ldb_experience.lab brogan&hodson_05
DESCRIPTION
TRANSCRIPT
+
Facebook for Tourism
By Ayngelina Brogan, Michael Hodson May 12, 2014
+Find us
/BaconIsMagic /GoSeeWrite
+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.
+
+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
+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?
+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
+Contests or Giveaways
n Ask fans to comment on a theme or submit their favourite photo
+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.
+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.
+Facebook Insights
+Insights: Individual Posts
+Insights: Where do likes come from?
+Insights: When are people online?
+Great Facebook Accounts
+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.
+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.”
+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.
+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.
+Be Part of the Crowd: Delta
+What do you put on Facebook?
+