Emerging Issues in Hospitality and Tourism Assignment Sample

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• Subject Name : Social media intelligence

Objectives

Social media has become one of the most effective and efficient tools to manage and promote the businesses nowadays. Businesses are no longer relying on the orthodox methods of business promotion. The biggest reason behind this phenomenon is that the orthodox methods do not provide the businesses with the facility to interact with the market. The methods are considered to be a one-way communication, where the business simply floats their message to the market and they do not get any feedback from the market, or in other words, they do not get to know about the feedback. When a company or brand indulges in active digital marketing through various social media platforms, it provides the brand with an edge over other means of marketing (Sakshi, 2017). Social media platforms are very volatile in terms of reviews and feedbacks. When the brand engages the audience into communication, it is a two-way function and each marketing campaign invokes immediate response from the customers, whether positive or negative. This can be considered very useful for the brand, as this is very active platform to invoke feedback from the end customers, so the brand would know the actual sentiment of the market and can plan its strategies accordingly (Alves, Fernandes and Raposo, 2016).

The primary objective for The Kodiak Club should be to involve into the two-way communication with the customers. To begin the communication process with the market, it is firstly very important to involve the target audience into the communication process. Social media marketing provides this function to the brand and the customer engagement is based on the nature and type of posts that are shared on the portals. The objective of The Kodiak Club should be to share healthy and constructive posts related to the food and restaurant industry in Australia and engage as much as response from the market. It is also denoted that when a food place such as The Kodiak Club engages the customers to raise their feedback, customers are very reactive and often share their experiences online on the portals (Ashley and Tuten, 2016). The objective should be maintained to reply and revert to each and every comment or review which is shared on the portal as the customers find it very pleasing when the business house replies them back on the portal (Krstić and Đurđević, 2017).

Also, it promotes a sense of belonging among the customers for the brand and they feel obliged that their suggestion or view holds value with the brand. The objective of the social media and digital marketing strategy for The Kodiak Club is to create an interactive and involving portal which helps them nurture their client relationships. The outreach is based on the function of involving more and more target customers on the portals and invoking replies and responses from them. The more interactive the posts are the better it is for the brand as it would amplify its outreach to more and more people. When a post is shared on the social media page it invokes comments and likes and when a user comments and likes the post, it is visible on walls of all users in his/her friend list. This further invokes response from the other users and thus increases the outreach of the post. So, the eventual objective is to reach out to the majority of users (Akyol, 2013). 

Target Public

The target audience which is identified in conjunction with The Kodiak Club is the majority of users who are interested in the food industry. The brand has to understand that there are two categories of people online. The first category of people are the ones which simply look at one post and do not react to the post or do not comment any views on the post. These kinds of users are categorized as passive social media users and it is a great challenge to involve such users into the posts (Alves, Fernandes and Raposo, 2016). The second category of users are the ones who actively participate in the posts and share their views on every post they come across. These users can be targeted easily by involving them into engaging posts related to the F&B industry. The very effective methods of engagement include creating polls or sharing posts which invoke the users to tag their friends in the post, so the outreach can be increased. Nowadays, of Facebook, there is a very effective feature of ‘Top Fan’ which is available to the pages and they give this title to users who comment and like posts regularly (Akyol, 2013). This is very effective in engaging the users to further share and spread the brand name. Another key strategy which can be followed by The Kodiak Club is to engage the social media influencers and bloggers, who have a widespread following on the social media channels.

It is advisable to sponsor their ‘on-off’ meal or drinks in exchange for an engaging post on their which highlights the brand name and engage their followers in the posts. This technique is very effective in reaching out to the users, who already have a ‘degree of responsiveness’ towards the social media influencers and the influencer or blogger vouches for a brand, it is very effective in terms of creating social media traction (Ashley and Tuten, 2016). The target of The Kodiak Club ought to be to share sound and productive posts identified with the nourishment and eatery industry in Australia and connect as much as reaction from the market. It is additionally indicated that when The Kodiak Club draws in the clients to raise their input, clients are receptive and frequently share their encounters online on the entries (Juntunen, Ismagilova and Oikarinen, 2019).

