Visual storytelling is the best way to succeed on social media today. Here’s why: 44% of people are more likely to engage with brands if they post visuals (according to Forbes) and videos are shared 12 times more than text posts on Facebook (according to HubSpot). This webinar, Get Social: How to Use Social Media to Tell Your Hotel’s Story explores how hotels can tell visually compelling stories to engage their social media communities.
Speakers:
Daniel Edward Craig, Founder, Reknown Travel Marketing
Danielle Valenchis, Transient Sales Manager, North Point Hospitality
Still wondering if social media is relevant for your hotel? Or what travel shoppers are looking for on social channels?
In this webinar, you’ll learn about why social media is a valuable tool to help hotel marketers visually tell their story and engage travel shoppers. The speakers will offer insights on how to leverage social media to improve your online presence and what travel shopper want to see online.
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In the final part of our Digital Marketing Summit for Hoteliers, Ed St. Onge, President of Flip.to and Charlie Osmond, Chief Tease of Triptease discuss the traveling & sharing the experience phase of the travel shopping journey and its impact on driving direct bookings.
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Learn advanced social media tips for hotel marketers from industry experts, Founder of Reknown, Daniel Edward Craig and Social Media and Marketing Community Manager of Joie de Vivre Hotels, Morgan Kunse.
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Learn the latest online travel trends straight from our webinar, with the first look at Google's 2014 Traveler Study. Catch the recording: http://www.leonardo.com/knowledge-center/webinars/understanding-todays-travel-shopper-learning-from-googles-2014-traveler-study/
Learn how to jump start your hotel's content marketing strategy with our experts, Adele Gutman, VP Sales, Marketing & Revenue for Library Hotel Collection and Clementine Amiraux, Creative Director for Hotel Josef and Maximilian Hotel.
Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015Leonardo
Learn about the most important hotel marketing trends of 2015 in our latest webinar.
Covering topics such as the importance of visual storytelling, the rise of content marketing, the power of video and the multi-screen/multi-device connectivity
Still wondering if social media is relevant for your hotel? Or what travel shoppers are looking for on social channels?
In this webinar, you’ll learn about why social media is a valuable tool to help hotel marketers visually tell their story and engage travel shoppers. The speakers will offer insights on how to leverage social media to improve your online presence and what travel shopper want to see online.
The Evolving Travel Shopping Journey: Traveling & Sharing The ExperienceLeonardo
In the final part of our Digital Marketing Summit for Hoteliers, Ed St. Onge, President of Flip.to and Charlie Osmond, Chief Tease of Triptease discuss the traveling & sharing the experience phase of the travel shopping journey and its impact on driving direct bookings.
Social Media Tips for the Advanced Hotel MarketerLeonardo
Learn advanced social media tips for hotel marketers from industry experts, Founder of Reknown, Daniel Edward Craig and Social Media and Marketing Community Manager of Joie de Vivre Hotels, Morgan Kunse.
Understanding Today’s Travel Shopper: Learning From Google’s 2014 Traveler StudyLeonardo
Learn the latest online travel trends straight from our webinar, with the first look at Google's 2014 Traveler Study. Catch the recording: http://www.leonardo.com/knowledge-center/webinars/understanding-todays-travel-shopper-learning-from-googles-2014-traveler-study/
Learn how to jump start your hotel's content marketing strategy with our experts, Adele Gutman, VP Sales, Marketing & Revenue for Library Hotel Collection and Clementine Amiraux, Creative Director for Hotel Josef and Maximilian Hotel.
Big, Bold, Visual: What You Need to Know About Hotel Marketing in 2015Leonardo
Learn about the most important hotel marketing trends of 2015 in our latest webinar.
Covering topics such as the importance of visual storytelling, the rise of content marketing, the power of video and the multi-screen/multi-device connectivity
Improving your B&B Website to Increase BookingsLeonardo
Our webinar explained how to improve your B&B website and drive more bookings, featuring Mark Hayward, Digital Marketing Consultant and Former Innkeeper, and Cecilia Williams, Owner of the Hillard House Inn.
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Get Smart about Visual Storytelling: Drive Bookings with Intelligent Content Leonardo
Joined by special guests Felix Laboy, CEO of WayBlazer, and Christopher Regalado, CEO & Founder of RevMar Digital, we take the content marketing conversation to the next level and explore how you can use more personalized, intelligent visual content to improve your marketing performance.
