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Social Media Communication Hexagon (SMC Hexagon)

The Social Media Communication Hexagon is strategy tool which will assist Digital marketers to have insight into creating effective digital marketing plans.

Social Consumers Facebook Twitter Trip advisor Social Bookmarking YouTube/ Flickr Communication Type Blogs/ Email Websites/ Write-ups Wikipedia News/Articles Informing Selling Interacting Involving Pull Strategy and users Destination and environment Awareness efforts

Local
Cuisine

Local Culture
and community Push Strategy

YouTube/ Flickr
Static Low Hotel and Services Price and offers Marketing efforts

Frequency of Communication

High

Original work by - Manoj KUMAR www.digitalhospitality.info manojkumar297@gmail.com http://twitter.com/digitalhotels

Understanding the Social Media Communication Hexagon Some of the questions answered by the SMC hexagon are What content to communicate? How much to communicate? Through what medium to communicate? How to create a balanced Push and Pull strategy? Definition of terms in social media communication hexagon X axis Frequency of communication No of times the entity decides to communicate with its customers Y axis Type of Communication (Fig 4.a, 5.c, 5.d) Static Traditional forms of communication. Generally one way communication Social Social media based communication. 2 way communication Elements of the hexagon The elements were derived from fig 3.d. A weighted average was determined the relative importance to consumers of each of the element. Destination and environment About the destination where the entity is based and environmental aspects of the entity. Local Culture and community About the local community and its culture. The communication could also include local handicrafts which could be sold online. Prices and offers Various offers and packages that the hotel holds Hotel and services About the hotel and the various services provided by the hotel. Also can include activities like nature walks, wind surfing, sightseeing etc. Local cuisine About local flavours and food. For eg. How the hotel is fusing or showcasing the local flavours to create unique signature food. Consumers and Users Consumers and user comments. Post stay comments and recommendations. User generated videos and articles.

Original work by - Manoj KUMAR www.digitalhospitality.info manojkumar297@gmail.com http://twitter.com/digitalhotels

Elements of the matrix Involving High Frequency, High use of social media. Interacting Low Frequency, High use of social media Informing Low Frequency, High use static channels Selling High Frequency, High use of static channels Quadrant Classification Involving and interacting These quadrants create the awareness and act more like a pull strategy. Informing and selling - These quadrants create the marketing effect and act more like a push strategy.

SMC Hexagon was created after completing a worldwide survey for my masters dissertation. Business school Name Original work by Website Email Skype Twitter LinkedIn Online Resume - Vatel International Business School, Nimes, France, www.vatel.com - Manoj KUMAR - http://digitalhospitality.info - manojkumar297@gmail.com - manojkumar297 - @digitalhotels, http://twitter.com/digitalhotels - http://fr.linkedin.com/in/manojk2007 - http://digitalhospitality.info/online-resume-cv/

Original work by - Manoj KUMAR www.digitalhospitality.info manojkumar297@gmail.com http://twitter.com/digitalhotels