In this video Grégory talks to us about a subject that is still rarely discussed in short-term rentals: how to use social networks to connect our travelers to discover a territory and thus have one of the direct sales strategies among the more powerful.
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Hello and welcome to the J'poster Complet channel, the channel that helps seasonal rental owners and seasonal accommodation managers become serene and ultra-profitable entrepreneurs. Today I'm welcoming a guest who I've written to many times saying, "Please I'd really like to interview you, I'm offering to interview you." » And there, my God, but I am so happy to be able to interview him today. You will see, we will share extremely interesting things. And above all, what interests me is that it is a subject and a discourse that I have rarely been able to cover on the channel. So stay with us, you'll see, it's really interesting. Today's guest gave up everything at 27, and said to himself “It's over, I want to start my own business. » He wanted freedom, he wanted a perhaps more balanced, equal relationship with his clients, and it was through entrepreneurship that he found that. And what is very interesting is that in our discussions, he spoke to me of a hypersensitivity which gives him real acuity in his work, today, to have an approach which really gives a soul to seasonal accommodation. , something truly sincere and authentic. And that’s what we’re going to talk about today. You'll see, it's fascinating! The purest emotion is what he seeks in his work. And finally, he is someone who is a convinced optimist, and who is always very positive. And that is very important when communicating on social networks. I'm delighted to welcome Gregory Cordero today!
− Hello Gregory.
− Hello, thank you very much for your welcome. And once again, it's a pleasure to be able to discuss, because we have complementary activities, and I think that you share like me the taste for optimism too, and for really doing the work with a lot of sensitivity. We talked about it off-air, I think that this common thread of hypersensitivity is important in our professions where we have to welcome people, when we are in tourist accommodation. Hosts welcome people. So how do you pass it on? How to help them from a distance? That, I think, is the whole point.
− Exactly. So, for those who may not know you, can you tell us about your background?
− I was born in the land of cicadas. Do you see where it is?
− Geography quiz. I'm not sure I'm up to it. I would say the south, but you see, I'm not getting too wet when I say that.
− In Provence.
− Ah, yes, Provence!
− In Aix-en-Provence. So, I grew up there, and I did all my studies there. So, up to 2 master's degrees in journalism and communication, and subsequently, I left for a little bit in the depths of France, in the Massif Central, then in the Alps, for tourist accommodation. So, at the time, I was under the guidance of a boss before setting out on my own, to learn my skills. So, little by little, we were actually talking about it earlier, this idea of wanting to do something for which we actually have a certain sacred fire. For my part, at the end, in my work I said to myself “This sacred thing is in the process of being consumed. How to rekindle the flame? » And I found this flame thanks to entrepreneurship.
− Indeed. Interesting. For many people who start a gîte, a guest house, and even a real estate investment, it is true that it is often a life change. It is very often also a new life project. It can be scary, you see, to throw yourself into the void. It's something you did. What gave you the strength to do it? What allowed you to take the plunge? Because it's not easy, anyway.
− Whether you are a communications or tourist accommodation consultant, you are faced with an obstacle, or at least a challenge. It's the trigger to take the step towards business, so to simply launch the files, sign and go into self-employment or with other structures. And suddenly, there is a common thread to all of this: it is this dimension of unknowns. How to deal with this unknown? How can we ensure that we are not afraid of this unknown? So, we really have to mark things out so as not to mess up, firstly, and not to be afraid of the slightest thing, that is to say that I still have a parachute on my back. So it’s important to mark things out. And in this marking to keep this part of creativity, of improvisation, a kind of mess organized somewhere or inside a room. We can do what we want, but at least we do things that we like and that's kind of the idea. It's about leaving optimistic, saying in all cases in quotes "I have nothing to lose" so be careful there are quite a few tourist accommodations that are playing big because they have a lot of investments behind them. do and that is also, I think, the magic of your job to help them also maximize turnover by methods which are very interesting and therefore this dimension of investment is also moral, it is also psychological and should not be minimized. And in order not to minimize it, you have to prepare yourself well and say to yourself “OK, this is going to happen to me. » The first months will be an absolute jungle: standing out, standing out from the crowd, taking advantage of the network that we are going to create, but always, I think, with this dimension of authenticity.
