Social Media Marketing for sustainable tourism

development
Manoj KUMAR
June 2011

Vatel International Business School, Nimes, France

Abstract
The world of communication is fast changing today. The modes of communication are changed
by the advent of internet based social networking websites. The social networking websites are
shrinking the contact time and contact base. Most people, companies and entities can reach a
worldwide audience at phenomenally lower costs. The strength of this new channel lies in the ease
of use, availability to consumers and most importantly the effectivity of the communication. The
results can be seen in real time and constant stream of analytical tools are available to better market
yourself or products.
It has been noted that the implications of social media for the hospitality industry is immense.
But at the same it also has been noted that there is void of real and creative strategy to effectively
use this medium. Most large organizations outsource the working and operations to PR agencies.
Smaller organizations meagrely shadow the strategies of larger organizations. There are few game
changers which are able to benefit from its social media efforts tremendously.
Sustainable tourism development will gain popularity and strength by increased consumer
awareness. For e.g. Nike changed because of the constant glare of the public. Companies and local
economies and population will tremendously benefit from increased awareness. A raised awareness
will translate into profits for partner companies and development of local population. With an alternative source of income the environment is pardoned. Thus I felt an effort must be made to give
competitive edge to sustainable tourism development projects.
This dissertations objectives are To understand consumer point of view and Create an internet
based marketing plan Aiming at Increasing consumer awareness and recognition worldwide, Create a consumer facing entity which is loved by people Thus making it profitable for companies to
behave responsibly and to Build loyal communities which will support efforts in difficult times and
Lastly increase sales

Contact details
Business school Name
School website
Original work by
Website
Email
Skype
Twitter
LinkedIn
Online Resume

- Vatel International Business School, Nimes, France,

- www.vatel.com
- Manoj KUMAR
- http://digitalhospitality.info
- manojkumar297@gmail.com
- manojkumar297
- @digitalhotels, http://twitter.com/digitalhotels
- http://fr.linkedin.com/in/manojk2007
- http://digitalhospitality.info/online-resume-cv/
i

Acknowledgements
I would like to thank the Vatel Group and specifically Mr Parag Joshi, Internet marketing manager,
for all his assistance in better understanding the essence of social media and digital marketing. I
would also like to thank Madam Ferhat Partouche for her assistance and guidance on this project.
Lastly I would like to thank Vatel international school, Nimes, France for giving me this opportunity.
I would also like to extend my gratitude to all the participants to my online survey who took out
time to give their valuable feedback making this project a success.

ii

Table of Contents
Abstract .................................................................................................................................. i
Acknowledgements ............................................................................................................... ii
1 Introduction...................................................................................................................... 1
2 Why social Media? .......................................................................................................... 2
2.1 What is social media? .............................................................................................. 2
2.2 Types of social media platforms............................................................................... 2
2.2.1 Social media websites most widely used ............................................................ 3
2.3 State of art (current situation) Social media usage worldwide................................. 4
2.3.1 Social media statistics - worldwide..................................................................... 4
2.4 Activity on various social media platforms.............................................................. 5
3 Vacation frequency and spending patterns ....................................................................... 6
3.1 Vacation Patterns ...................................................................................................... 6
3.2 Vacation spending pattern ........................................................................................ 6
4 Vacation Booking Patterns ............................................................................................... 8
4.1 Mode of vacation/holiday booking .......................................................................... 8
4.2 Vacation decision preference.................................................................................... 9
5 Vacation Decision Making influencers .......................................................................... 10
5.1 Destination discovery ............................................................................................. 10
5.2 Social media as an influencer ................................................................................. 10
6 Sustainable Tourism awareness and Decision Making .................................................. 11
6.1 Sustainable tourism Awareness .............................................................................. 11
6.2 Sustainable tourism decision making ..................................................................... 12
7 Research Conclusions .................................................................................................... 13
7.1 Social Media Communication Hexagon (SMC Hexagon) ..................................... 13
7.1.1 Understanding the Social Media Communication Hexagon ............................. 13
7.1.2 Definition of terms in social media communication hexagon .......................... 13
7.1.3 Using the social media hexagon - ..................................................................... 14
7.1.4 Social Media Communication Hexagon ........................................................... 16
8 Digital marketing plan ................................................................................................... 17
8.1 Broad marketing plan ............................................................................................. 17
8.1.1 Digital Marketing vision ................................................................................... 17
8.1.2 Goals ................................................................................................................. 17
8.1.3 Ideal Online follower ........................................................................................ 17
8.1.4 Digital Market Description ............................................................................... 17
8.1.5 Remarkable Difference ..................................................................................... 18
8.1.6 Differentiators ................................................................................................... 18

