13 tips to optimize your hotel's facebook preasence

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YOUR HOTEL'S FACEBOOK PRESENCE 13 Tips to Optimise TO DRIVE MORE DIRECT BOOKINGS

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  • YOUR HOTEL'S

    FACEBOOK PRESENCE

    13 Tips to Optimise

    TO DRIVE MORE DIRECT BOOKINGS

  • Social media means dozens of new waysto connect with potential guests and

    drive direct bookings.

    Today, we're going to give you a13-tip crash course in social selling

    on one of today's top social channels:Facebook.

  • Facebook often updates their algorithms to makesure users are getting the best possible deal.

    Unfortunately, that can make it difficult for yourhotel's business page to stand out in all the noise.

    In order to be on top of your game, here are 13 tips for optimisation:

  • 1.High Quality

    Photos

    1.High Quality

    Photos

  • Ensure your profile and cover photos representyour brand and are reflective of your hotel'swebsite.

    You don't want a cartoonish profile picture or anoutdated logo on your page; make yourFacebook pictures as polished as your site.

  • Here's a handycheat sheet

    to make sure all your imagesare optimised for every

    possible outcome.(the image dimensions haven't changed since the infographic was created)

    http://www.jonloomer.com/2015/05/11/facebook-image-dimensions-2015/http://www.jonloomer.com/2015/05/11/facebook-image-dimensions-2015/

  • 2.About Us

    2.About Us

  • Fill in the About Us section as much as possible,and ensure you have a link directly back to yourhotel website.

    Include information such as how guests can getin touch, and where you're located.

  • 3. Createa VanityURL

    3. Createa VanityURL

  • Create a custom Facebook URL,e.g. https://www.facebook.com/DublinCityHotel

    This gives you the chance to enhance your brandrecognition. It also holds high value in searchrankings, making it easier for guests to find you.

  • 4. OptimiseYour Hotel's

    Page for SEO

    4. OptimiseYour Hotel's

    Page for SEO

  • Facebook social signals can have a lot ofpotential for SEO value: use it as a channel tobuild traffic and links back to your hotel website.

  • Harness the power of the graph search:

    Use keywords in your content and page updates tolet people interested in your content find you.

    Graph search is a semantic search platformintroduced to Facebook in 2013, serving keywordresults based on the user's network.

    Here's a guide to get the most from it: http://www.socialmediaexaminer.com/how-to-use-facebook-graph-search/

    http://www.socialmediaexaminer.com/how-to-use-facebook-graph-search/http://www.socialmediaexaminer.com/how-to-use-facebook-graph-search/

  • Take advantage of customized meta titles andimages when you share links in posts.

    Facebook will automatically pull in images andtext, but you can choose images to upload andedit the text to get the results you want.

  • If you find you're stuck for time to generate goodcontent, consider scheduling your posts to save time.

    Post can be scheduled anywhere from 10 minutes to 6months in advance, so you've got flexibility.

    You can schedule posts either directly from your page'stimeline or from the publishing tools section.

  • 5.Use InterestTargeting

    5.Use InterestTargeting

  • Use your fan's interests to target specific parts of youraudience.

    To reach specific fans, base your content on yourkey personas to include demographic, location and

    interest targeting for your organic posts.

    http://blog.netaffinity.com/analytics-unlocked-how-to-use-google-to-find-your-perfect-customer/

  • 6. Use ofthe Call-to-Action

    Button

    6. Use ofthe Call-to-Action

    Button

  • Customize the call to action button on your Facebookpage, perhaps to drive direct bookings or emailnewsletter signups. Here are a few examples hotelstoday are using:

    Book NowShop NowWatch VideoContact UsSign Up

  • 7. EnableRatings &Reviews

    7. EnableRatings &Reviews

  • Reviews let customers engage in a dialogue with you,and they let you show off some great social proof.

    To activate reviews on your Facebook page, you need alocal business listing. Also, have your full businessaddress featured in the 'About Us' section.

    http://blog.netaffinity.com/get-your-guests-to-work-for-you-leverage-user-generated-content/

  • 8. UseRich Media in

    Newsfeed

    8. UseRich Media in

    Newsfeed

  • Create an experience potential guestswant to engage with.

    Move away from simple text links with thumbnails. Getcreative! Jazz up your posts with bright imagery andvideo clips uploaded directly to Facebook.

  • 9.Use Apps toCustomize

    9.Use Apps toCustomize

  • Facebook apps let you customize yourpage in many ways.

    Take a step back, and ask yourself:"What am I doing that's engaging and

    keeping my fans on my Facebook page?"

  • Competition Apps:

    Using competition apps allows for tons of flexibilityin the information you can collect from fans. It also

    keeps them engaged, and prevents them fromleaving the platform.

  • Email Captures:

    Add a sign-up form tab. Offer an incentive forpotential guests to sign up for your newsletter.

