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Similaire à The Minimalist Guide To LinkedIn For Hotels (20)
The Minimalist Guide To LinkedIn For Hotels
- 1. ©Are Morch - Hotel Blogger
1
LinkedIn For Hotels
Minimalist Guide
The Minimalist Guide
To For Hotels
By
Are Morch – Hotel Blogger
- 2. Table Of Content
Title Page
Background 3
Introduction 4
Establish Brand Presence 5
Strategic Networking 9
Company Page 11
Brand Profile 12
Groups 16
News 17
Thought Leaders 18
Lead Collection 19
Summary 20
Collaboration Grid 21
Contact Me 23
Network & Collaborate With Me 24
©Are Morch - Hotel Blogger
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LinkedIn For Hotels
Table Of Content
- 3. LinkedIn For Hotels
Background
LinkedIn - The Background
LinkedIn is the world's largest professional network with
200 million members in 200 countries and territories around
the globe.
LinkedIn’s network contain leaders from all five hundred
Fortune 500 companies.
Whether you want to reach influential business decision
makers or affluent consumers, your audience is on
LinkedIn. Professionals turn to this network for trusted
information and insights, creating a highly credible platform
for your marketing message.
With data-rich profiles, you have extraordinary targeting
options so your message connects with your precise
audience.
LinkedIn Company Pages is designed to attract your
professionals in your specific market segment.
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©Are Morch - Hotel Blogger
- 4. Why LinkedIn For Hotels
Building Brand Equity
Networking and collaborating with your customers and peers is the
new way to build brand equity for your Hotel. LinkedIn has several
reference points that makes this process easy and fun.
Professional Presence
Company Pages provides Hotels with the opportunity to showcase
a professional profile of your Hotel. This is a unique channel to
collaborate and network. And here can target specific professional
market segments. A key Ninja tip here is to encourage employees
to create their personal LinkedIn Profiles, and link their profiles back
to your Hotel.
Search Engine Optimization (SEO)
One of the real keys why Hotels should create a professional Hotel
LinkedIn Profile is due to this Social Networks high page rank.
Adding valuable keywords for your Hotel on your Hotel LinkedIn
Company Page, and LinkedIn Profiles will makes it easier to be
found through Search Engines like Google. Social Media
Optimization is one of the keys today for high Search Engine
Rankings.
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LinkedIn For Hotels
Introduction
©Are Morch - Hotel Blogger
- 5. Social CRM
Relationship Marketing is a key factors to make your Hotel
brand stand out on LinkedIn.
Start applying strategic Social Customer Relationship
Management tactics. Return Of Engagement (REO) is what
create retention through LinkedIn.
Collaboration
Crowd-sourcing open new doors to network and collaborate
with customer and peers via LinkedIn.
It all starts with giving high value reference points through
your LinkedIn Channels.
Empower your employees to take ownership of your Hotels
LinkedIn presence. The secret sauce to success with
LinkedIn is involvement.
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LinkedIn For Hotels
Establish Brand Presence
©Are Morch - Hotel Blogger
- 6. Lead Generation
Lead generation is created through collaboration and
networking in LinkedIn Groups. Identify LinkedIn Groups
where your market segments hang out.
According to a survey in 2010 by eMarketer 45% of
North American B2B companies utilizing LinkedIn in their
Social Media Marketing Mix had acquired customers
through LinkedIn. In 2012 a HubSpot study found that
LinkedIn is 277% more effective for lead generation then
Facebook and Twitter.
Call To Action
Hotels can utilize both Static and Dynamic call to actions.
LinkedIn Plugins allows you to take advantage of both
options in great ways. Hotels should provide the Social
Call To Action button at strategic reference points like
their Hotel website or blog.
One Ninja Tip here is to use a SlideShare presentation
for free downloads at your LinkedIn Company Page. This
is a great way to attract event planners.
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LinkedIn For Hotels
Establish Brand Presence
©Are Morch - Hotel Blogger
- 7. Reputation Management
Start out right with LinkedIn. Showcase your brand and
engage your target audience with your LinkedIn Hotel
Company Page.
The best way to improve follower engagement and
amplification is to experiment with different kinds of
content.
Page admins can see statistics (engagement rate,
impressions, “likes”, shares, and comments) below each
status update starting 24 hours after they post.
An important Key Performance Indicator (KPI) is a post’s
Engagement Rate—the ratio of clicks, “likes”, comments
and shares to total update impressions.
As you post updates, note which subjects and formats
seem to drive the highest amplification rate—the ratio of
“likes”, comments, and shares to total update
impressions. This helps you understand how often
members are sharing your content.
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LinkedIn For Hotels
Establish Brand Presence
©Are Morch - Hotel Blogger
- 8. Segmentation
LinkedIn’s Advanced Search is one the best tools to
identify prospect within your Hotels Market Segment.
Advanced Search allow you to identify detailed
information about people and their networks.
Innovation and creativity is key to identify prospects that
turns into customers.
Leverage for Success
Following strategic LinkedIn principles will over time lead
to success. The Carlton Hotel generated $186,550 in
new corporate and group business from their strategic
LinkedIn approach.