iii

8.1.7 Core digital Strategy ......................................................................................... 18

8.1.8 Core Online Elements ....................................................................................... 18
8.1.9 Marketing Materials .......................................................................................... 18
8.1.10Web Plan Refer Fig 6.a ..................................................................................... 19
9 Recommendations.......................................................................................................... 20
9.1 Developing a Social Media Strategy ...................................................................... 20
9.1.1 Social Media for beginners ............................................................................... 20
9.1.2 Next Steps ......................................................................................................... 20
9.1.3 What to post? .................................................................................................... 21
9.1.4 Tracking Returns ............................................................................................... 21
9.2 Social Media Officer ........................................................................................... 22
9.2.1 Duties and Responsibilities ............................................................................... 22
9.2.2 Skills and Specifications ................................................................................... 23
9.2.3 Education and Qualifications ............................................................................ 23
10 Conclusion ..................................................................................................................... 24
10.1 Summary ................................................................................................................ 24
10.2 Evaluation .............................................................................................................. 24
10.3 Future Work ........................................................................................................... 24
References ........................................................................................................................... 25
Appendix 1 .......................................................................................................................... 26

iv

1 Introduction
I am Manoj KUMAR and I am a final year master degree student at Vatel International business
school. I have 6 years experience in the Hotel and Tourism industry. I have also worked as a hospitality consultant.
Due to deep interest my major for the masters degree is marketing and for the same I completed
a 6 month internship in the internet marketing department of Vatel group. Vatel groups major SBUs
are Vatel hotel schools, Vatel Hotel and Vatel Gourmet. During this said period I worked exclusively
to understand the working of social media, digital marketing plan creation, utilization of online tools
to improve visibility, achieve competitor intelligence, awareness improvement and successfully planning and running online campaigns.
During the said period I observed and analysed the online activities of many hotel and hospitality
organizations. During my research I realised what each company is doing to improve and increase its
online reach. But through a cross market analysis I also realised that the hospitality industry was
committing far less of its resources in the online marketing arena. The ideas and plans were fairly
basic and were far from creating any real benefits.
But there was also a changing trend that I noticed. The industry giants are slowly adapting their
online offering and incorporating social media in every part of their outward communication.
For me the most unique and interesting set of hospitality organizations are the sustainable development organizations. They were comparably smaller in size and were the least active in the social
media segment. Somehow they still remain obscured from the glare of the majority of the human population. At the same time they are the most spectacular entities with the most enriching vision and
mission which truly have objectives which go far beyond revenue generation but pursue real value
creation. This value is also unique because it is created for an eco-system which includes its local human population. Sustainable tourism is a unique balancing act between mass tourism,
industrialization, economy and at the other end with nature, environment, ecology and local human
population. And thus my concentration was to create a viable digital marketing plan for sustainable
tourism entities.
To achieve the objectives of this dissertation an international market survey was organised which
was administered specifically on social media. The market survey was designed to understand holiday
booking patterns, involvement and respectively the effect of social media on decisions made, level of
awareness of sustainable tourism development products and finally gauging the level involvement
expected by consumers. The survey was analysed to compute the best possible marketing plan/s. These said plans were then gauged on their financial potency and effectivity.
1

2 Why social Media?

This section will help to understand the current global/regional trends and why should companies focus on the social media platform

What is social media?

2.1

[1] Social media is media for social interaction, using highly accessible and scalable communication
techniques. Social media is the use of web-based and mobile technologies to turn communication into
interactive dialogue.
Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which allows the creation and
exchange of user-generated content."
Peter R. Scott and J. Mike Jacka define social media as the set of Web-based broadcast technologies
that enable the democratization of content, giving people the ability to emerge from consumers of
content to publishers.
Businesses may also refer to social media as consumer-generated media (CGM). A common thread
running through all definitions of social media is a blending of technology and social interaction for
the co-creation of value

Types of social media platforms

2.2

Podcasting [3] [A podcast (or non-streamed webcast) is a series of digital media files (either
audio or video) that are released episodically and often downloaded through web syndication.
The word replaced webcast in common use with the success of the iPod and its role in the ris-

ing popularity and innovation of web feeds.

