Case Study: Social Media Management

Chateau Bourbon

The hotel has been proactive in using the system to monitor their online reputation. The general manager was also hands-on in responding to urgent items, delving deeper into important issues, and working with the hotel team to improve services and boost guest satisfaction. The GM Summary report provides the general manager with an overview of the hotel's current standing in different social media channels: Traveler Reviews, Video Sites, Blogs/News/PR, Photo Sharing, Social Networking, Bookmarking, and OTAs.

Results:

• Increased total number of reviews by 72% in the first six months
• Increased perfect reviews by 68% across all channels
• Achieved #1 Rank by Channel in Expedia and Hotels.com from March -- May 2010

Traveler Reviews Summary:
Chateau Bourbon's general manager spends a few minutes per week on eBuzz ConnectTM to review any new traveler reviews about the hotel and any items needing action. By understanding unsatisfied guests' issues with the hotel, the GM was able to make necessary changes and improvements.

Last 12 Months Performance:
With the hotel's efforts in monitoring and managing their social media, their reviews activity has significantly increased:

Expedia Reviews:

• 33 Reviews in June -- Dec 2009 (prior to licensing eBuzz ConnectTM)
• 133 Reviews Jan -- June 2010 (after licensing eBuzz ConnectTM)
• Rank by Channel: 1 of 154 hotels

TripAdvisor Reviews:

• 20 Reviews from June -- Dec 2009 (prior to licensing eBuzz ConnectTM)
• 56 Reviews from January -- June 2010 (after licensing eBuzz ConnectTM)
• Improved market rank by 9 positions in the last 30 days
• Rank by Channel: 57 of 154 hotels

Items Needing Action:
The 'Items Needing Follow Up' section is automatically populated with negative reviews, or reviews in which the hotel receives a star rating of 2 or below. By carefully reviewing these items, the hotel can identify issues from guest experiences and make changes to improve service and conversion. Figure 1 is a sample guest review and the hotel's response. Figure 2 shows a positive comment from a recent guest and the hotel's appreciative response.

Customized Keywords to Monitor:
The tool also allows the General Manager to customize a library of keywords to monitor. By doing so, the GM is able to monitor what is being mentioned about a restaurant located within the property and track general manager and sales team mentions.

About Milestone
Milestone Internet Marketing, Inc. is a leading provider of internet marketing solutions for the lodging industry. Milestone's portfolio of services includes Hotel Website Design, Search Engine Optimization, Pay-per-Click marketing, Social Media Optimization, eBuzz Connect™ Online Reputation Monitoring, etc. Milestone currently works with over 1000 hotels and drives over $550M in annual revenue for its clients. Milestone is a preferred vendor for several major lodging industry brands and works with some of the leading management companies. Milestone is also well known as a lodging industry educator for its Hotels to HTMLs internet marketing workshops and book. For more information, please visit www.milestoneinternet.com or call (888) 350-8396.

Social Media Strategies for Travel 2012
5 - 6 March 2012
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