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I was asked to make a keynote presentation to Oregon Restaurant and Lodging Association to lay out a scenario where marketers need to stop spreading themselves so thin and go deep in a few core marketing channels. Instead of providing wonky, detailed charts of testing frameworks and overwhelming data, this is a visual presentation that compares the digital marketing landscape to NATURE and how different species have different strategies to survive, adapt, and thrive. As marketers, we are overwhelmed. We're constantly feeling like we should be doing more even though we are already stretched so thin. First, it was maintaining a great website, making sure it was search engine optimized, then it was building out an email marketing program, a PPC program, then Facebook and Twitter came along and we dove in, now there are dozens of new marketing channels that are being added to our marketing mix at a dizzying pace - Foursquare, Pinterest, Instagram, TripAdvisor, Yelp, LinkedIn, optimizing for mobile, and the list goes on and on. As marketers, we need to start with our primary goal and, at every step, make sure our marketing activities map back to helping us achieve that goal. Ask "why?" at every turn. Often, so many of us are doing something new just to do it instead of being strategic about our efforts.
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NURTURE STRATEGY ON NATURE’S TERMSTaking A Page From The Science Books
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
FOUNDED IN 2002
19 EMPLOYEES
LOCATED IN PORTLAND, OREGON
FIND US
eROI.com
We’re a Digital Marketing
Agency that mixes
creativity + strategic
thinking with an emphasis
on customer insight and
data-driven optimization—
or what we call Creative
Performance.
MEET eROI
The digital landscape is burgeoning ahead, expanding at ever-dizzying rates.
With so many mouths to feed, how can you keep up?
Businesses need a framework for survival…
THE MARKETOPPORTUNITYTHE SURVIVAL GAME
THE MARKETOPPORTUNITYTHE SURVIVAL GAME
MEGA-BREEDERS NURTURERS
SOME OF ‘EM GOTTA SURVIVE, RIGHT? LOVE = LONGEVITY
MEGA-BREEDERS NURTURERS
HAVE A GAME PLANTHROW IT AT THE WALL & SEE IF IT STICKS
MEGA-BREEDERS NURTURERS
HAVE A GAME PLANTHROW IT AT THE WALL & SEE WHAT STICKS
WHICH ONE ARE YOU?
MOST ARE A MIX
THESE ARE LONGEVITY-PRONE MEGA-BREEDERS
MARKETING MIX
ONGOING PROGRAMS CAMPAIGNS & EMERGING
Website/Blog
Email Marketing
SEO/SEM
Mainstream Social Media
Periodic Campaigns
Mobile Codes
Other Social Media Brand Online Display
?????
HOW DO YOU STRIKE THE RIGHT BALANCE?
WHAT DRIVES NATURE’S DECISIONS?
NOURISHMENT
REPRODUCTION/SPECIES SURVIVAL
HEALTH ENVIRONMENT
SAFETY
THE ECONOMICS OF SURVIVAL
ROCK35%
FORAGE25%
SLEEP15%
HUNT25%
WHAT DRIVES MARKETING DECISIONS?
EN
VIR
ON
MEN
T
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
NOURISHMENT
REPRODUCTION/SPECIES SURVIVAL
HEALTH
SAFETY}
TIME ALLOCATION
Digital Marketing “Economics”
BUDGET ALLOCATION
1 INCREMENTAL SALES 2 NEW LEADS 3 COMMUNITY GROWTH
EROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG
Biggest Barriers to Success
EROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG
IT BEGINS WITH SPECIFIC GOALS
HOW ARE THINGS PERFORMING?
SPEND + MAN HRS
PLUS +/- IMPACT ON BRAND OR BUSINESS ACTIVITIES
REVENUE GENERATED
WHY?
QUALITY
TIME &RESOURCES
AUDIENCEKNOWLEDGE
REACH
BUDGET
What is factoring into the performance?
WHAT SURVIVES? WHAT NEEDS TO ADAPT?
…AND HOW?
RELOCATION GENETICCHANGE
EXTINCTION
…AND HOW?
