Just when you thought you knew every possible acronym for hotel technology, a slew of new social media terms emerged, many of which are as important to learn as they are critical to implement for business success. Topping the list is SoLoMo, the convergence of Social, Local and Mobile strategies that is dramatically changing the way that businesses and consumers communicate. Lodging Interactive, and its outsourced social media marketing agency CoMMingle, are fluent in speaking the SoLoMo language, and together they are helping hotels improve conversations with global guests across the social, local and mobile channels to tap new revenue streams and target new customers.
Lodging Interactive is a full-service digital marketing and social media engagement agency exclusively servicing the hospitality industry. The company provides ROI-driven online marketing services, including: website design and development, search engine marketing, social media marketing, and online reputation management. CoMMingle manages hotels' use of social media channels, provides reputation and consumer sentiment monitoring, and social search engine optimization.
The SoLoMo Connection
According to "Technopedia," SoLoMo is defined as: A more mobile-centric version of the addition of local entries to search engine results. SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than what's available via a PC.
More Internet access occurs through mobile devices than by laptop or desktop (Expedia)
Two-thirds of Americans sleep with their mobile device in range (Expedia)
Current number of bookings via mobile device is about 16 million, and it's expected to double by 2016 (Expedia)
97% of consumers now search for local businesses online (Eventility)
72% of consumers consider online reviews trustworthy (Eventility)
61% of Millennials reference social media when deciding where to go out (Eventility)
78% of small businesses now get at least a quarter of their new customers through social media (Eventility)
Finding the expertise at the property level to launch a strong SoLoMo strategy is challenging, and being able to analyze its effectiveness once it goes live is equally as difficult. Next-generation hotels need to engage with guests socially via Facebook, Twitter, YouTube, Pinterest, etc. They must respond to online reviews, provide locally-meaningful content and offers, and manage that data to ensure that it is relevant to each audience on each channel. Having the staff and expertise to make all this happen is even more challenging. This where Lodging Interactive and CoMMingle can be a valuable resource.
Leveraging a team of more than 50 highly skilled online content experts, Lodging Interactive offers the following services that work together or independently to support a hotel's SoLoMo campaign:
Website design and management
Hotel reservation services
Social media marketing
Email newsletter marketing
Guest review system
Advertising agency services
Measurement and accountability