June 12, 2018 – Hospitality Social Media News

Hospitality Social Media News

 

 

 

 

June 12, 2018 Issue

Latest Updates – Facebook, Instagram, Pinterest and Yelp

 

A lot of social media changes have happened in the past two weeks, giving us features ranging from Instagram Ad updates to new ways to connect with guests on Yelp. This edition of our biweekly newsletter takes an in-depth look at all of them and how they will affect your hotels and resorts moving forward. Let’s get started.

Organic Instagram Posts Can Be Made Into Ads

Previously, Instagram’s organic posts could only be promoted through an ad system if they were boosted natively on-platform. Now, you can turn single image and single video organic Instagram posts into actual ads through Power Editor and the Ads Manager.

These ads will give you more objectives, better targeting, and more bidding options than boosted posts did. If you’re worried about all the engagement disappearing, that shouldn’t be a concern; all likes and comments will be aggregated on the original organic content.

What This Means for Hotels

Hotels and resorts can use this new feature to gain a large amount of engagement in likes and comments on their organic content very quickly, in addition to building brand awareness and encouraging more bookings. Since Instagram has recently rolled out the new CTA buttons that allow for reservations to made, making your content look as good as possible with likes and comments could help get you more bookings.

Facebook Stories Get Instagram-Style Polling 

Instagram Stories polls have been a great way to drive engagement and get feedback from followers. Now these polls are now coming to Facebook. Poll stickers will let you ask a question and fill in two potential answers.

Image source: Facebook

What This Means for Hotels

Facebook users haven’t engaged with Stories as often as they do with Instagram’s counterpart, but that may change thanks to the increasingly engaging features being added to the platform. People love to share their opinions, so now would be a great opportunity to ask guests that they think about a vacation at your resort. Some questions you could ask include:

  • “What’s your favorite part of your stay? Spa or Restaurants?”
  • “Which would you choose: Pool view or Ocean view?”
  • “Favorite resort activity: Snowboarding or Skiing?”

Facebook Events Testing New Ticketing Feature

Facebook is currently testing new functionality for their Events feature, including new ticketing and messaging options. The ticketing feature will allow businesses to offer two purchasing options, including through the site or ad the event, or to request/purchase tickets through Messenger.

What This Means for Hotels

If your resort hosts any kind of event or conference and sells the tickets directly, this could help you boost attendance by offering more convenient ways to purchase tickets and the ability to answer questions quickly.

Facebook Tests Review Scores on Business Pages

The traditional ratings system on Facebook utilizes a 5-star scale. The platform is currently testing a new review system that factors in ratings, user reviews, and the recommendations people share on platform. Instead of five stars, the new system gives you a score out of ten.

Image Source: Social Media Examiner

What This Means for Hotels 

Reviews from guests are always important, and that’s still true. If you only have a few ratings and some other feedback on-site (or a single negative rating and plenty of positive general feedback on the platform), check and see if this new system works for you. Right now some Pages have the option to choose one over the other, though that may not be the case forever. Take advantage of that while you can, and use the system that helps you promote your hotel most effectively.

Pinterest Tests Screen-Wide Video Ads 

Pinterest is currently testing a new promoted video format that will take up the full width of a mobile screen. It’s only being tested by a few big name companies like Kohl’s, American Express, and Tropicana, but hopefully we’ll see more from this soon.

What This Means for Hotels

Full-screen video ads will ensure that you have a user’s full attention, making it easier to accomplish higher video completion rates from users and making your ad more impactful.

Once available, you can showcase the stunning views around your hotel and resort. When possible, use text to explain what users are seeing if you want to get the most clicks (and bookings!). Remember that Pinterest is used to make buying decisions, so once this ad format is available, take advantage of that to put a full-screen ad in front of users doing research for their next vacation or event.

Yelp Rolls Out Collections

Yelp has just rolled out a new feature called Collections, which provides users with personalized, “hand-picked” recommendations based on their Yelp activity. The Collections will be made up of recommendations from friends and top-rated recommendations from the Yelp community in general. New recommendations are provided weekly, and users can create their own Collections of favorite brands, stores, and (of course) hotels. 

