sure that first impressions turn into sales!
Posted in Social Media on February 20, 2014 by Kelsey Nupnau
*Update (Feb 21, 2014 at 10:00am): You can now go back into your hotel's Facebook page subcategories and add 'Hotel' without it changing to 'Hotel Mooshaus.'
Did you wake up this morning, log on to Facebook, and realize that your hotel decided to change its name to Hotel Mooshaus? Well you're not alone! All hotel Facebook pages have been edited to include a bizarre update on their hotel’s information - the subcategory 'Hotel' has mysteriously changed to 'Hotel Mooshaus'.
What exactly is Hotel Mooshaus?
We're still trying to figure that out. As of now, if you click on the Hotel Mooshaus subcategory it will take you to a mysterious Topic page. At time of writing, 13,019 people like Hotel Mooshaus on Facebook:
Don't have moose at your hotel? How can you fix your hotel’s Facebook page?
Right now, Blue Magnet has a support ticket open with Facebook to fix this issue on our clients’ Facebook pages. Plus, with Mooshaus trending on Twitter, it's bound to get picked up by Facebook's support staff pretty quickly.
In the meantime, you can temporarily fix your hotel’s page on your own by removing the 'Hotel Mooshaus' subcategory from the Facebook page categories until their support staff fixes the issue.
You don't have to edit your main category - it should still be listed as 'Local Business: Hotel':
Will this happen again?
It's possible. Facebook pages within the 'hotel' subcategory have been hacked before, which is why it's always a great idea to check your Facebook page’s 'About' section from time to time. The most recent Facebook hack that affected hotels specifically was a mysterious 'APPhotel.com' subcategory, which has since been removed.
When can you go back and add 'Hotel' as a subcategory again?
We'll keep you updated on our conversations with Facebook and let you know when the issue has been corrected. But, for now, we definitely recommend removing 'Hotel Mooshaus' as a subcategory to avoid any confusion!
Posted in Social Media on February 10, 2014 by Amanda Diamond
As social media becomes a larger and more powerful marketing tool for hotels, consumers are getting more particular about which brand and business pages they communicate with. Online communities interacting with your hotel are becoming more focused and detail-oriented, so hotels must provide relevant and community-oriented posts to keep their audience engaged. Managing an active social media presence is not easy. Time is precious, and staying in-the-loop with community events and happenings can become overwhelming. Luckily, there are many informative resources available to all social media managers to ease the stress of managing a social media presence for your hotel. Whether you are managing your hotel's social media in-house or you are providing social media marketing services from off-property, you can ensure that you're always establishing the hotel as a local expert on social media with the tips below.
Pro Tip #1: The best local resources can be easily found...locally!
The lobby of your hotel can sometimes seem like its own community, but it's important to stay abreast of local events happening in your neighborhood, town, and city. Bookmark local news sites and sign up for area newsletters to filter nearby events and happenings directly to your inbox. Not only will this save you time scouring the web for relevant content, but it will also save your guests time! By spoon-feeding useful and relevant local event resources to your guests on social media, you are eliminating their need to proactively search for nearby activities which ultimately enhances their hotel experience. The following resources will provide you with great information about local community events, news and happenings, which you can then share on your hotel's social networks.
Neighborhood Patch website
Many neighborhoods or communities are covered by an online Neighborhood Patch. These hyper-local online resources are backed by AOL, and they focus on news, events, local businesses and more. They are often managed by a single editor who is also very active on social media. As you scan see in the screenshot below, I used the the Walnut Creek Patch to alert the hotel's Facebook fans to free yoga sessions nearby!
Convention and Visitors Bureau newsletters
Your local CVB is often an ideal resource for community events, dining guides, and attractions. Their job is to promote various goings-on in your area, which in turn makes it much easier for you to learn about local events and attractions. They are also great resources for more unique local attractions, such as outdoor hiking trails! In the example below, I found unique content on the local Asheville CVB's website to promote the town as a "Hunger Games" fan tourist destination on the hotel's Facebook page.
