Tag Archives: engagement

Everybody Writes: Linked In

everybody writes linked in

Ann Handley, author of Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content gives some recommendations for writing on Linked In.  This is a social media platform for professional people.

First and foremost, you can optimize your profile with keyword-rich descriptions, a stand-out headline as well as a link to your blog and Twitter handle.  Actively share relevant content on a regular basis.

 

Everybody Writes LinkedIn Tips:

  • Use concise introductions
  • Use snappy headlines
  • Include a clear call to action
  • Use active language
  • Cite tangible outcomes
  • Include an image
  • Consider the keywords you want to be known for
  • Align your content to your member’s needs and interests
  • Make your content “snackable” and valuable
  • Manage your updates by measuring engagement
  • Follow up on comments
  • Keep in mind which audience you are targeting
  • Cater your message to a specific audience for better engagement
  • Be consistent and track your results

Top 10 Overused LinkedIn Buzzwords:

  • Responsible
  • Strategic
  • Creative
  • Effective
  • Patient
  • Expert
  • Organizational
  • Driven
  • Innovative
  • Analytical

Other Everybody Writes LinkedIn tips:

  • Claim your vanity URL
  • Customize your profile by moving parts around, embed examples or other media
  • http://help.linkedin.com/ is the link to getting help on LinkedIn

Since we are talking about LinkedIn, I wanted to also share some interesting facts and statistics about this professional social network that were recently compiled by Digital Marketing Ramblings:

  • 380 million people use LinkedIn
  • 107 million of those users live in the United States
  • LinkedIn gets two new users per second
  • Reaches over 200 countries and territories
  • LinkedIn profiles are 11 times more likely to be viewed if it has a photo
  • LinkedIn members are 13 times more likely to have their profiles viewed if they list specific skills
  • 56% of LinkedIn users are male
  • 8.33% of Americans use LinkedIn while they are on the job
  • 13% of all United States adults use LinkedIn daily
  • 29% of all American social media users use LinkedIn
  • 41% of millionaires use LinkedIn
  • LinkedIn has over 6,000 employees and offices in 26 different cities
  • 50% of those accessing LinkedIn do so from mobile devices
  • 3 million active job listings on LinkedIn
  • 94% of recruiters use LinkedIn to vet candidates

LinkedIn Groups may be a great way to post questions and/or share answers. Usually many people are willing to share best practices.  LinkedIn groups for Bed and Breakfast Owners include:

  • Bed and Breakfast Business
  • Bed and Breakfast Forum
  • Bed and Breakfast and Guesthouse Owners Groups
  • Bed and Breakfast Innkeepers
  • ed and Breakfast Inns
  • Bed and Breakfast, Inns, and Vacations Rentals.
  • Bed and Breakfast News
  • B&B Owners Association
  • Innkeepers
  • Just Bed and Breakfast Network
  • and many more!

Be sure to keep Ann Handley’s LinkedIn content advice in mind when you venture onto this professional social media website.  You may become connected via LinkedIn to past bed and breakfast guests as well as potential guests. LinkedIn is a great way to promote your B&B business.

Note: I receive Amazon Affiliate commissions from purchases made through these Amazon links.

Image by Marcus Berg of Unique Angles Photography

Everybody Writes: Tweet & Post

everybody writes

 

Ann Handley, author of Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content discusses practical tips for writing on Twitter and Facebook.  Using social media the right way can be very beneficial to your bed and breakfast brand.  Using social media the wrong way has the very real potential to damage your B&B’s reputation.

 

Writing For Twitter:

  • Establish who you are (how your bed and breakfast improves peoples lives)
  • Tell your bigger story (your passion for hospitality and hosting guests)
  • Share the why & who, not just the what (ex: what specific book are you reading and why–do not just tweet that you are reading)
  • Personalized, not too personal (there is a fine line between sharing yourself and sharing too much)
  • Be cautious with automation (also do real-time tweets)
  • Use Twitter to float ideas and see what gets nibbled (see what people are responding to)
  • Use a clear call to action (be obvious about how you want others to respond)
  • Use Bitly to shorten links (offers rich analytics and saves characters)
  • Tweets around 120 characters are optimal (most likely to be retweeted)
  • Share your history (ex: share pictures)
  • Tap into what people care about (ex: travel, food, relationships, etc.)
  • Convey your personality (ex: be you!)
  • Track and follow trending hashtags (what is trending and how can you join in the conversation?)
  • Do not use more than 2 or 3 hashtags in a single tweet (#otherwise #it #can #be #annoying)

Writing For Facebook:

  • Connect with existing communities of potential buyers
  • Target by niche, not by numbers (ex: those who have liked other bed and breakfasts)
  • Your brand’s online voice and tone are very important (be professional and friendly)
  • Post when your audience is online (makes sense to be online when they are!)
  • Posts with images get the greatest amount of engagement (always use images with permission)
  • Keep each Facebook post brief (ideal is 100-140 characters)

