Utilizing FacebookMeta & Instagram to capture new hotel bookings.pptx
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With over 2.9 billion users, Facebook, now known as Meta is not going away any time soon. The same can be said for Instagram which Facebook acquired in 2012 for $1 billion in cash and stock. Your next guest is most likely on one of those platforms as you read this email. They are either using the platforms to research their next travel destination and/or share their plans for their summer vacation. In this presentation rezStream and Cass Tooke will walk you through the topic "Utilizing Facebook/Meta & Instagram to capture new hotel bookings." By the end, you'll better understand how your social media strategy can be one of the best ways to ensure that your business has a robust online presence while also optimizing your time.
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Utilizing FacebookMeta & Instagram to capture new hotel bookings.pptx
- 2. Overview • About Me • rezStream • What I Do at rezStream • Tackling the Facebook & Instagram World • Recap • Q & A 2 www.rezStream.com
- 3. About rezStream www.rezStream.com 3 Small company of caring and passionate individuals View ourselves as an extension of your team 100 years of combined industry experience Suite of solutions focused on helping independently- owned properties
- 4. Cass Tooke: About Me • Content Marketing & Social Media Specialist at rezStream • Started at rezStream in April 2022 • Originally from Houston, Texas. Moved to Denver in January. • I enjoy seeing movies at Alamo Drafthouse, listening to music, riding my bike, and practicing to be the next contestant on the Great British Baking Show. www.rezStream.com 4
- 5. My Role at rezStream • Develop, implement, and analyze social media strategies for our digital marketing clients. www.rezStream.com 5
- 6. Tackling the Facebook & Instagram World Your Guide to Social Media Strategies
- 7. The Facebook Universe and Marketing • Facebook knows its users and what they want. • This benefits us and how we can market to Facebook & Instagram users. www.rezStream.com 7
- 8. Your Social Media Presence Goals • Drive direct bookings. • Boosting awareness for your property. www.rezStream.com 8
- 9. Identify your audience. • This information includes identifying age, gender, education, work, income levels, where they live, interests, aspirations, and whether they have kids. • Using Facebook Insights is a great way to discover these aspects and Google Analytics in the audience report. www.rezStream.com 9
- 10. Discover how to introduce yourself to them. • After identifying your audience, we will figure out how to communicate with them most effectively. What do they respond to? We can figure this out by creating engaging content. www.rezStream.com 10
- 11. Let’s take a look at Facebook Insights.
- 12. What Should I Post? • Photos & videos of your property and the surrounding area. • Graphics highlighting positive customer reviews. • Ads. www.rezStream.com 12
- 14. Customer Feedback Post Examples
- 16. Scaling A Facebook Ad Campaign • We need to discover: • Customs- Using your customer database, we will upload phone numbers, email addresses, Facebook user IDs, and app user IDs. • Lookalikes- Now that we have a picture of your customer database, Facebook can find similar users to open a whole new set of potential customers. • Age & Gender- Targeting the right age and gender of users is important for effective marketing. Luckily, this is easy to do on Facebook. • Detailed Targeting- This approach is used to target new customers or people who’ve never heard of your business before. It involves demographics, interests, behaviors, and other categories. • Location- This is important, especially for a local business. Ads will specifically target a region, city, state, or country that can make a direct booking. www.rezStream.com 16
- 17. Our Recommended Target Demographics: • Location • Detailed Targeting • Age & Gender www.rezStream.com 17
- 18. Implementing Your target Audiences • Your audience options: • Smart Audiences • People you choose through targeting • People who like your page • People who like your page and people similar to them • People in your area www.rezStream.com 18
- 19. Which Audience Targeting Should I Choose? • Our #1 choice is smart audience targeting. • AI Monitoring pulls in key audiences immediately. • Gives your audience a more personalized experience and allows you to grow your reach. www.rezStream.com 19
- 20. Implementing Your Ads • Determine ad duration. • Strategize your budget. • Consider how many views and click you want. www.rezStream.com 20
- 21. Let’s take a look at using Facebook Ads.
