Guide To The Assignment

Understanding the Importance of Social Media in Hospitality

The 7 More London Riverside is the most significant building under More London Masterplan. The building has been dispelling some myths in real estate world. It was stated that occupiers were not interested in sustainable buildings or to say in other words the “circle of blame”.   Its objective is to provide a latest ten-storey sustainable headquarters for the ProcewaterhouseCoopers LLP. 

The usage of social internet outlets has spread widely. It has allowed businesses to engage with clients efficiently. Besides, with the phenomenal growth in adopting tablets and smartphones, mobile phones have become similarly critical for hospitality. Travellers are moving fast in this digital age. Thus it has been crucial for hotels to engage their travellers or guests on social media and mobile phones and add value to their experiences.

For evaluating developments in social media and mobile technology under the light of hospitality business, 7 More London Riverside is chosen in this study. Their present social media strategy is evaluated along with support from prior literature reviews. As social media strategy is developed for this organization.

Social media is a powerful tool in the market arsenal. As it is chosen properly, one can develop an effective personal connection with prospective customers. Besides, marketers have made mistake to dive into social media in the absence of any clear plan. Hence, Zeng and Gerritsen (2014) analyze that at best, this has been wastage of time and at work case scenario it leads to PR disaster. To retrieve benefit from social media one requires creating a clear strategy considering what they have been trying to gain, which the customers have been and what their competitors are doing. Along with everything needed to keep business up and running, finding time for social media marketing has been a challenge. Every business is aware what is needed to be done. However, trying to seek time to fit that strategy to their already packed schedule has been feeling the uphill battle as marked by Leung, Bai and Stahura (2015). There have been various social media strategies adopted by 7 More London Riverside that are discussed hereafter.

For 7 More London Riverside, Premier was approached for providing a temporary building while the construction phase was going on. This has been to cater 500 operatives and about eighty staffs. This in itself has been sounding a straightforward project relatively. As they found out what has been working best for their brand and pushing audience buttons, social media marketing has been a highly costly tool to create brand awareness. This has helped in developing a loyal customer base and rise in profits. Hence it has been worth doing well and helped in formulating an effective strategy. 7 More London Riverside has done an excellent job to tap into their cultural heritage and provide a social experience. Under a mutually beneficially exchange, their brand defined this community and community defined their brand.

Evaluating Social Media Strategy for 7 More London Riverside

Along with every platforms and tool emerging steadily, it has been much easy to fall into the trap to think about social media. This has been a tactical prism apart from a strategic one. Dijkmans,  Kerkhof and Beukeboom (2015) mention that most effective social media strategy plans have been tools-agnostic. Hence, 7 More London Riverside has set forth metrics and objectives superseding any specific social venue.

Understanding goals:

Similar to any journey, the first step for 7 More London Riverside has been to develop a social-media marketing strategy. According to Kim, Lim and Brymer (2015), it has helped them to understand where they need to go. Further, it enabled them to understand the purpose of social media marketing efforts. Their brand awareness got enhanced due to this effort along with a rise in sales and website traffic. Further, it is useful to raise retention and customer loyalty.

Creating measurable objectives:

7 More London Riverside has focused on S.M.A.R.T. strategy to set goals. This has helped them to assure objectives that are time-based, relevant attainable, measurable and specific. After the objectives are set, the company assured that they are measured. Proper tools and found in tracking and analyzing everything. This has helped them to quantify their progress. This has also helped to spot problems earlier and adjust their course as needed.

Moreover, Minazzi (2015) mentions that 7 More London Riverside has created buyer personas using psychographics and demographics of prospects and customers creating various buyer personas. It has helped to create posts and determine social media sites that might be used. They have created distinct strategies for every channel. They have adapted their approach accordingly and maintained the same personality and voice around every channel. For example, Hudson et al. (2015) point out that LinkedIn is more efficient to generate leads than other sites. Their content helps audiences to gain personal goals. Again in the case of Facebook hash-tags have to lead to higher visibility for 7 More London Riverside. Besides, Google+ has helped to create communities with Google+ circles. Separating followers to a group has enabled to better target content for various users as per as criteria like occupation, stage in sales funds and interests.

Charactering customers:

Kim et al. (2015) stated that successful social media strategy is to target proper people with proper messages. For doing that 7 More London Riverside has tried to understand their audiences. They have created buyer persona and developed an in-depth profile ideal for their customer.