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LinkedIn For Hotels
Establish Brand Presence
©Are Morch - Hotel Blogger
- 9. Networking & Collaboration
The principles behind Networking & Collaboration
through LinkedIn is to initiate new professional
relationships and maintain existing relationships.
This is critical for controlling your business and
expanding your window of opportunity.
Networking is most effective when you build a foundation
involving your team members and customers.
LinkedIn Company Page
Utilize LinkedIn Company Pages to set up a portal for
your Hotel that allow you to leverage your customer
network to get out the words about your products and
services.
Add your products and services to show-case your Hotel.
You have full control of the content here.
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LinkedIn For Hotels
Strategic Networking
©Are Morch - Hotel Blogger
- 10. Ask your customers to visit your Hotels LinkedIn
Company Page to recommend your products and
services.
Your Hotel benefit form the this buzz when it get curated
and shared through yours customers LinkedIn Network.
Hotel LinkedIn Ambassadors
To identify Hotel LinkedIn Ambassadors your Hotel need
to participate and contribute on LinkedIn Groups.
One Ninja tip is connect your Hotel LinkedIn Profile with
Connected, Here you can track new LinkedIn
connections, and also keep track of prospects that is
engaging with your Hotel Brand. This is a great way to
identify your Hotels LinkedIn Ambassadors.
It can be beneficial to have one business account (paid)
for your Hotel. You can then send targeted messages to
Hotel prospects.
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LinkedIn For Hotels
Strategic Networking
©Are Morch - Hotel Blogger
- 11. Requirement for Company Page
You can add a new LinkedIn Hotel Company Page only if
you meet all of the following requirements:
• You're a current company employee and your
position is listed in the Experience section on your
profile
• You have a company email (e.g.
john@hotelname.com) added and confirmed on
your LinkedIn account
• Your company's email domain is unique to the
company. Note: A domain cannot be used more
than once to create a company page. Because
domains like gmail.com or yahoo.com or similar
generic email services are not unique to one
company, those domains cannot be used to create
a Company Page. You might consider creating a
group if your company doesn't have a unique email
domain
• Your profile strength must be listed
as Intermediate or All Star
• You must have several connections
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LinkedIn For Hotels
Company Page
©Are Morch - Hotel Blogger
- 12. LinkedIn Brand Profile
When you are read to set up your Hotel LinkedIn Brand
profile, make sure to set it up maximum Online Visibility.
Use your real name. Avoid using any aliases.
LinkedIn is a professional business Social Network, so make
sure you upload a professional picture.
Your headline should be branded to increase the value of
inbound marketing through LinkedIn.
Take a look at a sample LinkedIn Profile. This will give you an
idea of the various sections that available for your Hotel Brand
Profile.
One Ninja tip is to use Dynamic Summary. To do this you can
create a word processing template where you have 3-4
variations of your background. Rotate this background to
reach seasonal segments.
Add skills that is relevant to your Hotel and market segment.
Provide proper reference points in your profile to help
prospects identify how your Hotel can add extraordinary value
to their Hotel Experience.
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LinkedIn For Hotels
Brand Profile
©Are Morch - Hotel Blogger
- 13. Status Updates
Share regular status updates with your LinkedIn
Network both from your LinkedIn Brand Profile
and your LinkedIn Company Page.
Your most resent LinkedIn Profile update will show
up right below your Headline section. And updates
will also appear in everyone of your LinkedIn
Networks update section.
On your LinkedIn Company Page you can select
to feature your updates. Here you also get
valuable statistics that will help you improve your
LinkedIn Strategy.
You and your network can Like, Comment and
share your content to a larger Network.
Create a posting schedule to identify the time
frame that converts the best.
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LinkedIn For Hotels
Brand Profile
©Are Morch - Hotel Blogger
- 14. Visual Presentation
One of the most effective ways on LinkedIn to
turn prospects into hot lead is to utilize visual
presentation.
Start out providing effective tidbits on your LinkedIn
Hotel Profile. Here you provide video’s, images,
documents and presentations.
One Ninja tip here is to create a SlideShare account
for your various Hotel presentations.
At your Hotels LinkedIn Company Page you can add
video presentations to your Products and Services.
Be creative and innovative with your Visual
Presentation. Make them short and attractive
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LinkedIn For Hotels
Brand Profile
©Are Morch - Hotel Blogger
- 15. Communalities
LinkedIn provide your with some new unique
functionality when you are interested in learning more
about a potential member for your Hotel Network.
The Communality functions on LinkedIn identify how
you are connected. And then it provide you with
description of what skills & expertise your have in
common.
One Ninja tip with LinkedIn is to identify they
LinkedIn Groups you have in common. If you don’t
have any LinkedIn Groups in common then you are
required to request an introduction to this person. But
if you have 1 or more Groups in common this allow
you to skip this requirement, and then you can send
a direct request of connection.
When you send a connection request, use the
persons name, identify yourself, be clear of
connection purpose, and use info that you found on
the connections profile and in the communality
section.
