MICROS eCommerce Blog- The Source for Online Marketing Strategy and Scoop

Capturing the attention of summer travelers on social media

MICROS eCommerce — Thu, 16 May 2013 18:11:48 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

According to a recent TripAdvisor survey, 86% of people are planning a leisure trip this summer and 30% are planning trips for the upcoming Memorial Day weekend. Data shows that overall, summer travel is up 6% from 2012. Are you seeing the uptick in bookings this year?

As we dive into the summer travel season, here are a few tips for your social media platforms to assist in filling those hotel rooms.

Outdoor Summer Activities

Swimming, hiking, and campfires are just some of the great outdoor activities the summer allows. Promote the awesome outdoor activities on your property. If your property lacks these perks, make note of alternate locations for guests – for example, you could highlight park that has hiking trails nearby.

Local Area Festivities

Travelers want to feel part of the local culture, if you’re in an area with a very specific local festival, let your guests know – for example, if you’re located in Maine, where’s the closest blueberry festival?

Nearby Cities or Towns

From the same TripAdvisor survey, 74% of summer travelers mentioned traveling to their destination by car. Think about highlighting how far your property is from a nearby city or town. For example, you could post on social media: “Get away from the hustle and bustle of DC this weekend, we’re located a quick 90 minute drive away. www.yourhotelname.com.” Alternately, if you’re located in a resort destination, highlight a great day trip opportunity nearby.

Last Minute Getaway Deals

Think about offering last minute social media only getaway deals. This is a great way to increase engagement on your various platforms – and can help you fill those empty rooms without resorting to a flash sale site.

Keep your hotel in front of travelers using these easy strategies. If you have a comment or additional tip, leave it in the comments below. We love to hear from readers and hotels about personal success stories!

Unsure where to go with your social media strategy? MICROS eCommerce has a dedicated search and social team, here to help you with your strategy. Get in touch with your Client Services Manager or our Sales Team to see how we can help.

Interested in ramping up your online strategy? Check out the full suite of MICROS eCommerce interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK).

Tips for determining if you should join a new social media platform

MICROS eCommerce — Wed, 08 May 2013 17:48:13 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

It seems that a new social platform launches every few weeks, and with each introduction, a flurry of blog posts and mentions about how these platforms will become “the next Facebook” or “the new Twitter.” But properties can’t simply adopt each platform as they launch – choosing any new marketing platform should take careful thought and planning.

But just how do you determine which social channels are most appropriate for your property or organization, and when (if at all) you should add a new channel?

Below, we discuss a roadmap that can help you determine when it’s most appropriate to add a new channel to your social marketing strategy, ensuring that you remain a trend setter not a trend follower or trend dependent.

Who is the audience?

Determine the demographic makeup of a new platform. Is that audience matching up with your property or destination? If you’re in the same places as your target demographic, you will stay top-of-mind and gather more engagement.

However, using a new platform to attract a new demographic can work to your advantage as well. If a new platform – like Pinterest, which attracts primarily women – piques your interest, you’ll simply want to make sure that your strategy is well planned and specifically targeted.

What are the benefits?

Each platform has pros and cons. While basic, a pros and cons list can be a useful tool to help determine of a specific platform can work for your brand.

When will you have resources and support?

We’ve said it before, but no new platform will be successful unless you have the resources to focus time and energy on their success. No social channel is designed to be “set it and forget it,” so if you’re struggling to post to Facebook and Twitter regularly, you’ll want to plan carefully before adding more to your plate.

Where are your competitors?

Have your competitors seen success with this platform? We don’t suggest adopting something simply because others in your brand or comp set have done so, but evaluating carefully what has worked for others can often give you a guide of whether or not it will work for your brand.

Why do you want to add this platform?

Adding a new social channel takes work and dedication. You’ll need to carefully consider why you want to join – to share beautiful images, to be where your customers are, to increase conversions – and structure a strategy around that goal.

