哪些类型的旅行社交职位获得最多的股份?
by理查德·德·安布罗西奥(Richard D'Ambrosio)/
Finding new clients is consistently a travel advisor’s greatest challenge. Until recently, social media allowed travel agents to raise their brand awareness at a relatively inexpensive rate by posting funny or inspirational memes, beautiful destination photos, or updates from suppliers.
但是,随着像Facebook这样的公司降低了对企业的有机意识,并将企业家推向付费广告模型,代理商在使用该平台来降低营销成本方面变得越来越机智。
One method they are trying to use more frequently is to create posts that will be shared by followers. This way, if an agency only has a few hundred followers, but their followers have potentially tens of thousands of friends and family, shared posts can dramatically expand that agent’s reach.
In fact, getting your followers to share content into their newsfeed plays into the hands of Facebook’s algorithm, because over the last two years, engagement between individual users has been the focus of the company’s platform.
这是因为Facebook的算法优先考虑主动互动,例如评论和分享喜欢和单击等被动互动。在Facebook的脑海中,用户对新闻提要中的帖子的努力越多,内容的质量和价值就越大。
早在2018年,当Facebook对其算法做出最大,最公开的变化,降低了商业页面的可见性,同时增加了个人帐户的新闻源分销时,创始人Mark Zuckerberg表示,商业页面“谁在朋友之间的及时及时交谈”将看到影响最小的影响力。从变化。
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution,” Zuckerberg said. The hierarchy of Facebook reactions is: 1) comments; 2) reactions other than likes; 3) comment replies, especially those where users tag friends; 4) sharing links over messenger; and 5) engagement on shares.
Pastport Online Inc.战略合作伙伴关系副总裁Jeanne Colombo说:“成长您的追随者可能会付出高昂的代价和耗时。”分享使您能够接触到您可能无法接触的人。”
In a recent study of its subscribers’ performance on social, Passport Online found that shares were up 44% over the first six months of last year.
“We’ve been trying to help our subscribers (travel advisors) force engagement, to get the kinds of likes, comments and shares that help them outsmart Facebook’s algorithm,” Colombo said.
Use posts that stir emotions
The most popular post shared during the first six months of the year was the July 9 meme with, “If Traveling was free, you would never see me again,” superimposed over a picture of a bathing suit-clad woman with sunglasses.
科伦坡说:“这让我们感到惊讶的是,它的股票将是下一个最受欢迎的帖子的三倍。”“但是我喜欢这句话。而且,这实际上是非常合乎逻辑的,因为该帖子允许观众将自己的梦想投射到这个场景上。作为一个女人,我可以在那里想象我,躺在阳光下,躺在躺椅上。”
The post was shared 1,066 times. Its closest competitor was a Jan. 28 picture of the desert landscape of Parque Nacional dos Lençóis Maranhenses in Brazil. The quote superimposed over the picture says, “There are seven days in a week, and ‘someday’ isn’t one of them.” This post was shared 416 times.
Colombo believes the two top memes received so many shares because they stir emotions. She recommended advisors look for similar quotes and images that speak to their customers’ deepest wants and needs. “Think about the emotions that stir you, and stir those emotions in your clients,” she said.
此外,张贴柔软的沙滩图片,特别是对于可能与他们居住的冬天打交道的客户无关。科伦坡说:“你不能过度使用那些海滩图片和模因。”
的力量可以找到好的报价在第三-highest shared post (409 times), one that bears the words of the Dalai Lama: “Once a year, go someplace you’ve never been before.” The quote is superimposed over a book, on a plain gray background. There are no images of beautiful destinations.
投票
在此期间,最受欢迎的帖子是阿拉斯加海岸线和看似加勒比海港的并排图片。该帖子鼓励追随者回答:“您愿意参加阿拉斯加巡游还是加勒比海巡游?”要求追随者对阿拉斯加或加勒比海的心脏进行大拇指,同一帖子也收到了最多的评论:1,420。
The second-most commented post (1,288 comments) from Passport’s agency subscribers were two photos stacked over each other. Saying, “Would you rather visit the Sydney Opera House in Sydney, Australia or Christ The Redeemer in Rio de Janeiro, Brazil?” the post invited its followers to vote.
React to their reactions
科伦坡说,对于许多代理商而言,失去的机会是,他们不会与追随者互动,这些追随者对他们的一篇帖子做出反应或发表评论。“你必须积极主动。跟进每一个评论,每份分享,每一个类似。”她说。“他们花了一些时间对您的帖子做出反应。他们分享了它。赶上他们,开始对话。”
科伦坡还建议代理商跟踪他们最共享,最注销的职位,作为付费职位的潜在机会。她建议:“如果Facebook Insights(平台的测量工具)告诉您,您的追随者发现某些帖子是最吸引人的,那么使用这些帖子使用付费广告系列来提高您的覆盖范围。”
“If you don’t stay top of mind with your followers, you can lose the opportunity when they are finally ready to purchase.”
Passport Online creates content for more than 1,600 travel advisor business Facebook pages. Those pages have more than 1.6 million followers.