What Just Happened in Social Media – November 13, 2019

We’re getting closer to the holiday season, and as we’re restructuring and mapping out our social media strategies for 2020, it’s crucial for hotels and resorts of all shapes and sizes to consider all the new changes happening on social

Facebook Updates Their Company Brand 

Facebook is giving their company– not the platform itself– a rebrand. They want people to know what products and apps are run and owned by the Facebook company. These products include Instagram, Messenger, WhatsApp, Oculus, Workplace, Portal, and Calibra.

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Image source: Facebook 

Every product owned by Facebook will be given a quick adjustment in visual branding, showing “From Facebook” somewhere on the homepage. The Facebook company logo will be changing, while the platform’s logo will stay the same.

What This Means for Hotels & Resorts 

This isn’t going to be affecting your campaigns much, but because there’s a big visual shift, we wanted to mention it. The company logo will be disconnected from the traditional Facebook logo itself, but the companies are still interconnected, and we’re still seeing a movement towards increased integration (at least where messaging is concerned).

Facebook Expands Creator Studio & Access To Brand Collabs Manager 

Facebook has recently been overhauling their Creator Studio, adding incredible new functionality, and now they’ve added expanded yet again.

Facebook just announced the following new features:

●      Expansion of Brand Collabs Manager, which helps advertisers find creators for branded content partnerships. The expansion is going out to more than 40 countries, though you need to apply for access, which means needing 1,000 followers and strong engagement.

●      Enhanced Creator Studio, which is now offering Traffic Source Insights to see how their content is distributed across the platform and new abilities to post content to Instagram from desktop. This includes tagged branded partnership posts.

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Image source: Facebook 

What This Means for Hotels & Resorts 

The Traffic Sources Insights will be most useful to hotels and resorts, giving us more actionable information about how we’re building brand awareness on Facebook than ever before. This knowledge will allow us to optimize for our most effective channels and develop strategies to strengthen weaker referral sources.

For hotels and resorts who aren’t in an area where this was previously accessible, check to see you’re able to apply now. The option to connect with creators and influencers to reach potential guests is a good one to have in your back pocket.

Instagram Shares Tips on Improving Stories 

Instagram just released a new list of tips designed to help brands publish Stories that are more likely to drive results. These tips include the following:

●      Suggestions for content, like testimonials, business stories, tutorials, and behind the scenes content.

●      Recommendations for how to add text that’s effective and easy to read.

●      Reminders to use stickers to make your Stories actionable.

●      Suggestions for how to make your Stories interactive, like an increase of live video and  hosting Q&As.

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Image source: Instagram 

What This Means for Hotels & Resorts 

While these tips are pretty standard, they’re a good refresher to check out to ensure that you’re exhausting every creative option for your Stories. This is what you want to do; Stories only last 24 hours, so you need to create significant amounts of content, and having the right ideas and strategies will be useful. You can see the full infographic here.

LinkedIn Adds New Translation Features to Platform 

LinkedIn’s user base is expanding internationally faster than ever, so they’re making sure they can keep up. As a result, they’ve added two new language translation options to the platform, better facilitating on-platform communication between users who speak different languages.

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Image source: LinkedIn 

What This Means for Hotels & Resorts 

Perhaps few other industries understand the importance of being able to communicate with guests who speak different languages as well as the hospitality industry. There’s a high likelihood that you will encounter guests who speak a wide variety of different languages, and the ability to easily engage with them on social platforms like LinkedIn can give you a competitive advantage by starting the relationship building process early.

Pinterest is Testing Emoji-Inspired Reactions for Video 

Pinterest is on a roll lately, and the newest feature that they’re testing is fast emoji-inspired responses for on-platform videos. These emojis are similar to different “React” options on Facebook and LinkedIn, with surprise, heart, and laughing reactions.

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Image source: Jane Manchun Wong 

What This Means for Hotels & Resorts 

Pinterest is primarily focused on finding and saving content; you don’t get much feedback from pinners and potential guests other than whether or not they’re saving your pins. Having reactions on videos will help you assess how users are experiencing your content, and it may provide valuable social proof that can help you attract guests from all over the world. We’ll keep you updated and let you know when we know more.

