Facebook for Hotels - Master the Opportunity

Hotels & Social Commerce - Master the

Facebook Opportunity

---Presented by

Cara Callaghan – Online Training Manager

Michelle Conaghan – Business Development Manager

www.facebook.com/avvio

www.avvio.com


What we are going to cover?

1. The Current Landscape for Hoteliers

2. Stats and Facts

3. Housekeeping Checklist

4. Optimise your Page

5. Maximise your opportunities5. Maximise your opportunities

6. Managing your time

7. The possible implication of Google +1


The Landscape for Hotelier

The Landscape for Hoteliers

� Engagement is key to success

� Becoming a top referrer of traffic to hotel sites

� Social Commerce through booking engine applications

� Enquiries that would have previously come via email/phone now

coming through Facebookcoming through Facebook

� More social group enquiries; parties, weddings etc.

� Advertising opportunities around campaigns and short lead in

� Acquiring new customers

� Building brand awareness


ts

Top 5 Countries (July 2011)

1. United States 153 167 600

2. Indonesia 39 204 200

Stats and Facts

2. Indonesia 39 204 200

3. India 32 669 120

4. United Kingdom 29 780 760

5. Turkey 29 654 240


Stats and Facts

1. Over 50% of Facebook users log in every day.

2. The average user still has about 130 friends.

3. 48% of 18-34 year olds check Facebook when they wake up, with 28%

doing so before even getting out of bed.

4. The 35+ demographic is growing rapidly - over 30% of the entire 4. The 35+ demographic is growing rapidly - over 30% of the entire

Facebook user base.

5. 20 million applications are installed per day

6. Over 200 million people access Facebook via their mobile phone.

7. There are over 900 million objects that people interact with (pages,

groups, events and community pages).

8. Average user is connected to 80 community pages, groups and events


Hotels and Facebook


Facebook and Hotels

What does this mean for activity levels?

• Becoming part of the day to day activity

• Integrates into front office/customer facing team members

• Used as a communication and engagement tool

• Up to the minute information

• Move last room inventory

• Give more attention to sphere of influence or clout

• Check in require monitoring and reaction


Page Security

Name Email Position Assign Admin By

Notes:Notes:

� Create Social Media Management Access Panel

� Create a Social Media Policy

� Assign Social Media Manager/Administrator

� Have a process for removal/addition

� Monitor regularly


Housekeeping on your Page

Checklist:

� Edit Page

� Are you getting notifications?

� Are you replying as your page?

� Have you set your username?

� Check your default settings


Housekeeping on your Page

Checklist contd:

� Ensure basic info filled out

� Profile Pic – edit your thumbnail

� Featured – likes and owners

� Resources – duplicate pages, etc

� Manage admins

� Mobile

� Insights


Optimise Your Facebook Page

1. Create a Vanity URL

2. Use the full links in your wall posts where possible

3. Info Tab – ‘Extended Info’ App for extra information.

4. Include keywords in your content, photos, events etc.

5. Link to your Fan page using keywords in anchor text.5. Link to your Fan page using keywords in anchor text.

6. Use keyword rich status updates.

7. Ask other sites to link to your Fan page.

8. Use ‘Events and Contests’ – ripple effect.

9. Utilize Your Sidebar


Your Customer and their Social Graph

Social Graph Potential

Fan Average

Likes

PostOther

networks

Average 130

friends

ReviewShare


Managing your Time

Managing your Time

• Monitor daily and respond accordingly

• Use a management client for scheduling

• 3-7 posts per week

• Review activity weekly

• Welcome new fans• Welcome new fans

• Thank people for photos, comments, reviews

• Encourage posting, photo uploads, tagging

• Be specific with offers try to tailor or

personalise if possible

• Spot opportunities and react accordingly


Sample Activity Schedule

Activity Daily Weekly Monthly

Schedule activity:

- 3-7 posts per week

- Use management client

�

Posts:

