If a message is important, you should send it yourself. The Sacher Hotels in Vienna and Salzburg – and especially the world-famous Sacher-Torte – were rather prominent on Facebook, even at the start of the project, but only through pages created by fans. Those pages were of mixed quality. The Sacher Hotels also wanted to make the originality of the Sacher-Torte an issue on social media platforms and therefore became active on Facebook themselves.
The aim was to provide viral support for the business objectives of the areas “Hotels“ and “Sacher-Torte“. For this we were to develop an effective and lasting social media strategy with focus on Facebook, define appropriate measures and implement them together with Sacher. The social media activities were to have the following effect:
In the area of "Hotels":
Increase bookings (especially online)
Addressing a younger audience
Increase the level of recognition of the Sacher Hotels
In the area "Sacher-Torte"/Online-Shop
Increase the level of recognition of the Sacher-Torte (or keep that level as high as it is) for a younger target audience
Increase the online share
The regional focus lies mostly on the following countries: first of all Austria, Germany, USA, UK; then Russia, Italy, France, Switzerland, Spain and finally the rest of Europe.
Services and Approach
To achieve a lot as quickly as possible – that’s what the Sacher Hotels wanted to do when they entered the social networks. And we (successfully) assisted them in doing just that.
Social-Media Appraisal and Monitoring
Content monitoring: How much and what is said about “Sacher” on social media platforms?
Best-Practice-Analysis: What are other hotels and specialty providers all over the world doing? What are the best examples? Which features/ solutions could be relevant for Sacher?
Developing a Strategic Concept and a Mix of Measures
Determining target audiences and measurable target criteria
Identifying core areas of content: What can and should be communicated? Is that attractive enough? Is there enough material to be active in a lasting way? What is the right content mix?
Determining a mix of measures and a phase model: Which platforms are continuously monitored? Which social media platforms are used? How are the in-house media integrated (website, online shop, newsletter)? What is the useful chronology for the measures?
Creation and Maintenance of a Facebook Presence
Creation of the two official Sacher Facebook pages for Sacher Hotels and Sacher-Torte
Content editing and populating (postings, photos, maybe videos) on the basis of the content concept; basic language: English
“Basic population” of the Facebook pages with “people who like this”
Over several months continuous maintenance with regular postings (about once a day), answers to user questions in close cooperation with Sacher
Building an Editorial Staff
Training the in-house editorial team and handover of editorial responsibility
Availability for troubleshooting, continuous advice for further development
Social Media Strategy
We are especially good when we manage to make ourselves redundant. This is what we achieved with the authentic, media-compatible communication strategy for Facebook.
Consistent community work instead of “buying from friends”; so almost no social campaigns and Facebook apps, focus on posting content
Real friends are better: Sacher Facebook friends should be real fans, who really get involved on the Sacher pages
For maximum authenticity: careful building of an in-house editorial staff instead of external support: All postings come directly from the company,
A glance at the pages shows how well the strategy has worked out and what viral force has developed: Almost every posting gets between 50 and 300 “likes” and comments.
The average engagement rate per posting is of 4.2% (as per April 2014) for the Facebook page of the “Original Sacher-Torte”. By comparison: Julius Meinl: 0.7%; Le Meridien: 1.0%; Erste Bank: 0.1%.
Overall the site “Original Sacher-Torte” is bustling with about 12 000 real fans and the page “Hotel Sacher Wien – Salzburg” has about 17 000.