Tambourine introduces Tout, a new tool enabling hotels to find, capture and obtain usage rights for guest-generated content on social media. Tout has been tested at various hotels in recent months and is now available to all Tambourine clients.
“Hotel shoppers don’t trust advertising anymore, they only trust each other," said Rafael Cardozo, president of Tambourine. “Guest-generated stories, photos and videos are pure marketing gold… and now we can mine it all at scale.”
Here’s how Tout works:
- Content discovery: Using the technology, Tambourine’s social media team can locate relevant photos and stories posted on social media by guests at the hotel and nearby attractions
- Push-button outreach: Once a guest photo or story has been identified, Tout instantly contacts the guest (via social media), thanks them for their post and asks for one-click permission to use the content in the hotel’s marketing campaigns
- Curation/usage: Once the guest has given their permission, the content is stored in a private online portal and the hotel has full legal usage rights to use the content in its own social media and any other marketing campaigns, including traditional print collateral.
“User-generated photography is diverse, visually arresting and authentic,” said Thomas McDermott, director of social media at Tambourine. "Tout puts a virtually endless supply of compelling photography at our fingertips."
“When we were engaged to handle Hotel Hugo’s social media channels, management was concerned about our ability to remotely generate authentic, real-time content,” McDermott said. “We populated Tout with geotags and hashtags for all three of the property’s incredible F&B venues and were thrilled to see Tout instantly start to pull in hundreds of photos.”