Blogging - [4] A blog (a blend of the term web log) is a type of website or part of a website.
Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed
in reverse-chronological order. Blog can also be used as a verb, meaning to maintain or add

content to a blog.
Social bookmarking - [5] Social bookmarking is a method for Internet users to organize, store,
manage and search for bookmarks of resources online. Unlike file sharing, the resources

themselves aren't shared, merely bookmarks that reference them.

Social networking - [6] A social networking service is an online service, platform, or site that
focuses on building and reflecting of social networks or social relations among people, e.g.,
2

who share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional serservices. Most social network services are web based and provide means for users to interact
over the internet, such as e-mail and instant messaging. Online community services are sometimes considered as a social network service, though in a broader sense, social network
service usually means an individual-centered service whereas online community services are
group-centered. Social networking sites allow users to share ideas, activities, events, and interests within their individual networks.
2.2.1

Social media websites most widely used

www.facebook.com - [7] Facebook is a social networking service and website launched in
February 2004, operated and privately owned by Facebook, Inc. As of January 2011, Facebook has more than 600 million active users. Users may create a personal profile, add other
users as friends, and exchange messages, including automatic notifications when they update
their profile. Facebook users must register before using the site. Additionally, users may join
common-interest user groups, organized by workplace, school or college, or other characteris-

tics.
www.twitter.com - [9] Twitter is a website, owned and operated by Twitter Inc., which offers
a social networking and microblogging service, enabling its users to send and read messages
called tweets. Tweets are text-based posts of up to 140 characters displayed on the user's pro-

file page.
www.linkedIn.com - [8] LinkedIn is a business-related social networking site. Founded in
December 2002 and launched in May 2003,[3] it is mainly used for professional networking.
www.flickr.com - [10] Flickr is an image hosting and video hosting website, web services
suite, and online community. In addition to being a popular website for users to share and
embed personal photographs, the service is widely used by bloggers to host images that they

embed in blogs and social media.

www.youtube.com [11] YouTube is a video-sharing website on which users can upload,
share and view videos.

2.3

State of art (current situation) Social media usage worldwide

[A] Thus the study was then directed to understanding time spent on Internet
Social media gains importance due to high consumer participation. Through figure 2.3 we can successfully demonstrate the need to create online marketing plans is far greater today than ever before.

Time spent on internet

30
25
20
15
10
5
0
Less 1 to 3
Than 1 Hours
hour

4 to 5
hours

6 to 8 9 to 12 12 or
hours hours more
hours

Time on internet
Fig 1.a Time spent on the internet - 2011 [A]

2.3.1

Fig1.b- Marketing implications of social media [2]

Social media statistics - worldwide

Social Media today is the largest co-ordinated communication effort the world has ever seen. The statistics are absolutely stunning.
[2] Twitter has 75m user accounts, but only around 15m are active users on a regular basis. Twitter now officially claims to have 175m registered users, although it's unclear what percentage
regularly user the service. Twitter states that 95m tweets are written each day. This is a staggering
250% increase from last year.
LinkedIn has over 50m members worldwide. Officially, LinkedIn has grown 100%, now having
over 100m professionals who use the platform worldwide. There are now 20m+ EU LinkedIn members. More than one million companies have LinkedIn Company Pages (formerly known as company
profiles).
Facebook officially hit the half-billion member mark in 2010. There are now some 640m Facebook users worldwide. With a 50% active rate, using the official 500m figure, this means at least
250m users every 24 hours. This is more than a 40% increase in 12 months. More than 30bn pieces of
content (web links, news stories, blog posts, etc.) are shared each month, which is an average of 7bn
pieces a week. The average Facebook user creates 90 pieces of content each month.

