Tourism businesses - Enhancing your social media
Good afternoon and welcome to this sixth in a series of webinars delivered by VisitScotland in conjunction with business gateway's digital boost program and the part of a recovery package of webinars aimed at supporting tourism businesses as they look to reopen when feasible today we'll be looking at the subject of enhancing your social media and what you do in social media platforms and I’m delighted to see it we're joined by Steven Whitelaw from uh targeting innovation hello Stephen good morning good afternoon just a quick reminder before we begin all attendees you're all in uh microphone webcam off mode and which means that you can't ask verbal questions but you can ask written questions and if you look at your control go to webinar control panel you'll see a little questions option and you can post any questions to Stephen or I during the presentation in that little box and we'll see them and we'll have 50 minutes at the end you know there abouts to answer any questions that you pose to us we'll also be distributing a link uh to the a pdf version of steven's presentation at the end of the webinar um as well as asking for your feedback via a link to a feedback page on business gateway's website and we'll send that I’ll send that out later on via the messaging function and go to webinar and so as I say any queries about enhancing your social media profiles or general questions related to social media please ask them via the questions tab and go to webinar control panel and we'll spend 10 to 15 minutes at the end going over those questions another quick background little screenshot here of the digital boost home page digital brewis program delivers free services including render that includes up to 21 hours of one to one specialist digital support and that's subject to your application being authorized by a business gateway advice advisor and you can apply either online or by calling your local business gateway office the contacts are on the website begateway.com digital boost as you see at the bottom of the screen there and all the webinars at the moment and workshops are online just book your place on the website and uh online guides to 21 digital topics and video tutorials to further nine digital topics can also be found on that b gateway dot com slash digital boost website so without further ado I’ll now pass things over to Stephen Whitelaw who's here representing targeting innovation today and he's going to lead to today's session so Stephen I’ll just make sure that I’m sharing allowing you to share your screen I’ll pass things over to you there we go that should be you know and I’ll switch straight come off and you will come off as well take it away good thank you very much Andrew that's wonderful and thank you for ending this afternoon lots of material to get through and this is a kind of overview of what we're going to try and achieve first of all we're going to look at um online digital landscape and then onto content marketing and then we're going to go through in a bit of detail the various platforms we've got some live demos as well and some videos to show we'll look at Facebook twitter Instagram Pinterest snapchat YouTube and tick tock time and we'll talk about social media marketing although tomorrow there's another webinar Andrew talk about at the end you'll give you all the webinars coming up and there's a bit more detail about um reputation but we will look at social media margin and of course measuring things I think just before we start it would be a good idea to take a poll I’m just going to take a poll and a couple of polls here and we'll be able to see the results immediately I hope you're all able to vote so I’m going to pass you over to just now just before we start Thanks, here's the first of the polls for today you can tick all the options that apply to your business which of the following social media platforms do you currently use for your business pick all those applied I hope everybody's seen that I’m not seeing that now again obviously not voting so give you now a few seconds to vote okay do you see those responses did you see sort of the results Stephen I don't unfortunately know I’m not able to see them that's okay we've got them 96 of the businesses that are attending use Facebook, 81 use Instagram, 53 use twitter, 14 use Pinterest and 30 use YouTube what was the percentage on Pinterest was 14 okay and then the second series of questions same question as last time oops sorry I’ve done the wrong poll there close that. Stephen I think that's us done the other poll doesn't seem to be oh that's okay less important platforms I think yeah yeah sorry it doesn't seem to be working properly so that's okay I guess I’ve got control back again so thank you um as I unfortunately see the figures but surprise Facebook is the most important one that's not unexpected followed by Instagram again the second largest social media platform in the world um twitter slightly over half of you using twitter in business and Pinterest was rather low so just a kind of overview we'll come back to these because we're going to look at the platforms this is the reason that today's statistics of where we are the seven point seven point nine billion people just now and quite excitingly more than half of them are online so a big addressable market they're not obviously all travellers and truth but they all have access to the internet and the web they're online trading online living and so it's a very big market and the next billion to come online are very interesting a lot of them are unbanked and they have addresses and different mark all the technologies there to cope with that and people are spending voluminous amounts of time online so this is the average amount that human being spends online daily in country of the Philippines is about nine hours these statistics come from we are social you might want to download that pdf it's a free pdf with all the latest trends and latest stuff on digital ecommerce social um very interesting stats so just taking screenshots from there um but again the average person spending most of their living day online and this is a reasonable up-to-date start again but this has been down dramatically obviously because of provide I think this was at 1.3 trillion last year was the figure so it's pretty much half and it but it's still the second largest stand on the internet just knows travel tourism travel accommodation and those attractions is still half but it was at one point and 1.2 and so it's just behind fashion and beauty but people are buying everything on and people said well people will never buy this online they'll never buy people everything products services can be consumed online and the figure is even growing I want to talk just before I go into the e-commerce about journey visitor here is kind of the visitor I said in the tourists but also the visitor to your website so the horrible word traffic but people find your website normally through google it's a big search engine and it's number one in every country in the world except china and Russia and south Korea but it's um I do Yandex and Navarre but apart from that Google’s number one countries they get discovered the discovery is very important in life there is two other webinars coming up dedicated to discovery