− Both.
− Don't be afraid of the unknown even if it's very scary and of course it's an investment, but investment, you only have one life in funny quotes. So here we go, what do we have to lose? We're going, we're trying to take it step by step, not to burn our wings either and I think to finish answering your question about how we get started. Don't imagine that we're going to be very high very quickly, and if we get very high very quickly, don't think that it will last. Above all, don't think that, because it only lasts for a while and you have to constantly question yourself and constantly freshen up with new ideas, whether in my profession or in that of tourist accommodation. Of course.
− Yes, it's true, you're right to point this out, but I think it scares some people, already, perhaps, to have success right away, or to stay on top of what we're doing , on the activity. It’s true that it’s important. Can you tell us about your expertise?
− Today, for my part, I try to connect the real world, the regions of France in general since these are tourist accommodations in France, the regions with the virtual. How to create bridges, but in both directions? How can you make people want tourist accommodation that is in their countryside, in their mountains, in their city? To make Internet users who are at home so much, who are consumed with Netflix, who are consumed with Disney, Amazon Prime, who are always on the networks? How can we make them want to come back to dry land? So I actually use social networks a lot, in this coaching, in my consultations, to tell them “OK, we’re going to talk about digital. » But there's an end to all that, and that's to make people want to come to you in the real world, that's all. Tomorrow, we have to communicate in another universe, the metaverse, and we will leave there, but with this desire to return with our feet on the ground in the real world, that's kind of the goal. And today, indeed, the specificity of what I propose as an expert is really to carry out a sort of technical inspection of a Facebook page, an Instagram page, and to look a little at what works and what doesn't always work with kindness. So, understand why we used a particular word, a particular visual. Will this word work? Could we have found better? Is this topic going to work? Are we redundant? All of this is today, truly, the heart of the profession.
− In fact, what I find super interesting is that with what you do: you concretely reconnect us to a journey in fact because it's true that I find that we could lose sight of it a little because that when we launch our project once again, whatever they may be, gîtes, guest houses or an apartment investment, we are often very technical. We say to ourselves: “Okay, number one, I have to do the work, the decoration, the arrivals, the departures. » We take it step by step and then suddenly I find that the work you do puts our feet back on the ground a little to say to ourselves “OK, yeah, in fact what we do is welcome travelers in a land, a heritage. » Things to discover around my home and in fact that's what we do. Having someone like you, who puts the finger on us a little by saying “Are you really connecting our travelers to this reality? » And I think it's really important in fact, we can tend to forget that.
− Having a tendency to forget that, especially during a pandemic where we have been confined, maybe it's not over. We'll see how it evolves. And as a result, there is no longer this past approach of having to be self-focused on one's tourist accommodation all the time: 100% of the publications must absolutely talk about the guest room, about my breakfast. That, I want to say, is one of the little traps, which you should not necessarily fall into, of being too self-focused on your accommodation. And opening your horizons a little means talking a little about other things. So, we don't just talk about other things haphazardly. And that's also this job, these experiences that I try to give are: "OK you're going to find lots of things on Google, you're going to know how to use a hashtag, for example, where you're going to know how to talk about your breakfast. » But how to stand out from the crowd? How to stand out? How can we turn the subject in such a way as to make it truly original and ensure that behind the originality there are reactions? Who says reaction, normally says visibility, and who says visibility, says potentially direct reservation. Potentially, we will come back of course!
− But it's interesting, earlier when we discussed, we used terminology, we said it's really giving a soul to accommodation and I find that really interesting. It's true that even seasonal rental concierge services, for example, can really benefit from all this advice because more than ever, when you are a concierge service that covers several parts of a city, you must not make people want to come to the territory in fact.