Lodging Interactive Launches Social Media Marketing News Apple Podcast

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the rollout of its commingle:engage bi-weekly podcast. The podcast episodes cover the latest changes and updates announced on social media and what they mean for hotels and resorts.

 

“The world of social media continues to evolve and as it does it presents many opportunities and implications for hotels and resorts,” stated DJ Vallauri, Lodging Interactive’s Founder & CEO. “We wanted to create a new way to keep hoteliers informed and educated on the latest social media marketing news, and do so in short 3-5 minute audio clips.” 

 

The podcast is recorded via Anchor every two weeks and is published on all major Podcast networks including Spotify and Apple’s Podcast network. The podcast summarizes the major points from the Company’s bi-weekly social media newsletter What Just Happened in Social Media and What it Means for Your HotelClick here to listen and to subscribe to the commingle:engage bi-weekly podcast to ensure you receive notifications when new episodes are published.

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.  


commingle:engage, the Company’s social media and reputation management division, has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.  

 

Lodging Interactive is an HSMAI Adrian Award winner and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.  

 

The Company’s Founder & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.

 

Contact

DJ Vallauri
President & Founder
Phone: 877-291-4411 ext 704

 

Conversational Marketing Should Be Part of Every Hotel’s Marketing Plan in 2020

 

Lodging Interactive’s Founder and CEO, DJ Vallauri, discusses the importance of conversational marketing and why every hotel should prepare to leverage the new Facebook social media messaging platform in 2020.

Much has been said and written about “conversational marketing” and how future marketers will be required to master this consumer engagement technique in order to be successful. Clearly, the hospitality industry is well-positioned to leverage the loyalty-building power of conversational marketing through personal engagement with its guests, pre-arrival, during guest stays and post-checkout. Let’s take a deep dive into how your property can use conversational marketing, beat the competition every time and capture more market share.

Business-2-Consumer (B2C) communications continue to evolve and spread globally. Today’s “always-on” generation expects near-instantaneous communications with businesses and long gone are the days where businesses require consumers to fill out an online email form only to receive a reply in 24-48 hours. Social media platforms such as Facebook, Instagram and Twitter continue to invest heavily in building out their consumer messaging platforms and capabilities. Mark Zuckerberg announced at Facebook’s recent F8 developer’s conference that they intend to launch a re-imagined Facebook platform in Q1 of 2020. The new Facebook platform will become more of a “town hall” for open and public communications while it plans to further its development of a private and fully encrypted messaging platform for consumers. Facebook will let users chat across Messenger, Instagram, and WhatsApp in a completely interoperable manner. Dubbed as a “SuperApp” the Messenger platform will enable over 4 billion consumers to communicate freely and privately with each other as well as businesses, such as hotels.

Messenger and it’s privacy-focused vision for social media must be embraced by every hotelier and is where conversational marketing can provide the marketing edge to win.

Here’s the good news. As an industry-focused around being hospitable and being service-oriented, the hospitality industry already has the right mindset. The industry, after all, is built on creating memorable guest experiences and achieving service levels that encourage guests to write positive reviews regarding their stays. Hoteliers are wired to “be of service” to their guests.

Now for the bad news. Super Apps such as Messenger will force hoteliers to go beyond the status quo and to allocate internal resources to efficiently engage with a very demanding new generation of consumers, the “I want it now” generation. Direct messages sent to a hotel’s Messenger, Instagram or WhatsApp account will need to be responded too in near real-time and at any time, 24/7/365. But it’s not just about responding to inquiring consumers who want your engagement on their time, this all presents a conversational marketing opportunity for hotels.

One-on-one Messenger conversations should not only be considered as a new way to deliver customer service and to differentiate properties from their competitive sets, but rather as a way to deploy conversational marketing. Building relationships, one-on-one with the ultimate goal of building customer loyalty and growing future business.

Through conversational marketing, specific customer engagement and messaging should be captured, in real-time, and databased into a Customer Relationship Management (CRM) system enabling future marketing opportunities. Future Messenger marketing programs, SMS/Text and, yes, email marketing all present the basis for conversational marketing and new revenue generation opportunities for hoteliers. Conversational marketing leverages the human engagement elements, through Messenger, new and traditional marketing automation platforms resulting in loyalty-building opportunities. And as all marketers know, loyalty equates to future business on the books.

