Weibo, a hotel marketing planner, can do hotel marketing planning.

The 28th Statistical Report on China's Internet Development released by China Internet Network Information Center shows that in the first half of 201/kloc-0, the number of users in Weibo in China has exceeded 200 million, and it is estimated that the number of users in 20 13 will reach 380 million. Among the 200 million users in Weibo, 67% are young users aged 18-30, 63% have bachelor degree or above, and 36. 1% have an income of 3,000-4,999 yuan. Younger age, higher education and higher income are the main characteristics of Weibo users, and these groups are the most important realistic and potential target customers of the hotel. The huge number of users and strong communication influence make Weibo a new marketing channel that hotels can't ignore. How to use Weibo to develop marketing and expand brand influence has become a hot topic in the industry.

According to relevant statistics, as of June 30th, 20 1 1, the number of hotels in China with Sina Weibo account was 187 1, among which 907 hotels had passed Sina V certification, accounting for 48% of the total number. 187 1 Among the Weibo accounts of hotels, there are 243 international brand hotels, accounting for13% of the total; There are 385 Weibo accounts in hotels in Shanghai, Beijing and Guangdong, accounting for 20% of the total. Among these hotels in Weibo, there are 183 with more than 1000 fans, accounting for 9.7% of the total number. 94 fans, 1000 -2000 people; There are 5/kloc-0 families with 2000-5000 people; There are 8 families with 5000- 1 10,000 people; Yes 1000-20000 people14; There are 16 households with more than 20,000 people.

Many hotels have great expectations for the development of Weibo marketing. In my opinion, hotels should first make clear what Weibo does, where and how to develop the target audience, when the audience is active in blog interaction, and how to arouse the audience's interest and buzz with appropriate content.

Weibo content strengthens the experience function.

Hotel Weibo should not only be satisfied with introducing product functions, prices and services, but also pay attention to letting consumers establish sensory experience and thinking recognition of products. Weibo platform should be used to carry out experience activities, so that consumers can deeply understand and experience the brand connotation through participation, and then have a sense of identity with the brand, and gradually brew the impulse to buy.

(1) A gripping experience theme. The theme of Weibo Experience emphasizes the user experience, and at the same time, it should be integrated into the hotel brand genes. For example, Shangri-La Hotels Group and Sina Weibo jointly launched the "My Shangri-La" photo contest, inviting Weibo fans to capture the elegant, natural, quiet, charming and caring spirit of Shangri-La through the lens, and the fans were enthusiastic to participate. * * * received more than 3,000 photos, and they used the lens to capture and interpret the "Shangri-La" in their hearts. All photos were exhibited in Beijing International Trade Hotel, Pudong Shangri-La Hotel, Guangzhou Shangri-La Hotel and Chengdu Shangri-La Hotel from February+01June, 2065438, attracting more people to become Shangri-La fans.

(2) Diversified experience forms. Weibo experience includes various forms of experience. ① Thematic discussion. Bloggers can fully discuss and communicate on specific topics, expound and share their views, and constantly deepen their understanding and experience of the theme. ② Picture appreciation and work creation. Pictures have great visual impact, and sharing pictures related to the experience theme is helpful to deepen the brand experience of fans in tourist hotels. For example, the "Meitu Meiwen" of Shangri-La Hotel Group shared with you the delicious food and beautiful scenery of the trip to Bangkok, which was very popular with fans. For hotels, meeting the needs of fans is their marketing goal and motivation in Weibo.

Pay attention to inner feelings and entertainment functions

Weibo's message is limited to 140 words, and the content should focus on the issues that fans really care about. A single product promotion and advertisement will keep fans away. Therefore, Weibo's content should reflect the emotional style, using online languages that fans like, such as "pro" and "geili", using colloquial words, such as "ah, ah, yeah, oh", and using smiley faces to express emotions. In terms of language style, hotels can create distinctive language styles, similar to Huawei's "everyman", "I Wanna CU" and Nokia's "Achievement Style". A relaxed and interesting language style can easily lead to fans' forwarding imitation. Hotel Weibo can also use social celebrities, executives, employees or create their own virtual images to speak for the hotel. For example, the cartoon pattern of "Little 7" brand created by Weibo, a 7-day hotel chain, is vivid and lovely, which makes fans feel more cordial.

Entertainment of stories and endorsements. In Weibo, hotels can create typical hotel roles that fans are interested in, such as lobby manager, chef, bartender and waiter. , and use their eyes and tone to explain all kinds of vivid and interesting stories that happened in reality, and gather into the "Hotel Weibo Drama" that fans are eager to watch.

Improve Weibo's e-commerce function.

It is found that a considerable number of Weibo fans choose hotel reservations and reservations according to the information they see on Weibo. Hotels should improve information services and consultation, and provide diversified information services and consumption choices for Weibo fans. In the tourist season, the hotel can timely predict the weekly room reservation information, including hotel star rating, room number, reservation rate and reservation telephone number. You can also use the functions of e-commerce and electronic payment owned by some Weibo platforms to realize the online experience process of booking, payment and comment integration; You can also use hyperlinks, pictures, videos and other ways to show the hotel's software and hardware facilities, service processes, environmental atmosphere and so on. Let fans "seeing is believing".

Play the role of opinion leader

Hotels should give full play to the appeal of opinion leaders in Weibo, and make as many target customers as possible take the initiative and be willing to accept the information to be conveyed by the hotel, so as to enhance the marketing effect in Weibo. For example, the second "My Shangri-La" photo contest held by Shangri-La Hotel Group invited judges including Tian Zhuangzhuang, a famous film director, Wang Chuan, vice president of the School of Design of the Central Academy of Fine Arts, Zheng Gu, deputy director of the Visual Culture Research Center of Fudan University, and Hong Huang, a well-known media person, which attracted a lot of comments and forwarding from fans, attracted the attention of tens of thousands of Weibo fans at a very low cost, and successfully achieved the purpose of promoting hotel brands.

Practice has proved that hotels can not only effectively perceive customers' needs and enhance the hotel's popularity through Weibo, but also maintain customer relations at a lower cost, expand customer resources and let the information of hotel products and services pass out. Therefore, hotels should attach importance to developing the commercial value of Weibo marketing and adopt correct marketing strategies to make Weibo play a greater role in marketing.