Optimising social media for small tourism and hospitality businesses

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    13-Jan-2015

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Presentation from the inaugural Foodie Forum in GMIT Galway, Ireland, illustrating lots of case studies showing how tourism, travel and hospitality businesses use social media to market their businesses. The social media platforms featured are facebook, twitter, youtube and travelshake.com. Also, includes tips on how to increase your facebook likes and make great digital videos.

Transcript

1. Laughlin Rigby, Marketing Director, Travelshake.com 2. 700 new posts on average toTravelshake.com every day4 posts per business per week213 posts per business per year 3. Report is based on analysis of 2,000 posts froma 3 day period in October 2011Represents 17 sectors within the travel andhospitality industry500+ businesses from 45 countries Travelshake.com 4. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 5. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 6. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 7. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 8. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 9. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 10. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 11. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 12. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 13. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 14. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 15. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 16. Greetings Events Press articles Product marketing Weather Offers Videos Local tourism info Tips & advice Photos Newsletter User interactions Reviews Company PR Fun posts Peer recommendations Menu Competitions Questions Industry news Check-ins Blog Travelshake.com 17. 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00%14.00%eventsproduct marketing offerspeer recommendationslocal tourism infophotos user interactionscompany PRcompetitions industry newsblog questions greetings press articlesweathervideos tips & advice fun posts reviews menu check-insnewsletter Travelshake.com 18. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% events product marketingoffers competitionphotospeer recommendationgreetings Ireland company PRlocal tourism info global questions user interaction videos industry newsfun poststips & advice blog press articlereviews weather Travelshake.com 19. industry question, 2% video, 2% weather, 1%company PR, 3%news, 3% press article, 4% local tourismmenu, 12%info, 4%product event, 11%marketing, 5% blog, 10%competition, 6% tips & advice, 9% greetings, 6% photo, 7% offer, 8%peerrecommendation, 6 % Travelshake.com 20. Use rich media when possibleRun competitionsCreate exclusive social media offersTalk about local tourism newsAsk questions and interact, build a communityDont over-promoteInteract with complimentary businessesLink to newslettersFeature upcoming eventsPost tips & advice on your specialist areas Travelshake.com 21. twitterIrish Stats:350,000 twitter accounts in Ireland217,845 unique active Irish users on twitter49% sent only 1, 21% sent 10 or more, 0.5% sent more than 1000per monthAverage of 159,000 Irish tweets were sent per dayTop link domains: t.co 27%, bit.ly 18%, tumblr.com 6.7%, fb.me6%, twitpic.com 4%, ow.ly 2%, 4ms.me 2%, yfrog.com 2% Travelshake.com 22. #tweetseats and the pop-up restaurantsTweet us with date,time (12,2,4,6,8pm),no of ppl (max4) including #tweetseats in urrequest & u eat for free if slot is available. 24hrs notice needed@crackBIRDdublin @skinflintDUBLIN 23. @cakebombs@8degreesbrewing@greensaffron Travelshake Social Media Travelshake.com 24. Travelshake Social Media 25. @wildpeeta Dubaiopen-source Shawarma restaurant that shares decision-rights with their followers twitter wall: Travelshake.com 26. Staffed by employees based in Omaha, Australia and Mumbai Respond to requests and questions within an hour Field queries ranging from where to find good sushi to alerts that a guest will be checking in Travelshake.comlate 27. Play Food & Wine Restaurant in Ontario, Canadathe restaurant spends nomoney on anyadvertising, beyond remainingvery active on Twitter andFacebook and running emailcampaignsWe have sold out everyevent weve had since weopened by using onlyFacebook, Twitter and ourmailing list. Travelshake.com 28. Create a twevent using a # 29. twitter - publicityTwitter for PR:71% of Irish journalists use Twitter as a news sourceMentions of Twitter in the Irish media increased from 16mentions per month in January 2008 to 2,058 references inMarch 2011. (Kantar PRII) Travelshake.com 30. FacebookGlobal Stats: 800+ million active users 50%+ active users log on to Facebookdaily 130 average friends per user 80 pages, groups and events per user 250+ million photos are uploaded perday 7 million+ apps and websites areintegrated with Facebook Travelshake.com 31. FacebookIreland