Herm Island embraces Social Media

Monday 22 February 2010

The last few weeks have seen significant marketing activity for Herm Island, which is nothing new at this time of year as the Island prepares to open up for another glorious season. There have been a number of differences to the approach taken by the Island in its marketing activity, moving away from the more traditional routes of National and Regional Newspapers.

"Newspaper advertising in the UK in order to attract news guests to the Island offers great coverage, but at a huge cost" explained Jonathan Watson, Herm's Director of Hospitality. "Reaching a new audience and also reminding previous visitors to the Herm from the UK has, in the past posed significant difficulties given the overall budget that we are limited to. Social Media Marketing has offered us a solution to unlock the potential of utilising our brand advocates to reach these visitors, whilst interacting with them in a very positive way" explained Jonathan.

Herm's directors had decided in the latter stages of the 2009 season that they should update their website in order to allow a number of social media platforms to be linked to it in the future. Submarine began the planning, and also introduced Jonathan to Jo Porritt of Brandguardian who now collaborate on the social media marketing for the Island. Jo has brought a fabulous wealth of knowledge in the subject and has been able to set up and promote Herm on its own Facebook page, and through a Twitter, YouTube and Flickr account. It is certain that significant success has come from Jo's passion, knowledge and creative ability in dealing with social media platforms. 2500 Facebook fans and 185 twitter followers in just two weeks, go a long way to demonstrating how much of a powerful tool these can be with the right product and the best placement.

The social interaction fits in exceptionally well with the customer care culture training currently being developed by Jonathan for the seasonal island team on Herm. Social media offers a two way conversation rather than the more traditional methods of pushing information at unsuspecting members of the public. It encourages response to information, and offers the opportunity for customers to say what they feel about any given message, product or service.
Of course, social media marketing cannot do all of the work. Herm still employs a wide variety of more traditional advertising and marketing methods, from devising its own "What's on" guide in print this year, to significant advertising funds being placed in the Guernsey Press, and to E marketing messages to its database of followers. Herm has also retained a very successful Channel TV campaign which offers brand awareness throughout the Channel Islands, as does the Islands presence on Guernsey buses.

"It will be very interesting to watch the progress of social media marketing throughout the year. The White House Hotel, Holiday Cottages and Mermaid Tavern are all ahead of last year in terms of current reservations" said Jonathan, "it is a very exciting period of time for us, and one that is gathering momentum each week".

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