Appendix to Radisson Blu Social Media Playbook

APPENDIX TO SOCIAL MEDIA PLAYBOOK Individual Social Media Channel Specifics Facebook and Instagram: the two key hotel social channels to use

FACEBOOK 1. Overview ………………………. P3 2. Optimizing your profile ………… P4 3. Structuring a post ………………. P9

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OVERVIEW Facebook is a key platform on which your hotel should be present. As well as searching within Search Engines such as Google, our guests are also looking on Facebook.

ROLE •

Facebook is the central platform for content distribution from the blog and our branded websites (.com, WebExtra, Radisson Blu landing pages)

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Facebook is the main driver to these sites and can be supported by paid distribution

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Facebook is a platform for sharing other Page content such as local tourism board posts about the city or hotel, influencer blog posts about the hotel, Radisson Blu brand channel content etc. Equally, Facebook users can easily share content from a Facebook page.

TACTICS • Focus on quality over quantity. It is a best practice to post several times a week but ensure you have good enough content to do so. Share existing Radisson Blu blog articles about your hotel and the city and think of more blog content ideas. Want to see something interesting from your hotel or city up on the blog?

Contact your Area to get new stories added so you have more content to share on social.

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Video wins! Video is a key form of content on Facebook seeing the highest levels of reach and engagement so prioritize quality, branded video content.

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Feature User Generated Content to inspire the content you share.

OPTIMIZING YOUR PROFILE If you are opening a new Facebook account, please inform the CSO Social Media team on social.emea@radissonblu.com and we will set it up for you ensuring it’s directly a Location page as part of the Radisson Blu brand umbrella.

Please note for all existing Facebook pages, they must be a Facebook Location page. Please check with the CSO Social Media team to verify this and ensure you have granted the necessary admin rights. As a location page, hotels will increase their visibility in Facebook Search and focus brand marketing efforts linking all hotels to the parent brand page. It is important to note, nothing changes for hotels – they will continue to be able to run their pages as they have done up until this point.

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PROFILE AND COVER PHOTO

Facebook Covers are now rolling out to accounts with a Video option: Reach out to the Content Lab to create a video in the right format.

Profile picture should be the hotel logo

Activate the Book Now with a tracked link to the hotel WebExtra page. This helps to convert traffic.

Facebook Covers can also be in image format.

Ask the Content Lab for the mosaic format highlighting some of the best hotel images. 6 images include iconic, architectural, stylish elements of the property.

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PAGE TABS Hotel Facebook pages need to be part of the Facebook Location page structure which will give visibility as a Radisson Blu brand location on all Radisson Blu hotel pages and the Brand Facebook page.

Ensure Tabs are in this order and with these items visible.

Drag & Drop to re-order

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THE ABOUT TAB

Editable under ‘Page Info’, a unique username makes it easier for people to find your Page in search.

The story should refer to the Radisson Blu brand exactly in these words.

The About section should refer to your individual hotel.

Add business categories that further describe your business.

Although you are only asked for one business category when you create your Facebook page, you can return and edit the “About” section to add two more business categories that may help improve visibility, depending on the search terms used.

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THE ABOUT TAB

Ensure all contact information is filled in including:- Link to hotel WebExtra page - Hotel phone number - Hotel Email address - Address (which will return a physical map location that shows up at the top of your page)

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STRUCTURING A POST

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POST STRUCTURE The first thing to remember when structuring a post on Facebook is: What is the goal for this piece of content?

1. Goal: Traffic to blog or website 2. Goal: Inspiration

Structure: Link Preview (Facebook will produce a card which is the optimal format to drive clicks)

Structure: Photo or Video (also User Generated Content)

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1 Blog Card appears when you paste a link if you don’t upload a photo initially. Once the card appears, remove the link.

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Whatever the goal, always include a shortened, tracked link.

And always include #RadissonBlu.