Questions every hotelier should begin to ask:

  • Is my hotel ready to handle the increasing amount of direct messaging?
  • Will my hotel have a budget to hire staff we will need for after-hours and weekend coverage?
  • Will we have in-house skills to deploy Messenger and SMS/Text marketing programs?
  • How will we track the ROI of our conversational marketing efforts?
  • Will my competitors have the resources to leverage conversational marketing and steal my market share?

At Lodging Interactive, we’ve created commingle:engage our highly-focused social media and engagement division specifically addressing the needs of the hospitality industry. We understand the changes in consumer engagement behaviors and the hospitality industry. For nearly 20 years, we have helped over 650 hotels maximize the opportunities of digital marketing.

Facebook’s Clear History Tool is Officially Here

As we all start the month of September off strong, it’s important to remember that keeping up with all the new social media updates will help us keep the momentum going. And this month, we definitely got some big updates. Let’s take a look at all the new changes that impact hotels and resorts and what they mean for businesses in the hospitality industry.

Facebook’s Clear History Tool is Here 

Facebook’s Clear History Tool is officially here, rolling out to audiences quickly. Users will now be able to clear their off-Facebook activity from being stored in the platform’s database, which includes what Facebook’s conversion pixel is tracking on your site. The release is starting with those in Ireland, Spain, and South Korea, but it will likely expand to more locations very quickly.

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Image source: Facebook 

What This Means for Hotels and Resorts 

If users start removing their off-Facebook activity from the databases, it will impact our ability to retarget to them accurately. You won’t be able to reach the full number of guests who visit a certain landing page or those who abandon a reservation before finalizing it. Instead, on-platform activity will become more important, so take advantage of video retargeting, engagement retargeting, and lead form retargeting to show relevant ads to potential guests.

Facebook Switches Up Group Privacy Terms 

In an attempt to clarify the language they’re using to explain the privacy of groups, Facebook has changed group classifications. The following options are now available:

●     Groups that were previously “secret” are now “private and hidden” meaning that no one can see the content unless they’re in the group and they can’t find the group unless added to it by a member or admin.

●     Groups that were previously “closed” are now private, so users outside of the group can’t see content, but they’re “visible,” meaning that they can be found through search.

●     Groups that were “public” will remain “public” and “visible,” meaning anyone can find the group and view its activity. Image source: Facebook 

What This Means for Hotels and Resorts 

Facebook groups centered around your hotel or resort are a great way to engage your guests. It’s a popular marketing strategy, and while these new terms don’t change the way your group functions, it’s a good idea to double check that your privacy and visibility settings are where you want them to be.

Facebook Announces New Messenger Interactions for Businesses 

It’s a Facebook-heavy month so far, and the last update for this platform we need to look at is the new Messenger interactions that have recently been announced for businesses and will be rolling out soon.

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Image source: Facebook 

These are the new updates we’ll see rolling out in the following months:

●     New lead generation tools. Pages can integrate Messenger with their CRM to move guests through the sales funnel, all while setting up more automated processes in the messaging platform to better engage and qualify guests.

●     Integrated appointment booking in Messenger, which will allow guests to pick dates and times for appointments without ever leaving the chat-oriented app.

●     Businesses will soon need to respond to users within 24 hours with standard messaging. This puts an emphasis on the requirement for faster customer service.

The discover app will also be removed from the Messenger app, which previously helped brands connect with users.

What This Means for Hotels and Resorts 

Both Messenger features are opening up stronger opportunities to better communicate with potential and existing guests to offer them better service faster. More guests want nearly-instant access to the hotels and resorts they want to book with, and this can help streamline that.

The 24-hour requirement can feel overwhelming, but it’s a good one to follow even if Facebook didn’t set up this rule, as it will keep your guests happy and your inbox clear. If you’re overwhelmed with such tight deadlines, remember that our CoMMingle live 24/7 Messenger and Crisis Management Service can tackle your messaging with lightning-fast responses so you don’t have to.

