how to market your hotel, destination or attraction on...
TRANSCRIPT
1
Hospitality Sales and Marketing Association International (HSMAI)
How to Market Your Hotel, Destination or Attraction on
www.hsmaiuniversity.org
2
Overview of Format and TopicOverview of Format and Topic
Webinar ModeratorFran BrasseuxExecutive Vice President, HSMAI
www.hsmaiuniversity.org
3
HSMAI University Alliance PartnersHSMAI University Alliance Partners
www.hsmaiuniversity.org
POLL QUESTION #1POLL QUESTION #1How many people are participating in
this webinar at your location today?
� 1
� 2
� 3
� 4
� 5
� 6
� 7
� 8 or more
4 www.hsmaiuniversity.org
5
TodayToday’’s Presenter s Presenter
� e-Commerce SEO/SEM consulting since 1999
� 20+ Years of direct hotel sales experience
� Approved vendor with Marriott, Hilton and Wyndham Hotels
� Social Media Marketing Expert
� Pay-Per-Click Management
� Online Media Planning
� Strategic Linking Services
� Search Engine Marketing Services
• Need more information?
• Call:407-909-9036
� Gordon LiametzRevenue Performancewww.RevenuePerformance.com
www.hsmaiuniversity.org
Why Facebook?
Source: Tech Crunch
www.hsmaiuniversity.org6
www.hsmaiuniversity.org7
Fan Pages vs. Groups
Fan Pages� Publishes updates to fans
� Extremely customizable
� Able to use Facebook Insights (metrics)
� Ability to obtain custom URL which increases SEO
� Create Facebook events linked to fan page
� Better integration with rich media (links, photos, videos)
� Visible to unregistered people
� Better for long-term relationships with your fans
Groups� Group members can bulk invite
others attracting attention faster
� Consolidated into one simple
page
� Better for hosting an active
discussion and attracting quick
attention
� Good for organizing on a
personal level and for smaller
scale interaction around a cause
� Focal point for people with a
common interest
www.hsmaiuniversity.org8
Facebook Sales Funnel
9
Revenue Opportunity
Revenue Opportunity
www.hsmaiuniversity.org
Use the “About” text box to place keyword
� An important SEO strategy that should be implemented on your
Facebook Page is placing keywords as close to the top as possible
� The “About” box represents the highest place of the Page to add
custom text
� In order to add text to your Page’s “About” box, click the “Write
something about [YourPage]” in the box underneath your Page’s
profile picture
� There is a 250 character limit
10 www.hsmaiuniversity.org
Use the “Info” tab to Include Important Keywords
� Facebook creates an “Info” tab that has
fields containing important descriptive
metadata about the Page
� It’s important to fill out these fields,
because they provide the opportunity to
include keywords and links
� This will increase the content score of
your Facebook Page for many types of
Google searches
11 www.hsmaiuniversity.org
Use the “Info” Tab to Include More Important Keywords
� Address, City, State, and Zip code are important fields for local
searches
� Hotel overview and services are important fields for searches
� Websites is a valuable opportunity to add direct links to your own
websites or other relevant sites in your space
� The specific fields will vary according to the category you choose for
your Page when you create it, so choose the category that best fits
your needs
12 www.hsmaiuniversity.org
Add Photos with Captions, Events with Descriptions, and a Discussion Forum
� It’s important to always be sharing interesting content on your
Facebook Page, and always be using all available descriptive fields
on each type of content shared
� When posting photos, use verbose and keyword-dense descriptions
� When posting events, take the extra minute to include text and
keywords in the event description field that you want to rank for
� Facebook makes all of the content shared on Pages index-able by
search engines, so use the tools Facebook provides to your full
advantage
13 www.hsmaiuniversity.org
Join the Conversation
� This means that every time someone comments on your new status,
a photo, a video, or a discussion thread, you need to comment on it
� It is not a one-way conversation in which the brands talk down to
their customers
� Participation is not optional
14 www.hsmaiuniversity.org
Publish Interesting and Relevant Content
� Look at CVB or State Tourism content
� Look at Google News or travel articles
� Look at local attractions or event venues
� Give relevant content by doing a search
on Google Blogsearch, and leveraging an
RSS reader like Google Reader
15 www.hsmaiuniversity.org
Update Often
� While it’s extremely important to
monitor the conversation that users are
having about your hotel or destination
on Facebook Pages
� Post questions to users, create new
topics within discussion forums, and
perform other activities that create
engagement
� You need to keep engaging your fans on
a regular basis and continue to post
interesting content
16 www.hsmaiuniversity.org
Just How Often Should I Post?