- 22. Facebook Ad Tips • Don’t be afraid to reuse successful ads. Twice is always nice! • Always report and monitor. www.rezStream.com 22
- 23. Questions to Ask Yourself • Is my content attention-grabbing? • Do I have compelling call-to-actions? • Am I targeting the right audience?
- 24. Recap 1) Facebook is there to help you find new audiences. 2) Content created with substance will ensure reach and engagement. 3) Organic and paid content can guarantee more direct bookings. www.rezStream.com 24
- 25. Thank You Cass Tooke, Content Marketing & Social Media Specialist Please forward all questions regarding this webinars to: • Sales@rezStream.com • (303) 872-0220 • www.rezStream.com 25 www.rezStream.com
- 26. Visit the rezStream Education Center For upcoming webinars, past blogs, and resource guides. 26 rezStream.com/Education
Editor's Notes
- Hi everyone. My name is Cass Tooke and I’m happy to be here today to guide you through Using Facebook/Meta & Instagram to capture new hotel bookings. During this webinar, we will learn how to master Facebook systems for promoting your property. We will identify ways to create attention-grabbing content to build new relationships with potential new customers. We will learn to implement new ideas for reaching new audiences and learn simple tricks to save time on creating content.
- Today we are going to explore a few topics in this webinar. I will tell you a little more about me in the next slide, detail my work here at rezStream, jump into marketing on Facebook and Instagram, give a little recap, and then open the floor for any questions you may have.
- I work as the content marketing and social media specialist here at rezStream, I’ll dive more into the aspects of this job in the next slide. I started this job in April of this year and I’ve really been enjoying my time creating content for our unique clientele and learning more about their properties all throughout the country. With three years of professional experience, I’ve utilized my skills as a digital marketing creative with work in social media, content creation, market research, and digital communications. After leading initiatives across multiple organizations, I’ve strengthened social media engagement for my clientele and bolstered what made each brand unique to audiences. I moved to Denver earlier this year in January. My boyfriend of five years is originally from Colorado and wanted to move back to the mountains. Once he had the opportunity, I tagged along to start a new adventure in my life. I’m originally from Houston, Texas. I lived there all my life and there I strengthened my digital marketing skills by attending the Jack J. Valenti School of Communications at the University of Houston. While balancing work and school, I earned my B.A. degree in Public Relations and a minor in Marketing. When I’m not working, I love watching movies, especially at Alamo Drafthouse. That’s a cool movie theater originally started in Texas that plays all types of movies from new releases to cult classics, which are my absolute favorites. I got very excited when I learned that I live next to three Alamo Drafthouses here in Denver. I love music, especially artists like David Bowie and newcomers like Harry Styles. My boyfriend and I love riding our bikes, especially here in Denver since there are so many bike trails. I also love baking and with the Great British Baking Show being one of my favorite tv shows, it’s my dream to get that Paul Hollywood handshake.
- I develop and promote monthly social media calendars for 20+ clients here at rezStream. I schedule, post, and manage content on various social media networks and identify missed opportunities and new trends in social media and other content marketing aspects. Facebook is the primary social media network our clients use, along with Instagram. I curate eye-popping and engaging content for all our clientele’s audiences that establish unique relationships with each follower to lead to potential bookings.
- When it comes to marketing your property, there is no company in the world that has more information about its users than Facebook. It includes much more than just your age, gender, and location. While those things are valuable for marketing purposes, Facebook also knows which websites you visit and how often, how much time you spend doing various things online, and what you purchase. From a business marketing standpoint, that stuff is gold. And thankfully it’s right there for the taking if you know where to find it and how to use it. That’s where a social media presence comes into play.
- Our goal in implementing Facebook & Instagram presence is to drive direct bookings, along with boosting awareness of our property. Our content will be engaging and will drive people to click on our pages and posts, encouraging them to learn more and further their planning phase of a vacation. The way we present ourselves, the audience we target, the medium we use, and several other factors will play a major role in how successful your social media strategy will be.
