#AskDJV Episode 55: Social Influencer Marketing

AskDJV Episode 55 - Social Influencer Marketing

Hello Everybody, welcome to the #AskDJV Show.  I’m DJ Vallauri and this is Episode 55.  So glad you could join us this week.

On this week’s episode, I’d like to talk about Social Media Influencer Marketing for the hospitality industry.  Now it’s going to be a two-step show because this week we are going to focus on what actually is defined as Social Media Influencer Marketing and next week we’re going to actually tell you how to do it yourself and the pitfalls to avoid.

Social Media Influencers

So, on this week’s show, let’s talk about the definition of Social Media Influencer Programs

When Kim Kardashian posts on twitter, posts on Facebook or on Instagram about a product or service, that is most likely a paid advertisement.  That’s influencer marketing at work.  You see, whoever is owning that product or service is actually having Kim Kardashian promote that service or product to her followers, right?  To her millions of followers.

Well, the same is happening in the hospitality industry.  Many hotels are starting to take their Social Media Marketing to the next level.  It all started with Facebook, Twitter, Instagram posting, right and hopefully as hoteliers you’re all doing that already because it’s so important that you do that consistently to engage and build loyalty with your customer base.

So, here’s how it’s done…

You go out and locate someone who’s got a lot of followers on Instagram or Snapchat or Twitter or Facebook and you do a deal with them and say, “I want you to promote my property.  I want you to come stay at my hotel.  I’m going to wine and dine you for the weekend and I want you to showcase to all of your followers how great our property is and what the experience is like when you stay here at our property. And in return, we will give you A, B, C, & D.”  We’re going to cover that in next week’s show.

That is Influencer Marketing.  You’re spreading your brand, your hotel to other people on the Internet on these Social Media platforms that have so many more followers than you do.

At the end of the day, what will happen is:

  • You’ll get great visibility.
  • You’ll gain more likes and more followers on your own hotel accounts (because as the Influencer is showcasing your property, they are also tagging your property and your accounts in Social Media).
  • People will know exactly where to go to start following you and to start engaging with you.

That is Social Media Influencer Marketing.  It’s easier said than done. So, I want to make sure you come back next week so that you could see how to actually do it.

I hope you’ve enjoyed this week’s Episode of the #AskDJV Show.  Be sure to subscribe down below on the red YouTube Subscribe Button so that you’ll get alerts when new videos come out.

Thanks again for joining us and we’ll see you next week!

View Social Influencer Marketing – Part 2

Hotel Social Media Marketing to Different Generations

Different generation inspirations and expectations

 

Whether it’s Generation Z, Millennials, Generation X or Baby Boomers, your hotel social media marketing strategy needs to include plans that effectively reach out to your desired target audience. What motivates them? What is their purchasing power and disposable income? What are their inspirations and expectations on social media?

percentage of US adults who use social media

PEW RESEARCH CENTER

 

Hotel social media marketing approaches

 

Each generation approaches social media based on their life experiences and inspirations. They each have preferred social media platforms but how and why they use them makes finding the right approach to each group a challenge. While these groups may share an interest in some of the same social media platforms, they have different ways of using and communicating through these platforms.

 

Baby Boomers

The often forgotten group when it comes to social media – are part of the generation that developed the internet and the desktop computer as we know it today. Two of the most notable are Bill Gates (Microsoft) and Steve Jobs (Apple). Tim Berners-Lee together with Robert Cailliau, is recognized as the inventor of the World Wide Web. They have the largest disposable income of all age groups. According to Pew Research, 69% of adults aged 50 to 64 used social networking sites. Most preferred Facebook so they could revive friendships of bygone days to reminisce and perhaps renew those friendships.

 

Social Media Approach: 91% have a social media account and 95% prefer to communicate with businesses via email. They want relevant content and have a preference to content based platforms like Facebook and YouTube. If they can share their views and opinions, they’re all in! They don’t hesitate to voice and share their opinions and look for deals and information. So this is the generation that newsletter signups, informative video content, questionnaires, contests, promotions and polls help increase your hotel’s chances for awareness, engagement and interaction.

Generation X

This is a smaller group in between Baby Boomers and Millennials – the so-called “MTV” generation. They grew up with the music video craze as the power of visuals over words grew stronger and they have the second largest disposable income next to Baby Boomers. They lived most of their life away from the internet and social media so they like things simple and clear. This is the group that considers what will make their life easier and rewarding. So luxurious services and products have a definite attraction.

