“Swat.io Makes our Day-to-Day Work as a Team Much Easier.”

With its diverse range of services, Therme Erding appeals to many different target groups. Some visitors come for an action-packed experience and are mainly interested in the slides; some spend a day indulging in classic spa and bathing activities, while others make use of the wide variety of saunas. The challenge for the social media team is how to address the different target groups with a suitable mix of content and achieve their goals in terms of both quality and quantity. Social media is an indispensable channel for generating sales, gaining new customers and fostering customer loyalty.

The aim is to achieve these targets using four different Facebook channels and two separate Instagram channels. This makes it easier to incorporate all the aspects of the product and reach the different types of spa visitor with the right type of content. All of the Therme Erding channels are run based on an individual strategy. For example, the traditional spa experience is promoted on one feed, videos from the slides are posted on another, and another praises the unique atmosphere of the hotel.

Therme Erding uses both organic and paid content. Social ads are key to achieving e-commerce targets in the online shop, maintaining the fan base and gaining new customers. To increase the performance of paid content, the team also uses wide-reaching organic posts. The broad offering at Therme Erding is promoted through a balanced mix of content using videos and images.

Thanks to detailed analysis, the Therme Erding team can establish which content is received well by their audience and react on an ongoing basis. This ensures a consistently high reach for organic content across the various social media channels. The way in which the community reacts to certain content is assessed and the social media team is flexible in adapting to these trends. The quality of the posts is particularly important in order for them to appeal to the target audience. Therme Erding uses an emotional tone on social media and tries to attract visitors with authentic images. Special offers and promotions are also advertised.

Therme Erding gets support with this from Swat.io. The social media management tool helps with all the operational tasks and provides the structure required for efficient teamwork.