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Innisfree Digital MediaOne Year
17 Social Websites85,815 Website Visits
Vanity Website Performance$67,892 in sales on brand.com referred
12 Facebook Pages22,357 Facebook Fans
Fans Have 7,373,999 Friends5,242 Facebook Updates
7926 Customer CommentsRecord
Weekly Reach
187,105 (Hampton OB)
Total Weekly Reach as of
February 15th
546,100
Brand Audience Reach &Engagement (BARE)
% of Engaged Fans
BARE drives Reach. Reach drives Sales.Our fans are more engaged than Lady Gaga’s.
HIR .06%Hilton PB .18%Hampton PB .13%Hampton OB .23%HGI .26%HIX .27%
Fish House .02%Margaritaville .007%Hilton Sandestin .014%Oreo Cookies .008%Lady Gaga .015%
Facebook Engagement Strategy
Virtual Concierge
Talk To Us
RandomActs of
Fun
Content Production(Visual and Written)
47 Blog Posts
Twitter Stream404 Twitter Followers
1446 Tweets Klout Score 50
Go Pensacola 23
MacQuires 14
Hilton Sandestin 23
Alabama Beaches 41
PNJ 41
Visit Pensacola 44
Hilton Brand 59
6 Google+ Brand Pages319 People Have Us in Their Circles
1 Customer Interaction
Stephen Levy, Wired Magazine: “The startling transformation of standard Google Search into an amplifier of social content means that no matter how you cut it brands must participate in Google+.”
Flickr Stream1989 Photos
Uploaded, Edited, Posted and Tagged
5733 Photo Views
Custom Channel1 Video
Visual Merchandising
9 Trip Advisor Pages
9 Yelp Pages
7 Google Places Pages
2 Urbanspoon Pages
8 Foursquare Accounts
Claimed, Populated & Implemented Best Practices
Emergent Social Platforms
I'm officially addicted to Pinterest. Shit. ;)
Structuring an Innisfree Marketing Campaign
CoordinatedCreative
InnovativeFocusedEfficientStrategic
Strategy is Always the Same:
Reach & Post ViewsOrganic Search.Generate Leads.
Conversions.Awareness.
Loyalty.3rd Party
Recommendations.
Differentiate with great guest
experience & fun times.
Innovate, test, tweak and repeat.
Strategies
GoalSell Rooms
Reach
OrganicSearch
MoreConversions
BrandAwareness
BrandLoyalty
Differentiation& Fun
RandomActs of Fun
RandomActs of Fun
RandomActs of Fun
RandomActs of Fun
Talkto Us
Talkto Us
ContentCuration
ContentCuration
ContentCreation
ContentCreation
ContentCuration
ContentCreation
FacebookAds
FacebookAds
FacebookContests
FacebookContests
SocialMediaDeals
Presenceon Emergent
Social ChannelsEvents
Tact
ics:
Innovate, Test, Tweak, Repeat
KeywordResearch
TraditionalSEO
ContentCreation
ContentCuration
Google + GooglePlaces
New Leads
Tact
ics:
Innovate, Test, Tweak, Repeat
Social MediaDeals
FacebookAds
FacebookContests
ContentCreation
ContentCuration
WebsiteOptimization
Landing PageOptimization
ReservationEfficiency
Review SiteBest Practices
Review SiteBest Practices
VirtualConcierge
SocialDeals
Events
VirtualConcierge
Events
Tact
ics:
Innovate, Test, Tweak, Repeat
Tact
ics:
Innovate, Test, Tweak, Repeat
Tact
ics:
Innovate, Test, Tweak, Repeat
Tact
ics:
Innovate, Test, Tweak, Repeat
Tact
ics:
Innovate, Test, Tweak, Repeat
End of the World Campaign
End of the World ROISales Sales Total Room Nights Hilton Pensacola Beach $3,751.00 22 Hampton Pensacola Beach $3,420.00 34 Holiday Inn Resort Pensacola Beach $12,969.00 131 Hampton Orange Beach $3,960.00 43 Hilton Garden Inn Orange Beach $1,918.00 21 Holiday Inn Express Orange Beach $1,544.25 16
Totals $27,562.25 Ad Spend Spend Post Views Clicks Cost Per Click (CPC)PNJ Print Ad $468.75 39,000 0 0 PNJ Digital Ad $390.00 30,000 90 $4.30 Gambit Digital Ad $600.00 80,222 111 $5.40 Gambit Email Blast $800.00 8,876 60 $13.33 Graphic Design & Contest Management $932.00 0 0 $0.00 Facebook Paid Ads $2,019.42 6,662,265 3,175 $0.64
Totals $5,210.17 6,820,363 3,436
Food ForThought.