that Janine’s doing so looking forward to them hopefully very useful because um if you're not found you don't have a business you don't have reservations you need to be found discovery is everything and then you need to be remembered but so generally we're talking about organic search natural search seo of course you can buy attention nothing wrong with that as long as you're measuring it but somebody's found your website found your presence online and this is non-linear it's the kind of funny curve and this is the conversion someone becoming a customer paying for something or arriving at your attraction but who knows become a customer they typically pay for things so that might be an hour a week a month three months so they just discovered your website they don't just suddenly book up and buy they will probably good idea to get them to subscribe to your YouTube channel like you and Facebook interact with you socially you will definitely look for validation testimonials reviews um absolutely definitely you cannot avoid that just johnny from Essex flights we know you made it up it has to be some sort of independent review system almost certainly triple advisor will talk more and more about reputation and reviews and then again there may be weeks away from converting so a good idea to keep in touch with them maybe getting to sign up for a newsletter or something and then hopefully they become a customer so that's the kind of journey that people come on so the key takeaways is non-linear and it isn't instant after discovery it hasn't instantly become customers you've probably seen this before it's a graphic from HubSpot at the top is visitors to your website traffic and hopefully they're human sometimes it's bought and they've got there because well you've got good seo you've got a blog on some social media they found you but the truth is 90 of people that come to your website don't do what you want them to do hopefully you know what you want them to do the golden path through your website but they don't do that and even people that put things in baskets and carts and you know they're intending and breaking tanning and buying they abandoned you know 60 70 people abandoned even though they've they put something like that there's lots of abandonment reasons but um you know so at the bottom this is your spreadsheet your database your CRM these are customers and you can see at the top it's the traditional sales funnel and um that's just the way things are but you need to run software abandonment software if they arrive at a page a landing page it better be a beautiful page you've got to be fast a bit of a call to action you know that'll be nice because people expect gorgeous on the website just by going to the platforms it's a good idea to have a plan a strategy you know what are you trying to achieve what you're doing here and who are the audience and we'll talk about that quite in quite depth who are your customers and where are they online who are my customers where do they engage with them these are three questions and you're creating content for that can you sustain that because if it's a video content you know that's taking you days to produce this little video clip you're gonna be able to produce that every week or every month you have the energy and the time and the resources to do it and of course you may have a wider marketing strategy if you're a large organization you may have you know plans for tv or radio news offline perhaps and merge the two and of course in measuring things so a lot of people say what platform should I use there's so many hundreds literally but you know there's five or six or seven and the ones Andrew went through in the polls are the main ones the Facebook the Instagram the YouTube the Pinterest twitter and google my business is important social media platforms there's no interaction with the likes comment shares but again defining what you're trying to achieve the goals is very important and remember it's not your website it's for your customers and the platforms are for your customers you really need to do the personal analysis which we're going to come on to find out who they are and where they hang out but finding where your audience are is non-trivial and it might require a bit of research but the research could be um look at a competitive site for example or ask for some of your existing customers what platforms use you know telephone calls survey monkey quite basic stuff there is a couple of sites and there's one I’m trying to get the chat called social animal and buzz sumo as well but social animal will tell you what content trending so if you're a museum and you think what should we be in Pinterest should we be on tick tock well you can find out if you type in museum to social animal you'll find out uh other music content from other museums and you find they're all using whatever they're using Pinterest or tech talk or you know YouTube or they're not using video so that that's one way to find out there's another site called influence dot you can find influencers bloggers and things and you can also find out what your competitors are spending money on so I think I may have this on a screen here so hopefully this is going to work built into Facebook something called the ad library so if you go to facebook.com
library and there's the British museum let's see what they're spending that's what they're buying attention now obviously because of the coronavirus nobody's no hotel is open that the world has changed and hopefully it will come back as soon as possible but I’ve typed into Facebook ads public information interface that I can find they're buying attention what platforms Facebook and Instagram and it's obviously this museum that like the national museums it's a free museum to enter but exhibitions they're promoting exhibitions so here maybe we should be doing that maybe we should be in Facebook yes instead of the two platforms that they're on and I can find out how much they're spending once a month and they're successful so it's quite a useful piece of yes its competitor research but if you're you know wondering what platforms your competitors do what ones you should use and but you need to be able to resource this and we'll talk about content plan as well so it's a good idea to have a content calendar VisitScotland is an amazing website more you look at more you realize the amount of information in there a crazy amount of information I’m talking here about personas so customers spend money they stay with you they visit and influencers influence them so it might be that the teenagers you know you're not on all these young platforms but the teenagers who can influence where the parents come traveling are on other platforms so it's not just the customers are critically motivated but the business model has broken them down and they've just thrown three categories here customer groups adventure seekers furious travellers tells you how many there are what each group they are what they're looking for fun loving culturalists taking out relaxing holidays but not into and it's food and drink they'll enjoy food and drink from cultural stuff you say well we're a cultural place maybe we should have a cafe as well so and this is basically durian personas that's what it looks like you will have lots of different customers