Flickr continues to grow at a steady rate, having increased by some 25% in the last twelve months.
At the end of 2010, it was hosting more than 5bn images. Flickr members upload more than 3,000
images every minute.
Wikipedia now has more 17m articles. The site now has an army of 91,000 active contributors.
YouTube - More than 24 hours of video is uploaded to YouTube every minute. There are more
than 2bn video views on YouTube every 24 hours.

2.4

Activity on various social media platforms

In the controlled survey to a global audience the question was to assign peak
activity to different social media websites.
Score 5 being the highest activity and
score 1 being the lowest. As we can see
from figure 2.2 the highest activity is seen
on Facebook and twitter. What we can
also see is the blogging has medium activ-

80
70
60
50
40
30
20
10
0

5
4
3
2

ity. Thus we can successfully state that

the 2 most important avenues to market

products would be

Facebook

Fig 1.c Peak activity on social media websites [A]

Twitter

[A] Time spent on Facebook and twitter

To further understand the consumer activity
patterns the study was also directed to understand
the amount of time being spent upon the 2 major
social media websites. In figure 1.d we see 2 peaks
clearly showing 2 types of users. The twitter spent

35
30
25
20
15
10
5
0

Time spent on
Facebook
Time spent on
Twitter

more time due to the ease of use and at the same

more qualitative time is spent by Facebook users.
The implications of this data would be in deter-

Fig 1.d Time spent on Facebook and Twitter [A]

mining the frequency of communication on the various

networks. Which we would see in section 2.5
5

3 Vacation frequency and spending patterns

In this section the consumer survey asked the participants about holiday patterns, booking patterns
and spending patterns for their annual vacations.

3.1

Vacation Patterns

Total Number of
vacations
14%

3%

18%

International vacations
Once a year

Once a year

24%
3%

Twice a year
65%

Twice a year

8%

65%

Thrice or more
a year

Thrice or more
a year
Once in 2 years

Fig 2.a Annual vacation frequency [A]

Fig 2.b International vacation frequency [A]

On the global scale the 65% of participants claimed that they took at-least 2 vacations a year. The
survey also asked the no. of international vacations taken. The same 65% which took 2 vacations year
took at-least one international vacation a year.

3.2

Vacation spending pattern

Global Spending per person for a vacation

6%

14%
500 $ or less
501$ to 1000$
28%

52%

Fig 2.c Vacation spending per person globally [A]

1001$ to 2000$
2001$ or more

Region-wise Vacation Spending

80%
70%
60%
50%

500 $ or less

40%

501$ to 1000$

30%

1001$ to 2000$
2001$ or more

20%
10%
0%
USA

Australia

Belgium

Canada

China

France

India

Fig 2.d Region-wise vacation spending [A]

In fig 2.c it can be seen that globally a single vacation per person budget is about 1000$ to 2000$.
When a region-wise split is made the trend continues with only exception being India. We could very
well call this the mass tourist/traveller segment.
Frequency and spending patterns are an important step in understanding consumer psyche. Further on
this data will be used in determining communication frequency and marketing budgeting.

4 Vacation Booking Patterns

4.1

Mode of vacation/holiday booking

The survey asked how people preferred to book their holidays. Through fig 3.a, 3.b and 3.c we can see
that travellers are seeking freedom to make choices. The reliance on the mass tourism has considerably waned for the social media active population. This considerably reinforces the need to create an
online marketing plan.

Holiday Planning
5%

82% of the global audience preferred

13%

to book and design their own holidays.

13% preferred to design their own vaca-

Self Designed Via

Tour operator

tions via a Tour operator. And very small

percentage still preferred the tour operator.

Tour Operator

Completely Self
Designed

82%

Fig 3.a Holiday planning channel preference [A]

Fig 3.b reflects the booking medium

preferred by travellers for booking travel

Local
Travel
Agent
8%

Travel reservations

tickets. 44% preferred online travel

agents OTM. 48% preferred to book
directly via travel company website.
Booking via travel agents is clearly out
of trend.

Airline/Train
website eg
SNCF, British
arlines etc.
48%

Online
Travel
Agents like
Expedia,
Liligo etc.
44%

Fig 3.b Travel ticket booking medium preference [A]

Local
Travel
Agent
6%

Hotel Reservation

In fig 3.c it is again noticed that travel

Online
Travel
Agents like
booking.co
m etc
45%

agents are clearly out of vogue. 45% preferred to book via Online Travel Agents.

