Social Media for hospitality: insights into good practice
As previously reported (see link below) H&C News and Armourcoat recently joined forces for a ‘Social Media Roundtable’ that gathered a group from across hospitality to discuss and explore the effectiveness of social media.
The event was hosted by citizenM Bankside in London, attended by delegates from pub groups, hotels, restaurants and coffee shops, and demonstrated that hospitality businesses are meeting the challenges of using social media effectively, and generating positive results.
Food for thought
Mecca Ibrahim from Great British Chefs shared
“The roundtable provided great food for thought. We were delighted to see so many from the hospitality and catering industry using social media in a variety of ways, whether it was for customer service, greater engagement, driving traffic, building up a personality for the brand, right through to increasing customer loyalty. Much thought and creativity is taking place in terms of output, and equally there was a good discussion on tracking and return on investment.
Your company’s ‘voice’ in a conversation
“As everyone has different aims and different audiences, it’s important to measure. However, we must be aware that measurement may not be as tangible as pounds or clicks, but that it also builds up an impression of the brand or organisation that few other media can do. Social media is your company’s “voice” and a voice that is part of a conversation, rather than just a broadcast.”
For Great British Chefs, each social media channel has a use and value – which may not be the same for every organisation. For example, whilst Facebook and Twitter drive traffic, Google+ has much less effect on traffic but helps with search and tracking. Pinterest, in contrast, is growing rapidly, generates lots of traffic – but for less time.
Tips from the delegates
- social media needs to be operated by someone within a business that understands and cares for the business brand in order to communicate the brand message effectively
- Google+ helps with search
- Advertising on Facebook: used selectively (and often for low cost) and carefully targeted (by time and/or radius) can be very effective in boosting traffic
- ROI: restaurant bookings placed can be tracked, average value per cover calculated
- Newsletter sign-ups can also be tracked
- Hotels: social media generates bookings which, in turn, lead to customer details and the building of a customer database, guest loyalty and repeat business…
- User-generated content works for you
- Social media is about communications and conversation: sales are the consequence not the direct aim
- Ensure that you use a careful and consistent tone of voice across all channels
- Track the issue and redemption of promotional vouchers issued through social media
- Involve managers and senior staff: creates connection and fun internally; makes the ‘conversation’ both personal and genuine
- Remember: if you give customers the chance to tweet or share experiences and pics, they will!
Staff interaction with guests
CitizenM is increasingly employing user-generated content on its website, with users selling for the brand, and creating accurate expectations of the citizenM experience, thus helping to attract guests who will be happy with that experience.
As part of the citizenM culture, staff actively seek opportunities to interact with guests, and to create pleasant ‘surprises’ for them – these, in turn, result in positive social media comment as guests ‘share’ them.
Diego Sartori of citizenM commented:
“H&C News has been truly dedicated in bringing different views and perspectives together. In an informal setting, the social media round-table succeeded, inspiring all to share experiences and knowledge. As citizenM focuses on creating inspiring communal spaces, such events bring refreshing new energy to the living room areas. We hope to see more and be part of future round-tables.”
Loyalty Card losers!
Edwin Harrison of Artisan Coffee Shops shared the story of how his Loyalty Card scheme ‘rewards’ those who accumulate 8 stamps with the opportunity to spin the wheel and win prizes that range from 5 free coffees…to tap water!
Handled right – with humour and sympathy as necessary – this generates great social media!
The Chef’s perspective
Damian Wawrzyniak’s involvement in the Roundtable demonstrated enthusiasm and passion for his craft and business (pictured above), combined with determination to learn and become even more effective:
‘I was delighted to attend the H&C News Social Media Roundtable: with over 20,000 followers on Twitter some might think they have little to learn, but not this chef. Delegates discussed and presented useful insights from experience gained across the industry providing ideas I have now adopted and they work.
“The strategies and tactics deployed differed of course, as managing social media at a well known five star luxury hotel and a pub group with several brands and seven hundred outlets is very different, but we all had our brands at the heart of what we do, so commonality in approach.
“It was an excellent event, so thanks to H&C News, citizenM and Armourcoat for launching this innovative forum for our industry to get together, I look forward to the next instalment.”
Benchmarking good practice
Daniel Nevitt, Group Marketing Director of Armourcoat recognises the value of the open forum offered by the Roundtable:
“Armourcoat were delighted to participate in the recent social media roundtable by H&C News and act as sponsor for the event. Having attended the previous Guest Experience Roundtable at CitizenM Bankside, we recognised the great value of shared industry experience across the hospitality sector.
“I have particular interest in benchmarking good practice in marketing as we all operate in such a technology driven environment, with unparalleled access to news and information. How best to present that information, which channels to use, and how to effectively measure success are critical when reviewing budgets and considering return on investment. Social media is now a main stream marketing communications tool, but moving and adapting at such an incredible pace. The value of creating an open forum for debate is of enormous benefit.
“The ability of H&C News to gather the support and interest of such a varied senior group speaks volumes about their standing. We look forward to continuing our work with H&C News as the programme develops.”
Final word
Our thanks go to citizenM Bankside for being the perfect hosts for such an event, and to Armourcoat for sponsoring: both facilitated a valuable opportunity for delegates getting together and the informed learning that took place.
Interested? H&C News would like to hear from readers who would be interested in attending future Roundtables on Social Media and Marketing in hospitality, and participating in the discussions. If you are interested, please contact Denis Sheehan, Editor at editor@handcnews.com
See H&C News’ previous article on the Roundtable here:
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