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Facebook Marketing for Hotels How to Guide: Facebook Offers Presented by Michelle Conaghan, Business Development Manager, Avviowww.facebook.com/avvio

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Facebook Offers Facebook’s Offers feature is a way to… “Bring people to your business with an offer they can claim and share with their friends. Offers require a budget to run. The amount you pay is based on how many people you want to Reach”.www.facebook.com/avvio

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It is good news for hotels because… • An ecommerce version is now available which will allow you bring people who claim your offer straight to your website to redeem it. • ‘Offers’ potential for organic reach is unrivalled, as once a user claims an offer, notification of this action* is posted to their newsfeed, they are also prompted to share the offer when they receive the offer details via email. This give you the opportunity to reach new fans and re-engage with old fans. • The first offer is free so choose your offer wisely • Subsequent offers are charged based on the amount of people you wish to reach (e.g. 3-5k people for €4.00-€8.00) • Offers can be set up in three different ways – in-house only (e.g. food and beverage or spa offers) – in-house and online (e.g. vouchers) – online only (e.g. accommodation based offers) *Facebook users can choose what others see in their newsfeed by customising their preferences.www.facebook.com/avvio

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Facebook OffersHow to set up an offer

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How to set up an offer 1. To set up your first offer, click the offer icon on your status update menu. 2. Then choose which type of offer you would like to run. In this example we are going to set up an accommodation based offer which is only available to redeem online.www.facebook.com/avvio

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How to set up an offer 3. ‘Online only’ offers require a website address or direct url* to allow customers redeem the offer via the web. See slide no.18 if you would like to add Google analytics tracking to your offer. 4. You also have the option of adding an additional promo code**. *Direct booking url This is a direct link to the offer on your booking engine. This will bring customers directly to the offer stated, provide availability and encourage them to book. **Website address + promo code This is advised in the case where you would like to bring the customer to your website and provide them with a promo code to bookwww.facebook.com/avvio

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How to set up an offer 5. Create an attractive offer and use your word count wisely (90 characters). Include the price were appropriate. 6. Add a square thumbnail image to make the offer more attractive (90 x 90 pixels). Make sure the image enhance the offer. 7. Terms and conditions should be short and to the point (max 900 characters). Use this area to highlight any additional unique selling points of your offer or the property in general but don’t go overboard. 8. Consider what quantity of the offer you wish to make available (unlimited, 1000, 100, etc). 9. Set an expiry date for your offer.www.facebook.com/avvio

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How to set up an offer 10. Once you have written your description, added your image, expiry date, terms and conditions and the number of offers available you can preview the finished product. A preview of the offer is automatically sent to the email address associated with your page and a version which includes the offer title, expiry and link is also displayed on your page (see example below. The offer will only go live once you set a budget.www.facebook.com/avvio

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How to set up an offer 11. The email you receive is an example of what your customer will see once they have claimed your offer. Please study your preview email carefully before you move to the next stage.www.facebook.com/avvio

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How to set up an offer 12. Facebook automatically provide you with an ad coupon worth €8 to enable you run your first offer for free. 13. The next time you run an offer you will need to set a budget to promote it. If you have never used the Facebook ad platform before, you will have to add a credit card to your account.www.facebook.com/avvio

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Promoting your offer

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After you post your offerHere are some tips to help you increaseaudience engagement and maximise yourconversion on the offer• Pin the offer to the top of your page• Monitor the number of claims• Respond to comments and engage with new fans• Encourage sharing• Add content to support the offer e.g. mention upcoming events or festivals.• Check the reach of the offer by checking the information provided under the promoted post section.• Assess the conversion rate and value of the offer via your analytics and social reports**See slide 15 on Google Analytics social reportswww.facebook.com/avvio

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About promoted posts Facebook rolled out their Promoted Post feature at the end of May, allowing page owners to pay to push content to a broader audience than normal. Most brand page owners don’t realise that only a small percentage (16% on average) of your fans are seeing content appear in their news feeds. Key points to note about promoted posts  Very effective at increasing the reach of your message or offer.  Both promoted posts and offers are visible on mobile devices.  The ‘reach’ price will increase as your page’s fan count grows  This form of advertising can be used as a strategy to re- engage people, grow the number of qualified fans and amplify key messages, offers or competition posts Tip: The best time to promote a post is within the first 15 minutes. If one of your posts gets a number of likes within that timeframe promote it.www.facebook.com/avvio

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Google’s Social Analytics Report

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Google Analytics – Social Reports Access your Google Analytics account -> Traffic sources -> Social -> Overview -> Conversionswww.facebook.com/avvio

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Google Analytics – Social Reports Social media conversion tracking via Google Analytics • Ecommerce enabled sites can track the effect their social media activity has on conversions via Google Analytic’s new social analytics report. • Social reports track over 400 social sites including Facebook, Twitter, Linkedin, YouTube and Pinterest. • The report details the number of social referrals to your site. These visits are as a result of a social interaction which refers the visitor to your website. • If a referral from a social source does not immediately generate a conversion, but the visitor returns later and converts, the referral is included in Assisted Social Conversions. • Referrals that generate conversions immediately are labelled as Last Interaction Social Conversions in the graph. • Looking at both assisted and last interaction conversions is essential to understanding the role that Social plays in business outcomes.www.facebook.com/avvio

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How to create a tracked link

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Tracking links • Type ‘Google url builder into the Google search engine • URL builder gives you the ability to track the performance of any campaign through to booking • Follow the steps to generated a tracked url for your Facebook offers. • Step 1 enter your website address • Step 2 enter your source, medium and give the campaign a name • Step 3 click generate url and use this link when entering the url for your Facebook Offerswww.facebook.com/avvio

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Join the conversationwww.facebook.com/avviowww.twitter.com/avviotweetswww.linkedin.com/groups?about=&gid=3383791https://plus.google.com/112277724145950763291www.avvio.com/news-and-events.html

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www.facebook.com/avvio