Hotel
Websites
49%

49% preferred to book directly via Hotel

websites.

Fig 3.c Hotel booking medium preference [A]

4.2

Vacation Decsion reason

Vacation decision preference

In the survey respondents were also

asked what made them choose a specific
destination. As we can see in Fig 3.d the

80
70
60
50
40
30
20
10
0

destination itself forms the most important pull for the selection. The price
paid is at second position. While the
hotel, its services and local culture are

closely tied.
Fig 3.d Vacation booking preference [A]

These observations present a unique understanding for promoting the hotel. This will definitely
help in formulating which medium to focus upon to get the best results.

5 Vacation Decision Making influencers

5.1

Destination discovery

The respondents were also asked how

70%

they discovered new destinations for

60%

their next vacation.

50%
40%

60% responded saying that the pri-

30%

mary source for information was Web

20%

2.0 which includes all social media web-

10%

sites, online conversations, online news

60%

25%
10%
3%

3%

0%

articles, videos, forums, online travel

magazines etc.
25% responded to word of mouth.
10 % responded to travel magazines
(print medium) and a meagre 3% for

Discover new or next vacation destination

Television advertisements and newspa-

Fig 4.a Destination Discovery medium [A]

per articles.

5.2

Social media as an influencer

Relative importance to vacation

destination decision making

When asked how much importance do

friends and family status updates, picture, videos from their vacation has on

their own decision to choose a vaca-

40

tion destination, twitter ranked the

30

highest with maximum audience assigning the highest score. Facebook

20
5

10

Facebook
0

followed a close second.

Twitter

Respondents were asked rate as importance of updates, 1 being the

lowest influencer and 5 being the

highest.
Fig 4.b social media as an influencer [A]

10

6 Sustainable Tourism awareness and Decision Making

6.1

Sustainable tourism Awareness

sustainable tourism
destination experience

To start of the respondents were asked if they

have ever been to a sustainable tourism destination. 17% replied yes. They were then
subjected to further questions to understand

Yes
17%

how and why they choose sustainable tourism

vacation.
No
83%

Fig 5.a sustainable tourism Firsthand experience [A]

Sustainable tourism definition awareness

27%
22%
15%

15%

13%
4%

Improved local Local producers Better education Don't know/

Can't say
and social
will have a
economy of the
destination market to sell to benefits to the
locals

4%

Better for the

environment

A cheap
vacation

Adventurous
vacation to
dangerous
locations (not
for the faint
hearted)

Fig 5.b sustainable tourism definition awareness [A]

A series of options were then given to the respondents to understand their awareness of what sustainable tourism stands for, definition. These questions were based to all the respondents.
27% understood that it was better for the environment. 22%thought it improved the local economy.
4% answered dont know and adventurous vacation.

11

6.2

Sustainable tourism decision making

For the 17% who had experienced sustainable tourism first-hand were then
asked how did they find out about the ho-

Medium used to find out about

the destination

tel/destination.
35% responded word of mouth. 17%
responded travel magazine. While 9%
said facebook/twitter. And only 4% said
blogs.

Others
Blogs
Newspaper article

9%
4%
9%

Travel Magazine
Fa e ook / twitter or other we

17%
9%

Word of mouth

35%

Tour operator website

9%

Google search

9%

Fig 5.c sustainable tourism definition awareness [A]

Suggested Contact Plan

Through the survey the respondents
were also medium of preference to be
contacted and for circulation of marketing materials.

Blog
Other Social Media

Twitter

News/Social
Bookmarking

3
4

Facebook

Email
0% 20% 40% 60% 80% 100%120%
Fig 5.d sustainable tourism suggested contact Medium [A]

12

7 Research Conclusions
Social Media Communication Hexagon (SMC Hexagon)

7.1

The Social Media Communication Hexagon is strategy tool which will assist Digital marketers to
have insight into creating effective digital marketing plans.
7.1.1

Understanding the Social Media Communication Hexagon

Some of the questions answered by the SMC hexagon are

7.1.2

What content to communicate

How much to communicate
Through what medium to communicate
How to create a balanced Push and Pull strategy.

