Facebook strategy of a hotel Case study Hotel
Facebook strategy of a hotel Case study: Hotel Rotes Wildschwein Carmen Brenner Ioannis Stavrakantonakis ©www. sti-innsbruck. at Copyright 2012 STI INNSBRUCK www. sti-innsbruck. at
Hotel 2. 0 www. rotes-wildschwein. at Facebook account Booking Engine http: //www. facebook. com/pages/R otes. Wildschwein/321731534545050 Homepage www. sti-innsbruck. at 2
Hotel 2. 0 Homepage +1 DIRECT booking channel Facebook account Booking Engine CRM Engage www. sti-innsbruck. at 3
Facebook features • • Facebook Ads (not free) Facebook Widgets for the Web site (free) Facebook Fan page (free) Facebook Apps (free) www. sti-innsbruck. at 4
Facebook Fan page + Apps Create your own App • Apps for Promotions • Apps for Lotteries/Competitions • Apps for Bookings (Check availability, Book) Use existing Apps • e. g. Apps for HTML (iframe) Tabs www. sti-innsbruck. at 5
Facebook Fan page • Exploit the new timeline features – Founding year – Make available historical photos and past events • Eye-candies – Image/Video galleries • Take pictures during the events organized by the hotel • Upload and tag your customers in the photos • Friends of this person see the picture in their news feed • Events of the hotel • Competitions (could be organized with or without an app) – Run a photo contest of your local area www. sti-innsbruck. at 6
Engagement via Facebook Communicate with your costumers! • Send them vacation tips (What to do during your stay? etc. ) • Post to their timelines with offers, reminders, discounts etc. – Friends of this person can see this (privacy: friends, friends of friends, public) This behavior gives you back two things • Hotel engages with the customers because the hotel team makes them feel important • Exploit the second level of friendship by triggering the attention of their friends. www. sti-innsbruck. at 7
Engagement via Facebook Requirements • Train the hotelier to understand the Facebook platform and how it really works in order to be able to exploit it in the most productive way • Facebooking app development www. sti-innsbruck. at 8
References 1. Social Media Strategies for Hotels: http: //blog. milestoneinternet. com/web-2/socialmedia-strategies-for-hotels/ 2. http: //www. evisionworldwide. com/learning/facebook-best-practices-part-1/ www. sti-innsbruck. at 9
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