at the moment there's none and that's tragic but they will come back and it may be staycation initially and it may be you know a local and eventually I’m coming back all the international truths but you start close your eyes in a dark room and we've got three types of twos just pretend was lady Ella young girl nick he's quite different and Jennifer she's different he says I want to travel to this nation and discover what I do once I’m there of course that's been so random but lots of people do that in destination and that's why things like google my business and local search is so important you know there's restaurants near me they haven't planned it whereas Jennifer she's a busy mother and wife but she wants a detailed vacation a plan right and it's to a budget as well she's got a family she wants to know she can take photos she wants it all organized before there's nothing wrong with that that's very common but you have to know or my customers more like nick or the more like Jennifer or is it just brand you know you will have different custom you might have you know cruise tourists stick around for a half an hour or something from a cruise ship but you need to know that so this is just about fun and I’m going to do an interaction here but just as an example so and a profiling if you like so here's johnny walker so who would if you look at their social media platform all of their messaging is women buy the product but it's all quite male oriented and is it all young teenagers nope but yes 1890 knows buy that product it's older then they're targeting with the messaging so you might say well who are they males over 50 they probably play golf loyal guests and they probably read the magazine bunkered well bunkers on Facebook and twitter and Pinterest and Instagram and YouTube maybe we should be following him you know that platform maybe we should be following you know bunkered because that's for my customers that's the touchpoint that's for the influence that's what these guys are influenced and if you imagine this one it's certainly again anybody as long as you're not a minor can consume this product but it's for young people they're not interested in golf they don't drive interesting fashion and they're hanging at very different places and music and everything and this one is the customer is the mom she's paying for this but the influence is the kids but the ingredients it says one apple two bananas and no bears and the kids can mummy there's no beers the kids are the influencer there um here's four I guess you know travel accommodation providers citizens premier India they're very different and they know who their customers are I watch what's in his name in the early days and they anybody can stay there he'll invite anybody if you pay the money you can stay there but they know who they want to attract same with premiere in the premiere and does it have a golf course if you go to the website the front page you actually buy the bed right they're all obsessed it actually says if you didn't have the best night's sleep of your life there's no charge but well and I remember years ago I was checking out London and the lady in front of me said it was quite sleep sir and she said madam there's no charge and she walked off and I was next in line I was going to do that yeah me too but I don't know I just paid my 25 pounds I think it's a bit more expensive so you need to know we figured out who our customers are where they hang out and how you engage with them once you've figured that out who your customers are and it sounds even more odd you need to tell people hello that might be through social media advertising but by the way you're one of our customers because they don't know you profile them they don't know so here's set as an m kind of odd and it's not for everybody's name collection of luxury affordable luxury for the people sounds wonderful by the people we mean this is them explaining who they want their customers to be those who cross contents levels for example this includes actually literally spelling out the weekenders the suits Megadeth they have the explorers the adventure of the dreamers those cheers they've actually said on the home page of citizens website you want to have an affair come to our hotel that's what it says because it's auto checking I didn't realize that nobody knows that your customers you have to reach out and tell them they may not be as blatant as that and then advertising and posting social media but once you figure out who they are so there's I can't check your homework it's not like school I suppose a good model of you'll be coming back I do want you to google customer persona download there's just so much videos and everything on it and just you've been in business for a thousand years that's fine and it's still worth doing but you've just started still working I want to talk about content we live in a very beautiful country there's no reason not to share amazing beautiful contents I mean they've got the right to share it and because it's got a huge library of creative commons and copyleft and free stuff and you can search one thing and google for creative commons which is free as well this is a famous google slide from a very old tonight but it's still valid and how the different social media platforms and when people were dreaming of going somewhere that's in their brain you don't know they're dreaming as a business you don't know there's someone in San Francisco dreaming of coming to Scotland and you do know because they dream in um in Pinterest they put boards up and they're opening up the boards there's collaborative curation and you can join in you can say hey we've got lots of golf courses you should come here we've got whale watching or whatever it is tell them where are you know they don't know there's no idea what anything is so dreaming you can do it I call it intervention right lost your sound a few minutes folks and we'll try and get Stephen back We lost you just after your intervention okay yeah okay well social media apologies about that sorry thanks for letting me know um yeah the social media is done through everything after you've booked it says you want to tell your friends on Facebook and share it when you're in destination of course there's no concept of coming home to share the kodak stats you're telling people you're in this cafe and you're in this museum and you're in this destination so the sharing is all the way through on the social media platforms the different content at different times in the journey sharing so you know people who've already been to your destination have been to your best attraction you know it's different content that you're going to try and share with them maybe not such inspirational content they know they're aware of a brand away so you may be doing different content for them some people say a picture is worth a thousand words thank goodness but infographics which are just graphics with data on them I can send you a spreadsheet but you're not even going to open it the infographics are amazing and there's so many free infographics Pinterest is an infographics wonderland if you want infographics to share and on Pinterest you can read no copyright issues there the prime and copyright isn't viewing or possessing it's copying and if you're re-tweeting or you're re-pinning you're