2012 Predictions Worthy of Our
Attention
Social Media marketing will just be called marketing.
Moved from growth to saturation.
Dominant form of online content.
So Lo MoThings that make you say hmmmmm.
42% of American hotels reservations were made with a mobile device in
2011.
iphone sales just surpassed the global birth rate.
ipad user spends 6 times more time with your
content.
Products like PayPal Wallet will connect location, deals
and purchasing through your phone.
86% of Americans access mobile internet
while watching TV.
Facebook WinsSocial Commerce. You will buy
stuff on Facebook.
Facebook data will determine overall direction for content development and marketing
campaigns.
Content marketing & customer engagement will consume 65%
of brand marketing budgets. Facebook will be primary platform.
Hotel chains will grapple with social engagement on Facebook where big brand scale is a hin-drance. Last month Holiday Inn introduced a Facebook landing
page that directs users to regional portals.
First Facebook marketing
conference is tomorrow. Expected to announce Timeline page for brands. Timeline will demand an increased focus on visual
merchandising.thanksfor liking us!
Find Your Female PeepsPeople who are most
passionate about what you’re doing are the
new ‘influencers.’ 60% of Facebook users will post about your product for a deal.
Female demographicis key to social
campaigns. They dominate online communities and have the most
influence.
Get SmartSocial Media Wild West is settled. Brands will start to demand smart
strategy & ROI.
Digital contentsharing, conversations
& professionalnetworking willbe vital to B2B.
Engage wherever, whenever and however.
Social data will be stored, mined,bought & sold.
Social engagementwill be rewardedwithin traditionalloyalty programs.
Blazing a Trail;Getting it Done
Organizations with more than 500 employees:16 full-time digital team members
6 people outside the core team working part-time8 outside contractors24 digital properties
Innisfree: 1 full-time team member
12 social media coordinators6 management supporters
2 outside contractors40 digital platforms
Right Here, Right NowEvery Website/Facebook Combination needs:
Social media coordinator for 8 hours/week.
Daily facebook updates.
Daily Google Plus updates.
Engage & respond to all comments.
Content curation.
Content creation; visual & written.
Implement Talk to Us, Virtual Concierge & Random Acts.
Help organize & host events.
Keep GM’s and sales staff informed.
Participate in & contribute to Basecamp discussions.
Attend training sessions and strategy meetings.
Can be anyoneas long as they have:
An instinct & passion for social media.
Amazing instinct for content curation.
Great communication skills.
Long-term commitment to Innisfree.
Access to a mac desktop computer,web cam, speakers & smart phone
or tablet.
Sales DepartmentParticipation
Each Sales Department Needs To:
Facilitate digital reservations.
Learn to carefully track ROI from digital campaigns.
Participate in the creation of social media deals.
Work on generate leads with Linked In.
Thoroughly review and quickly approve graphic materials.
Handle incidentals like sudden arrival of influencers.
Day to day support of social media coordinator.
Executive, GMs, DOS:
Participate in quarterlycampaign strategy meeting.
Define ROI goals.
Support sales teams &
social media coordinators.
Resilient StructureFive Year Vision
Directorof New Media
$$
Marketing AnalystManager
$$
MarketingCampaigns
PublicRelations
DisplayAds
Content Production(visual and written)
ContentCuration
Monitoring
Graphic Design$$$
TechnicalDevelopment
$$$
SEO/AnalyticsDevelopment
MarketAssessment
Paidper-click
Advertising
Leads &Conversions Reputation
Management
IntelligenceGathering
Sales FunnelOptimization
Strategy DevelopmentThe Social Ark - CEO, Executive Director of Strategy, Regional Director of Operations, Property General Manager, Director of Sales
SMCoordinator
$
SMCoordinator
$
SMCoordinator
$
SMCoordinator
$SM
Coordinator$
SMCoordinator
$
CommunityManagement
& Engagement