Facebook for Hotels - Master the Opportunity

Hotels & Social Commerce - Master the
Facebook Opportunity
---
Presented by
Cara Callaghan – Online Training Manager
Michelle Conaghan – Business Development Manager

www.facebook.com/avvio
www.avvio.com


What we are going to cover?

1. The Current Landscape for Hoteliers
2. Stats and Facts
3. Housekeeping Checklist
4. Optimise your Page
5. Maximise your opportunities
6. Managing your time
7. The possible implication of Google +1


The Landscape for Hoteliers

Engagement is key to success
Becoming a top referrer of traffic to hotel sites
Social Commerce through booking engine applications
Enquiries that would have previously come via email/phone now
coming through Facebook
More social group enquiries; parties, weddings etc.
Advertising opportunities around campaigns and short lead in
Acquiring new customers
Building brand awareness


Stats and Facts ts

Top 5 Countries (July 2011)

1. United States 153 167 600
2. Indonesia 39 204 200
3. India 32 669 120
4. United Kingdom 29 780 760
5. Turkey 29 654 240


Stats and Facts

1. Over 50% of Facebook users log in every day.
2. The average user still has about 130 friends.
3. 48% of 18-34 year olds check Facebook when they wake up, with 28%
doing so before even getting out of bed.
4. The 35+ demographic is growing rapidly - over 30% of the entire
Facebook user base.
5. 20 million applications are installed per day
6. Over 200 million people access Facebook via their mobile phone.
7. There are over 900 million objects that people interact with (pages,
groups, events and community pages).
8. Average user is connected to 80 community pages, groups and events


Hotels and Facebook


Facebook and Hotels

What does this mean for activity levels?
• Becoming part of the day to day activity
• Integrates into front office/customer facing team members
• Used as a communication and engagement tool
• Up to the minute information
• Move last room inventory
• Give more attention to sphere of influence or clout
• Check in require monitoring and reaction


Page Security

Name Email Position Assign Admin By

Notes:

Create Social Media Management Access Panel
Create a Social Media Policy
Assign Social Media Manager/Administrator
Have a process for removal/addition
Monitor regularly


Housekeeping on your Page

Checklist:
Edit Page
Are you getting notifications?
Are you replying as your page?
Have you set your username?
Check your default settings


Housekeeping on your Page

Checklist contd:
Ensure basic info filled out
Profile Pic – edit your thumbnail
Featured – likes and owners
Resources – duplicate pages, etc
Manage admins
Mobile
Insights


Optimise Your Facebook Page

1. Create a Vanity URL
2. Use the full links in your wall posts where possible
3. Info Tab – ‘Extended Info’ App for extra information.
4. Include keywords in your content, photos, events etc.
5. Link to your Fan page using keywords in anchor text.
6. Use keyword rich status updates.
7. Ask other sites to link to your Fan page.
8. Use ‘Events and Contests’ – ripple effect.
9. Utilize Your Sidebar


Your Customer and their Social Graph

Social Graph Potential

Likes

Other
Post
networks Fan
Average
130
friends

Share Review


Managing your Time

• Monitor daily and respond accordingly
• Use a management client for scheduling
• 3-7 posts per week
• Review activity weekly
• Welcome new fans
• Thank people for photos, comments, reviews
• Encourage posting, photo uploads, tagging
• Be specific with offers try to tailor or
personalise if possible
• Spot opportunities and react accordingly


Sample Activity Schedule

Activity Daily Weekly Monthly
Schedule activity:
- 3-7 posts per week
- Use management client
Posts:
-Responding to post increases engagement
- Welcome new fans
Monitor
- Respond to questions, requests, reviews
Review
- Assess what’s been successful
Offers/Campaigns
Plan


Measurement

Activity Weekly Monthly Growth % Target
Fans
Likes
Comments
Photos
Shares
Fan Offers
Website Traffic


Facebook Insights


Measurement

Facebook Insights
– Free tool for all Facebook users
– A meta tag must be added to the root of your web page to see these stats.

a) Go to the Insights Dashboard to access this information.
b) Click the ‘View Insights’ link
c) Users section shows you data on:
i. New likes, Lifetime Likes, Active Users (daily, weekly or monthly)
ii. Daily active users – Unique page views, liked a post, commented on a post
etc.
iii. Daily breakdown of likes
d) Demographics section shows you data on:
i. Gender and age, geo location, language
e) Activity section shows you data on:
i. Page views, Total tab views, External Referring Sites and media consumption


Measurement


Be as Social as Possible

Make things as easy to share as possible with plug ins


Must Do’s For Your Hotel

Customise your pages
Post regular updates
Encourage your fans to post.
Exclusive Facebook fan benefits.
Upload videos and pictures
Claim your Facebook Places page
Post as the hotel
Monitor your stats
Promote exclusive
fan deals
Enable your booking engine
application


Facebook Apps for Hotels

1. Booking Engine
2. Reviews
3. Discussions
4. Events
5. Video
6. Notes/Blog RSS
7. Links
8. Twitter
9. Extended Info

Note: Competition &
Promotion Guidelines
www.facebook.com/promotions_guidelines.php

Tips & Points

1. Ensure you secure your page details
2. Log into Tripadvisor and see what your customers see and how they
interact
3. Review can have very strong positive effect
4. Plan your activity
5. Monitor the success of your activity
6. Partner with other pages and build brand alliances
7. Use tagging in your posts or page
8. Your page can be tagged in photos


Advertising on Facebook

1. Facebook Ads
– Can promote an external website, Facebook application, Facebook
Page or Facebook Event.
– Can use image or text ads
– CPC or CPM
– Daily budget to control spend
– Billed to credit card provided
– Reporting available on ad performance metrics, social metrics and
demographic metrics.


Advertising on Facebook

2. Sponsored Stories
Sponsored Stories is “a way for marketers to sponsor activities that happen
throughout the News Feed.” Appear on the right in
the news feed.

Types of Sponsored Story:
• Page Like
• Page Post
• Page Post Like
• App Used and Game Played
• App Shared
• Check In
• Domain

The Possibilities of Google +1


What is Google +

Available on:
Google search results
Google search ads
3rd Party sites (coming
soon)


What is Google +

• Google’s attempt to rival Facebook in a nutshell.

• Profiles currently only available for individuals and not businesses yet so
hotels cannot set up a profile for now. Google engineers are promising to
build a business experience that will exceed that of consumer profiles.

Searchers will see personalized annotations from:

• Their Gmail chat buddies

• Their Google contacts in the My Contacts group

• People they’re following in Reader & Buzz


Here’s How the +1 Button Works

Brian clicks the +1 button Brian’s friend Mary now sees
next to your ad or organic a personalized annotation,
search result. on search results and ads,
showing that Brian +1’d it.

33

More recommendations in search

When a user clicks the +1
button on your site…

…their friends and contacts will see
personalized annotations on your
search results and ads with the
same final landing page URL.

3
4

Learn More about Google +1

Join us for our September Webinar
On Google +1 and other hotel specific
Google tools
Register at training@avvio.com


Thank you for joining us today.

Connect with us on www.facebook.com/avvio
Questions to training@avvio.com


Facebook for Hotels - Master the Opportunity

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