social media for the hospitality industry.

SOCIAL MEDIA MASTERCLASS:
10 APRIL 2024
japie swanepoel

WHY?
Overview
5 ESSENTIAL social media principles.
Content creation
META overview
WhatsApp
INSTAGRAM review
YouTube your channel and videos.
TikTok for your organisation.
X: what and how?
LinkedIn: set-up and secrets.
LinkTree
Social media ads:
Google My Business
How to tag, mention and use hashtags
Design
Understanding statistics & analytics.
Email Marketing: the essentials
Google AdWords: what & how?
Chat bots
AI? So what?
Storytelling
Influencers
Workshop contents

THE WHY? Generate
leads / sales
Build
brand
equity
Position
services
Create
awareness
Drive traffic to your
online platforms
Tell your
story
TRUST ENGAGEMENT
Market
Research

social media
principles
Content
Conversation
Strategy
Creative
Analyse

EDUCATE
NEW BUSINESS / SALES
INFORM
CRM
MARKETING
PROMOTE
RECRUIT
NEWS
what do you wish to
accomplish?
A goal
without a
plan is
just a
WISH!
TELL YOUR STORY

• Identify Core Topics or
Themes
• Create Content Categories
• Diversify Content Within
Each Pillar
• Maintain Balance and
Consistency
• Monitor Performance and
Adjust

Creating your content calendar

Creating content calendars
• Plan your content at least a
month in advance.
• Ensure that it is in sync with
your other communications
initiatives / messages.
• Base your content on pre-
defined pillars /storylines.
• In your calendar have text,
images, gifts, videos, links.

• Don’t duplicate across FB, X
and Instagram
• Ensure that images are
correctly sized for each
platform.
• Plan which posts to boost and
what the budget will be.
• Utilise all the various aspects
of the platforms: stories,
carousal, video, slideshows,
etc.

• Get your team’s buy-in /
approval
• Create designs in advance.
• Schedule posts where
possible.
• Be flexible wrt changes /
updates.

https://business.facebook.com/overview

Stories and Reels
Reels are served to a wide public
audience, and browsing reels is a
great way to discover new creators.
On the other hand, stories are only
served to a creator's followers or
friends. Format: Stories can have
short videos, like reels, but can also
include things like photos and

๏Publish Goal-Driven Content
๏Craft Your Brand’s Narrative
๏Show Off Your Products
๏Engage With Influencers
๏Tap into the Power of Instagram Ads
๏Use the various options
INSTAGRAM: KEY POINTS

➡Exposure to a Worldwide Audience
➡Marketing on YouTube Will Help You Get Found on Google
➡Your Content Never Dies
➡Your Audience Will Promote You
➡Gain the right audience
➡YouTube Ads Can Help You Reach Even More People
➡Link to your website
➡Link to your social media posts
➡Subscribers
Benefits of a YouTube Channel

When you set your video as a Premiere,
you and viewers can watch it together at the same time.
A public watch page gets created and shows a countdown
to the start of your video.
When your video starts, you can interact with viewers
in live chat and comments.

2,05 billion
IN JAN
2024
17,4 million
IN JAN
2024
Ads reach
43.2
percent of
all adults
82% of UK
users consider
new
destinations
due to TikTok

TikTok essentials
➡ Content: Short-form, engaging videos with a focus on fun,
trends, and creativity.
➡ Length: Typically under 60 seconds.
➡ Engagement: Use trending sounds, challenges, and participate
in popular dances.
➡ Hashtags: Crucial for discoverability. Use a mix of popular and
relevant hashtags.

How to be successful
with X
for Business
2024
4,69 M

๏ Reach a wide audience: X has a large user base, which could include your
potential customers. Using hashtags can help you reach an audience
interested in a particular topic or in a particular location.
๏ Deliver customer service: The platform allows direct two-way
communication with your customers. Because it’s a public interaction, if
you do it well it shows your business in a positive light.
๏ Brand identity: Being on X can help communicate your brand ethos and
personality. This should help your business appeal to your target
audience.
๏ Feedback: X can be a useful resource for gathering feedback from
customers.
๏ Cost: It is free of charge to set up a X account. While paid ads are
available, many businesses see benefits from organic posts and
interactions.
X FOR BUSINESS

