When you unlock your cell phone and scroll through your favorite social media apps, you are likely to notice those social media apps are starting to look a little … similar.
As social media mega companies like Facebook, Twitter and Snapchat have evolved, they’ve started to borrow product ideas from each other in the hope of building an all-in-one experience. Although these apps are beginning to show great similarity, the algorithm behind each platform is truly unique.
What is a platform algorithm, why are they here?
Algorithms are certainly becoming gatekeepers that consumers have grown to love, while brands have found them to be a pain. Prior to social media algorithms, posts on social platforms were created equally and the only factor to seeing a post was when it was posted. Every post had the same chance of getting in front of followers regardless of company size.
However, as the number of accounts on each platform began to grow, what once seemed like a few vehicles on a popular digital content expressway turned into rush hour on a congested two-lane highway. To help traffic flow, social platforms began implementing strategic formulas of code to utilize information dedicated to pages and content you have interacted with. Through these formulas (algorithm), users are now fed content that the social platforms have deemed “relevant” to your lifestyle.
Why does each platform have a unique algorithm?
On social media, users tend to over share personal content that holds little relevance to the general population. Each algorithm uses unique engagement factors (Facebook Reactions, Twitter RTs, Instagram’s saved feature, etc.) to leverage their unique forms of engagement to help lift meaningful content above less relevant content.
How do algorithms help consumers?
If each algorithm works to its potential, consumers are fed content tailored specifically to them. Based upon on how they have reacted to past content, each platform is able to evangelize which content is most meaningful to its audience.
How do algorithms work?
When a piece of content is published on a social platform, it is shown to a small group of your followers. From there, the platform in which you posted will try to mathematically analyze the engagement the content is receiving, and will receive in the future.
When Facebook first released the reaction button feature, many were left curious to know how this would affect the algorithm. Would certain buttons carry more clout than others, if it all? And was the introduction of reactions a way to further decide which content should be shared with an individual?
(Image Source: Facebook Brand Resource Center)
Tips to leverage and understand algorithms:
1.) Understand that high quality content can be seen at any time
Since all popular social platforms have algorithms built into their content distribution, thinking you need to post at a certain time everyday isn’t as critical. The timing of responding to comments and engagement is important in the essence that higher response times can help nurture relationships and show platforms that you are an active contributor. Each social platform is finding ways to show tailored content when you return to the app.
For example: When scrolling through the Twitter app, your scrolling will cross the “in case you missed it” section of tweets where the accounts you engage with most will appear.
Instagram stories also shows a similar dynamic by showing content from engaging accounts first, instead of timing.
2.) Keep an eye on the destination URLs you are linking to
Platforms have started to track which URLs you are linking to in your call to action. To avoid any potential algorithm hazards for repetition, be sure to direct links to different pages on your site.
3.) Take advantage of new platform features
The purpose of social media posting is to take advantage of engagements with followers. As new features are introduced, higher quality of content production and guest experience soon follow. It is crucial to experiment with new features within social platforms. In the past, utilizing features can result in boosted placement within the algorithm. When Instagram rolled out the ability to share a carousel of content, brands were given the ability to share more content and further enhance potential experience in a streamlined fashion.
For example: Properties looking to expand the awareness of their onsite dining restaurants were previously forced to create multiple posts which often resulted in an inconsistent post. Thanks to the carousel feature, properties can create a post highlighting their outlets while sharing multiple images within one post. Users who view the post are being served more content in less posting.
4.) Create content that consumers will react to
Not too long ago, Facebook introduced the reaction tool bar. What seemed like a clever way to show your reaction to a piece of content has become a new factor within the algorithm. Facebook has been secretly tracking user reactions to content and tailoring each newsfeed to accommodate content that will further enhance your experience. Have you noticed that pieces of content you react to negatively don’t seem to enter your newsfeed? That’s because Facebook wants to bring more positive engagement.
Please note: If you react negatively to a piece of content, and comment, Facebook is likely to share similar topics. This strategy is not to make your experience less positive, but instead encourage further engagement on the platform.
Meaning: Reactions alone can affect your newsfeed. Reactions + Comments will be given a boost in awareness and likely will appear more frequently.
5.) Do not ask for engagement
We have all seen contests that ask you to share a piece of content and comment on the page. Facebook and Twitter have acquired AI startups to target accounts that ask users to share or comment. Every algorithm has been built with a series of punishing consequences for soliciting engagement. If you would like to encourage follower engagement, be sure to create copy that asks a meaningful question and does not clearly note a sweepstakes or contest.