Not sure where to go from here? The MICROS eCommerce team can help you asses your social media strategy and determine if the new platform would be a good fit. Contact a sales manager or your client service manager today to learn how our Search & Social team can help you.

Poll: Which social media platform still confuses you?

MICROS eCommerce — Thu, 02 May 2013 14:23:53 +0000

No matter how long you’ve been working with social media, it can still be down right confusing sometimes. We want to help you understand the platforms better. Let us know which platform confuses you still and we will produce content to help you learn more!

How a Higher TripAdvisor Ranking Can Help Hotels Book More Room Nights

MICROS eCommerce — Thu, 25 Apr 2013 20:18:41 +0000

The following post is from Jonathan Brinksman, Senior Web Marketing Analyst.

TripAdvisor rankings are based on their own metric called “The Popularity Index,” a proprietary algorithm that determines rankings based on the quantity, quality and frequency of reviews for any given property. But how exactly does ranking translate to room nights?

We’ve known for some time that even a small change in TripAdvisor ranking can have a significant impact on web traffic – the higher the ranking, the higher the traffic to the hotel’s website.

But traffic, these days, doesn’t mean much. What we want is qualified traffic. How much of that traffic from TripAdvisor is actually converting online?

That’s hard to say, to be honest. It stands to reason, however, that if a large number of people are using TripAdvisor to research your property, then your ranking must play a pretty sizable role in your bookings.

To put this theory to the test, we took a random sampling of the MICROS eCommerce client base. The data speaks for itself – the closer a property is to a Number 1 ranking on TripAdvisor for its given market, the greater its direct online bookings.

The information breaks down like this:

Properties ranked #20 in their market see 10% more directly booked room nights per month versus those ranked #40
Properties ranked #10 in their market see 10% more directly booked room nights per month versus those ranked #20
Properties ranked #5 in their market see 9% more directly booked room nights per month versus those ranked #10
Properties ranked #2 in their market see 7% more directly booked room nights per month versus those ranked #5
Properties ranked #1 in their marketing see 11% more directly booked room nights per month versus those ranked #2

The graph details the number of room nights booked compared to the property’s ranking on TripAdvisor.

What does this all mean exactly?

According to our data, efforts to improve a rank from the bottom 25% to the top 25% are beneficial, but additional and greater opportunity for an increase in room nights as a result of improved ranking exists when the new ranking represents the top 20% of any market. Working to increase your TripAdvisor ranking should be a key component in your overall web strategy.

Looking even deeper, a review of properties that jumped from a top 5 ranking to a first place ranking reveals that these properties saw massive increases in TripAdvisor referral traffic and, as a result, directly booked room nights.

The Popularity Index also relies heavily on the age of reviews; with older reviews carrying less weight than more recent reviews. As a result, a ranking increase (or, heaven forbid, a ranking decrease) can be almost immediate (sample below).

So what can I do to increase my TripAdvisor ranking?

A TripAdvisor ranking can be quickly improved by:

Offering services and amenities above customer expectations
Monitoring and responding to hotel guest reviews (sometimes there are opportunities’ where the customer is still on property)
Be honest and forthright with responses
Suggest to customers that they post a review on TripAdvisor – you have to be very careful about how you solicit reviews, though. TripAdvisor has approved free marketing tools available for you if you sign into your listing and click on the aptly named “Free Marketing Tools” button.

Ultimately, responding to the feedback in your reviews—either to correct those elements that have drawn the ire of a customer or to support an aspect of your property that has been praised—is the most direct course of action that a hotel can take to increase a TripAdvisor ranking, and probably the most effective.

These days, reputation management is no longer an option to an effective online strategy for hotels. In fact, it hasn’t been optional for some time now, as seen here, here, and here.

One final piece of advice: it might be tempting to try to skirt the system by leaving false, invented, or even fudged reviews on your own property’s page – TripAdvisor takes the integrity of their reviews very seriously (their business model is based on it, after all).

