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Doyle Collection

Helping a hotel group make their social media sing
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Brief, January 2015: To create a cohesive social media strategy for a hotel group with seven properties: three in London, three in Ireland and one in Washington DC, including flapships The Westbury (Dublin) and The Kensington (London).

We met the staff running social in each hotel and carried out an audit, suggesting the closure – and creation – of social channels. We stuck to the three main channels for the initial phase: Twitter, Facebook and Instagram,

We identified the key characteristics of each hotel, appointed ‘social champions’ in each and carried out bespoke training for staff to suit that property’s needs. We then set targets for followers and engagement, while maintaining ad hoc training on request.

It wasn’t just about setting targets: we produced weekly reports on best use of social, news and benchmarking, delivered each Monday to cover the previous week.

We then had a weekly conference call on Monday afternoons with the social champions to discuss the report and other topics. We also gave feedback to the company on how best to incentivize staff to contribute social media content.

Furthermore, we produced monthly individual reports for each hotel (plus five key in-house restaurants that had their own social channels) setting out figures in relation to targets and best-performing content, while running a competitor analysis for each.

At the end of the one-year project, we handed the reins back to the group so that it could build on these solid foundations. During 2016, followers topped 100,000 and engagement rose to 3.2%.

“Really appreciate all your hard work over the last year: you have been a great help and support to the team in bringing together our social media platforms. Best of luck for the future and no doubt our paths will cross again,” – Pat King, CEO, The Doyle Collection.