Challenges of X for business
๏ Resources: Maintaining a presence on X requires a time commitment. It’s
also important that the staff looking after the account have the right skills
and training.
๏ Negative criticism: Customers could complain publicly about product or
services. Negative comments can reflect badly on your business. However
dealing with complaints well can have a positive impact on your reputation.
๏ Time sensitive: Unless you tweet at the right time, when your followers are
online, your tweets could easily be missed.
๏ Spam: Be wary of spam accounts on X. In particular, do not click on
suspicious links from users you don’t know.
๏ Limitations: You are restricted by X’s 280 character limit. It can take time to
learn how to communicate effectively with brevity.
X FOR BUSINESS

X FOR BUSINESS: ESSENTIALS
tiny url
correct size
images
hashtag
tag
@mention
keep it
short
use pics

Creating success
with linkedIn

Your page:
➡ Choosing a logo and cover photo
➡ Filling out your LinkedIn profile
➡ Jobs
➡ People
Content strategy:
➡ Question-based content
➡ Articles and industry-specific posts
➡ Resources and case studies
➡ Event coverage
➡ Employee showcases
➡ Culture-centric content
NB for engagement:
➡ Get your employees involved
➡ Prioritize video content
➡ Come up with a consistent content calendar
➡ Stay tuned for opportunities to connect
➡ Understand your analytics
https://www.linkedin.com/company/ibm/ https://business.linkedin.com/marketing-solutions/blog/linkedin-company-pages/2019/the-11-best-small-business-linkedin-pages-we-ve-ever-seen
SETTING UP YOUR LI PAGE

WhatsApp Groups: The Golden Rules
• Always keep to the purpose of the group! Don’t share irrelevant messages about other topics.
• Do not spam the group!
• Don’t be offended if others leave. Not everyone wants the same information.
• Do politely excuse yourself before you leave a group.
• Post your message in one single chunk of text, don’t post every word or sentence in a new
message.
• Do not have one-on-one conversations in the group. Switch to private messages.
• Do not post in any group between 21:00 and 07:00 unless it is an all-out emergency.
• The group is not a political platform (unless you have specifically set it up for this purpose) No
arguing, no heated opinions, no fear mongering, no hyped up drama, no fake news. Check your
sources before you share.
• Never EVER use a group to berate someone else or air grievances. If you have an issue address
it one on one with the relevant person.
• Don’t add random people to a close-knit group.
• Always ask someone if you may add them before you add them.
• Don’t send data-insensitive messages. No-one wants their last 3GB used up on uninvited
memes.
• When the group has served its purpose (the hike is over) delete it.

If you are not sure,
ask yourself these
three
questions before
you post:
1. Is this relevant?
2. Is this necessary?
3. Is this a good time to
post?

POSTS
➡ Keep it short
➡ Add pics
➡ Add videos
➡ Avoid FWD
➡ Verify facts /
statements

✦ Have rules /
guidelines.
✦ Shared admin roles.
✦ Stick to those.
✦ Remind people.
✦ Open group or closed
group or BOTH?
Admin duties

Showcase your products and services in a mobile
storefront and group similar items into collections
to simplify the shopping experience for your customers.
Share your entire catalog or links to specific items
with new and existing customers on WhatsApp,
Facebook, and Instagram—all from within the app.
Simplify your order management and streamline the
shopping experience for your customers, so they can easily choose
items from your catalog to send as a single message.
Announce promotions, special offers and new inventory
to multiple customers at the same time.

QUESTIONS:
• Where does your
audience reside
• Do you sell online?
• Do you get referrals
online?
• How do people
contact you?

#hashtag basics
• They always start with # but they won’t
work if you use spaces, punctuation or
symbols.
• Make sure your accounts are
public. Otherwise, the hashtagged
content you write won’t be seen by any
non-followers.
• Don’t string too many words
together. The best hashtags tend to be
relatively short and easy to remember.
• Use relevant and specific hashtags. If it
is too obscure, it will be hard to find and
it won’t likely be used by other social
media users.
• Limit the number of hashtags you
use. More isn’t always better. It actually
looks spammy.
• Use niche hashtags. (longtail)

The power of the @
• Tagging and Acknowledgment: It allows you to acknowledge someone in your post,
giving them credit for their content or involvement in a conversation.
• Engagement: Mentioning other users can increase engagement by drawing their
attention to your post and encouraging them to interact with it through likes, comments,
or shares.
• Networking: It's a way to connect with other users, whether they're friends, colleagues,
influencers, or brands. By mentioning them, you can initiate or strengthen relationships
within your social media community.
• Visibility: When you mention someone in your post, it increases the visibility of your
content to their followers as well, potentially expanding your reach to a broader audience.
• Conversation: It facilitates conversations by directly involving specific users in discussions
or inviting them to participate in a particular topic or thread.

