鼓励支持者和影响者以拥护您的在线酒店品牌（英文版）_40页-1mb

Summary of "Driving Brand Advocacy at Your Hotel"

Core Content

This document provides a comprehensive guide on how hotels can leverage advocates and influencers to enhance their digital marketing efforts. It emphasizes the importance of earned content, which is user-generated and highly trusted by consumers, in contrast to paid content (advertising) and owned content (brand-controlled content). The guide outlines strategies for identifying, qualifying, and mobilizing both advocates and influencers, and includes expert advice from Adele Gutman, vice president of sales, marketing and revenue at Library Hotel Collection.

Main Points

1. The Power of Earned Content

• Earned content is created by users and includes reviews, media coverage, and social media engagement.
• It is more trusted than paid or owned content because it comes from consumers rather than marketers.
• Earned content can significantly increase reach, create demand, and drive revenue through social proof.

2. Difference Between Advocates and Influencers

• Advocates are loyal, long-term supporters who promote the hotel organically. They are typically unpaid and motivated by personal connection.
• Influencers have a large audience and can influence many people, but their relationship with the brand is often transactional and short-term. They may be paid or incentivized.
• While it's not always easy to categorize individuals, the ideal is to have advocates who also act as influencers to maximize reach and impact.

3. How to Identify and Mobilize Advocates

• Advocates are often your guests, employees, and industry partners.
• They can be found in your PMS, CRM, and social media followings.
• Encourage them to write reviews, share content, or post their experiences on social media.
• Use paid tools like Facebook Custom Audience and Twitter Tailored Audiences to reach them with targeted ads.

4. How to Identify and Qualify Influencers

• Influencers can be bloggers, photographers, social media personalities, celebrities, or journalists.
• Look at audience size, engagement rate, and content quality to qualify influencers.
• Use tools like Alexa, Google Analytics, Klout, and Klear to assess their reach and influence.

5. Types of Influencer Campaigns

• Influencer outreach: Invite influencers to stay at the hotel in exchange for content creation.
• Fam trips: Provide complimentary stays to influencers to introduce them to the hotel.
• Contests: Encourage social media users to post content by making it a condition for participation.
• Twitter chats: Engage in travel-related conversations to attract influencer attention.
• Hashtag strategy: Use popular travel hashtags to increase visibility.
• Incentives: Offer cash or rewards to influencers for promotion.

6. Managing Influencer Campaigns

• Provide parameters for content but allow creative freedom to maintain authenticity.
• Ensure disclosure of the relationship with the hotel, such as using hashtags like #spon or #ad.
• Follow up with influencers to ensure delivery of content and to share updates.
• Use analytics tools like Google Analytics and social media insights to measure campaign performance and engagement.

7. Expert Tips from Adele Gutman

• Gutman emphasizes the importance of service and personal connection in building advocacy.
• She recommends engaging influencers personally and building long-term relationships.
• Buzz&Go is a key platform used by Library Hotel Collection to connect with and track influencers.
• The company focuses on organic growth and guest experience, rather than paid advertising.
• They personalize engagement and ask for permission to use photos or content created by influencers.

Key Information

• Advocates are loyal guests who share positive experiences.
• Influencers are those with large followings and can influence consumer behavior.
• Earned content is the most effective and trusted form of content for marketing.
• Digital marketing should integrate all three types of content: paid, owned, and earned.
• Tools such as Facebook Custom Audience, Twitter Tailored Audiences, Alexa, Google Analytics, Klout, and Klear are recommended for finding and qualifying influencers.
• Adele Gutman highlights the importance of empowering staff, personal engagement, and focusing on exceptional guest experiences to drive advocacy.

Conclusion

The guide concludes that by effectively managing advocates and influencers, hotels can enhance their brand reputation, online presence, and revenue generation. It encourages a strategic approach to digital marketing that values authenticity, engagement, and content quality. Through personalized interactions, incentive-based campaigns, and data-driven decisions, hotels can build a loyal and influential online community.