A step by step guide for hoteliers on Facebook Offers. This presentation will guide you on how to set up, monitor and measure an ecommerce offer on Facebook Offers.

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

2. 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

3. 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

4. Facebook Offers
How to set up an offer

5. 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

6. 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 book
www.facebook.com/avvio

7. 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

8. 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

9. 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

10. 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

11. Promoting your offer

12. After you post your offer
Here are some tips to help you increase
audience engagement and maximise your
conversion 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 reports
www.facebook.com/avvio

13. 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

14. Google’s Social Analytics Report

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

16. 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

17. How to create a tracked link

18. 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 Offers
www.facebook.com/avvio

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

20. www.facebook.com/avvio