− That’s really the word there, you put your finger on a word that is important: it’s the word of territory, the word terroir, the word authenticity. Is he a little overused? Today I will talk more about sensoriality, about transmitting senses of emotion through content. It's not easy every day. We can make mistakes every day, we can take the wrong path and that's the whole process. It's saying to yourself: “Okay, I have a place in front of me that's lacking inspiration. How can I help him? » But also I have a place in front of me which has too many ideas, how can I channel it? It goes both ways, it's not because the person is creative that they will necessarily be effective so it's all this panel on subjects around them. How to find inspiration on social networks? How can you have skills that are a little more original than the simple hashtag and the simple photo of your accommodation? How to go further than that? How to create a nice story, a nice story around all that? How to give a soul? I was talking about it earlier and I think it comes through the visual, but also, and I've been convinced of this since I saw it, it's through the words. It's really something that is close to my heart, it's really the magic of words, there are words that will make something happen, whereas with certain words, on the other hand, we will pass totally beside the point of an emotion. So the visual is important today. But don't forget everything that is around you. When we create a film, behind a film, behind a video, there is a scenario and this scenario we will create with words. So, really getting back to the essence of communication. What words should you use to make people want to come? Why not share a little piece of adventure at home?
− Yes. Do you think it works for everyone? I'll give you the most caricatured example. I come from a village of 3000 inhabitants called La Séguinière near Cholet. Let's say someone buys a studio in Séguinière. Do you think we can really do it also for a studio in Séguinière? Does it work every time?
− From the moment you have square meters around you, you can tell lots of stories. As long as you have even a small piece of apartment to offer. It's a big word, but when someone comes to a 10 square meter, 12 square meter, 14 square meter space, a lot of things can happen. So it’s not the geographic area that matters, it’s what we’re going to do with it. As on social networks, it is not because you are on Facebook that you will succeed. It's not because we are on Instagram, on Zulu or on WhatsApp that we will succeed. This is what we are going to do with all this, this is the material, the support. But after this support, we will have to try to engrave a story, a common thread, a common thread. This common thread, we can do it in the Amazon, we can do it in the Loiret, we can do it in Provence, we can do it in Dubai, we can do it everywhere, in fact, as long as there are beings humans to listen to us, why not? And even if we are alone sometimes, we are well served by ourselves sometimes too. So beyond the joke? It's true that as long as there is someone who can listen to us, we can tell stories even if it's a small cottage lost in the depths of Corrèze or the Hautes-Alpes.
− OK, so there wasn't a moment when you said to yourself, so what, I have nothing to say?
− The day I say that to myself, I am truly sincere, that is to say that if I have nothing left to contribute, nothing left to tell, even every day in my job as a communications consultant it will is a profession where you have to tell stories too. I have a disadvantage, it's that for my part it's digital so how can I tell things with digital? It's a challenge every day to renew myself, to tell the story behind the scenes and behind the scenes, so I actually use my own social networks to try things, see what works, what doesn't work and then behind so to give his advice by telling them “Be careful if you go with that. » I'm not saying it won't work, but take the path carefully. That's really the idea. It's about telling things. And if one day I no longer have anything to say about my activity, it is because I have lost this sacred fire. Moreover, people, in general, who stop other tourist accommodation, seasonal rental companies who stop their activity, it is either because they have lost, they have lost motivation, or because they have lost this sacred fire. Also because they lost the lair which meant they had a story to tell. That's the goal. The day you stop your activity is that in general there is a story that is coming to an end and it doesn't matter sometimes it's like that, you have to start again on something else .
− Yes, I understand, you are right. A question I think a lot of people are asking. You will be able to enlighten us with all your expertise, is it really worth it to create a direct site? I remember, it's very recent, I made a live video. How not to fall into the usual mistakes, etc. ? I had posted on LinkedIn and someone wrote me a message saying: “Élise, I really strongly disagree with this, I think it's totally useless to create a direct site. » What do you think?
