HTM3204 | Technology Strategy in Hospitality and Tourism

HTM3224 | Technology Strategy in Hospitality, Tourism and Events

Tutorial 11 | Social media marketing (II)

In line with the exercises we did in the previous tutorial session, in this session, you will be asked to
review “Post report” from Hotel ICON’s Facebook Insights and answer some questions raised by the
Assistant General Manager of Hotel ICON. In addition, we would like to ask for your help in creating a
creative post for promoting “Iconic Hour” at Green.

Individual assignment (1 points):

 You will have ONE WEEK to finish ALL tasks designed for this session. After you finish:
 Save the completed Word file with the file name of “[Your Student ID]_TUT11.docx”
 Submit the completed file to Blackboard (Tutorial 11 | Assignment)

Introduction

Step 1: Preparation and setup

 Download the file “Tutorial11_Post Report.xlsx” from Blackboard

 Download the file “Tutorial11_Report.docx” from Blackboard, and re-name it into

“[Your Student ID]_TUT11.docx”

 Open both files

Step 2: Review the report and share your insight with the Hotel ICON’s management

Imagine that your classmates and you are currently working under Mr. Ian Lee’s – Assistant General
Manager of Hotel ICON – supervision. As a member of Mr. Lee’s team, Mr. Lee wants you to:
 #1 - Review “Tutorial11_Post Report.xlsx” – Page report (from Jan 1 – Feb 26, 2018) from Hotel
ICON’s Facebook Insights;
 #2 - Answer the following three questions:
HTM3204 | Technology Strategy in Hospitality and Tourism
HTM3224 | Technology Strategy in Hospitality, Tourism and Events

Q1 Based on your analysis on the figures in "Post report", Hotel ICON's Facebook Page
is often used to promote which department's products?

Based on the analysis, F&B – Green has the highest number of post related to it.
Therefore, the page is often used to promote their products.

Q2 The Director of Revenue Management wants to know which "type" of post can help
acquire a higher average number of "like", "share" and "comment". Can you help
him to identify the answer?

Video post acquire the highest average number of “like”, “share” and “comment”.
The average number of “like” is 38.7, the average number of “share” is 9.8 and
average number of “comment” is 15.

Q3 The General Manager speculates that posts can acquire a higher number of organic
readers / audience if they are published in the afternoon. Can you check if his
speculation is correct?

It is correct. Because the average of post organic reach is 4129.7 which is about 1
thousand more than in Mid-night, the second highest.

Individual assignment:
□ Task 1 – Utilize the PivotTables to help you find the answers for the above three questions
□ Task 2 – Write down your answer in the above boxes
HTM3204 | Technology Strategy in Hospitality and Tourism
HTM3224 | Technology Strategy in Hospitality, Tourism and Events

Step 3: Create one new post for Hotel ICON management’s consideration

Mr. Lee wants you to create one creative Facebook organic post that will be used for promoting “New
Set Lunch Menus” offered by Green (the restaurant on the Ground floor of Hotel ICON):
 Link to the webpage:
https://www.hotel-icon.com/offers/new-set-lunch-menus
 Link to the menu:
https://www.hotel-icon.com/public/images/GREEN_set_lunch_online_sample_menu.pdf

The post you create:

 Can be written in Chinese or English
 Can use any pictorial / audio-visual file which is available on the Internet (** Source must be provided)

Type your text here:

Feeling bored to cook at home these day? Don’t miss out the new Express Lunch Menu at
GREEN. We provide you the main course with seafood, gourmet or vegetables, as well as
savoury starter and dessert. There must be something for you. Let’s make your everyday
be a #greenday!
#hoteliconhk | #expresslunch | #green |
Type the image link here:
https://static6.orstatic.com/userphoto2/photo/V/P7Q/04ZB156AD146749A97BE48px.jpg

Individual assignment:
□ Task 3 – Design one post according to Mr. Ian Lee’s requests.
HTM3204 | Technology Strategy in Hospitality and Tourism
HTM3224 | Technology Strategy in Hospitality, Tourism and Events