Rps sm plan dec mar 2013

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  • Confidential, Page 1, 12/6/12

    Social Media

    Marketing Plan

    Prepared for the

    Renaissance Palm Springs

    December 10, 2012 to March 10, 2013

  • Confidential, Page 2, 12/6/12

    Table of Contents

    !Executive Summary ....................................... 3

    Channel Education ........................................ 4

    Goal Setting ................................................. 6

    Prior Plan Metrics .......................................... 7

    Strategy ..................................................... 14

    Community Management Check List ............ 15

    Last Quarter Contest Graphics ..................... 16

    Reporting with Promotions/Advertising....17

    Contests .................................................... 18

    Channel Posting Content ............................. 20 !

    !

  • Confidential, Page 3, 12/6/12

    Executive Summary Thank you for continuing to dedicate resources to a partnership that recognizes the importance of social media marketing in todays business world. The Yo!Dog Marketing team is committed, as always, to helping Renaissance Palm Springs achieve its goals by providing unparalleled service.

    The enclosed social media plan incorporates the findings, strategies, and tactics of Yo!Dog Marketing in relation to Renaissance Palm Springs. This plan includes the following channels:

    Facebook Twitter Pinterest Instagram Trip Advisor Yelp

    In addition to the channels we have currently established your presence on, wed like to begin exploring opportunities on Pinterest, a new up and coming social media channel that has been proven extremely effective for driving traffic.

    The daily evolution in social media requires a living breathing plan that can be react quickly to changes in the online atmosphere; therefore, please understand this plan merely touches on the highlights of YDMs strategies and tactics.

    Yo!Dog Marketing is excited about the next steps in the social media development of Renaissance Palm Springs. Ultimately, the involvement of your team will be instrumental in determining the success of your social media plan. Yo!Dog Marketing appreciates promotional items, on-the-ground news, photos, and updates. We strongly believe that social integration into your overall hotel marketing is what sets apart good from great new media marketing.

    If you have any questions regarding your plan or social media services, please contact your community manager or the Director of Community Management, Courtney Elston. Also, be sure to follow our blog for updates about our company, social media, marketing, and our latest offerings.

    !

    !

  • Confidential, Page 4, 12/6/12

    Channel Education

    Social Media

    PINTEREST An online pinboard where you can organize the things you love, Pinterest allows users to create visual collections of images. They can comment on and like pins from other users and add others pins to their own boards through the repin function. Pinterest currently has 13 million users and 87 million total visits, but their reach continues to exponentially increase. The average time each visitor spends on the site is over 15 minutes. Women make up 80% of the user base, and 55% of users are ages 25-44. Most users have at least some college education and make $25K-$75K/year. Travel, crafts, gifts, DIY (do-it-yourself), and food are some of the most popular pin themes. Channel Effectiveness:

    Communication Education Entertainment Collaboration

    FACEBOOK A social network where users create profiles, add other users as friends and exchange information via updates, photos, shared links and more. Users may join common interest groups, play games, plan events, and "Like" businesses and organizations. Facebook is currently the 2nd most visited site on the internet. They have over 750 million users, with more than 250 million of those users being mobile users who access Facebook twice as much as non-mobile users. 50% of the active users log in on a daily basis. The majority of users range from 18-24 years old and 55% of all Facebook users are female. The average user has 130 friends and is connected to 80 community pages, groups and events. Channel Effectiveness:

    Communication Education Entertainment Collaboration

    TWITTER A social networking and micro-blogging site that focuses on the use of 140 characters or less to compose a message known as a tweet. The format was created to work with SMS / cell phone text messaging. Twitter is one of the top 10 most visited sites. They have over 200 million users, with an average of 460,000 new accounts created daily. Users, which are largely female (52%), make over 140 million tweets daily, averaging 1,200 tweets per second. The largest age group of Twitter users range from 24 to 39. Channel Effectiveness:

