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Posted by on May 9, 2017 in Social Media

Live in 3..2..1!

Streaming live videos through social feeds has been a popular, fast rising trend which has developed in a short period of time. The trend initially began with Snapchat, a platform where short videos are shared with specific friends privately, or on your story. With 158 million people using Snapchat daily and live video popularity rapidly increasing, other social platforms caught on and started instilling live capabilities of their own.

Live Streaming

(Image Source: Facebook Live)

Live videos are a fun and engaging way to reach existing and new followers in real time. Live videos show followers an authentic and real perspective, which enables engaging conversations, the capability to answer questions and hear users’ thoughts. It allows users to be a part of the occasion, without physically attending. You can also add a creative twist to videos with unique filters and stickers.

Below, we discuss how hotels can utilize live streaming for each specific platform.

Facebook Live: a capability that allows up to four hours of live broadcasting to existing followers, as well as new ones. Facebook Live is available on all pages and profiles on Facebook. After the live broadcast is done, the video will be published on the page or profile so that fans and friends who missed the video can watch it later on. The video can be deleted at any time, just like any other post. Users can utilize Live Reactions to gauge how the broadcast is going. Facebook has a dedicated place to watch live videos, and with this capability, current fans can experience the video, while gaining and reaching new followers too.

Facebook Live

(Image Source: Facebook Live)

Facebook Live Video

(Image Source: Facebook Live)

How to go live:

  • Tap “What’s on Your Mind” at the top of News Feed
  • Select “Live Video” from the drop down menu
  • Add a description to let your audience know what’s happening before hitting “Go Live”
  • A 3-second countdown will appear and the broadcast will begin

Instagram Live: Instagram stories allows users to create media that appears at the top of your followers’ news feed for 24 hours. Because of Instagram news feed algorithms, keeping an IG story fresh can help your account stay at the top of your audiences Instagram app.  

On Instagram, users can get creative and stand out by adding various stickers to stories. Stickers can depict a user’s current location, time, weather and specific themed stickers (holiday, seasonal, particular to the day, fun stickers and emojis). Adding a location sticker is essentially the same as tagging the location, like in regular Instagram posts.

Instagram Live

(Image Source: The Verge)

Additionally, @mention of other accounts can be included, which these accounts will be notified when tagged. All of these options are capable of being saved on a phone, but will not continue to live on Instagram.

Instagram Live Video

(Image Source: Pocket-lint)

How to go live:

Tap on the “Your Story” profile photo (with the + sign next to it) at the top of the news feed. This takes you to your Instagram stories, where you can choose from 4 options:

  • Live – Once a live video has ended, it is no longer visible on Instagram
  • Normal – A photo or video disappearing in 24 hours
  • Boomerang – Time-lapse, back and forth like short video
  • Hands-free – Start a video with just a tap, versus the rest of the videos where have to hold down to record

Snapchat videos: Send photos and live videos that are that are only available for up to 10 seconds at a time. These videos can live on “your story” or be sent to friends. Your story is available for 24 hours, and photos/videos sent to friends are only available for the time that’s set when sent. After that, all media disappears. These photos and videos can be saved by pressing the square with an arrow in it, at the bottom right. Utilize Snapchat’s features of: lenses, geofilters, stickers, emojis and text if appropriate.

Snapchat Video

(Image Source: Wired)

Snapchat Video

(Image Source: Wired)

How to go live:

  • Press down circle button at the bottom middle for the entirety of video
  • Tap blue arrow button on the bottom right
  • Select if you want it to be displayed as “My Story” (displays the photo/video to all of your followers), “My Memories”(saves the photo/video), or specific friends

Twitter Live:  Create and tweet live video from the Twitter app, which is powered by Periscope.

When live, anyone on Twitter and Periscope can watch. The video can be discovered from Home timeline, notifications, search, and trending topics. A live video on Twitter goes anywhere a Tweet can go. It is searchable, and can be embedded on other websites. It also exists and is searchable on Periscope. If Tweets are protected, there is no option to go live.

Twitter Live(Image Source: Twitter)

How to go live:

  • Compose a tweet, then tap “LIVE” which takes users to the pre-broadcast screen where the shot can be framed
  • When ready, press “Go Live” to start broadcasting

Tips for live streaming:

  1. Get creative to stand out and be more engaging – use filters, stickers, texts, and emojis when appropriate
  2. Be engaging with users during the video
  3. Prepare beforehand
  4. Save the videos for future usage
  5. Have the latest version of the app to have access to the latest features

Ideas on when to use live streaming:

  1. Hotel special events, whether it’s a fashion show hosted at the hotel or a themed dinner an outlet is hosting.
  2. Share a unique feature of the hotel, explaining the usage and availability.
  3. Give a tour of a renovated aspect of the hotel.

