SALES AND MARKETING Anatomy of a Great Social Newsfeed

A Travel Business Mastermind Workbook CONTENTS

1.Know your why 2.Live Aqua case study 3.Learn more Know your why

WHO AM I? WHAT DO I STAND FOR? WHO DO I LOVE SERVING?

Your social news feed should be a consistent stream of photos, video & messaging that reflect your personal and professional belief systems and your agency's value proposition. Your ideal client(s) should be able to see themselves, their wants, and needs in the majority of that content.

Activity: Scroll through your last 25 posts and document what percentage of your content was "on message." LIVE AQUA CANCUN CASE STUDY Who am I? ... an adults-only, premium, all-inclusive resort in the Cancun "Hotel Zone." What do I stand for? ... diverse dining experiences... lounging in the sun by the beach or pool with a drink... spa treatments... romance... health & wellness... warm, relaxed, friendly Mexican hospitality... Activity: Clearly & succinctly define your why and how it translates into the services you provide to your clients. WHO DOES LIVE AQUA CANCUN SERVE? (Input from Travel Advisors) "Travelers from about

"Sophisticated, more age 35 to 65 that are mature crowd looking looking for a more for great food, relaxing vibe, outstanding refined all inclusive service. Couples, experience." girlfriends getaways, solo ladies.."

"Young professional "...everything from adults that are laid honeymoon couples, back, fun loving and friends groups to older open minded." anniversary couples."

Activity: Define your primary (no more than 3) ideal clients. ENGAGING YOUR FACEBOOK AUDIENCE

Live Aqua stays consistently on message, generating strong, steady engagement about: romance surroundings/beautiful scenery relaxation food & beverage

Top 4 engaging posts, Jan. 1-Jan. 30, 2020 as of Feb. 5, 2020 ... and it works

Vanity metrics (e.g. likes, loves, etc.) are not enough today to increase social media organic impressions. Live Aqua consistently entices its ideal client to comment on and share its content.

Activity: Analyze your top Facebook posts image types and engagement Breaking it down

Professional video of a young couple enjoying Live Aqua Cancun's beach, pools, restaurants, etc., in advance of a destination wedding.

Activity: Reimagine your #1 Facebook post as a video that tells a story. Breaking it down

While images of the resort's pool areas are popular, depicting what that scene would look like as if their ideal client was relaxing there enjoying a drink greatly improves engagement.

Activity: On your next fam, take photos from your ideal client's perspective. Breaking it down

Inspiring scenery is always more engaging.

Activity: Keep an eye out for dramatic skies and weather patterns. ENGAGING YOUR INSTAGRAM AUDIENCE

Live Aqua utilizes a slightly different mix in its Instagram feed. staff relaxation food & beverage romance surroundings/beautiful scenery

Top 3 engaging posts based on comments, Feb. 5 -Jan. 30, 2020 as of Feb. 5, 2020 ... and it works

Instagram engagement depends more heavily on faces, inviting scenes and stunning imagery to stop someone from scrolling.

Activity: Analyze your top Instagram posts image types and engagement Breaking it down

Live Aqua guests know and love Marco. He represents the warmth of Mexican hospitality, and his role at the resort reminds guests of their pursuit of wellness and refreshment.

Activity: Examine how often you bring your suppliers and destinations to life through the smiling faces and superior service awaiting them. Breaking it down Like it does in its Facebook newsfeed, Live Aqua places its Instagram followers in one of the most desired experiences at the resort -- lounging by the pool with refreshments from the bar.

Activity: Before your depart on your next resort fam, study the resort's most popular Instagram posts and photograph as many of those scenes while you are there. Breaking it down Live Aqua's marketing department knows how to capture its beautiful surroundings through well composed panoramic photos, as well as close up scenes.

Activity: Test out a variety of angles and compositions for the same scenes while you are on your next fam. LEARN MORE

S o c i a l M e d i a A u d i t T o o l T r a v e l B u s i n e s s M a s t e r m i n d B l o g O n e - t o - o n e c o n s u l t i n g 2 - W e e k S t o r y t e l l i n g p r o g r a m 1 2 - w e e k C o m p l e t e C o a c h i n g p r o g r a m

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