所有营销活动的最终目标是提升收入。利用社会媒体进行营销活动更多地与提升影响力和忠诚度相关，而更少涉及直接销售。酒店老板、经理和销售总监希望社会媒体营销可以奏效，为酒店带来企业客户和团体业务的合同。那么，酒店如何在充满微博、帖子、博客等形式的社交网络世界脱颖而出，吸引更多团体预订呢？下文介绍了一些可行的技巧，利用好它们，营销人员便可以通过社会媒体策略深入了解潜在客户并扩大他们的社交网络，以推动收入增长。

　　“鸡尾酒会”概念

　　最近有关NPR Marketplace的消息引出了这样一个比喻：社会媒体营销就像参加一场鸡尾酒会。“你总不会拿着个扩音器走进去，然后大声地宣传推销你的产品吧？” Social Media Explorer的CEO Jason Falls说道。如果你这样做，就意味着你在疏远酒会中的客人——你的客户。因此，“你应该倾听别人的对话，找到那些对你而言有意义的对话后，你就可以介绍自己并与他们进行交流，久而久之便能建立关系。”Falls补充道，“社会媒体的价值在于让人们信任你或认为你很酷，如此一来，当那些人有需求时，他们就会考虑向你购买。”

　　理解了这一概念，那些关注每个月甚至是每天的销售活动的经理们也许会感到沮丧。但社会媒体在高绩效营销队伍所使用的销售工具中仍占有一席之地。其中的窍门是：不要拘泥于社会媒体活动之中，因为这些活动感觉比传统的营销活动更为可靠。这其实是很多人（甚至是最棒的人）都会掉入的陷阱。那么，酒店老板、经理和销售总监该如何通过社会媒体来与客户进行互动，以使大的团体知道你的酒店并信任它呢？若你找到了答案，就意味着当一个大的团体活动需要选择酒店时，你的营销人员和你的酒店将是首选。

　　选择适合的社会网络

　　在互联网存在之前，建立关系网的重要性在营销培训中已经是一个核心课题。然而，与其让你的营销人员长时间进行在线营销，不如鼓励他们更聪明地建立在线关系网络。将他们的在线营销活动集中于某些网站，这些网站更可能使他们建立有效的新关系网，这样才可以防止他们迷失在复杂的社交网络并掉入传统的营销模式。以下是你的营销人员可以花时间进行在线营销的网站：|||

　　当地旅游局网站——参加一个大型活动如地区会议或行业展览通常意味着了解一个客户在什么时候在某个地区寻找新酒店。和当地旅游局建立关系网络是获取这类信息的很好的来源。在Facebook或Twitter上关注旅游局（如夏威夷观光局）的动态，使营销人员可以与潜在客户以及旅游局人员进行微妙的互动。每天看看旅游局的Facebook或Twitter页面，你的营销人员便可获知有关即将举行的会议、节日/演唱会、各种活动等等新信息。

　　商家的网站——策划活动（如婚礼或会议）除了需要选择酒店，通常还要选择多个商家。在Facebook或Twitter上关注当地受欢迎的摄影师、活动策划者、婚礼蛋糕公司、花店等，有利于进行口碑式的营销。你可以发表关于商家与酒店合作的真诚评论，如果你没有与他们合作过，你可以评论他们网站上发布的文章。这种评论可以进一步巩固你们之间的关系，也不会花你很多时间，但却能真正做到介绍营销人员和宣传酒店的作用。这种方法在小型市场颇为奏效。

　　你的酒店的社会媒体网页——酒店的社会媒体网页是展示团体销售人员的绝佳平台。例如，一个曾入住酒店的团体顾客在第三方网站（如TripAdvisor、Yelp或你的Facebook页面）发表了一条好评，如果负责维护该顾客关系的营销人员回复这条评论，这就体现了他们始终服务顾客的理念。回复评论还可以使潜在顾客与营销人员建立联系，因为这些营销人员是可见且可接近的。当然，这种方法的使用应适度，你的营销人员需要监督这些评论以维持品牌形象，这种方法非常有效。

　　另外，公布新的团体销售可以吸引更多团体客户。大公司需要知道你的酒店是否满足其他大公司的需求以及是否提供具竞争力的价格。记住，所发表的评论必须得到客户的同意，而且评论上不应包含具体日期。公布具体日期可能会导致其他团体或个人在大型会议或活动期间不选择你的酒店。|||

