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Social Media Storytelling Webinar Presentation

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Visual storytelling is the best way to succeed on social media today. Here’s why: 44% of people are more likely to engage with brands if they post visuals (according to Forbes) and videos are shared 12 times more than text posts on Facebook (according to HubSpot). This webinar, Get Social: How to Use Social Media to Tell Your Hotel’s Story explores how hotels can tell visually compelling stories to engage their social media communities.

Speakers:
Daniel Edward Craig, Founder, Reknown Travel Marketing
Danielle Valenchis, Transient Sales Manager, North Point Hospitality

Published in: Travel
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Social Media Storytelling Webinar Presentation

  1. 1. Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.comvfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
  2. 2. Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau
  3. 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
  4. 4.  What travelers want from social media What is visual storytelling and why it is important on social media How hotel marketers can successfully tell their stories on social media
  5. 5. Daniel Edward Craig Author and former GM turned hotel consultant Speaks and blogs about social media, reputation management and storytelling Featured speaker at TripAdvisor‟s Master Classes
  6. 6. Danielle Valenchis Transient Sales Manager for North Point Hospitality Group Sales and Marketing for 5 hotels in Savannah Born and raised in New York, moved to Georgia in 2011 Degree in Communication Studies
  7. 7. Poll:What is your biggest social media challenge?
  8. 8. Why Storytelling? “Storytelling is way more effective than going through data or a sales pitch” - Dave Kerpen, Co-founder of Likeable marketing firm, Author of New York Times best seller “Likeable Social Media”Source: Social Media Examiner, http://www.socialmediaexaminer.com/storytelling-why-stories-attract-more-customers/
  9. 9.  Over 700 YouTube videos are shared on twitter every minute  On Facebook, the top 10 brand pages find that photos and videos drive the most engagement  Videos are shared 12x more than links and text post combined  Photos are liked 2x more than text updates  Instagram is currently on pace to beat the number of users on Facebook in 4 yearsSource: MBooth, http://www.marketingtechblog.com/visual-storytelling/
  10. 10. 68% of business travelers watch travel-related videos (on desktop or mobile device), up from 56% two years ago 68% 56%Source: European Travel Commission, http://www.newmediatrendwatch.com/markets-by-country/17-usa/126-online-travel-market
  11. 11.  Facebook’s Sharing Life’s Major Moments report ranks types of stories people share most often on Facebook  Travel stories take up 42% of the list 42%Source: CNN Travel, http://travel.cnn.com/explorations/life/facebook-confirms-what-weve-known-years-people-show-about-traveling-648608
  12. 12. Daniel Edward Craig Author and former GM turned hotel consultant Speaks and blogs about social media, reputation management and storytelling Featured speaker at TripAdvisor‟s Master Classes
  13. 13. Storytelling – a longstandingtradition
  14. 14. A good story 1. Grabs attention 2. Inspires action 3. Is retold (shared) 4. Is remembered
  15. 15. Visual storytelling  Telling stories through imagery “We‟re seeing a huge uptick in images in content  No translation required marketing across the  Instagram & Pinterest – board. Marketers are moving away from written explosive growth content and toward images  Social networks love and videos.” imagery Rebecca Lieb Analyst, Altimeter Group  User vs. owner photos: New York Times, Dec 15, 2012 control vs. influence
  16. 16. Show, don‟t tell
  17. 17. The Power of Imagery
  18. 18. Facebook loves photos Photos receive more:1. Visibility2. Real estate3. Engagement
  19. 19. The Georgian Terrace Hotel
  20. 20. VFM Leonardo‟s VBrochure
  21. 21. Pinterest – Dreaming & Sharing
  22. 22. Instagram – brand pages
  23. 23. Be transparent & authentic
  24. 24. Who is your target market?
  25. 25. … or this?
  26. 26. Your website: hub of stories
