online social touchpoints

18
ONLINE SOCIAL TOUCHPOINTS DIGITAL MARKETING FOR HOSPITALITY #MBA2B

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Page 1: Online social touchpoints

ONLINE SOCIAL TOUCHPOINTS

DIGITAL MARKETING FOR HOSPITALITY #MBA2B

Page 2: Online social touchpoints

ACTIVE ONLINE TOUCHPOINTS

Praktik Rambla Barcelona has all the active online social touchpoints.

Apart from CONTACT section on hotelpraktikrambla.com,

the hotel also has Facebook, Instagram, Pinterest, Twitter, Flickr

and Tripadvisor.

Page 3: Online social touchpoints

FACEBOOK PAGE

Page 4: Online social touchpoints

INSTAGRAM

Page 5: Online social touchpoints

PINTEREST

Page 6: Online social touchpoints

TRIPADVISOR

Page 7: Online social touchpoints

TWITTER

Page 8: Online social touchpoints

WHAT ARE ON THE TOUCHPOINTS

• Questions: booking confirmation, hotel's general service, Partnership and marketing . . .

• Complaints: size of rooms, limited service, noise, staff behavior . . .

Page 9: Online social touchpoints

On social networks like Facebook and Twitter, most of questions are responded within one day which shows an effective

community management of the hotel. However, the hotel is not active enough on Tripadvisor as some comments are still not

replied since the year before.

RESPONSE TIME

Page 10: Online social touchpoints

H2H APPROACH

The hotel always has H2H approach when communicate with existing or potential customers.

Followings are some keys that show the hotel's H2H:

• friendly way of responding to questions, sometimes with a smiley

• wish good luck for participant in hotel activity• give recommendations without pushing sales• ensure customers' problems are well solved

(see examples in the following pages)

Page 11: Online social touchpoints

H2H APPROACH

Page 12: Online social touchpoints

H2H APPROACH

Page 13: Online social touchpoints

H2H APPROACH

Page 14: Online social touchpoints

H2H APPROACH

Page 15: Online social touchpoints

RECOMMENDATIONS

The hotel already does well on social networks in showing interest and concerns in customers' comments, reviews and questions.

However, as mentioned, the hotel can be more active on Tripadvisor because it is the website that most travelers would surf in the beginning of their research for a hotel.

Especially negative reviews that the hotel can use the opportunity to clarify the problems and encourage unhappy customers to come back.

Page 16: Online social touchpoints

RECOMMENDATIONS

The hotel should not emphasize the status of 3-star hotel to comments about limited service. It just makes customers feel like there is nothing to do with them.

Recommendations and helps should be provided as necessary.

For example, if a customer complains about no laundry service,the hotel can point out where customers can have the service nearby instead of just giving a plain apology.

Going beyond expectation and having extra mind is the key to win the heart of customers in hospitality.

Page 17: Online social touchpoints

Moreover, the hotel can do better in online community by sharing more contents about travelling or some other topics that are related. For example, tips for travelling in Barcelona, some festivals or activities

that travelers should not miss in the city.

It will attract more audience, not only people who are looking for hotels.

The hotel already has a unique characteristic and style so we can humanize the brand and make it more livelier.

RECOMMENDATIONS

Page 18: Online social touchpoints

THANK YOU FOR READING!

• SIRINAPA K.• EMAIL: [email protected]• BLOG: http://rmbysirinapa.blogspot.fr/