 

Social Media Approach:  This group likes content that is visually engaging so photo/picture/video-based content will appeal to them. They are brand loyalists so building relationships with them is the easiest of all groups. They are the most likely to follow brands and share content through social media outlets. But they will just as well unfollow a brand because something said was offensive or against their personal beliefs. Calls to action are your best bet to catching their attention. One click solutions to websites are best for this generation as are avoiding polls and quizzes. They are a reflective group so invoking memories will indulge their needs and inspire them to engage with your hotel.

Millennials (a.k.a. Generation Y)

This is the largest of all groups who have high ideals and are vocal about what they represent. When it comes to social media, millennials are the most influential of all generations. They seek out brand advocates because they see peers as a trustworthy source. They base their decisions about hotels through ratings and reviews. They engage with multiple social media platforms rather than have a loyalty to just one. They’re technologically savvy and have changed the landscape for hotel social media.

 

Social Media Approach:  This generation is the one that will turn to social media instead of phone or email to communicate with your hotel. They are the most influential on social media and seek out brand advocates. The exchanges allow them to express what they care about and, at the same time, build relationships that hotels can tap into. They expect relevant and credible content so hotels can build better relationships with millennials by ensuring they are adding value to the exchanges.

 

Generation Z

This is the youngest group who were born with the digital world in the palm of their hands – the true digital generation – that doesn’t know what life was like before the advent of computers. This generation is the most forward thinking and innovative. They are impressionable and most feel that social media directly impacts how they feel about themselves. Virtual Reality as part of your hotel’s social media marketing would be of most interest to this group. Compared to other generations, a recent Google research survey shows this generation to be the most “connected” of all groups.

 

Social Media Approach: Video content that empowers or motivates is what will inspire this generation. When it comes to social media engagement, quick, brief content catches their attention and inspires them to interact. Being authentic is key as most in this generation would prefer to see real people marketing to them than celebrities.  Exclusive offers that provide real-time results are a way to gain their loyalty.

 

GenZ represents a large segment of the population

 

Whichever generation you are targeting for your hotel social media marketing, you will first need to understand the mindset of each group, how you can interact with them, and the right social media platform to reach them. You will want to find their triggers and make them an advocate of your hotel. But the ultimate success of your social media marketing campaign to each generation will be when your efforts turn those likes and shares into bookings.

Lodging Interactive Launches Social Influencer Marketing Services for Hotels

PARSIPPANY, NJ – April 18, 2017 Lodging Interactive, an award winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its social influencer marketing program called, “Social Voices Influencer Marketing Services” for the hospitality industry. Social Voices provides hotels with the ability to leverage the social influence of others to drive brand awareness and new revenue opportunities for their properties.

 

Social Voices Influencer Marketing

 

“Social influencer marketing is an emerging branding strategy for the hospitality industry and one that enhances a hotel’s current social media marketing and engagement initiatives,” said DJ Vallauri, Lodging Interactive’s Founder and CEO. “Social Voices is a fully managed influencer marketing program providing hotels with complete campaign management from start to finish.”

 

Social Voices Influencer Marketing works with hotels to develop effective social influencer marketing campaigns centered around Instagram, Snapchat, Facebook, YouTube, Twitter and blogging. The company utilizes industry leading platform technologies to determine the best social influencer candidates for campaigns and manages the entire influencer bidding and contracting process for its hotel customers. Throughout the process hotels receive ongoing analytical KPI reports and engagement metrics to validate the effectiveness of the social influencer campaigns.

 

“Research shows that 92% of people say they trust word-of-mouth recommendations over ads. And user generated content (UGC) when part of an overall strategic social media marketing campaign, can drive tremendous branding reach and positive Earned Media Value (EMV),” stated Vallauri. “Until now, the challenge has been providing an affordable social influencer marketing program for individual properties. Our Social Voices Influencer Marketing service addresses this past challenge.”

 

Marriott Rewards Is Giving 4 Influencers Spectacles to Make Buzzy Snapchat Stories

 

 

As reported in Adweek, Marriott Hotels is working with social media influencers to create organic content by leveraging each influencers’ Snapchat channel to create 10-second vertical clips using Snap’s (parent company of Snapchat) video-enabled Spectacles glasses to capture the influencers’ Marriott travel adventures. Also, Marriott has hired four social influencers—Jen Levinson, Tom Jauncey, Sara Hopkins and Diipa Khosla—to take over the brand’s Snapchat account roughly once a month. social influencer marketing

 

“Authenticity is a trait that customers value, especially millennials, and with influencer marketing that is not compromised. It is difficult to achieve that credibility with traditional advertising especially when a campaign is eventually over. Influencer marketing is like a gift that keeps giving because the influencer posts stay active, the brand stays engaged and the results can translate to higher EMV as those engaged become customers,” stated Rosella Virdo, Managing Director, CoMMingle.