� Conversational (1 - 3 per week)
� Informational (1 - 3 per week)
� Questions (1 per week)
� Promotional (1 per week)
17 www.hsmaiuniversity.org
Leverage the Power of Facebook Events
� Events provide an opportunity for
hotels and CVB’s to reach out to
their Fan base
� Facebook Event tips:
� Number of Events
� Select a compelling title
� Upload an attractive relevant photo
� Add content to your Event Page
� Invite all your friends
� Add a personal message to the
invitations
18 www.hsmaiuniversity.org
Leverage the Other Social Networks
� Building a large following requires other
social networking sites and links that
can drive visitors to your Fan Page
� Many organizations lack this level of
dedication, and expect Fans to find
them automatically
� Connecting to other social networking
sites and links from your website can
help build your Fan base
19 www.hsmaiuniversity.org
1. Facebook Notes - Pulls in the RSS feed from your blog or other content source and it will automatically bring everything into Facebook, as well as show all of your friends that you’ve
posted a new note http://www.facebook.com/apps/application.php?id=2347471856
2. Twitter App – Automatically pull your tweets into your Facebook status. It will put a Twitter-themed box on your profile http://www.facebook.com/apps/application.php?id=2231777543
3. Static FBML – Add FBML and HTML applications to include more stylized elements to a Page like clickable images, anchor text and interactive content
http://www.facebook.com/apps/application.php?sid=59c8a2bba844922b5153efc9b9eba237&id
=4949752878&ref=s
4. Extended Info - Use HTML to customize any kind of content and create numerous fields beyond the standard Information categories; you can also name the box anything you want so it
matches your page http://www.facebook.com/apps/application.php?id=2374336051&b
5. Posted Items Pro - You can embed multiple YouTube, Yahoo, and Google Videos, files, and more onto your profile
http://www.facebook.com/apps/application.php?id=2761091815&ref=pr
20
Free Apps
www.hsmaiuniversity.org
Facebook Insights - Tracking
� Count of total interactions this
week, broken down by type
� Post quality rating, from 1 to 5
stars
� Graphs for interactions,
interactions per post, post
quality, stream CTR, posts, page
views, media consumption,
reviews
21 www.hsmaiuniversity.org
New Facebook Promotional Guidelines
� Promoting a contest does not require Facebook approval
� Administering a contest does require approval from Facebook
� The new rules only apply to contest and sweepstake type promotions
� You must use an approved Facebook application to run your promotion
� Certain types of business are now prohibited from running promotions
� http://www.facebook.com/promotions_guidelines.php
22 www.hsmaiuniversity.org
Badges
23
� Provides link directly to Facebook Fan page
� Looks better than a text link
� Shows commitment to own Facebook page
www.hsmaiuniversity.org
www.hsmaiuniversity.org24
• Shows amount of Fans
• Shows random Fan pictures (can be hidden)
• Shows latest updates on Page (can be hidden)
• Enables website visitors to become Fans immediately
• Great way to increase Fan base
Fan Box
Promoting Your Facebook Page
� E-mail campaigns
� Publish photos, videos, etc.
� Post compelling content
� Host giveaways/promotions
� Use polls and voting applications
� Include the URL in marketing
materials
25
� Make use of badges
� Add custom html, fbml, flash
boxes
� Create events linked to your
Fan Page
� Encourage participation and
interaction
� Use your e-mail signature
www.hsmaiuniversity.org
Get More Facebook Fans!
26 www.hsmaiuniversity.org
27
28
29
30 www.hsmaiuniversity.org
31 www.hsmaiuniversity.org
32 www.hsmaiuniversity.org
33 www.hsmaiuniversity.org
34 www.hsmaiuniversity.org
35
Wheat Thins Get A Great Start To The New Year. Become a fan and we’ll give you a coupon for a dollar off your next box of Wheat Thins
36www.hsmaiuniversity.org
37 www.hsmaiuniversity.org
38 www.hsmaiuniversity.org
39 www.hsmaiuniversity.org
40 www.hsmaiuniversity.org
41
614) Magazine Become our Facebook fan for a chance to win FREE lunch for you +9 Cantina Laredo next week! Yum!