Twitter Tests Ability for Users to Follow Interest Topics 

Twitter is working on a small test that will allow users to follow “interest topics,” the same way that they can currently follow accounts. It will be similar to the ability to follow hashtags on Instagram, allowing users to see content they’re interested in even if it’s coming from accounts they don’t follow yet. It’s starting with Sports, but will eventually expand to other areas of interest.

What This Means for Hotels and Resorts 

Right now, the test won’t immediately be relevant for hotels and resorts, but as long as they keep rolling out potential interests it could be. Travel is an interest many people share, and if so, this could be a valuable opportunity to connect with more guests by sharing great content even if they aren’t following you yet. We’ll let you know when we know more.

WHAT’S NEW IN SOCIAL MEDIA THIS WEEK AND WHAT IT MEAN FOR HOTELS – AUGUST 7, 2019

As we’ve been moving into August, social platforms have really been maintaining their always-fast pace when it comes to releasing new updates to improve the experience. In the past few weeks, we’ve seen a few key updates that could impact how hotels, resorts, and other hospitality businesses are marketing on social.

We’re going to look at each one, but first let’s take a look at some key statistics that you need to know about social in 2019.

Infographic From Oberlo Demonstrates The Value of Social 

Oberlo recently created an infographic that detailed the 10 most important social media statistics marketers need to know in 2019. This, of course, includes marketers who work in the hospitality industry, too.

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These 10 statistics are:

●     There are 3.2 billion daily active social media users, making up around 42% of the population

●     68% of adults report that they’re Facebook users, keeping Facebook as the market leader

●     Millennials are the heaviest social media users (90.4%), followed by Gen X (77.5%) and then Baby Boomers (48.2%)

●     Each user spends an average of two hours and twenty two minutes per day on the various networks

●     73% of marketers believe that social marketing has been “somewhat effective” or “very effective”

●     54% of social media users are researching products on the various platforms

●     71% of consumers who had a positive social experience are likely to recommend the brand to friends and family

●     49% of consumers depend on influencer recommendations to make purchase decisions

●     Daily Active Stories users increased to 500 million in early 2019.

●     91% of social media users are accessing the platforms on mobile, and almost 80% of all social time happens on mobile devices.

Facebook Changes Mobile Aspect Ratios 

Starting on August 19th, mobile Page posts and ad campaigns are going to look a little different. The new content will be much more condensed, showing only three lines of text instead of seven before displaying a “see more” prompt, and the aspect ratios for visuals will shift to 4:5 from their previous 2:3. Any media taller than the 4:5 aspect ratio will be hidden on mobile.

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What This Means for Hotels and Resorts: It’s more important than ever to adapt to this new, condensed look. If not, key portions of your post text may be hidden underneath the “see more” prompt and your media could be hidden all together. Adapt quickly, and remember to always grab users’ attention and let them know what’s in it for them right off the bat.

If you have any ad campaigns currently running with media outside of this aspect ratio, change it now.

Facebook Announces Cryptocurrency Plans 

About a month ago, Facebook announced that they had plans to release their own cryptocurrency (sort of), called “Libra.” The cryptocurrency will actually be coming from the Libra Association, which Facebook founded along with several other massive companies like Master Card and PayPal, and it’s supposedly about making it easier for people to send money to each other online.

Right now, we don’t know much more about Facebook Libra, including Facebook’s long-term plans with the digital currency, but you can read a great breakdown on the topic here.

What This Means for Hotels and Resorts: For the time being, we’re not sure exactly what this will mean for hotels and resorts. There’s a good chance that eventually, this cryptocurrency could be used on-platform when users are trying to book reservations or services directly on social. Right now, we just don’t know more, but this is big news, so we’ll update you with new information as it comes out.

Twitter Rolls Out Broadcast Scheduling Feature 

Twitter has just released a new broadcast scheduling feature in their Media Studio, which allows soon-to-be broadcasters to get everything synced up before they go live. When using this new feature, you can also give users a wider time frame to discover your content, sharing a link to what will become the live broadcast at the designated start time.