INSTAGRAM 1. Overview ………………………. P12 2. Optimizing your profile ………… P13 3. Structuring a post ………………. P16 4. Instagram Stories ……………….. P19

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OVERVIEW Instagram is primarily a visual platform so all images must be of the best quality showcasing our hotels and destinations in an inspiring way.

ROLE •

Instagram is the central platform for inspiring people through beautiful, visual content

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Contrary to Facebook, Instagram does not allow clickable links in captions, instead a link can be placed in the Biography or included if using paid promotion.

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Instagram is the main channel to feature User Generated Content. Many photos are being shared by our guests every day on Instagram with the #RadissonBlu hashtag, tagging the hotel account or at the hotel geo location.

TACTICS • As for all social channels, focus on quality over quantity. Aim to post regularly using guest photos to feed your content – find guest photos from your hotel, or discover beautiful photos of your destination and request to share them. Always ask permission before sharing. Avoid using a re-share app which can spoil the look of a photo.

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If using video, opt for a square format and keep it under 60 seconds.

OPTIMIZING YOUR PROFILE Only one Instagram account should exist per hotel. If creating a new account, sign up with the hotel’s general Radisson Blu email address. Inform the ASO of your log in details to ensure they are not lost. When signing up, do so by email and not by Facebook page (you will link the hotel Facebook page at a later stage) and skip the step to find or import friends.

Start following @radissonblu!

Who else should you follow? Follow other Radisson Blu hotels, bloggers or influencers that come to your hotel, local destination accounts etc. Only follow those accounts that are relevant to the hotel and that would have an affinity with the Radisson Blu brand.

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PROFILE Usernames have to be unique. Use the legal name of your hotel. e.g. @radissonbluamsterdam

Include the #RadissonBlu after your hotel description Profile picture should be the hotel logo.

This should be consistent across all of the hotel’s social channels.

Link to your hotel WebExtra page with a shortened, tracked link

ü Best Practice description: Describe the key points about the hotel featuring destination, design and iconic details. × ×

Link is not tracked or shortened

Long username and not so easy to work out the hotel name ×

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Missing the #RadissonBlu

MAKE YOUR ACCOUNT A BUSINESS PROFILE Business profiles are a free feature for accounts wanting to be recognized as a business on Instagram. With a business profile, businesses can choose how they want their customers to get in touch with them: call, text or email with a tap of the contact button as well as get directions.

Go to Settings to Switch from Personal to Business Profile

• You must be an admin on your hotel Facebook page as the two platforms are connected.

• Contact information will automatically appear if filled in correctly on Facebook.

• Make sure the email, contact number and hotel address are correct and match those listed on your WebExtra page and complete the process.

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Unlock Insights

Include Action buttons

STRUCTURING A POST

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POST STRUCTURE Add the geo location

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Beautiful, visually inspiring quality image.

Use of guest photo.

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Always use credit when using someone else’s photo

Great use of hashtags but keep 1-2 in the caption, and move the rest into a comment

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Additional hashtags in comment for visibility of post but as it’s in a comment it won’t be immediately visible when seen in a person’s feed.

ASKING FOR PERMISSION ON GUEST PHOTOS A photo of a city where we have a hotel located (not necessarily a guest) but still great User Generated Content to use!

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A photo of a guest in one of our hotels.

INSTAGRAM STORIES

CONTENT INSPIRATION 250 million people use Instagram Stories every day* so it’s a great place to make your hotel visible at the top of a user’s Instagram feed.

Showcase the best views if your hotel has a Deckchair webcam.

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* June 2017

Call out the Guestagram competition.

Ask guests permission and use their photos in stories.

Think of all the Content Buckets in the Social Playbook. Why not highlight a Chef’s dish?

Ask Content Lab to brand something for your Story.

CREATING A STORY Add a tracked link (only available for some accounts)

Add text such as the guest handle if you feature a guest photo

- Add the Location - Add a Hashtag

Click here to add a story

Both these things will be clickable by the viewer to see more photos at that location or hashtag.

Submit!

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ANY QUESTIONS? social.media@carlsonrezidor.com