What This Means for Hotels  

We don’t know a ton yet about how exactly to be featured in a Collection by Yelp, but this is a feature that we’ll keep an eye on as personalized suggestions containing your resort could be a goldmine.

In general, encourage users to leave reviews on the platform with follow-up emails after their stay, or mention it during checkout. Yelp is already partially a numbers game as it is, so getting more reviews could only help you if you want to be featured in Collections moving forward, too.

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Big Changes from Facebook and Instagram

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GDPR has everyone scrambling to make big changes, and in the midst of all of it, there’s a handful of big social media changes that have slipped through unnoticed, coming from both Facebook and Instagram. In this latest edition of our biweekly newsletter, we’ll take a close look at the ones that will directly impact hotels and resorts.

Instagram New Call to Action Buttons Include Booking Options

New Call to Action (CTA) buttons are coming to Instagram soon. These new options include Reserve, Get Tickets, Start Order, and Book. These new CTA buttons will work alongside a number of different partners, including Booksy, ChowNow, OpenTable, Reserve, Tock, Yelp Reservations, and SevenRooms.

What This Means for Hotels & Resorts

Previously, hotels and resorts (and the restaurants and salons within them) had to rely on a “call us” or “message us” CTA to encourage reservations, sending users through an extra step. Now, users can book reservations at your resort, appointments at a salon, or even order room service right through Instagram. Convenience is key, especially for guests on vacation.

Instagram Updates Inbox for Better Guest Interaction

Instagram is rolling out a new, simplified inbox that’s designed to improve communication. This inbox will automatically sort messages into a direct inbox, and a pending inbox. The direct inbox will only have messages sent by users, eliminating the onslaught of Stories mentions. There will also be new features that allow you to star and filter your conversations for improved follow up.

Image source: Instagram

What This Means for Hotels

Improved guest interaction is something all hotels and resorts strive for, and with guests increasing turning to Instagram to message us, it’s essential that we’re able to identify any incoming communication and respond in a timely manner. This will make it easier to follow up if necessary, making it a little simpler to provide exceptional customer service on this platform, too.

Instagram Tests Native Payment Option

Instagram has made big strides when it comes to selling through the platform, and now they’re testing native payment options that will allow them to sell on the platform. And don’t worry, this isn’t just for ecommerce businesses; an Instagram spokesman confirmed that users will be able to utilize feature when booking appointments and reservations at restaurants, salons, and—you guessed it—hotels.

Image source: TechCrunch

What This Means for Hotels & Resorts

Though this feature would take a little while to roll out, there’s a lot of potential for usage amongst hotels and resorts. While guests can absolutely still book reservations through your site, having an additional channel of selling—especially one that’s so visual and filled with social proof from past guests—can help you get more bookings and keep your rooms full. You can also use this feature in your resort’s restaurants and salons, letting users know up front that this is an option so they don’t have to worry about the hassle of carrying cash with them.

Facebook Updates Ads Reporting

Facebook has announced that they’ll be updating their Ads reporting interface for faster review and analysis. There will be a drag-and-drop feature that will let you choose which metrics you want to include in your reports, and will allow you to analyze factors like age, gender, placement, and more. This will start rolling out within the next month.

Image source: Facebook

What This Means for Hotels & Resorts

Faster and easier ads review means that hotels and resorts will be able to better determine what campaigns are working and—most importantly—why they’re working. You may find different audience niches to target in future campaigns so that you can increase bookings and increase ROI.

Facebook Adds New Features to Live Broadcasts 

Facebook has introduced three different live broadcast updates that are designed to make it a little easier for Pages to go live. They’ve already rolled out the ability to crosspost live videos to multiple different Pages as unique original posts, increasing views. Persistent stream keys are now available, simplifying the process of collaborating with different locations and team members. They’re also testing a rewind feature, that will allow users to rewind live videos, catching up on what they’ve missed while the video is still broadcasting in real time.

Image source: Facebook

What This Means for Hotels & Resorts

If your hotel goes live on Facebook, these are all features that you can take advantage of to get more out of live. Share your content to different Pages (especially if you have a salon and restaurant in-resort with different profiles) for maximum views, and use the persistent stream keys with encoders to coordinate with multiple team members, potentially broadcasting from different sister resorts or even different locations within a single resort.