  27. 27. Video – the real storySource: Google and Ipsos MediaCT, July 2012
  28. 28. Video
  29. 29. Tips for Visual Content1. Be authentic2. In-house vs. professional?3. Be resourceful4. Ask permission and give credit
  30. 30. Danielle Valenchis Transient Sales Manager for North Point Hospitality Group Sales and Marketing for 5 hotels in Savannah Born and raised in New York, moved to Georgia in 2011 Degree in Communication Studies
  31. 31. What I‟ll Cover How We‟re Telling Our Story on Facebook Why We‟re Using Facebook What‟s Working for Us
  32. 32. How We‟re Telling Our Story Posting about the “big” and “little” things of the hotel ◦ Big things = standard items  Rooms, pool, fitness center
  33. 33. How We‟re Telling Our Story (con‟t) ◦ Little things = “what makes the hotel special”  e.g. Different waffle flavors, special amenities, complimentary cookies  What makes your hotel unique35
  34. 34. How We‟re Telling Our Story (con‟t) Show the human side ◦ Employee Moments  Awards won  Dressed up for the holidays  Charity events
  35. 35. How We‟re Telling Our Story (con‟t) Show the human side ◦ Guest Moments  Runners before Rock „n‟ Roll Marathon  “Dad Unpacking the Car”  St. Patrick‟s Day
  36. 36. Why We‟re Using Facebook Fans a hotel for a simple reason … They LIKE it! ◦ Keep fans connected through photos, contests, first knowledge of low rate periods ◦ Try to create a personal experience between fan and hotel
  37. 37. The Thought Behind It All:A fan will stay at a hotel with apersonal connection vs. staying ata place with no familiarity
  38. 38. Why We‟re Using Facebook Another channel for guest satisfaction ◦ Respond to negative and positive posts  Shows hotel actively listens to their guests  Can publicly address any negatives for good PR
  39. 39. Why We‟re Using Facebook Showcase Savannah Attractions ◦ Purpose is to get fans excited about Savannah  Re-book the hotel
  40. 40. What‟s Working for Us Package Specials with Local Tour Company ◦ Overall, these posts receive the most Shares  Package revenue has increased
  41. 41. What‟s Working for Us Employee/Fun Photos ◦ Overall, receive the most Likes
  42. 42. What‟s Working for Us Acknowledge groups, businesses & city wide events on Facebook ◦ Will a group‟s facebook and welcome on our wall and their wall ◦ Post photos of their arrival
  43. 43. What‟s Working for Us Beautiful, interesting photos ◦ Instagram, PhotoGrid, PicSayPro are your best friends
  44. 44. What‟s Working for Us Placed icon in guest‟s key packets to encourage new Likes ◦ Gaining 2-6 new fans each week for all 5 hotel facebooks Overall, revenue from Facebook has increased since being regularly active
  45. 45. Recap Telling our Story on Facebook ◦ Highlight what makes our hotels unique ◦ Sharing guest and employee moments – keep it personal Why We‟re Using Facebook ◦ Keep guests engaged to create personal connection with hotel ◦ Listen to guest feedback and publicly respond ◦ Showcase Savannah to create interest in visiting the city What‟s Working for Us on Facebook ◦ Package Specials have most Shares, Employee photos have most Likes ◦ Acknowledging a group, business or city wide event on both our and their walls ◦ Beautiful and interesting photos ◦ Icons encourage guests to Like your page
  46. 46.  A good story grabs attention, inspires action, is shared and remembered Facebook, YouTube, Instagram, Pinterest make it easy to tell stories through visuals Investing time and effort in visual storytelling and being active on social media does pay off
  47. 47. Poll:Did you find the content in this webinar valuable?
  48. 48. Watch your inbox for…  Recording of this webinar ◦ Share it with your colleagues  Free guide ◦ The Hoteliers Ultimate Guide to Visual Storytelling on Social Media  Invitations to upcoming webinars ◦ February‟s topic: Attracting Corporate Travelers
  49. 49. Enter Today!Visitfacebook.com/vfmleonardoClick Like to Win App
  50. 50. Connect www.vfmleonardo.com with us! vbrochure@vfmleonardo.com 1.877.593.6634 Danielle Valenchis @vfmleonardo facebook.com/vfmleonardo danielle.valenchis@hilton.com www.northpointhospitality.com Daniel Edward Craig dcraig@reknown.com www.reknown.com52 @dcraig
  51. 51. Questions and Best Practices

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