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Facebook strategy of a hotel Case study: Hotel Rotes Wildschwein

Facebook strategy of a hotel Case study: Hotel Rotes Wildschwein. Carmen Brenner Ioannis Stavrakantonakis. Hotel 2.0. www.rotes - wildschwein.at. Facebook account. Booking Engine. http:// www.facebook.com /pages/Rotes- Wildschwein /321731534545050. Homepage. Hotel 2.0.

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Facebook strategy of a hotel Case study: Hotel Rotes Wildschwein

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  1. Facebook strategy of a hotelCase study: Hotel Rotes Wildschwein Carmen Brenner Ioannis Stavrakantonakis

  2. Hotel 2.0 www.rotes-wildschwein.at Facebook account Booking Engine http://www.facebook.com/pages/Rotes-Wildschwein/321731534545050 Homepage

  3. Hotel 2.0 +1 DIRECT booking channel Homepage Facebook account Booking Engine CRM Engage

  4. Facebook features • Facebook Ads (not free) • Facebook Widgets for the Web site (free) • Facebook Fan page (free) • Facebook Apps (free)

  5. Facebook Fan page + Apps Create your own App • Apps for Promotions • Apps for Lotteries/Competitions • Apps for Bookings (Check availability, Book) Use existing Apps • e.g. Apps for HTML (iframe) Tabs

  6. Facebook Fan page • Exploit the new timeline features • Founding year • Make available historical photos and past events • Eye-candies • Image/Video galleries • Take pictures during the events organized by the hotel • Upload and tag your customers in the photos • Friends of this person see the picture in their news feed • Events of the hotel • Competitions (could be organized with or without an app) • Run a photo contest of your local area

  7. Engagement via Facebook Communicate with your costumers! • Send them vacation tips (What to do during your stay? etc.) • Post to their timelines with offers, reminders, discounts etc. • Friends of this person can see this (privacy: friends, friends of friends, public) This behavior gives you back two things • Hotel engages with the customers because the hotel team makes them feel important • Exploit the second level of friendship by triggering the attention of their friends.

  8. Engagement via Facebook Requirements • Train the hotelier to understand the Facebook platform and how it really works in order to be able to exploit it in the most productive way • Facebook booking app development

  9. References • Social Media Strategies for Hotels: http://blog.milestoneinternet.com/web-2/social-media-strategies-for-hotels/ • http://www.evisionworldwide.com/learning/facebook-best-practices-part-1/

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