Custom Facebook Page Design

HSS worked with the Divi & Tamarijn Aruba All-Inclusive Resorts to develop a custom Facebook page campaign that would serve to build an active online community and engage the resort’s many loyal guests across the globe.

Facebook Specials Tab

A Specials tab highlights current promotions with a lead-capture form to generate sales inquiries.

Facebook Reveal Page

Once a visitor becomes a fan, a custom reveal page is displayed to capture email info.

Facebook Reservations Tab

The Reservations tab integrates a booking engine to search rates and reservations from Facebook.

Facebook Packages Tab

The Packages tab has been customized to highlight a number of packages the resort offers for different target audiences.

Facebool Landing Page-Like

Facebook Custom Welcome Page

Non-fans see a custom Welcome page, with a strong call-to-action to "Like" the page.

This comprehensive campaign to establish a well-planned Facebook presence included a number of key components:

Strategy & Planning

The first step of the campaign was to cover a number of fundamentals:

Define goals and desired outcomes for the campaign
Address questions and concerns
Identify measurable actions/conversions
Research outreach/networking opportunities
Plan maintenance infrastructure

Initial Page Setup

With a strategy and plan in place the initial account was created with desired settings:

Account setup and preference configuration
Profile creation
Admin accounts setup
Photo gallery uploads
Video upload

Customization

A number of custom tabs were created for the page, each with a unique design, including:

Specials – feature current discounts and incentives
Packages – highlight special packages for target audiences
Reservations – book online
Welcome – “Like” page for new visitors
Reveal Page – automatically displays for new fans
Testimonials – shows feedback from happy customers

Cross-Site Integration

The new Facebook page was given visibility on both of the hotel’s websites and the resort blog with prominent icons, as well as an integrated Like button. An RSS feed was also utilized in order to automatically publish new blog updates to the Facebook page in one step.

Lead Capture & List-Building

The new Facebook page includes a number of opportunities to capture qualified leads from fans/visitors while also building the resort’s email list:

Specials form – allows users to request information about specials and promotions
Email signup form – presented immediately after someone becomes a new fan
Rates & Reservations – allows visitors to initiate the reservations process from the Facebook
Packages – emphasizes toll-free support line, as well as link to resort contact form

Fan-Base Development & Engagement

An important component of the campaign was to quickly develop a foundation of loyal fans that would give shape to a true interactive community on Facebook. A multi-pronged approach was utilized in order to accomplish this task, including:

Public announcement to highlight the new Facebook page, sent to the resort’s email list
Leveraging existing relationships on Facebook
Forming new relationships on Facebook with local businesses and industry organizations
Hotlinking posts with other pages
Posting engaging content to inspire fan interaction
Integration with the hotel’s external web properties

Maintenance & Support

An important component of the campaign was to ensure that the resort’s marketing/administrative staff could become self-sufficient in managing their own Facebook presence. HSS worked closely with the hotel’s marketing team to ensure that the appropriate maintenance infrastructure was in place, setup administrative user accounts, and discuss a practical publication strategy along with best practices for growing and managing a social media community on Facebook.

Initial Results

Within the first 30 days of setup, the hotel’s Facebook page quickly realized a number positive trends, including:

Over 2,000 fans
Hundreds of new email registrations
Dozens of qualified sales inquiries
Consistent wall activity, including fan-initiated posts
Consistent interaction not only between the hotel and guests, but between guests themselves!