Being facebook webinar


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Being Facebook is one webinar in the Explore Tourism learning series that focuses on Facebook and fan pages for travel and tourism businesses. This webinar is helpful for beginners, assists in a review of actual fan pages of seasoned users, and provides ideas for future Facebook marketing strategies that can boost a social media marketing plan built for Facebook and Facebook fan pages.

Learn which customer groups respond well on Facebook, Facebook strategies that will jump start your lead generation plan and the importance of strategic content to engage and maintain your fans on your business Facebook page.

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  • Hi everyone this is Kay Walten coming live from Playa del Carmen Mexico, one of the hottest tourism destinations in the world. I want to thank you in advance for the time you are taking out of your day to be with us. We are going to be talking about Facebook, this is not a how-to do facebook, this is about being social, being facebook. The step by step can be easily learned, but being facebook take a bit of listening, engaging and style
  • Thank you for joining us! We are excited to be holding the first webinar online for social media
  • There are over 800 million people on facebook. To give you an idea of how many 800,000 is, if Fb was a country it would be #3 in the world, only exceeded by China and India. 1 in every 12 people on Earth is on Facebook More than 50% of our active users log on to Facebook in any given dayWe all KNOW Fb is big but as we go about our day to day lives running our small businesses, taking kids to school, we just do stop to realize HOW big fb really is.
  • 40% of ALL internet use is on facebook. So all the time spent online at the office, at home, on mobile, 40% percent of their time is on facebook.
  • North America is one third of the big facebook cookie. 71.2 % of all USA internet users are on Facebook
  • So looking at the visits to social media networks, which include message boards, forums, trip advisor, youtube, twitter, google +, blogging these people are spending the bulk of their visits and time on fb.
  • If you are on facebook you probably are a fan of some fan pages. Facebook pages, commonly referred to as FAN pages are for businesses, large and small for B2C marketing. B2C is business to consumer or customer marketing. This is a great opportunity to interact with consumers, customers, clients.
  • AND Tourism is a business to consumera B2C industry. The other 20% of tourism business is directed to business travel, conventions, medical travel.
  • So we know our tourism customers are here on facebook in large numbers, and so we need to look at how to BE facebook as a marketing strategy.
  • This marketing strategy will have you engaging with your guests when they are not in your hotel. on your tour or in mexico….
  • If you don’t want to talk to your guests, enjoy their compliments, listen to their stories, input and……. address their complaints then no need to go further.
  • Clients, customers, tourists, are different from us and we need to understand them.…so when the time is right we can sell them what they want or needusing other marketing strategies such as your website, blog, toll free number, email.
  • Facebook fanpage insights will give you some great stats to determine where your clients are from and how they found you.
  • How often do your clients engage with you…how often do they click through on the information you are giving them what makes them excited.You can see the information on insights, See who you are turning on with the information, the content you are providing them with.
  • Did they buy or book on your facebook page? Or did they click through to your payment page that is on another online piece of real estate such as your website, blog, online store
  • Are they going to your blog or website?Facebook can give you insights as when they read,What they readAnd if they are clicking through to your articles, news and promotions
  • A fan page is not your profile page. Facebook gives you an opportunity to build a business “fan” page.
  • Fan pages have more application options that will benefit your businessWe love to think that our customers are our friends but for technical reasons (and these are very good reasons) you want to have a fanpage! Fans may not even be a purchasing customer today but they are the people out there working for you for free, endorsing what you do.Fans are your cheerleaders. Fans you can almost consider like part of your company.Fans want you to succeed.Fans want to feel apart of your actionFans want to feel specialYou can feature a fan of the month.Ask your fans to share your content.Ask fans to contribute content.
  • Customers need to find youso if your business name is Kay Walten Group it was not available and so we needed to think of a name that was descriptive and was easy for people to find, so we came up with Kay Walten Consulting. Therefore think about the best name for your page.And Choose your name wisely because you can’t change it!
  • Once you create a fan page. You can go to and request a custom name. Otherwise you will have a long url which is hard to give out to people!
  • Google crawlsfacebook profiles, so you want keywords in your profile. Whats a key word, it is words you type into a search box. So if you are looking for a place to stay you may search for hotels in mexico. The search engines will give results based on those “key words” in their page, and in this case the results could show your facebook profile if you have the key words in your description.
  • Who are you, where are you located, what do you do, how do you do it, when are you doing it (tour times, hotel hours, customer service hours etc)
  • Just having a fan page is not necessarily a reason for someone to click like.
  • The Landing page is what people first hit when they go to your facebook page, if they are not a FAN already.
  • Local news and local tips not in the tour books
  • Not telling you why they should like you! A first timer on Nikki Beach may not know why to like them, or really what they are about. They just jump right into a survey.
