It ’ s not about the badge , If you wIll , but It ’ s really about comIng away feelIng lIke you ’ ve had thIs really meanIngful , authentIc experIence .”
sharing information that is authentic to each brand ?
We actually manage social media two ways . One is from a customer-care perspective , which is a response to anything people may say across channels and the brands . The other is the push of information on various channels , and each brand has its own voice to be quite authentic .
To even go a little bit further , we encourage each hotel to use social media channels , as well , obviously within our guidelines and making sure we ’ re staying close from a messaging perspective to the brand . But we want there to be a pretty good infiltration of conversation in social .
You have to have a presence and be very cognizant of what people are saying about you because quite frankly companies don ’ t own their brands anymore . The people own the brands , right ? H : So , is social media a brand builder or a business driver ? TE : I don ’ t think we ’ re ready to put an ROI on it yet .
Best of coffee
WMF CultureCup
“ It ’ s not all about the show anymore .
It ’ s not about the badge , If you wIll , but It ’ s really about comIng away feelIng lIke you ’ ve had thIs really meanIngful , authentIc experIence .”
Tina Edmundson
Intuitively people believe it has an ROI , but right now it ’ s just part of the business we do . You can ’ t not be present , but you can ’ t also say , “ Hey , the only reason you ’ re doing it is for an ROI ,” because that ’ s not really true .
H : It ’ s really tough to recruit and to retain . How is that process evolving for your brands ?
TE : First , we do something called employment branding . We make sure we are speaking to our candidates in the voice of the brand . For example , if we ’ re recruiting you for Edition , we want to make sure everything you see as a potential employee of Edition actually looks and feels like Edition . It ’ s sort of marketing to that right group and audience in the right voice .
Then there ’ s this notion of unique sourcing to find different people . You have to look for the type of people that most closely resemble your customer because that ’ s how you ’ re going to deliver the best experience . So , for a brand like Renaissance that is about finding the next cool thing in the city . One general manager told us recently that he ’ s gotten all of his navigators from this company that provides these ancillary services to tourists because that ’ s their core competency .
WMF Hotel A brand of proHeq GmbH D-75217 Birkenfeld , Germany Phone + 49 ( 0 ) 72 31 / 4885 500 Fax + 49 ( 0 ) 72 31 / 4885 590 info @ wmf-hotel . de · www . wmf-hotel . de info @ wmf-hotel . de · www . wmf-hotel . de
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