Without setting goals, it’s hard to know how your efforts are contributing to increase business performance.
You need clear social media goals that are aligned with your business objectives to understand exactly what is working, what’s not and what’s needed to be improved so that you can optimize your strategy and keep moving forward.
Each social media goal you set, should be with relevant metrics so that you know what exactly you need to measure for you to be successful. Here are the five goals every hotelier should measure;
- Increase Brand Awareness.
Brand awareness is the powerful force that build the entire brand engagement, the more consumers are aware of your brand the easier you gain their trust for them to buy their products and services. And that’s why most companies spend more time to create more buzz in the market, before they’re trying to sell. Brand awareness should be part of your social media goals to complement brand initiatives. People need to be connected to your brand, have their trust before start selling your packages you created.
- Are you launching property at another location?
- Have you renovated the property?
- Do you expect to host local event
You can use this opportunity to build meaningful relationships with your target audience through content you share on social media.
Metrics to Measure your Performance
- Community Growth – Number of fans and followers that you’ve.
- Post Reach – Number of people you’ve reached in a certain period of time.
- Post Engagement – Number of interactions you’ve received such as likes, comments, shares, retweets.
- Engagement Ratio – Measure how brand is good enough in engaging with followers. It’s calculated by taking total interactions over total reach times 100.
You can track these metrics on social media platforms, find analytics section. Also you may use third party management tools such as Buffer and Hootsuite to get these metrics.
- Drive Visitors to your Website
Social media can be one of the good source of traffic referrals to your website. If you have a blog or frequently you update your site with upcoming events, new packages and offers, you can publish a summary for each update on social media with a link for people to visit your website and get more information.
Metrics to Measure website visitors
- Number of sessions, it’s a record of users’ interactions on your website – How many sessions are you getting from social networks?
- Page views – How many number of pages have been viewed by your visitors.
- Bounce rates – What’s percentage of people who left your website after viewing your landing page
Google Analytics can help to get all these insights, and determine quantity and quality of the traffic you’re getting from.
To access the report from social media, go to Acquisition> Social > Overview
- Generate New Leads
Lead generation is mostly used by businesses with long sale process such as SAAS enterprises to acquire potential clients who might buy their product and services.
According to Eyefortravel, booking window for hotels is 45 days on average, but tends to be quite longer if travel shopper might need to book as a full package by adding flights, airport transfer and tours as well.
You can acquire your leads through email newsletter by sharing travel tips and special offers in their inboxes. You can use this opportunity to connect with your travel shoppers who are looking for recommendations of best restaurants to eat and best things to do at your location.
Mailchimp and ConstantContact provide direct integration with Facebook, you can place sign up forms there to get email subscribers.
Potential Metrics to Measure Lead Generation
- Volume of Subscribers – How many subscribers are you getting from Facebook?
- Number of Downloads – How many people downloaded your city guide, brochure, restaurant menu. You can set events on Google Analytics to track every download.
- Form submissions – Form submissions such as Guest satisfaction survey forms.
- Landing page – Which page drive more visitors to read more information you shared.
- Bounce rate – How many visitors leave your landing page without taking any action.
- Sales – How many people responded to special offers, packages you promoted. All these data are available on Google Analytics from the goals you set.
- Review collections – This works better with a tool like Reviewfilter where your guest will receive email or SMS asking for feedback. If feedback is positive, guest will be redirected to TripAdvisor, Facebook to add their reviews and if is negative, feedback will be sent to hotel staff to resolve issues privately.
- Improve Guest Experience
Social media is increasingly used by companies to provide online customer support. This has helped them to minimize operating costs in managing calls and building impressive brand image.
Consumers turns to social networks for help, because they believe they will be heard easily and resolve their issues quickly. People will ask for more details and directions about your property or local city, be quick to respond in a professional manner.
Some guests will prefer to share honest feedback when they leave the property direct on your page be timeline or comments on the content you posted. Respond and resolve all guest issues raised on social media and also make sure you prevent repeat and persistent negative sentiments.
Measuring Guest Experience on Social Media
- Number of resolved issues versus number of unresolved issues.
- Average response time – Average time used to respond to guest issues.
- Overall Guest Satisfaction Score – On the scale of 1 terrible to 10 amazing, how well you are in improving guest satisfaction specifically on social media. This is from a business stand point, focus on the accurate view rather personal emotions of how happy your guest are.
- Net Promoter Score (NPS) – Use survey software to understand how ready your guest likely to recommend their friends or family with 1 being very unlikely, to 10 very likely. There free and paid tools such as io, Wootric and Trustfuelnps allows to track your NPS by placing links on every issue you’ve resolved with your guests.
- Increase Direct Revenue
Social should be one of your marketing mix to drive travel shoppers to your property website to book direct. You can do this by placing links on every post that you share organically or by creating promotional ads to influence prospective guest book direct.
How to track direct revenue
To be able to start tracking revenue, you must enable two things on your website.
- Hotel Booking Engine. This will help your travel shoppers check rates and availability in real-time and book instantly. If you haven’t enabled yet, you can check our booking engine on how will help your property. Just request free trial without any obligation. Every transaction will be tracked once you set up e-commerce tracking in the booking engine.
- Enabling conversion tracking tags for each social platform available such as Facebook Pixel, Twitter Conversion Pixel, Linkedin Insights and Pinterest Tag on your website or Tag Manager to track every transaction occured on your website. Revenue data will be available on ads manager of social media platform.
Performance Metrics to consider.
- Return on Ad Spend (ROAS) – Returns on advertising, calculated by ROAS minus ad spend.
- Conversions – Total revenue generated from social media.
- Contributed Social Conversions – Number of times social media channel assisted other channel in driving bookings.
- Last Interaction Social Conversions – Number of times social media played a part in driving bookings.
The metrics can be found on ads manager platform(s) and Google Analytics. However you can import channel cost analysis data to Google Analytics. To access social report on Google Analytics, go to Google Analytics>Acquisition>Social.
It’s quite easy to conclude that social media has nothing to do with your brand, especially if you haven’t clearly specified what exactly do you need from your channels. Social media is a powerful tool to build meaningful and relevant relationships with your guests and gain more sales. Dream Hotels and ICON Hotel & Lounge just made it right by running sucessful social media marketing campaigns to create remarkable stay experience and influence guest to book direct. Social media marketing should always be of your integrated marketing approach to increase build loyalty, drive direct bookings and improve overall guest experience.