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We also covered 5 essential elements of a high-converting hotel website, to ensure you can capitalize on all the new traffic heading your way.
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Learn how to create a top performing B&B website with industry experts, Bob Tubbs, Owner of Cedars of Williamsburg Bed & Breakfast and Mark Hayward, Former Innkeeper and Digital Marketing Expert.
Our June webinar features Terry Jones, founder of Travelocity, and Emily Drennen, Marketing Specialist at the DoubleTree Resort by Hilton, discussing the importance of visual storytelling in the hospitality industry.
Learn how to improve your property's website presence and increase conversions with the President of Scott Yankton Consulting, Scott Yankton, and E-Commerce Executive at the Doha Marriott Hotel, Cristobal Galit.
A general overview of social media strategy for hotelsHotels need to implement good social media strategy, one that is integrated exceptionally with the offline marketing.
Embracing Mobility: How to Build A Mobile Website that ConvertsLeonardo
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Hospitality Management : Social Media StrategyFlorie Thielin
Florie is traveling from Mexico to Argentina swapping her hotel business skills for a bed along the way.
She is helping hotels with many subjects, and social media strategy is one of them.
Hotel digital marketers want their hotels’ websites to be found on the first page of Google but getting there can be a challenge because Google is constantly changing its algorithm (meaning the criteria it uses to determine rankings) and hotel shoppers are getting smarter in the ways that they search.
There isn’t a silver bullet to skyrocket your hotel website to the top over night, but there are a number of proven Search Engine Optimization (SEO) strategies you can start doing today that will affect your rankings tomorrow.
In this webinar you'll learn:
-Recent search engine and consumer search behavior changes that are impacting your rankings
-New rules of SEO and how to put them into action right now
-Important metrics that will help you measure your success
-Why indexing in search for more than your hotel name yields results
Why Your Social Media Marketing Isn't Working (And How To Fix It) Leonardo
Learn how to fix your B&B's social media marketing and make it work for you with industry experts Darlene Rondeau and Yvonne Halling, founder of BedandBreakfastCoach.com and B&B owner.
How To Build A Winning Social Media Strategy For Your HotelLeonardo
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An overview of how hotels can use social media to connect with guest of the future and past and provide current guests with unrivaled customer service.
Monetizing Mobile: How A Rich and Engaging Mobile Website Drives BookingsLeonardo
The slides from our July webinar, featuring insights from Robert Cole, founder of RockCheetah, and Assistant General Manager of the JHouse Greenwich, Bernard Augustin.
Check out these slides to learn more about how your property can monetize mobile and engage travelers across all devices!
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Darlene Rondeau, VP, Best Practices, at Leonardo is joined by Catlyn Origitano, Senior Content Marketing Manager, at Sojern to discuss the importance of a mobile website for hotels. They highlight the key features of a mobile hotel website that help usher travel shoppers down the booking path to book directly with you.
Improving your B&B Website to Increase BookingsLeonardo
Our webinar explained how to improve your B&B website and drive more bookings, featuring Mark Hayward, Digital Marketing Consultant and Former Innkeeper, and Cecilia Williams, Owner of the Hillard House Inn.
How to Convert Website Visitors into GuestsLeonardo
Our August webinar about increasing website conversions, featuring Daniel Zelling, Digital Marketing Expert and Founder of opensmjle, and Matthew Barton, General Manager of the Hampton Inn & Suites Boulder North.
Get Smart about Visual Storytelling: Drive Bookings with Intelligent Content Leonardo
Joined by special guests Felix Laboy, CEO of WayBlazer, and Christopher Regalado, CEO & Founder of RevMar Digital, we take the content marketing conversation to the next level and explore how you can use more personalized, intelligent visual content to improve your marketing performance.
Google & Leonardo Provide Smart SEO Strategies to Drive Direct BookingsLeonardo
In our recent webinar, Industry Director, Travel for Google, Jennifer Wesley joined us to discuss Google’s latest research into the modern traveler’s path to purchase, and share strategies for how to get in front of the right consumers at the right time, to drive qualified traffic that converts.