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What This Means for Hotels and Resorts: Live video is becoming increasingly popular on Twitter, offering a valuable opportunity for brands in the hospitality industry to connect with more guests. The scheduling feature will make it much easier for your team so that no one is left scrambling at the last minute, but its ability to give you more visibility is the biggest advantage. If you’re going live on Twitter, try to make sure you schedule it moving forward.

YouTube Automates Comment Moderation 

YouTube has recently made a few updates to streamline the comment moderation process, automatically flagging inappropriate comments and instantly holding them for your review. This is all done based on the platform’s algorithm, and according to YouTube, has resulted in a 75% drop in comment flags for the channels using the feature during its testing phase.

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This moderation feature is available globally, but only works on comments written in the following languages:

●     English

●     Spanish

●     Russian

●     Portuguese

●     Korean

●     French

●     Arabic

●     German

●     Japanese

●     Turkish

●     Vietnamese

●     Thai

●     Indonesian

What This Means for Hotels and Resorts: Hotels and resorts utilizing YouTube to connect with potential guests will almost certainly appreciate this news. We’d all much rather have YouTube flagging the bulk of inappropriate comments instead of trying to catch them all ourselves or risking potential guests being turned off if they spot the comments first. This is easy to turn on, and keep in mind that if a flagged comment turns out to be fine, you can always approve it right away.

Hospitality Social Media Marketing News July 16, 2019

In two short weeks, Facebook, Instagram, and Twitter have all either announced updates or made updates to their platforms that will impact social media accounts for businesses in the hospitality industry. Keep reading to see all the changes and what they mean for hotels and resorts.

Facebook Ads Organic “Top Fans” Targeting Option 

According to Social Media Today, Facebook is rolling out a new feature that allows Pages to target their “top fans” with organic posts, showing the content only to them. This could be used to thank them, share exclusive content, or even try to increase the likelihood that big Page supporters see specific updates.

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Image source: Social Media Today 

In order to use this feature, you need to have the “Top Fans” badge enabled for your Page. This can be done under your Settings under the “Facebook Badges” section.

What This Means for Hotels & Resorts: This new feature is a good opportunity to foster a community that you may already have on Facebook while leveraging an exclusivity that can bring people closer together. Consider offering exclusive discounts or first-access to amenities around your hotel, or run specials specifically for your top fans. This will keep people engaging consistently.

Facebook Released Information on Comment Ranking 

Facebook recently released information regarding what signals they use to rank the quality of comments on public posts, determining what shows up when someone is scrolling past a post in their feed. They look for the following:

●     Integrity signals, like whether or not the Community Standards are violated

●     What users want according to surveys, which is a signal Facebook has left vague and described as “the types of comments people want to see”

●     How users are interacting with the comment, including whether they’re commenting or what type of reaction they use

●     Poster actions, like hiding, deleting, or engaging comments

What This Means for Hotels & Resorts: The recent update was designed to reduce clickbait tactics that some users and Pages utilize to try to get more attention on the platform. Hotels and resorts can use this update to their favor in attempt to get strong comments that benefit you more visibility. If someone comments about how their stay with you was the best part of their whole vacation, give it as much engagement as possible, using a “love” reaction and leaving a comment designed to generate more conversation. More visible positive social proof is always good.

Facebook Is Removing Fields in Page Descriptions 

Starting on August 1st of this year, Facebook will be removing certain fields in the Page description area. We know that the fields that will be removed definitely include (but may not be limited to) the following:

●     Company Overview

●     Affiliation

●     Mission

●     Biography

●     Personal Interests

What This Means for Hotels & Resorts: Head over to your Facebook Page now and take a look to see what– if any– information you currently have in these sections. If there is anything of value there that could impact how potential guests perceive your brand or interact with it, try to add it into other sections of the Page description. This information would most likely be in the “Company Overview” and “Mission” sections of your Page.

Instagram Brings Ads to Explore Section 

Instagram has announced that they’ll be bringing ads to their Explore Feed. When users click on an image or video in their Explore feed, they’re then able to scroll through similar content that Instagram has compiled for them. This is where the ads will show up, looking just like Instagram’s current newsfeed ads.

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What This Means for Hotels & Resorts: According to Instagram, more than 50% of all accounts visit the Explore section of the app at least once per month, so this is a good opportunity for more ad placements on the platform. More ad placements can help stabilize the existing demand in the marketplace, which could be good for ad costs.

