Facebook Timeline for Hotels - Are you ready for the change?

Facebook TimelineAre you ready for the change? Presented by: Michelle Conaghan www.avvio.com www.facebook.com/avvio

Not another change

Facebook Global Stats 845 million plus users world wide Top three countries include US, India, UK US has 155 million user. 50% return daily Business are only reaching 16% of fans 350 million mobile usersIrish Stats 2.1 million user in IrelandUK Stats• 30 million users in the UK

Managing your page

Managing your page• Admin panel• Tabs are now apps• Pin to the top• About us• Place page – maps• Notifications• Highlight posts

Insights on Timeline

GM’s want results in the form of ROI

People talking about this Liked your Page Liked, commented on, or shared your Page post Answered a Question you’ve asked Responded to your event Mentioned your Page Tagged your Page in a photo Checked in or recommended you

Best practice guidelines

Best Practice• Cover dimension – 851 x 315• Profile image – 180 x 180• No CTA’s on the cover• No promotions or discounts• No arrows or incentives to like• Avoid excessive wording• Run competitions through a third party application• Update regularly• Speed of response

Opportunities

Turn connections into customers

18-34 year old women are the most activeU.S. Social Network Use by Age, DemographicsBase: U.S. social media users, Q3 2011Source: The Nielsen Company

Customers expect something in return for a ‘Like’ Expect access to exclusive content, events or sales 58% Expect discounts or promotions through Facebook 58% Expect to receive updates about the co. to the newsfeed 47% Expect the company to postupdates, photos or videos to newsfeed 39% Expect to share with friends, family and/or coworkers 38% Expect the name of co. to show up on my profile 37% Do not expect anything to happen 37% Expect the co. to send more relevant content based on my public profile 36% Expect to interact with page owner (e.g., brand, person) 28% Expect the co. to access data Consumer Expectations for Brand Liking in my public profile 27% % of Facebook users, September 2011 Source: ExactTarget Expect the co. to contact me through other channels 24%

55+ user visits from mobile double 109% 76% 68% 67% 70% 61% 45% 44% 41% 37% 16%Social Network Growth, by Age, Ethnicity% change, Q3 2010 v. Q3 2011Source: The Nielsen Company

Opportunities• Eye catching emotive cover shots• Strong profile images• Direct messages from fans• Prioritise app importance• Pin the most important content to the top• Star interesting and visual content• Tell the story of your hotel through Milestones

New Facebook cover

Tips for increased engagement

Tips• Localise your content• Keep it visual• Pin important items• Speed of response• Listen to the feedback• Use timeline to tell the story of your brand• Keep it fresh and engaging• Consider ads to amplify your message

Listen

The challenge for hotels isto stand out from the crowd

Facebook Places update• Check-in numbers on Facebook to be revised• Accurate and holistic picture of how people visit your business.• When people tag their friends at a location and upload a photo, those tags will be counted to include more accurate check-in information.• If a group of friends checks into a location, all the people tagged are counted in the check in stats.

Facebook Timeline for Hotels - Are you ready for the change?

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