An innovator marketing client in the hospitality industry faced the challenge of maintaining a consistent and appealing organic presence on social networks for a wide range of restaurants they manage. This need arose from the difficulty of hiring senior social media marketers capable of producing personalized content for each location, taking into account their specificities and identities.
Understanding the company
An innovator marketing client in the hospitality industry faced the challenge of maintaining a consistent and appealing organic presence on social networks for a wide range of restaurants they manage. This need arose from the difficulty of hiring senior social media marketers capable of producing personalized content for each location, taking into account their specificities and identities.
The Challenge
The challenge for the technical team tasked with developing the Social Media Content Generator lay in creating a scalable and versatile platform capable of meeting the diverse needs of the marketing agency and its clients. This includes designing an algorithm that can efficiently analyze the unique characteristics and brand identities of each restaurant, and generate personalized social media content accordingly
Additionally, the technical team had to ensure seamless integration with external platforms such as TripAdvisor for real-time review collection, as well as with restaurant websites and social media platforms to maintain a consistent flow of relevant data. Moreover, we needed to implement robust data management systems to handle the vast amounts of content and user data generated by the platform.
The platform had to be user-friendly and intuitive, allowing marketers to easily configure and customize social media posts while saving time and optimizing their marketing efforts.
Objective
The primary goal of partnering with Cube was to develop an MVP that would allow testing of functionality with the platform's existing clients. It was essential for the MVP to generate configurable social media posts for Facebook and Instagram, tailored to the needs of each client. Additionally, the algorithm needed to be in constant connection with platforms such as TripAdvisor for continuous review collection, and with the restaurant's website and social media platforms, thus ensuring a consistent flow of relevant and personalized content.
MVP Development
We conducted a Product Discovery workshop in which we understood the client's needs as well as the end user's needs. Our objective was in the first place to understand what data the client already has, and how we can use it to customize the algorithm for their needs.
Secondly, we needed to understand the process of how a social media marketer plans and writes a post for one restaurant. Third, we needed to understand the variety of a social media post and what are the main factors that affect the process of writing.
In the end, we created a social media content generator companion, capable of staying up to date with everything about a restaurant by collecting information from different sources. A feedback system, for the social media post was also implemented to the final user, a mechanism used to fine-tune the algorithm. The user can control parameters like length, tone of voice, scope, audience, photo description, and user input description.
Customized Algorithm
We have developed an algorithm based on GPT-4 that continuously connects with external platforms, such as TripAdvisor, to collect real-time reviews, as well as with the websites and social media platforms of restaurants. This enables us to generate personalized and unique organic content specific to each restaurant.
Configurable Post Generation
Our solution enables the creation of configurable social media posts for Instagram and Facebook, ensuring that each message is tailored to reflect the unique voice of each client restaurant. This automated process helps save time and optimize marketing efforts.
Understanding Each Restaurant's Identity
By adopting a bottom-to-top approach, we ensured that the algorithm deeply understands who each restaurant is. This involved analyzing the unique characteristics of each client, from culinary style to preferred communication tone, to produce content that resonates with the target audience.
In the overwhelming and oversaturated universe of social media, it gets harder and harder to stand out as a hospitality company. The challenge intensifies for marketing agencies catering to this sector, tasked with generating authentic, original content for numerous clients within tight deadlines. As they strive to scale their operations, the deluge of content and data management becomes overwhelming, threatening their ability to stay relevant. What they need is a social media content generator companion—a tool to invigorate creativity and streamline their time-consuming daily tasks.