  • Brands, video, twitter stream, call to like reason to like them. For Pepsico you can see headlines of their latest new, promotions and links over to their blogs.
  • Would you sell a tour or a hotel room and then stop talking to customer.?.The marketing process does not stop at the like or the one sale, it is an ongoing process. Once you have them, you need to keep them AND the conversation going.
  • Ask questions of your fans.What do they like to do on vacation?What would they recommend to other peopleAsk them to share their experiences.Ask them for their biggest challenge.Even what their favorite drink is at happy hour.
  • Tell your fans about events, parties, upcoming fun things to do, a fab tour, cultural events, the weather, the beach. And hey no events happening to talk about, well it is your opportunity to through an online party!
  • Enagement can be found through visual, auditory and written word…test it out to see what your fans react to the best. Photos generate one of the highest levels of engagement.
  • Content does not always have to come from you…your fans also want to share. Fans want to be part of the action, they a want to be your friend, especially if you are in travel & tourism people want to feel like they are there, their vacation experience continues as they interact with you.You can have photo or video contests as well.
  • Don’t let them see you quick books reports or determine where your business headed, let them give you some ideas or input as to what they would citrus smelling shampoo or mint, muffins for the new breakfast or fresh fruit. This gets them invloved and lets them think they influence…albeit in small ways but still it makes them feel important.Its like having your own little focus group of people to bounce ideas off of.
  • Facebook is about fun. Since most of us are in travel and tourism making it fun should be the easy part.
  • So make it worth their while ….while driving them from a fan to a paying customer
  • Don’t create all of this and not utilize it. Make the decision to use this as a marketing tool and be consistant. Check every day, post 2 or three times a week, comment and react when asked a question.
  • Like your BFF, make each fan feel special. Don’t just push info at your fans and then drop off for the day, address people by their names in replies, notice if someone is engaging more than others, treat all your fans well and make them feel that being your fan is worth while Make a fan special, don’t broadcast all yoru specials all the time on all your online real estate. Save one special for a fan special…and tell them it is only for fans. Free for the week from ah cacoa or a dessert each night delivered to their room or an upgrade on the tour when they book it. But don’t offer that to anyone else.
  • You will learn what isuseful to your fans over time…take the time to listen to what they are saying.
  • Don’t bust your gut adding apps and other things to do your fan page once you open it….if you do your profile, landing page and secure your urlthen over time you can build other apps into the mix and create a great fan page that is useful, and engaging
  • Market research lets you understand your customers better, and facebook is a great place to get these insights. County, age, habits, where they are commenting, where they are clicking, and compare this to your other online realestate. Are older customers going to your webpage, are younger ones engaging on facebook, who is watching you on twitter…all of the stats you can collect gives you a better understanding of who your customer is…when you know who they are you can build more targeted marketing campaings and have a more successful ROE or ROI
  • Will review the 5 social media examiner winners one slide will have the fanpage and the next slide will have the key points
  • Great description of company philosophy on Info pageAppealing use of “photo of the day”Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive gameCreates customer community on Meet Others page
  • Easy lunch boxes kitchen & cookingFabulous branding on welcome page, also making clear the incentives for liking the pageCreative use of Photos tabExcellent responsiveness to each individual commenterShares good content for moms/people raising families
  • Snap Retail is a marketing firm for retailtersGood use of quotes, links and personal stories in postsKeeps it personal through photo uploads and allowing employees to reveal their identities“Snappy Hour” is a great way to increase conversation, involvement and answer social media marketing questionsWelcome tab has a good video and integration with other social media platforms
  • Obeo is a photography service Good use of incentives to like the page for Facebook exclusive promotionsVariety in posts (blogs, pictures, trivia, links)Nice presentation of video and virtual staging on Welcome tabSmart balance of content on YouTube tab – informational and inspirational
  • RestaurantExcellent use of apps for displaying menu, reviews and reservationsStrong call to action for joining mailing listGood use of videosEngagement on wall is personable and consistent
  • Talk about a brands
  • We are going to be emailing you in the next 24 hours with an online survey and if you complete it you get a copy of our facebook resources.
  • Being facebook webinar

    1. 1. How to ‘BE’ Facebook <br />For travel and tourism businesses<br />
    2. 2. All questions can be submitted on Twitter using the hashtag#sm4t<br />If you are experiencing technical difficulties please let us know on twitter<br />If we have technical difficulties please stay online until we are able to resolve the issue<br />LETS GET STARTED!<br />
    3. 3. Over 800,000 million people worldwide <br />use Facebook<br />
    4. 4. 40% of internet use is on Facebook<br /> July 30, 2011<br />
    5. 5. One third facebook users are from North America<br />
    6. 6. Facebook accounts for more than 50% of visits to any social media platform.<br />
    7. 7. For businesses, fan pages are for B2C marketing<br />
    8. 8. Tourism is over 80% a B2C business<br />
    9. 9. So don’t just <br />DO Facebook, <br />‘BE’ Facebook <br />as a <br />marketing strategy<br />
    10. 10. and BE really good at it!<br />
    11. 11. How to ‘BE’ Facebook <br />For travel and tourism businesses<br />
    12. 12.
