Personal engagement in the digital age:

Targeting audiences and ROI

Martin Kubler, CEO, sps:affinity@martin_kubler

Hello!

• CEO of sps:affinity

• Founder of Iconsulthotels

• MBA in Marketing & Innovation from GIHE

• Likes: Vegan food, strong coffee

• Dislikes: Okra

• Adjunct lecturer at MODUL University, Dubai

• Columnist for Hotelier Middle East, Travel & Tourism News Middle East, HBME

• Keynotes: GITEX (Dubai), HTF (Las Vegas), ITHS (Oman)

SHOW ME THE ROI!

In today’s business climate, Social Media is a “nice to have”,

not a “must have”…

You don’t need social

media. Your guests want it!

• Social media has become

another communication channel

and source of information.

• Guests like to have a choice.

• Many guests prefer social

media, because it is very fast.

• Your social media presence is

now part of the overall

impression guests form of your

property.

• Like any other

communication / sales /

information channel, social

media has an ROI.

Yesterday’s Guests

• Passive Consumption

• One-Way Communication

• One Thing at a Time

Today’s Guests

• Sharing & Interacting

• Multi-Way Communication

• Same Time & Now

One ROI? Many ROIs?

Wide ROI (“Fuzzy” ROI)

• Social media engagement

• Online reviews

• Newsletter subscribers

• “Having a presence” and being part of the

conversation

• Social “intelligence”

Narrow ROI (“Hard” ROI)

• Rooms sold via social media

• Tables booked via social media

• Paid social media marketing (kind of…)

The Problem with ROI

• Measuring “fuzzy” ROI is

often difficult

• Measuring “hard” ROI

requires correct tracking &

data

• Generally, measuring ROI

requires cross-departmental

teamwork

• Do you know what you’re

measuring & why?

Know your Metrics

• Consumption metrics: How

many people viewed,

downloaded, or listened to a

piece of content?

• Sharing metrics: How resonant

is your content?

• Lead-gen metrics: How often

does content consumption result

in a lead?

• Sales metrics: How many sales

can be attributed to the content?

Technicalities

• Facebook Pixels & Insights

• Twitter Tags

• Platform Verifications

• Website Structure & Usability

Consider this:

https://www1.melia.com/en/hotels/qatar/doha/melia-doha/restaurants.html

Understanding your Audience: The Key to

Increasing ROI

What’s in a Funnel?

Who are you Talking to?

Who are you Talking to?

Person Place Product Priority Purchase

Age Country Topic When Online

Sex Urban Subject May Shop

Social

Group

Rural Summer Community

Language Next Week

Right Message, Right Time, Right Platform

Measurements & Analytics

• Platform Insights

• Dashboards

• On & Offline Interplay

• Website Analytics

What Else?

The Diamonds <-> Water Paradox

Even though water provides a higher utility than diamonds,

diamonds are more expensive than water? Why?

Water is plentiful in most places, so its marginal utility is low

-> low price

Diamonds are scarce and their marginal utility is high

-> high price

Be a Diamond. Beat the Substitution Effect!

Substitution Effect: The change in quantity demanded of a good or

service caused by the change in price relative to its substitutes.

Suppose the price of a Pepsi Cola falls, while the price of a Coca Cola

remains unchanged.

Consumers will buy more Pepsi Cola, because relatively, it’s less

expensive than Coca Cola.

Examples

• Total Spend: AED 700

• Reach: 10,400 People

• Clicks: 944

• Results: Advance

bookings increased from

less than 50/month to

over 100/month

Examples

Spend: AED 500 Reach: 170,270

Thank You! Please Connect!

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