We don’t know yet exactly how these ads will perform in terms of reach, engagement, brand lift, and conversions, but Instagram Ads typically yield high results across the board.

Twitter Tests Direct Message Prompts 

Twitter is currently testing direct message prompts, which allow you to instantly share links through direct messages to those who you talk to regularly. It’s designed to help users share tweets and connect a little easier. This is similar to Facebook’s “Share” option, which allows users to share a post in a direct message instead of sharing it on the user’s or Page’s wall.

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What This Means for Hotels & Resorts: It’s possible that this could be used to engage with top influencers and brand ambassadors in the hospitality industry, engaging them with content that’s genuinely relevant to them. If your resort Tweeted about a new expansion publicly, you could send a DM to a key few industry influencers that you have some sort of relationship and even ask if they want a first glimpse.

Lodging Interactive Launches CoMMingeDIRECT – 24/7 Social Media Reputation & Crisis Management for Hotels.

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its CoMMingleDIRECT service. CoMMingleDIRECT provides 24/7 social media reputation and crisis management for hotels and resorts covering Facebook, Instagram, and Twitter.

“Reputation protection on social media is critical for hotels and CoMMingleDIRECT provides hoteliers with peace of mind knowing their social media accounts are being monitored 24/7,” stated DJ Vallauri, Lodging Interactive’s Founder and CEO. “Research continues to support that consumers expect timely responses when posting service issues on social media or sending private direct messages. Our CoMMingleDIRECT team handles it all for the property, 24/7, and escalates serious issues to the property.”

CoMMingleDIRECT incorporates real-time property escalations through its CoMMingle Alert system to mitigate potential crisis situations from resulting in negative guest reviews on TripAdvisor, Google, Facebook and OTAs. With the continued rise of private messaging between consumers and hotels, it is vital that hoteliers respond to every direct message in a timely manner, regardless of the day or time of day.

“By resolving consumer complaints in private and in a timely manner, CoMMingleDIRECT ensures the property is responsive on social media,” added Mr, Vallauri. “This, in turn, provides a definitive competitive customer service advantage for the property.”

Current CoMMingle social media marketing customers can upgrade to CoMMingleDIRECT based on preferred customer pricing established by the Company. The CoMMingleDIRECT service can be implemented in less than ten days.

For more information please visit commingle:engage, or call 877-291-4411.

About Lodging Interactive

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.

commingle:engage, the Company’s social media and reputation management division, has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.

Lodging Interactive is an HSMAI Adrian Award winner and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

The Company’s Founder & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.

Contact

DJ Vallauri
President & Founder
Phone: 877-291-4411 ext 704

All-In-One Facebook Messaging & What It Means for the Hospitality Industry

Last week, Facebook announced it is reportedly working to develop a single, unified messaging infrastructure and increasing the connection between several of their apps.

 

The integration will allow users to communicate cross-platform even while using the individual apps of Facebook Messenger, WhatsApp, and Instagram’s messaging, combining the world’s 3 largest messaging platforms. Thousands of Facebook employees are supposedly hard at work, with the goal being to make the integration complete by the end of 2019 or early 2020, though Zuckerberg has said that the functionality likely wouldn’t be possible until sometime in 2020 at the latest.

 

This is happening in the midst of questions about too much connectivity and user privacy concerns, which has garnered mixed reactions to the news at hand even though Facebook first started laying the groundwork for this as early as 2016.

 

Right now, while users are deciding how they feel about this, businesses and marketers have gone straight into what it might mean for them and how it will impact their guest relationships. Some have argued that it will “strengthen Facebook’s grip” on users, with Facebook founder Mark Zuckerberg taking charge of platforms he’d previously said he wouldn’t be heavily involved with.

 

After a great deal of research, I believe this will be a powerful and very positive change for businesses in the hospitality industry, opening the door to the future of live chat.

 

We already know that live chat is essential for businesses in the hospitality industry, where guests frequently have questions to be answered or special accommodations to be requested that an FAQ section just won’t solve. One study even found that 79% of customers prefer live chat to other options because it was both immediate and convenient, which is a winning combination in our on-the-go world.