not copying you're just sharing something that's there so um infographics there's lots of research done one big long thin ones much more much more likes comments shares and interactions than other ones and I was quite sad actually counted all the words so there's a thousand words here even if you're at home and you're really bored you won't count it but it doesn't matter where you come from it doesn't matter what language you speak you know that that's this little mallard coin taking his first jumper you know it's just you know you're all clever people you're in businesses if you look inside your brains lots of data most of its come through the visual cortex the visual imagery is critically important so it's not google doesn't see it as such or any images that you're sharing your website should be tagged you know alt tagged for visual impairment and things especially if people can't see them but and don't have little blurry horrible images on your website one wants to stay there or visit they're just beautifully high quality images I think in the seo webinar they'll probably talk about trade-off on your website you're okay on social media to put big high-res images but so on your website you have to be careful there is a trade-off with the size of an image you don't want five megabyte images on a website and you have to be very careful if you have created some content on a platform a social media platform it goes viral whatever that means it's very successful it gets lots of engagement and you think gosh that was wonderful I’d like to get more bangs on books I want to share that I want to just spread it about it so successful what do I do well say for example it was um something you posted and it was really successful you could say it was a blog on your website even it doesn't matter what it is but you want to repurpose that content it's called you could put it into um put it into a mail shot and then use letter google you can't just latch it all over your website and post it on LinkedIn because google sees duplicate content and it gets upset google hates duplicate content so what you can do chuck it in the newsletter if you're doing a newsletter once a month you send out you can put that award winning content which is just verbatim because google can't see inside your emails or a case study somewhere google can't see that or maybe a podcast on iTunes or podcasting so popular now or maybe just read it out read out the content on a vlog a video blog on YouTube google won't you see it as duplicate content if you translate the content using native translation um google will not punish you for that it knows it says I know it's duplicate content but you know what I’m not going to punish you for translating that to French so don't worry about you know will is duplicate content punishable for language translation it's not it said earlier on it's a good idea to have a marketing calendar because it doesn't have to be strict but at least you know what's coming up and what's happening and in in the chat there is a marketing challenge and you should be able to download that just now if you wanted it's a sample marketing camera and under handouts in the in the go to webinar control panel there's dashboards and polls and questions and there's a little one called handouts you should be able to see that it kind of looks like this it's a sample content calendar so just to give you an idea just you know this is a very very basic one it's just the days of the week and the month they're here January the first well that's new year we're gonna do a new year I don't know but we're going to do a website entry or do a blog entry collected and uh what's next what was burning tonight I think Chinese new year's lunar kind of floats around but this year you know the deep fun tonight is the 25th and we're going to do a Facebook post and I tweet just as an idea and uh valentine's day that's important midterm break may be important for staycation local people um Patrick’s days in two days’ time so hopefully you've got some content ready for that that's in the 17 so it's pretty soon and if you didn't know that and maybe it's not important season Patrick’s day maybe it's not maybe it is but even if it isn't just happy St Patrick’s day you know that's enough or you might want to run a competition or something a contest so it's really important to have a calendar just as a guide you don't have to stick to it but sometimes if your tongue tied you don't know what to say and you're not sure um so you should be able to download that little calendar there it's in the in the control panel and google trends is an amazing tool this tool it's probably worth anyway it's probably the most powerful tool that google have ever unleashed on all of us it essentially allows you to search what other people are searching for it's like gosh so voyeurism yeah maybe I’ve typed in whiskey I’ve done three such spellings the British Irish you know and you can see here there's a spike every Christmas probably consumption or people buying maybe it's gifts it doesn't say it just as people type this in so if I went to google trends just now did a quick demo here I could type in the really powerful thing about this is where is the demand for what I do where is where are people searching for high tips and holidays in Scotland because I’ve got a little breakfast or in our accommodations somewhere holidays in Scotland what country are people so this is I’ve done USA just let's do worldwide not the last 12 months said just the last five years for the last year and you'll see down sometimes it's not working so forget saint Helena just pretend that doesn't it's a mistake but UK is the number one country where people type holidays in Scotland in the world I drill and it will tell me where um again it's a bit slow but it's actually as Scotland it's staycations it's really local whether it is their Scotland and I could say where it's probably population centres not quite central but almost it's you know it's kind of expected where that's where people in google are typing in holidays in Scotland and so UK is the number one full bandwidth that's expected but actually America’s number four five according to update so this data is rubbish actually this state is perfect so who's wrong nobody's wrong so who do the Americans they come in their droves America is a different country with different people a different language and they certainly don't come in holidays they come on vacations if I put vacation in there you would see America’s probably the only country in the world let's just see if that works so I’ve asked the wrong question and the French by the way they are they're French people not the you know the expats the French go to google.fr and they type French so vacations wow they do come in that's the only country that would appear in the world that use that so make sure you're asking the right question in google trends you can go horribly wrong by asking the wrong question but it's an immensely powerful tool where is there seasonality and where is the demand you know you know it'll be different in different countries and also do keyword research there as well this is another wonderful tool called answer the public and essentially somebody's analysed every question written of google I’ve got a little gin distillery we've