Digital Services is dedicated to better understanding social algorithms as platforms evolve. We are excited to learn more about how each platform leverages your favorite pieces of content, and are excited to share these lessons with you in the future.
Ever wonder what Chinese consumers use as their social media platform? Well, it is not Facebook, Twitter or Instagram.
As of January 2017, there are over 846 million active WeChat users, making WeChat the 4th most popular mobile app in the world and 2nd most popular in China.
So what exactly is WeChat? WeChat is a free instant messaging application that provides text messaging, hold-to-talk voice messaging, sharing of photographs and videos, as well as location sharing.
- Moments, a blend of Facebook and Twitter, is WeChat’s main social media feature. It allows you to maintain a user profile where you can post photos and status updates. One of the main selling points of WeChat is that it offers users an enhanced privacy experience where you can control which of your friends can see what you like and comment without having to block the user.
- Heat map allows the Chinese government to track irregular assemblies of people to determine if more security is needed. Users can also use this map to determine when they should visit a certain location based on the crowd and how busy it is.
- WeChat wallet is a convenient, secure and efficient tool that allows users to pay via their phone. Over half of WeChat’s users have linked multiple bank cards to the app. This is a huge win because China is known for fraud and cyber security issues. Like Venmo and Facebook Messenger, WeChat allows you to pay your friends while texting.
- WeChat also allows you to generate your own personalized QR code. This feature allows you to transfer money to people you are not friends with by simply scanning the code off your phone.
- Shake is another feature that WeChat offers that allows you to meet new people. You can simply shake your phone and if someone is in the same area shaking their phone, their profile will pop up and you can send him or her a greeting.
- In China, a red envelope or red packet is known as a symbolic monetary gift which is given during holidays or special occasions. The color red symbolizes good luck and is a symbol to ward off evil spirits. During the Chinese New Year of 2016, 8 billion payments occurred via WeChat.
Types of WeChat Official Accounts
There are three different types of official WeChat accounts:
- Subscription Accounts are commonly used for daily news and broadcasts. They allow businesses to send one message per day to their followers. However, users can only access the content by accessing a subscription subfolder.
- Compared to a subscription account, Service Accounts will offer advanced features and focus on providing services instead of message broadcasts. Followers will receive push notifications from the businesses once a week and businesses can build their own applications within a Service Account.
- Enterprise Accounts, also known as Corporate Accounts, are an enhanced version of how Western businesses use platforms like Slack. Companies can set up private group chats, share memos, and project management systems within the account.
International vs. Mainland China
Due to China’s business requirements, WeChat has differentiated the benefits of WeChat accounts between mainland China and the rest of the globe. If a business has a Chinese phone number, the business qualifies for a Mainland China WeChat Official Account. This allows users all around the world to access the business’s official account. On the other hand, if the business is outside of mainland China and owns an international account, then only non-China users can access the international account.
Currently, only mainland China registered businesses can have their WeChat accounts verified. There are no differences between an unverified and a verified subscription account. The main disadvantage of an unverified service account is that the business does not have access advanced features.
In the next few years, WeChat’s main focus will be on mini programs. Essentially, this feature follows a “one app rule them all” concept where users can use an app just by scanning the QR codes or searching on WeChat. Even though there are no official WeChat app stores, mini programs are directly competing against the Apple Store and Google Play App Store.
(Image Source: Chozan)
There are a couple main benefits to mini programs:
- Using an app within WeChat allows a user to skip the registration process because his/her personal and payment information is already available on WeChat. Tencent, WeChat’s parent company, will support WeChat to protect the customer’s information. With a secured wallet, users are more willing to purchase via mobile app, therefore will increase the mobile spend in the future.
- Only light apps, simplified applications, are allowed on mini programs. Therefore, the apps will be fast and easy to use. On top of that, users are more willing to try new apps as the apps take up less space on a smartphone.
As WeChat continues to grow in China, companies around the world are incorporating this app as part of their marketing campaigns. The future of WeChat remains as a leader in mobile apps and technology.
In 2015, I wrote a Decoded post entitled “Google Tools You May Not Know Exist,” outlining some of Google’s hidden gems for digital marketing. I now want to continue this theme with some examples of free SEO tools that you may not know exist:
1.) Moz Tool Bar
This is a must-have for digital marketers. Moz Tool Bar is a web browser extension that provides valuable SEO data for any website including on-page metrics (title tag, meta description, H1 Tag, etc.), Link Metrics and Technical SEO metrics.
