LateRooms.com aims to be a truly global brand, matching customers around the planet with suitable hotel rooms. They measure their Google+ success through engagement – numbers of fans, interactions with users, how many times people share content and mention their brand.
Google+ matches LateRooms.com’s social media objectives
When the team launched a Google+ page, they quickly saw that – unlike some of the other social networking channels they use – followers were from all over the world, not just one or two isolated geographical regions. But instant worldwide scope wasn’t the only quick win; Google+ also provided a host of tools that help maintain the brand’s personal feel.
Hangouts and photos allow LateRooms.com to engage at a personal level with fans
The LateRooms.com +page features pictures of the members of the team, who also sign posts and messages by name. They’re using hangouts too, a feature unique to Google+ that offers high-quality video chat. By organising a hangout with renowned adventure expert Ray Mears, they effectively brought to life the idea LateRooms.com is not only a worldwide contender, but also one that you can also interact with on a one-to-one level.
Ripples help LateRooms.com identify brand influencers
Ripples are another distinctive component of Google+ and these help LateRooms.com identify brand influencers by showing how posts spread across the platform. LateRooms.com is approaching 600,000 followers on Google+, has had one post that has been shared over 2,500 times and another that’s been shared 2,000 times – and counting. Both of these garnered approximately 500 comments, the maximum allowed.
Next up: focusing on social extensions and circles
LateRooms.com focus areas include the use of circles, another feature unique to Google+, and expanding their use of social extensions. This feature is helping LateRooms.com obtain a higher number of brand recommendations, +1’s and direct traffic to their Google+ page. They’re benefiting from a 9% CTR uplift so far and have decided to enable social extensions on all their Adwords campaigns.
To learn how to replicate LateRooms.com’s success, read the full case study here.