rps sm plan dec mar 2013

Confidential, , 12/6/12

Social Media

Marketing Plan

Prepared for the

Renaissance Palm Springs

December 10, 2012 to March 10, 2013


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 !

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Executive Summary Thank you for continuing to dedicate resources to a partnership that recognizes the importance of social media marketing in today’s 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, we’d 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 YDM’s 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.

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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:


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:



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:


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:


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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, Instagram’s 100 million users, 5 billion uploaded photos, and one billion dollar purchase price by Facebook indicate its growth is not slowing down. Channel Effectiveness:



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


Prior Plan Metrics


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Strategy

Adjusted Strategies New Strategies

• Post about seasonally specific events within the area

• Encourage other local business to visit our page and cross promote

• Encourage twitter fans to visit our Facebook page

• Continue to target the LGBT community • Continue using promoted posts as a way

to generate a higher reach • Continue to use Facebook advertising to

promote sponsored stories and increase fan growth

• Promote other social channels to help build awareness (Pinterest, Instagram, etc)

• Focus on building relationships with local businesses

• Provide added incentive to share content posted by the property

• Use promoted posting to increase fan engagement regarding contests and other material

• Give guest incentives to find and engage on Facebook for on property promotions via handout

• Continue partaking in online discussions • Keep the conversational tone consistent

to help keep the Renaissance voice clear • Converse with locals regarding the Palm

Springs lifestyle • Use links pertaining to current events to

help push click rates

• Target Travel bloggers and travel enthusiasts • Expand on relationships built from the prior

quarter • Tweet local current events • Focus on a Twitter based contest prize to help

grow numbers • Give guest incentives to find and engage via

Twitter for property promotions via handout

• Continue showcasing the Palm Springs lifestyle (fashion, art, lifestyle)

• Continue including a Pinterest portal for the current contests

• Continue adding boards that are holiday specific (Christmas, New Years, Valentine’s Day)

• Follow other boards and users to increase fan engagement

• Comment on pins that are specific and relevant to our current boards

• Promote our Pins on other social channels • Begin adding a “voice” to Palm Springs by

commenting on things outside of the hospitality spectrum

• N/A: Instragram was introduced as a new channel for the property

• Incorporate property photos to highlight Renaissance Palm Springs

• Use extensive hashtags to expand our reach • Follow Palm Springs local business and

community leaders to help build relationships

• Continue to encourage fans and followers to leave more reviews to increase rankings

• Notify management of any negative reviews

• Promote positive reviews on other social media outlets

• Use user uploaded photos with consent for other channels (Instagram)

• Continue encouraging fans and followers to leave reviews to increase ranking

• Promote positive reviews through other social channels

• Notify management of any negative reviews

• Possible Yelp offer or discount • Showcase user uploaded photos on other

channels (Instagram)


Community Management Check List

Last Quarter Promotion Graphics

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Last Quarter Contest Graphics

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Reporting with Promotions/Advertising


Contest HEADLINE

A lot LIKE Love…

BRIEF DESCRIPTION

We want to help you celebrate the love of your life.

Just like your feelings grew larger and larger for that special someone, so does our A Lot LIKE Love contest prize!

The more people that enter, the larger the prize grows, and the closer our LIKE turns to Love.

HOW TO WIN

Fill out the entry form below for a chance to win.

And don’t forget to share with your family and friends!

BONUS ENTRIES (OPTIONAL)

N/A

PRIZE CATEGORIES PRIZE(S)

☐ Grand Prize/Runner Up TBD**

Suggested Prize:

20 Entries: Complimentary Dinner for 2

35 Entries: Couples Getaway Package

50 Entries: Spa Package for 2

Romance or Spa Package

☐ 1st, 2nd, 3rd…

☐ Choose Prize (either or)

☐ One Big Prize

☐ Package Prize

☐ Voting for the Prize

X Other (Step Up)

MODULES / FEATURES ENTRY FORM CAPTURES!