Hospitality Social Media Marketing News – May 16, 2018

Social media normally evolves quickly, but the past few weeks have been a flurry of new updates that seem to be coming at us faster than ever. In this bi-weekly edition of our newsletter, we’ve got big updates from Facebook, Instagram, and Pinterest. Keep reading to see how they affect you and your hotel.

Facebook Rolls Out New Analytics App

Facebooks has recently made some big additions to their analytics suite. The first of these changes is a new analytics mobile app that allows admins to review metrics and insights on the go. They’ve also added a new featured called Journeys, which provides anonymous omni-channel data reporting that helps you evaluate the relationships users have with your business before they purchase. This ties in with their new feature that automatically detects sales funnels and common paths to conversions.

What This Means for Hotels & Resorts

More data is always good. Being able to access insights on the go is always convenient, but being able to get a better understanding of how guests interact with us online (and not just on Facebook) before they convert and book reservations is incredible. We can see which offers and packages are most effective at increasing bookings, and how more of our guests are interacting with us.

Facebook Announced New Integrations for Workplace

Increasing numbers of hotels and resorts are testing out Facebook’s Workplace to create a cohesive, online work environment. Facebook has sweetened the deal even more, announcing a large number of new integrations for Workplace. These integrations include many of the world’s leading enterprise cloud services, including Hubspot, Hootsuite, Zoom, and SurveyMonkey. Facebook has also improved extension sharing and search features for Workplace.

What This Means for Hotels & Resorts

For hotels and resorts using Workspace for their teams, this will improve functionality on the platform. Being able to integrate with third party cloud services and more easily share extensions with your staff will streamline the process and make online teamwork a little more efficient.

Facebook Refines Targeting Policies & Exclusion Targeting

In attempt to keep their ad services in good standing, Facebook has announced that they have removed thousands of exclusion targeting categories from the ad system. Advertisers use exclusion targeting to eliminate irrelevant audience members from seeing an ad, ensuring it was seen by the right people instead. While there are plenty of legitimate uses for this feature, Facebook was worried about abuse.

Image source: https://www.facebook.com/business/news/reviewing-targeting-to-ensure-advertising-is-safe-and-civil

What This Means for Hotels & Resorts

There are still some exclusion targeting categories available, so your marketing strategies haven’t been thrown out the door if you use this on your ad campaigns. Facebook supposedly focused on removing topics that related to sensitive or personal attributes like religion, sexual orientation, race, or ethnicity. You’ll still be able to exclude users who are already connected to your Page if you want to target new users only.

Facebook Reopens App Reviews

In our last newsletter, we shared an update that Facebook was pausing app reviews while they sorted through privacy issues. We’re happy to announce that Facebook has reopened the review process.

What This Means for Hotels & Resorts

If you have an app for your hotel or resort and are trying to get it approved, reviews are now open, making it possible. If you were waiting to submit until after the pause was over, now is your chance.

Instagarm Updates Stories & Posting Functionality  

Stories is an exceptionally popular on feature on Instagram, and now we have new functionality when using it to market to potential guests. It’s now possible to upload multiple photos and videos to a story at once, saving you a significant amount of time.

They’ve also improved location tagging, with Stories automatically suggestions location stickers based on where the photo or video was taken.

These new features are currently available on Android devices and will be rolling out to iOS in the following weeks.

Image source: https://instagram-press.com/blog/2018/04/24/improvements-to-stories-uploads/

What This Means for Hotels & Resorts

Since third party posting tools can’t post to Stories but it’s an essential marketing tool, being able to upload more content at once will save hotels significant amounts of time without sacrificing any of the benefits. Even more importantly, location stickers being suggested to guests can increase the number of user-generated content posts your resort gets, as users may be more likely to tag you if the platform does it for them.

Pinterest Releases New Business Profiles & Insights

Pinterest has revamped the appearance of business profiles, which features a dynamic cover image that lets you showcase certain boards or recent activity. In addition to the new sleek, modern look, we’re also getting more insights that include the number of users who saw your pins within 30 days.