Local magazines and publications
Have you ever walked by a newspaper stand featuring free local newspapers? Be sure to pick one up and take a look, you may be surprised at what you can find! Local publications are often ideal resources for learning more about your local dining, music, sports and entertainment options. From 'best of' dining lists to weekend previews, be sure to check out your local online or published newspapers or magazines for some great social media content. Plus, many national publications such as 'Eater' & 'Serious Eats' manage their national accounts alongside local-focused sites. These lists are very helpful resources for visitors and locals alike so don't be shy about sharing this content from your hotel's social media sites. I like utilizing community-based publications, such as 'Diablo Magazine', to share 'Top 10' type lists on Facebook or Twitter that our guests can explore during their next visit.
Atlas Obscura and Roadside America
Would you like to provide your social media fans and guests with something to do in the area that is a little different than the typical tourist attraction? Then look no further than Atlas Obscura and Roadside America, two websites that will guide you to the most unique and offbeat locations in your area. From haunted bars to wacky museums, you'll find it all on these unusual sites. By promoting unique attractions on your hotel's Facebook page, you showcase a distinct personality that sets your hotel apart from its competitors. Below, Embassy Suites San Luis Obispo thinks outside of the box by highlighting a hidden gem in the area with the hotel's Facebook fans, courtesy of Atlas Obscura.
Pro Tip #2: Actively monitor to avoid actively searching.
You may not consider Twitter and Facebook to be search engines, but the search functionality on these resources can actually prove to be a more efficient use of time for a social media manager than searching for content on Google or Bing. In addition, Google offers a great resource through its Google Alerts that allows users to save time and energy by eliminating the need to dig through pages of search engine results.
Monitoring mentions and keywords on Twitter/Facebook
The simplest way to stay in the loop online is by monitoring hashtags about your city! Both Twitter and Facebook organize topics by hashtags, enabling you to easily monitor community-related topics, events, and news. In the screenshot below, I am searching for tweets that contain #asheville to see what is currently going on in the city. The snowy weather seemed to be a common theme in #asheville on this particular day, so I used that information to guide the hotel's tweets for the day.
It's also beneficial to use a social media monitoring tool to help you easily filter through Twitter conversations and engage in valuable interactions. At Blue Magnet, we prefer to use Sprout Social to help monitor conversations on various social channels. Their 'Smart Search' feature lets us follow hashtags and key phrases so they appear in our inbox, whether the person included our Twitter handle in their message or not. For example, in the screenshot below you can see how this hotel's social media manager utilized 'Smart Search' to monitor tweets containing keywords "hotel in San Diego" and proactively extended an invitation to a potential new guest!
Filtering articles to your inbox through Google Alerts
Google Alerts allows you to save time actively searching for content to share on social media by filtering recently published articles right to your inbox. You can easily customize the types of results you want to see and how often you receive them. You can filter your results by news, blogs, and even video. For example, if you are managing social media for a hotel in Chicago, you may want to set up a Google alert focusing on "events in downtown Chicago". This way, you will be the first to know when an event reaches news-worthy status as it will arrive straight to your inbox! Your social media followers will appreciate the time-sensitive information and events so they can join in on the festivities.
Pro Tip #3: Always check the facts because, truth be told, it's not always sunny in Philadelphia.
If your hotel utilizes off-property social media management, it's very important that they stay well aware of details about the local area. This may seem trivial and, yes, it should be common sense, but you don't want to learn the hard way by posting about the beautiful sunshine in your hotel's town when, unbeknownst to you, it's actually pouring rain! Use these simple resources below to ensure that your social media team is on its A-game at all times.
Weather.com - for all your Polar Vortex alerts!
The weather is often a hot topic of conversation, especially during something as crazy as the recent 'Polar Vortex'! Staying on top of temperatures and weather is an important way to connect with the local community. While I am personally guilty of using the weather as an ice-breaker on conference calls, I also know that crazy weather provides plenty of great social media fodder. It is a common subject that can evoke emotion in just about everyone! From safe driving tips in snowy temps to sharing icicle pictures at your hotel, there are plenty of ways to stay involved during weather phenomena. Remember, if you do utilize off-property management, it's important that they are well aware of localized weather so as to avoid any sunshine-focused posts in the middle of a snowstorm! In the screenshots below, you can see good examples of hotels enlightening guests with weather-related updates.