got a little tour and we've got a little shop we're a small business attraction so I should be blogging and as you'll find out in seo attend the seo webinar the big thing is blogging is where seo is content fresh relevant that's it there's loads of other geeky stuff but that's the killer so um this is all the questions ever asked of gin can you freeze gin but if you're a distillery people are asking can you freeze gin if you write a blog called can you freeze you'll be fine okay that's that simple on your website or share that content on social it's really important there's another one called and Socrates answers Socrates answers that's also another site amazing site um it talks about that so choosing a social media platform so just obviously you all voted that you're using Facebook and by using Facebook so it's not the ones that you like I love tick tock none of your customers on tick tock what are you doing I said I love it's really good it's not nothing to do with YouTube business so but of all the platforms you probably don't have to say are any of my customers on Facebook because it's so massive and so big and so huge and two-point whatever it is billionaire active users it's the largest there's many parts on the world bar none that some of your customers are here so you don't really have to ask that question it is the other number one social media platform in the world um and it's although if you're targeting young teenagers and but probably not customers they're probably influencers in Facebook if you're producing content on Facebook for the kids that are going to come along on a family holiday they're not on Facebook they abandoned Facebook on mass 24 months ago never to return they're on Instagram and snapchat and we'll talk about that so it's that's the influence of the customers are there and pretty much every country in the world that's Facebook and with the exception of china where it's blocked if you're looking at inbound Chinese you have to use another platform and if you can see here there's something that's almost maybe not quite as extreme as this but on your website if you look at your google analytics most people will be consuming your website on tablets and tablets and mobiles so here's you know wow 90 it's almost everybody is on a mobile platform on Facebook that's important for your website but it's responsive and looks nice and people aren't pinching so I still it's much rarer now but still on my travels with travel companies still see people using businesses under profiles and one person I asked us for the guest company fifty employees I said it's actually against the terms of service oh we don't mind we want to control who likes our who likes our page because it's not page as a profile you can't get analytics it's just a disaster so whatever if you're doing this just please don't do it just you don't need to control who likes your page you use a page not a profile pages manager was a great product and if you imagine multiple pages it's been replaced by the Facebook suite so if you're managing a Facebook page or managing multiple Facebook pages this is platform to use just makes life easier and through the advertising as well got a little video for you here Facebook shops hopefully this works hopefully the sound works we don't lose this there's no sound in these videos so they're silent you can see here this is a Facebook shop somebody's going to buy something adding it to the bag or cart proceeding to check out placing an order thanks for your order so everything done inside Facebook quite interesting so um so it's ecommerce and Facebook shops and obviously Instagram shops up to the game recently massively so you can sell on Facebook physical products digital products you can sell services they've integrated with shopify e-commerce commerce WooCommerce um and many others so a stunning platform they're also planning on rolling out to messenger and WhatsApp so Mark Zuckerberg from Facebook owns Facebook Instagram WhatsApp messenger a whole bunch of other things but so they're going to do ecommerce and mason jar on WhatsApp as well and I’m quite excited I’ve not really seen any good examples of it but real time shopping which is just mind blowing and so Instagram live and Facebook live shopping in there so think unci if you like um so um also fakebook’s gonna be using artificial intelligence so photos if someone takes a photo of your destination or something and somebody sees that it can be tagged and then they can buy products as well so they'll be tagged it's very very powerful unlike the old Facebook shops I don't know if anyone uses Facebook live I said you'll be able to sell one here soon but it is still there it's still massive there's a lot of abuse on Facebook it's very hard to ignore you know you've got a beautiful golf course you want to show people around people love to see behind the scenes so if you're going to do Facebook live my advice is broadcast to itself change it to only me on Facebook like enjoy the post even it looks like it looks lovely and then send it to public but plan what you're going to talk about you know why are you doing this what's the well you know call to action we're going to talk about the restaurant and the new seafood we've got and then a call to action we'll see you again next one for next week at 3pm gmt and know what you're going to do I mean it might be on a desktop outside and you don't actually have to test internet speed anymore Facebook does that for you just say forget going live you don't have a bandwidth and and tell people oh we're going live your followers get a little message saying Fred’s going live at the museum he's live and off you go but before you do it yourself first and you go oh my goodness the lighting's terrible or the sound is terrible or I look terrible for you um if you're very serious about Facebook live there's third-party tools you can buy I believe there's three versions of them but these two cost money this particular one um called lively it basically tells everybody in the world that you're going live Facebook just tells your followers but this this will say tell people in a group would be a travel group or SMS people text all your fault you know it's pretty massive even outside um outside of um Facebook you know tweet about all your twitter followers so if you're very serious about Facebook live and you're doing a big broadcast and definitely worth doing there's another tool called be live which is great for split screen and interview modes and the sort of thing interview mode is very good but you can actually do that without it but it makes it so much nicer like a little talk show and Facebook competitions Americans call competitions and contests so if you google sorry if you look inside Facebook or google and ask for help on Facebook competition rules there isn't any this contest you have to use contest but here's a quick summary of the rules because I’ve seen so many travel companies go wrong you basically in summary you can you can ask somebody to like write something you can't ask them to share that's a high level something there's more subtle things about copying it but it's fine to say would you like Michael’s like but not to share it with all your friends so here's some a couple of examples sign shirt simply like this supposed to enter nice like