 

We’ve already seen an increase in guests reaching out to hotels and resorts through social media direct messaging because it’s easy and it’s fast for them, but it’s still convenient. They’re able to send a message to a resort through Facebook Messenger, put down their phone, run their errands, and then come back later to see what was said. There’s the immediacy of live chat without the inherent urgency; they won’t be dropped from the chat if they don’t reply quickly enough, so it’s well-suited to busy consumers.

 

I believe that this Facebook messaging integration, as a result, will become a live chat replacement, giving consumers the ultimate control in how and when they’re getting in touch with hotels. Since there are more than 2.6 million users on the messaging apps combined as it is, this is a valuable opportunity for businesses in the hospitality industry to connect with their guests in a place they’ll be happy to engage.

 

Consumer control is almost always a good thing for any business that’s willing to rise and meet the challenge, and I know we’re getting our clients ready for the shift ahead. Are you getting ready?

 

Lodging Interactive is an award-winning, full-service Hotel Marketing and Social Media Engagement Agency exclusively servicing the hospitality, spa and restaurant industries. Since 2001, we have provided hundreds of hotels and resorts with proven, ROI driven online marketing services.  For more information please visit call 877-291-4411 or visit https://lodginginteractive.com.

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.

commingle:engage has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually. The Company also offers fully managed Live Chat services for hotel websites through its LiveChatForHotels.com operation and comprehensive social media marketing services.

Lodging Interactive is an HSMAI Adrian Award winner and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

The Company’s Founder & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.

This Week in Hospitality Social Media Marketing News- November 13, 2018

We’re nearing the end of the year and are getting ready for the big holiday rush, but now is no time to let your social media marketing slide. There have been a lot of new updates that have rolled out in the past week that are directly relevant to hotels and resorts, so let’s dive in and look at each one.

Facebook Caught Inflating Video Metrics 

Facebook has recently come under fire with the accusations that they’ve been inflating video metrics, making it look like people were watching more video than they were. Facebook has admitted to this in the past, but a current lawsuit is suggesting that the inflation was much higher than acknowledged. Instead of being inflated by 60-80%, research has shown that it was likely closer to 150-900%.

What This Means for Hotels & Resorts

Be careful when using video metrics to make big marketing or advertising decisions on Facebook. Until things are truly resolved, you may be getting false positives. This doesn’t mean that you shouldn’t use video advertising, because even with inflated metrics it presents a great opportunity as an advertising format. That being said, watch other key metrics on these campaigns, too.

Facebook Releases “Instant Forms” For More Objectives 

Facebook’s instant forms– previously known as “lead forms” — have been restricted to the lead generation objective. Moving forward, advertisers will be able to attach instant forms to the brand awareness, traffic, and reach objectives in newsfeed and Story ads on both Instagram and Facebook.

This update will also give us “platform reporting,” which shows advertisers whether an instant form was submitted through Facebook or Instagram so you can better determine which channel is more effective.

What This Means for Hotels & Resorts 

Instant forms open up within Facebook, fill out as much of a user’s information as possible automatically, and provide advertisers with that data. They’re most often used to collect contact information like email addresses. Use them to your advantage, capturing guest information so that you can reach out to them with special, relevant offers at a later date.

Facebook Releases New Video Options 

Facebook has just released two new video ad buying options on Facebook: In-Stream Reserve and ThruPlay.

In-Stream Reserve allows advertisers to choose placements in video that come from “the most engaging, highest quality” publishers on Facebook, increasing the likelihood that your ad will be watched fully by an engaged audience. These ads are purchased in advance.

ThruPlay gives advertisers more control over what they’re paying for, allowing them to optimize and pay for ads only if they’re watched either through to completion or for a minimum of 15 seconds.

What This Means for Hotels & Resorts 

More control for advertisers is always a plus, especially with video ad metrics being inflated. Hotels and resorts can use this feature to increase the likelihood that they’re only paying for views of a substantial length. It can also help advertisers get those views by offering high-engaging, high-view placements.

Facebook Cracks Down on “Low Quality” Ads 

Facebook has put a lot of effort into reducing “low quality” ads from appearing in the feed, and they’re taking further steps to do so. They’re now looking for certain triggers like misleading information or sensationalized language when approving ads.