− As long as there are people there to listen to us. Facebook attracts 48 million people in France every month. So it's starting to get a little crowded. More than creating, for example, a website of your own where there are people on it too if we start from that principle. But beyond that, if there are people who can listen to us, why can't we attract people to these media? But be careful, it's not because it has 48 million people that it will necessarily work! It is the quality that will take precedence. It's about being able to find the right potential vacationers, at the right time, on the right Facebook group, the right Instagram page, the right hashtag and that's true, it's not easy otherwise I wouldn't do it. this profession. If it were obvious and everyone could do it, I wouldn't be here to talk and so I understand his reaction. It's true that launching your own platform or at least your own Facebook page, your own Instagram page, what's the point? It's true, we have everything we need around. We have platforms today that are worth what they are worth, but there are plenty of them with their advantages and disadvantages. And I'm not here to judge them. They correspond to a need for certain seasonal players and they have the merit of existing. Now everyone does what they want. If there are those who are going to go through direct reservation, we are there to help them and without being sectarian. For example, there are tourist accommodations that sometimes say “But is Booking worth it?” » I really get the opposite answers, sometimes, and people who have direct bookings almost 100% of the time and who tell me “Yeah, but suddenly, I'm fed up, and I'm going to stop booking. » And I say to them: “But why? » Keep a decompression airlock, keep a parachute, don't put all your eggs in one basket. If for you, the river of direct reservations is flowing freely, that's very good for you, but don't forget that if tomorrow Facebook, Booking, Instagram, Airbnb breaks down you would be very happy to have dug a another furrow right next to it. So don't put all your eggs in one basket. I don't know what you think about that, the level of this clan between commissioned indirect reservations and direct reservations. I think there are bridges to be made sometimes.
− Yes, I agree with you. I'm not too keen on demonizing either solution actually. I think that the platforms have their commercial role to promote our seasonal accommodation and direct activities. And very important too, having an online presence as you explain. So yes, I really share your point of view. Did you… Excuse me, did you want to intervene?
− There is one sentence that sums it all up: Booking is on Facebook, for example.
− Yes, that’s true.
− What’s the point if it’s useless?
− Yes.
− There are gateways, there are plenty of paths between the different supports.
− It’s true.
− We can very well make very pretty sentences on Airbnb like getting screwed up on Facebook. So social networks are important, but don't forget that the stories can also be read on live booking platforms too. It's not the same thing, but there is that possibility.
− Maybe we can call back too, you can confirm if I'm saying something stupid, but the traveler and even the customer in general in marketing often need several points of contact. To finally say to myself: “Okay, now I’m going to convert. » And it's true that perhaps it can contribute to the different points of contact, hoping that the reservations are direct.
− That's it, today to try to get your head around digital strategy, which is a scary word, digital strategy we wonder what it is. We have to imagine an imaginary country in which we are going to build cities, there will be cities which will be, for example, the Airbnb city for a lodge. Maybe it's going to be the capital of this imaginary country. Afterwards, there will be the little Facebook village, the little Instagram village, the little website village, Whatsapp. And the idea is to be able to connect all of that, to create highways from Facebook to Airbnb, or vice versa, even if it is more complicated in the other direction, indeed, to start from Airbnb to go on Facebook. So, making small bridges between the different media beyond knowing whether we have made direct or indirect reservations even if the idea is to have direct reservations, from my side that's kind of the goal Of course. But how will we be able to create bridges between media? How are we going to ensure that the bridges and highways that we are going to create are “remunerative” or “at a minimum”? It will build loyalty among people. What can you do for the guy who came, the vacationers who came to see you in your gîte thanks to Airbnb say: “I’m still going to follow him on Instagram, because he tells a story and I would like to come back maybe next year. And maybe it’s thanks to Airbnb that I’ll get there. » So each support has its advantages and disadvantages and I no longer know where I was going with this fraud, in any case there you go.
− It was complementary and very interesting.
− It's a little far away sometimes, sorry.
− No, it’s very interesting. About that, I'm going to ask you a question. People who see getting started on communication on social networks, live communication. Have you noticed from experience any errors that are often found that you could mention to us?