Stats 2,060,740 Irish profiles on Facebook 900,000 + active daily 4hrs 10min ave person spends onFacebook pm 54% of users female v 46% male 49% of the population over 15 years ofage are on Facebook Travelshake.com 32. How to Grow your Facebook Likes Travelshake.com 33. How to Grow your Facebook Likes1. Place AdsAd creationDemographic selectionTargeted audiencesPublishing and Monitoring a campaignAnalysing results, Metrics and ROI - 1 - 3per fan acquisition Travelshake.com 34. How to Grow your Facebook Likes2. Competition/PromotionBenefits Increase Facebook Likes/Fans Creates a buzz around yourbusiness Fully compliant with facebookpolicy Drive Brand Engagement Builds Loyalty Increases your email database Travelshake.com 35. How to Grow your Facebook Likes3. Offline Add URL stationary, menus, receipts, staff...4. Awareness online Share with friends on FB, email to contacts, ad to your other social media sites, put FB widget on your own website, email signature... Travelshake.com 36. How to Grow your Facebook Likes5. Increase Engagement Use Facebook Apps Run a Poll or contest Use the @ Tag Upload a large main image withother social media account listedon it Upload Videos and Photos Write consistent updates Start Conversations with yourfans Link to Twitter or vice versa Get fans to upload fan photosand tag them Travelshake.com 37. How to Grow your Facebook Likes6. Welcome Page Default Welcome Page, which would be the first page shown to new visitors to your page, encouraging them to like your page can include: The tab markets your business to the new visitors and helps convert them from lookers to bookers. Travelshake.com 38. How to Grow your Facebook Likes7. Fan-Gating Give visitors a reason to Like your page Benefits Increase Facebook Likes/Fans Covert to Bookings and Sales Reward Loyalty Encourages Viral Sharing Travelshake.com 39. How can FB be used to improve sales1. Email list of fans from database2. Upload Exclusive fan-only Offers3. Add a booking or purchasing link4. Create a Facebook Store... Travelshake.com 40. Facebook Stores:Vendorshop (Irish)Payvment 41. Enhance your FB page with Facebook AppsTop 3:http://lujure.com best free functionality and ease of use but only for only pagehttp://shortstack.com most advanced functionality and includes contests and forms but free is limited to 2,000 likeshttp://travelshake.com Multiple functionality and apps all in 1 tab, includes travelshake microsite, custom branding , contact form, map, video, photo gallery.Others:http://iwipa.comhttp://socialappshq.comhttp://faceitpages.comhttp://tabsite.com Travelshake.com 42. 4 billiondaily views 43. YouTubeIrish Stats: 2011 Youtube had 1.3 million regular Irishusers 400 million views per month Estimate daily unique traffic of 500,000users approx. 2.1 million unique users per month. Travelshake.com 44. How can Video Benefit your businessBranded Channel on YouTube 45. How can Video Benefit your business YouTube videos indexing in Google Travelshake.com 46. Kirwins Lane, Galway - Videos Travelshake.com 47. Mystery Video Competition by Sheraton Puerto Rico Features their own staff and hotel Travelshake.com 48. ACE HOTEL NY Social Media Film Charley Travelshake.com 49. How can Video Benefit your businessLow Cost Digital Video Ads Travelshake.com 50. Key elements of a good online videoShort length maximum of 2 to 3 minutesQuick and simple demos nothing too complex requiring zooming inand out or different camera angles.Short interviews at events, or on-the-spot customer testimonialsOffering a timely sneak peek at a daily special or a behind the scenesviewThe audience is only convinced by honest testimonials and authenticinterviewsWork out what differentiates your product from yourcompetitors and find people who can express these key points withintelligence, humour and conviction.Story line is more important than how it looks Travelshake.com 51. Online Video - DistributionDistribution is key Put the video on your website, embed itin your newsletter and add it to your blog.Post the video to YouTube, Facebook, Twitter... If yourfriends, fans and followers like it, theyll share it with theirfriends, fans and followers, multiplying your audience.Make it available on - corporate materials, DVDS, videopodcasts and other promotional material. Travelshake.com 52. Top Online Video WebsitesDailymotionMetacafeBing VideoGoogle VideoTube MogulVimeoYahoo VideoYouTube Travelshake.com 53. foursquare - deals Travelshake.com 54. blogsWestin St. Martin working with wedding bloggers 55. Travelshake.com 56. Social Media 360Treyvauds Restaurant, Killarney Travelshake.com 57. Digital Video Production Facebook Compliant Competitions and Apps Twitter Strategy and Promotions Social Media Advertising Campaigns Location-Based Marketing and Deals Monthly Social Media Management Tailored Training & Consultancy Email: info@travelshake.com Tel: + 353 (0)1 44 333 65Facebook.com/TravelshakeTwitter.com/TravelshakeYouTube.com/Travelshake Travelshake.com/Travelshake