Image source: https://business.pinterest.com/en/blog/new-profile-new-insights-new-ways-to-get-discovered

What This Means for Hotels & Resorts

The new look of the Pinterest business profiles is already a plus, but the rest of the updates are what will affect hotels and resorts most. Choose your dynamic cover image carefully; instead of highlighting recent activity, use it to share boards of your most popular destinations or spa packages to give them maximum visibility. And as the new insights feature rolls out fully, you can use it to evaluate how your audience is responding to your pins.

Hospitality Social Media News May 2, 2018

The last few months have been a whirlwind of social media updates coming from every direction, many of which have been fueled by the Facebook controversy. In the midst of all the news, it’s been difficult for many of our clients to sort out which changes are most relevant to them. Take a close look at all the updates below and see how they’ll affect hotels and resorts.

Some Facebook Page Admins Need to Be Verified  

Facebook has actively been making a large number of changes to protect user privacy. One of those changes will directly affect many hotels and resorts, as the admins of Pages with large follower counts will need to be verified.

What This Means for Hotels 

There’s a lot we don’t know about the specifics of this update—we just know that it will be happening. Facebook hasn’t yet announced what counts as “large followings,” or how admins will be verified, but keep an eye out for this, and we will, too.

Instagram Is Getting Ready to Launch Nametags 

TechCrunch recently shared the first look at the soon-to-be-launching Instagram nametags. These nametags are a copycat of Snapchat’s QR codes, and they’ll allow business profiles to create unique images that people can scan with their Stories camera to follow you on Instagram.

Image source: https://techcrunch.com/2018/04/09/instagram-nametags/

What This Means for Hotels 

Any feature that makes it easier for guests to follow you on social media is automatically a good feature. You can place small signs around your hotel or in your guests’ rooms or brochures containing the new nametag and encouraging them to share their experience and tag your hotel in the process.

Streamlining the process and making it easier for your guests increases the likelihood that they’ll follow through, giving you more followers and possibly more UGC all in one fell swoop.

Instagram is Testing a Q&A Sticker 

Another Instagram feature—which is likely slightly further down the road than the Nametags but hopefully still coming soon—is a new Q&A sticker. This feature will allow Instagram users to ask questions in a Story. Users will be able to respond privately. It’s like a more elaborate version of the current polling sticker, which already has proven to deliver great engagement.

Image source: https://wabetainfo.com/instagram-to-support-question-and-answer-sticker/

What This Means for Hotels 

Hotels and resorts can use this feature to jumpstart conversations with guests and get direct, private feedback. You can ask followers what special offers, services, or packages they’d like to see from you. You could also ask what their favorite part of their stay was, and then ask if you can share their response publicly. In the latter instance, you could make this part of a social media contest, offering an incentive like a free night, dinner on the house, or an upgraded room for the winner.

Snapchat Released New Spectacles 

This is a small update, but it’s one that could affect resorts and hotels. Snapchat’s spectacles work as a hands-free camera that you wear, looking like sunglasses. They capture what you see in circular photos and videos, and automatically load your content to Snapchat so you can choose what to share.

The new spectacles, which were just released, are smaller in profile, making them more comfortable, and they’re also now water-resistant.

What This Means for Hotels 

You can link a single pair of spectacles to multiple different devices, and syncing them is easy. If your hotel has some extra money to spend for social media marketing, you could have a few pairs of spectacles on hand for guests to enjoy while on property. This could encourage Snap creation, and more UGC in the process.

Hospitality Social Media News Issue – Facebook Chat Bots

Typically when it comes to social media updates, Facebook is leading the charge with the most significant changes and the largest number of them. When our last newsletter ran, Facebook was busy tackling the privacy debacle they’re now in. At the end of the day, we firmly believe Facebook remains key to any hotel’s social media and engagememnt strategy.

Here are the social media updates that have happened in the last two weeks and how they will affect those in the hospitality industry.

Facebook Pauses Chatbot & App Review

It’s no secret that we’re not a fan of chatbots here at CoMMingle, and this is an enormous development even if it is just for a little while. Facebook has temporarily paused the chatbot and app review system, preventing pending chatbots new apps from getting approved and running. If yours is already up and running, it will continue to function.

