Social Media of Elite Island Resorts

Social Media
of Elite Island Resorts
TIMELINE (“THE WALL”) CONTENT
NON-PROMOTIONAL
• Fun, topical, engaging content
relevant to each property EIR
manages on Facebook
• Encouraging “Likes”,
comments, and sharing with
strong imagery, questions, etc.
Facebook is the second most popular website in the world, with
over 900 million active users per month.. The average user logs on
6 times daily. It’s the most downloaded application on iPhone and
Android devices.
• Assets used include resort and
stock photography
RESORT LEVEL
• Relevant updates directly from
the properties themselves (GB,
SJC, VER and MB)
• Marketing assets come from
resort and stock photos, emails,
and web banners created for
distribution and websites repurposing creative material
• Content includes event photos,
current happenings, recognition
of staff, etc.
• Assets pulled from imagery and
video created at the resort level
• Managed by EIR Graphics Dept.
• Experts indicate a majority of content
• Target audience geo’d to NE US
• Essential for active new traffic
and generating more fans
Assets
Videos Filmed on
the Properties
Assets
Resort & Stock
Photography
Pinterest Tab
on Facebook
EIR and Resort Websites
Twitter Feed on Websites
1. Set up an EIR YouTube Channel with a
customized skin to host video content for all
properties (below: see Sandals Resorts YouTube
Channel)
2. Upload reels for the resorts and create
relevant, engaging videos - can be short (30-60
seconds)
PHASES OF DEVELOPMENT
(2 Month Buildout)
1. BUILD & POPULATE ACCOUNTS
1. Lay the framework - create boards for EIR
and resorts
GOOD IDEAS
TIPS FOR SUCCESS
• Set a budget to create regular video
content for YouTube • Videos should be
fun and show the resort properties, the
islands, amenities, etc. -- these are BIG
selling tools for EIR competitors • Themed
videos, such as “Drink of the Week” can
show a bartender mixing a cocktail by the
beach • Embed videos to increase SEO
value (using the proper HTML wrapper
generates more traffic!)
• New status updates with topical content,
engaging video & imagery, and offers
• Monitor pages for quality and content
posted by fans, and respond to messages
engage users not turn them off • Stronger
assets for banner ads & status updates will
improve fan rating and encourage clicks
on ads (Custom Photo Shoot or Stock
Photo subscription) • Shorten the
expiration date on banners for a sense of
urgency • Intensify effort to gain “Likes”
for content and fan pages
Twitter has over 500
Million registered
users, with 1 Million
new accounts being
created every day.
175 Million tweets
are posted daily
daily.
Average visitor time
is 11.5 minutes.
Retweets &
New Followers
• Integrate a Twitter
feed into websites
• Begin posting original
content to Twitter, in
additional to tweets
generated by Facebook
• Each resort has a dedicated Twitter account
• Tweeting is essentially set on “Auto Pilot” - Facebook
accounts are linked to Twitter accounts, meaning a new
Status Update generates an Tweet automatically
WEEKLY MAINTENANCE
3-4 hours
2. Add content - pin images and videos to
resort accounts
3. Pin content to EIR boards
4. Repin content from resorts to EIR and vice
versa, essentially “Cross-pollinating” to expand
reach
2. WEB INTEGRATION
TWEETING
3-5 hours
• Incorporate “Pin It” buttons to websites to
encourage pinning
• Add Pinterest button to website for direct link
to resorts’ Pinterest boards
• Helpful for Pinners planning a getaway or
destination wedding
1 hour
• New offers and specials pinned when
updates are made to websites, emails, and
Facebook
• Edit video content and ensure strong brand
presence
• Upload new video content to Channel
• Running on auto pilot (Facebook updates
become new tweets automatically), meaning
it’s basically maintenance free
• Refresh quarterly with any new assets
• Could begin creating original content from
Twitter at some point
• Update specials tab with current offer
• Promotional contests and giveaways
• Embed video to websites and post on all
social media platforms
RESORT LEVEL - Updates from property
RESORT LEVEL - Updates from property
RESORT LEVEL - Film new video content
Non-Promotional
Promotional,
Resort Level,
Facebook Media
Pinterest has over 10.5 Million users and
is the fastest growing social media site in
Repins, Likes,
history. The average user spends 405
New Followers
minutes per month on Pinterest. Shoppers
referred by Pinterest are more likely to
make a purchase than visitors arriving
from other social media networks. Roughly
70% of users are women.
Assets
links to social media on websites
FACEBOOK MEDIA STATS
42 Million Impressions
11,500 Clicks (CTR.03)
$1,500/month budget/resort
($50/day = apx. $1/click)
Assets
New Tweets generated
by Facebook Status Update
*Facebook, Pinterest,
YouTube and Twitter
generate traffic back
to the EIR and
Resort Websites
13-15 hours
should be primarily non-promotional, to
Snapshot of Facebook Content
GETTING STARTED...
4. Use video content on websites, Facebook,
Pinterest, and Twitter
FACEBOOK MEDIA
• Small banner ads displayed on
right side of Facebook
• Managed by BGA Group
Likes, Shares,
and New Fans
YouTube has over 800 Million unique
Video Shares via
visitors each month, making it the #3
social media,
website in the world.
world. 4 Billion videos are
email, etc.
viewed on YouTube, with an additional
500 years worth on Facebook
Facebook.. 3 Billion
are monetized per week.
3. Create a strong brand identity presence that
carries through into all video content (right:
Palace Resorts logo at end of video,)
RECOMMENDATIONS
• Current offer with attractive
imagery and one month exp. date
for resorts (example below), plus
a dedicated wedding ad
• Managed by EIR Graphics Dept.
EIR Facebook Pages Fan Count
Galley Bay - 5,768
St. James’s Club - 5,267
The Verandah - 4,808
Morgan Bay - 910
Long Bay - 3,612
Palm Island - 3,880
EIR - 7,513
PROMOTIONAL
• Current Special Offers with
expiration dates
THE RIGHT RAIL
HOW & WHY
Integrating Pinterest with EIR and Resort
websites and Facebook pages will:
• Generate more interest in EIR and the
properties
• Encourage pinners to share EIR
content and follow us on Pinterest for
new updates and information
• Increase brand recognition
3. FACEBOOK INTEGRATION
• Create a Pinterest tab on each Facebook
page, wherein the Pinterest account will be
displayed for Facebook fans to see
• Generate more followers on Pinterest and
increase likes & shared content via exposure
on Facebook
A majority of maintenance is focused on
Facebook, with the remaining time divided
among Pinterest, YouTube and Twitter. Regular
maintenance should take 20-25 hours per week
by a dedicated EIR social media person. Resort
level contributions have yet to be determined;
budgeting time for them is the next natural step.