One hotel brand that is absolutely killing it on social media is Kimpton Hotels & Restaurants. They are a chain of hotels in the United States. For an idea of who they are and their unique and fun voice, you need look no further than their ‘about’ statement on their Web site:
A quick search on Social Mention and it’s obvious that I’m not the only fan. The popular blog Curbed (San Francisco Edition) recently used Kimpton as glowing example of a brand that does customer service and service recovery right. Here is a snapshot of all of the love they get on social:
It was actually quite difficult to find anything negative. When I did, they dealt with it nearly immediately and got a quick thank you:
While ROI may be incredibly difficult to measure, it’s also tough to put a price on all of the overwhemingly positive sentiment that Kimpton creates on social. The word of mouth alone that they’re creating is incredible. It’s a fact that people take recommendations from others, especially their friends on social as gospel. With their quick responses and friendly, tongue-in-cheek engagement with anyone who mentions them, Kimpton Hotels & Resorts are really a brand to look up to when it comes to social.
PS. Their hotels really are amazing. Make sure to request a gold fish for your room when you go!
Vacation is fun. Inspiring people to travel to your resorts and enjoy their vacations and/or timeshares needs to be fun. After all, isn’t that the whole point? Social media itself is also conversational in nature and you only need to look to your own Facebook feed to know that people love things that are funny and friendly.
Fun and slightly cheeky is the voice that I choose to use on social when posting for my brand. Hands down, the best hotel chain doing this right now is Kimpton Hotels & Restaurants.
The days of Don Draper are over. Opaque and misleading advertising styles simply won’t do in this day and age. There is <em>so</em>much information out there and a seemingly infinite number of ways for the average consumer to collaborate and share their opinions or stories with <em>very</em> large audiences.
Give the people what they want. People want honest opinions about brands and they want speedy customer service. On social media, if you’re not being authentic and transparent this will be painfully obvious. Complaints need to be answered to in a timely manner and feedback cannot be censored or deleted. Ignoring negative feedback, pleas for help or censoring content is the easiest way to sink your social media efforts.
Additional reading and infographic here.
The timeshare industry has long been shrouded in secret. Companies rarely even advertise their pricing at a “from” rate. Part of the reason for this is that when you’re dealing the points based timeshare or even weeks, the salesperson needs to speak with the prospective buyer to find out what it is they’re really looking for before pitching them a volume or product that will work with their personal vacation style.
Social Media doesn’t allow for this kind of opaqueness. If you disable comments, delete comments or don’t respond it’s glaring and people researching your brand are unlikely to trust you. Allow people to post publicly on your Facebook page. If they have an issue, resolve it in a timely manner. It doesn’t always have to be resolved in comments either – you can let them know you’ll have a customer service representative call them and deal with it offline – but you need to comment that help is on the way at the very least.
Timeshare in particular suffers a bad rap for lack of transparency – not withstanding it’s history of swampland in Florida. One of the easiest ways you can show your business has nothing to hide is by being transparent on Social.
Additional Reading: <a href=”http://perspectivemagazine.com/blog/2010/06/05/timeshare-sales-transparency/” target=”_blank”>Check out this post</a> about Transparency in Timeshare Sales.