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Ignite Social Media Founder & President Jim Tobin and special guests Anita Root and Josh Gunderson from Carlson Rezidor Hotel Group give us an in-depth view of how they are using social media marketing to drive revenue and retain loyal customers. This webcast teaches us: - How to grow your communities by targeting and acquiring qualified fans and followers - How to develop a content strategy that will engage and mobilize your communities - How to turn your communities into revenue platforms
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The Evolution of Facebook Marketing
We’ll begin shortly…
#SocialRev
Jim TobinFounder, PresidentIgnite Social Media
@jtobin
Joshua GundersonManager, Campaigns and
CommunicationsCarlson Rezidor Hotel Group
Presenters
Anita RootDirector, Member
Communication and EngagementClub Carlson - Americas
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Agenda
• Overview• Channel Strategies• Promotions• Learnings
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Carlson Rezidor Hotel Group
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Club Carlson
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5 Priorities for Social Media
1. Create Brand Awareness2. Evolve Brand Perception3. Engage Customers Directly4. Foster Loyalty5. Generate Revenue
Create Brand Awareness
PRIORITIES STRATEGIES KPIs
Evolve Brand Perception
Engage Customers Directly
Foster Loyalty
Drive Revenue
Drive Engagement via
Social Campaigns and Promotions
Bring Brand to Life with
Engaging Content for Target Market
Leverage Social Channels and
Industry Influencers
Revenue
Average Post Engagement Rate
Average Post Virality
Total Organic Impressions
Total Fans
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Revenue Growth
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Revenue Growth
Carlson exceeded 2013 Social Media Revenue Projections in Q1
Channel Strategies
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Driving Engagement on Facebook
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Property Photos are more Successful
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Facebook Engagement Rates
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Engagement and Content on Twitter
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“Retweet If…”
INCENTIVIZE
ENGAGE
HUMANIZE
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Twitter Engagement Rates
Promotions
Triple Points Promotion
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I’m A Fan
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Results: Facebook Fan Growth
Key Learnings & Insights
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Cross-Pollination Drives Revenue
Customer Database
Email Marketing
Other Carlson Social Properties
Club Carlson Social
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Measurement Requires Discipline
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A Hybrid Content Mix Works For Us
ENGAGEMENT TYPE
CONTENTTOPIC
• Like/Retweet This• Fill-in-the-blank• Question• Announcement• Trivia
• Hotel Spotlight• Deals• Packages• Loyalty Spotlight• Destination Spotlight
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Engagement or Revenue?
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Community Growth = Revenue Growth
Questions?#SocialRev
Thank you.
Want to learn how to measure your Social ROI?
Download:
Six Ways to Measure Social ROI
bit.ly/MeasureSocialROI
