Just when you thought you knew every possible acronym for hotel technology, a slew of new social media terms emerged, many of which are as important to learn as they are critical to implement for business success. Topping the list is SoLoMo, the convergence of Social, Local and Mobile strategies that is dramatically changing the way that businesses and consumers communicate. Lodging Interactive, and its outsourced social media marketing agency CoMMingle, are fluent in speaking the SoLoMo language, and together they are helping hotels improve conversations with global guests across the social, local and mobile channels to tap new revenue streams and target new customers.
"eMarketing today is an art, especially in a SoLoMo environment," said DJ Vallauri, Lodging Interactive founder and president. "The Internet, smartphones and social channels have made it possible for even the smallest hotel to share its messaging with the world with just a click or a touch. While the process sounds simple, the intricacies of SoLoMo marketing are quite complex. Which social media channels are the most effective to reach the right audience? When is the right time to push local offers and to whom? How do you manipulate web content for mobile devices and get users to engage with the offers being made? Who is monitoring the various SoLoMo conversations to protect the hotel's reputation? Lodging Interactive and CoMMingle have the time and the talent to address those questions and many more."
Lodging Interactive is an award winning full-service digital marketing and social media engagement agency exclusively servicing the hospitality industry. The company provides ROI-driven online marketing services, including: website design and development, search engine marketing, social media marketing, and online reputation management. CoMMingle manages hotels' use of social media channels, provides reputation and consumer sentiment monitoring, and social search engine optimization.
The SoLoMo Connection
According to "Technopedia," SoLoMo is defined as: A more mobile-centric version of the addition of local entries to search engine results. SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what's available via a PC.
• More Internet access occurs through mobile devices than by laptop or desktop (Expedia)
• Two-thirds of Americans sleep with their mobile device in range (Expedia)
• Current number of bookings via mobile device is about 16 million, and it's expected to double by 2016 (Expedia)
• 97% of consumers now search for local businesses online (Eventility)
• 72% of consumers consider online reviews trustworthy (Eventility)
• 61% of Millennials reference social media when deciding where to go out (Eventility)
• 78% of small businesses now get at least a quarter of their new customers through social media (Eventility)
"Hoteliers can't turn their backs on these who are searching for the very services they offer," Vallauri said. "It's time to grab consumers' attention . . . and those consumers will tell their friends, and so on. The convergence of social, local, and mobile channels is key to how hoteliers can effectively communicate with guests, and how travelers willingly engage in return with hotels. Social addresses 'where' travelers share their hotel experience; Mobile is 'how' they send and receive information with the hotel; and Local speaks to the immediate environment or 'when' travelers can receive the best offers at the best rates for the best experience. When hotels harness the power of the SoLoMo initiative, it enables them to stay hyper-connected with their guests like never before."
Finding the expertise at the property level to launch a strong SoLoMo strategy is challenging, and being able to analyze its effectiveness once it goes live is equally as difficult. Next-generation hotels need to engage with guests socially via Facebook, Twitter, YouTube, Pinterest, etc. They must respond to online reviews . . . provide locally-meaningful content and offers . . . and manage that data to ensure that it is relevant to each audience on each channel. Having the staff and expertise to make all this happen is even more challenging. This where Lodging Interactive and CoMMingle can be a valuable resource.
"With SoLoMo becoming such an integral part of consumers' global travel habits, hotels are struggling with finding the internal resources to manage social networks and establish effective social media marketing campaigns," said Rosella Virdo, Director of CoMMingle Social Media Marketing. "Lodging Interactive and CoMMingle will assist hotels by engaging online with social media strategic planning, growing and managing social media channels, word-of-mouth marketing and experiential marketing, reputation and consumer sentiment monitoring, and social search engine optimization.
"We monitor content and keep conversations going," she said. "We become the eyes and ears of the hotel, monitoring conversations and posting instant replies if desired. We also serve as an extension of a hotel's Public Relations and Marketing teams, and as a consultant to its customers, advising hotels how to deal with social media reviews and giving them tools to manage their social presence effectively. The bottom line is that hotels need to tap into their customers, and having properly managed social, local and mobile profiles will keep them coming back and growing revenues while you are growing loyalty."
Leveraging a team of more than 50 highly skilled online content experts, Lodging Interactive offers the following services that work together or independently to support a hotel's SoLoMo campaign:
• Website design and management
• Hotel reservation services
• Social media marketing
• Reputation management
• Email newsletter marketing
• Guest review system
• Video production
• Strategic marketing
• Advertising agency services
• Measurement and accountability
"There is no time like the present to begin leveraging the power of SoLoMo," Vallauri said. "Hoteliers that don't know where or how to begin can tap the expertise of the Lodging Interactive and CoMMingle teams to receive a customized strategy for each property backed by superior customer service.”