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Optimising social media for small tourism and hospitality businesses
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Optimising Social Media for Small
Businesses
Foodie Forum2rd February 2012
Laughlin Rigby, Marketing Director, Travelshake.com
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Travelshake.com: the social media curator for the travel industry
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Tour Operators
Restaurants
Hotels
Attractions
Social Media Microsites on Travelshake.com
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500+ Irish tourism businesses
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1300+ tourism businesses from 77 countries worldwide
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700 new posts on average to Travelshake.com every day
4 posts per business per week
213 posts per business per year
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Travelshake Report Oct 2011: Analysis of social media content from the global travel industry
Report is based on analysis of 2,000 posts from a 3 day period in October 2011
Represents 17 sectors within the travel and hospitality industry
500+ businesses from 45 countries
© Travelshake.com
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Oct 2011 Results:Social Media Content: Identified Themes
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
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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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
Social Media Content Themes
© Travelshake.com
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Most popular social media updatesGlobal Travel Industry by category
eventsproduct marketing
offerspeer recommendations
local tourism infophotos
user interactionscompany PR
competitionsindustry news
blogquestionsgreetings
press articlesweather
videostips & advice
fun postsreviews
menucheck-ins
newsletter
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
© Travelshake.com
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Most popular social media updatesIrish Vs Global Travel Industry
events
product marketing
offers
competition
photos
peer recommendation
greetings
company PR
local tourism info
questions
user interaction
videos
industry news
fun posts
tips & advice
blog
press article
reviews
weather
0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
global
Ireland
© Travelshake.com
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Social Media Updates by Restaurants
menu; 12%event; 11%
blog; 10%
tips & advice; 9%
offer; 8%photo; 7%greetings, 6%
competition; 6%
peer recom-mendation; 6%
product market-ing; 5%
local tourism info; 4%
press article; 4%company PR; 3%
industry news; 3% question; 2%video; 2%weather; 1%
© Travelshake.com
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Conclusion & Recommendations for businesses when posting updates
Use rich media when possibleRun competitionsCreate exclusive social media offersTalk about local tourism newsAsk questions and interact, build a communityDon’t over-promoteInteract with complimentary businessesLink to newslettersFeature upcoming eventsPost tips & advice on your specialist areas
© Travelshake.com
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Irish Stats:
350,000 twitter accounts in Ireland
217,845 unique active Irish users on twitter
49% sent only 1, 21% sent 10 or more, 0.5% sent more than 1000 per month
Average of 159,000 Irish tweets were sent per day
Top link domains: t.co 27%, bit.ly 18%, tumblr.com 6.7%, fb.me 6%, twitpic.com 4%, ow.ly 2%, 4ms.me 2%, yfrog.com 2%
© Travelshake.com
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@crackBIRDdublin
@skinflintDUBLIN
#tweetseats and the pop-up restaurants “Tweet us with date,time (12,2,4,6,8pm),no of ppl (max4) including #tweetseats in ur
request & u eat for free if slot is available. 24hrs notice needed”
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© Travelshake Social Media 2012
@cakebombs @8degreesbrewing
@greensaffron
© Travelshake.com
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© Travelshake Social Media 2010
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@wildpeeta Dubai“open-source Shawarma restaurant that shares decision-rights with their followers”
twitter wall:
© Travelshake.com
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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 late © Travelshake.com
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“the restaurant spends no money on any advertising, beyond remaining very active on Twitter and Facebook and running email campaigns”
“We have sold out every event we’ve had since we opened by using only Facebook, Twitter and our mailing list.”
Play Food & Wine – Restaurant in Ontario, Canada
© Travelshake.com
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Create a twevent using a #
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Twitter for PR:71% of Irish journalists use Twitter as a news source
Mentions of Twitter in the Irish media increased from 16 mentions per month in January 2008 to 2,058 references in March 2011. (Kantar PRII)
twitter - publicity
© Travelshake.com
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Global Stats:
800+ million active users 50%+ active users log on to Facebook
daily 130 average friends per user 80 pages, groups and events per user 250+ million photos are uploaded per
day 7 million+ apps and websites are
integrated with Facebook
© Travelshake.com
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Ireland Stats
2,060,740 Irish profiles on Facebook 900,000 + active daily 4hrs 10min ave person spends on
Facebook pm 54% of users female v 46% male 49% of the population over 15 years of
age are on Facebook
© Travelshake.com
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How to Grow your Facebook Likes
© Travelshake.com
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1. Place Ads
Ad creationDemographic selectionTargeted audiencesPublishing and Monitoring a campaignAnalysing results, Metrics and ROI - €1 - €3 per fan acquisition
How to Grow your Facebook Likes
© Travelshake.com
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Benefits Increase Facebook Likes/Fans Creates a buzz around your
business Fully compliant with facebook
policy Drive Brand Engagement Builds Loyalty Increases your email database
2. Competition/Promotion
How to Grow your Facebook Likes
© Travelshake.com
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3. Offline Add URL stationary, menus, receipts, staff...