that it is a beautiful look at the hot tub while reviews to die for the great free competition our five-bedroom German all you have to do is like our page and share this post so that's legal that's illegal they've asked you to share a post now technically Facebook can strike you off you've broken the terms of service but I’ve seen huge organizations asking you to like and share so just be careful and you can get warnings some of them are now doing strikes and you're out the twitter are doing that as well for abuse I talked about earlier you know your platforms but measuring things is critical and all of the platforms have managed measurement tools you know twitter's got analytics it's something good unfortunately there's follower one he's a great product and um but Facebook has got superb insights there's not really any third party ones you need to do some people ask questions not just on Facebook and so how often you post there's no answers to all of this it's different for everybody but if you do have a content plan it might help and if you go into Facebook insights it actually tells you when your customers are online most of my customers are women and you won't actually know they're not the men oh this is your business you should know well most are probably young teenagers no they're all middle-aged these are the people that liked your age and they're all on from looks like it's middle of the day or 6 p.m. I don't know but it'll be different for obvious if you go into insight it tells you what are your customers are the males the females who've liked your page and when they're online and it's probably a good idea to post things when most of them are online not necessarily you can post when they're not online but less chance of people seeing your so how often you should you post again there's no answers go into insights and Facebook insights and obviously you've got a content plan so you're going to post about something if you try and post for every single event in the world it's just it's just nonsense you're just going to lose relevance should you deal different content for different channels well in a dream world yes you know you've got a massive marketing department and thousands of people fantastic he's doing Pinterest that you don't so the reality is you have to say Facebook these are the three platforms my customers are on the ones that I’m going to be obviously twitter's quite a different platform for Facebook and YouTube is you know very visual video platform and twitter's very texting in general obviously you can attach content um but if you look at says here YouTube right and Facebook most videos are watched in silence you know that's why you see even the BBC websites captions most people are working in call centres or have dinner with their family you know they're not they're just watching videos over 80 of all videos certainly on Facebook and watching in silence and the captions are on by default so it's really important that you um you add captions this is the founder of um I think he's a bit older looking now of um on Facebook and he found it was norm so this is kind of bad news this sentence for you he's basically saying that oh I’m going to fix Facebook it's a bit of a mess forget you know federal trade commissioner I’m going to fix everything and you're going to see more of the things you love you know like cats jumping off wardrobes and cousins and friends that's what Facebook is all about friends not businesses all these businesses trying to sell you stuff do you think yeah you're all businesses this is really bad news for you so this externally was called edge rank right and it's very difficult to get round edge right so hang on I used to have if I’ve got 100 friends on Facebook and I’d say who wants to go for a curry tonight they all see it under the old wall the timeline I’ve grown up I’ve now got a business I’ve never got 10 000 followers fans on my business and of course we're doing a special Easter offer kids go free or something come to our attraction uh who sees it 50 people what are they all good about the old holiday or asleep no they were all online every one of them and they only showed it to 50 so what they're doing they're running a thing called a track you absolutely have to understand this because it's now Facebook zero it's heading to zero natural engagement now what he's saying is press boost and yeah that's fine another four thousand people might see it for four pounds it's cheap but you have to measure that you're pressing that ten times a day so one way around it well he's saying press boost that's one way around it the other is a difficult one and easy for me to sit here and say create remarkable content amazing content and that does help because more people see it and Facebook groups are kind of immune to this so if there's a Facebook group called you know travel lovers in Scotland or something or you know castles in Scotland and Europe castle then and there's 26 000 members if you post something 26 000 people who are interested in castles and Scotland will see that they all see it in their feed it's not filtered there's no filtering running there so groups are certainly are currently our way around it I mentioned measuring stuff so insights Facebook insights has got metrics but be careful not just to go for the high level matrix drill down don't just oh yeah this million people watch video gosh better tell the board a million people great you know who are they million people might be bots are they all from new Zealand and they don't come who are these people they need to know so in I remember in YouTube I used to have a YouTube channel and um I used to post content and it was about public key cryptography boring math and the number of views of my you know video was one none one two three none one and that was the average number of views and then once I did something backwards back it's a long story one of the videos over three million views that I thought was famous and rich and it's like a high-level vanity metric so I went into the YouTube analytics and there were real people and they were all over the world I knew it was going to be rich and famous nonsense it was a half hour video how delusional remember human attention span turn of the century 12 seconds this was a 30 minute video of me rabbiting on about mathematics and I looked at one of the metrics much more important than oh we've got a million likes and we've got a million shares all this nonsense it's called retention I didn't really know what that meant at the time but the curve just dropped off after five seconds of watching my video ninety-nine percent of those three million people have abandoned they looked I’m sure and after 10 seconds there was about four people there only two people got to watch at the end and I was one of them and I didn't watch out and my mother I think my mother actually watched it maybe nobody actually watched the video to conclusion so if you if you're reporting metrics you know kips just try not to go for vanity metrics like google analytics so a number of views I know things have changed that used to be you know bounce rate engagement but you know you need to look at every page and not just an average there's maybe a hundred people in this webinar just know or more and if a three-month-old baby came on the average