Category Archives: Pinterest

What Does a Community Manager in the Tourism Industry Need to Know?

What Does a Community Manager in the Tourism Industry Need to Know?

The tourism industry is particularly sensitive to clients’ opinions, that’s why we need to care for so much the service we give, including of course Social Customer Service offered by customer-oriented Community Managers with experience in that sector.

A Community Manager in the tourism industry needs to:

1.-Master several languages:

It’s fundamental to handle clients of different nationalities who value assistance in their mother tongue. This is particularly true for countries where English is not widely spoken, such as Italy, France or Spain. Ortography has to be correct in each of the languages they use to communicate.

2.-Make an appropriate Diversity Management and Segmentation:

Do not publish any post or make any comment that could be perceived as discriminatory by any customer because of his/her nationality, race, gender, religion, age, sexual orientation, political preference or any other reason. Furthermore, you should always be inclusive and take advantage of the business opportunities that these diverse characteristics offer to your brand by making a right segmentation.

3.-Know how to handle difficult customers:

Be always grateful for the valuable information you receive with their complaints. Be empathetic, seek the best solution, keep your promises, offer Social Customer Service excellence in due time and form. You need to make a special effort to change any bad perception of the brand you manage and turn it favorable.

4.-Provide attractive content:

Nothing better than a blog to help us selling the destinations we want to draw our target audience attention and enthusiasm. From the blogs posts link the product you want to sell. Create communities of fans in large or specialised social networks and enliven them with daily publications with interesting content and attractive pictures.

5.-Customise to obtain engagement:

If you have a good CRM or you can create it, much better. In any case, call customers by name, identify their needs in order to give them a customised product, handle them personally from start to finish, create enthusiasm. At the same time run promotions and contests through social networks. This will surprise your followers and help you to obtain their engagement.

6.-Know and use the social networks best suited to your product:

The tourism sector has the great advantage that the visual factor is particularly powerful to attract sales. Social networks like Pinterest, You Tube, Google Plus, Facebook, Twitter, Instagram, Flickr and Vimeo are particularly suitable for touristic promotions. Regarding Social Customer Service, we recommend the use of Twitter, Facebook and Google Plus. Short response service times are particularly important for any brand in this sector.

7.-The geolocation and specialised social networks:

For hotels, restaurants and similar establishments it’s essential to have a presence on Foursquare, Google Maps, Google Places and Facebook Places. Manage the comments made through them and keep the information updated. Also control and be particularly interactive for those received through tourism specific social networks like Trip Advisor.

Social Networks According to Type of Target Customer

Social Networks According to Type of Target Customer

It’s a pleasure for me to have you here again, Premium Social Customer’s friends!

The wide variety of SN give brands the opportunity to choose which are best suited to address to their target audience. Consequently, we can classify as follows without being exhaustive the best known Social Networks according to type of target customer:

  • FACEBOOK: the main social network, with nearly one thousand million followers on a global level. For that reason all brands whatever their niche market must be present on it.
  • GOOGLE PLUS: with nearly 250 million followers worldwide and becoming increasingly popular, especially for those already on Facebook and looking for something new and different. It grows like wildfire and it’s an interesting choice to address “techies”. The majority of their users are men and also with an economic and cultural level higher than Facebook’s average, so it’s especially interesting for these targets. Furthermore, the fact of belonging to the world’s largest search engine is definitely its strongest point, particularly regarding SEO, so little by little it’s being increasingly used by brands.
  • TWITTER: the most interactive social network, caracterised by the speed of shared short messages called tweets. Brands must be concious that its users expect much more rapidity in replies on it than on the other networks, so it’s necessary for companies that their Twitter profile have a very clear and visible information with their business hours and they do not exceed in any case more than 4 or 5 hours to answer customer tweets. The fastest the response, the better for the brand image. It is especially indicated for the service sector, for example in banking, airlines or telephone companies.
  • PINTEREST, FLICKR, INSTAGRAM: for companies where it’s particularly interesting the use of images to sell the product such as fashion, automotive or travel. The most used is Pinterest, with over 11 million users worldwide of which 80% are women, that’s why brands with female oriented products should always include it in their strategies, although it’s being increasingly followed also by males. Flickr is the least popular of them. As for Instagram, it is only available on iPhone and Android, but do not forget that the future is SoLoMo and the trend is to increasingly access the Internet through smartphones, consequently the most advanced users in that sense use to be very loyal to it.
  • YOU TUBE, VIMEO: Social Networks used to promote brands through videos, with all that it means in terms of virality and SEO positioning. Vimeo has a much higher quality than YouTube but has far fewer followers. Consequently at the present time, most brands use You Tube in order to reach more users. Vimeo is indicated to target an audience more demanding with image quality.
  • LINKED IN: initially oriented to people of high professional level, this is changing rapidly and it’s becoming increasingly popular. For brands it is often used to strengthen the company’s corporate image.
  • FOURSQUARE: Geotagging and geolocation Social Network. Used by businesses of all sizes to be located and allow opinions of their customers. Perfect for shops, bars and restaurants. Its competition are Google Places and Facebook Places.
  • TRIP ADVISOR: excellent travel guide used to promote destinations, hotels, restaurants, museums and sightseeings in general. Its users comment and give their score of those places they have visited. Interesting for tourism and gastronomy. Its audience are travel enthusiasts that are classified at different levels by Trip Advisor depending on the amount of comments received.

As we have seen, there is a wide range of Social Networks and we haven’t mentioned all of them. Many are generalists and others for very specific niche markets. There will be even more in the coming years according to estimates. Those brands that will not be present on those more suited to their marketing strategy, image and target customers will fall behind so they have to do it as soon as possible since there is no other choice. However, it is not enough to have accounts on them but they must do it right and not only in the sense of promotional marketing but they must also offer an excellent Social Customer Service in order to obtain the engagement of their community and this can only be achieved with properly trained customer oriented Community Managers.