Definition of terms in social media communication hexagon

X axis Frequency of communication No of times the entity decides to communicate with its
customers
Y axis Type of Communication (Fig 4.a, 5.c, 5.d)
o

Static Traditional forms of communication. Generally one way communication

Social Social media based communication. 2 way communication

Elements of the hexagon The elements were derived from fig 3.d. A weighted average was determined the relative importance to consumers of each of the element.
o

Destination and environment About the destination where the entity is based and environmental aspects of the entity.

Local Culture and community About the local community and its culture. The communication could also include local handicrafts which could be sold online.

Prices and offers Various offers and packages that the hotel holds

Hotel and services About the hotel and the various services provided by the hotel. Also
can include activities like nature walks, wind surfing, sightseeing etc.

Local cuisine About local flavours and food. For eg. How the hotel is fusing or showcasing the local flavours to create unique signature food.

Consumers and Users Consumers and user comments. Post stay comments and recommendations. User generated videos and articles.

Elements of the matrix

o

Involving High Frequency, High use of social media.

13

Interacting Low Frequency, High use of social media

Informing Low Frequency, High use static channels

Selling High Frequency, High use of static channels

Quadrant Classification
o

Involving and interacting These quadrants create the awareness and act more like a pull
strategy.

Informing and selling - These quadrants create the marketing effect and act more like a
push strategy.

7.1.3

Using the social media hexagon -

The marketing department of the hotel should try to first analyse their current marketing and
communication plans on the hexagon elements. Identify areas where they are lacking and then adapting their plan as per the SMC Hexagon.
The SMC hexagon is marketing strategy tool and will provide a road map to be successful in
achieving digital marketing objectives.

14

Social Media Communication Hexagon

7.1.4

Social

Consumers

Destination and

and users

environment

Facebook

Awareness efforts

Twitter
Trip advisor

Interacting

Social Bookmarking

Involving
Pull Strategy

YouTube/ Flickr
Communication

Type

Local

Local Culture

Cuisine

and community
Push Strategy

Blogs/ Email
Informing

Websites/ Write-ups

Selling

Wikipedia
News/Articles
YouTube/ Flickr
Static
Low

Marketing efforts

Price and offers

Hotel and Services

Frequency of Communication
Fig 6.a Social Media Communication Hexagon

High

16

8 Digital marketing plan

8.1

Broad marketing plan

Assumptions The following marketing plan has been done for 100 room property which is both sustainable and responsible.
8.1.1

Digital Marketing vision

Create and manage online entities which will be the face of the entity, the said online entity will
speak of the core values of the property, create awareness and carry out a 2 way communication with
customers, enthusiasts, government/non-government organization, experts, other online entities and
general populous.
8.1.2
8.1.2.1

Goals

8.1.2.2

8.1.3

Achieve a 20% from online activities

Exceed 1000 leads
Tactical Goals:
Achieve monthly growth of 20% follower/likes on Facebook an twitter
Create 30 unique posts each month which will be of value to the online community.

Ideal Online follower

8.1.4

Business Goals:

Enthusiastically follows the blogs, updates, videos and other updates by the hotel.
Will readily share and retweet to his/her follower.
Will recommend the hotel and its services
Will actively participate in all online activity
Will assist in building online community
Will help in creating sales conversions

Digital Market Description

Highly competitive environment with almost every major hotel/chain fighting for an
online market share.
Highly volatile market with a120% annual growth.
Extremely effective to capture a global audience and create effective online community.
17

8.1.5

Remarkable Difference

As being a sustainable tourism Hotel there is great and unique difference between us and the regular hotel industry. Our hotels have a unique set of values and we are proud to be a responsible entity.
We are responsible for the local ecology and local community. We create sustenance for the local
population with the help of jobs and education. We aim to improve the lives of the future generation
without destroying the local environment. In many ways we are the future.
8.1.6

Differentiators

Case to case Basis. Needs to be identified. Key heads

8.1.7

Hotel
Services
Destination
Local culture
Local community
Destination
Environment
Sustainable practices

Core digital Strategy

To create awareness on a global scale, specifically in source markets. Constantly communicate

with potential, current and past customers. Create strong and very active online communities. Drive
online impressions to actual sales. Use social media to understand changing consumer needs and
wants. Adapt to changing needs and wants.
Refer to Fig 6.a
8.1.8

Core Online Elements

8.1.9

Non-static webpage
Facebook page
Flickr stream
Youtube channel
Twitter
Employ digital story-tellers to write blogs
Feature blog on hotel website

Marketing Materials

Website
18

Email newsletters
Direct mail - postcards and letters
Facebook ads
Google adwords
Digital story-tellers
Marketing kit for corporate business development

8.1.10 Web Plan Refer Fig 6.a

Create a SEO optimised website which will be non-static.