Under no circumstances should you give in to the Dark Side. You’ve just seen how much a good TripAdvisor ranking can positively impact your bookings – imagine how negatively something like this would impact them:

Have you seen first hand how a TripAdvisor ranking can help your hotel book more nights? Let us know in the comments section.

Bing Transitions to Paid Shopping Model with Product Ads. Innovative or Imitative?

MICROS eCommerce — Thu, 11 Apr 2013 20:26:56 +0000

The following post is from Isel Galvan, Senior Web Marketing Analyst.

One can say that imitation is the sincerest form of flattery, but is that the case when one party spends most of its time criticizing its biggest competitor? This seems to be the ongoing battle between Bing and Google. Yesterday, Bing announced the transition from a free shopping engine model to a paid comparison shopping model.

Joining the ranks of paid comparison shopping engines seems like a smart move for Bing. However, it is similar to the Google Shopping model they passionately criticized only a few months ago.

This isn’t the first time that the Microsoft-owned search engine has tried to butt up against its biggest competitor. Many of our readers have seen the Bing TV ads for the “Bing it On Challenge” where Bing claims users prefer their results over Google’s, but the rivalry doesn’t end there.

Bing Changes Tune on Paid Shopping
In late 2012, Google transitioned from a free to a paid inclusion model. At that time, Bing launched a campaign warning users to not get tricked into thinking that Google’s results were based on relevance when they were actually based on how much advertisers paid.

Just a few short months later, Bing will launch their own ad model. It will follow the AdWords Product Listing Ads format most advertisers are familiar with, including a product image, merchant information, price, and promotional text.

Bing vs. Google: Paid Shopping Models

Should I Test The Bing Model For My Business?

Even if Bing is late to the game, it’s probably a good time to set up a Bing Merchant Center store account to get ready for the upcoming changes and opportunities. Similar to AdWords and its Google Merchant Center, Bing Product Ads will take product details from a product data feed and will be managed via their AdCenter interface.

Given the success of Google’s PLA format, it’s not a surprise to see Bing jump at the opportunity to use the model to increase its share of the search landscape.

However; it leaves us wondering, will Bing ever surprise us with something we haven’t already seen?

5 Tips for Using #Hashtags Effectively

MICROS eCommerce — Thu, 11 Apr 2013 15:32:36 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

Are you a part of the hashtag trend? If not, you might be asking yourself, what is a hashtag? Well, hashtags are essentially a filter, allowing people to see the conversation associated with that word or phrase.

Hashtags make platforms easier to navigate if a user is looking to join a specific conversation, or for specific information.

No longer are hashtags used only on Twitter. They have expanded to other platforms such as Instagram, Vine, Tumblr, and soon Facebook will support hashtag capabilities. Typically, hashtags are transferrable across all platforms. For example, your post with hashtags from Vine will appear on Twitter with the same notations.

At this point, you’ve probably ventured into using hashtags on one platform or another. Here we offer tips for using hashtags effectively, to ultimately assist with brand engagement and awareness.

Hashtag Content

Ever wonder what content can be included in a hashtag? A hashtag can include upper and lower case characters or numbers. Special symbols such as, $%&*’) will end a hashtag where the symbol is located. For example, if a hashtag is #mom’sdiner, platforms will only recognize #mom as the linked hashtag.

Limit the Number of Hashtags

Out of general courtesy, limit the number of hashtags you utilize in your posts. Some platforms have limits on the overall number you can use – for example, Instagram has a limit of 30, which is very excessive. We recommend using 2-3 hashtags max in your posts on Twitter, where a character limit impedes how many tags you can use, and no more than six on Instagram, Pinterest or Tumblr where character counts aren’t a factor.

Selecting your Hashtag

The key to using hashtags is being cognizant of what the hashtag is being used for already. Seeing what a hashtag is being used for is a simple as clicking on it, there you’ll be taken to the stream of most recent posts with said hashtag. Make sure that your tagged addition adds relevant content to the conversation.

To help you with selecting a hashtag, try visiting this hashtag directory.