We also covered 5 essential elements of a high-converting hotel website, to ensure you can capitalize on all the new traffic heading your way.
How to Create a Top Performing B&B WebsiteLeonardo
Learn how to create a top performing B&B website with industry experts, Bob Tubbs, Owner of Cedars of Williamsburg Bed & Breakfast and Mark Hayward, Former Innkeeper and Digital Marketing Expert.
Our June webinar features Terry Jones, founder of Travelocity, and Emily Drennen, Marketing Specialist at the DoubleTree Resort by Hilton, discussing the importance of visual storytelling in the hospitality industry.
Learn how to improve your property's website presence and increase conversions with the President of Scott Yankton Consulting, Scott Yankton, and E-Commerce Executive at the Doha Marriott Hotel, Cristobal Galit.
A general overview of social media strategy for hotelsHotels need to implement good social media strategy, one that is integrated exceptionally with the offline marketing.
Embracing Mobility: How to Build A Mobile Website that ConvertsLeonardo
Discover what makes mobile hotel shoppers make their purchase with the insights and strategies in our August webinar on building a mobile website that converts.
Hospitality Management : Social Media StrategyFlorie Thielin
Florie is traveling from Mexico to Argentina swapping her hotel business skills for a bed along the way.
She is helping hotels with many subjects, and social media strategy is one of them.
Hotel digital marketers want their hotels’ websites to be found on the first page of Google but getting there can be a challenge because Google is constantly changing its algorithm (meaning the criteria it uses to determine rankings) and hotel shoppers are getting smarter in the ways that they search.
There isn’t a silver bullet to skyrocket your hotel website to the top over night, but there are a number of proven Search Engine Optimization (SEO) strategies you can start doing today that will affect your rankings tomorrow.
In this webinar you'll learn:
-Recent search engine and consumer search behavior changes that are impacting your rankings
-New rules of SEO and how to put them into action right now
-Important metrics that will help you measure your success
-Why indexing in search for more than your hotel name yields results
Why Your Social Media Marketing Isn't Working (And How To Fix It) Leonardo
Learn how to fix your B&B's social media marketing and make it work for you with industry experts Darlene Rondeau and Yvonne Halling, founder of BedandBreakfastCoach.com and B&B owner.
How To Build A Winning Social Media Strategy For Your HotelLeonardo
Social media has become a standard part of hoteliers marketing mix. However many hoteliers don't focus on social media ROI. Darlene Rondeau, VP, Best Practices for Leonardo is joined by Greg Bodenair, Area Marketing Manager at Kimpton Hotels of Boston & Cambridge to discuss how to build an effective social media strategy and track its ROI.
An overview of how hotels can use social media to connect with guest of the future and past and provide current guests with unrivaled customer service.
Monetizing Mobile: How A Rich and Engaging Mobile Website Drives BookingsLeonardo
The slides from our July webinar, featuring insights from Robert Cole, founder of RockCheetah, and Assistant General Manager of the JHouse Greenwich, Bernard Augustin.
Check out these slides to learn more about how your property can monetize mobile and engage travelers across all devices!
Webinar - Drive Direct Bookings with a Killer Mobile WebsiteLeonardo
Darlene Rondeau, VP, Best Practices, at Leonardo is joined by Catlyn Origitano, Senior Content Marketing Manager, at Sojern to discuss the importance of a mobile website for hotels. They highlight the key features of a mobile hotel website that help usher travel shoppers down the booking path to book directly with you.
Darlene Rondeau, VP, Best Practices Online Merchandising, presented this at the Eye For Travel Conference in Las Vegas this week exploring the allure of online visual merchandising.
New Year, New Plan: Planning Your Hotel's Digital Marketing for 2013Leonardo
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Mobilizing Hotel Storytelling to Reach Travel ShoppersLeonardo
More than 25% of travel shoppers research and book hotels on their mobile devices - are you reaching these shoppers? View these slides from our webinar, Mobilizing Hotel Storytelling to Reach Travel Shoppers, to learn why mobile optimization is vital for hotel websites.
Leveraging Social Media Marketing Trends for the Apartment Association of Gre...Erica Campbell Byrum
Erica Campbell spoke on 'Leveraging Social Media Marketing Trends' at the Apartment Association of Greater Knoxville (AAGK) on April 25, 2012 in Knoxville, TN.