-Responding to post increases engagement

� � �

-Responding to post increases engagement

- Welcome new fans �

Monitor

- Respond to questions, requests, reviews

� � �

Review

- Assess what’s been successful

�

Offers/Campaigns � �

Plan �


Measurement

Measurement

Activity Weekly Monthly Growth % Target

Fans

Likes

Comments

PhotosPhotos

Shares

Fan Offers

Website Traffic


Facebook Insights


Measurement

Facebook Insights

– Free tool for all Facebook users

– A meta tag must be added to the root of your web page to see these stats.

a) Go to the Insights Dashboard to access this information.a) Go to the Insights Dashboard to access this information.

b) Click the ‘View Insights’ link

c) Users section shows you data on:

i. New likes, Lifetime Likes, Active Users (daily, weekly or monthly)

ii. Daily active users – Unique page views, liked a post, commented on a post

etc.

iii. Daily breakdown of likes

d) Demographics section shows you data on:

i. Gender and age, geo location, language

e) Activity section shows you data on:

i. Page views, Total tab views, External Referring Sites and media consumption


Measurement


Be as Social as Possible

Make things as easy to share as possible with plug ins


Maximise the Opportunity

Must Do’s For Your Hotel

� Customise your pages

� Post regular updates

� Encourage your fans to post.

� Exclusive Facebook fan benefits.

� Upload videos and pictures � Upload videos and pictures

� Claim your Facebook Places page

� Post as the hotel

� Monitor your stats

� Promote exclusive

fan deals

� Enable your booking engine

application


Facebook Apps for Hotels

1. Booking Engine

2. Reviews

3. Discussions

4. Events

5. Video5. Video

6. Notes/Blog RSS

7. Links

8. Twitter

9. Extended Info

Note: Competition &

Promotion Guidelines

www.facebook.com/promotions_guidelines.php


Tips & Points

1. Ensure you secure your page details

2. Log into Tripadvisor and see what your customers see and how they

interact

3. Review can have very strong positive effect

4. Plan your activity4. Plan your activity

5. Monitor the success of your activity

6. Partner with other pages and build brand alliances

7. Use tagging in your posts or page

8. Your page can be tagged in photos


Advertising on Facebook

1. Facebook Ads

– Can promote an external website, Facebook application, Facebook

Page or Facebook Event.

– Can use image or text ads

– CPC or CPM

– Daily budget to control spend– Daily budget to control spend

– Billed to credit card provided

– Reporting available on ad performance metrics, social metrics and

demographic metrics.


Advertising on Facebook

2. Sponsored Stories

Sponsored Stories is “a way for marketers to sponsor activities that happen

throughout the News Feed.” Appear on the right in

the news feed.

Types of Sponsored Story:

• Page Like

• Page Post

• Page Post Like

• App Used and Game Played

• App Shared

• Check In

• Domain


The Possibilities of Google +1


What is Google +

Available on:

� Google search results

� Google search ads

� 3rd Party sites (coming soon)


What is Google +

• Google’s attempt to rival Facebook in a nutshell.

• Profiles currently only available for individuals and not businesses yet so

hotels cannot set up a profile for now. Google engineers are promising to

build a business experience that will exceed that of consumer profiles. build a business experience that will exceed that of consumer profiles.

Searchers will see personalized annotations from:

• Their Gmail chat buddies

• Their Google contacts in the My Contacts group

• People they’re following in Reader & Buzz

Searchers will see personalized annotations from:

• Their Gmail chat buddies

• Their Google contacts in the My Contacts group

• People they’re following in Reader & Buzz


Here’s How the +1 Button Works

Brian’s friend Mary now sees a personalized annotation, on search results and ads,

showing that Brian +1’d it.

Brian clicks the +1 button next to your ad or organic

search result.

33www.facebook.com/avvio

More recommendations in search

…their friends and contacts will see

When a user clicks the +1

button on your site…

…their friends and contacts will see

personalized annotations on your

search results and ads with the

same final landing page URL.

3

4www.facebook.com/avvio

Learn More about Google +1

Join us for our September Webinar

On Google +1 and other hotel specific

Google tools

Register at [email protected]



Thank you for joining us today.

Connect with us on www.facebook.com/avvio

Questions to [email protected]


Date post:	11-May-2015
Category:	Business
Upload:	avvio
View:	3,061 times
Download:	0 times