− The first mistake is, I think, to think that it will be easy, that after a few days, we will already have reservations on Facebook or Instagram. So too much enthusiasm or sometimes the opposite means saying that “I'm on Facebook, Instagram, but I don't really know what I'm doing there. And it's just to follow the trend a little, but I know it won't do me anything. » There is this double error, if you want this mirror effect where you have subscribers, tourist accommodations will be super motivated, but then very quickly frustrated because they will not quickly achieve what they dream of. That is to say that as soon as they put a publication behind tons of calls, to get to this level, we might be able to talk about it again, but we still have to “push a little.” » The other speech which is “What the hell am I doing here? » But what I tell them is that if you don't know what you're doing, don't stay, don't do anything. This is not for you! In any case, if you want to do everything alone or if you want to copy your neighbor because he has a nice Instagram page, a nice Facebook page, you're wrong, it's not going to work like that! You will have to find your own identity on social networks so there are these two degrees: too much enthusiasm, or people who don't really know what they are doing there. It's not serious, but it's one of the traps you shouldn't fall into when you're starting out, indeed.
− That’s interesting. Is finding your own identity as you said, as a lodge or even a real estate investor. Does it just come from who we are or is it really just linked to the territory? Are the two mixed where is that the territory?
− You have to mix. You should only talk about yourself, you shouldn’t just talk about the territory. You have to find a happy medium and the happy medium is not easy because a repository A which is close to a repository B will not necessarily have the same success with the same publications. So there are trams which are, we will say, general advice of course and after going further you have to go into ultra-personalization. And I think it's the same in your profession also in terms of what you offer in terms of revenue management and this whole aspect also of: How are we going to manage reservations? Should we do things this way? Do I have more income at certain times of the year or not? There are lots of questions around your theme too and obviously we are here to give them some pointers. We are there to scout ahead of them and tell them, well if you take this path, know that it will perhaps result in this or that in terms of income. You can never be 100% sure, but you are not going on the right path. If you do like the neighbor, if you copy the neighbor it won't necessarily work either. There is general advice and then you need ultra-personalization. It really works, I think. Afterwards, it's just me.
− So a place that listens to us, with which he should start? Does he start by creating his Instagram page, his Facebook page and then try to find the soul of his activity and the interesting information that will amaze the heritage around him? Is that what you recommend or do you recommend choosing only one of the two at first? Or do something else entirely to start with?
− So, it's a good question, because indeed, it's a question that comes up often. What is the best social network today? Do we have a better chance of being seen on Facebook where there are 48 million subscribers in France per month or on Instagram where there are 33 million Internet users per month in France? That's not where it comes down to, it's not about quantity. It will be safe if we have a lodging that is more visual. It will rather be Instagram which will take precedence if it is a lodge which likes to give pride of place to stories and interactivity it could rather be Facebook. On the terroir, on the territory, it will rather be Facebook. It will really depend on the temperament of the gîte owner in question, but also on where he will feel most comfortable and that in general we cannot really know in advance. That's why in general, you have quite a few tourist accommodations which are launched on the two social networks and which after two or three months then call on what I offer, that's why that is to say with a minimum of setbacks they can see if the mayonnaise takes rather on Facebook or rather on installer. But in general these are the two heads of the gondola today so the advice I give is to still go with the two heads of the gondola which are Facebook which remains very powerful in France and Instagram which is a little newer, but which has advantages and disadvantages compared to Facebook. For example on Instagram, you can only put one link whereas on Facebook you can put lots of links all the time. You can refer to your full site, to Airbnb, to booking. On Instagram it's more complicated, you can only put one link on your home page. So they are a little different supports, indeed.
− And is the objective of the Facebook and Instagram presence to create notoriety to generate traffic to the direct site or is it to convert people straight away? You see, there are people who write to me on messenger and say “Here I am interested in booking from the 15th to the 16th and I have reserved. »
− So to answer your question. Do you know about karate belts?
− No. Except the black one. Ah, yes, I admit my shortcomings.