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™.
Building and maintaining an on-going positive relationship with consumers through these marketing channels is critical to your company’s success! Whether you are completely clueless, somewhat familiar, or advanced, we invite you to come listen as Erica Campbell, Director of Social Media for Dominion Homes Media, discusses how to leverage social media and become part of the consumer dialogue.
Social Media Best Practices and Trends for Building Event BuzzErica Campbell Byrum
Social Media Best Practices and Trends for Building Event Buzz was presented by Erica Campbell, Director of Social Media for Dominion Homes Media at the NAAEI Affiliate Education Conference in Colorado Springs on August 23, 2012.
An event — be it a networking gathering, an online program, fundraiser, or class — is by nature a social affair. People attend to connect, interact, and share with their peers. People join social media networks such as Facebook, Twitter, LinkedIn, and Pinterest to connect, interact, and share with their peers. Using social media channels to market events and programs is a great strategy for getting attention and building excitement at low-cost to promote your events to a larger audience and build fans.
Erica Campbell discussed how to leverage social media and become part of the consumer dialogue. This session addressed the latest strategic insights in creating a center of excellence, social media best practices, improving consumer engagement, reputation management and other emerging opportunities.
In this session, attendees learned how to accelerate and increase event registration; create more customers for less marketing spend; and automate and streamline attendee and exhibitor data and content collection.
Top Social Media Strategies for 2014 - Review Pro WebinarRobert Cole
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Webinar: Keeping Up With the Ever-Changing Social Media AlgorithmsFalcon.io
It can sometimes feel like the networks change their algorithms every week. This can have significant implications for marketers. In this webinar we discussed how to stay agile and adapt to each change.
Together with global media platform, The Drum, we:
Demystified algorithms and why they change
Outlined the strengths and focus of each network
Showcased the strategies companies are adopting to cope
Social Media Marketing and Advertising for Summer CampsOur Kids Media
How summer camp can use social media marketing to improve communication and registrations every year. Social media stats, tips for facebook, twitter, linkedin and instagram. [Christian Camping International (CCI) Canada Mini-Conference, March 2014, Presented by Agnes Stawicki]
5 Essential Social Media Accounts for Tourism MarketingLaughlin Rigby
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The nonstop flood of status updates, tweets, pins, snaps, and posts in today’s super-charged social environment presents a challenge for brands to break through the clutter and meaningfully engage with customers. The power of social media is well documented, but how can marketers connect the dots and effectively interact with customers in such a fast-changing space? In this deck, discover key strategies for businesses to increase brand loyalty through social engagement.
As 2016 comes to an end, it's time to start planning how to best spend your marketing budget in 2017. Darlene Rondeau (Leonardo) and Tim Peter (Tim Peter & Associates) discuss the 4 biggest hotel marketing trends for 2017.
The Evolving Travel Shopping Journey: Winning the Hotel BookingLeonardo
In part 3 of our Digital Marketing Summit for Hoteliers, David Chestler, EVP Global Enterprise Sales & Business Development of SiteMinder and Joey Egan, VP Marketing of Leonardo discuss how to win the hotel booking and increase direct bookings for your hotel.
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In part 2 of our Digital Marketing Summit for Hoteliers, Charlie Osmond, Chief Tease of Triptease, and Ellis Connolly, Chief Revenue Officer of TrustYou discuss the travel research, planning & validation phase of the travel shopping journey and its impact on direct bookings.
The Evolving Travel Shopping Journey: Searching for Travel InspirationLeonardo
In part 1 of our Digital Marketing Summit for hoteliers, Chris Blaine, VP, Sales & Account at Sojern and Ed St. Onge, President of Flip.to disscuss how the inspiration phase of the travel shopping journey impacts direct bookings.
Clear-Cut Digital Marketing Strategies to Capture More Direct BookingsLeonardo
Tried and true digital marketing strategies you can implement right now to deliver an impactful shopping experience that will drive direct bookings on your property’s website.
Does your property have an effective story to tell? Learn why it's important for you to create visual content and how you can use it to build a successful story that engages with travel shoppers from VP of Marketing & Customer Experience at Leonardo, Joey Egan.
This presentation was delivered at CLIA, the California Lodging Expo and Conference, in December 2015.