Ads that are deemed “low quality” will either struggle to get the number of placements they should or may even be rejected all together.

What This Means for Hotels & Resorts 

Most hotels and resorts won’t be hugely affected by this, as our industry isn’t known for bait-and-switches or misleading information like other industries. That being said, make sure that your ad campaigns are straight forward. You can still capture the excitement and luxury of staying at your resort without going over-the-top with hyperbolic language.

Instagram Announced “Promote” for Stories

Instagram has just announced their new “Promote” option for stories, which works exactly like Facebook’s and Instagram’s “boost post” options. Advertisers will be able to pay to have their already-running Stories appear in users’ feeds, like other Story ads that you’d run. This feature has not been released yet, but it’s being tested globally, so keep an eye out.

What This Means for Hotels & Resorts 

Instagram Story Ads can take a little while to create, so this will be a great asset to hotels and resorts using Stories to connect with their guests. If you choose to use the feature, make sure to use an instant form in the Story so that you’re able to drive real results if viewers are interested.

Pinterest Releases “Promoted Carousel” 

Pinterest has just rolled out a new “Promoted Carousel” ad format, which works similarly to Facebook’s carousel ads. Advertisers can add multiple cards to their ads, with each card featuring a unique image, title, description, and (if you choose) landing page.

Image source: Pinterest 

What This Means for Hotels & Resorts 

Carousel ads have higher-than-average performance (including CTR) than other ad formats on Facebook, so the same could be true for Pinterest. Use carousel ads to showcase different locations, or different features, rooms, or amenities in a single hotel or resort to show everything you have to offer.

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

Live Chat With Us – Real Humans – No Bots

Lodging Interactive Rolls Out Commingle:Engage Total Customer Engagement Services.

commingle:engage guest engagement services

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of commingle:engage, a total customer engagement solution for hotels and resorts. commingle:engage is a fully managed service that enables properties, of any size, to effectively build customer loyalty through personal, one-on-one, customer engagement with new and past guests.

 

“Since 2006 we’ve successfully established CoMMingle as the leading provider of guest reputation management and social media marketing services exclusively for hospitality,” stated DJ Vallauri, Lodging Interactive’s, Founder and CEO. “We’re excited to continue our path of helping properties build relationships with their potential and past guests through our commingle:engage services.”

 

 

commingle:engage provides fully managed customer engagement services in four key areas and creates the foundation for customer loyalty and advocacy.

commingle hotel reputation management services

 

“There is no other company in our industry that can match the customer engagement value we can deliver through our commingle:engage services,” added Mr. Vallauri. “Customers don’t want anything to do with ‘big data’ and ‘technology stacks’, they want real-time customer service and assistance on their time and their messaging platform of choice. commingle:engage brings customer service back as a property differentiator and competitive advantage.”

 

commingle:engage offers 24/7 guest review monitoring and hotel website engagement.

 

According to HubSpot Research, consumers are impatient and 82% expect fast responses to their inquiries. Additionally 90% of consumers rate immediate responses as very important when having a sales question. commingle:engage provides hotels with 7 day a week website live chat services, staffed by USA based company employees. “The ability to engage with hotel website visitors 7 days a week, truly takes customer services to the highest level and presents a compelling competitive differentiator for any property,” added Mr. Vallauri.

 

commingle:engage is powered by proprietary technologies.

commingle hotel reputation management services

 

Through the use of proprietary technologies that leverage social media platform API’s and integration with IBM’s Watson Supercomputer, commingle:engage uses the power of Artificial Intelligence (AI) to analyze thousands of top performing social media posts to determine common engagement characteristics. This provides valuable insights which help to increase customer engagement levels.

 

For more information please visit https://commingleengage.com or call 877-291-4411 extension 701.

 

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas.

 

commingle:engage has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually. The Company also offers fully managed Live Chat services for hotel websites through its LiveChatForHotels.com operation and comprehensive social media marketing services.

 

Lodging Interactive is an HSMAI Adrian Award winner and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

 

The Company’s Founder & CEO, DJ Vallauri, formerly served on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.