Analytics
• Analyse as often as you can.
• Weekly highlights
• Monthly in detail
• Look at:
• growth
• engagement / content
• ads’ results

Analytics
• Stop doing what is not generating results.
• Do more of what works.
• Look at other brands to see what they do that works well.
• Don’t be scared to experiment!

Email newsletters
• Permission-based: Obtain consent from recipients
before sending emails. This helps build trust and
ensures compliance with regulations such as GDPR
and CAN-SPAM.
• Targeting and Segmentation: Divide your email list
into segments based on demographics, interests,
behavior, etc. Tailor your messages to each segment
to increase relevance and engagement.
• Personalization: Address subscribers by their name
and personalize content based on their preferences
and past interactions with your brand. Personalized
emails tend to perform better than generic ones.
• Compelling Subject Lines: Craft attention-grabbing
subject lines that entice recipients to open your
emails. Keep them concise, relevant, and aligned
with the content inside.
• Clear Call-to-Action (CTA): Include a clear and
compelling CTA that prompts recipients to take the
desired action, whether it's making a purchase,
signing up for an event, or visiting your website.

Email newsletters
• Mobile Optimization: Ensure your emails are mobile-
friendly since a significant portion of recipients may access
emails on mobile devices. Use responsive design and test
emails across different devices and email clients.
• Valuable Content: Provide valuable, relevant, and
engaging content that addresses the needs and interests of
your subscribers. This could include educational content,
promotions, exclusive offers, or useful tips.
• Consistency and Frequency: Maintain a consistent sending
schedule to keep your brand top of mind without
overwhelming subscribers. Find a balance between staying
in touch regularly and avoiding excessive email frequency.
• Testing and Optimization: Continuously test different
elements of your emails, such as subject lines, CTAs,
layout, and timing, to optimize performance. Use A/B
testing to compare variations and refine your strategies
based on data-driven insights.
• Monitoring and Analysis: Track key metrics like open rates,
click-through rates, conversion rates, and unsubscribe rates
to evaluate the effectiveness of your email campaigns. Use
analytics to identify trends, strengths, and areas for
improvement.

• Ad Creation: Advertisers create ads using text, images, or videos. These ads can appear on
Google search results (text ads) or on websites that are part of Google's Display Network
(image or video ads).
• Keywords: Advertisers select keywords related to their business or products. When users search
for those keywords on Google, the ads may appear above or below the organic search results.
• Bidding: Advertisers bid on the keywords they want to target. They set a maximum bid for each
keyword, which represents the maximum amount they're willing to pay when a user clicks on
their ad.
• Ad Rank: Ad position is determined by a combination of bid amount, ad quality, and relevance.
Google uses a formula called Ad Rank to determine the order in which ads appear on the
search results page.
• Budget: Advertisers set a daily budget, which is the maximum amount they're willing to spend
on ads each day. Google will not exceed this amount, ensuring advertisers have control over
their spending.
Key principles

• Targeting: Advertisers can target specific locations, demographics, interests, and devices to reach
their desired audience. This helps ensure ads are shown to the most relevant users.
• Ad Extensions: Advertisers can enhance their ads with additional information such as phone
numbers, locations, or links to specific pages on their website through ad extensions.
• Campaign Types: Google Ads offers different campaign types, including Search Network
campaigns (text ads shown on search results), Display Network campaigns (image or video ads on
websites within Google's network), Video campaigns (ads on YouTube), Shopping campaigns (for
e-commerce businesses), and more.
• Tracking and Optimization: Google Ads provides tools for tracking the performance of ads, such
as clicks, impressions, conversions, and return on investment (ROI). Advertisers can use this data
to optimize their campaigns for better results.
• Ad Quality and Relevance: Google rewards ads with high-quality and relevance by giving them
better placement and lower costs. Advertisers should focus on creating compelling ads that
resonate with their target audience to improve performance and lower costs.
Key principles

