Social Media Services

Social media can be a daunting channel for any business. Over the last few years, it’s become increasingly difficult for hotels to grow a following on social channels, which now often prioritise media spend over anything else.

We are asked the same questions by hoteliers all over the world. How can I grow my Instagram followers? How often should I post on Instagram and Facebook? How much should I spend? Should I consider other platforms like Snapchat, or Pinterest? How can I make sure I reach the right audience? What works and doesn’t work on social media?

JCMT’s co-founder Jerome has led the strategic output on social media for some of the world’s biggest brands - we apply his knowledge to our clients’ businesses to help you make an impact on social media.

When it comes to social media, we cover a number of key areas:

Strategy

We undertake a thorough audit of your social channels, identifying your audience, messaging, positioning, channel recommendations. We look at tactical paid social media as well as organic opportunities.

Content creation

We can manage every aspect of content production, from video to photography. We provide a monthly calendar for you to approve, with content and copy. We work with you to develop campaigns based on key calendar moments, specific sales targets and more.

Copywriting

Our copywriters are fully versed in social media and are overseen by our editor, a travel journalist with experience working for leading UK media, including the Guardian.

Community management

Our experienced managers can pick up the reins on all your social media platforms, ensure you stay responsive to customer queries and comments.

Analytics reporting

We evaluate monthly KPIs, test and learn to make sure all future content is optimised to be as effective and efficient as possible.

Social media training

We provide in-house workshops for teams who prefer to manage social media internally, helping you create a consistent tone of voice to reflect your brand personality.

Influencer marketing

We create earned and paid-for influencer marketing strategies that will boost your social media profile and brand awareness.

Case studies: Nightjar and Oriole

The Brief

Nightjar is brilliant at what it does best - serving creative cocktails with a touch of old-school glamour. When we started working with the Nightjar team in 2014, they had just picked up the incredible accolade of third best bar in the world. They now needed everyone to know about it.

We were also asked to support the launch of a new bar - Oriole - from the Nightjar team.

The Solution

We created a social media-focused strategy that would transform Nightjar from a bar known only to cocktail connoisseurs, into a brand to be reckoned with.

The bedrock of the strategy was great photography. We knew that every new Nightjar menu gave us the the opportunity to create buzz and excitement. We produced images that captured the beauty and creativity of Nightjar’s cocktails, helping them stand out in a crowded marketplace. Very few venues have great cocktail imagery - Nightjar had stunning images for each and every one of their long and varied menu list.

The strategy for the launch of Oriole centered around creative social video content, each of which would build on buzz from the last. Through from teaser content to big reveals, each new video gathered more and more momentum from the last. Our final video for Oriole’s 2018 menu was seen more than 800,000 times on Facebook alone, without any media spend. It also generated huge organic conversation and recommendations on cocktail forums.

We used a small media budget to strategically place in front of the most relevant audiences, helping grow our reach and fanbase quickly, using the tools available on leading social platforms to target both geographically and based on interests. We tested and learned, adapting different creative formats and campaign objectives based on feedback from consumers.

We also helped Nightjar empower its best ambassadors and assets - its staff. We trained the team in how to capture stylish images that reflected the brand so they could maintain the quality of content in the long-term.

Results

4 years on, Nightjar is one of the most popular and engaged bars on social media in the world.

Having launched 2 years ago, Oriole is not far behind with 47K followers on Instagram.

Both bars now reach an average of 120,000 people on both Facebook and Instagram every month without having to rely on media spent.