　　社会媒体为营销人员提供机会

　　社会媒体能为营销人员提供很多机会，让他们找到新客户或更快地寻找新客户。以下是监控社会媒体的一些方法，可帮助营销人员找到大型团体销售机会。

　　拥有潜在客户的社会媒体网站——通过在社会媒体平台上关注潜在客户，你可以了解到他们喜欢的品牌、价值观以及未来的活动等信息。在Facebook或Twitter上关注潜在客户的动态可以帮助你了解这间公司于何时何地举办会议、它的主要客户所处的位置以及它提供什么类型的奖励或赠品来吸引其在线社区用户。例如，看看Intel的Facebook页面，你就会知道他们有分不同地区的Facebook页面。关注不同地区页面上的信息可以帮助营销人员查出一个大公司在你的酒店所在地区所进行的活动。如果你知道这些公司赞助了哪些赛事，你就可以尝试与他们合作，例如提供几个免费间夜，这便为日后的合作、活动或预订协议奠定基础。了解公司间并购以及新客户情况等信息可以使营销人员判断出客户的潜在需求。这使得陌生电话不再“陌生”，因为你的团体已经了解了客户，客户可能也通过在线活动了解了你的酒店。

　　竞争对手的网站——别说什么职业道德之类的，你可以在竞争对手的社会媒体网站上看到它的客户们的重要信息。相信我，你的竞争对手也可以获取你的酒店客户的信息，但我们撇开这一点不谈。了解竞争对手的进展、客户评论以及酒店翻新的进度表等信息，可以为你的酒店创造机会。当然，你不会想看到你的竞争对手出现在你所关注的人的列表中，但通过这种方法你可以获取大量竞争对手们的信息。这也是你利用社会媒体获取信息的重点之一。

　　博客——如果要和潜在顾客交流有关酒店和营销人员可提供的产品和服务，利用一个团体销售的博客是一个行之有效的方法。不断更新你的博客，发布有关当地活动、新餐厅开张以及新客户情况，那么将会有很多人谈论你的酒店。留意谁在关注你的博客，他们可能会成为具有影响力的优质客户。发布有关会议场地的独特布置以及酒店的主题派对的信息，这也是吸引潜在客户的好方法。通过博客这一平台，你可以与旅行代理或会议组织者进行交流，他们也能为酒店带来不少客户。|||

　　品牌曝光率和社会媒体

　　当考虑社会媒体对团体销售的影响时，你的酒店在网上的声誉就更加被放大了。一连串的负面评论可以使酒店失去一个团体销售，就像失去一个客房预订那么简单。如此高的风险使得管理好社会媒体和网上评论变得更重要。好消息是，管理人员对评论的反馈看起来已经被很多酒店考虑在内。一个活动策划者想知道被评价酒店的经营状况是否良好，这可以直接从管理人员对负面评论的回复上观察出来。经常与酒店打交道的专业人士都知道网站上会出现差评，但他们更想了解酒店网站如何管理这些评论。然而，很明显，评论越来越针对如无礼的职工、高昂的停车费以及缓慢的服务等问题，这些都会成为团体销售谈判中的一部分。监控评论趋势可确保你的销售队伍不受这些问题的影响。了解以往的投诉意味着你的销售人员准备好应对反对意见，这样就可以减少负面评论对团体销售的不利影响。

　　评估你的社会媒体使用情况

　　正如对所有新的销售或市场活动的评估那样，对社会媒体活动的有效性也应进行阶段性的、真实且全面的分析。你需要问自己： 

　　1.比起一年前，现在社交渠道上是否有更多的用户参与?

　　2.现在的客户是否经常参与到我的社会媒体互动中?他们在线下有谈及我们在社会媒体所作的努力吗？

　　3.对那些参与我的社会媒体互动的客户，我们是否能提供如会员内部信息、有价值的新闻或忠诚度奖励等形式的鼓励呢？

　　4.我该怎样利用社会媒体，让客户更简便地与我的公司建立关系呢？

　　5.通过社会媒体，我每月能开发多少新客户？

　　回答了这些问题，你的营销活动便可转变为一个成熟的机制，从而利用社会媒体来建立重要关系并带动销售增长。社会媒体营销要发挥作用是需要时间的，因此不要急于求成而放弃利用这一营销渠道。尽管这是一个长期的过程，但如果你能细致地进行管理，社会媒体营销与传统营销双管齐下，那你就有机会参加所有最好的鸡尾酒会！(Wing 编译)