Spamming Hashtags

Use hashtags that are relevant to the topic you’re tweeting about. If you don’t, you risk being considered a Twitter spammer.

Consistency across Platforms

To effectively use hashtags, they should be used consistently across the different social media platforms. So if you decide you want to do a social media campaign on Twitter with #MICROScares you should continue using #MICROScares on Instagram, Vine, etc. to relate it back to your specific campaign. It helps for you to track internally, as well as helps your followers on the various platforms. This will ensure people remember your hashtag from seeing it on various platforms as well as increase your brand exposure.

For more tips on using hashtags, read our post explaining hashtags. Look for a future article with hashtag campaign ideas.

Blogging 101: Creating Content for Your Hotel Blog

MICROS eCommerce — Wed, 03 Apr 2013 15:05:28 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

There’s been a lot of talk in the hospitality industry about blogs and how they can help enhance your property or brand’s overall marketing strategy. But many marketing professionals often wonder if the time and effort that goes into blogging will draw a significant enough return to justify the investment.

We at MICROS eCommerce advocate for property or branded blogs for a variety of reasons, but suggest that hotels consider not only how the blog can impact and enhance their overall marketing strategy but also if they are good candidates for the platform.

In the first two parts of our series, we discussed the five key benefits to starting a hotel blog and how to determine if your team is ready and engaged to begin blogging. In this third and final part to our series, we will discuss how to create content for your hotel blog.

Creating Content
Now that you’ve decided to start blogging, you need to have a plan in place for the content you will be posting. Creating content for your blog doesn’t need to be a difficult task.

Here are a few ideas:

Feature Local Bars & Restaurants. This gives you the chance to showcase local businesses that could be guest favorites, local favorites, or hidden gems. Plus, what restaurant wouldn’t want the free press? You could also take the opportunity to ask a bar or restaurant to guest blog for you – maybe they’re putting out a new seasonal menu with local ingredients, or they throw the best St. Patrick’s Day party in town.

Feature Community Activities. What’s going on around you? Does your local area have any large festivals or events throughout the year? Take the opportunity to highlight these before and after the event.

Top ‘X’ List. Whether this list is a top 5, top 10, or so on, top lists generally work very well. A list could encompass anything – maybe top 10 things to do in the area, top 5 bars to visit, top 8 festivals, etc.

Highlight Attractions. Every locale has main attractions and things to do off the beaten path.

Awards. When you win awards, take a few minutes to let your guests and prospects know that you won said award.

Staff Spotlight. Showcase the friendly faces guests will see around the property – you could do these in interview format (either through text or a video), or they could talk about their favorite thing to do in the area.

Property Activities. Do you throw the hottest pool party in Miami? Or do you always have a steady stream of conferences on location? Take a few minutes to document these for a quick post about what’s going on.

Photos. Utilizing photos in your posts adds more visual that just the text of the article. Videos are also a great way to showcase the property in a more user-friendly format. It’s easy to embed a YouTube or Vimeo file into your blog posts.

The content possibilities for your blog are endless.

If you or your team is interested in learning more, we’d encourage you to contact the professionals at MICROS eCommerce today. Our dedicated content and social media teams can assist with blog design and development as well as provide strategic guidance for optimization and ongoing content efforts.

Blogging 101: Determining if your hotel is a good fit for a blog (Part Two of Three)

MICROS eCommerce — Wed, 27 Mar 2013 15:32:55 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

In the first part of our series, we discussed the five key benefits to starting a hotel blog. In this second part, we’ll present a checklist to help you determine if your team is ready and engaged to begin blogging.

Social Media Platforms
As we mentioned before, a blog produces content that can be used on your various social media platforms. Social media platforms are a great way to promote content used on the blog, and vice versa. Before adding another platform to your content marketing arsenal, first make sure that your social platforms are up-to-date and well maintained.

Team Commitment Level
Can you commit to posting regularly? A blog is something that should constantly have new content, not a place where posts come monthly or less frequently. The SEO value from blogging is really seen through fresh new content, and the less frequently you’re posting, the less SEO benefits there are. We’d suggest posting new content at least once per week, and ideally up to three to four times per week.