− So, the first belt in karate is the white belt. So, a lodge that launches on Facebook, which is going to be a white belt, will be a little lost, it will create its page and then will start to post little photos. Well, that's the white belt, we're still in the plains, we're not on the peaks. We see the summit in the distance, we say to ourselves, come on, when I'm at the top, maybe I'll have direct reservations. So the objective, the common thread, is direct reservations. Afterwards there is the yellow belt, orange belt. There we start to gain subscribers, we start to build a small community on social networks and we start to have lay people, comments and shares. There it starts to feel a little more, and we start to have this feeling that we are no longer in the plain, but rather in small hills. It's starting, we're not bad. To answer your specific question? There is traffic to the website, this is the next step, we are rather on the beautiful hill, the small mountain. Facebook and Instagram are used for that. One step at that point is to actually refer people to the website. When we are in these intermediate stages, we manage to generate traffic to the website in general. So there, that can be an intermediate objective, it is to generate traffic towards the three Ws, therefore its website or towards other media. If you want to generate traffic to Facebook, to your Airbnb page you can! It’s a little bit original, isn’t it?
− It’s original.
− Everyone creates the path they want, but then there is the next step, indeed. This is the famous stage where you reach the black belt and then you start to have reservation requests by messenger, whatsapp, by Instagram messaging and then it's live. These steps are important. And before arriving at the top of the mountain, my role is to be a bit of a sherpa to allow them to make small base camps to get off on the right foot, to train and to say to themselves that it's okay direct reservations are too complicated this year we will at least try to go to the mountain of customer loyalty or the hill of traffic to the website so we will take it slowly. If we see that you are more comfortable on this or that subject, we will take that route instead. That's how I see it actually. Beyond being a coach, it's the somewhat expensive side. We will try to give you a survival kit, accompany you throughout, and then we will go as high as possible. But that, afterwards, will depend on the time you have ahead of you, and then on the motivation you have, because if you publish a publication every three months, that won't necessarily do it either. I don't know if I answered your question.
− Ah, yes, it’s super interesting, and above all super important to point out that, for you, it’s your job, so it’s really interesting. And really, this is one of the messages that I also wanted us to convey thanks to your expertise and your experience today. The fact is that social networks, far from being a futile thing, should really be a powerful tool for direct marketing and I'm really happy that you clarified that. I lost my question, flute. Did I find my question? So there's also something else I wanted to talk to you about, something that annoys me. And I wanted your opinion on that!
− Of course.
− So, maybe you will tell me “Élise open your chakras!” It's super normal for people to do that. » It will be interesting or maybe you will say to me “Yes, I understand. This is not the correct technique. » Sometimes, on Facebook, I subscribe to groups of people whose job it is. Because it's true that I like answering people's questions, if I can help or read the issues that people post, etc. So professionals in real estate, seasonal accommodation, gîtes or guest houses who are also registered in your group which I find fascinating. We'll talk about it later, so people can join it if they're interested or even your Instagram account. But why is it that in these groups of professionals in the field, we have people who make a message where they just post their activities, their Airbnb ads are necessarily only lodges for real estate investors. Is it me doing my old nifty reaction or is it the wrong technique? Tell me, is it serious, doctor?
− To answer, it’s true that a lot of people do things the other way around. They are still in a somewhat dated communication where it was absolutely necessary to implement its service to the detriment of the story that we have to tell behind it, and that's the problem too. Today, if we just talk about our services all the time, you'll bore your audience, but on top of that, it's a bit like an elephant in a china shop. The subscribers are the little porcelain beings and the seller in question is the elephant. That is to say that the seller in question does not realize that he is destroying the chances of conversion because he is going too fast, too hard, and it is not the right technique on social networks. It's not about being fake, wanting to get a little sidetracked. It's not that, it's just that in life there are two things: either we are in absolute lack, the absolute need to sell ahead and suddenly we are going to hit a wall because the people who are in the need unfortunately they are not very attractive unfortunately in this profession of communication in any case. Whereas if you want to do things well and you bring slightly different stories around your services, the values that you would like to put in place are there, the discourse takes effect, I don't know if it gains height, but it is a little differentiated. And everything that is differentiated on social networks we say to ourselves “Hey there, we are selling me something, but the approach is different. » And if the approach is different, it is because the person has thought about how to create this different approach, so there is some thought behind it. It’s not simple: come on, I’ll throw out my post, I’ll put “Book quickly, last minute, don’t hesitate!” » That’s a word that I also love. “Don’t hesitate. » We will not hesitate if we are happy with what we see, we will not hesitate to book so stop with the “Don't hesitate. » That's the little thing, it's a little rant. This negative sales technique in addition, “do not hesitate” is negative. We won't hesitate, we promise, if it's nice we'll go, but no worries. Don’t put “Don’t hesitate.” » It's no use! And I have thousands of little traps like that. It's the communication that works for certain media, but which doesn't work for Facebook, Instagram, WhatsApp and the whole clique. That's not how we create pretty stories on these networks, I think.