The ultimate goal of all sale activity is promotion income. Use social media to undertake sale activity more the ground and promotion consequence and faithfulness are spent relevant, and fewer involve direct sale. Hotel boss, manager and sale of media of society of hope of sale chief inspector are OK be successful, bring the contract of business client and group business for the hotel. So, if the hotel wheres the gregarious network world that fills the form such as guest of small gain, card, rich shows itself, attract more organization to book? Later development introduced a few feasible skill, had used them, sale personnel can know potential client deep through social media strategy and enlarge their gregarious network, grow in order to hoist income.

Concept of ” of “ cocktail lounge

The message that concerns NPR Marketplace recently is derivative a such analogies: Social media sale resembles attending a cocktail lounge. You always won't take “ loudspeaker goes in, next does aloud publicize the product that markets you? ”The say of CEO Jason Falls of Social Media Explorer. If you are done so, mean your guest —— in aloof bender your client. Accordingly, you should listen attentively to “ the dialog of others, after finding the dialogue with those to you meaningful character, you can introduce yourself and undertake communicating with them, as time passes can establish a relationship. ”Falls complements, the value of “ society media is trusting at letting people you or think you very cruel, come so, when those people have demand, they can consider to be bought to you. ”

Understood this one concept, those pay close attention to every month is even everyday the manager of sales compaign people perhaps can feel depressed. But the sale that social media uses in place of team of high performance sale still occupies position in the tool. Among them doohickey is: Not constrained at social media activity in, because these activities feel the sale activity than the tradition is more reliable. This is a lot of people actually (it is the strongest person even) the trap that meets. So, how hotel boss, manager and sale chief inspector should undertake interacting with the client through social media, trust in order to make big group knows your public house it? If you found the solution, mean when a big organization activity needs to choose a hotel, your sale personnel and your hotel will be first selection.

Choose suitable social network

Before Internet exists, task of a core has been in building the importance of concern net to groom in sale. However, the sale personnel that lets you with its has online sale for long, be inferior to encouraging them to build online relation network knowledgeably. Concentrate their online sale activity at certain website, these websites make they build effective new concern network more possibly, just can lose in order to prevent them in intricate gregarious network to drop traditional sale pattern so. The sale personnel that is you below can spend time to undertake the website of online sale:

Website of local tourism bureauIf area conference or trade exhibition mean understanding normally,—— enters a large activity a client is in when to search new public house in a certain area. With place tourism bureau builds relation network is the very good source that gets this kind of information. Tourism bureau pays close attention to on Facebook or Twitter (like Hawaiian sightseeing bureau) dynamic, make sale personnel can undertake interacting delicately with potential client and tourism bureau personnel. Read the Facebook of tourism bureau or Twitter page everyday, your sale personnel can be learned about the meeting that is about to hold, festival / all sorts of concert, activities wait new information a moment.

The businessman's website—— engineers an activity (like wedding or conference) choose a hotel besides need, choose many businessmen even normally. Company of machinator of attention place's welcome cameraman, activity, bridal on Facebook or Twitter cake, beautiful inn, be helpful for having the sale of public praise type. You can publish the genuine comment that cooperates about businessman and hotel, if you had not cooperated with them, you can comment on the text that releases on their website. This kind of comment can consolidate further the relation between you, also won't spend you a lot of time, but the effect that can achieve introductory sale personnel and propagandist hotel truly however. This kind of method is in small-sized market very be successful.

The social media webpage of your hotelThe social media webpage of —— hotel is the superexcellent platform that reveals organization salesperson. For example, a party constituency that ever entered a public house is in tripartite website (the Facebook page that is like TripAdvisor, Yelp or you) published reputably, if be in charge of maintaining the sale staff that this client concerns,the reply is commented on this, this reflected them to serve the client's concept from beginning to end. Reply comment still can make potential customer and sale personnel establish connection, because these sale personnel are,see and accessible. Of course, the use of this kind of method should measurable, your sale personnel needs to supervise these comments in order to maintain brand image, this kind of method is very effective.

Additional, announce new group sale to be able to attract more organization client. The requirement that big company needs to know whether your hotel satisfies other big company and the price that whether raise sacrificial vessel competition ability. Remember, publishs comment must get a client agree, and specific date should be not included on the comment. Announce the hotel that specific date may bring about other group or the individual does not choose you during large conference or activity.

