social media storytelling webinar presentation
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vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
Vice-President, Best Practices, Online Merchandising
VFM Leonardo Inc.
@darlenerondeau
Darlene Rondeau
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@vfmleonardoTweets & Questions:
#vfmlwebinar
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
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
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
Poll: What is your biggest social
media challenge?
“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”
Why Storytelling?
Source: Social Media Examiner, http://www.socialmediaexaminer.com/storytelling-why-stories-attract-more-customers/
Source: MBooth, http://www.marketingtechblog.com/visual-storytelling/
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
68% of business travelers watch travel-related videos (on desktop or mobile device), up from 56% two years ago
Source: European Travel Commission, http://www.newmediatrendwatch.com/markets-by-country/17-usa/126-online-travel-market
68%56%
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
Source: CNN Travel, http://travel.cnn.com/explorations/life/facebook-confirms-what-weve-known-years-people-show-about-traveling-648608
42%
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
Storytelling – a longstanding tradition
A good story
1. Grabs attention2. Inspires action 3. Is retold (shared)4. Is remembered
Telling stories through imagery
No translation required Instagram & Pinterest –
explosive growth Social networks love
imagery User vs. owner photos:
control vs. influence
Visual storytelling
“We’re seeing a huge uptick in images in content
marketing across the board. Marketers are
moving away from written content and toward images
and videos.”
Rebecca LiebAnalyst, Altimeter Group
New York Times, Dec 15, 2012
The Power of Imagery
Facebook loves photos
Photos receive more:
1. Visibility2. Real estate 3. Engagement
The Georgian Terrace Hotel
VFM Leonardo’s VBrochure
Pinterest – Dreaming & Sharing
Instagram – brand pages
Be transparent & authentic
Who is your target market?
… or this?
Your website: hub of stories
Source: Google and Ipsos MediaCT, July 2012
Video – the real story
Video
Tips for Visual Content
1. Be authentic 2. In-house vs.
professional? 3. Be resourceful4. Ask permission and give
credit
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
How We’re Telling Our Story on Facebook
Why We’re Using Facebook
What’s Working for Us
What I’ll Cover
Posting about the “big” and “little” things of the hotel◦ Big things = standard items
Rooms, pool, fitness center
How We’re Telling Our Story
◦ Little things = “what makes the hotel special” e.g. Different waffle flavors, special amenities, complimentary cookies What makes your hotel unique
How We’re Telling Our Story (con’t)
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Show the human side◦ Employee Moments
Awards won Dressed up for the holidays Charity events
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
How We’re Telling Our Story (con’t)
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
Why We’re Using Facebook
The Thought Behind It All: A fan will stay at a hotel with a personal connection vs. staying at a place with no familiarity
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
Why We’re Using Facebook
Showcase Savannah Attractions◦ Purpose is to get fans excited about
Savannah Re-book the hotel
Why We’re Using Facebook
Package Specials with Local Tour Company ◦ Overall, these posts receive the most
Shares Package revenue has increased
What’s Working for Us
Employee/Fun Photos◦ Overall, receive the most Likes
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
What’s Working for Us
Beautiful, interesting photos◦ Instagram, PhotoGrid, PicSayPro are your best friends
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
What’s Working for Us
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
Recap
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
Poll: Did you find the content in this
webinar valuable?
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
Watch your inbox for…
Enter Today!
Visit facebook.com/vfmleonardo
Click Like to Win App
www.vfmleonardo.com
vbrochure@vfmleonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
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Connectwith us!
Daniel Edward Craig
Danielle Valenchis
danielle.valenchis@hilton.comwww.northpointhospitality.com
dcraig@reknown.comwww.reknown.com@dcraig
Questions and Best Practices
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