CNN.com or a similar breaking news source
When managing your hotel's social media campaign, it is very important to stay aware of both breaking local and national news to avoid any uncomfortable situations. It is never okay to take advantage of a national tragedy to market your own interests, a la Epicurious.com's Boston Marathon debacle. It is also important to always monitor any pre-scheduled posts or tweets. You want to avoid offending others by unintentionally posting during a difficult event. For example, Seamless had scheduled a post on Sept 16, 2013 proclaiming that 'Today is national GUACAMOLE day. Nothing else matters'. Later that day, a gunman fatally shot 12 soldiers at the Washington Navy Yard. This 'harmless' pre-scheduled post turned into a PR nightmare, as it was seen as extremely insensitive in light of current events. Seamless has since deleted and apologized for the post, but it's a big lesson in staying aware of breaking news and keeping track of your scheduled posts. Be especially mindful if you have multiple social media mangers sharing responsibilities on one account, as you should always be in-the-know on what posts are on deck to prevent miscommunications!
Our friends at Sprout Social are well aware of this possibility. During the aftermath of the Boston Marathon crises, they actually posted a warning on their website encouraging social media managers to check their pre-scheduled posts and tweets for anything offensive. Thanks for looking out for us, Sprout Social!
'Hey Google! What time is it in...?"
It is pertinent to stay aware of time differences when posting on behalf of your hotel. While this applies to all social media managers, it is particularly important for those managing social media off-property, Your Facebook post about your hotel's weekend brunch buffet would be perfect to post on Saturday at a 9AM, but if you neglect to factor in the time change and schedule it for 1PM then the effect is greatly diminished. Also, be sure to double-check your AM vs PM scheduled posts. You want to avoid waking up to find that your lunchtime special was posted at midnight! Google is your friend - simply type into Google 'What time is it in..." to verify your time zones before scheduling a time-sensitive post!
Pro Tip #4: Locals know best - and by locals we mean your staff!
Have you ever been asked by a guest, 'where do the locals go?' An often overlooked resource in the social media game for hotels is the staff and guests themselves! Staff members have a unique view of both the local communities' favorite spots, as well as opinions of visiting guests. For guests looking for the BEST french fries in town, or a unique romantic date spot, your staff can often provide personalized, authentic recommendations! Its special touches like these that keep guests returning again and again.
Staff scavenger hunt
Your hotel staff is a fantastic resource for local happenings and providing an insider view of the hotel happenings. I recommend creating a social media scavenger hunt that lists out various locations and amenities of the hotel and having the team partake in a friendly competition to capture as many items as possible with a camera. Smart phone pictures will suffice, so no excuses! Have the staff submit photos of seasonal decorations or a delicious breakfast spread and use them on social media to show your fans what's happening "behind-the-scenes" at the hotel. Behind-the-scenes photos at the hotel tend to receive high engagement with your social media fans because your guests enjoy seeing the great team that makes their hotel experience so fantastic!
Here are some ideas to get your hotel's photo scavenger hunt started:
Staff and Guest Picks
The staff and loyal guests can also provide great recommendations of their favorite local restaurants and entertainment options. Create a brief questionnaire to compile some of the teams or guests favorite spots in the city so that you can feature their recommendations on social media. For example, when guests check out, ask if they would be willing to provide future guests with some recommendations for exploring the surrounding area. If they say yes, hand them a card and ask them to fill-in-the-blank: "Don't leave San Francisco without…." Then feature these authentic spots that the locals love on social media so your guests can check them out when staying at your hotel! Plus, it will save your social media manager time when they are hunting for the best chicken wings in town. I recommend keeping the guest questionnaire short, sweet, and somewhat vague. You never know what kind of gems your guests may discover during their stay!
