social media storytelling webinar presentation

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Vice-President, Best Practices, Online Merchandising

VFM Leonardo Inc.

@darlenerondeau

Darlene Rondeau

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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

Show, don’t tell

http://www.shropshirebreakfast.co.uk/stories.aspx?catID=19

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

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)

35

Show the human side◦ Employee Moments

Awards won Dressed up for the holidays Charity events


Show the human side◦ Guest Moments

Runners before Rock ‘n’ Roll Marathon

“Dad Unpacking the Car” St. Patrick’s Day


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


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


Showcase Savannah Attractions◦ Purpose is to get fans excited about

Savannah Re-book the hotel


Package Specials with Local Tour Company ◦ Overall, these posts receive the most

Shares Package revenue has increased


Employee/Fun Photos◦ Overall, receive the most Likes


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


Beautiful, interesting photos◦ Instagram, PhotoGrid, PicSayPro are your best friends


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


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

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Connectwith us!

Daniel Edward Craig

Danielle Valenchis

[email protected]

[email protected]@dcraig

http://www.vfmleonardo.com/

Questions and Best Practices