REALLOCATION OPTIMIZATION DISCONTINUATION
BALTIMORE SUNAN EXAMPLE IN ACTION
23
BALTIMORE SUNDIGITAL AUDIT & STRATEGY
WE BEGAN WITH A THOROUGH DIGITAL AUDIT
AND IDENTIFIED AREAS OF OPPORTUNITY
Brand Consistency
Content Quality
Insider Site Experience
Insider Membership Promotion
Email Communications
Social Strategy
Paid Search Continuation
Display Ad Optimization or Discontinuation
BALTIMORE SUNDIGITAL AUDIT & STRATEGY
AND IDENTIFIED AREAS OF OPPORTUNITY
Brand Consistency
Content Quality
Insider Site Experience
Insider Membership Promotion
Email Communications
Social Strategy
Paid Search Continuation
Display Ad Optimization or Discontinuation
BALTIMORE SUNDIGITAL AUDIT & STRATEGY
WHY? Depth of audience knowledge not reflected in outreach
Budget, time & resources were under-allocated
THEN MAPPED OUT A PRIORITIZED PLAN
BALTIMORE SUNDIGITAL AUDIT & STRATEGY
3 multi-channel campaigns around key events in Q3 & Q4
1 2
{ Brand Alignment
Registration Process Improvement
Email Overhaul
Social Media Strategy
1-3 mo.3-6 mo.6-12 mo.
Increase Digital Subscriptions & Sun Insider Memberships
RESTAURANT LANDSCAPEHOW PEOPLE CHOOSEHOW TO ALIGN YOUR EFFORTSHOW HOULIHAN’S IS DOING IT SMART
28
RESTAURANT DISCOVERYSeries 1
48.9% RECOMMENDATIONS FROM FRIENDS, FAMILY & CO-WORKERS
22.8% CONSUMER REVIEW SITES(YELP, ZAGAT, URBANSPOON…)
9.4% FOOD BLOGGERS
7.6% NEWSPAPER CRITIC
5.2% RESTAURANT WEBSITE
4.4% GOOGLE SEARCH
1.7% FOOD NETWORK SHOW
DISCOVERY VALIDATION
27.7%
CONSUMER REVIEW SITES(YELP, ZAGAT, URBANSPOON…)
25.2 OTHER FRIENDS
Series 1
16.5% GOOGLE SEARCH
27%
RESTAURANT WEBSITE
16.4% FOOD BLOGGERS
1
23
80%
DO ADDITIONAL RESEARCH AFTER RECEIVING A RECOMMENDATION
RESTAURANT TRIAL & SHARING
UP TO
25%WOULD GIVE A RECOMMENDATION IF ASKED
AND DON’TFORGET…
THEY’RECHECKINGIN
MAPPING TO THE CUSTOMER
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
• SOCIAL MEDIA• REFERRAL PROGRAM• REVIEW SITE PROFILES & REPLIES• SEARCH ENGINE PROFILES• INFLUENCER PROGRAM
• REVIEW SITE PROFILES & REPLIES• YOUR WEBSITE/BLOG• BLOGGER OUTREACH
• FOOD/SERVICE/AMBIENCE• CHECK-IN REWARDS• RECOMMENDATION/REFFERAL REQUEST• EMAIL SIGN-UPS
• FOOD/SERVICE/AMBIENCE• CHECK-IN REWARDS• REFFERAL PROGRAM• EMAIL COMMUNICATION• LOYALTY PROGRAM
RESTAURANT INDUSTRY SCORECARDSO
CIA
LW
EB
SIT
E
MORE SOPHISTICATED SITES (50% ARE MOBILE-OPTIMIZED)
MANY DON’T HAVE WEBSITES
1-3 LOCATIONS 4+ LOCATIONS
UNDER-UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE
DOING FAIRLY WELL ON FACEBOOK
BETTER AT LEVERAGING LOCALIZED SOCIAL (YELP, FOURSQUARE, TWIITER)
EVEN LESS UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE
SURVEYED EMAIL LIST
CREATED INVITE-ONLY SOCIAL NETWORK OF INFLUENCERS & ADVOCATES
10K MEMBERS (2010)
HOULIHAN’S HAS A HANDLE ON IT W/ 1 PERSON TEAM
HQ
JAN ‘08 JAN ‘09 MAR ‘09 MAY ‘09 ??
200K SUBSCRIBERS
LAUNCHED @HOULIHANS
FOLLOWERS:3,269
RESPONSIVE
LAUNCHED HOULIHANS PG.
