» Table of Contents Objectives Content Satgy» Objectives ‘Ta eos avaiable to Novotel yderabac Con ton Gant NHC) within social mecia ‘rom Faabook to Twter and beyond = epre sent new ways to suppor the acieverant of the folloming key goals: Enhance the hota reputation (band awareness) ~ Bulls cornmunity among NHC gusts (eommunty-bulding) ‘Aethee NHCC outa fot and NE room booking goals a major nes of business (business goats) ~ Enhance guests’ ably 1 planter vacations, ips te. (quest goals) (ur actives, expormonts and resources ae focused on the achiavernatsof hese goal We must be present and lstering to under. stan how tho brandis percoved and be apart of ary specie conversations about he hotel and be abe to represent NHCC authenticety, in appropriate iron voices. Inondr to acheive the key goals through social ‘moda, we need to stay te to th following eda objectives: +e ane ~ Be proson, ston and patcpate. Support eqganzational end deparnental objectives: stay on message as appropt Crete goals, analyze and define success.) Platforms Facebook Facobook wa bo tho primary focus on NHC Social Media Sutegy as ti, by fr he most popular social network and since mary people ar akeady tara with rom tek persona uso, toon makes a great starting point for Since tweets ar shor, 140 character, mes- ‘ges, i an deal form of engaging conver ‘sutions. The ably © connect with usars fom round the world that sare sinsar intros and ej reading the content tat they naveto fofer through hashtags is an inaluabo ro: source, Conversations and etionaips ean be struck upon the pages of Titer making aighly vable marketing to foursquare Foursquare isa great way to incentvize socal media users for promating the Rote. The (gaming factor and resl-nord benef ofthe social network olen generate a dedicated (10up of users that checkin to a location 19 ‘98 points to compete wit thor ond, ro ‘eve “spacial oars" and attpt to pscome the "mayor ofthe location YouTube Videos nave always been a highly engsaing form of content, YouTube nat only acts as & ‘meciu to engage present customers in, but ‘250 a medium to bull great lob brand rep ation fr the hot! hough YouTube's massive community. The production of engaging and vale ace content that ate to NHC 0 ects can prove highly profitable. oogiet ‘Though Goonies as a platform i nt as highly engaged a compared to ts competitor, has great features that can utiatolyholp add value to NHCC's social mada eto, Some ‘satues and applications on Googlt such as Googles Hangouts ean ad great vate in he holes ers to Koop its social mec users snanged wth the brand. Piers, Petras allows users to visual share, cut, ‘ad alscovernaw interests by ‘pining mages ‘or videos fo pinboard fa cllecton of ‘pins sual vith commen theme). Sioa stot ot sors croate pinboard to plan vacatons, col lectrociples, ote. 3 gest oot meet some OI NHC key goals. Instagram ‘playful and visually sting app, Instagram ‘250 acts asa powerul markstng tool. Brands ‘havo tho perfect opportunity to not ony relay ‘messages and show photoraphs to target au- once, but ako to invlve usrs to promote» Content Strategy Hotel guide. Solve customers! problems by wing cia! masa for Koop customers engaged withthe nota by helping them with ‘hair travel planning and connecting them With ho sta, the hotel and tho hot’. ‘lng outta GAN Loyalty Offers an ‘ides: conversations by) Facebook ‘Because of Facebook's massive reach, wil be primary used as both a caotent publishing ator and a content aggregation platform for NHC remaining soci mesa hubs. The number ef posts and types of posts that wal be rade each day wil be analyzed, evaluated and approved based on te ntamal growch & ott reports fr NHC Facebook Page a emia. switer ‘Because of Twitor® core convertion fan ‘inal wl be used fr bot easing sctve conversations about the hotel by actvating and engaging mentions ane bang a source of real-time assistant through a virtual concirge sevice, Hashiags will be used to comect to ‘ha larger conversation and reach cu to tar- ete auconeo, Pintorst ‘Toa main focus of NHCC'sPinterest page wil be to crate and promote content which users ‘would want te share nd pn onto the arts by nature. The content wil be based onthe rometions runing a the tine Instagram Instagram sa goat way 0 mako users expo ‘ere NHCC ina very inte way. The main focus and usage of Instagram wil be take vers being the- scenes into the Ktehens, of fies and scross the yelow Ine ito seeing lat takes toring he poration to He an 250 to 628 ec-ime upcates on what's ging fon atthe hate. YouTube ‘YouTube wil be the primary hub for NHCC's ‘oo content. Te pre focus wil be on pro- ducing value-added video content such a travel and Westye wobseros that engage ers an resonalas with the not marketing forts.) Engagement Strategy Facebook ‘Though certsin features of Facebook Pages such as checiins pay elatvey vial len engagement, the main focus wi be on Face: ook Ofer. Allowing uses to engage wth he brand through Facebook Ofer. The socal structure of Facebook OMters allows a user's ‘feand’ to 0 which ofes they have cae. ‘Th not ony prosents an fr to potential new custamerto crv new busines, Dut i t= ‘tached with ated ofthis person wich wa one, bea sign of assurance that sie a brand ‘hat somebody they know pets this bran, land two, alow the person to refer to ther ‘rion to esquire about he brand, tho exper nos ane, ofe0vae, the or switer “The etme nature of Titer allows for nat rally engaging conversation. One obvious sage ofthis isto crete @ Twtor concioge lahich guts can use to contac! he concierge hon they ao ousie the hotel. Tis can be one by giving guosts a card at checkin lwnch netee NHC Titer handle and in forms thon about the Twiter consarge ser ice, Other modes of engagements ean involve realtime offs, giveaways anc perks at the hate, wich ean be derved on, cause of ts nie case-by-case bass Instagram ‘Uses can bo engaged both a he prompting fof NHCC and though NHCC' Instagram. ‘Since natagram i cect way to share visu ystuning pictures wih frands and olowers, plete ofthe hoe, the food and the exper ‘nce tom he guest's perspective can prove 12 ‘be 8 vory value form of promation. We wil, one, be promoting usrsto tke Instagram le- ‘sees of their food and inks wih ceca hshtags fra chance to wins smal iscount fon their bil and, wo, be taking pictures of eats ~ wth har permisin, efoourse, and sharing tho tery or NHCC experence, foursquare Engaging users on foursquareutimatly bulls 2 song loyaty base. Giving ofers fr frst Checkin, every 10h checkin and perks for te Mayor will not only engage users, but keop bringing them back to the hote Having tant cards on each table wil low fr more sage of the application and utirataly allow a ‘suonger growth for NHCC's sel mea foot it Youtube Videos ave aways a great form of stoning. ‘The best method of guest engagement on YouTube i to shaw th stories and share thaie experiences at the hotel (Ret. Cake Mixing Video at Novotel isahapaina Varun Beach, Goonies ‘The engagerent scope of Googles wil bei ted to Googles Hangouts for now, where we can ongage users wth colsbrtes and pubic ‘ees during her vents at NHC where they can interact oct via Twit