Social connect options on the website
Hotel Blog to be hosted via hotel website
Feature guest reviews and comments (text and videos)
Communicate via website about community involvement
Communicate via website environmental involvement

Booking related plan

Feature hotel on all major OTMs

Feature booking via website

19

9 Recommendations
9.1
9.1.1

Developing a Social Media Strategy

Social Media for beginners

These strategies would work well for hotels who currently do not have a social media strategy and
want to dabble in social media without a significant investment. The main social media objectives for
such hotels can include:

User Generated Content Channels -- Trip Advisor. If Trip Advisor is not your most effective channel, then determine your most influential channels (where you get a lot of guests

from)
Facebook Profile.
Twitter profile
YouTube video channels
Flickr photo profile
Blog

Hotel can set up each of these channels on their own without any external help or alternatively,
they can use an outside agency or a consultant. Either way, here are a few items to keep in mind while
setting up the channels:

Channels should be tagged with appropriate keywords

Link the channels back to your hotel website and vice-versa
Interlink the channels so that the hotel gains from cross-fertilization between the channels.
There are apps and plug-ins available that can be used to interlink the channels. The benefit of interlinking is that a "new special offering" post on your blog automatically shows up
on Facebook and Twitter. Any pictures posted on Flickr automatically show up on your
Facebook account

9.1.2

Next Steps

The key to social media optimization is that you have to be actively involved in these channels. Of
course, actively could range from allocating a full-time resource (Social Media Officer Refer to 9.2)
to the initiative as several of the upscale hotels and brand s are doing to manage the channels on a
weekly basis.

20

9.1.3

What to post?

Refer to Fig 6.a

9.1.4

Tracking Returns

There are 2 different levels at which one can measure the success of your social media optimization strategies:

Measuring Social Media Buzz

Measuring Returns -- evaluating website leads and revenue generated

Although both the items above are related, there are different mechanisms for measuring the 2
goals.
9.1.4.1

Tracking Social Media Buzz

There are several tools available in the market. These tools tell you what people are saying about
you on different channels, video views, photo-views, etc. and benchmark your performance month
over month to determine whether the social media strategies are being effective or not. For example,
you can track the number of video views month over month or track your Facebook fans month over
month and determine that the social media strategies are effective in generating a buzz about your hotel. An added advantage of such tools is that it offers a single interface for all your social media
monitoring.
9.1.4.2

Tracking ROI

The return on investment from social media channels is harder to track vs. the buzz created by the
channels. The reason for this is because the conversion from Social Media Marketing efforts occurs
on channels different from the social media channels -- for example, either a client will book on a hotel website or on the phone even though they found the hotel on Facebook or on Twitter. The best
mechanism to track conversion from social media channels is to measure the leads (website traffic)
generated from the social media channels. This can easily be done using simple website analytics
tools. In addition, you can determine how many visitors from the social media channels went into
your booking engine. Using your conversion ratios, you can get a very good estimate of the ROI from
your social media channels.
A secondary measure of the ROI and effectiveness of your social media strategies is to look at the
impact of social media optimization on your search engine results. For example, when you type your
hotel's name on the search engines, you will find that after the first couple of listings which should be
your hotel website, the search engine page shows results from various 3rd party affiliate sites. With
aggressive social media optimization, you should see that universal search results will help your ho21

tel's social media channels dominate the search results pages. That ensures that all the leads come directly to you and is also an indicator that your overall search engine recognition is increasing.
Although, the techniques above are less objective than measuring conversions from paid search
advertising or banner advertising, above mechanisms do give the hotels a fairly good idea of the returns and effectiveness of the social media campaigns. As the technology advances happen, we are
positive that there will be ways to measure social media effectiveness more accurately. The big question for us as hoteliers is whether we wait until then, when several of our competitors are ahead of the
curve or do we invest today in the media that is bound to be the future of internet marketing.