- Let’s take a look at our insights. We’re going to head over to Facebook Insights and Google Analytics.
- You may be asking yourself right now, what should I start posting? When using Facebook and Instagram, there are many unique options for sharing organic content on your page. The classic options are always sharing eye-popping photography. These can be photos of your property, including your rooms and other unique amenities such as a pool area, garden, or scenery around your property. You can also share photos of the city you’re located in; this way audiences can learn more about the area and its culture. You can highlight landmarks, activities, events, and local spots for dining. Videos are becoming more and more popular on Instagram and Facebook thanks to apps like TikTok. In fact, Instagram reels now receive more engagement than regular video content by 22%. Video content gives a more immersive look into aspects of your property. You don’t need a professional film set up to create quality video content either, don’t hesitate to pull out your phone and record videos highlighting what makes your property stand out. We have three major keys to producing great video content: have authenticity, let the content be natural, and not forced to seem appealing. Produce a good video, something you want to watch! If you choose to have dialogue in your video, make sure the scripting is solid and will captivate audiences. Both video and photo posts should include engaging captions, welcoming your followers to start a conversation with you. You can provide your audiences a look into staying with you by sharing positive customer reviews pulled from Google or other sites such as TripAdvisor. Utilize graphic makers like Canva to create appealing visuals sharing customers’ great experiences while staying with you. Once shared, users can learn more about what its like staying with you, making a stay with you more appealing. Another way to reach more audiences and strengthen your reach is to utilize Facebook Advertising. This is a paid tool to implement goals such as more website visits, page likes, promoting booking specials, and obtaining direct bookings through a boosted reach. Facebook advertising campaigns are becoming more vital as social media continues to evolve. Facebook ads can target audiences in unique ways and have opportunities for you to reach more audiences in ways you never thought of. We’ll learn more about ads in the next few slides.
- Pictured here are sample ads of what Facebook ads will look like to users browsing through their mobile feed. You should use high-quality and eye-catching photos for ads, ranging from pictures of your property or the surroundings of your city. You can use more than one photo; image carousels allow multiple photos for users to view. Ads will look similar on Instagram as well and include the call to action and links to your desired landing page. Ads will appear on Instagram stories as well while a user is viewing those. The designated landing page when users click the ad can lead to the accommodations page or your direct booking page. Always include a call to action, whether it is calling for a direct booking or alerting users to not miss out on a promotion you are running. Including your location and local activity/attraction will also grab users’ attention. You want to keep the ad copy short, too many words can detract users from reading more into your advertisement and keep scrolling. Ad fatigue is a major factor while an ad is running. You don’t want your audiences to grow tiresome of your content, so make sure the content is captivating.
- There are many ways you can approach your Facebook Marketing campaign, but any activity will be a disaster unless we are targeting the right audience. Here is a rundown of how we can scale your marketing on Facebook to optimize results: • Custom- Using your customer database, we will upload phone numbers, email addresses, Facebook user IDs, and app user IDs. This information will then be matched to as many user profiles as possible. • Lookalike- Now that we have a picture of your customer database, Facebook can find similar users to open a whole new set of potential customers. • Age & Gender- Targeting the right age and gender of users is important for effective marketing. Luckily, this is easy to do on Facebook. • Detailed targeting- This approach is used to target new customers or people who’ve never heard of your business before. It involves demographics, interests, behaviors, and other categories. • Location- This is important, especially for a local business. Ads will specifically target a region, city, state, or country that can make a direct booking.
- We recommend three types of demographic tactics while implementing Facebook Ad Campaigns. The most useful ones we recommend is: • Location- If there are certain areas you want to boost your awareness, Facebook ads allow you to target any area you desire. These can be cities within your state or neighboring states. • Detailed targeting- We like to target things such as Travel/Hotels & Accommodations, Travel/Trips by Destination/Trips to North America/Trips to the US, and travel buffs. The option to select these target audiences will be available when creating the FB Ad. You can also target topics related to activities in your area like skiing, mountain climbing, or whatever things relate to your surroundings. • Age & Gender- Facebook Insights is again a great way to see what demographics such as age and gender are interested in your content. You can target your top ages and gender or target the audiences that are looking at your content less.