2016 Hospitality Digital Marketing PredictionsLeonardo
Learn which digital marketing trends will impact the Hospitality industry in 2016, and how they will shape your marketing initiatives - with Tim Peter, Digital Marketing & eCommerce expert, Charlie Osmond, Founder & Ceo of Triptease, and Kinnari Desai, Area General Manager of Desai Hospitality Group.
We discussed SEO strategies and best practices for increasing your hotel's web presence. Featuring guest speakers Marco Braggio, SEO Expert, and Alicia Whalen, Digital Marketing Expert.
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Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
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4. 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
5. 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
6. 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
8. 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/
9. 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
years
Source: MBooth, http://www.marketingtechblog.com/visual-storytelling/
10. 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
11. 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
12. 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
14. A good story
1. Grabs attention
2. Inspires action
3. Is retold (shared)
4. Is remembered
15. 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
30. Tips for Visual Content
1. Be authentic
2. In-house vs.
professional?
3. Be resourceful
4. Ask permission and give
credit
31. 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
32.
33. What I‟ll Cover
How We‟re Telling Our Story on Facebook
Why We‟re Using Facebook
What‟s Working for Us
34. How We‟re Telling Our Story
Posting about the “big” and
“little” things of the hotel
◦ Big things = standard items
Rooms, pool, fitness center
35. 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 unique
35
36. How We‟re Telling Our Story (con‟t)
Show the human side
◦ Employee Moments
Awards won
Dressed up for the holidays
Charity events
37. 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
38. 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
39. The Thought Behind It All:
A fan will stay at a hotel with a
personal connection vs. staying at
a place with no familiarity
40. 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
41. Why We‟re Using Facebook
Showcase Savannah Attractions
◦ Purpose is to get fans excited about
Savannah
Re-book the hotel
42. What‟s Working for Us
Package Specials with Local
Tour Company
◦ Overall, these posts receive the most
Shares
Package revenue has increased
43. What‟s Working for Us
Employee/Fun Photos
◦ Overall, receive the most Likes
44. 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
45. What‟s Working for Us
Beautiful, interesting photos
◦ Instagram, PhotoGrid, PicSayPro are your best friends
46. 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
47. 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
48. 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
50. 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
Telling stories is nothing new. People have been telling stories since the time of cave-dwellers. What’s changed is the platforms. The internet and social media have created unprecedented platforms and huge audiences for sharing stories. And with all the comings & goings of travelers the hotel industry has no shortage of stories to tell.
Grabs attention: So many distractions online. We’re like 5-year-old boys in a toy store – attracted by pretty shiny things that move. We stop, stare, but then we move on, so important that it also:Inspires action: click to find out more, bookmark or book – makes them want to be a part of the story.Is retold: shared. Social media facilitates sharing. People are searching for interesting, entertaining, informative content. Is remembered: we can’t always time things so they see it when in booking mode, so we want them to remember when it comes time to booking.
Universal language – no translation required Social networks love imagery: Twitter and Facebook,TripAdvisor, Google Local, Yelp, FoursquareQuote from Altimeter: So it’s really about …
The old adage holds true: a picture is worth a thousand words. Use imagery to bring stories to life. What kind of experience does each of these photos suggest?First: Urban, nightlife, excitement.Second: Pastoral setting, country, fresh air, rest and relaxation. Farm-fresh foods. One great image can be more powerful than many. Travelers can fill in the blanks.
Have a look at this dreary photo of Toronto hat occupied the city’s main landing page on TripAdvisor for months. Now compare it to the image on Montreal’s landing page. Which would you rather visit? Compare the number of likes. The Toronto image is user-generated, whereas Montreal’s is from it’s official visitors bureau. Maybe a bit too photoshopped but still more appealing. Fortunately Toronto has since taken control of its page and this is the new photo.
Facebook’s Timeline places greater emphasis on storytelling through photos and videos. Photos and videos receive more likes, shares and comments than links and text posts. Visibility: EdgeRank is Facebook algorithm that decides which posts users seen in news feed. Based on weight, affinity and recency. Gives higher priority to posts with links, photos & videos. Real estate: Compare this photo posted to Facebook with an integrated link and thumbnail photo to this post where the photo is attached.Engagement: Photos receive 53% more likes and 104% more comments than other posts (HubSpot, ‘12)
As an example, here’s an image from the Facebook page of the Georgian Terrace Hotel in Atlanta. This image of people doing yoga on the rooftop near the pool tells a story about health and wellbeing, spectacular views and is inspiring, memorable and sharable – all the key ingredients.