Bed and breakfasts can take advantage of using social media websites like Twitter and Facebook to spread the word about their luxurious accommodations.  Be careful to tweet and post pictures and information that is consistent with the image you want to portray about your bed and breakfast.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Responses

visual storytelling responses

Ekaterina Walter and Jessica Gioglio, authors of the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand remind us that anything can happen at a moment’s notice online. Companies need to identify common occurrences, both positive and negative.  It means looking for opportunities to create visual storytelling responses all around us.  Some strategies include:

 

  • Understand the most important factors that can influence sales and customer leads
  • Weather may be an important theme to craft content around
  • At key times of the year, companies can announce awards, rankings, events, speeches, partnerships, and make other announcements
  • Understand the most frequently asked service inquiries and comments, both positive and negative
  • Develop a robust content library to allow time for real-time opportunities
  • The best storytellers play off their audience responses to hit the message home
  • Extend the life of conversations and engagement as long as it is relevant
  • Look at the content fans are sharing each day

While on the topic of user generated content, there is a higher barrier to engagement if it is not natural for fans to share visual content.  Reward sharing behavior with a campaign, contest, and/or rewards.  Look for themes in the most common types of photos, videos, hashtags, and sentiment.

Choose a clear call to action such as a unique hashtag available across all social media channels.  Make full disclosure to customers how and where their photos and videos will be shared.  Highlight examples to show a range of creativity.  Give rewards and recognition by having an “image of the week” or randomly sending a thank you.

Customers can share their own content through videos shared on social networks like YouTube, Instagram, and the Vine.  Look at your content calendar to determine which video(s) will help tell your visual story in a way that other media cannot.  Think about your target audience, desired end goals, and what resources are available.  Evaluate the needs of your audience and show off your personality.  Mix up the content to a variety of different types and lengths of videos. Common videos include:

  • Announcements
  • Behind-the-scenes
  • Case studies
  • Celebrity partnerships
  • Community involvement
  • Company overview
  • Demos
  • Event highlights
  • FAQs
  • Goals
  • How-to
  • Live streams
  • Office tours
  • Parodies
  • Testimonials
  • Video blogs
  • Visual portfolios

Fan shared content as well as company made videos can show another side to a business. The key is to make the most of what customers are saying about you.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Facebook

visual storytelling Facebook

The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand is written by authors and social media experts Ekaterina Walter and Jessica Gioglio. They devote a whole section of their book to informing the reader about Facebook statistics and giving profitable strategies for businesses using Facebook.

With over 1 billion active users, Facebook allowed brands and organizations to set up public pages in 2007.  Text, image, and video posts can all be seamlessly integrated in a user-friendly design.  Businesses can encourage comments, likes, and shares from their followers.

Facebook Statistics:

  • Half of Facebook fans prefer the brand pages to company websites
  • Posts between 100-250 characters get about 60% more likes, comments, & shares
  • Post at least one to two times per week to stay top-of-mind and relevant
  • Pictures receive 120-180% more engagement from fans than text-based posts.
  • 200 million photos get uploaded to Facebook on an average day
  • 80% of social media users prefer to connect with brands through Facebook.
  • Facebook is available in more than 70 languages
  • Facebook accounts for 1 in every 7 minutes spent online
  • Facebook accounts for 3 of every 4 minutes on social networking websites
  • U.S. desktop users spend an average of about six hours every month on Facebook
  • U.S. mobile users spend an average of eleven hours every month on Facebook
  • 2.5 billion content shares a day on Facebook
  • 2.7 billion likes a day on Facebook
  • 15 million brand pages on Facebook

Facebook Strategies:

  • Create photos specifically to generate conversations
  • Ask fans to upload their own videos
  • Create campaigns specifically for Facebook fans
  • Photos and videos work really well
  • Great creative with your header photo by choosing something eye-catching and inspiring
  • Change the header photo now and then to keep it fresh
  • Offer creative visual contests to engage your fans in a sustainable way
  • Ask questions to spark engagement
  • Improve customer service by talking to fans, encouraging feedback, and sharing images
  • Encourage user-generated content
  • Followers relate more to brands
  • Fans feel like they are an active part of the product experience than a passive consumer

The authors recommend that businesses use Facebook in order to attract fans, build brand awareness, and increase customer loyalty.  The key is engaging in conversations with fans, sharing useful content, and posting pictures and videos (from the brand itself as well as from the fans). Facebook is a valuable social media platform with which businesses can tell their story and interact with their fans.

Visual storytelling can take place on Pinterest, YouTube, Facebook, Twitter, Instagram, Tumblr, and Slideshare.  We will look at more social media platforms as the Visual Storytelling series continues.