What This Means for Hotels

If your chatbot is already functional (as functional as chatbots can be, anyway), you should be in the clear. If you’ve been considering chatbots or rely heavily on them, however, take a look at hiring a live chat service like CoMMingle to handle your private messages for you. You’ll be able to provide better customer service to your guests and you won’t be susceptible to chatbot shutdowns.

Facebook Restricts Questionable Ad Targeting

This likely is a result of the backlash of all the talk and concern about privacy and data breaches on Facebook. They’ve recently announced that they’re cracking down on several things related to ad targeting. The highlights of this are:

  • Enforcing the rules against creating and using custom audiences from emails without users’ consent. According to TechCrunch, this includes the inability to share custom audiences across multiple linked ad accounts.
  • Shutting down partner categories for ad targeting, which enabled third-party data providers to offer ad targeting information to businesses.

What This Means for Hotels

Most hotels and resorts won’t be directly affected by this as long as they’re already following Facebook’s guidelines. The exception is hotel branded properties or resorts with multiple Pages (like a Hilton Orlando and a Hilton Denver), which may have been using the same custom audiences for multiple campaigns. If you’ve been utilizing these strategies, adapt and make sure that you can prove you have customer consent to keep your ad account in good standing.

Facebook Improves Split Testing on Ads

Split testing is an important part of any ad campaign. It allows you to see what’s working and optimize your campaigns for maximized results and profit. Facebook just released a new Quick Creation Flow to improve split testing and make it easier and faster. It will allow you to create multiple creative variables for each main campaign, speeding up the process significantly.

What This Means for Hotels

Split testing will help you better evaluate what creatives are working best for your hotel. You can test different offers for different audiences, like featuring different services in your wedding package when targeting brides or different excursions your resort offers. This will speed up ad creation on a massive scale, too, making it much more simple to run and test larger number of ads for your resort.

 Snapchat

Tagging in Snapchat Stories Now Available

According to engadget, you can now tag other users in Snapchat Stories in their new Mentions feature. This is groundbreaking as far as Stories across all platforms go, with neither Facebook or Instagram offering this feature yet. To tag users, just type in the @ while creating your story, followed by their username. Viewers watching your Story can swipe up to see the tagged account’s public Stories or see their profile. This should be coming in the next few weeks.

What This Means for Hotels

This feature is a big one for hotels and resorts. By asking users to tag you in their Stories, you’ll be able to find more user-generated content and guest reviews that you can ask to feature on your profile. If users swipe on one of these Stories, they can also see all the public Stories from your hotel and resort, too. This is a great way to get more visibility and increase word-of-mouth marketing for hotels in a way that users will find appealing.

Facbook Messenger

Facebook Opens Up 360 Video in Messenger  

Facebook’s incredible 360 degree photos and HD quality videos can now be sent through the Messenger platform. This can be used to share specific high-performing content with individual users as appropriate, making Messenger a more visual platform.

What This Means for Hotels

There’s a lot of incredible use cases of 360 photos and high quality videos, but hotels and resorts can best take advantage of them by showcasing full, dynamic views of their properties, activities, and individual rooms. Imagine having a guest ask a question about a specific room type and being able to send them a 360 degree photo of the exact room in question. This could help answer guest questions quickly and increase bookings.

Pinterest

Pinterest Adds a New Following Tab  

Followers now mean more than ever before on Pinterest thanks to their new Following Tab. Users can click on this tab to see all of the latest pins (in chronological order) from the people they follow. This will help people see more content from those they want to see it from, and it makes followers more valuable because they’re more likely to see more of your content.

What This Means for Hotels

It has previously been difficult to get your pins noticed, even with a large follower count. This new feature allows you to turn pins into something resembling more of an Instagram feed for your followers. Hotels and resorts should find the best times to post online to appear at the top of the feeds. This will likely vary for each individual business, but take time zone of your guest’s home locations into consideration in addition to the time zone where you reside.

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Hospitality Social Media News is brought to you by Lodging Interactive, a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. For more information: Telephone: 877-291-4411, Email: info@lodginginteractive.com

Hospitality Social Media Marketing News – April 4, 2018 Issue

It’s just been two weeks since we sent our last social media update newsletter, and so much has already changed. Keep reading to see what these changes mean for hotels and resorts in the hospitality industry, and don’t forget to keep an eye out for biweekly updates moving forward! We don’t want you to miss a single thing that could improve your hotel’s social performance, so we’ll be compiling bi-weekly lists of the most important changes happening on social media and how it will affect the hospitality industry.