On the main page, when you click the Tour application, it takes you to this page, where VFM Leonardo’s Facebook vbrochure displays photos, virtual tours and descriptions of all aspects of hotel, from Accommodation to Dining to Meetings & Events. As well as the ability to check rates and availability on that page – the call to action.
Pinterest took the social media world by storm in 2012, growing faster than Facebook and Twitter. 25.3 US visitors in Sept 2012 (comScore). Combines 2 most compelling aspects of SM: imagery and sharing. Influential in early stages of travel planning: dreaming, looking for inspiration. And then after trip: sharing. stage of travel; many use to find inspiration. Particularly with women, who often plan trips for families. One of five default boards is “Places and Spaces I love”. Focus on lifestyle. Good for showcasing products/location, getting site referrals. Here Abercrombie & Kent showcases some creative boards that definitely make you want to be a part of the story.
Instagram grew from 25 million users in April ‘12 to 100 million+ users in eight months . Partly because acquired by Facebook in April ’12.Another platform for promoting your business visually. Just rolled out profiles to Web and added brand pages. Here you can see some of the stunning photos on the Tablet Hotels collection brand page.
Of course, while we want to inspire travelers we also don’t want to set up expectations we can’t meet. We all know the old “bait & switch” routine – hotel industry practically invented it. As travelers we see a photo like this on website, doesn’t look photoshopped or anything. Then arrive to find this. But we can’t get away with it anymore. Setting expectations you can’t meet will lead to disappointed travelers and may result in a backlash of bad reviews. Not about trying to pass property off as something it’s not.
Review site Oyster has section that compares hotel promo photos with reviewer photos, often with embarrassing results. If you have just a run-of-the mill hotel it’s perfectly okay. People still want to see what rooms look like, what the exterior looks like, banquet rooms etc – exactly what they’ll be getting.
Also important that your photos appeal to your target market. Contrast this image, which is all about: drinking and partying …
…. With this image. The images we use to represent our hotels can instantly tell travelers whether or not you’re their type of hotel.
Website remains principle channel for sharing information, converting. Integrate your content with guest content and third-party content. Whistler Blackcomb’s The Movement social media page does a great job of this.
Video is hugely popular among travellers, in part because it’s hard to fake video content so they trust it more. People can write fake reviews, photoshop photos, but video tells the real story. YouTube – 2nd most popular search engine in the world. Google/Ipsos Media survey of 5,000 travels in July 2012 found that video is a key part of travel planning. Setting up YouTube channel. Time-watched important element in YouTube algorithm – not just views.
InterContinental Hotels has a great video series that tells the story of the destination in the words of the concierge.
In-house or professional?Ideally our imagery is professionally done, especially for channels like website. However, on social networks it’s okay to be amateur, as long as it’s authentic. Eg, staff taking back-of-the-house or event footage. Curation: The ability to curate content has become an important skill for social media administrators to keep social networks alive with a stream of fresh, original content. That requires being resourceful. Guests are sharing their experiences on social networks and sometimes it’s matter of finding it and asking to share it. Search the Web search the Web, YouTube, Flickr, Instagram, Pinterestand social networks for mentions of your hotel/brand. Ask permission. When you find something you like, ask them to share it or ask permission to post it yourself.
Darlene will introduce Daniel
As Daniel shared, a good story grabs attention, inspires action, is shared and remembered, think about this as you begin sharing your stories – Do they grab attention and inspire action? Are they being shared? Your answers to these questions will give you a good idea as to whether or not your stories are good and how to refine them. A few top social sites were mentioned by Daniel including Facebook, YouTube, Instagram and Pinterest. This sites are all very popular and inherently visually driven, so they make it really easy to tell your hotel’s stories using visuals to large audiences. Although Danielle focused primarily on Facebook, visual storytelling best practices can be applied to these other sites as well. Danielle shared some great tips and advice on how you can make your time and effort on social media pay off by increasing engagement and revenue