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Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.comvfmleonardo.com facebook.com/vfmleonardo @vfmleonardo

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Darlene Rondeau Vice-President, Best Practices, Online Merchandising VFM Leonardo Inc. @darlenerondeau

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Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar

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 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

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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

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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

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Poll:What is your biggest social media challenge?

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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/

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 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/

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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

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 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

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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

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Storytelling – a longstandingtradition

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A good story 1. Grabs attention 2. Inspires action 3. Is retold (shared) 4. Is remembered

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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

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Show, don‟t tell

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The Power of Imagery

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Facebook loves photos Photos receive more:1. Visibility2. Real estate3. Engagement

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The Georgian Terrace Hotel

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VFM Leonardo‟s VBrochure

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Pinterest – Dreaming & Sharing

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Instagram – brand pages

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Be transparent & authentic

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Who is your target market?

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… or this?

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Your website: hub of stories

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Video – the real storySource: Google and Ipsos MediaCT, July 2012

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Video

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Tips for Visual Content1. Be authentic2. In-house vs. professional?3. Be resourceful4. Ask permission and give credit

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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

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What I‟ll Cover How We‟re Telling Our Story on Facebook Why We‟re Using Facebook What‟s Working for Us

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How We‟re Telling Our Story Posting about the “big” and “little” things of the hotel ◦ Big things = standard items  Rooms, pool, fitness center

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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

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How We‟re Telling Our Story (con‟t) Show the human side ◦ Employee Moments  Awards won  Dressed up for the holidays  Charity events

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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

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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

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The Thought Behind It All:A fan will stay at a hotel with apersonal connection vs. staying ata place with no familiarity

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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

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Why We‟re Using Facebook Showcase Savannah Attractions ◦ Purpose is to get fans excited about Savannah  Re-book the hotel

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What‟s Working for Us Package Specials with Local Tour Company ◦ Overall, these posts receive the most Shares  Package revenue has increased

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What‟s Working for Us Employee/Fun Photos ◦ Overall, receive the most Likes

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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

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What‟s Working for Us Beautiful, interesting photos ◦ Instagram, PhotoGrid, PicSayPro are your best friends

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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

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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

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 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

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Poll:Did you find the content in this webinar valuable?

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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

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Enter Today!Visitfacebook.com/vfmleonardoClick Like to Win App

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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

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Questions and Best Practices