redes sociais e hotelaria - hotel florida + the great american disaster
TRANSCRIPT
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REDES SOCIAIS E HOTELARIAHOTEL FLORIDA + THE GREAT AMERICAN DISASTER
David Costa
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“We’re in the business of caring for people so they can be their best, and listening and responding through social is a natural extension of that purpose.”
James Geiger, Hyatt Hotels Corporation
“We’re focused on building long-term relationships with our guests, and that means we want to be where our guests are.”
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Porquê?
Presença
Estratégia
Objectivos
Paisagem
Exemplos
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PORQUÊ?
User Experience [UX]
Word-of-Mouth
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PRESENÇA▸ REDES SOCIAIS “CLÁSSICAS”
71
2.65626.000
94
400 100
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PRESENÇA▸ OUTRAS REDES SOCIAIS
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ESTRATÉGIA
FOCO ESTRATÉGICO Proporcionar uma oferta de alojamento diferenciada, personalizada, baseada na associação ao cinema e na decoração e posicionamento retro. Apoiar a comunidade artística e empreendedora envolvente através de parcerias focadas sobretudo nas áreas de cinema, internet, música, fotografia e start-ups.
Adicionar, através das formas enunciadas, valor ao Hotel (Brand equity), pela via comunicacional, de modo a torná-lo alvo mais apetecível de procura, um produto diferenciado e, consequentemente obtendo mais e melhor receita.
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ESTRATÉGIADEFINIR O QUE SE QUER E PODE COMUNICAR
MOSTRAR O DINAMISMO DO HOTEL E O SEU PAPEL NA COMUNIDADE.
PUBLICAR CONTEÚDO GENUÍNO, ÚNICO E RELEVANTE (EVITAR REPOSTS, SHARES NÃO RELACIONADOS).
PREMIAR OS SEGUIDORES.
RESPONDER SEMPRE.
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OBJECTIVOS- Valor agregado à marca.
- Diferenciação.
- Relacional: Humanizar o negócio (diálogo com cliente); criar e estabelecer uma relação (pré, durante e pós estadia).
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FERRAMENTAS, GESTÃO E TAREFAS
3) TAREFAS:
Planos de Posts
Reports
Newsletters
Briefings
1) FERRAMENTAS:
Para monitorização de redes:
Twitter: Tweetdeck e Hootsuite
Facebook: Facebook Pages
Para análise de insights e recolha de dados:
Twitter: Crowdbooster
Facebook: Facebook Analytics
Para trabalhar imagens:
Shutterstock; Photoshop; Pixlr, etc.
Imagens próprias; Bancos de imagem CC, Free Rights.
2) GESTÃO:
TAB’S (app): backoffice
Sites: Bit.ly (contagem de cliques)
Facebook Ads: page post ad, promoted post, page like ad
Contas Google: Google Analytics
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FERRAMENTAS, GESTÃO E TAREFAS
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FERRAMENTAS, GESTÃO E TAREFAS
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PAISAGEM
VILA GALÉ: 50% POSTS SÃO DE F&B. PESTANA: DESTINOS E HOT DEALS. TIVOLI: DESTINOS E OCASIÕES (DIA DA MÃE).
FONTECRUZ: KEEP CALM…
MARRIOT LISBOA: F&B, RESPONSABILIDADE SOCIAL, MARCA. BESSAHOTEL LIBERDADE: REPOST CML, PRODUTO.
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EXEMPLOS – ACTO ICRIAR CONTEÚDO
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EXEMPLOS – ACTO I (CRIAR CONTEÚDO)
(Co)Organizador / Anfitrião:
- Florida After Seven
- BREAK
- Quintas à Pala (Jornal Metro)
- Adegga Wine Market
OUTROS:
- Eventos Woman WinWin
- Clube de Criativos de Portugal
- Wordcamp
- Refresh LX
- Festival LER
- Tourism Challenges Talks
HOTEL OFICIAL DE: CINEMA
MONSTRA – FESTIVAL DE CINEMA DE ANIMAÇÃO
FESTIN – FESTIVAL DE CINEMA EM PORTUGUÊS
QUEERLISBOA – FESTIVAL DE CINEMA GAY E LÉSBICO
INDIELISBOA – FESTIVAL DE CINEMA INDEPENDENTE
MÚSICA
VODAFONE MEXEFEST
MEO SUDOESTE
SUPERBOCK SUPER ROCK
EMPREENDEDORISMO
ADOBE – CREATE THE WEB
MERGE
LXJS
COPA LANDING.JOBS
DRIBBBLE LX
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EXEMPLOS – ACTO IIDIVULGAR CONTEÚDO
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Dinamismo / Comunidade
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Dinamismo / Comunidade
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Conteúdo Único, Genuíno, Relevante
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Conteúdo Único, Genuíno, Relevante
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Premiar seguidores
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Outros
Preço Evidências Físicas
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Outros
Associação a marcas Produto
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EXEMPLOS – ACTO II (DIVULGAR CONTEÚDO)
Outros
Humor História
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OBRIGADO!https://about.me/david.costa