As a property flying under a global brand flag, you enjoy several key benefits:
- Worldwide name recognition and consumer trust.
- Access to millions of loyalty members.
- Exposure on the Brand.com global website.
But unfortunately, due to scale and volume, remote, corporate brand marketing teams are often unable to tell your property’s unique story and differentiate you from sister properties in your region.
New advancements in hotel social media can help.
No longer just a means for ‘liking’ and holding goofy contests to attract more “followers,” Facebook is now an advertising powerhouse that allows you to target anyone in their global database with laser-sharp precision – even users who are not following your hotel!
But Facebook’s advertising platform can be overwhelming and complicated… so we spoke to Tambourine’s social media directors Thomas McDermott and Elle Andress to break down 4 key tactics for flagged properties to tap into the power of Facebook’s juggernaut advertising platform:
#1: Targeting Loyalty Program Members
Facebook’s paid advertising platform enables hotel marketers to emplace unique content, inspirational images, promos and offers in the newsfeeds of highly targeted consumers with pinpoint precision. Ads can target by demographics, geography, interests, hobbies, and behaviors. For branded properties, this means you can target your social ads to folks who are interested in (or members of) your flag’s loyalty program (see screenshot below). This enables you to create awareness and preference for your property vs other similarly branded properties in the area.
#2: The 28-Day Pixel
Until recently, hotel marketers were unable to track the success of their paid Facebook campaigns unless a guest booked directly from Facebook in the same session.
But the relatively new 28-day pixel feature now allows flagged hotel marketers to track a user’s path for 28 days after they have either viewed or clicked on your hotel’s Facebook ad. This tracking tool gives you insight into how well your Facebook investments are moving potential guests down the sales funnel. “Most importantly, it allows for more revenue attribution to your Facebook ads,” said Elle. “You can gauge if your ad campaigns are contributing to conversions or not.”
