How Electra Hotels Succeeded in Social Media Marketing?
A case study about Electra Hotels, and how they managed to maintain their untarnished presence in the hotel industry using Mentionlytics.
Electra Hotels and Resorts marked the beginning of their first hotel in 1965. They further expanded their horizon to multiple locations in Greece and hosted over 6.5 million travellers in their luxurious properties.
Their services reflect traditional Greek hospitality and provide a homely environment to their guests. As Electra Hotels have already accomplished half a century and are embarking further towards another incredible milestone, they aim to create a contemporary experience for 21st-century travellers.
Electra Hotels have maintained its untarnished presence in the industry for a long time, and they wish to continue it in the digital world. Hence, to achieve this mission, they outlined the following objectives:
- Maximum data coverage of hotel mentions across social media and web
- Know what’s happening in the market
- Manage their brand reputation
- Determine the performance of social media campaigns in terms of engagement, social reach and sentiment analysis
- Adopt an advanced reporting system
- Improve customer service
What Challenges Electra Hotels Faced?
With many social media accounts of multiple properties, it was a daunting task for Electra Hotels to supervise activities on all of them. The marketing team wanted to improve their collaboration and make sure that all mentions from the web, social and review sites were under their notice, in order to be able to apply an effective reputation management strategy. Hence, they started searching for social listening tools to gain assistance in managing hotels’ reputations and improving their functioning.
Why They Approached Mentionlytics?
At first, Electra Hotels used other social media monitoring tools. However, they weren’t satisfied with the provided data and features. The tools didn’t align with their goals of covering social mentions across the web and the leading platforms, assigning tasks to the team, or preparing custom reports to analyse data.
That’s when they began a free trial period with Mentionlytics and noticed the difference.
How Mentionlytics Helped Electra Hotels Achieve Their Objectives?
Maximum coverage of hotel mentions across social media and web
In the hospitality sector, Google Reviews play an integral role in the brand mentions along with other sources, such as blogs, forums, videos, social networking and other review sites, in maintaining reputation and popularity. It was a feature of great importance for Electra Hotels and that’s why the Mentionlytics developer team personalised this feature upon their request, both for Electra Hotels as well as for other clients.
Know what’s happening in the market
Through Mentionlytics, the Electra Hotel team created several trackers of competitors to learn what customers talk about them, their influencers’ activities, market trends, and campaigns they were running on social media. The “Top Keywords” feature helped them analyse the keywords and hashtags used by their industry or their competitors, country and channels of mentions, and find the posts with a high level of engagement and social reach. They used all these data to build custom reports and make tactical decisions based on the available information.
Through “Share or Voice” they had a clear view of who is leading the market. They managed to stay on top of the competition based on the insights they gained both for their, as well as for their competitor’s, actions.
Manage the hotel’s reputation
As Mentionlytics covered most of the channels, Electra Hotels could connect with most of their online customers and resolve issues at the right time. Mentionlytics also eased coordination for their marketing team as they enabled the login of multiple team players at one time and reflected all the necessary information on a single dashboard. The team managers could assign tasks to their team members and divide responsibilities as there were plenty of conversations to handle. The Social Intelligence Advisor (SIA) alerted them through emails whenever it detected an unusual increase in mentions and helped them to prevent an upcoming crisis.
This way all the team members remained on the same page and formed a uniform strategy that helped Electra Hotels maintain its brand reputation and eliminate all the miscommunication troubles.
Determine the performance of social media campaigns in terms of engagement, social reach and sentiment analysis
Electra hotels created a special campaign for Valentine’s Day and the Mentionlytics team helped them with relevant filters to procure the best results on campaign reports. The overview feature of the tool reflected all the activities on the dashboard ranging from engagement to sentiment analysis through pie charts, maps and account summary boxes, and determined the impact of the social media campaign. As their positive sentiment analysis increased by 46,3%, it was clear that customers liked the campaign and engaged with the brand quite well. Total engagement increased by 22,4%. The AI-empowered Social Intelligence Advisor (SIA) guided the Electra team about their and their competitors’ most engaging hashtags, as well as tactics that worked in their favour.
Adopt an advanced reporting system
Mentionlytics has an exclusive drag & drop report building feature that helped Electra Hotels create various custom reports as per their goals. For instance, they wanted to identify the best influencers in their industry to bolster their marketing strategy, which became possible with the help of the Mentionlytics “Top Influencers Report“. The reporting system is integrated with various filters, which helped in furnishing accurate results as required by the organisation.
Improve customer service
Electra Hotels wanted to improve response time with customers and know every conversation that entailed their brand to react accordingly, such as resolving issues or identifying an opportunity to engage if a customer is looking for a recommendation at a particular place or to guide them about the destination. With Mentionlytics, they could monitor all crucial messages in one place, stay on top of the conversations, reduce their response time and engage with customers.
Total mentions for Electra Hotels increased by 57,9% for the period studied. Additionally, using Mentionlytics, Electra hotels improved their workflow with better team collaboration, had better control of the campaigns through the insights and our customer support, and assessed the extent of their brand awareness. Further, they continued their utilisation to improve customer satisfaction and maintain the authenticity of their brand.