Lessons in building your hotel’s internet fanbase

Building an online community of raving fans is something many marketers attempt, but not all achieve. When done correctly, it can be a powerful way to build loyalty and spread your message. The bad news: It’s not something that can be forced.

Photo by Anirudh Koul on Flickr

You can’t force people to be fans

The web is all about democratization – putting power in the hands of its users. We love that when users generate positive content about our hotel, but it also means we have less control over what they say. For this reason, you cannot coerce an effective community.

You CAN plan elements of success

I’ve been involved in the launch and management of about a half-dozen online communities across a wide range of topics, and have noticed patterns develop for what works. While all marketing is experimentation to some extent, I hope you can take some of these best practices in growing your fanbase.

Why do you exist?

Before developing an online community for your hotel or brand, make sure you have a strong reason for doing so. People don’t usually join an online community unless they receive attractive benefits. What compelling reasons can you offer?

To build this value, you may consider creating the community around a concept that is larger than just your hotel. Would promoting your city or area draw more visitors and add more value? What about dedicated information for a specific niche you serve?

Understanding online leadership

Good online communities require strong leadership – which doesn’t always come from the organizer. Many times a couple members will emerge as natural leaders. Let that happen, and enable them to lead. Give them moderation roles, and involve them in the planning. You need to release control to some extent.

Good moderation – not censorship – is important

Inevitably someone will eventually say something you don’t agree with or feel damages your brand. To maintain your credibility and authenticity, you need to avoid censoring these comments. Public negative feedback needs to be addressed publically – not instantly removed as a knee-jerk reaction.

That said, strong online communities have a set of values that they expect members to abide by. Abuse and personal attacts cannot be tolerated. It’s a fine line to walk between moderation and censorship of detractors. The first is essential, the second must be avoided even in appearance.

Members attract members

Online communities are a prime example of the network effect – their value increases with its size. In order to build a vibrant community, you need to build your user base. For that to happen, you need to promote like crazy. Link to the community from your other outposts on the web. Advertise and recommend it on your main website.

Plant content to get started

Upload photos, videos and other hotel information. Post some questions to get the discussion going. Post valuable content that will attract traffic and encourage feedback and interaction. There needs to be activity to attract new members.

Some suggest using dummy accounts to create the illusion of activity. I don’t think that is wise or nessessary. Instead, get members of your staff and people you know involved from the beginning.Real people and real interaction gives you real credibility.

Generate some buzz!

Start a contest. Announce a giveaway. Break news in the community first. This draws traffic, encourages participation, and rewards your fanbase by making them feel like an insider.

Offline fans make strong online fans

It’s interesting to note that some of the strongest online communities are built around offline relationships. Even in the digital age we live in, we still need real human interaction. The popularity of Meetup.com is a good example of this. How could you provide opportunities for your online fans to get together and build friendships offline?

Your goal: integrating the digital experience

Obviously, one of your biggest target groups for the online community will be your hotel guests. You need creative ways to invite these offline fans to your online presence. (Hint: it’s probably going to look similar to the ways you encourage social media reviews.)

Facilitate content co-creation

Many online communities thrive on sharing rich media and other content. (Just look at Flickr.) To make this happen among your fanbase, you need to make creating content easy. Link to your presence on media sharing sites, and provide keyword tagging and content submission suggestions. Make it easy for your guests to create content and share their experience.

The platform doesn’t matter

A successful community can be built around a forum, a blog, or on a social networking service such as Facebook. There is some debate out there on whether you should use an existing network or build your own on a service such as Ning. In my opinion it doesn’t matter. There are some good examples of online communities across a variety of platforms:

• New York’s Pod Hotel uses a forum to connect guests
• Wnydham uses a microsite with a forum and blogs for Women on Their Way
• Jitendra Jain also uses a microsite with articles, videos, and a forum for his Young Hoteliers community
• Amy Graff blogs for Best Western at On The Go With Amy