In conclusion, live videos are a great way to engage existing and new followers. Without physically attending, it lets viewers be virtually involved in what’s happening. Between Facebook, Instagram, Twitter and Snapchat – there are plenty of opportunities to create engaging and interactive content with live video capabilities. Do you have any questions about live videos? Comment your questions below!

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Posted by on Dec 22, 2016 in Announcements, Social Media

Using Social in a Different Way

Make location the heart of your marketing with geofencing. What is geofencing you ask? Picture an invisible line surrounding a hotel or a storefront, where you can capture public User Generated Content* posted within the set boundary. This enables hotels and brands to identify with customers on property and engage with them in real time. Geofencing makes it easier to find, collect and engage with user generated content, without requiring the user to use a hashtags or mentions. With geofencing, you can tell who is geographically in the hotel. Engagement as well as surprise and delights from social posts are designed to make the customer feel special, not spied on. Various marketing teams throughout Marriott have found people are delighted to have brands and hotels engage, which in turn amplifies our company.

Baltimore Marriott Waterfront Hyper Image

(Image Source: Shawn Paley)

How businesses can use geofencing technology to benefit their social media strategy:

1.) Engagement

Have real time conversation with guests, via their public social channels. When leaving a personalized comment on a guest’s picture, the user will often come back with positive feedback about the hotel. As a result, all of their network can see this comment.  The engagement is not supposed to be sales orientated or pushing an offer, rather elevating the experience and forming a personal relationship with guests.

Example: When a guest posts a picture of a property, engage with a welcome post to spark conversation and spread excitement among the user and their friends.

CasaMagna Marriott Puerto Vallarta Resort & Spa Hyper Image

(Image Source: Shawn Paley)

2.) Content

JW Marriott Austin Hyper

(Image Source: Shawn Paley)

After requesting permission for rights and the user approves, brands and hotels are able to utilize user’s UGC in future uses for their website, social channels and marketing collateral. When users are looking at images, they resonate better with UGC vs. stock photography. When UGC is repurposed in social media content and advertising, UGC yields 88% more engagement on social and 25% higher ad performance.

3.) Control Reputation management

Research is being conducted on the connection between engagement on social and Trip Advisor/other review platforms. As of now, marketing teams throughout Marriott have seen positive reviews result in return on engagement from personalized and additive conversation.Hyper Engagement Example

(Image Source: Shawn Paley)

4.) Influencer identification

Determine which individuals have an engaged audience, and recognize them with surprise and delight moments. In return, influencers often share hotel’s personalized treatment with their following via social channels, which leads to increased awareness about your property.

Example: The Ritz Carlton Hong Kong team surprised an influencer with 16,000 followers to thank her for capturing and sharing highlights from her stay.

Hyper In-person Engagement Example

(Image Source: Shawn Paley)

5.) Listen to users on their platforms

The benefit of this is brands and hotels are able to see what people are saying organically on their own channels. They aren’t asking customers to fill out a survey or go out of their way to hear their thoughts.

6.) Be involved in special moments

Make someone’s special moment even better by engaging in the event, or sending surprise and delights for the special occasion. Whether it’s a birthday, engagement or anniversary, hotels and brands are able to be involved in it. In addition to engaging in the post, the hotel can send a surprise and delight selection of chocolate, or a bottle of champagne to amplify the guests’ special moment.

Hyper Wedding Proposal Example

(Image Source: Shawn Paley)

Everyday more than 300,000 guests post from Marriott International properties. Previously, engaging with fans on location has been a challenge, and hotels miss the opportunities to engage with fans while experiencing Marriott hotels. HYP3R is a geofencing platform that enables hotels to identify everything that is shared from their location and engage with their customers at specific locations on a personal level, in real time. HYP3R has an easy and efficient user interface which allows users to easily access a variety of features which include: utilizing insights and analytics, requesting permission and collecting UGC in an assets bin, setting up alerts for certain key words (engagement, wedding, anniversary, etc) and identifying top influencers and collectively view their information and follower base.

*User-generated content (UGC) is defined by Wikipedia as, “any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcast, digital images, video, audio files, advertisements, and other forms of media that was created by users of an online system or service, often made available via social media websites.”

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