(Image Source: Morgan Merron)
2.) Moz Open Site Explorer
Moz Open Site explorer allows users to pull a comprehensive report on all backlinks for a given site. Whether you are pulling this information for your own site or a competitor there is always great action items that arise out of knowing information about backlinks. A few searches a day is completely free but anything beyond that, you will need to enroll in Moz Pro.
(Image Source: Morgan Merron)
3.) Search Engine Net Market Share
Ever wonder which search engines have the most market share? Reference this data rich website to pull information on market share for search engines.
(Image Source: Morgan Merron)
What’s SEO without user-friendly content? Buzzsumo allows users to input a given topic and get analytics on what content is performing best. A few searches a day are completely free of charge.
(Image Source: Morgan Merron)
5.) The Beginners Guide to SEO
While this extensive guide on all things SEO isn’t necessarily a tool, Digital Services considers knowledge to be a tool in and of itself! Reference this 10 chapter guide to gain base level knowledge (and beyond) on all things SEO.
(Image Source: Morgan Merron)
Do you have an SEO tool that you love not covered here? Share what it is and what you use it for in the comments section below and let’s get this conversation started!
With the digital marketing and search landscapes constantly changing, even the most digital savvy of us can get lost in the shuffle. Google is constantly updating algorithms and releasing new features, so it can start to feel like a full-time job to keep up. Luckily, that IS our full-time job at Digital Services by Marriott. We’ve compiled a list of our top search and digital marketing terms to get you up to speed. No promises that this entire list won’t change in the next couple of months though!
SERP– Search engine results page (SERP). This is the page that search engines show in response to a query by a searcher. This page will look different depending on the search engine (Google, Yahoo, Bing, etc.) but the main component is the list of websites or blue links that provide answers to the query.
SEO– Search engine optimization (SEO) is the process of getting traffic from the free, organic or natural search results on search engines. Primary search results are listed on the search engine results page based on what the search engine considers most relevant to users.
Keyword– A word or phrase that describes the contents of a web page. Keywords help search engines match a page with an appropriate search query.
Local Search– A search to find something within a specific geographic area, such as “downtown hotel DC.” Local search results can appear in many different places on a SERP, but are typically accompanied by map pins. These results show the address and phone number of the company with a link to directions, if appropriate. Sometimes these listings are grouped into a “local pack.”
Local 3-pack– The top three results Google determines most geographically relevant to a local search. These three results will show at the top of the SERP in a special list accompanied by a map. Search terms that contain a geographic reference (“near me”) or services typically fulfilled by a local business like a hotel or bakery.
(Image Source: Sang Froid Web)
Local Citation– Anywhere online that a business is mentioned by name. Business directories like Yell, Foursquare or Yelp are made of local citations. Being listed correctly on these sites is an important ranking factor for local search. They provide search engines with credible information about your business so the search engine understands the business exists, is legitimate and what you say about your business is true and accurate.
Incognito search– a setting that prevents the user’s browsing history and web cache from being used during a search. Since search engines take a user’s location and browsing history into account to deliver results, incognito search is a good way to search from a “blank slate.”
(Image Source: Mary Cline)
Knowledge graph/panel– A system that Google launched to understand facts about people, places and things and how these entities are all connected. A knowledge graph displays on the SERP and is intended to provide answers, not just links to search queries so that users do not have to navigate to other sites to gather the information.
(Image Source, Mary Cline)
Google+– An interest-based social network that is owned and operated by Google. The platform was redesigned in November 2015, and currently focuses on Communities and Collections. Marriott owns all hotel Google+ listings under a bulk feed, and grants management access to stakeholders as needed. Please reach out to your MDS Client Services Manager for questions about your hotel’s Google+ listing.
Google My Business– a free tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing business information, the owner can help customers find their business or any relevant information about it.
UNAP– URL (address of a world-wide web page), name of hotel, address and phone number (UNAP). This is an important ranking factor for search engine optimization.
OTA– Online travel agency (OTA) that allows users to book hotel rooms, flights, train tickets, etc. These sites may be focused on travel reviews, trip fares or both. Examples include Expedia and Booking.com.
API– Application program interface (API). A set of routines, protocols and tolls for building software applications. APIs specify how software components should interact.
CTA– A call to action (CTA) is a type of online content that drives the user to click-through to engage with a brand. This can be an image, button, link, etc. that encourages someone to book, download, register, call or act in any way.
PPC– Pay-per-click (PPC) is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. Search engine advertising is one of the most common forms of PPC. Advertisers bid for ad placement in a search engine’s sponsored links when a user searches a keyword related to the business offering.