Creating Measurable Objectives

Looking at the competition:

To research against competitors 7 More London Riverside started by picking some top ones. They estimated what social networks they have been active on and studied their content. The cultural references used were determined and their views about products were analyzed.

Developing messages:

As 7 More London Riverside got control over their ideal customers and competition, they started creating messages. It has not been the detailed content (Bdp.com, 2018). However, the organization understood that there is nothing wrong with adopting some successful messaging of competitors. They also tried to develop original messages setting them apart. This has helped to create a distinct brand voice.

Building a content plan:

Lastly, they required creating a strong content plan delivering engaging material. Their content required to align with their overall messaging. Further, they have been appropriate for the channels they have been using.  Gu and Ye (2014) explain that it has been more than only product information. 7 More London Riverside has thought about how they have been delivering real value to their audience. They have not just stuck to one kind of media including a mix of videos, guides, info-graphics and other styles. It has helped to engage their potential customers more smartly.

However, there are some disadvantages of social media marketing also. Kirá?ová and Pavlí?eka (2015) point out that the main problem is the time. Marketing through social media is incredibly time-consuming from a marketing perspective. It is not a one-shot affair. Hence it needs to be nurtured over time. Secondly, Effing and Spil (2016) remind that direct advertising over social media never works. For instance, for 7 More, blatant advertising over social press alienate their various intended clients or even get them out of their specific social community that is tried to infiltrate. For using this marketing smartly, 7 More need to be seen as a member of social media community wishing to interact with other members (Teamlondonbridge.co.uk, 2018).

The next challenge is the risk. Provide with the community nature of current social media, 7 More must be aware of risks. Ladkin and Buhalis (2016) explain that negative posting from competitor irrespective of truth or falsehood, ex-employee and customers seriously damages the reputation of businesses. As any hacker trespasses to control social network account, the outcomes are catastrophic. Further, as shown by Al-Badi, Tarhini and Al-Sawaei (2017) harmless posting turns public relations to disaster.

The primary findings from the evaluation of the above case study are illustrated in Appendix 1. To develop an editorial calendar, businesses must plan the publishing of content down to fine details. This is to receive the best out of social media strategy through interactions with an audience have been spontaneous (Kilgour, Sasser and Larke 2015). The content must be shared into three parts approximately. First, a section should promote business, share ideas from industry and focus on personal interaction developing a brand image. Profiles must be set up enabling to meet objectives like by focusing on SEO, filling all the boxes with optimized information and cross-promoting other accounts (Floreddu,  Cabiddu and Evaristo 2014).

Characterizing Customers

Regarding looking at the competition, variables must be isolated. This indicates testing of one thing at a time. For knowing what has been making sense in those results, this has been very often best to test a single thing at a time. Moreover, proper data should be fetched and compared continuously (Mills and Plangger 2015). As per as choice of appropriate channel is concerned, every social-media has not been similar. Proper ones are to be chosen keeping the services or products to be sold in mind. Here, for instance, LinkedIn has been an excellent platform for targeting business-to-business sales (Inversini and Masiero 2014). Few of those channels have turned evident as one look at the competitors. However, it must also be seen that the relevant channels are not overlooked.     Moreover, business should never think of content as anything that is posted once. One requires possessing an ongoing existence on social media. This includes much delivery of fresh content regularly.

As understood from building a content plan link must be combined. It includes tagging with advanced segments for analyzing social behaviour. Sheer quantity and differences between different social networks have made that impossible to treat social media as a separate identity. Since social media is not sophisticated enough on its own, as marketing enters the equation, it forces to analyze and predict the behavior of particular social platform (Öz 2015). The behaviour implies how they must response once they make that on their site or make interaction with their product. In reality prediction of how users from any particular platform interact with content has been almost impossible till one has any data to work with. There has been a relatively free and straightforward technique that allows pointing from what network the traffic has been coming from. This includes starting to analyze and measure how that distinct traffic behaves. In this tactic, two separate tools can be used. At the first vase, Google URL Builder is helpful. It is a great and free one permitting to assign different identifying information to any link to their website to view Google Analytics (Song and Yoo 2016).