Social Media Officer

9.2

It is always a good idea to train a social media officer who can constantly monitor and materialize the
digital marketing plans of the hotel. Social media is not a very technical arena. Social media was created was for the general population. An enthusiastic and motivated could be trained for 6 months to
carry out effectively the responsibilities and duties mentioned in the sample Job Description. This is a
tested fact as I myself went through a six month internship to achieve the desired level in social media
and digital marketing.
9.2.1

Duties and Responsibilities

The social media officer is responsible for developing and executing a clearly defined social media strategy and has to report to the marketing head of the company
The marketing strategy should comply with the marketing and customer support initiatives of the
company
He should make sure the strategies increase brand equity and awareness
He must evaluate, plan, organise, manage and contribute to social media channels to reach the
company targets and objectives
He must ensure that a consistent marketing message is delivered to the market and the companys
position is strengthened
He must analyse existing and potential media activities
He should be able to identify and interpret social media trends
He should conduct, gather and analyse market research to find out the business opportunities
He must plan, manage and implement all social media activities
He must work in collaboration with other marketing organisations and develop unique marketing
strategies and partnerships

22

9.2.2

Skills and Specifications

A social media manager needs to have good communications and writing skills
He must have strong analytical, forecasting and research skills
He should be able to multi task and meet targets
Experience in online marketing, advertising and public relations is also helpful
He should have good networking, leadership and negotiation skills

9.2.3

Education and Qualifications

In order to be a social media manager, one needs to have graduate degree in any field preferably in
hotel management. He should be proficient in the computer programmes and software required in this
field.

A company sponsored 6 months training will able him to carry out his duties and responsibilities effectively

23

10 Conclusion
10.1 Summary
Social media for sustainable tourism was conducted purely on social media platforms. A consumer
survey was done to understand key aspects of consumer awareness and consumer psyche towards sustainable tourism development. The study was then used to make the Social Media Communication
Hexagon and broad recommendations.

10.2 Evaluation
The dissertations objectives were
1. To understand consumer point of view towards sustainable tourism entities
2. Create an internet based marketing plan Aiming at Increasing consumer awareness and recognition worldwide
3. Create a consumer facing online entity
4. Build loyal communities which will support efforts in difficult times
5. Improve sales
I managed to achieve partial success. Objective 1, 2 and 3 were achieved via the Social Media
Communication Hexagon. The SMC Hexagon Fig 6.a is a culmination of the research done and my
own inputs. When put into practice it will assist in forming a strong and viable roadmap to achieving
objectives 4 and 5.

10.3 Future Work

To completely achieve success in the mentioned objectives the SMC Hexagon needs to be adopted by
the industry. With continued testing and larger surveys the SMC hexagon will naturally evolve to a
much broader entity appealing to all segments of the hospitality industry.

24

References
[1] Wikipedia page on social media, http://en.wikipedia.org/wiki/Social_media#cite_note-13
[2] Worldwide statistics regarding social media growth and usage http://econsultancy.com/uk/blog/7334-social-media-statistics-one-year-later
[3] Wikipedia page on podcast http://en.wikipedia.org/wiki/Podcast
[4] Wikipedia page on Blog http://en.wikipedia.org/wiki/Blog
[5] Wikipedia page on Social Bookmarking http://en.wikipedia.org/wiki/Social_bookmarking
[6] Wikipedia page on Social Networking service
http://en.wikipedia.org/wiki/Social_networking_service
[7] Wikipedia page on Facebook http://en.wikipedia.org/wiki/Facebook
[8] Wikipedia page on LinkedIn http://en.wikipedia.org/wiki/Linkedin
[9] Wikipedia page on Twitter http://en.wikipedia.org/wiki/Twitter
[10] Wikipedia page on Flickr http://en.wikipedia.org/wiki/Flickr
[11] Wikipedia page on YouTube http://en.wikipedia.org/wiki/Youtube

25

Appendix 1
[A] http://digitalhospitality.info/surveys/

26