HTML– Hypertext Markup Language (HTML) is a computer language that is used to create websites. HyperText is the method by which you move around on the web by clicking on special text called hyperlinks which take the user to the next page. Hyper means it is not linear, so it is possible to go to any place on the internet and there is no set order. HTML is a language with a set of code-words and syntax just like other languages.
Alt Tag– An alt tag describes what is in an image on a website and its function on the page. Screen readers for the blind and visually impaired read out this text to make an image accessible. Alt tags and title tags strengthen the message towards search engine spiders to improve the visibility of the site within search engines. The alt and title attributes of an images are commonly referred to as alt tag or alt text and title tag.
UX– User Experience (UX), or a customer’s experience when interacting with a product (i.e. website). User experience design is the process of enhancing user satisfaction and loyalty by improving the ease of use and pleasure provided in the interaction between the customer and the product. The concept most commonly applies to digital fields today.
Rich snippets– Describes structured data markup that operators can add to existing HTML so that search engines can better understand the information that is contained on each web page. Major search engines use this markup to present richer search results, allowing users to more easily find the information they are looking for. In the example blow, the search result shows a star rating, the number of votes, the price and the platform supported because Rich snippets were employed.
(Image Source: Positionly)
Title Tag– A title tag is an HTML element that specifies the title of a web page and concisely describes the page’s content. Title tags are displayed as the clickable headlines on the search engine results page and are important for usability, SEO and social sharing. In addition to the SERP, they also appear in web browsers and social networks.
(Image Source: Mary Cline)
Description Tag– A piece of HTML code that provides a short description of a web page and is included in the code, but is not visible on the page itself. If a web page has a description tag, Google shows it if there is semantic similarity between the description tag and the content of the web page, and there is similarity between the user’s search query and the content of the description tag. If a page does not have a description tag, Google typically shows sentence fragments on the page that contain the search query.
For hotels that renovate their properties, don’t forget to let TripAdvisor know that you went through a renovation. Once you prove your hotel went through a major renovation, your old reviews will be deleted.
All that’s required is to provide building permits, materials invoices or press releases to prove that the renovations were indeed structural and completed.
Upon its approval, TripAdvisor will wipe the slate clean so your hotel’s page won’t be bogged down by negative reviews relating to bathrooms, guest rooms, carpet, smells, etc.
You’ve probably heard this from your Account Manager over and over again, but reviews are increasingly more important to rank in Google so be sure to make sure your reviews are cleaned up!
For more information, check out TripAdvisor’s Help Center or the screenshot below.
(Image Source: TripAdvisor Help Center)
In 2016 the Digital Services team doubled in size, with no plan to slow down any time soon! To keep everyone in the loop and put faces to the names, I will be introducing various team members on the blog.
I recently conducted a Q&A interview with Lindsay Gonitzke, Director of Client Services, who oversees the entire client management team. Lindsay has been on the Digital Services team for many years, and has seen the team significantly grow and evolve over time. In the interview below, Lindsay shares her history with Digital Services and where she sees the team heading in the future.
LINDSAY GONITZKE, Director of Client Services
Q: Tell us about your career at Marriott:
A: I started with Marriott in 2010 as a SEO Account Manager servicing domestic and international hotels. I began working with many properties in Europe, and helped to grow our program roots while developing specific offerings to meet the demands of the region. From there I continued to service our hotels through SEO while overseeing a team of Account Managers. I eventually lead the Luxury/ Lifestyle group within Client Services and helped to develop unique programs and initiatives to meet the demands of our Luxury and Lifestyle brands. From there I took on the role of Director of Client Service.
Q: How would you describe your role as Director of Client Services?
A: I oversee a team of talented digital client service managers, providing best-in-class service and digital solutions to all Marriott brand hotels, globally.
Q: What projects are you focusing on right now?
A: Creating scalable solutions for future growth within the US and APAC regions.
Q: Where do you see the Digital Services team/Marriott going?
Continuing to evolve our programs and services to provide a wide-range of digital solutions for our hotels, globally. Additionally, I see us continuing to develop services to support our new Starwood family brands.
Q: What is your favorite part of working at Marriott?
A: The people! Hands down Digital Services and Marriott has the most talented and hardworking individuals I have ever worked with.
Q: What do you like to do for fun outside of work?
A: Preferably like to be outside at the beach, paddle boarding, running, hiking or playing with my son.
Q: Can you share your best travel experience?
A: I am a beach lover, so I would have to say Hawaii. I have been a few times and just absolutely love the scenery, culture, water sports and mai tais!