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+ Facebook for Tourism By Ayngelina Brogan, Michael Hodson May 12, 2014

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Facebook for Tourism

By Ayngelina Brogan, Michael Hodson May 12, 2014

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+Find us

/BaconIsMagic  /GoSeeWrite  

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+Why Facebook?

In  2012,  Facebook  reviewed  the  top  stories  people  shared  to  their  Facebook  @melines  and  discovered  that  the  top  story  being  shared  by  users  was  travel  experiences.  42%  of  stories  shared  to  users  Facebook  @melines  were  travel  experiences,  more  than  double  that  of  the  next  category.  

We  all  want  the  Facebook  brag  post.  

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+

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+7 Rules for Facebook Success

1.  Establish  your  objec@ve:  n Build  brand,  generate  leads,  build  loyalty?  

2.  Keep  it  entertaining  3.  Engage  daily  with  the  community  4.  Consider  different  @me  zones.  5.  Invest  in  Facebook  adver@sing  6.  Schedule!  7.  Monitor  insights  

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+Have a Page?

1.  Do  you  have  an  easy  URL?  

2.  Is  your  loca@on  easy  to  find?  

3.  Are  you  promo@ng  it  on  your  website?  At  your  loca@on?  On  social  media?  

4.  Do  you  ever  review  your  insights  page?  

5.  Are  you  responding  to  customers?  

6.  Have  you  considered  a  booking  widget?  

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+What to Post on Facebook?

n Videos  and  photos  from  others  n Recipes  for  food  or  drinks  n Photos  from  the  menu,  staff  or  suppliers,  photos  imported  from  Instagram  

n What  do  guests  usually  comment  on?  n   How  do  you  welcome  guests  upon  arrival?  n Do  you  have  a  staff  member  who’s  well-­‐known  with  guests?  n   Are  you  located  close  to  local  abrac@ons    n What  is  your  city  or  local  community  known  for?  n   Do  you  offer  any  special  services  for  children  or  pets?    n Any  awards  you  have  received  n Out  at  local  events  

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+Contests or Giveaways

n  Ask  fans  to  comment  on  a  theme  or  submit  their  favourite  photo  

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+Facebook Advertising

n  With new algorithms it’s more difficult to reach your fans and find new ones.

n  However, Facebook’s advertising program allows you to segment your message by country, language, age, gender and personal interests.

n  With a rich reporting system you can experiment with different ads for a small budget and expand with successful results.

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+Tips for Facebook Advertising

1.  Decide what you want to do. Build fan base, promote a new product or engage people on site.

2.  Define your audience. What country are they in? What language do they speak? What age?

3.  Create an ad that is interesting, use a great photo and copy that encourages people to read more.

4.  Test different ads against each other and different audiences. Adapt as needed.

5.  Continue to evaluate long term as some advertising may resonate with some fans more than others.

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+Facebook Insights

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+Insights: Individual Posts

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+Insights: Where do likes come from?

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+Insights: When are people online?

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+Great Facebook Accounts

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+Be Surprising: Ritz-Carlton Naples

The  Ritz-­‐Carlton  of  Naples  asked  guests  ques@ons  like,  “How  do  you  like  your  coffee?”  Staff  would  then  surprise  the  guest  each  morning  by  remembering  they  liked  black  coffee  with  two  sugars.  

Small  gestures  are  an  inexpensive  yet  effec@ve  way  to  win  customer  loyalty,  sharing  with  others  their  VIP  experience.    

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+Be Conversational: Iceland

Subtlety  and  humor  can  be  very  effec@ve.  

Crea@ng  a  voice  for  the  island,  Iceland  asks  you  to  be  its  friend.    

"I  have  heard  that  many  humans  use  the  Internet  to  make  friends,  and  to  talk  about  themselves.  I  decided  to  do  this,  too.”  

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+Be Playful: Ritz Carlton Maui

Abrac@ng  families  is  important  for  this  hotel  in  a  highly  compe@@ve  region.  Here  they  features  many  kid-­‐friendly  ac@vi@es  including  hotel  pets  Loco  and  Moco.    With  their  own  Facebook  page  the  Ritz  Carlton  shows  that  despite  being  a  luxury  hotel,  it  remains  kid  friendly.  

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+Be bold: The Pfister Hotel

Suppor@ng  its  commitment  to  the  art  community,  the  Pfister  keeps  an  ar@st  in  residence.    

The  first  winner  was  ar@st  Stephanie  Barenz,  and  the  hotel  now  posts  her  sketches  on  its  social  networks—a  unique  way  of  keeping  tradi@on  alive  in  a  digital  world.  

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+Be Part of the Crowd: Delta

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+What do you put on Facebook?

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