Business can consider that same exact link and incorporate unique UTM parameters to that. Then it must be seen how various people are responding by whether they have been coming from AdWords. Twitter, Facebook or others (Alves, Fernandes and Raposo 2016). Further, it is better than Google Analytics add the data automatically to reporting for seeing what source converts the most. This provides the most engaged visitors and others.

Looking at the Competition

To run consistent A/B tests, Google’s content experiments must be sued. A/B test is one of the most expensive tools under a social media marketer’s arsenal. This permits to isolate particular variables to reliably and quickly pinpoint what has been working (Aluri, Slevitch and Larzelere 2015).

Insights on Facebook must be leveraged to find the optimal posting volume. It is one of the robust analytics tools apart from Google Analytics. Besides allowing a high degree of information about promoted posts, Facebook’s ad revealed a lot about all the piece of content shared. Further, Facebook’s conversion pixel regarding cross-driven tracking can be used (Chung and Koo 2015). It is known that no image of social media marketing is completed without considering mobile technology. Most of the social media activities have been happening through a mobile device. However, the issue is that any causal mobile use is less likely to directly lead to conversions at the centre of marketer’s focus. Although mobile social ads have been driving various outcomes from users that the advertisements of desktop Facebook, they might budge users to buy in long-run. This kind of multi-check attribution modelling is a thorn from the side of social media marketers. This has made the activity to monetise mobile very trickily (Aluri, Slevitch and Larzelere 2015).

The above literature reviews and case study findings have truly shown that social media marketing has encompassed every kind of communications decisively like verbal, nonverbal visual and written. Since, the digital marketers have been facing a barrage of a trend to research very frequently, to deploy around an ever-developing list of channels and platforms, a few have been sticking and most have been fading as fast they have appeared (Xiang, Magnini and Fesenmaier 2015). While adopting any latest trend in hospitality, 7 More London Riverside must consider a solid strategy that should span the path to purchase and use every four communication kinds to do so.

Discussion on written communication over social media:

This type of technology never seems to disappear from the market. Since content is regarded as a king, blogs stay at the top of hierarchy of digital marketing. It is useful and straightforward while utilizing the proper SEO strategy and cross-channel support. This written type of communication is an efficient way to drive the latest traffic to a site and keep the current fan bases checking for more. It is worth mentioning that more indexed pages are incorporated on websites and SEO value get rises (Kim, Li and Brymer 2016). Further, written communication permits in better illustrating band pillars through being incredibly detailed and descriptive. All these must be written to a branded blog page. Next, the written content must be repurposed across the rest of marketing funnel in that month. Thus 7 More London Riverside must let the blogs published by brands feeding social media content calendars viewed from the top (Yoo and Gretzel 2016).

Developing Messages

However, the company must be aware that there are various ways to describe hotel rooms. 7 More London Riverside must be kept in mind that the guests are turning to be more advertising aware and digital savvy. They would never like to use dictionary or thesaurus for deciphering amenities that are needed. Being detailed and descriptive in a blog is an outstanding thing (Law et al. 2015). However, one should keep that easy and simple to read must cut down inquiries of guest services down the line.

For an extended period in the marketing of hospitality, social media has just meant to be social with followers and fans via written comments, communication, event listening, reviews and photo descriptions. However, from the past year, social media has been indicating face-to-face and real time communication. Besides, Snapchat, Instagram, Facebook and Twitter have unveiled live-streaming capabilities of videos (Kaplan and Haenlein 2014). This indicates that social media management team of 7 More London Riverside requires brushing up on their various public speaking along with interviewing skills for moving the needle for their brand in the current year. For example, hosting a live-streaming cooking class with F&B team and answering FAQ’s through interview or video are just some of the ways to get started.

Moreover, maximizing efforts of digital marketing efforts for being compatible with voice search, is another move for upping 7 More London Riverside’s strategies of verbal communication. For example, with the rise of Siri, Alexa and Cortana the methods to verbalise and writing has changed a lot in 2017. This is to coincide with how guests have been voice searching rising the search ranks (Al-Badi, Tarhini and Al-Sawaei 2017).

Discussion on non-verbal communication over social media:

 It is seen that Emojis have been turning out to be the quickest growing language of all time. Replacement of written communication with symbols and Emojis proved to be very useful in this current era of scroll-happy society. The markers, on the other hand have lesser than a split-second to pick attention or make communication with a message directly (Kilgour, Sasser and Larke 2015). Thus luckily enough for 7 More London Riverside, current Emojis has been spanning their business quite well. Irrespective of focus of particular social media posts like beach or mountain themed, beverage and food, hotel room and travel types there have always been Emoji for that.