Key Takeaways for Providing a Kick-Ass Social Media Strategy
Whether you are personally managing a social media page or utilizing outside assistance, it is important to provide the best information possible for your guests. Keep in mind:
Posted in Hotel Online Marketing on February 07, 2014 by Chris Jones
We are now just over a month into 2014, which means it’s time to sit down, get inspired, and reaffirm that you made the right New Year’s Resolutions for 2014. If you’re anything like me, you’ll likely edit the resolutions that you wrote last year and vow to really take them seriously this year. Yes, this is the year that you are going to eat healthy! In 2014, I challenge you to think outside of the box and make some promises that are going to better your hotel’s internet visibility! So, raise your right hand and read the Internet Marketing Resolutions for 2014 out loud.
I hope these hotel marketing resolutions empower you to set forth in 2014 with a fresh perspective and ultimately lead to increased internet performance for your hotel!
Maddy Slaughters The Competition At The October 2013 Blue Magneteer Awards; Police Still Seek Motive For Halloween Eve Massacre
Posted in Blue Magnet News on February 05, 2014 by Matt Bitzer
Sadly, the story always starts out the same: She was a quiet girl--kept mostly to herself. Always smiling, ever so friendly and incredibly skilled in social media marketing. What a shame it had to come to this…And she had such a promising career in hospitality online marketing too.
Who would have ever suspected it would lead to a Halloween Eve massacre?
Yes, a massacre. On the dark and dreary afternoon of October 30, 2013, Maddy Fuller entered the Blue Magnet Lunch n' Learn event just as she had done every Wednesday; The only difference this time was that she was the only one to walk back out at the end. Unbeknownst to the rest of the world, behind those smiling Irish eyes lurks an online marketing behemoth. Indeed, Maddy Fuller had brutally slayed the competition that day, wresting the October 2013 Blue Magneteer Award from the cold grip of her defeated colleagues.
Kim Armour, Director of Client Services at Blue Magnet Interactive and eye witness to the brutal slaying, had this to say about the grisly scene:
"It was awful, but I blame myself. I should have seen it coming. It all started back with a website for this hotel client in central Florida, for which we provide online marketing services. Sure their online revenue growth was slow at the start, but at least no one got hurt. But that's when Maddy stepped in, flaunting her big ideas and marketing prowess, showing a brazen disregard for traditional marketing. She completely gutted that poor website…Rich, quality page content? Re-optimizing local listings? Verifying the hotel's business listing? The girl just didn't know when to stop!
And that's when she took it too far. Schema markups?! You should have seen the revenue graph for this hotel client after that! It was disgusting. Just a few short months and Maddy had shot the hotel's revenue through the roof! Police estimated it was an increase of over 141% in revenue month over month as a result of Maddy's cutthroat tactics! The hotel's competition never stood a chance! And sadly, neither did the other Blue Magnetizens in the room that day."
Maddy Fuller is still at large and considered armed with SEO knowledge and dangerous behind a computer. For any information regarding her whereabouts please contact Blue Magnet Interactive at 877-361-1177.
Posted in Online Marketing on February 04, 2014 by Stephanie Hilger
At Blue Magnet Interactive, we love Facebook. Without the social giant and its enormous marketing potential, we might be out of a job! Okay, maybe not - but we felt it was only appropriate to commemorate Facebook on its 10th birthday with a classic Top 10 list.
Our talented Account Manager’s compiled their top 10 tips for hotels to effectively utilize Facebook’s prowess and stand out from their competitors!
1. Respond to all wall posts and comments, whether they are positive or negative. Hoteliers should have a similar response system in place on Facebook as they do on TripAdvisor. When a fan leaves positive feedback on your Facebook wall, “like” the post or leave a sincere comment on behalf of the hotel to acknowledge that it was received. When a fan leaves a nasty comment, respond publicly so that your other fans know that the hotel takes these issues seriously and try to take the conversation offline as seamlessly as possible.
