- Facebook acquires Instagram in April 2012
- Yahoo’s recent acquisition of Tumblr
- The Global President of iProspect announces his new position as President of relative unknown Skyword.
- The recent beta release of Vine
- The growing ascendancy of Buuteeq in the hospitality industry
Along with a shift from text to image, the Post-text Internet is also noteworthy fordynamism of content. Stale content does not sell to consumers, and it does not sell to Google’s search algorithms either. I’ve discussed the concept of Content Optimization and how this can be deployed at hotels. If you’re selling an experience, dynamic image content will grow in importance for some time to come.
The market events that I mentioned above are all part of the macro trend that is the emergence of the Post-text Internet, and Iinterpret these moves as big signals that this shift will be upon us sooner rather than later. As we enter this new era, we will slowly lose the distinction between “content” and “social content”. “Social Media” will simply be “media” and guests of all types will expect you to sell your experience with dynamic image-driven content across a variety of channels. In particular, they will expect such an experience on your owned digital assets (like your website). Our current internet construct of “social” occurring in one place and “static” occurring in another will simply go away.
In light of these trends, our advice is to take operational steps now.
- Set up a content optimization assessment that helps to determine what kind of content would be most meaningful coming from your hotel. Hint: Resorts do better with inside-facing content (photos of fun at the beach, pool, ski slopes), while urban and limited service hotels do better with content related to the overall area (notes about special sporting events, seasonal local events, etc).
- For destinations: Contract with someone to rove the property and take candid photos and videos that can be posted on your various channels (traditional and social). For other hotels, find a resource who can put in small amounts of regular time to publish content based on your region.
- Begin to investigate website solutions that enable frequent updates of bright photos and video. Your winning solution should enable single-source publishing to desktop, tablet, and smartphone
- Focus on the big picture. In addition to looking for ROI metrics focus on competency and expertise. Look for signals that you and your team are beginning to internalize the difference between old content and new "Post-text Internet" content. If you get this right, the page visits, conversion rates, and revenue will follow.