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

2. 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.

3. Why Social Media Matters

4. 52%
of people acknowledge that their friends’ photos inspire their travel plans.
Social Times. “”Social Media and Travel Go Hand in Hand.”

5. 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.”

6. 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.”

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

8. Focus your communication efforts
TIP 1

11. 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

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

13. Set goals for success
TIP 2

14. 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.

15. 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.

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

17. Know your audience
TIP 3

18. 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

19. 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

20. 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.

21. Talk about things that matter
TIP 4

22. Highlight Your Amenities

23. Connect With Others

24. 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.

25. Be mobile friendly
TIP 5

27. 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.

28. TIP 6
Timing is key

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

31. You don’t have to socialize with everyone
TIP 7

32. “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

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

34. 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

35. Don’t go at it alone
TIP 8

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

37. 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

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

39. Thank You!
Catlyn Origitano, PhD
Senior Content Marketing Manager