Designing Social Media to Achieve Virality

By Michael Barbera CEO, Barbera Solutions | March 26, 2017

Virality is a social media marketer's dream. Achieving virality is a feat that few could claim. It is statistically more likely to be admitted to an Ivy League university, to win the lottery or to be struck by lightning than to go viral. Social media marketers continuously attempt to develop content that contains all of the essential attributes of historically viral posts. However, changing the default could increase the chances of virality and increase organic reach: set the honeypot.

Social media marketers spend the majority of their time designing content at their computer. Instead, they should work with the organization's interior designers, chefs, and event staff. Setting the honeypot is laying a trap, or bait. The bait is an item, a cuisine, a swan-shaped towel or any service the consumer could consider "going the extra mile." The swan-shaped towel, an art-like meal, and unique lobby art all create the cognitive desire to share the experience, and the most convenient method of sharing this experience is via social media.

Hospitality and food service are two extremely saturated industries with significantly low barriers to entry, and the most persuasive thing an individual could do is show that others are doing it too. If a follower of a guest views a post from their friend on social media, they are more than likely to search for that location when planning a visit to that geographic area. It is the oldest persuasive trick: peer pressure. However, the technical name is social proof.

Spending more time with interior designers or art curators does not require new purchases on the company account, recreating the wheel, or spying on competitors. Identifying unique items throughout the common areas, individual rooms, and restaurants and lounges is likely the best method of finding post-worthy articles. It is likely your organization already possesses these items. If these articles are not receiving much social media attention, a simple nudge might support a change. Move the items to an area, or into a position that may receive more traffic, or next to other items that receive the attention of social media.

To increase social proof, you should double the bait. Act like a guest during peak times, take photos of the items, overtly post them to social media. Verbally spell out the hashtag as you type it on your mobile device and move on to another article. These actions are likely to create curiosity and desire for belonging, which will likely increase the chances of onlookers searching for that same hashtag or posting a photo of that article. If another person posts a photo of these items, here's a breakdown of what we have created.

First, we created free marketing content with increased organic reach. The individual posting the content likely geotagged the location, which now creates another avenue for potential clients to find your business, and the most undervalued attribute: memory. You created an everlasting memory for the photo taker.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.