− Can you tell us what you do for seasonal hosts, your business, the services you offer and then the community? You have a large community that you have created around your subjects. Can you tell us about it?
− Yes, with pleasure. Right now, it's a new challenge. I started a month ago, I realized that there were around 4,000 tourist accommodations on Facebook and Instagram. I didn't have a website, so to make the link between the two communities, I said to myself “There is a space that could be interesting in terms of information. And I launched a magazine called “Mes nuitées le mag”, in which I cover three subjects for tourist accommodation. The subject of success on the optimism side, on the side of how to move forward, the daily life side so there we are safer like in China and smart, these little local things, the little subjects that concern tourist accommodation and a dose too of digital visibility. So that's really the part that's a little more communication and we're moving away from the journalistic side a little. We rather go into my services, into coaching and that allows us to inform people on current topics and to have this bridge between the two communities which intersect until now and which now have an online magazine space or 70%. The articles are open access, free for all and where we will talk about the current news. Right now, the new variant of Covid19 which is making headlines, I'm talking about it. But I will talk about it at the tourist level and at the tourist accommodation level. How to talk about the health pass? Should we talk about it? How to adopt it in a communication strategy? In all these subjects, which speak, which come a little from traditional media, I try to remix them and inform the owners of lodges who are in Mayenne, the owner of guest rooms who is near Lyon . I really try to put some information and analysis into this magazine. So that's actually the magazine part that I launched a month ago now. And for the communication service part, which I spoke to you about earlier, it's the somewhat diagnostic side. We are going to diagnose the communication media a little, Facebook page, page or Instagram. See what works, what works a little less. There were requests on Airbnb pages, therefore booking pages. People wanted to know how things were going on this. So, I make my mea culpa, but I help tourist structures to write well. While you're at it, be careful, you have to understand each medium well. Booking does not communicate in the same way as on Airbnb, on Facebook, or on Instagram. It's this approach of opening up, not to sweep away. It's just that when we have this desire to describe things well and to communicate well with words, we can also make pretty sentences on booking, on Airbnb, we must not close ourselves off. For a very long time, I closed myself off. I told myself that I stay on social networks, and I stay on the interactive side. How to make things more interactive? I told myself that there are still quite a few tourist accommodations that have this need to write their texts well on shelterel, on booking, on bnb and on other sites and platforms commissioned or not, moreover , and who need an outside perspective. They generally lack perspective regardless of the medium, saying to themselves: “Okay, did I write my sentence correctly? Did I adopt the right visual? It’s a kind of audit, that’s really the idea: it’s the audit. Then behind the concrete solutions adapted to each one. Everyone receives their score out of 20 at the end with a little thing. Yes, that’s really the goal. It's not about being professorial, it's just about giving them ideas. For example, you start a lodge, you have a Facebook page. Back there, if you ask for an audit which will really have a score out of 20. 14 and a half out of 20 with the criteria, the areas for improvement and the things on which you make small errors due to routine. I'm giving you an error: it's the four exclamation points. Sometimes we see them on Facebook pages.
− Yes, that’s true.
− Or the seller absolutely wants to sell, so he packs boxes of them and puts four exclamation points because he is sure that he will sell better that way. And that's part of everyone's little habits that I try to dissect in an ultra-customizable way, basically, the little adventures over time.
− Super interesting. And then afterwards, when we make the diagnosis, can you tell us the points that we need to improve? If for example, someone, I don't know if it exists in what you are proposing today, perhaps some will ask the question. Let's say I got a really bad grade, for example. You were very kind to me, because you gave me 14 and a half, that's not bad!
− That’s good!
