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
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