How to Grow your Facebook Likes
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
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5. Increase Engagement
Use Facebook Apps Run a Poll or contest Use the @ Tag Upload a large main image with
other social media account listed on it
Upload Videos and Photos Write consistent updates Start Conversations with your
fans Link to Twitter or vice versa Get fans to upload fan photos
and tag them
How to Grow your Facebook Likes
© Travelshake.com
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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.
How to Grow your Facebook Likes6. Welcome Page
© Travelshake.com
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Give visitors a reason to “Like” your page
Benefits Increase Facebook Likes/Fans Covert to Bookings and Sales Reward Loyalty Encourages Viral Sharing
How to Grow your Facebook Likes7. Fan-Gating
© Travelshake.com
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1. Email list of fans from database2. Upload Exclusive “fan-only” Offers3. Add a booking or purchasing link4. Create a Facebook Store...
How can FB be used to improve sales
© Travelshake.com
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Facebook Stores:
Vendorshop (Irish) Payvment
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Enhance your FB page with Facebook Apps
http://lujure.com best free functionality and ease of use but only for only page
http://shortstack.com most advanced functionality and includes contests and forms but free is limited to 2,000 likes
http://travelshake.com Multiple functionality and apps all in 1 tab, includes travelshake microsite, custom branding , contact form, map, video, photo gallery.
http://iwipa.com http://socialappshq.com http://faceitpages.com http://tabsite.com
© Travelshake.com
Top 3:
Others:
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4 billion daily views
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YouTube
Irish Stats:
• 2011 Youtube had 1.3 million regular Irish users• 400 million views per month• Estimate daily unique traffic of 500,000 users approx.• 2.1 million unique users per month.
© Travelshake.com
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Branded Channel on YouTube
How can Video Benefit your business
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YouTube videos indexing in Google
How can Video Benefit your business
© Travelshake.com
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Kirwin’s Lane, Galway - Videos
© Travelshake.com
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Mystery Video Competition by Sheraton Puerto RicoFeatures their own staff and hotel
© Travelshake.com
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ACE HOTEL NY – Social Media Film “Charley”
© Travelshake.com
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Low Cost Digital Video Ads
How can Video Benefit your business
© Travelshake.com
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Short length – maximum of 2 to 3 minutes
Quick and simple demos – nothing too complex requiring zooming in and out or different camera angles.
Short interviews at events, or on-the-spot customer testimonials
Offering a timely “sneak peek” at a daily special or a behind the scenes view
The audience is only convinced by honest testimonials and authentic interviews
Work out what differentiates your product from your competitors and find people who can express these key points with intelligence, humour and conviction.
Story line is more important than how it looks
Key elements of a good online video
© Travelshake.com
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Distribution is key – Put the video on your website, embed it in your newsletter and add it to your blog.
Post the video to YouTube, Facebook, Twitter... If your friends, fans and followers like it, they’ll share it with their friends, fans and followers, multiplying your audience.
Make it available on - corporate materials, DVDS, video podcasts and other promotional material.
© Travelshake.com
Online Video - Distribution
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Top Online Video Websites
DailymotionMetacafeBing VideoGoogle VideoTube MogulVimeoYahoo VideoYouTube
© Travelshake.com
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foursquare - deals
© Travelshake.com
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blogs Westin St. Martin working with wedding bloggers
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© Travelshake.com
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Social Media 360Treyvaud’s Restaurant, Killarney
© Travelshake.com
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Travelshake Social Media Consultants
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
Services:
Contact: Email: [email protected]: + 353 (0)1 44 333 65
Facebook.com/Travelshake Twitter.com/Travelshake
YouTube.com/Travelshake Travelshake.com/Travelshake