first let’s spring clean · hospitality agriculture sports journalist academics entertainment...
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Essential Facebook for Tourism
First let’s
Spring Clean
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Go back over your Facebook settings
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Have you set up the story?
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Check all your settings
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You need a strategyfor Social Media
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✓ If you want to stay sane!✓ If you want to see results✓ If you want to save time
Why is this important
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The Facebook lifecycle
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Are you in the right place?
How to …Viewer …
WEBSITE – WEBSITE - WEBSITE
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You are in the right place
Sports Journalist AcademicsAgriculture Entertainment Hospitality
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Who do you want to attract?
Couple & groups of friends in their 60’s - Have worked hard and are now enjoying their retirement
50+ looking forward to retirement. Mid-High level careers
Busy working families of all ages. Focused on the needs and wants of their children
20-40 something!Child free singles and couplesEducated to degree level – work long hours
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Understanding what Facebook wants
Facebook owns Instagram
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Why is this important
✓ Facebook makes changes and we need to keep up✓Working with Facebook rather than against it ✓ Believe it or not these change will actually help
you
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Why is this important
What is an algorithm?
You need to train your algorithm
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Fooling someone
into interaction to get more reach is a NO GO!
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Here’s what Facebook said …But recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.
It's easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there's more public content than posts from your friends and family, the balance of what's in News Feed has shifted away from the most important thing Facebook can do -- help us connect with each other.
We feel a responsibility to make sure our services aren’t just fun to use, but also good for people's well-being. So we've studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities.
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What triggers reach
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Triggers which determine your reach
✓ Average time
spent on content
✓ Person sharing a
link on messenger
✓ Multiple replies
✓ Overall
conversation
✓ Time of posting
✓ Type of post
✓ How informative the
post is
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So how do we get
Facebook to love you
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✓Gives you far greater reach✓Saves £££ on adverting✓Builds real relationships✓It makes Facebook more enjoyable for everyone✓Ultimately leads to more customers
Why is this important
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So what now …
You don’t need a huge audience …You need an engaged audience.
Unless your aim is to become a social media influencer
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The Bigthree
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Number 1
Produce great content and be helpful
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Number 2
Be consistent
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Consider your social media as a community
Number 3
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Think of your page
As a community
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What to post …
What’shappening
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What to post …Ask a question
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What to post …
Answer a question or solve a problem
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What to post …
Timely or trending posts
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What to post …
Celebrate the things that
make community
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What to post …
Share real experiences
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Ask yourself…Why would anyone want to follow your page?
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✓Place you want to be
✓Genuinely interested in their content
✓It’s fun
✓Source of information
✓Feels like a community
✓Good images and photographs
Maybe …
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Who is your ideal customer …
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Who is your ideal customer?
✓Start with a name
✓Age
✓Where they live
✓Eating out
✓Work
✓Problems and fears
Create 2 Ideal Customers – Your Facebook & Your Instagram
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In relation to the products and services you provide …
What are their biggest fears?What problems to they have?
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Guess who?
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Guess who?
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Guess who?
Why…
Choose a holiday
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Make your content count
So What
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• 5 Reasons why• 3 Underrated gems• 8 Best walks• 10 Pictures of what it’s really like …• A cottage for all seasons
• Great places to eat• 3 Things you should know before
visiting • Isle of Man in autumn• 5 Family adventures • 5 Ways to explore
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Reposting just doesn’t work …
Facebook and Instagram are totally different
Get to know your audience …To buy from you they need to
KNOW, LIKE & Trust YOU
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You know ….What you want to achieveWho your ideal customer is
Now...
What content are you going to post to attract them?
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“Instead of focusing on what makes content popular and attention grabbing, we need to focus on what makes content
personal and conversation worthy”
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You are posting
ONLY to them
Nowimagine
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Real Engagement …Comes from video
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Creating video doesn’t have to be a nightmare
Start small Embrace rawDon’t look for perfection
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✓Not a nice to have – It’s a MUST have
✓What Facebook wants
✓What the algorithms love
Why is this important
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Short clips
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Voice overs
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Interview others
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Upload pre-recorded
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Make a video with an App
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Make a video with an App
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Make a video with an App
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LIVE
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LIVE
You can practice
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LIVE You can filter
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Gets up to 60% more reach
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You will
love Stories on
&
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What is a hashtag
and how do we use it?
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Trending
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We can increase the share of
voice on the Isle of Man
SIMPLY by raising our voices
with positive message & images
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#IOMstory
#IsleOfMan
#IOM
#Visitisleofman
@visitisleofman
@BiosphereIOM
@ourislandim
Essential Facebook for Tourism