We recommend creating an editorial calendar with your posting frequency, to ensure that you’re staying on top of the upcoming posts. This also allows you to plan posts around special events, holidays, etc.

Social Media Responsiveness
Ok, so you’re on social media. But are you listening to what your fans are saying and engaging them in conversation? If you’re good at acknowledging mentions, comments, etc. from fans already, then you’re set to take on the additional responsibility of monitoring blog responses.

You should also consider if adding another platform means that you will need to allocate additional resources to your social media team. Adding a blog is much like adding more seats to your restaurant or more rooms to your spa – these added revenue opportunities are only as good as your ability to staff and maintain them with the same quality and commitment to excellence you dedicate to your other outlets.

Blog Support
Staff Engagement
Is this something your non-marketing staff is going to jump on board and help out with? A blog is much easier to run when you’ve got a host of people on board to help out and make it successful. The key is getting experts from different disciplines on board to help with content.

Editing
Make sure your posts are well written and engaging. The best way to do this is to ensure you have someone on your staff who can edit the content, and this often means having someone from your communications or marketing department on hand to give blog posts a quick copy edit before they go online.

The checklist above should help you determine if your hotel is ready to begin blogging, by helping you build the foundation from the ground up. After all, no one has built a hotel starting with the roof.

Stay tuned for the third and final part of our series, content ideas for your new blogging adventure. If you missed it, read the first part of our series on the five key benefits to starting a hotel blog.

Webinar: Social Media Strategy: Reputation Management

MICROS eCommerce — Mon, 25 Mar 2013 15:26:11 +0000

Reputation management has become an integral part of a company’s successful social media strategy. Many businesses have found great success in marrying the inherent promotional nature of their social channels with valuable customer service tools.

This month’s MICROS eCommerce webinar will cover the basic principles of reputation management as it relates to your overall social media presence as well as tips and examples from effective hospitality industry strategies.

Join us tomorrow, March 26th at 1:00pm EST for Social Media Strategy: Reputation Management. If you’re unable to join us, we will be recording the webinar and sending out to all registrants. We will also be tweeting the webinar through #MECOMM, follow along and let us know what questions arise.

Curious about other webinars we’ve hosted? Topics have covered data-driven content marketing, marketing for the holidays, and local SEO.

Blogging 101: Five key benefits to starting a hotel blog

MICROS eCommerce — Wed, 13 Mar 2013 06:33:47 +0000

The following post is from Meghan Veroneau, Marketing Coordinator.

In this first post in the three-part series, we’ll explore the key benefits for a hotel or brand-based blog.

Enhance your overall marketing strategy
Specifically, this can become a key component to your communication strategy, as another outlet to target your current loyal guests as well as attract those coveted ‘lookers.’

Gain key SEO benefits and improve natural search rankings
Google puts a high value on fresh and dynamic content. A typical hotel website is static, with very few content changes. Compare that to a blog, where the content is refreshed as frequently as you post. Google will crawl your page whenever there is new content, and the more relevant, frequent content, the higher you appear in search results.

See increased web traffic
Better SEO rankings will lead to increased website traffic, which ultimately leads to the coveted direct bookings.

Create content for social media
Every time a new blog post goes live, you can promote the post through Facebook, Twitter, Pinterest, or any other platform you want.

Facilitate conversations between the property and guests with an “insider’s look” at the property
Blogs, like most social platforms, offer the opportunity for a two-way conversation stream with your guests. Today’s guests, more than ever before, seek to have customized encounters with the property before, during and after a visit, and a blog is a great way to supplement this experience.

Stay tuned for the second part of our series, a checklist to determine if your team is ready and engaged enough to begin a blogging adventure. If you or your team is interested in learning more, we’d encourage you to contact the professionals at MICROS eCommerce today. Our dedicated content and social media teams can assist with blog design and development as well as provide strategic guidance for optimization and ongoing content efforts.