Why Personalization is the Next Big Opportunity in Social Media Marketing
By Ash Read
Social media marketers are always looking to uncover the “next big thing”, and as we head into 2019 personalized social media engagement is becoming the latest must-have strategy for businesses of all sizes.
According to recent Epsilon research, 80 percent of consumers are more likely to do business with a company if it offers a personalized experience.
And this applies to social media too. Today’s social media users want to interact with brands on a personal level and be treated as individuals.
But how exactly do you go about creating personalized social media experiences?
Look no further than Kimpton Hotels and Restaurants. Kimpton truly understands the importance of personalization on social media and has built a team that’s focused on delivering “ridiculously personal experiences” to customers both online and offline.
How Kimpton provides personalized social media experiences for customers
Director of Social Media at Kimpton Hotels & Restaurants, Whitney Reynolds has spearheaded its shift towards a more personalized social media strategy and Kimpton now uses social media as a way to provide surprise and delight to everyone the business interacts with.
“At Kimpton, we believe that heartfelt, human connections make people’s lives better. That’s why we go out of our way to create what we call ‘ridiculously personal experiences’ both on property and online.”– Whitney Reynolds, Director of Social Media, Kimpton Hotels & Restaurants
For example, when one customer tweeted about the great in-person experience they’d received at a Kimpton hotel in Nashville, its social team continued that experience by sharing an additional recommendation to enhance the customer’s stay:
The Kimpton social media team is also keen to ensure that these one-off, in-the-moment interactions aren’t lost:
“We ask a lot of conversational questions so that we get to know more about each guest every time [we interact on social media], and we use a social CRM to make note of the interesting things that we want to remember about you.”
So if you were to share that you love pugs, have four kids, or fundraise for a particular nonprofit, Kimpton will make a note of it ready for your next conversation.
“We treasure this information,” Whitney said. “It means we don’t have to start from scratch with every conversation on social. We’re picking up with our followers where we left off.”
The importance of human-to-human interactions
While technology plays a part behind-the-scenes, Kimpton’s social media personalization strategy is powered by humans — and Whitney sees the team as the most important part of this strategy.
Kimpton’s social media engagement is handled by its Social Listening Desk, a team that responds to social chatter 24/7/365 across all its social channels.
“We hire for heart. Technical writing skills and knowledge of social platforms are important, but the most essential qualities we look for in a Social Listening Desk team member are empathy, heart and a sense of humor.”
“For our social media team, it’s really about finding the right people from the start – the ones who innately go out of their way to connect with each person, and get a real kick …read more
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