- The audience targeting lets you decide who should see your ad by creating an audience based on things like age, interests, and location. You have different options when choosing your audiences, including: • Smart Audiences- a new type of audience that allows advertisers to begin serving ads immediately, see results faster, and augment their current audiences. It is a proprietary, pre-built audience specifically created to help you see ROI as quickly as possible. The audience may expand over time in order to reach more relevant people who may be interested in your business. • People you choose through targeting- This targeting is specific for certain locations, age, and detailed targeting through interests (I.E. Colorado, animals, nature, tourism.) • People who like your page- Page like custom audience: an ad targeting option that lets you find your existing audience among people who are on Facebook. It can also be specific for a location and age/gender. • People who like your page and people similar to them- a group of people who are likely to be interested in your business because they're similar to your best existing customers. • People in your area- This audience targeting can be utilized strictly for people in your area, and the miles away from you can be adjusted from 1 to 50 miles away.
- When selecting target audiences while creating a Facebook ad, we like to start by selecting the “Smart Audience” option. We will plug in the detailed audience specifications such as location, age, and people who match certain interests (I.E., Travel/Hotels & Accommodations, Travel/Trips by Destination/Trips to North America/Trips to the US, and travel buffs). Smart audience advertising is a viable option because it predicts the interests of internet browsers using artificial intelligence. It starts immediately once the ad is approved by Facebook, bringing you results for your desired goal.
- Before running your ad campaign, you need to consider how long you want the ad to run. rezStream encourages business owners to run ads for 90 days, allowing us ample time to see how much traffic is drawn from the ad. That amount of time does not limit Facebook’s ability to optimize the ad and show you what is and isn't working. From a small or large budget, you will be able to attract views and clicks when running a Facebook ad. The more your daily budget is increased, the more people will be reached on Facebook and Instagram. While we encourage reaching as many as possible, it is entirely up to your team how many views and clicks you desire to coordinate with your budget.
- Let’s take a look at creating a Facebook ad. We’re going to head over to Facebook Ad Center.
- If you find that one advertisement did better than the others, take note! That ad can be repackaged with a few modifications to look new again, and thus attract just as much attention as for the first time. Any Facebook marketing campaign calls for systematic monitoring. That's why we at rezStream measure analytics data such as advertising metrics, page-level metrics, engagement rate, total page “likes,” and other metrics. You can implement conversion tracking, so we can use Google Analytics to measure website sessions, online bookings, revenue, etc. that come from the ads.
- It can take some time for your business to grow a devoted following, so don’t be discouraged if your posts aren’t doing numbers from the get-go. When establishing your social media presence, ask yourself these three questions: Is your content attention-grabbing? A helpful tip is to produce content that you would find interesting as well. Do I have a compelling call-to-actions? Your copy should convince users of the benefits of staying at your property during their vacation. Am I targeting the right audience? If you don’t narrow down your targeting, then your audience will be too broad. If your audience is too small, you won’t reach enough people to get the engagement and reach you need.
- Let’s recap. When starting your social media strategy, your presence will be more prominent when you attract the right audiences. Facebook insights is there to guide you through what audiences are looking at in your content. Make sure you are creating content that will establish a strong relationship with them, ensuring engagement that will lead to direct bookings for your property. Your visuals should stand out against other posts while users are scrolling through their feed, and the copy should also illicit attention as well. Always include a call to action in your post or a question to spark feedback from users. Creating Facebook advertising campaigns will also bolster your reach to audiences throughout the world wide web. With strategic targeting, you will be able to spread the awareness of your property to whomever you desire.
- That concludes our webinar today on using Facebook/Meta & Instagram to capture new hotel bookings. Thank you so much for joining us today, I hope you leave this discussion today with a better knowledge of conquering the social media mountain that is Facebook.
- PAUSE for 5 Seconds and STOP the recording. I will take it from here and us this slide as my segue into Q&A.