age is probably 12. there's nobody who's 12 on this webinar they're all like adults but that's the average age so averages just be careful about measuring things tend to be nonsense if you get big on Facebook this is important if you start to decide to say you know what we're going to create a Facebook page for our French visitors because a lot of French visitors and a local one for the UK that's fine because you know over half our visitors hope the next year the French will come back and this will get a French page and these are called um global pages the problem with just creating different pages is say you end up with 10 pages you'll have 10 sets of Facebook analytics Facebook insights imagine logging in 10 pages someone might say what's the total and you're like well give me an hour and hotel you have to add them all up my calculator whereas if you use global pages this switch region doesn't appear it's just automatic something comes from the middle east range you know and more importantly um one set of analytics so that makes a lot of sense if you're going to create lots of Facebook pages you end up with more than about more than two you go with go with global pages it just makes life a lot easier and this was the in the poll that Andrew did first thing was this was the second highest number that you went for and it is the second most popular social media platform in the world also owned by mark Zuckerberg so most people are consuming this platform on tablets in fact mobile's essential you can go get all sorts of www.instagram.com to fake it make it look real but it's not so over a billion active
view an active user somebody logs on essentially nobody logs out Facebook and they love that they know what you're up to if you look at Instagram originally Instagram was just 12 13 45 it was teenagers and if you look it's pretty much everybody's on Instagram now of all ages and the fastest growing populations this one over here the 50 60 year olds but no one's really looking at pictures anymore or videos they look at them and they're nice a little story and a couple hashtags that's fine it's the stories they're looking at the stories unfortunately last 24 hours so you have to save them in highlights at the top and that was that section there in the previous slides books there these are stories saved in highlights the most common mistake I see in travel businesses amazing stuff but they haven't bothered doing this you put everything in here in competitions anything so what was in the stories about events contests competitions what we're up to behind the scenes people love all look inside so you're just taking people into your brand so Instagram’s evolved it was just pictures and they added data discovery videos those pictures and videos you can slam together and there's now four more e-commerce in Facebook as well this was a hotel that decided to call itself the Instagram Hotel in Australia it was a bit of a disaster and it was fine they were on Instagram but they took it extreme and what they did was they this was the in the bedrooms um on the wall was a massive it looked like a mirror but it was a huge LCD panel and of course you checked and they know who you were they've projected you and you've done your homework up on the panel came all your feed was amazing it's like well there's all my travel things all very personal and fun but apparently a lot of couples stayed husbands and wives and a lot of wives were saying to the husband who's she why are you kissing her that is she I’ve never seen it and suddenly there's quite a few divorces so that stopped very quickly maybe you shouldn't do that Instagram reels is kind of fun lots of young people using it but lots of big brands using it as well I think I’ve got a little short video here of wheels it's very easy to do this this looks like you need you know expensive you don't it's just incredibly easy to put all these effects together you're not hearing any music there's funky fun music in there but very very easy literally just clicks of your finger to create all these effects and that's why everybody's doing it these people don't have um amazing studios so everybody's copying snapchats in case stories came from snapchat reels came from snapchat everything's done from snapchat you think snapchat would sue over all this sort of stuff and this was an example on Instagram who's like Siri attractions and destinations all over the world and yet he is yes actually charges hundreds of thousands of pounds to DMO’s to say I can come to you yes if you're on national geographic you've made it um I think this is the final video checking out an Instagram is um is matured as well so just quickly let you see this is a slightly old video now that I see it which is the checkout here again you can buy um physical product digital products services you can integrate the shopify and this what you're seeing here someone's ordering something booking something check out on Instagram placing the order on Instagram done there's no we're not shelling out and going to a website as it used to be used to send you to a website so really straight forward um okay final video live rooms actually I’ll skip the video because probably best to see something essentially live rooms just again it's a copy of snapchat it's just launched on Instagram it allows you up to four people on a chat you can have a four-way chat you and three um so it's quite impressive and a smaller number of you were on YouTube in the poll which was quite surprised because it's an it's owned by google the second was search site in the world so people who are planning a holiday or a vacation or they are on YouTube being inspired on YouTube looking at YouTube videos of everything you'd humanly imagine so and YouTube channels are free and we've all got really expensive campuses but you know there's your iPhone and your android's are very expensive so amazing statistics about the growth of video next year 90 of all traffic will just be video and that's not just YouTube I mean there's video and tech thought there's video an instance video everywhere Facebook is the second largest video repository in the world Facebook want you to upload the videos today in fact it's a bit nasty it's part of the edge rank algorithm remember I said amazing content um one of them is if you put a link into YouTube say hi everybody on Facebook here's an amazing video check out you'll be able to see this when you come and that's fine they'll play it with the show to less people because they'll be showing it on Facebook they might leave and go to Facebook fakebook’s a wall garden they might even go to YouTube so they want you to if you upload the content to Facebook a bit naughty but YouTube I said second was search site in the world everybody goes there for everything you know my son's at university now but he studied in YouTube he learned about stuff on YouTube and followed people on YouTube to learn that's how they learn but the impact is more important it's not just like it's fun and it's interesting so this is reach per post a Facebook there's a video it's like josh double just with a link or an image same with twitter you go to tweets nobody's just going hello Sunnydale they're adding images adding videos but if it's a video supposed an image or a link the engagement rate the reach is much