Stockholm has a reputation of having a costly and heavy in demand accommodation issue. But what if I would tell you that there is a way to live for free in one of the best hotels of Stockholm
We will come back to Stockholm a little bit later.
Do you remember a few years back when Jimmy Kimmel started encouraging people to delete their surplus Facebook friends? Because, let's face it, none of those 3,567 people you 'friended' are actually your friends.
Turns out, doing that might have cost you a pretty cool freebie.
It's a good time to be a popular person on Facebook, Instagram or Twitter, as hotels have started to offer 'freebies' in exchange for recognition on social media.
After I've read Groundswell , I realized that I want to find out how hotels energize their customers.
Hotels are opening up to the commercial opportunities when tourists post rave reviews on social media channels, so thousands of hotels' followers can see them, and share their experience with their friends.
Many hotels are more than willing to offer healthy perks and discounts, so long as payment is offered in the form of positive reviews online, plenty of companies are looking to reward users and gain publicity for their brands.
Brands do make offers to their customers, creating additional value for them and motivating them for a long-term relationship relying on "[...] the power of word of mouth by connection with, and turning on, your most committed customers". (131 Groundswell).
Here is an example of an outstanding using of energizing method in a hotel.
As the Mirror says, a hotel in Sweden is offering discounted accommodation to those with a high number of Facebook friends and Instagram followers.
that usually costs £230.
Anyone with 100,000 followers on Instagram, 2,000 private Facebook friends or 100,000 on a fan page, will be gifted seven nights per year at the hotel free.
The catch is that, in return, the hotel expects social media publicity. As a visitor, you must share a post when making the reservation, then again at check-in and one at check-out. The post must mention the hotel's website and Facebook page.
The 'Instagram hotel'
The unique boutique 1888 Hotel in Sydney, Australia encourages guests to take photographs of the furniture, rooms and views and post them on Instagram.Instagram users with at least 30,000 followers are eligible to receive a free one-night stay. Those who have fewer followers can share their snaps of the hotel on Instagram for a chance to win a free night.
The Sol Wave House hotel in Mallorca has Twitter-themed rooms decked out in blue and white, iconic color scheme. When guests check-in they are given access to an exclusive Twitter app, only available on the hotel's wifi.
Guests at Sol Wave can then tweet each other, share photos, send private messages, see who's online using the #SocialWavetag.
Anyone who stays in the suite gets 20 per cent discount on all bars and restaurants, VIP hammocks and customized mini bars.
You can see the result of Nordic Light Hotel's promotion on the picture bellow.
In general, consumers fulfill the role of advertising media. They are willing to recommend the brand in social networks and among their friends (“power of word of mouth” (131 Groundswell), spread the words about offers and engage other consumers in the communication.
All this is great! But then I thought, what about the future? At what point does social media as currency will stop being a bonus and become a necessity? Will my loaf of bread one day cost me more if I don't have 50,000 followers? What do you think about it?
In general, consumers fulfill the role of advertising media. They are willing to recommend the brand in social networks and among their friends (“power of word of mouth” (131 Groundswell), spread the words about offers and engage other consumers in the communication.
All this is great! But then I thought, what about the future? At what point does social media as currency will stop being a bonus and become a necessity? Will my loaf of bread one day cost me more if I don't have 50,000 followers? What do you think about it?
What an astonishing examples, Irina! This is so simple and so smart at a time. And even if you’re not involved in social media, your customers are and
ReplyDeletethey’re talking about you. One Facebook account about Marriott was created by customers completely independently and already has more than 250 000
fans! How cool is that!
Yes, it is really cool. Just involve the clients and then they can do everything (if they are satisfied, of course). You have to feel the time, to keep up with time!
DeleteThe post is very fascinating, Irina! And all the examples are very vivid.
ReplyDeleteOnly a few years ago such stories would have seemed as something incredible. But now it is a reality with all its benefits for both sides: brands and customers.
And it is certainly just exciting to think about future development of advertising media. Probably it is hard to predict how it will be changed in the next few years.
Anyway, thank you for the great post and the interesting topic to think about!
Really, Irina, could we imagine only some years ago our current digital reality. Instagram, FB, Twitter... endless list. But we live in modern rapidly changing world and we should adapt for the reality of this world. And energizing the customers is very good way, for the hotels especially.
DeleteVery newsworthy! The idea reminds me an old Russian proverb "Do not have one hundred roubles, have one hundred friends". I don't even know what is better: to make friends for friends and to get perks afterwads? Is it a friendship for the sake of personal gain? Well, maybe having lots of friends and followers on social media is an instrument for measuring the success. Thank you for an interesting observation, Irina :)
ReplyDeleteSure, Svetlana. From one side, to have a lot of friends in social network it is benefit, as we can see, but from another side "none of those people are actually your friends", but any case it is a good way for the hotels and another companies to involve the customers.
DeleteBut what do you think if really social media as a currency will become a necessity in future?