The target ought to be kept up to answer and return to every single remark or audit which is shared on the entryway as the clients think that its exceptionally satisfying when the business house answers them back on the gateway. Likewise, it advances a feeling of having a place among the clients for the brand and they feel obliged that their proposal or view holds an incentive with the brand. The target of the social media and digital marketing technique for The Kodiak Club is to make an intelligent and including entry which causes them support their customer connections. The effort depends on the capacity of including increasingly more target clients on the entryways and conjuring answers and reactions from them (Sakshi, 2017). The more intuitive the posts are the better it is for the brand as it would enhance its effort to an ever-increasing number of individuals. At the point when a post is shared on the social media page it conjures remarks and loves and when a client remarks and likes the post, it is obvious on dividers of all clients in his/her companion list. This further summons reaction from different clients and subsequently builds the effort of the post. In this way, the possible target is to connect with most of clients (Atwong, 2015).

Key Messages

The message that the overall social media strategy campaign of The Kodiak Club has to send out to the market is that it is the most happening club of the Melbourne area. The undertones of the posts and comments that are shared on the social media have to maintain sophistication (Lepkowska-White, 2017). The posts must be directed to the category of social media users, who have distinct taste and preference and the messages should not create a “mass” appeal. It has to be understood that the sector in which the business is situated is very niche in nature and there is a ‘high class’ appeal associated with it. The social media messages have to maintain that ‘high class” appeal and follow an effective approach (Akyol, 2013). The key message is that this is not a place for anyone and everyone, but instead it is a place for people who value good food and sophisticated crowd. The whole aim of the social media message is to maintain the ‘upper crest’ position of the brand.

The social media campaigns must also give out clear messages to the market regarding the offers on block and the type of liquor and other drinks that are being served and if there are any daily themes at the restaurant (Alves, Fernandes and Raposo, 2016). The messages that are aimed at the market should be “Loud and Clear”. Social media stages are unpredictable as far as surveys and inputs. At the point when the brand connects with the crowd into correspondence, it is a two-way work and each marketing effort summons immediate reaction from the clients, regardless of whether positive or negative. This can be viewed as valuable for the brand, as this is exceptionally dynamic stage to conjure criticism from the end clients, so the brand would know the genuine opinion of the market and can design its systems as needs be. The intended interest group which is distinguished related to The Kodiak Club is most of clients who are keen on the food and drink trends. The brand needs to comprehend that there are different classes of individuals on the web. These sorts of clients are ordered as detached social media clients and it is an extraordinary test to include such clients into the posts (Alves, Fernandes and Raposo, 2016). 

References

Akyol, Ş. (2013). Social Media and Marketing: Viral Marketing. Academic Journal Of Interdisciplinary Studies. doi: 10.5901/ajis.2013.v2n8p586

Alves, H., Fernandes, C., & Raposo, M. (2016). Social Media Marketing: A Literature Review and Implications. Psychology & Marketing, 33(12), 1029-1038. doi: 10.1002/mar.20936

Ashley, C., & Tuten, T. (2016). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27. doi: 10.1002/mar.20761

Atwong, C. (2015). A Social Media Practicum: An Action-Learning Approach to Social Media Marketing and Analytics. Marketing Education Review, 25(1), 27-31. doi: 10.1080/10528008.2015.999578

Juntunen, M., Ismagilova, E., & Oikarinen, E. (2019). B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics. Industrial Marketing Management. doi: 10.1016/j.indmarman.2019.03.001

Krstić, A., & Đurđević, B. (2017). Social media marketing. Marketing, 48(4), 254-260. doi: 10.5937/markt1704254k

Lepkowska-White, E. (2017). Exploring the Challenges of Incorporating Social Media Marketing Strategies in the Restaurant Business. Journal Of Internet Commerce, 16(3), 323-342. doi: 10.1080/15332861.2017.1317148

Sakshi, K. (2017). Social Media: The Future of Marketing. International Journal Of Contemporary Research And Review. doi: 10.15520/ijcrr/2017/8/07/268