5. • We’re maxed out from
constant information overload
• Hotels put all info on
homepage b/c bandwidth was
slow in 90s
• Sharing/experience economy
• Pinterest/social media
• Smart phone/tablet use
(mobile) is growing
exponentially. Mobile search
up 200% in 2012 (Google).
Tablets will outsell PCs by
2015 (IDC)
• In 2013, Google declared itself
a “mobile-first” company. Most
people now access Google via
mobile beginning this year
• LinkedIn mobile use: 19% in
2012; 30% in 2013
• Millennials don’t read as much
6.
7. • Ask for it
• Track social media
• Learn Instagram
• Create events at property
• Pop up trend is growing
• Create pages about
destination & partners
• Create a local restaurant
guide. Interview your chef.
Interview someone else’s
chef
• Create pages with a
calendar of events, like
Papaya Playa
• Find amateur photographers
on staff and make a deal
• Create contests on social
media
• Create a photography class
8.
9. • Experiences + emotions
• Anecdotes + context
• Amenities + people
• What are your USPs?
Visuals should revolve
around those
• Employees all have a
different story about the
hotel. Ask their
opinion/feedback. Especially
millennials. Start a webpage
with their answers
• Where is your hotel within
the destination, and what is
close by for your guests to
do? Your answer is a story
• Why does your hotel offer
good value? Another story
• Create a story arc
10.
11. • You don’t need a blog, but it’s
good to think like a blogger
• Brands are becoming
publishers/content marketing
• Many websites are busy but not
comprehensive
• Everyone will tell some kind of
story eventually online
• Start simple
• Have a plan & keep it focused
• Only prepare a posting schedule
you know you can stick to
• Even once a month is okay to
start
• Post testimonials from business
travelers, wedding parties,
couples, birthdays, meeting
attendees & meeting planners
• Post photos and videos with just
a short paragraph description
• Authentic reviews are gold today
Slide 16 (Darlene – hand off, Monica starts) I’d like to now pass it off to Monica. Take it away
Slide 17 (Lancaster website/ why are visuals important to our marketing team) People don’t have the time to read, and when they do they don’t really concentrate. A picture is worth a 1000 words Images are easier, quicker & more precise to grasp (than reading)
Slide 18 (Lancaster gallery/ How to I maintain a visual presence online) First and foremost is having a very visual website. In the last 3 years we have changed our website twice. Each time focusing more on visuals. The results have been impressive. With each change we have seen that people remain longer in our site, and are converting more into reservations with fewer steps. Images (photos, 360 & video) are a true reflection of our hotel. If there is a renovation – images are changed within 24 hours to show the changes. For us having a website for smart phones and tablets is as important as our main website.
Slide 19 (Lancaster viewer) Images can make an emotional connection with the viewer Pictures can tell stories. They are an easy way to share a specific message Everything comes through the eyes Images allow us to show unique features of our property Allows us to inform more accurately to “shoppers” the look & feel of the hotel Permits to convey the unique value of our property as compared to other hotels in our market Easy to change whenever needed to show “what’s going on” , “new features”, “activities” etc
Slide 20 (Lancaster facebook) Not everyone uses the same social platform. We have seen that for our community focusing on Facebook, Google+, YouTube, Twitter, and Pinterest is the best way to reach them with information On sites like Facebook, people can book directly to us. Social media we try to communicate more, so we show day to day happenings “Manager’s Cocktail Photos”, “food festivals”, “events decoration” etc and we get a conversation stated based on the images. On Facebook & Google + we change our cover photo constantly, so
Slide 21 (Lancaster pinterest) Our information always focuses on visual story telling. With a picture we can say a lot more and in less words. We use social media as a way to tell our story visually and in a compelling way. We like to show different aspects of the hotel: Suites, Event Rooms, Restaurants, employees, guests
Slide 22 (Lancaster tripadvisor) First and foremost is having a very visual website. In the last 3 years we have changed our website twice. Each time focusing more on visuals. The results have been impressive. With each change we have seen that people remain longer in our site, and are converting more into reservations with fewer steps. Images (photos, 360 & video) are a true reflection of our hotel. If there is a renovation – images are changed within 24 hours to show the changes. For us having a website for smart phones and tablets is as important as our main website.