 

Social Voices Influencer Marketing services are powered by Lodging Interactive’s CoMMingle Social Media Engagement operational division. Since launching in 2009 CoMMingle has grown to become the largest social media and reputation management firm exclusively serving the hospitality industry, handling over 200,000 guest review responses for hundreds of hotels and resorts.

 

To learn more about Lodging Interactive’s Social Voices Influencer Marketing visit SocialVoices.com.

 

About Lodging Interactive:

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing and social media engagement agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. CoMMingle has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses. The company also offers fully managed Live Chat agents for hotel websites through its LiveChatForHotels.com division.

 

Lodging Interactive is an HSMAI Adrian Award winner, and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

 

Lodging Interactive is a proud supporter of the Hotel Sales & Marketing Association International (HSMAI) and the company’s president, DJ Vallauri, currently serves on the Board of Directors of HSMAI’s New York Chapter. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.

 

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The Benefits of Internet Marketing for Hotels

As we are so entrenched in the digital age, it seems logical that your hotel advertising should be as well.  For many years hotels have relied on print marketing in newspapers, magazines or paper mailers to get their message to potential customers.  There may still be a few hoteliers out there using these methods, when in fact, the benefits of Internet marketing for hotels greatly outweigh any other means of advertising.

As a hotel owner/manager your goal is to increase room revenue.  You want more “heads in beds”.  To achieve this you need to think like the consumer and understand how they purchase goods and services.  In this day and age, more and more people are on their mobile devices conducting research and comparing prices because it’s quick, easy and right in the palm of their hands.  If you’re not in the digital world you are missing out on many opportunities to grab the attention of these users.

When marketing your hotel website, keep in mind the benefits you will reap.

It’s convenient.  When you advertise online, you’re available 24 hours a day to take reservations and to showcase your property.  With busy schedules, consumers are searching the web at all hours of the day, so whether Internet Marketing for Hotels it’s the early riser or the night owl, you can access them all.

Your reach is greater.  Using internet marketing services allows you to reach people all over the world rather than those in a specific market or a particular part of the country.

You can build relationships. Unlike traditional print marketing, internet marketing for hotels provide an opportunity to build a database of those who visit your website.  By providing a newsletter sign up or an e-offers sign up, you can develop a list of potential customers to reach out to. You can then tailor and email offers that speak to the needs and wants of your database.  Another option is to give your guests a chance to leave a review that you can personally respond to.  This shows your guest that you care about their experience and value their opinion.  Each of these items will help build positive relationships with your guests.

Online marketing is a must for hotels if you want to be successful and stand out from your competitors. There are too many components to website marketing that make it an effective strategy not to be overlooked or undermined.

Latest Facebook Mobile Apps and What They Mean for Your Hotel

Facebook Mobile AppsSocial media marketing for hotels is ever changing and mobile usage is becoming the norm for searches and social interaction.  At the forefront of these changes is Facebook Mobile Apps. With more than 1.65 billion active users, this global social media giant has changed the way people communicate and engage with each other. So it’s a natural progression that Facebook recently introduced the mobile app version of their two popular features, Facebook Events and Facebook Recommendations.

How can hotels leverage these Facebook Mobile Apps features within their social media marketing strategies?  To answer this, we would first need to understand how these features work and what they provide:

What are Facebook Event and Recommendations?

Facebook Event can be used to notify or invite friends, family, fans or group members to any upcoming function, gathering or bash. They can be private or public. Private events are just that: Events that can only be seen by the people invited. But a person can reach out to their connections and have them invite their friends. A public event is an invitation to everyone and can be seen by anyone regardless of whether they have a Facebook account or not.

Facebook Recommendations on the other hand is used to see what a person’s connections are up to, suggested places to visit, things to do or what events are coming into your local area as well as services that may prove useful. You will also see updates from a person’s connections for past events attended. It’s essentially a place to give and share experiences of places, events and services with your family, friends and other connections.

 

Leveraging Facebook features in hotel social media marketing plans

 

So how can hotels use these features? If leveraged well, your hotel:

  • Will be able to tap into local events announced through Events and Recommendations to reach your target audience
  • Individual users will be able to use the call-to-action buttons (which start from the recommendations page) to interact with your hotel directly through Facebook Messenger or might even tag your hotel alerting friends your hotel is worth checking out.
  • If any user shares his/her own experiences or recommends your hotel through these features, your hotel would become part of their peer’s networks also and friend recommendations carry weight in final buying and booking decisions.
  • For hotels that present their own events through their business Facebook account, you have the chance to reach a wider audience.

 

These new Facebook features present a number of opportunities to drive future and repeat bookings. It’s well worth making them a part of your hotel’s social media marketing strategy.

