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Strategically Social: How to Tell Your Hotel Story on Social Media Channels
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
October 24, 2013
Vice-President,Best Practices, Online MerchandisingVFM Leonardo Inc.
Darlene Rondeau
@darlenerondeau
Former Hotel General ManagerFounder, Reknown
Daniel Edward Craig
OwnerWrite On Marketing Communications
Monica Rafter
Former Hotel General ManagerFounder, Reknown
Daniel Edward Craig
The General Manager’s Blog
Five-star Mystery Series
Image source: hsawnm08p5kristinah.wikispaces.com
Storytelling: a longstanding tradition
New storytelling platforms
Ads in newspapers
Bilboards and other outdoor advertising
Ads in magazines
Brand sponsorships
Ads on TV
Emails I signed up for
Branded websites
Editorial content such as newspaper articles
Consumer opinions posted online
Recommendations from people I know
46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
54%
53%
53%
53%
53%
50%
42%
42%
30%
8%
Trust Completely/Somewhat
Don’t Trust Much/At All
Source: Nielsen Global Trust in Advertising Survey 2012
Who do you trust?
1. Paid: higher control, lower influence◦display ads, cost-per-click, OTA listings
2. Owned: higher control, lower influence◦brand website, Facebook page, Twitter feed
3. Earned: lower control, higher influence ◦user-generated: reviews, photos, videos, media
coverage, blogs, social endorsements
Three types of content
PAID CONTENT
EARNED CONTENT
OWNED CONTENT
Converged Content
Grabs attention Inspires action Is shared Is remembered
A good story
Visual storytelling
Combine photos, videos, virtual tours
Produce professional and “social imagery”
Encourage guests to share Ask permission, give credit Optimize with keywords,
hashtags, location, descriptions
Image Source: VFM Leonardo, 2013
Visual storytelling tips
A tale of two posts
Be likeable: helpful, resourceful, curious, funny, a good listener
Be relevant to brand Involve staff, suppliers, partners Share and share alike Be targeted with contests Personalize – who’s behind the
brand? Pay to “boost” important posts
Building communities and engagement
Combine paid, owned and earned content to maximize reach
Key Takeaways
Tell stories that grab attention, inspire action, are shared and remembered
Be likeable: helpful, resourceful, a good listener
A Social Media Solutionwith engaging Facebook apps for sharing your
hotel story
Fire up your Facebook page
By taking travel shoppers on a visual
tour of your hotel, providing special offers and customizing your
story on the most popular social media
platform.
OwnerWrite On Marketing Communications
Monica Rafter
What’sYour
Story?
Share YourStory
BASF.We don’t make the _____.
We make the _____ BETTER.
On your social media channels - don't sell your hotel or its features. Share how your hotel and
its features will make the viewer FEEL.
Social Media = Cocktail Party Why are you there?
What do you do?
How do you act?
How does the conversation start?
What is your cocktail party ‘tone’?
How do you keep the conversation going?
Consider each social media post as a virtual cocktail party.
Preparing for the Social Media Party Ensure your hotel is set up to do social media successfully.
Establish social media expectations.
Identify which social media channels on which to focus.
Determine who is best equipped to manage your accounts.
Organize and budget your social team.
What provides your social media storytelling inspiration?
“If you think you can turn it on and have it
run like a Toyota every month, you’re
pretty naive.”
Just do it!
Understand that “engaged social followers are your best customers.” – Forrester Research September,2013
Key Takeaways
Remember, everything today is moving at the ‘speed’ of social.
Treat social intelligence and interaction as a living process. It is.
“Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.” – Seth Godin
Bring on the BookingsEnable guests to book directly from your Facebook page when you install the
Vbrochure Facebook App Suite
About VFM Leonardo
It’s a Wrap…
Recording of this webinar◦ Share it with your colleagues
Invitations to upcoming webinars◦ Topics include planning for 2014, telling your story through
compelling video, and more!
www.vfmleonardo.com
vbrochure@vfmleonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
37
Connectwith Us!
linkedin.com/pub/monica-rafter/20/a28/500/
Monica Rafter
writeonmarketingcommunications@gmail.com
Daniel Edward Craig
dcraig@reknown.com
604 726-2337
@dcraig
Questions and Best Practices