FANS:45,146
MODERATEENGAGEMENT
“FOODY CALL” SMS SPECIALS PROGRAM
RUN BY LOCATION MGRS
30K SUBSCRIBERS (2010)
SLIGHTLY FRAGMENTED (BOARDS), BUT ON RIGHT PATH
17 BOARDS366 FOLLOWERS
BIRTHDAY SPECIALS
BEHIND THE SCENES ACCESS
HOTEL LANDSCAPE2012 TRENDS IMPACTING HOTEL MARKETING2012 MARKETING BUDGET ALLOCATIONSA FRAMEWORK FOR 2013 PLANNING
35
2012 TRENDS IMPACTING HOTEL MARKETING
SOCIAL MEDIA REVIEWS/CHATTER MOBILE
VERIFIED REVIEW FRAMEWORKS
SHORT-FORM & MOBILE-BASED REVIEWS INCREASED
SEMANTIC TECHNOLOGIES MADE FOR SMARTER SENTIMENT ANALYSIS
MOBILE PHOTO SHARING
INCREASING BLUR BETWEEN ONLINE & OFFLINE
LOCATION-BASED SERVICES EXPANDED BUSINESS VALUE OFFERINGS
FACEBOOK CONTENT FILTERING
SOCIAL PRIORITIZATION IN SEARCH
NICHE SOCIAL (PINTEREST, INSTAGRAM)
GUEST-SOURCING
COMPANY-WIDE SOCIAL MEDIASTRATEGY & PARTICIPATION
HOTEL INDUSTRY 2012 DIGITAL MARKETING TRENDS
Website redesign/design
26%
SEO
22%SEM (Paid Search)
21%
Email Marketing
19%
Online Display (Banner Ads)
12%Mobile Marketing
23%
Local Search/Linking
21%Social Media
20%
Retargeting/Re-marketing
18%
Online Video
18%
BUDGET ALLOCATION(CORE 5 INITIATIVES)
BUDGET ALLOCATION(“HOT”/TRENDING)
HOTEL INDUSTRY 2013 DIGITAL MARKETING BUDGET
CORE INITIATIVES
58%CAPITAL GAINS/CONSULTING
27%
BIZ-NEED CAMPAIGNS
15%
Sales
CORE INITIATIVES
25% SEM
8% SEO
5% SHOW PRICES CPC PROGRAM/TRIPADVISOR
5% MOBILE WEBSITE & MARKETING
4% REMARKETING & RETARGETING
3% SOCIAL/LOCAL/MOBILE
2% TABLET WEBSITE
2% EMAIL MARKETING
2% ONLINE VIDEO
2% REPUTATION MGMT.
CAPITAL GAINS,CONSULTING & OP.S
15% WESITE REDESIGN & CMS TECHNOLOGY UPGRADE
8% CONSULTING & CAMPAIGN MGMT.
2% WEB ANALYTICS & CAMPAIGN TRACKING
2% WEBSITE OPERATIONS
BIZ-NEEDS DRIVENCAMPAIGNS
15% MULTI-CHANNEL INITIATIVES TO TACKLE CONCRETE BIZ NEEDS
The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.html
SOCIAL SAVVYHOTEL MAX & ANVIL MEDIA
+ +
GOAL:
INCREASE SALES & BRAND AWARENESS WITH NO ADDITIONAL BUDGET
SOLVE:
TWEET-UP (COCKTAILS, APPETIZERS & TOURS)
15% TWITTER DISCOUNT
RESULTS:
80 TWEET-UP ATTENDEES (GUESTS)4,000 RE-TWEETS36% LIFT IN FOLLOWERS37% INCREASE IN TWITTER-BORN REVENUE (2% OF MO. BOOKINGS & GROWING)
SOCIAL SAVVYRITZ-CARLTON ON FOURSQUARE
+GOAL:
CONNECT WITH POTENTIAL CUSTOMERS IN AN INCREASINGLY MOBILE WORLD
SOLVE:
EXTEND CONCIERGE SERVICE TO PUBLIC VIA FOURSQUARE
RESULTS:
6,229 FOURSQUARE FOLLOWERS
HUGE SPIKE IN TIPS MARKED “DONE”
INTERNALIZING REPUTATIONCITIZEN M MAKES IT COUNT
+GOAL:
DRIVE POSITIVE GUEST REVIEWS
SOLVE:
ESTABLISH AN OPERATIONAL PROGRAM INCLUDING PROCESSES FOR INCORPORATING FEEDBACK, FEEDBACK COLLECTION TOOLS & EMPLOYEE SUPPORT
RESULTS:
RAPID PRODUCT/EXPERIENCE IMPROVEMENT
HIGH REVIEW SITE RANKINGS
DRAMATIC SOCIAL FOLLOWING INCREASE
+ + +
FORMULA FOR SUCCESS?
ADAPTATIONSELECTION/STRATEGY
THANK YOULET’S HAVE A CONVERSATION.
RYAN [email protected]@ryanbuch
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
![[Challenge:Future] Nature's Bounty](https://img.dokumen.tips/doc/110x75/58adf8651a28abf0628b5523/challengefuture-natures-bounty.jpg)