Tools to help you
•Planning
•Scheduling
•Management
•Hashtag
generator
•Design

Chatbots
https://www.serviceform.com/blog/top-10-automotive-chatbot-examples-in-2023

• 24/7 Availability: Chatbots can provide round-the-clock customer support, allowing customers to
inquire about services, schedule appointments, or get answers to frequently asked questions at any
time, even outside of business hours.
• Instant Responses: Chatbots can instantly respond to customer inquiries, providing immediate
assistance without the need for customers to wait for a human representative. This enhances the
customer experience and reduces response times.
• Scalability: Chatbots can handle multiple inquiries simultaneously, making them scalable for
businesses with a high volume of customer interactions. They can efficiently manage large numbers
of inquiries without requiring additional manpower.
• Cost-Efficiency: Implementing a chatbot can reduce the need for hiring additional customer support
staff, resulting in cost savings for the auto business. Chatbots can handle a significant portion of
customer inquiries at a fraction of the cost of human agents.
• Personalized Interactions: Advanced chatbots can utilize artificial intelligence to provide
personalized recommendations and assistance based on customer preferences and past interactions.
This helps to create a more tailored and engaging experience for customers.
Advantages of chatbots for business:

AI tools
• Chatbots (ChatGPT, Claude 2, Bing AI)
• Content creation (Jasper, Copy.ai, Anyword)
• Grammar checkers and rewording tools (Grammarly, Wordtune, ProWritingAid)
• Video creation and editing (Descript, Wondershare Filmora, Runway)
• Image generation (DALL·E 3, Midjourney, Stable Diffusion)
• Voice and music generation (Murf, Splash Pro, AIVA)
• Knowledge management and AI grounding (Mem, Notion AI Q&A, Personal AI)
• Task and project management (Asana, Any.do, BeeDone)
• Transcription and meeting assistants (Fireflies, Airgram, Krisp)
• Scheduling (Reclaim, Clockwise, Motion)
• Email inbox management (SaneBox, Mailbutler, EmailTree)
• Slide decks and presentations (Decktopus, Beautiful.ai, Slidesgo)
• Automation (Zapier)

WEB SITE NB’S
๏up to date
๏easy to use
๏easy to maintain
๏works on mobile
(HTML5)
๏latest style / layout
/ features
๏SEO

๏Know your audience.
๏Brand storytelling in
action.
๏Use content from
your community.
๏Give back.
๏Stand up for
something you
believe in.
Key Points

•Long Facebook video
•Facebook LIVE
•Instagrids
•Curate user-generated
content on Instagram
•Create a short video or
boomerang on Instagram
•tell Instagram Stories
•tell Facebook Stories
•Always a attach images to
your tweets
Applications

•Spread your own
hashtags
•Tap into a trending
hashtag
•Create a YouTube
channel or playlist
•Use an infographic
•Create a SlideShare
presentation
Applications

The right influencer can
reach your target
audience, build trust, and
drive engagement. They
create original, engaging
content. They won’t be
keen to follow a template
advertising style provided
by your brand.
So, it’s critical to work only
with social media
influencers whose vision
aligns with your own.
influencers
In the US, people who
have bought something
based on influencer
recommendation:
• FB: 25%
• X: 29%
• Instagram: 34 %

Three Types of Social Media
Influencers:
• General Influencer: 1m+, celebs:
most $$
• Industry Influencer: chefs, sports
figures and beauty gurus> less $$
but still costly
• Micro-Influencer: well known in
niche categories, considered
experts to be extremely trusted
and tend to have the most genuine
engagement with their followers.
influencers
IMPORTANT CONSIDERATIONS
• Know your audience
• Know their interests
• Your influencer budget
• Likes / follows: does not matter so
much
• Engagement more important
• The key is trust.
• Values in line with yours.
• Consistency is key.
• Be careful of overexposure:
sponsorship saturation
• Relevance
• Reach

essential #socialmedia notes
offers &
shops
Never stop
checking your
analytics
respond
quickly
create
events
stick to
a plan
advertise
content to
suit the
platform
content to
suit the
audience
video
engage
exclusive
content /
offers
connect online
with offline
links to your
accounts

japie@interactiveconcepts.co.za

social media for the hospitality industry.

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