As a Mauritian myself, I’m really happy to share that Pulsar has signed its first client in Mauritius: Veranda Leisure and Hospitality (VLH).
[Veranda Point Aux Biches resort, Mauritius]
This means that people who have stayed at the resort now influence the decisions of potential future visitors. With social media exploding, the necessity to differentiate your brand, resort, product or service has never been more vital. It is therefore time for you to increase participation in social network related incentives.
Communication with your clients and prospects is essential. Companies are able to put out information via their website but this method remains a ‘one way communication’ system, unresponsive to prospective customers’ real interests, questions and priorities. But by using social channels such as Facebook and Twitter, brands are able to start a conversation with their customers, listening as much as talking, and assisting as much as selling. All this can help grow brand awareness, consideration and propensity to purchase.
1. Social Listening
Social media should not be considered as websites where you promote your products, but as a way to start communication with potential and existing clients.
Our social intelligence tool Pulsar TRAC enables you to keep a close eye on discussion taking place around your resorts and your customer service. Through Pulsar you can track review sites and monitor this critical channel alongside Twitter, Facebook, news and blogs. Pulsar TRAC allows you to keep an eye on social media discussion 24/7 in real time, meaning you can be confident that you are on top of everything that is being mentioned about your resort.
2. Appropriate Response
The second part of communication is of course to respond back. Social media listening can inspire a response in two ways – reactive, and proactive.
Reactive messages reply to content created by customers and other people mentioning your resort – so you might thank them for sharing a beautiful photograph, or respond to any questions or customer service issues.
But social listening can inspire proactive, original messages too – the Facebook status updates, blog posts and tweets a brand or resort may put out. By using Pulsar TRAC, you would be able to identify the main topics of discussion around your resort and create content that responds to it – for example, if all your customers comment on the resort’s amazing seafood, that suggests something to highlight in your digital content calendar.
3. Measuring key performance indicators
Once you have created your content, you will want to monitor how much impact you are getting. The best KPIs are often simple. For example, a resort may want to focus on visibility (Pulsar’s metric for the scope of audience reached) to assess their overall impact across both social media and news & PR activity. What topics drive the most visibility, and what sources deliver it most effectively for your resort? In this way, insights built off KPIs can provide crucial fine-tuning and direction for social media content strategy.
For more advanced social media users, Pulsar TRAC can also offer performance analytics through content tracking. This feature enables you to track the spread of any digital content (video, advert, website) on the social web. This lets you see and understand how it is shared across networks in real-time and who your influencers are – the people you may want to build closer relationships with in future.
While monitoring your own-brand activity is the first step, savvy companies realise that they can make the most out of social by listening to their competitors as well. This could mean keeping an eye on which types of online promotions work best, or seeing how customers are responding to their pricing and any special offers.
Pulsar TRAC enables you to market your content smartly through understanding which type of content is driving positive or negative sentiment and understand how impactful people are about a specific topic and within special social networks.
5. Aspirations and dreams
Social media monitoring can go a long way beyond simply the quantitative. Instagram and Pinterest are used by consumers to daydream about their fantasy lifestyles and share beautiful, aspirational pictures. Travel and resort brands should want to be a part of this too – it’s all creating awareness (and potentially back links, good for SEO).
While many of these people may not be able to afford a purchase at present, this kind of awareness can inform a longer term pipeline of honeymoons, special once-in-a-lifetime trips, or recommendations to people who can afford it (their parents!)