鼓励支持者和影响者以拥护您的在线酒店品牌（英文版）_38页_1mb

Driving Brand Advocacy at Your Hotel Summary

Core Content

This guide provides hotel marketers with strategies and tools to identify, mobilize, and encourage advocates and influencers to amplify their brand's digital presence and achieve marketing objectives. It emphasizes the value of earned content, which is user-generated and considered more influential and trustworthy than paid or owned content. The guide also outlines the differences between advocates and influencers, and offers practical steps for engaging with both groups effectively.

Main Objectives of Brand Advocacy

1. Increase Reach: Use advocates and influencers to spread the word about the hotel, reaching a broader audience.
2. Create Demand: Build brand reputation and interest through authentic endorsements and positive experiences.
3. Drive Revenue: Leverage social proof from advocates and influencers to convert potential guests into actual bookings.

Key Differences Between Advocates and Influencers

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 in exchange for exposure.
• Mixers and Meet-ups: Host events to engage influencers and encourage real-time sharing.
• Contests: Encourage sharing by offering incentives for participation.
• Influencer Engagement: Follow, like, comment, and retweet influencers to build rapport.
• Twitter Chats: Participate in travel-related discussions to connect with influencers.
• Hashtag Usage: Utilize relevant hashtags to increase visibility and engagement.

How to Identify and Qualify Influencers

• Audience Size: Look for influencers with a large and engaged following.
• Engagement Rate: Analyze likes, shares, and comments to gauge real influence.
• Traffic and Demographics: Use tools like Google Analytics to understand the influencer's audience.
• Content Quality: Assess the influencer's past content to ensure relevance and authenticity.
• Tools for Qualification:
  • Alexa: Provides website traffic and popularity data.
  • Google Analytics: Offers detailed insights into website performance.
  • Social Media Analytics: Evaluates engagement on platforms like Facebook, Twitter, and Instagram.
  • Klout: Measures social influence with a score out of 100.
  • Klear: Helps search and analyze influencers based on category, location, and other criteria.

Expert Tips from Adele Gutman

Adele Gutman, VP of Sales, Marketing & Revenue at Library Hotel Collection, shares key strategies for fostering advocacy and working with influencers:

• Delight Guests at Every Touchpoint: Ensure every interaction with guests is positive and memorable.
• Focus on Organic Growth: Avoid shortcuts and build long-term brand loyalty.
• Hire for Potential: Select staff who embody the brand's values and can deliver exceptional service.
• Engage with Influencers Personally: Build relationships by interacting with them on social media as an individual.
• Maintain Authenticity: Keep social media management in-house to ensure genuine engagement.
• Seek Permission: Always ask for rights to use photos or content created by guests or influencers.
• Follow Up: Maintain contact with influencers to share special offers and updates.

Using ReviewPro to Unlock Advocacy

ReviewPro is highlighted as a tool for tracking and managing guest reviews and influencer content. It helps hotels monitor their online reputation, identify advocates, and measure the impact of their marketing efforts.

Summary of Key Actions

• Turn Fans into Advocates: Encourage guests to write reviews, share content, and engage on social media.
• Use Paid Tools: Leverage Facebook Custom Audience and Twitter Tailored Audiences to find and mobilize advocates.
• Track Performance: Use Google Analytics and social media analytics to measure reach, engagement, and conversions.
• Empower Staff: Train and empower employees to deliver exceptional guest experiences that inspire advocacy.

Conclusion

Brand advocacy and influencer marketing are essential for hotels to enhance their online presence, build trust, and drive bookings. By focusing on earned content, nurturing long-term relationships with advocates, and strategically engaging with influencers, hotels can create a powerful and sustainable digital marketing strategy. Tools like ReviewPro, Alexa, and Klear provide valuable support in identifying and managing these relationships.