42
No problem! We’ll put it together for you and post it on our blog soon. I’ll let you know when its up.
www.hsmaiuniversity.org
hsmai.org43
Universal Orlando just announced the musical lineup for its Mardi Gras event this spring! Headliners include Akon, Aretha Franklin, Sheryl Crow, Beach Boys, 3 Doors Down and Chicago…
hsmai.org44
SeaWorld Orlando and Busch Gardens Tampa Bay Announce Lineup for “Bands, Brew & BBQ” SeaWorld and Busch Gardens have announced the country and classic rock stars performing at the parks during…
45
Keystone Guided Cat Tours Begin Saturday 1/9! Book now and get 30% off. Sale ends 1/24. Call 800-354-4386 to plan your adventure.
www.hsmaiuniversity.org
hsmai.org46
Do you know of anyone looking for a new career? We have several positions available both full-time and part-time. See our employment webpage for more information!
47 www.hsmaiuniversity.org
48 www.hsmaiuniversity.org
www.hsmaiuniversity.org49
Coming out to SF this weekend? Here is something that may be right up your alley. A day-long, closed-streets block party -- delicious street food, renowned chefs, a beer and spirits garden, roving street…
50 www.hsmaiuniversity.org
www.hsmaiuniversity.org51
What are your travel resolutions for 2010?
52 www.hsmaiuniversity.org
hsmai.org53
TripAdvisor Review Dec 27, 2009 “Live here, but first dinner here”- Trip type: Couples Very satisfied. I had the best salad with maple flavoring…
54
Facebook contest is here! The first 50 Facebook fans to find Mr. Anthony Calandra and give him their filled out form (see attached link) will receive a $50.00 gift certificate good for any Calandra Restaurant.
Facebook Advertising
1 Location Targeting
2 Keyword Targeting
3 Connection Targeting
� Fans of any of your Pages
� Users of any of your Applications
� Members of any of your Groups
� Attendees of any of your Events
4 Relationship Targeting
55
5. Age Targeting
6. Birthday Targeting
7. Education Targeting
8. Sex Targeting
9. Workplace Targeting
10. Language Targeting
www.hsmaiuniversity.org
Should You Outsource Your Online Presence?Can you save time and money by leaving social media marketing to the pros?
1 First, determine if outsourcing is
right for you…
2 Conduct a cost/benefit analysis
3 Should you hire an in-house “Social Media
Specialist”?
4 Many hotels and destinations will simply
add those social media duties to an
existing employee's responsibilities
5 Keeping a personal profile on Facebook is
very different than understanding how it
can be used for branding
56
6 Unless you already have an employee
who is well-versed in social media for
marketing and increasing online
visibility, the only advantage would be
that they already know your hotel and
destination
7 The hotel or destination can save hours
trying to add Facebook apps, “how to’s
or Facebook issues” and searching for
relevant links and content
8 Whether going it alone or hiring a
specialist, you should consider going to
a social networking consultant to make
sure you are on the right path
www.hsmaiuniversity.org
Summary
� Update Frequently
� Be Personal
� Ask Questions
� Encourage Interaction
� Check Insights Monthly
57
� Share Information
� Promote Special Offers
� Remember to Keep it Simple
� Engage Your Customers Through Polls
and Contests that Get Them
Generating the Content
� Consider Outsourcing Your Social
Networking Efforts
www.hsmaiuniversity.org
www.hsmaiuniversity.org58
Bonus Conference Call....if you registered for the entire 3-part series, you can join us on a one hour conference on Friday, January 29, 2010 at 2 pm EST.
Submit up to five SEO/SEM questions that we will answer on the conference
call. Email [email protected]
Questions can include:
• Search Engine Optimization
• Local Search Marketing
• Pay-Per-Click Marketing
• Social Media Optimization
• Finding Sales Leads Online
• Budgeting for 2010
• Questions about your e-commerce vendor or vendor reports
This is a great opportunity for you to get expert answers to questions you may
have on a variety of e-commerce strategies.
59
Questions ?Questions ?
� Gordon LiametzRevenue Performancewww.RevenuePerformance.com
www.hsmaiuniversity.org
January 21 – How to market your hotel, destination or attraction on Twitter
January 28 – How to market and find prospects on LinkedIn
Don’t miss Sessions 2 & 3 of this series:
www.hsmaiuniversity.org
Register for these and watch www.hsmaiuniversity.comfor upcoming webinars
60
EvaluationEvaluation
� Please take a moment now to click on the Evaluationlink in the LINKS box and complete the evaluation.
� Be sure to click on “Submit” when you have completed the evaluation to send us your responses.
� Your comments & suggestions are very important to us, and they help us to provide you with quality programming.
TodayToday ’’s webinar is copyright 2010 by the Hospitality Sale s & Marketings webinar is copyright 2010 by the Hospitality Sale s & MarketingAssociation International with All Rights Reserved.Association International with All Rights Reserved.
61 www.hsmaiuniversity.org