SMO
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The document discusses strategies for social media optimization (SMO) for Grange Hotels group. It recommends creating a travel blog, e-magazine, and tagging content to increase linkability. It also suggests making content like audio files and videos available on platforms like YouTube to help content travel further. Rewards like advertising community events on the Grange Hotels website can encourage inbound links. Allowing reuse of content can boost visibility. Metrics like member numbers, comments, and site interactions/visibility can measure SMO effectiveness. Influencers help spread messages while followers build popularity, and shifts in either can indicate needed strategy changes.
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Marketing course march 2011Karen Thorne
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This document provides guidance on how to promote a tourism business using social media. It defines key terms like advertising, public relations, marketing, social networking and social media. It discusses developing a marketing plan, targeting specific customer markets, and establishing an online presence and voice. The document offers suggestions for using social media platforms like blogs, Facebook, and Twitter to build relationships, manage reputation, and attract new customers while engaging existing ones. Regular posting and sharing relevant content is recommended over direct selling.Ad
SMO
- 1. EbusinessSocial Media OptimizationGabrielle DesrochesSaluquia Gomes NevesApril 8th 2010
- 2. SMO
- 3. LINKABILITY OPTIMIZATIONBlog (RSS): create a travel blog dedicated to differents things:Events organized in our hotels (gourmet day, etc.)Green policy of the groupA community with special benefits for members (eg. Better rates)E-MagazineNews of the group (expansion projects)Pictures of the various hotels
- 4. MAKE TAGGING AND BOOKMARKING EASYMetatags: Add more specific events in London (eg. Jamaica carnival) Increase accessibility on social media page: when directly going from Grange Hotels website, easy to find Twitter account but when going from Twitter homepage, not possible
- 5. Facebook: increase interaction with peopleREWARD INBOUND LINKAdd permanent links redirecting to our website on: appropriate travel community blogs, eg.Events pages for the city of London, eg.: Festivals, carnivalsMuseum websites in LondonAs a reward, Grange Hotel group can advertise these events of travel comunity websites on its own website www.grangehotels.com (the group does it already for some events and attractions)
- 6. HELP YOUR CONTENT TRAVELAudio files to post to Youtube or radio websites: could be famous guests reviews on tape: ? Hi this is xxx talking from the grange hotel london, its fantastic/fabulous ?Videos of special events at the hotel to post to Youtube or other websitesSpecial events (eg: gourmet day, live music, etc.)Maps:Possibility to click on a link to Google Maps to find the itinerary from the hotel to an attraction
- 7. ENCOURAGE THE MASHUPAllow Social Media users to take some of our content increases our visibility on Social Media SitesAvailability of RSS Feeds to twitters and bloggers
- 8. HOW TO MEASURE SMO?Number of membersMembers/guests commentsDensity of information and picture sharing on the netVisibility on other websites: YoutubeNumber of visitorsInteraction on Social Media sites
- 9. RELATIONSHIP BETWEEN FOLLOWERS AND INFLUENCERSInfluencers are naturally valuable assets to SMOThey can decide which Social Media platforms are worth followingThey help spread hotels messages further (example popular travel blogs in which hotels are mentioned)They may indicate upcoming trends because of their awareness, which would lead hotels to adapt their strategiesFollowers are an important asset tooThey build popularity around the influencers and strengthen their credibilityA major shift in followers will show that the influencers have not fulfilled followers expectations time to rethink the strategy