    13. 13. Turn this webinar <br />off now if you don’t <br />want to talk to your guests<br />
    14. 14. Building a Facebook strategy will provide you with <br />5 Marketing Benefits<br />
    15. 15. Get you to know your guests/clients<br />
    16. 16. Lets you understand your clients intimately<br />
    17. 17. You find out what grabs your clients attention<br />
    18. 18. Discover what they are <br />buying from you<br />
    19. 19. You can find out where else they are trying to learn about YOU! <br />
    20. 20. Building your fan page<br />
    21. 21. For business you want FANSNOTFriends<br />
    22. 22. Find a great name for your fan page<br />It needs to match your business name or at least come close<br /><br />
    23. 23. Secure the custom url for your fan page so that you have a webpage that you can market<br />
    24. 24. Create a great profile so people can see who you are<br />
    25. 25. Use keywords in your profile text so you are found on google<br />
    26. 26. Answer all the questions <br />Who<br />Where<br />What<br />How<br />When<br />
    27. 27. Give them <br />a reason <br />to like you<br />
    28. 28. Call their like into action through a kick ass landing page<br />
    29. 29. Facebook Landing pages<br />
    30. 30. This is where you pull out the red carpet<br />
    31. 31. Tell them why they should like you<br />
    32. 32. What will they get if they like you?<br />
    33. 33. Discounts?<br />
    34. 34. Information?<br />
    35. 35. Secret information?<br />
    36. 36. Concierge <br />Services <br />
    37. 37. Or all of the above<br />
    38. 38. Landing page should clearly tell a guest:<br />Why they should like you<br />Why they should revisit<br />What the purpose of your fan page is<br />
    39. 39.
    40. 40.
    41. 41. BEING Facebook<br />Create your fan page, profile, custom url<br />Build an amazing landing page<br />
    42. 42. There is more…..<br />
    43. 43. Talk with your fans <br />
    44. 44. Its all about content baby <br />
    45. 45. Ask questions<br />
    46. 46. Give travel information<br />
    47. 47. Post videos,<br /> photos <br />and text<br />
    48. 48. Get your fans to help<br />Post their videos, photos and favorite things to do<br />
    49. 49. Get them to vote on small business changes <br />New shampoo ideas, tour times, tour details<br />
    50. 50. Bottom line <br />
    51. 51. Make it fun! <br />
    52. 52. 30% of Facebook users find Facebook to be a guilty pleasure – like chocolate<br />
    53. 53. When Being Facebook remember these <br />7 important rules<br />
    54. 54. Be available<br />
    55. 55. Give your fans something special<br />
    56. 56. Give them something useful<br />
    57. 57. Build your fan page over time<br />
    58. 58. Facebook fan page apps <br />Videos<br />Photos<br />Email sign up<br />Event page<br />Store<br />Contests<br />The list goes on and on<br />
    59. 59. Use facebook to understand who your fans are<br />
    60. 60. 5 great fan pages <br />
    61. 61.
    62. 62. Great description of company philosophy on Info page<br />Appealing use of “photo of the day”<br />Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game<br />Creates customer community on Meet Others page<br />
    63. 63.
    64. 64. Fabulous branding on welcome page, also making clear the incentives for liking the page<br />Creative use of Photos tab<br />Excellent responsiveness to each individual commenter<br />Shares good content for moms/people raising families<br />
    65. 65.
    66. 66. Good use of quotes, links and personal stories in posts<br />Keeps it personal through photo uploads and allowing employees to reveal their identities<br />“Snappy Hour” is a great way to increase conversation, involvement and answer social media marketing questions<br />Welcome tab has a good video and integration with other social media platforms<br />
    67. 67.
    68. 68. Good use of incentives to like the page for Facebook exclusive promotions<br />Variety in posts (blogs, pictures, trivia, links)<br />Nice presentation of video and virtual staging on Welcome tab<br />Smart balance of content on YouTube tab – informational and inspirational<br />
    69. 69.
    70. 70. Excellent use of apps for displaying menu, reviews and reservations<br />Strong call to action for joining mailing list<br />Good use of videos<br />Engagement on wall is personable and consistent<br />
    71. 71. Now you can BE Facebook<br />
    72. 72. Create an experience that reflects your brand<br />
    73. 73. Connect your fan page in some way to your current overall look and feel of your business and customer experience <br />
    74. 74. Give your visitors something to talk about<br />
    75. 75. WOW your captive audience<br />
    76. 76. Complete our online survey to get more facebook resources <br /><br />@kaywalten<br /><br />