Since 7 More London Riverside is ahead of their curve, they have been working with their developer and graphic design team to develop their own branded Emojis. Those are published in their app and website over print collateral and social media marketing. 7 More London Riverside has witnessed that social media users have always been a lookout for their next biggest thing (Promat.co.uk, 2018). Hence deployment of their own set of various Emojis for the guests is a smart way to encourage sharing. This, in turn, adds more traffic to social media brand channels and websites. In other sense, non-verbal communication over social media marketing has been simply indicating the activity of listening (Inversini and Masiero 2014). As social media is social, it is at the same time a vital part of their relationship. This is to take back various actionable items and real time feedback from guests for management teams. Identification of negative and positive sentiments, keywords and recurring the themes in conversations and reviews through channels and allow for real time change in the market. It has been growing more and more competitive continually.

Building a Content Plan

Discussion on visual communication over social media:

Visual contents have always dominated the sphere of social media since last year. Every communication types include deliverable where visual content is largely recommended and possible. This has been the assimilation of nonverbal and visual communication. It has been the most efficient way for 7 More London Riverside’s social media marketing (Floreddu,  Cabiddu and Evaristo 2014). However, their content team has been seeking, curating and posting video and photo content that could stand alone and still convey messages 7 More has needed. The organisation has experienced that visual art of storytelling and marketing has never been expensive. For example, a current iPhone series could be diced and spliced to a quick 15 seconds Instagram-ready video clip. It has been showcasing an easy check-in-procedure or any time-lapse trip from the room to a restaurant outside.

Crafting any social media strategy always helps in achieving goals which are a real challenge. There have been various goals 7 More London Riverside must focus on. They are signups, traffic and engagement and brand awareness. Moreover, there are issues to figure out how to assure social media goals that are aligned with overall company aims.

In the following discussion, a framework is shared to assure that efforts of social media marketing is marching towards proper direction and possessing the highest efficiency for the current year.

Step 1: Setting up social media goals aligning with overall company aims:

As 7 More London Riverside needs efforts of social media marketing, it is highly crucial that they get aligned with overall organisational values and aims. It must be reminded that without technology, strategy finance it is the teamwork that stays as the maximum competitive advantage of the company (Inversini and Masiero 2014). As 7 More get every people of their organisation in the similar direction, they can analyse any market, industry against any time and competition.

7 More London Riverside is to:

• Expand new market segment
• Shipping new primary product features
• Improving NPS score along with SMB customers

For helping 7 More London Riverside to expand to a new market segment, they must some strategies can be followed.

• Create and discover a relationship with influencers who can amplify message under new targeted markets.
• Partnering with brands and influencers for leveraging and growing their audience under latest target market.
• Building and discovering relationships with influencers amplifying their message within.
• Creating and promoting branded content top-up-the-funnel growth at today’s competitive market in London.

Hence, for supporting 7 More’s initiative to ship essential new product features, they might undertake the following processes.

• Running social media campaigns for promoting product launches.
• Raising awareness and driving engagement with their new features.

  Now is any scenario arises that 7 More does not have those top goals directly affecting social media, the case is analyzed hereafter. In the absence of any clear company goal, for connecting to social media, they must be related to the market aims (Floreddu, Cabiddu and Evaristo 2014). For instance some of the ideas for social media metrics and goals, 7 More must focus on, that could likely get aligned with their marketing efforts is assessed in the following table.

Raise brand awareness	As followers count for social profiles, enough social media posts, shares, retweets and shares must be reached.
Driving traffic to a website	This indicates the share of entire traffic, clicks on social media posts, referral traffic from the social media and bounce rate of social media traffic (Kilgour, Sasser and Larke 2015).
Generating new leads	Downloads of gated content, a conversion rate of points from the social media, clicks on lead-gen posts and latest leads gathered from social media are involved here.
Grow revenue	It consists of income from social ads, sales revenue and signups.
Boosting brand engagement	This denotes replies, mentions, comments per post, shares and likes.
Building community across the business	It comprises of some tweets and participants for every participant for Twitter chats, likes, comments, posts for 7 More’s Facebook groups and daily active users for the Slack communities (Floreddu, Cabiddu and Evaristo 2014).
Rising mentions in the press	It involves influencers speaking about content, amount of people reaching to ask about quests about an industry and potential mentions, shares and reaches.
Researching and learning about customers	It denotes studying the suggestions or feedback, content and product improvement made from those suggestions and number of conversions with customers over social media (Öz 2015).

