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The Changing Face of Hospitality Imagery: Customer content & social media
 

The Changing Face of Hospitality Imagery: Customer content & social media

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Getting your imagery right is so important in marketing campaigns. This lively panel discussion was led by a team of experts in their particular fields. They discussed; ...

Getting your imagery right is so important in marketing campaigns. This lively panel discussion was led by a team of experts in their particular fields. They discussed;

- How the use of imagery has changed?
- How to create compelling video content?
- How to distribute via email, social media and advertising?
- How to optimise for mobile communications to ensure greater brand awareness and ultimately boost the bottom line

Our CEO, Anthony Rawlins, looked specifically at the importance of user generated content and social media, and how you can use such content in your marketing.

For more info about Digital Visitor, visit www.digitalvisitor.com, call us on +44(0)1179 055 195 or email info@digitalvisitor.com

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  • Can we give any other examples of traffic drivers – Affordable – can we show anything for Destination Bristol yet?
  • Can we give any other examples of traffic drivers – Affordable – can we show anything for Destination Bristol yet?

The Changing Face of Hospitality Imagery: Customer content & social media The Changing Face of Hospitality Imagery: Customer content & social media Presentation Transcript

  • 1The Changing Face of Hospitality Imagery:Customer content & social media
  • What you’ll get out of this session2• Why Customer content is important?• Why you should gather your own & how?• How you can use this customer content tomaximum effect?
  • Who are Digital Visitor?3An award-winning social media agency
  • Some of our clientsOur experience is in delivering technology to enable our clients to capture user generatedcontent & include...4
  • 5Importance of Customer content
  • What is Customer content?• Reviews & ratings• Photos• Videos• Discussions• Questions• Comments & much more...6
  • Why is Customer content important?• Photos & video inspire• Most social channels have migrated towards being moremedia focussed• Travel & hospitality industry is experiential – Reviews &ratings are good – photos & videos are better• Customer content can be about many things that canhelp you sell your rooms – hotel, facilities, food, location,attractions etc…• We search for hotels on location (eg. hotels in Barcelona)so gathering customer content  organic search traffic7
  • 8Benefits of Customer content
  • Increase browsing time & sales• Questions & discussions reduce siteexits• Photos & videos  browse time up to100%• Reviews  sales• Fresh content regularly added onyour site  search rankings• You can incentivise and get thecontent YOU want9
  • Increase search traffic & reduce marketing costs• Reduce your marketing costs, use on yourwebsite• Customer content is king for distributing viayour social profiles e.g. customer photos onyour Facebook & Pinterest channels. Customervideos on your YouTube channels etc…• Increases organic search traffic to your site –Panda update favoured user generated content& social media10‘Sandboarding at Erg Chigaga from UK’
  • Increase social traffic• Making it easy for the online visitors& customers to share content willdrive more traffic from social mediachannels• Your best new customers are friendsor family members of happy existingcustomers• When adding content, in the last 30days, just under 60% of users acrossour network logged in with theirsocial profile• 41% of these also shared content11
  • How can you capture your own customer content?Use feeds from these channels:Visit some of these suppliers for a complete solution:12
  • How can you ensure success?• Integrate technology on your site• Embed branded Pinterest board on yoursite• Include YouTube videos• Integrate 3rd party review widgetsor• Find an all-in-one solution for reviews,photos & videos• Communicate post visit to capture customercontent• Incentivise for the content you want13
  • Bluestone national park resort14• http://www.bluestonewales.com/• “Upload your favourite memories from your stay atBluestone including any comments, images, videocontent and every month we will choose one luckywinner to win a break here at Bluestone!”• Over 200 reviews• Many with photos & videos• 4.8 out of 5
  • 15Customer content in campaigns
  • Generator Hostels case study16• 4-week campaign to gather UGC fromGenerator Hostels social mediacommunity, in the form of destinationcontent• The campaign drove:1431 entries709 email opt-ins2429 new page likes* (from 10,634 to13,063)• This content was then used to createtravel guides for each of their hosteldestinations“Head to Scheunenviertel in the centre of Berlin, there is lots tosee, great shopping & make sure you stop at the Strandbar!”Jennifer (on Berlin)“You have to check out the Temple Bar area of Dublin. Itis full of cafes, bars and galleries and The Irish FilmInstitute Cinema is a must.”Faye (on Dublin)
  • Champneys case study17• Campaign offering spa lovers the chance towin a luxurious pamper break for 2• Entrants were encouraged to upload acreative picture of themselves in a face mask• The campaign drove:3880 email opt-ins112% increase in new page likes400% increase in referral traffic fromFacebook to Champneys site• Followed campaign with a Facebook flashsale which generated £21k of revenue in 48hours
  • Thank you18Anthony Rawlins0117 9055 195anthony@digitalvisitor.comwww.digitalvisitor.com