Why Hotels Should Choose Google AdWords & Bing Certified PPC Partners

Bing Ads Accredited ProfessionalGoogle Certified Partner

 

 

 

 

Hotels using Certified PPC Partners such as Google AdWords & Bing Ads can reach new guests in a targeted way and promote direct bookings.

Hotel paid search marketing can sometimes be tricky and especially challenging when setting up PPC campaigns in Google AdWords. If not set-up correctly, your hotel may end up spending thousands of dollars without getting any of the desired results in return.

What is a Google Partner Agency?                       

At Lodging Interactive we are proud to have a professional on our team that is certified in the use of Google AdWords and Google Analytics. We link our Google AdWords Partner badge directly to our Partner page. But what does it mean to be a badged Google Partner and why is having your hotel work with a Google Partner better?

Google made a Google Partner badge available to advertisers who have passed Google’s criteria as well as have met higher spending and performance requirements. Lodging Interactive has earned this badge by being certified in AdWords, managing a large ad spend every 90 days, and continuously meeting Google’s standards to maintain partner status.

We have also earned specializations in Search and Mobile advertising. This means we are certified in these specific product areas and are well versed in helping clients create and optimize ads for both desktop and mobile.

Why a Google Certified Agency like Lodging Interactive is Just Perfect

Hotel Marketing Expertise: Since 2001, our team has worked in online marketing services focusing on the hotel & hospitality industry. We are successfully managing custom hotel website design, website creation, strategic marketing, customer relations & hotel social media for independent hotels, branded properties and numerous hotel management companies.

Google Certified Analyst: Our dedicated certified manager stays up-to-date with the latest Google AdWords, Google Analytics and YouTube tools as well as algorithm updates by writing and passing Google certification exams every 12 months.
PPC Best Practices: To maintain Google Partner status, our agency team member must take certification exams in AdWords Fundamentals, Search, Display, Video, and Mobile Advertising along with Analytics. We follow Google’s standards for account management best practices to maintain our Google Partner badge.

Inside Insights & Features: Partners know what is going on with Google services and products all the time and this gives us valuable insights into the latest trends, events, & inside news in the industry. It also gives us access to Google’s beta features, up to a year or more before they become available to the public, as well as applications in the industry.

Direct Google Access: Google Partners with a large ad spend have a dedicated Google Agency Team that can be contacted any time a client has an issue without waiting in line.

A company that doesn’t continue to maintain Google’s standards for partner status can have their badge removed. This ensures that a high standard of service is maintained no matter the date that the Partner Status was achieved.

Part II – Bing Ads Accredited Professional

Many companies overlook paid search ads on Bing, but they make up a 28.7% share of all searches.

Similar to the Google Partner exam provided by Google, Bing Ads has an Accredited Professional Certification. In order to use Bing Ads on a day-to-day basis, the Bing Ads certification ensures your skills and abilities as a digital marketing and paid search professional are up to date. Like Google, Bing also offers similar benefits for its Accredited Professionals.

Bing constantly creates new and fancy features for your account expansion and improvement. As a Bing Accredited Professional, we join the crew of knowledgeable account executives and PPC experts in the industry.

Get started with your Hotel PPC Campaign today.

Lodging Interactive Launches Educational White Paper Series

PARSIPPANY, NJ – April 4, 2017 Lodging Interactive, an award winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its educational white paper series. The series can be found here: https://lodginginteractive.com/about-us/white-papers/

 

“Our concept is simply to educate and share relevant hospitality digital marketing information that enables hotel General Managers to make the best informed decisions for their properties,” said Mr. DJ Vallauri, Lodging Interactive’s Founder and CEO. “Each white paper is a brief five pages that can be read online or downloaded as a PDF document. We’ve purposely kept them as short as possible while being meaningful.”

 

The Company plans to add new white papers bi-weekly. Current Lodging Interactive white papers posted include:

  • The Future of Hotel Customer Service
  • Hotel Social Media Marketing Tips
  • Improving Hotel Guest Experience with Live Chat
  • Tips for a Successful Hotel Website Redesign

All white papers are free to read and download and do not require email registration. “No email required, although we’d like it very much if you subscribe to our email list,” added Mr. Vallauri.

 

The white papers can be found here: https://lodginginteractive.com/about-us/white-papers/

About Lodging Interactive:

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing and social media engagement agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. The company also offers fully managed Live Chat agents for hotel websites through its LiveChatForHotels.com division.

 

Lodging Interactive is an HSMAI Adrian Award winner, and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

 

Lodging Interactive is a proud supporter of the Hotel Sales & Marketing Association International (HSMAI) and the company’s president, DJ Vallauri, currently serves on the Board of Directors of HSMAI’s New York Chapter. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.