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  1. 1. EbusinessSocial Media Optimization<br />Gabrielle Desroches<br />Saluquia Gomes Neves<br />April 8th 2010<br />
  2. 2. SMO<br />
  3. 3. LINKABILITY OPTIMIZATION<br />Blog (RSS): create a travel blog dedicated to differents things:<br />Events organized in our hotels (gourmet day, etc.)<br />Green policy of the group<br />A community with special benefits for members (eg. Better rates)<br />E-Magazine<br />News of the group (expansion projects)<br />Pictures of the various hotels<br />
  4. 4. MAKE TAGGING AND BOOKMARKING EASY<br />Metatags: Add more specific events in London (eg. Jamaica carnival)<br /><ul><li> Increase accessibility on social media page: when directly going from Grange Hotels website, easy to find Twitter account but when going from Twitter homepage, not possible
  5. 5. Facebook: increase interaction with people</li></li></ul><li>REWARD INBOUND LINK<br />Add permanent links redirecting to our website on:<br /> appropriate travel community blogs, eg.<br />Events pages for the city of London, eg.: Festivals, carnivals<br />Museum websites in London<br />As a reward, Grange Hotel group can advertise these events of travel comunity websites on its own website (the group does it already for some events and attractions)<br />
  6. 6. HELP YOUR CONTENT TRAVEL<br />Audio files to post to Youtube or radio websites: <br />could be famous guests reviews on tape: « Hi this is xxx talking from the grange hotel london, it’s fantastic/fabulous… »<br />Videos of special events at the hotel to post to Youtube or other websites<br />Special events (eg: gourmet day, live music, etc.)<br />Maps:<br />Possibility to click on a link to Google Maps to find the itinerary from the hotel to an attraction<br />
  7. 7. ENCOURAGE THE MASHUP<br />Allow Social Media users to take some of our content increases our visibility on Social Media Sites<br />Availability of RSS Feeds to twitters and bloggers<br />
  8. 8. HOW TO MEASURE SMO?<br />Number of members<br />Members/guests comments<br />Density of information and picture sharing on the net<br />Visibility on other websites: Youtube<br />Number of visitors<br />Interaction on Social Media sites<br />
  9. 9. RELATIONSHIP BETWEEN FOLLOWERS AND INFLUENCERS<br />Influencers are naturally valuable assets to SMO<br />They can decide which Social Media platforms are worth following<br />They help spread hotels’ messages further (example popular travel blogs in which hotels are mentioned)<br />They may indicate upcoming trends because of their awareness, which would lead hotels to adapt their strategies<br />Followers are an important asset too<br />They build popularity around the influencers and strengthen their credibility<br />A major shift in followers will show that the influencers have not fulfilled followers’ expectations time to rethink the strategy<br />