    Once you've collected your list, use it to retargetpotential guests with special offers and packages to

    book direct on your hotel site.

  • 10. MakeShareable, Fresh

    Content

    10. MakeShareable, Fresh

    Content

  • A steady stream of shareable content on your website is:

    a) Helpful from a social media perspective (lots of things to share!)b) Beneficial for your SEOc) Engages guests that visit your site

    Fresh content is a win-win-win.

  • 11. AddSocial Sharing

    Icons

    11. AddSocial Sharing

    Icons

  • Make sure your content is easily shareable toFacebook and other platforms.

    You can add social sharing icons to your websitewith easy tools like ShareThis, AddThis orSumoMe.

  • 12. LookAt Who Your

    Audience is

    12. LookAt Who Your

    Audience is

  • Learn more about the customers that matter toyou before you invest in paid advertising.

    Facebook Audience Insights gives you information like:

    demographiclocationinterestsconnectionsand more!

    https://www.facebook.com/business/news/audience-insights

  • Think of Audience Insights as a mini GoogleAnalytics for your Facebook page.

    You can customize your target audiencewith adverts manager or power editor before

    your campaign is live... but AudienceInsights lets you learn more before putting

    budget behind it.

  • You can view information about 3 groups:

    1. People on Facebook2. People connected to your page or event3. People in custom audiences which you mayhave already created, e.g. a newsletter databaseor a custom audience from your website.

  • Here's how specific you can get:

    Lets say you want to target American male and femalesbetween the ages of 35-44 who are interested in hotelsand travel.

    In the example on the next slide, you're currently targeting70% women and 30% men, 67% of whom are married and64% of which are educated to college level. Looking atthis further, we can see that 32% of this audience have anassociated management job title.

  • 13.Use Paid

    Advertising

    13.Use Paid

    Advertising

  • Facebook advertising should be anessential part of your hotel's digitalmarketing strategy to drive direct

    bookings back to your own brand site.

  • The news feed, with it's frequently-updated algorithm, isat the center of Facebook success.

    Facebook serves posts to users that they're likely toengage with, with means that there's more competitionthan ever for marketers hoping to compete for realestate.

    Here's a look at the paid options available to you:

  • BOOSTED POSTS:

    Boosting a post is an effective, inexpensive way to getas much exposure as possible for your content.

    It lets relevant people see your posts: you can set aspecific audience to target, for a set budget, over a set

    period of time.

  • GHOST POSTS

    Unpublished page posts, or 'ghost posts,' are usedsolely for advertising. They won't show up on your

    hotel's Facebook page or in news feeds, making themhandy if you're posting too frequently.

    They let you show your content to a tailored audience,and let you display a call to action button.

  • CUSTOM AUDIENCES

    Facebooks custom audiences allow you to reachcustomers you already have an established relationshipwith. These types of campaigns are super-effective, andavoid the wasted clicks youd get from a more generic

    audience.

  • WEBSITE CUSTOM AUDIENCES

    Collect a list of people who have visited specific pages on yourwebsite. You can start collating this list as soon as you add the

    Facebook custom audience pixel across your website.

    For example, people who have checked availability on yourwebsite but who havent proceeded to the booking stage are the

    low-hanging fruit, and worth retargeting through Facebook toentice them to come back to book directly on your website.

  • EMAIL/PHONE NUMBER CUSTOM AUDIENCES

    You can upload a list of email addresses or phone numbers directlyto Facebook, and it will automatically match these up with the

    relevant Facebook IDs if they are on Facebook.

    This is very useful when you use it alongside an existing campaign.For example, you can retarget people whom you have sent an e-

    zine to in the past couple of days, but haven't booked yet.

  • LOOKALIKE CUSTOM AUDIENCES

    Lookalike audiences allow you to target and reach new peoplewho are similar to one of your custom audiences. For example, a

    powerful lookalike audience would be people similar to thosewhove already made a booking on your website. Facebook will

    then match up the top % of users to display your ads to.

  • ADVANCED CUSTOM AUDIENCES

    There are numerous advanced targeting options that can belayered on top on one another, gradually making your audiencesmaller and more relevant, driving down costs and raising ROI.

    You can use single factors or combinations of interests,behaviours & geo location.

  • Here's a social checklist to make sure your Facebookpage is working as hard as it can:

  • Remember not to oversell on every Facebook post! Keepthe 80/20 rule in mind:

    Only 20% of your content should be about your brand.The other 80% should be dedicated to sharing contentthat really matters to your audience and engages with

    them in conversations.

  • There are always new ways for you to reach out topotential guests, and Facebook is just one of the

    platforms that you can use to develop long-lastingrelationships.

    You need to make an effort to engage with your fans,listen to what they have to say and get ahead of your

    competition.

  • Net Affinity is an award-winning technology company focusedexclusively on the hotel sector.We have collated the brightest,experienced and passionate team of online marketers, account

    managers, designers and developers to ensure our clients'online success and continued growth.