Increasing Social Media Engagement With Branded Posts

INCREASING SOCIAL MEDIA ENGAGEMENT WITH BRANDED POSTS Case Study Period: May 1, 2014 - Nov 21, 2014

Date: 11.22.2014

Created by: Sergey Gusarov Digital Marketing Manager Eau Palm Beach Resort & Spa 100 South Ocean Blvd. Manalapan, FL. 33462 Phone +1 561.540.4946 linkedin.com/in/svgusarov

WWW.EAUPALMBEACH.COM

CONTENTS

1. GENERAL INFORMATION 2. OBJECTIVES 3. TARGET AUDIENCE 4. KEY MESSAGE 5. IMPLEMENTATION 6. RESULTS 7. SAMPLE POSTS


GENERAL INFORMATION

About The Company:

Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive

Five-Diamond Luxury Resort located directly on the Atlantic Coast of

Florida.

Sitting on seven acres of oceanfront beach, the property boasts 309

elegant guestrooms and suites all with over-sized balconies or

terraces. The award winning Eau Spa is 42,000 sq.ft. of pure

indulgence. Other resort amenities include four distinct restaurants

and lounges, tennis courts, ocean cabanas and aquatic sports desk.


OBJECTIVES

As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential clientele in order to:

Establish strong brand presence on Social Media Channels;

Convey the brand’s vision and values and engage the online audience

Incentivize the existing fans and attract new ones to inspire visitation.

The company chose Facebook as the most cost effective delivery platform, utilizing the network’s huge popularity and advanced

advertising capabilities.

The main goal of the campaign was to reach out and engage potential clients

on social networks in order to increase brand awareness and brand loyalty.


TARGETING

The campaign targeted social media users – mainly male and female leisure travel consumers aged 34- 65 in the North East area and

in the state of Florida, including:

Existing Facebook fans and Twitter Followers;

Previous clients and website visitors;

Audiences targeted with promotional and sponsored posts.


KEY MESSAGE

The key to differentiating Eau Palm Beach Resort & Spa from other luxury properties is in conveying its vision of “New-Fashioned

Luxury” with a promise of an outstanding luxury experience with unscripted and intuitive service that is far surpassing industry

standards and customers’ expectations.


IMPLEMENTATION

The result was a highly targeted campaign with a series of branded online posts

designed to resonate with the audience’s lifestyle and expectations and guide users

from inspiration to visitation.

To meet the challenge and achieve the objectives a multistep approach has been developed that included the following stages:

Analyzing the company’s situation, establishing clear and well defined objectives, metrics and KPIs.

Developing online personas. Defining and segmenting the targeted audience.

Conducting the competitive analysis. Identifying and analyzing the best practices in the industry.

Developing a comprehensive communication strategy:

o The appropriate Social Media channels for posting the branded content (Facebook and Twitter);

o Posts’ types and themed content topics. Appropriate images and messages; Image formatting;

o Best times and dates for posting.


PERFORMANCE AND RESULTS

As the result of the campaign, Eau Palm Beach Resort & Spa’s Facebook page and Twitter account experienced a sharp increase in

the audience’s engagement with the posts.

Facebook

Engagement (compared to the average):

Likes + 102,7 %

Comments: + 52,5 %

Shares: + 95 %

Twitter

Engagement Rate (compared to the average): + 142,3 %


SAMPLE POSTS : FACEBOOK








SAMPLE POSTS : TWITTER
