36BE Creativity assignment year 3

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Social Media Plan

A social media plan. We are now not so much looking at using social media in itself (i.e., social media posts), but at other possibilities of social media (such as using social media data for improving business processes).

Situation

Social media plays a crucial role in our lives. In tourism and hospitality, the impact is huge. Social media has been a bit neglected by the Bergman's so far. The original hotel does have a social media account. Christina, Jill and others staff members are active on their 'private' accounts. But there is no coherence or logic. Apart from accounts and posts directly linked to your hotel, social media can be involved in many other business processes.

Goal

Jill Jandal wants to have a plan in using social media with concrete choices. So, not the accounts owned by the hotel itself, and not just advertising on the platforms.
In the end, this should contribute to better marketing-communication and it should also bring some kind of measurable result. What she is interested in, is a concrete overview of the possibilities of using social media outside her own accounts.

Task, deliverable

Make an overview of concrete possibilities you see in social media (data) which are publicly available.
Be sure the possibilities are concrete, measurable, and applied to your hotel. Examples could be:

• 'Eavesdropping' on themes, wishes, clients, competitors
• Social media monitoring
• Following reviews
• Focus on content brought by (micro) influencers
• Using Facebook pixel e.g.
• Using social media analytics

What could be the contribution to your hotel, when deployed?

Assessed elements

• Is the plan creative and does it make sense?
• Are the 'contributions' clear and measurable?
• Are the suggestions legally allowed?
• Is the link to the strategy clear?
• Are all of the sources accounted for?

Handing in

Upload your work anywhere in the cloud (Dropbox e.g.: do not e-mail):

• Be sure the file is public
• Be sure anyone with a link can access it without any login (!)
• Copy the link (only the link, not the document or content) to your hotels Team File tab Year 1-2-3-4 in the row 47: additional information for your coach

Furthermore, all other relevant information for your coach is welcome in this cell as well!

Additional information

• Social media
• Social media now in use by Emerald Forest Hotel
• GDPR
• GDPR and influencers
• Blog on social media monitoring
• Free social media monitoring tools
• FB pixel

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