Nordic Choice Hotels - Bouncy Castles or Fairytales: How Nordic Choice Hotels Is Winning on Social
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For many years, marketers have been approaching social from an all fun and play perspective. Building social media traffic is a lot like a city planner knowing how to efficiently get traffic in and out of a city. Getting people to your website through social media engagement can be tricky. How do you get people to go to your social channels? Nordic Choice Hotels are in the process of building a fairytale come true: increasing YoY traffic from organic social by 400% and driving revenue by 30%.
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Nordic Choice Hotels - Bouncy Castles or Fairytales: How Nordic Choice Hotels Is Winning on Social
- 1. Bouncy Castles or Fairytales: How Nordic Choice Hotels is winning on social
- 2. +200 hotels across 6 markets. HQ in Oslo and Stockholm.
- 4. Petter: hold my beer
- 5. Takin Kroop Social Media Manager takin.kroop@choice.no +47 47 96 00 94
- 6. We need a reality check.
- 7. We need a reality check. People don’t really care about brands on social media.
- 8. People are not on social to interact with brands.
- 9. Start by defining what value you are bringing to the table Are you interesting? Funny? Informative? Educational? Provocative?
- 14. You should not be on social for your sake …but for the sake of your potential customers and fans. Act like it.
- 15. We need to stop trying to game algorithms It’s not providing any value to us or the users
- 19. I mean, come on.
- 20. Stop misusing features for the sake of generating short- lived engagement.
- 21. Tips to create social fairytales
- 23. Be true to the social platform
- 25. Test all the new things.
- 26. Drive traffic to your own store.
- 27. Tailor your message to the channel
- 32. Social isn’t the holy grail Need Purchase
- 33. Social isn’t the holy grail Discovery PurchaseNeed Instagram Facebook Google Search Ad Retargeting Direct traffic
- 34. 2017 2019 May June July August September Sessions ↑ 3027% New Users ↑ 10.64% Transactions ↑ 594.29% Revenue ↑ 139.29% By UTM tagging everything based on channel and medium and department we can with certanity know how our efforts have impacted actual business results
- 35. …because the number is fancy or 10 000 fans who truly love you? 1 000 000 fans
- 36. Facebook’s scoring of posts ∑ = Ie • Se • Pe
- 37. § Average time spent on content § Person sharing a link over messenger § Multiple replies to a comment on a video § Overall engagement § When it’s posted § Commenting or liking a photo/status update § Story type § Engagement with a brand shared by a friend § How informative the post is Facebook’s Post Scoring Signals
- 44. Go big on content that performs well.
- 45. Getting people’s attention has never been free.
- 46. Getting people’s attention has never been free. The upside now is that it can be pretty cheap and effective.
- 47. You wouldn’t put your money on the horse in the back of the pack.
- 48. 2,3K reached 12 reactions 1 shares 1 comments 163K reached 214 reactions 82 shares 16 comments
- 49. Paid Distribution Strategy Total Impressions 9 945 780 Average Cost per Landing page View 1.93 kr Click Through Rate 3.72 % Landing Page Views 215 918 Return on Ad Spend 2.73 kr Value of Assisted Conversions 14 014 419 kr Conversion Path Position 4.58
- 50. Paid Distribution Strategy Facebook Ad Campagin Weekly Ad Set Driving Traffic Weekly Ad Set Driving Video Views Ad 1 Ad 2 Video 1 Video 2
- 51. We have increased revenue from organic social traffic by 298% since 2017 2017 2018 2019 Revenue from organic social May 2017 Kr44.677 May 2019 Kr178.090
- 52. Paid Distribution Quick tips Let Facebook optimise Use the proper objective Retargeting works UTM-tag all the things
- 53. Our recipie for success Ingredients 1 liter Direction 31 tbs Frequency 30 oz Value Let rest for a few days 1 cup Cold hard cash 3 drops Analysis Directions In a large bowl, sift together the value and direction. Make a well in the center and pour in the frequency and mix until smooth. Heat lightly oiled frying pan over medium heat. Pour the batter onto the pan and use approximatley 3 drops of cold hard cash to add flavour. Served best hot.
- 54. Takeaways § Define why people should care about you § Do. Learn. Repeat. § Analyse, but don’t overdo it. § Find a direction. Implement like hell.