InstagramNew Working Hashtags & Account Links in Bios

Instagram just released a new feature that allows users to attach links and actual, working hashtags to your profile. Many hotels will feature their branded hashtag in their profile, and now this will allow you to make that hashtag clickable.When it comes to the account links, you’ll be able to put links to other Instagram accounts in your resort’s bio. This includes linking to your hotel or resort’s other Instagram accounts.

How Hotels Should Use This Feature

There’s two parts to this new update, and we’re going to break down what both mean for hotels and resorts.

Being able to add an actual, clickable hashtag to your profile is a big deal, especially if your resort gets a lot of user-generated content. Imagine having a potential guest click on that hashtag and see not only posts that you’ve shared, but pictures of and videos of smiling guests enjoying splashing around in your oversized pool or raving about their spa weekend. This is immensely more persuasive what even the most talented strategists could create on their own.

The account links also give hotels and resorts a distinct edge. Now, you can send users to other sister resorts and hotels if applicable. If your resort has separate accounts for your restaurant, spa, and/or wedding venue, this feature also gives you an excellent opportunity to promote those from your main profile, too. This will boost followers across the board on all accounts, and make your marketing seem a little more seamless.

Instagram screenshot

Instagram’s Updated Algorithm

A good while back, Instagram caused a Facebook-eque when they announced that they would be rearranging the newsfeed. Since then, users are shown content that’s deemed to be most relevant to them, and it’s no longer in chronological order. Instagram will be changing this back to the way it was, focusing on newer posts.

What This Means for Hotels

This is good news for hotels and resorts building up their following and engagement, as you’ll no longer get dinged by the algorithms. Make sure to find your peak posting times when your users are most likely to be online so you can post accordingly and get better results. In the meantime, post plenty of Stories, which last 24 hours.

SnapchatSnapchat’s Map Explore

In our last newsletter, we talked about how Snap Map was expanding. Now, the Snap Map Explore feature lets users better see what’s going on around them by seeing where their friends are on the map. According to engadget, users will be able to see updates from their friends who have chosen to share their locations.

What This Means for Hotels

If your target audience is active on Snapchat, this could be a big advantage for you. Imagine having users sharing stories and locations while they’re relaxing in the cabana or enjoying dinner in the resort. People at large conferences could be inspired to meet up with other attendees, for example, giving you a few extra heads during the dinner rush.

Twitter

Twitter’s Verification Will Soon Be More Widespread

Twitter is currently working on finding a way to scale that much-coveted blue checkmark, making verification more available to more users. Their verification system was originally created to help celebrities and influencers verify their identity and protect them from potential imposters or spammers. According to Business Insider, plan is to allow all users to access this feature to prove they are, indeed, who they say they are.

What This Means for Hotels

Hotels and resorts who are not yet verified will be able to accomplish this much easier, getting a nice boost of credibility along the way. This will help customers feel more confident in who they’re engaging with, increasing the likelihood that they’ll reach out for help if they need it through Twitter’s messaging feature.

Snapchat

Snapchat’s Location Data

Snapchat historically hasn’t done so well with providing businesses data about how users are interacting with their content, especially when compared to Facebook. They’re trying to compensate for that with their new location data, where they’ll offer brands free statistics about how many users are visiting their locations.

According to AdWeek, the platform will soon be telling brands how many visitors came to their store, and how many came back at a later date. The data may even include information about demographics or users’ interests.

What This Means for Hotels

Hotels and resorts are inherently location-based, and this update shows that Snapchat may be trying to take center stage as a location-based platform. This information, combined with a unique and highly engaged demographic that uses on Snapchat, could be an enormous advantage for those in the hospitality industry, especially if you want to learn more about your audience for future marketing campaigns.

Snapchat screenshot

Hospitality Social Media News is brought to you by Lodging Interactive, a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. For more information:Telephone: 877-291-4411Email: info@lodginginteractive.com

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