Disadvantages of Social Media Marketing

Step 2: Breaking goals to particular tactics:

After 7 More has transformed company goals to social media goals, the following step is mapping put specific activities they require to accomplish the aims they have set. Some of the processes they can approach that potentially are as follows.

• Creating a long list of influencers in target niche who could be open to sponsored posts.
• Directly messaging every one of them to see 7 More has been interested in making a partnership with them.
• Setting up a sponsored post with a single influencer or brand per month.

In this way, it can be seen how social media has been influencing the entire aims of 7 More.

Step 3: Prioritizing plan:

All marketing teams, irrespective of their size, comprises of finite resources. Hence it is essential for 7 More to prioritize their tactics and develop a plan regarding social media marketing from that. To choose what is needed to prioritize the following methods are useful (Song and Yoo 2016).

• Evaluating the amount of value 7 More expect each tactic must bring to a business.
• Comparing how must effort every tactic would likely need and how complicated it has been to implement.
• Prioritizing highest value tactics needed for least complexity or effort.  

It must be reminded that there has been no particular method of predicting how much effort and time would be exactly needed and how much value they must bring to 7 More’s business (Chung and Koo 2015).  

To evaluate complexity with values, graph from Appendix 3 can be considered. The tactics that fall under Section1 of that model devoting high amount and low complexity must be 7 More’s top priority to be tackled at first.

In the complexity versus value model, one must evaluate all the opportunities by business value and relative complexity in implementation. The matrix has been simple. Initiatives have the lowest effort and highest values are the low-ranging fruits.

Step 4: Assigning tasks and setting ETAs:

Once one has prioritized particular tactics planned by7 More, using to accomplish social media goals, the following action must be to incorporate elements of every tactic (Kim, Li and Brymer 2016).

Assigning people	This denotes who should work on and be liable for every one of them.
Setting ETA	At what time 7 More must like every one of them to get completed.

Step 5: Adopting and analyzing plans as one might go:

Lastly, it is very crucial to adapt and make adjustments as their plan is set towards tactics and goals as 7 More progress. This plan can be considered as a road trip. 7 More must begin by pointing themselves in the proper direction. Then must choose that path they must be going for getting there. Further, they should check in on a regular basis to assure that they are on the right track and have fun along that way (Yoo and Gretzel 2016).

Conclusion: 

While setting social media goals, 7 More London Riverside have been aligning with other big organization goals. This is because all the people rowing in the similar direction can take large benefits for them. The current era comprises of over 70% internet users who are active over social networks. They have been spending a minimum of one hour per day on social networks on an average. Thus looking at the scenario and the above report, it can be concluded that social networks have turned out to be a kind of reality. Here people can interact, communicate and last but not the least possesses trust on each other. Moreover, above 60 % of those users have been accessing social networks through mobile phones. Thus strongly indicates that the percentage would only rise shortly. Under this scenario, social networks are considered to be a new dimension of reality turned out to be an essential component of sun business like 7 More London Riverside. Findings from the above study support the fact that 7 More London Riverside has acquired lots of advantages using social networks. That is the reason why the implementation of those is a part of an effective practice of business. The marketing over social media is never regarded to be on any probation. Instead, it is regarded as a crucial part of the current business world. 7 More London Riverside has been hunting down various clients. This approach is seen to be less intrusive than the conventional techniques popular in the market. As with 7 More, thoughtful and organized approach towards social media and marketing has no difference. The findings from the above case study discussed shows that good social media strategy is indicated difference between engaging their audience and incorporating to the noise very simply. 7 More has been employing social media tactics for making a connection and engaging potential and current clients. This is done through providing intriguing content through spreading the word regarding services and products. Since more people have been depending on recommendations from family and friends for making purchasing decisions, this has been the best interest of all small businesses to maintain and develop an engaging and vibrant presence at social media.

Conclusion

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