Social media offers an opportunity for sale personnel

Social intermediary physical ability offers a lot of opportunities for sale personnel, let they find new client or seek new client quickly. It is a few methods of monitoring society media below, can help sale personnel find large group to sell an opportunity.

Have the social media website of potential client—— pays close attention to potential client through be on social media platform, you can know the news such as the brand that likes to them, viewpoint of value and the activity that did not come. The award that can help you understand this company to provide what kind at holding the conference, its main client's located position and it why when in the trends that potential client pays close attention to on Facebook or Twitter or gift will attract its online community user. For example, read the Facebook page of Intel, you can know they have the Facebook page of minute of different area. The information that pays close attention to different area page to go up can help sale personnel fish the hotel in you is in a big company the activity that area place has. If you know these companies sponsorred what match, you can try to cooperate with them, offer a few for example free a night, this is in the future collaboration, activity or book an agreement to lay a foundation. Buy between understanding company and the potential demand that the information such as new client case can make sale personnel judges a client. This makes new telephone no longer “ unfamiliar ” , because your organization had known a client, the client also may know your public house through online activity.

The competitor's website—— nevers mention it of and so on of what profession morality, you can see the important information of its clients on social media website of the competitor. Believe me, your competitor also can get the information of your hotel client, but this do not talk about our bypass. The information such as comment of the progress that understands a competitor, client and the schedule that the hotel renovates, the hotel that can be you creates an opportunity. Of course, the competitor that you won't think to see you appears in the list of the person that you pay close attention to, but the information that through this kind of method you can get a large number of competitors. This also is one of keys that you use social media to get information.

Rich guestIf —— wants to communicate the product kimono Wu that concerned hotel and sale personnel can offer with potential customer, the rich objective that uses sale of a group is the method of an effective. Renew your rich a person engaged in some particular pursuit ceaselessly, release concerned place activity, new restaurant to open business and new client case, so will a lot of people talk about your hotel. Advertent the rich guest that who is paying close attention to you, they may become the high grade client that has force. Those who release concerned meeting site is distinctive decorate and the message with the thematic right clique of the hotel, this also is the good method that attracts potential client. Carry rich passenger this one platform, you can act as agent with the journey or conference organizer undertakes communicating, they also can bring many clients for the hotel.

Brand exposure rate and social media

When the influence that when the consideration social media sells to the organization, your hotel the fame on the net more was magnified. A chain of negative comment can make the hotel loses sale of a group, resemble losing a guest room to book so simple. So high risk makes manage the comment on good society media and net to become more significant. Good news is, administrator has been considered the feedback of the comment inside by a lot of hotels it seems that. An activity machinator wants to know to be evaluated the management situation of the hotel is favorable, this can is opposite from administrator directly the observation on the reply of negative comment comes out. Often know to difference can appear to judge on the website with the professional personage of hotel contact with, but they want to understand hotel website how to run these commentaries more. However, apparent, comment more and more be like,be aimed at inurbane worker, exalted stop the problem such as fare and lazy service, these metropolises become an organization to sell the one share in the negotiation. Monitoring comments on a trend to be able to ensure your sale team does not suffer the effect of these problems. Understanding before complain the salesperson that means you to get ready answer crosscurrent, can reduce the adverse effect that negative comment sells to the organization so.

The social media that evaluates you uses a case

The assessment of no less than to all new sales or market activity in that way, also should have level sex to the effectiveness of social media activity, true and comprehensive analysis. You need to ask your:

1. Compared with a year before, whether does socialization canal have more users to participate in on the road now?

2. Is interactive in? Next they are online having refer do we try hard in what social media place makes?

3. Enlist the client with my social interactive media to those, the news that whether can if is the member inside information, valuable,we provide or faithfulness spend the encouragement of the form such as award?

4. How should I use social medium, let a client establish a relationship more handily with my company?

5. Pass social media, how many new client can I develop every months?

Answered these questions, your sale activity can transform the mechanism that matures for, use a society to media will build main concern and drive sale growth thereby. Social media sale wants be need time to produce effect, not be eager to hope for success accordingly and abandon using channel of this one sale. Although this is a long-term course, but if you undertake can meticulously administrative, social media sale and traditional sale work along both lines, then you attend all and best cocktail lounge with respect to organic meeting! (Wing is compiled)