This presentation is focused towards our hotel properties located in Verona Wisconsin. The concept and strategies can be altered to fit almost any business or brand model. Enjoy!
2. THE SOCIAL MEDIA BIBLE
Content Calendars are one of the most IMPORTANT tools.
They allow us to map out content and visualize how it is going to be
distributed, and also allows us to monitor and measure what does and
does not work.
Allows us to:
- Define
- Plan
- Manage
- Visually see the process from planning, creating, publishing, and
promoting content.
3. BENEFITS
- Identify upcoming content opportunities , i.e. EMS Appreciation
Breakfast tied in with National Compliment Day
- Improve and/or maintain frequency of posts and publishes
- Provides social media team with a CLEAR direction
- Identify and prioritize topics to focus on that are relevant to overall
business goals
- Allows us to clearly define a strategy
- Manage the flow of what is being created (Make adjustments, add/take
out as we go when needed)
Joe Pulizzi, author of Get Content Get Customers
4. INFO TO INCLUDE WHILE PLANNING
- Topic - Work with the SM teams to brainstorm topics that fit
Brand/Company image. Be sure the Topics appeal to the target
audience. [Goal is for audience to see it, read it, connect and engage
with it , and remember it.]
- Concept - Identify the main focus of the content being created
- Type of content – Will it be video , live story , photo , link to website ,
text , etc…
- Platforms – identify where the content will be published (Facebook/IG
vs. Twitter/Linked IN vs. Pinterest etc…)
- Sales/Sponsorship opportunities – Does the piece of content provide
opportunities to make money , and/or partner with other local ,
complimentary business’s for sponsorships and donations (i.e. Food at
blood drive donated from Pizza Hut)
5. PLAN OF ACTION
Roles of the Property Social Media Teams
1. Begin with identifying property strengths and weaknesses to develop clear goals
Examples
Look at previous years to identify busy vs. slow booking periods, perhaps a goal
would be “Increase weekend bookings in January” or “Rent out the meeting
space/lobby for small functions more frequently”
Review performance and achievements of your staff, perhaps a goal could be to
“continue to engage, motivate, and empower staff to reach their goals”
If recruitment and/or retention has weak points, a goal could be “highlight our
company culture and how much fun we have making an impact with our guests,
community, and each other”
6. PLAN OF ACTION
2. Understand markets and target audiences
Examples :
Hockey / Soccer / Team moms
Athletes/Fans who partake in CrossFit, Iron Man, Crazy Legs etc..
Business Travelers (Epic)
Brides etc. etc.
7. PLAN OF ACTION
3. Understand booking windows
This will allow us to plan promotions effectively
Example:
How far ahead does the Average Hockey team book their block of rooms for
their tournaments? Lets pretend the answer is 3 months.
We want to have content published and promoted around 3-4 months prior to
the tournaments for them to see , read , engage and connect , and
remember. Then when it comes time to book their rooms they say , “Hey I
remember the Fairfield Marriott had this catchy post about hosting hockey
teams , and it seemed like the perfect place for us. I will book there!”
Yayyyy for all of us!
8. PLAN OF ACTION
4. Gather content that correlates with identified goals such as :
photos/video/live stories to implement with content to be planned on
calendar
- Employee focused posts (Birthdays, Anniversaries, Awards, Staff
Recognition, Staff “in action”)
- Job Tabs (Now hiring full time XYZ)
- Event Page (Blood Drive, Staff casino night, Association Award Ceremonies,
EMS Breakfast, Manager Reception and/or Social Hour)
- Cultural highlights (posts that match values, goals, mission statement etc.)
** Great example would be EMS Breakfast Appreciation and highlighting the initiative
and passion Diane and the team had to make it happen
** Blood Drive and highlighting the staff and community coming together to give back
** “Day in the life” of smiley Diane making breakfast and creative wizard hats for Epic
week
** Day in the life of Deb doing sales and building relationships with clients
9. PLAN OF ACTION
5. Review and Document
Produce a working calendar (separate from final content calendar) of events,
groups, promotions, volunteer work, etc etc from previous years.
Produce a working calendar (same as above) for what is ahead.
Obviously the further ahead we can plan, the better.
I.e. Capital Ice Hockey , Big Bear Hockey, Group blocks, wedding blocks, Epic
Trainings, Promotions done in the past (if applicable), Volunteer events,
Community Events, Tourism events, Sporting events, Staff outings and
parties, Crossfit, Ironman, Crazylegs, Concerts, Local Festivals, Holidays ,
National Days (if relatable), Birthdays, Anniversaries, Etc.
The calendars are ongoing documents
that are always revolving.
10. PLAN OF ACTION
Roles of S&L
1. Review and edit content calendar submitted from property as necessary.
2. Write official content plan based on property calendars and goals
3. Photo/Video editing
4. Stay up to date on industry and social media platform updates, educate teams, and provide
guidelines when needed.
5. Implement proper hashtags when necessary, stay up to date on what hashtags are
“trending”
6. Plan strategy to run PAID ADS through Facebook/IG / Other channels when necessary
based off property goals and content calendar