~ Andrea Mann, Senior Brand Strategist
2. Don’t post just to post. Content that you share with your followers should be relevant to your property. Think about the pages you “like” on Facebook, why you like them, and the content you're likely to share and engage with on those pages. Your fans are invested in your page to hear about your special offers and promotions, learn about the area, and hear about other applicable hotel news and events. Just because a certain topic or hashtag is trending doesn’t mean that yoru hotel needs to comment on the subject. If you can’t twist “Justin Bieber’s mug shot” to relate to your brand, it’s pointless chatter (and we’re not sure you’d want to anyways).
~ Stephanie Hilger, Account Manager
3. Humanize your brand. Customer service is often one of the strongest assets of a property, and you can’t give great customer service without an incredible staff. Small features that show your customers how much the hotel management values its staff will go a long way. “Staff picks” for favorite area restaurants or bars, “happy anniversary” posts for team members that have loyally been employed at your hotel for a long period of time, etc. They call this “social” media for a reason. Don’t ever hesitate to put a face to your brand!
~ Michelle Laing, Account Manager
4. Do your guests know that you are on Facebook? Utilize on-property flyers and place them at the front desk, at your on-site restaurant, on tables in the breakfast area and create key-card packet inserts. Encourage guests to like and review your hotel on Facebook, especially since Facebook reviews are beginning to play an integral part of your Facebook page’s experience!
~ Kelsey Nupnau, Account Manager
5. Take advantage of the Facebook Insights. This useful tool is free for your hotel's business page, and it will help you discover things like the best time to post, the most popular content, and audience demographics. With this added information, you can craft better posts tailored to your specific audience and boost your page’s engagement.
~ Tim Dale, Account Manager
6. Keep it short and sweet. Increasingly, people are accessing Facebook through their mobile devices. While scrolling through their Newsfeeds waiting at the bus stop or in line at Starbucks, they may not want to take the time to read a wordy paragraph. Writing your hotel's Facebook posts with Twitter’s length (140 characters or less) in mind can help encourage fans to read your posts.
~ Caroline Scanlon, Associate Account Manager
7. Use your camera! If there is something going on at the hotel - a staff fundraiser, a special event in the bar or just a beautiful day outside, TAKE A PICTURE! Your Facebook fans are following your page because they enjoyed their time at your hotel or are planning to visit your hotel. Give them a snapshot of what’s going on both on property and in the area. Photos that are unique to a hotel tend to outperform generic posts on Facebook pages. A generic post with clip art hearts that says “Happy Valentine’s Day” is not going to give your hotel personality like a photo of your front desk staff smiling with a box of chocolates in hand!
~ Abby Heft, Senior Account Manager
8. Stay local. Utilize local-area publications, community-focused websites, CVB’s and more to find the most relevant, local content for your followers. From free yoga classes to the top 10 places to enjoy fried chicken in your town, fans will appreciate these localized tidbits. Guests are often asking your front desk staff ‘where do the locals go?’ - so take that question and run with it on Facebook! There are lots of great resources at your fingertips to help answer that question.
~ Amanda Diamond, Account Manager
9. Treat your fans like the special fans they are! As you grow your network of fans on Facebook, instill loyalty by offering exclusive deals and insider information. Announce special events to fans first, provide a special coupon for fans to redeem on property, or promote a unique fan rate discount only available through your Facebook page. By giving fans exclusive information and deals, you build loyalty and actively engage users who continue to listen to what your hotel has to say. Plus, these Facebook strategies are also a great way for your hotel to bring in incremental revenue and sell rooms for last minute need-dates.
~ Kim Armour, Director of Client Services
10. Just because Facebook is a great marketing tool, doesn't mean every post should be a commercial for your hotel. Yes, guests want to know when you have an awesome new special or that you just renovated all of your suites, but they don't want to see the same posts about how you have "the best amenities around" over and over. Your page will never see a lot of likes or engagement if you're consistently posting "salesy" content in the hopes of driving bookings. Doing so will most likely have the opposite effect and end up turning fans away.
~ Chris Dean, Account Manager