higher um so just videos are just so important to do but if you before you start again have a little plan what's the goal why are we doing this is it to entertain people is it educate people to inform them to help them does it make them laugh I don't know why are you doing this what's it for and it's fine once you know it's the only words it's fun a little bit edgy we're getting a bit naughty about rude that's fine that's your brand we know we're really helpful telling people when they arrive we've got accessible thing for all the people you know that's great that's fine as well so who's it for what's for the visitors that are hiring mainly for the older people because it's all about accessibility perhaps I don't know but have a plan and what platforms is it very much like to be watched on YouTube it tends to be the other way on YouTube and you can share it elsewhere you can share that link on twitter on Facebook and Pinterest it tends to be tick-tock's the one that's making it easy you'll see tech talk everywhere you see it didn't even ever it just makes it so easy to go that was amazing that you know 15 second clip and it's shared on Facebook and everywhere and what actions do you want your audience to take at the end so thanks for watching hope you enjoyed it and uh you know click here to make a booking on click here to make sure you subscribe to our monthly newsletter that's the call to action at the end of the video so it's important and remember they might not reach the end so if you've done a video and it's like me the idiotic Steve and it's a 30 minute video and the call to action was at the end nobody saw it so click here to subscriber our YouTube newsletter now you might want to put that at the beginning um this is just basic stuff keep the video short remember the human attention span not maybe not six seconds but I would have the video way under a minute way under a minute really good if it's deep down inside a blog maybe someone's expectation might spend a few minutes they're not going to spend 15 minutes watching a video if you can afford Spielberg and you've got one hour video you've wasted a lot of money no one has the attention to watch that so it's under a minute is my take on it um and don't do you know little SD videos make from higher ed you've got 4k cameras on your phones and pick something that's interesting and they title the videos setting up your channel most people don't set up the channel properly you put your logo there put channel art group channel links so somebody stumbles across your YouTube channel on the top right hand side is channel links well that's their twitter Facebook Pinterest Facebook you their website I can find that from your YouTube channel and so I should because once they watch the video they'll leave or they'll watch some music video or something so but you can get them to follow so there's channel art that's nice the channel links the logo that's the setup of the channel and have a plan about the content you're going to share what you're going to share all the videos have to have closed action and there's nobody's doing a video with the context it doesn't have to be a sales thing might just be see you all next week we've got another video order our next video where we're in the we're doing adventure tourism or we're going out on that bike you can annotate your video with cards and you'll see if you're watching a little eye up the top right hand side people click on it might show you a playlist or it might take you to our website or it might actually do a oh you can pose on there like android at the beginning which one would you prefer you know the presidential suite you know just ask people questions and they feedback people love to give you the topics again when people see videos by default YouTube just shows some random remember a video is just an illusion of motion and it's just a series of pictures that create that illusion it's very clever it throws the brain into things watching something real it's just a whole bunch of pictures so the thumbnail is the first picture you need to edit it because this looks weird edit it to something nice choose one from the video or you could put a customer at the beginning okay so make sure your thumbnails look nice subtitles I’ve said they're important so a whole bunch of videos in the world are watched in silence people in call centres people and travelling and buses they just watched in silence and make sure you've got subtitles on what you should really do rather than rely on google to work out what you're saying and working subtitles is actually typing it's called transcription transcribed with it say hello good morning you're typing in welcome to the you know type in those words and google will read out those words as opposed to sort of half pacing and you can sometimes get rude stuff in there so if you're going to do that I mentioned earlier YouTube analytics very important platform and tons of reports in there called analytics reports and that when I get caught in one retention I got all excited about the number of views in the millions I was excited and but the vast majority watched it for under two seconds we were probably used to watching cats jumping off wardrobes I was rather saddened to hear very low numbers it was a very low number 14 or something of you um are using Pinterest and I’m going to try to sell Pinterest to you and tend to have shares and punches so um here's the good news about Pinterest you're probably thinking gosh Steve we have only so many hours in the day with a small visitor attraction breakfast we do not have a mark in japan we're not the national museums you know we're tiny so I there's no way I’m barely coping with Facebook you're saying use Pinterest I am saying lots of reasons are just about Pinterest so of all the apart from Facebook so just ignore it it's people spend more time and pinterest than any other social media platform in the world the people are spending a lot of time here and what are they doing it's beautiful stuff it's inspirational stuff like gorgeous people go I want to decorate a bathroom we go to pinterest I want to go on a holiday go to pinterest I want to build a barbecue go to pinterest or recipe and get ideas here so and but the beauty of it is for you is the wonderful news hope you don't forget this is once you've set it up just leave it there's no wall or timeline here there's no posting there's no like there is engagement you do get likes comments but in fact you've got an awful lot of weapons it's phenomenal it's quite addictive once you get into pinterest but once you've set up your boards right and if it's just there but I’ve never seen a platform like this before so the mix of male and female my this is a women's platform but women travel and women make decisions about travel and I don't mean independent women that are traveling ahead of a household women have got disposable income and they just they're making decisions so this is inspirational content this is you know beautiful gorgeous content about all ages in the us it's something like 90 percent women they've done their personal remember you're going to do personal homework sit in the dark room and close your eyes they've done it they know 90 the users in the us in the uk is quite a bit lower it's about 65 percent right
2021-03-24 08:16
