Basis for Innisfree Hotels Facebook strategy with posting guidelines.

1. Facebook 101
Innisfree Hotels
Prepared by Jill Thomas, September 24, 2011

2. Why Bother?
The # of Americans 35+
on Facebook doubled last
month.
The fastest growing
demographic is 55+
44% online sharing
happens on Facebook
More then 1/2 of
Americans use Facebook

3. 62% of small businesses in US
have a Facebook page.
93% of American brands have a
Facebook page.
37% of Americans search for
business information on Facebook
rather then a website.

4. Customers expect responses to questions like
Where’s the Pool?
They expect to make reservations for
tomorrow.
They post knee jerk complaints & expect
instant resolution.

5. Word of Mouth = 200
TV Ads
Justin Holmerud, Director
of Field Marketing, Social
Media & Mobile for
Starwood Hotels, says,
“Engaging customers in
social media conversations
is the first step in making
them advocates for your
hotel.”

6. Content is King
Facebook marketing = content marketing.
Content marketing = distributing content to
attract customers & build loyalty.
Content marketing is a creative response to
customers who’ve tuned out traditional
marketing (which is almost everyone).

7. Charisma
If your content isn’t compelling
your customers will tune you out.
Easier to tune out with new
‘Unsubscribe’ function.
Trends suggest consumers will
gain more control over content
they view on social networks.

8. Good Content is Hard to
Find
Must constantly create and curate diverse,
entertaining, valuable content.
This is difficult & labor intensive.
Easier if everyone helps.
Think Social!

9. Boring Content= No Edge
Edge Rank is 2nd most
important computer
algorithm in marketing
after Google search.
It’s Facebook’s algorithm
that determines what
your fans see in their
News Feed.
Edge Rank decides if
your customers will see
your content.

10. You Got Edge?
Every interaction with
Facebook creates an
‘edge’ like status updates,
picture uploads &
relationship status
changes.
Only the most important
‘edges’ make it into a
News Feed.

11. Affinity
Weight
Recency

12. Affinity
Based on how your actions. If you snoop, like,
comment on someone’s content their content
will appear in your News Feed.
Self perpetuating. The more someone
appears in your News Feed, the more you
are likely to interact with their content and
the more affinity will be gained.
One way street.

13. Weight
Some edges have more weight then others.
More weight = more News Feed views.
Videos, links and photos have more weight.

14. Recency
Edge decays over time.
Newer content is prioritized.

15. Curate, Create & Engage
to Succeed
Likes & comments on posts, comments
on our wall = Affinity.
Diversity of content = weight.
Consistency = recency.
Affinity + weight + recency = SALES!
Timing is everything.

16. Every Day
Click on globe & respond -last word.
Check fan page newsfeed. Share & Schedule.
Respond to Talk to Us - Casual Concierge.
Post update before 1pm.
Use all content in monitor file plus your own.
I do sales & blog. Don’t post on blog content.

17. Posting Guidelines
Use @links whenever possible.
Share video & links whenever possible.
When not possible use compelling
picture.
Three lines - never more.
Check off what you’ve done in
Basecamp.
Think Social & ADD to basecamp.