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LinkedIn For Hotels
Brand Profile
©Are Morch - Hotel Blogger
- 16. Collaboration & Networking in LinkedIn Groups
With LinkedIn groups, you can construct thought
leadership, share business expertise, market your brand
and expand your network.
There are open groups, and also groups that require
approval from the administrators of the group.
Most groups on LinkedIn is created for collaboration.
Engage and provide value to the community. Do NOT
spam!! Make sure you familiarize yourself the LinkedIn
Group Rules. Following proper group etiquette is what will
turn prospects into leads.
Start target some of the more popular discussion in the
Groups your join. And take time to engage and provide
your insight.
Also start your own discussions to get more engagement
with your Hotel.
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LinkedIn For Hotels
Groups
©Are Morch - Hotel Blogger
Hotel Strategies
Hotel Marketing & Social Media Strategies
Hotel Social Media Collaboration
- 17. LinkedIn Today
LinkedIn Today is professional curating tool. You can
get news tailored for you.
To identify prospect you can customize your news to
follow industries and companies that add value to your
Hotel.
Another tip is to focus in on the top stories that is
trending in your network. And then leave your
comments on some of the most valuable stories.
On Ninja Tip here is to set the LinkedIn Today
Hospitality stories as your browser startup page. Then
every day when you open your browser, your get fresh
stories from your network
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LinkedIn For Hotels
News
©Are Morch - Hotel Blogger
- 18. Serve Your Network
Are your Hotel following thought leaders in the
Hospitality Industry? When they share content of value,
then it is important to provide thoughtful comments. If
the thought leader is connector in the Hospitality
Industry, then your comments has the potential to
viewed by a large Network.
You can also like and share their content with your
direct network.
One of the easiest way to provide add unique value is
through LinkedIn’s Inmail. LinkedIn guarantees a
response from InMails, and if you don’t receive one
within seven days you’ll receive a replacement credit.
You can either purchase Inmails, or you can upgrade
your account to LinkedIn Sales Navigator to reach
professional lead in your niche in the most effective
ways.
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LinkedIn For Hotels
Thought Leaders
©Are Morch - Hotel Blogger
- 19. LinkedIn Ads
Lead Collection is a feature in LinkedIn Ads that allows
advertisers to collect leads directly through their
LinkedIn ad campaigns. When this feature is enabled,
members who click on your ad will have an easy way to
request that you contact them.
People who click on your ad are taken to your landing
page with a button to request you to contact them.
Once Lead Collection is enabled for any campaign,
your Ads Dashboard will have a Leads tab. You can
click on this tab to see the leads your campaigns have
collected. You'll also have the ability to filter your leads
by time period, contact status and campaign name.
You get sent an email for every lead you receive. This is
where your follow up strategy comes in place.
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LinkedIn For Hotels
Lead Collection
©Are Morch - Hotel Blogger
- 20. The ROI of LinkedIn
Relationships means more today then they ever have
for Hotels and businesses in general.
Customers are today in control of the messages that
comes through their channels of choice. And there are
many tools available today that allows customer to filter
promo content and spams.
The new trend today is that customer are increasingly
interested to connect with Hotels that provide useful
information and engaging content. Customers are today
seeking new ways to create the ultimate Hotel
experience.
LinkedIn helps your Hotel get aligned with professional
business travelers. In the end you have the opportunity
to convert the prospect into a lead through Social
Action.
20
LinkedIn For Hotels
Summary
©Are Morch - Hotel Blogger
- 21. 21
LinkedIn For Hotels
Collaboration Grid
©Are Morch - Hotel Blogger
Little Impact
Require a lot of work
Difficult to do
Little Impact
Easy to do
High Impact
Require a lot of work
Difficult to do
High impact
Easy to do
Difficulty
Investment
Impact on Hotel
- 22. Collaboration Grid
From the Collaboration Grid you can see that we want
to move most of our LinkedIn efforts over on to the right
side.
To achieve this effect I follow a proven model for
establishing a relationship between employees,
customers and prospect. Several online studies shows
that LinkedIn’s conversion rate is higher then any other
Social Network.
Proven Model for LinkedIn Success
1. Establish your Hotels LinkedIn Presence
2. Attract Followers
3. Engage Followers
4. Amplify Through your Network
5. Analyze and Refine
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LinkedIn For Hotels
Collaboration Grid
©Are Morch - Hotel Blogger
- 23. Contact Me
Learn more through my Hotel Collaboration Program
how LinkedIn can prospects into customers.
Request a Free LinkedIn Collaboration Assessment.
Contact: Drop me a note
Gmail: aremorch@gmail.com
Email: hotelblogger@aremorch.com
Chat
Google+: Hangout
Skype: are.morch
23
LinkedIn For Hotels
Contact Me
©Are Morch - Hotel Blogger
- 24. Network & Collaborate With Me
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Strategist
Cheers..
Are Morch
Are Morch - Hotel Blogger
24
LinkedIn For Hotels
Network & Collaborate With Me
©Are Morch - Hotel Blogger