How to Eclipse the Competition Through Data & Social Storytelling Catlyn Origitano, PhD, Senior Content Marketing Manager

Travel’s Leading Performance Marketing Engine   With 350M traveler profiles and a powerful platform, Sojern helps you put more heads in beds, travelers in seats, and tourists in towns.

Why Social Media Matters

52% of people acknowledge that their friends’ photos inspire their travel plans. Social Times. “”Social Media and Travel Go Hand in Hand.”

44% of travelers are more likely to learn about a new travel brand on Twitter. Social Times. “”Social Media and Travel Go Hand in Hand.”

33% of those who use social media to research travel changed their original hotel selections when it comes to booking. Social Times. “”Social Media and Travel Go Hand in Hand.”

A social butterfly and great a social media strategy have a lot in common…

Focus your communication efforts TIP 1

Facebook Twitter Instagram Users 1.71B Active Users/Month Benefits Provides high-visibility on search engines Everyone is on it (and expects you to be) Reviews/information Users 320M Active Users/Month Benefits Fast-paced Hashtags (#) increase circulation/conversation Customer support Twitter Users 400M Unique Users/Month Benefits Exclusively photo/short video so great for ‘wanderlust’ Hashtags to follow/join conversations Instagram

Takeaway Think about what features you want to highlight, and pick social networks that speak to those.

Set goals for success TIP 2

Social Media Goals Increase Impressions Increase Engagement Add Followers Increase Homepage Visits How many times your posts were seen on a daily basis. How many times someone clicks, likes, comments, or shares your content. How many people follow you. How many times a social post brings a person directly to your website. Raises brand awareness. Improves customer service. Gives you insights into your audience. Drives travelers directly to your website/bookings.

Setting Your Goals Growth Hit a Target Matching Competition Increase impressions by X% Have X number of followers. Local competition does X, let’s match/beat them.

Be sure your goals are realistic. Takeaway Be sure your goals are realistic.

Know your audience TIP 3

Who’s your ideal audience? Top Origin Cities: Flight Search 1. New York City 2. San Francisco 3. Dallas 4. Chicago 5. Jackson 6. Washington, DC 7. Houston 8. Los Angeles 9. Austin 10. Charlotte

Who’s your ideal audience? Top Origin Cities: Hotel Search 1. Denver 2. Salt Lake City 3. San Francisco 4. Cheyenne 5. San Jose 6. Casper 7. New York City 8. Rock Springs 9. Billings 10. Laramie

For organic efforts, you can join social conversations. Takeaway For paid efforts, knowing your audience allows you to set better targeting parameters. For organic efforts, you can join social conversations.

Talk about things that matter TIP 4

Highlight Your Amenities

Connect With Others

For organic posts, connect with others and keep it relevant. Takeaway For organic posts, connect with others and keep it relevant. For paid, test and learn your way to knowing what copy/content/images drives engagement.

Be mobile friendly TIP 5

Takeaway Social media is an easy way to go mobile. A mobile presence is crucial for brands to stay top-of-mind. Be sure your content and website are mobile-friendly to create a friction-free experience.

TIP 6 Timing is key

Plan your ads for peak search times. Takeaway Plan your ads for peak search times.

You don’t have to socialize with everyone TIP 7

“A good guideline is to respond where the poster has asked a question, made a strong statement, pointed out a mistake you have made or has a request.” KAREN LELAND, STERLING MARKETING GROUP

Respond to negative reviews with grace and a three-pronged approach.

Time is of the essence—try to respond within 48 hours of a review. 1 Be respectful and do your best to listen in an open and positive manner. 2 Reach out—if possible, take action and address the guests complaint or concern. 3

Don’t go at it alone TIP 8

Use tools to make organic easier & third parties to drive paid.

Tips to Social Success 1. Focus your efforts 2. Set goals 3. Know your audience 4. Talk about things that matter 5. Be mobile friendly 6. Timing is key 7. You don’t have to socialize with everyone 8. Don’t go at it alone

linkedin.com/company/sojern facebook.com/SojernInc/ Follow Us! Follow Us! twitter.com/sojern linkedin.com/company/sojern facebook.com/SojernInc/

Thank You! Catlyn Origitano, PhD Senior Content Marketing Manager