    Communication Education Entertainment Collaboration

  • Confidential, Page 5, 12/6/12

    Image & Video

    Review Sites

    YELP Yelp is an important review site where users post & read reviews for all types of businesses, ranging from restaurants to dentists. Businesses can claim listings, respond to reviews, post photos, and link their website. Users can also post their own photos pertaining to that business. There are over 53 million users on Yelp that have written over 20 million reviews. The majority of users are female (55%) and range from 18- to 34-years-old (42%). Channel Effectiveness:

    Communication Education Entertainment Collaboration

    TRIPADVISOR As the largest travel site on the web, TripAdvisor has restaurants, hotels, flights, cruises, vacation rentals and more with user generated reviews and an organic popularity index by neighborhood. TripAdvisor also includes features to assist people in planning and booking their trips all from one website. Paid enhanced listings allow businesses to link their website and include additional information. There are over 65 million monthly visitors, more than 1 million businesses, 93,000 destinations, 520,000 hotels and over 8 million user-uploaded photos. Users in the United States are largely female (52%) and the largest age demographic is 35-54 (48%). Users in the U.S. are 862% more likely than the general U.S. internet population to spend $5,000-$7,499 on online travel. Channel Effectiveness:

    Communication Education Entertainment Collaboration

    !

    INSTAGRAM This mobile social network relies almost solely on visual expression. Popularized through its fast beautiful photo sharing, Instagram has become the go-to source for digital self-expression and recording of social events. Users take photos, add filter to change the look of it, then upload it via their mobile device. Other users can like or comment on the photos. Instagram now boasts more daily mobile users and more time spent in the app than Twitter, and their reach continues to grow with the 2012 addition of an Android-ready app. For a social network less than two years old, Instagrams 100 million users, 5 billion uploaded photos, and one billion dollar purchase price by Facebook indicate its growth is not slowing down. Channel Effectiveness:

    Communication Education Entertainment Collaboration

  • Confidential, Page 6, 12/6/12

    Goal Setting

    Non-Monetary Goals!

    *(Next plan goals may differentiate depending on a timely execution of all aspects of the SMP including 1 contests)"

    SOCIAL MEDIA

    CHANNEL PRIOR PLAN GOAL ACTUAL ACHIEVEMENT % GOAL ATTAINED NEXT PLAN GOAL

    Gain 350 new fans by

    the end of Plan 2. 302 Fan Growth

    86%

    Maintain 300 new Fans by the end of Plan 3.

    850k Impressions by

    the end of Plan 2. 508k Impression 60%

    Maintain 500 new Impressions by the end of Plan 3.

    1,400 Stories created

    from our Page Posts

    by the end of Plan 2. 732 Page Posts 52%

    Gain 700 new Stories created from our Page Posts by the end of Plan 3.

    85 User Posts by the

    end of Plan 2. 26 User Posts 31%

    Gain 20 new User Posts by the end of Plan 3.

    3.5k Page Views by

    the end of Plan 2. 2.2k Page Views 63%

    Maintain 2k new Page Views by the end of Plan 3.

    Gain 85 new followers

    by the end of Plan 2. 60 Followers 71%

    Gain 45 new Followers by the end of Plan 3.

    Add 5 influential users

    to public lists. 8 Users added to

    public lists 160% Add 5 influential users to public lists.

    35 Retweets by the

    end of Plan 2.

    29 Retweets 83%

    Maintain 30 new Retweets by the end of Plan 3.

    15 Replies by the end

    of Plan 2. 17 Replies 113%

    Gain 20 new Replies by the end of Plan 3.

    50 Other Mentions by

    the end of Plan 2. 38 Other Mentions 76%

    Maintain 35 new Other Mentions by the end of Plan 3.

    150 Clicks by the end

    of Plan 2. 55 Clicks 37%

    Gain 45 new Clicks by the end of Plan 3.

    Monetary Goals

    Promo Code for F&B Outlet Facebook and Twitter offers Local Awareness of spa, pool/deck, restaurant and lounge

  • Confidential, Page 7, 12/6/12

    Prior Plan Metrics

  • Confidential, Page 8, 12/6/12

  • Confidential, Page 9, 12/6/12

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  • Confidential, Page 12, 12