A successful social media strategy must integrate three key components: “social,” “local,” and “mobile.” According to a recent special report in the Nation’s Restaurant News, $159 billion of U.S. retail sales in 2012 were influenced by SoLoMo. Over 116 million people own smartphones. In July 2012 alone, 90 million American had accessed retail information on their mobile devices. Additionally, 38% of mobile users opted in to receive location-based promotional text messages and that 18% used a location-based social media app such as Foursqure to check in at a venue. How can any business come up with an excuse of not participating in SoLoMo?
The following include some best practices and direct quotes from the report. For example, Texas Roadhouse initiated a “TextUs Loyalty Club” campaign. The redemption rate reached 17% during a six month trial period, much higher than those using other media sources.
Nearly two fifth of Pita Pit’s new likes came from smartphone users on Facebook’s app.
“We listened to our most passionate fans and found exciting ways to get the Cool Ranch (Doritos Locos Taco) in their hands before it was available nationwide… We doubled our YouTube views in one month and saw our engagement go through the roof… (We) start with listening to what is trending and what our consumers are saying.” --- Tressie Lieberman (@tresslieberman), Director of Digital and Social Marketing, Taco Bell, a Division of Yun! Brands Inc.
“We’re just starting to look at Vine and Instagram, and we’re asking our customers how they’d interact on that platform (Vine).” --- Caroline Masullo (@CMM2B), Director of Digital and Social Marketing, Pizza Hut, a Division of Yum! Brands Inc.
“Traffic and sales are the most critical (return on investment) measures. We also measure brand perception and likelihood to suggest the brand or menu item (to friends). We also pay close attention to how our community is growing.” --- Jill McFarland, Senior Manager of Digital and Social Media, Applebee’s, a Division of DineEquity Inc.
“Twitter is a more casual and conversational medium than Facebook and really lends itself to interacting with consumers in a fun way. A&W has such a great mascot that we want to utilize as much as possible, so why not put Rooty in charge of guest listening?” --- Rooty and Great Root Bear, Mascot and Spokesbear, A&W Restaurants Inc.
“When hired, Wion was charged with aligning McDonald’s U.S. social media strategies and tactics with U.S. and global disciplines…We have guidelines on how people talk about their jobs in their own social feeds. Our customer service team has been a part of our social media efforts from the beginning, and our insights teams work more with us, as well, taking what we monitor in social and using it to inform operations, culinary and HR.” Rick Wion, Director of Social Media, McDonald’s Corp.
As a professional in social media field, what lessons do you learn from these best examples and social media strategists? What other best examples may you share with us?
As a customer, which mobile app has the most engaging experience (with you)? What are the cool mobile apps that you are using? Do you mind recommending some of those cool apps to us?
The growth of Airbnb has made a significant negative impact on hotel business, even though the hotel industry has also been enjoying a steady long-time growth since 2009, as measured in almost all performance indicators including occupancy, average daily rate, revenue per available rooms and number of new hotels open for business.
For hotels, it is a loss of revenue (or uncaptured income) when a traveler chooses to stay in an Airbnb listing rather than a hotel room. Hotels have been trying hard to fight with Airbnb, but it does not seem any of their strategies can actually stop the growth of the room-sharing website. Besides hotels, Airbnb also makes a negative impact on online travel agents (OTAs), such as Expedia and Priceline, especially when Airbnb is aiming to become a true full-service travel enterprise. Because a large portion of OTAs' revenue comes from the commissions on hotel sales, it is also a loss of revenue for OTAs when a traveler books a room elsewhere, either on Air…
I am currently traveling in Mainland China for a few weeks. I will not be able to access the websites that do not meet the "standards" set by the Chinese government, such as blogger.com or Google. I will try my best to update this blog whenever I have a chance. Thank you for your patience.
The Year of 2017 has been a year full of renovations, many of which happened to take place within the hospitality industry. One specific topic is still, and might always be pondering in the minds of those in a hotel's or a resort's Marketing and Advertising Department. Who is the best market to cater to? Or more specifically --- Who is the best market to cater to for 2017-2018? Family vacationers could be the answer. Here is some insight into what families will be looking for and how a resort can get the businesses from family vacationers. The “adults-only” segment To answer this question, I took the liberty of investigating through last year's highlights to see what all the fuss was about for “adult-only” resorts and hotels. In 2016, "adult-only" resorts and hotels are popular among honeymoon goers, singles traveling, and overall, couples having some quality time to themselves. What drew them in were resorts based on a coastal, island settings. Such places as the …