− But if we do the diagnosis and we see that for my gîte, I have a score of 5 because there are lots of things that I could have improved, which are not optimal. Could this also include helping me build a Facebook feed for my gîte, for my guest house or not necessarily?
− At the end of each debriefing, following the more or less detailed formula, but the idea is that tourist accommodation leaves with plenty of inspiration. I'm not going to leave him alone in this mess, no, absolutely not. The idea behind it is to have inspiration, so I'm going to give ideas for topics to discuss. And if he is not trained for that, behind it there can be truly personalized training modules on very specific subjects, but I cannot offer very specific training until I know the person's concerns. . It's like a doctor, if you don't have the diagnosis you can't get treatment. It's a bit the same approach, it's about pampering people, it's about understanding their discomfort or their success, it's also about making sure that we optimize all that. Of course, they are not released into the wild to talk about the magazine just now. I set up coaching alongside the magazine. There are magazines that offer, for example, unlockable premium articles. This is done on lots of websites and I put this kind of solution in place with coaching where there are additional videos on a private Facebook group where people can be accompanied monthly behind also when people, accommodation tourists because we don't have a banker or a butcher on the team. That's the idea, there's really support behind it, that's what I told you earlier when you're a “sherpa” I say it without any pretension because I'm not superior to people when I gives advice. I try to understand why they do it like that and then I just allow myself to guide them. But there are plenty of times when tourist accommodation has taught me lots of things or I see subjects they cover that are totally original. Once I saw a table and chairs at a lodge that put on its Instagram, in a small stream, a table and chairs and it looked really good.
– Oh, yes!
− It was magnificent, it was a small stream at the end of his garden. But unbelievably, how did he get the idea for that? Not everyone can do that, not everyone has a stream at the end of their garden. But there, finding this idea, at that moment I said to myself: “But I am going to marvel at this job every day!” I will be amazed every day because even if they are a little lost sometimes, even if some lodges are a little lost, they still have lots of good ideas. You just have to put them to music.
− Yes, it’s super interesting. So if someone looks at us and says “Overnight stays the mag. I want to check out this magazine, it looks exciting, I might even want to subscribe!” How do we do it or do we go and then even find the diagnosis? Everything you told us about. Where are we going, what are we doing to be able to contact you and find all this?
− So we're going on my monthly payments. fr.
− Okay.
− I took an internet point, I said to myself “Here we go!” Let's be crazy, let's get a website, come on! »
− That’s good!
− No, but it's not because we're on social networks that we don't need a site. Of course, you need a little bit of all the supports. Indeed, on “monthly nights.” fr", there is a part of the news feed where you will find every 48 hours, roughly, a new subject and the idea where you will see it in the sections is that it there is a space called the eight and more club where there is the famous monthly coaching which can be started with of course like on Netflix, a free month trial. We kiss them, we love them. This is so that they can simply test everything and then have access to additional content. Either on a Facebook group, by email, or by WhatsApp. Afterwards, we try to do the best we can in terms of monthly coaching. So this is how they can get benefits again.
− Super interesting. So, no reason to doubt, since we can try and judge on the evidence. So, I might as well doubt within the premium entity to be able to say that at least I am aware.
− Of course. Knowing that the advice is still ephemeral, because if there is a person who arrives we always take it for free, but that he acquired 75,000 pieces of advice while there are certain people who have been there for seven months, this is not fair! There is also this notion of ephemeral seasonal advice.
− Thank you.
− It doesn't happen at any time either. That's the idea too. There is this relationship of ephemera of course.
− Super interesting. But listen, Gregory, thank you very much for everything you've shared with us. It was really exciting, exactly what I expected!
− It's not easy for me either because I usually interview earlier and this is a great exercise. Plus you interview really well, so that’s really good. And I wanted to thank you, because you do what interviewers rarely do: you also pick up on little things that people tell you! That's more than 14 and a half out of 20.
− I increased my grade!
− That’s it!
− Thank you very much, Gregory, for your time and everything you shared with us. I'm going to put all of the links you told us about in the comments, so that you just have to click to see what Gregory is doing. Thank you and see you soon Gregory!
− See you soon, thank you!