X Share Module X First, Last Name

Property Name: Renaissance Palm Springs

Contest Name: A Lot LIKE Love

Type of Contest: Enter to Win

Dates: Jan 14 – Feb 8


☐ Comment Module X Email

☐ Photo Uploader X Address (City, State, & Zip Code)

☐ Twitter Module (Link) ☐ Short Form Answer

☐ Pinterest Module (Link) ☐ Long Form Answer

☐ Other: ☐ Other:

DESIGN (OPTIONAL)

Sample Link:

http://www.aspieweb.net/wp-content/uploads/2010/08/aspergers-love.jpg

http://vimeo.com/36873964

http://bonfirehealth.com/wp-content/uploads/2011/09/love.jpg

http://thetravellerworldguide.com/wp-content/uploads/2012/06/love-hand-heart.jpg

Notes: N/A

TERMS & CONDITIONS

Only one Facebook entry is valid per person. Participants must be a US residence and at least 21 years of age. The chosen winner will be selected at random and will be contacted via the email provided. Winner will have 48 hours from send time to respond back in confirmation. After 48 hours has passed, winner relinquishes his/her prize and another winner may be chosen & notified. By entering the contest, you grant permission for Renaissance Palm Springs to announce your name with a photo you provide as the winner of this contest on our social media channels. By entering this contest, you agree to the terms & conditions that apply. Offer cannot be combined with any other promotions. Advance reservations required. Other restrictions apply. Rates are per room, per night and based on availability at the time of reservations. By entering this contest, you agree to the terms & conditions that apply along with agreeing to provide information listed in entry form. Blackout dates do apply. Airfare not included.


PACKAGES AMENITIES

Kids Eat Free Package Includes: • Deluxe Guest Room Accommodations • Meals from our Limited Kids

Cabana Package Includes:

• Deluxe Guest Room Accommodations • Choice of a standard Cabana or hard Cabana. • House Bottle of Wine or 4 Domestic Beers of your

Choice, Fruit Platter, Bottled Water !

Pet-Friendly Package Includes: • Deluxe Guest Room Accommodations • Complimentary Self Parking! • Complimentary Cocktail for 2 in Rocks

Ultra !Lounge! • Welcome Pet Amenity! & Map of local Pet

Friendly !Parks

Palm Springs Shopping Package Includes: • VIP shopping pass to the Desert Hills

Premium !Outlets • Two welcome signature beverages • Breakfast for two in the Date Restaurant

Couples Getaway Packages includes:

• Overnight deluxe accommodations • Chocolate dipped strawberries ! • One bottle of champagne • Breakfast for two in the Date Restaurant

Palm Springs Package Includes:

• !Deluxe Guest Room Accommodations • Breakfast for 2 at DATE Restaurant ! • Adult Tickets for the Aerial Tramway !

Government Package Includes:

• Deluxe Guest Room Accommodations • Breakfast Buffet for 1 at DATE Restaurant! • Self Parking for 1 Car !Wireless Internet

Business Package Includes:

• Deluxe Guest Room Accommodations • High Speed Wireless Internet Access! !Dining

Package Include

• Safe Deposit Boxes

• Largest Pool in Palm Springs

• Kid’s Pool with Sandbox Area

• Whirlpool

• Fire Pits

• State-Of-The-Art Fitness Center

• Valet Parking

• Corner Pantry

• Gift Shop

• Pet Friendly

• Biking Trail

• Business Center

Hi l ton Palm Springs

• Advance Purchase • Book Now and Save up to

40% • Bed and Breakfast • Triple your Trip • The Great Spa Giveaway • More Time for Each Other

Spa Resort Casino

• Palm Springs Perfection ! • Stay & Play Golf Package for

1or 2 • !Cabana In Paradise • Sweet Getaway

Joie De vivre Saguaro

• Ditch Fridays/Work • Eat, Drink, Sleep In • 7 Nights for $700 • Hot and Blonde • Saguaro Summer Spa • Desert Chef • Hollywood Hideout • !Take Me Higher • The Colors of Modern

Hyatt Regency Suites

• Senior Rates • !Hyatt Free Time • !AAA Summer Savings • !Couple Massage Package • Some Like It Hot • !Explore • !AARP Member Savings

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Hotel !


Hotel

SPECIAL PROMOTIONS & EVENTS GROUPS / MEETINGS

• Member Benefits

• Silver Benefits: 10 Qualifying Nights

• Gold Benefits: 50 Qualifying Nights

• Platinum Benefits: 75 Qualifying Nights

• Marriott Visa

• PointSaver

• DreamRewards Tracker

• Car, Flight, Cruise & Rail

• Hilton Palm Springs- Advance Purchase Rates

• Spa Resort Casino- Golf Package for 2

• Joie De vivre Saguaro Palm Springs- Hot and Blonde

• Hyatt Regency Suites Palm Springs- Some Like It Hot

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Outlets

POOL SPA DATE Rocks

• Largest pool in Palm Springs

• Grand Outdoor Pool !(Heated)

• Kid’s Pool & Play !Area (Heated)

• Whirlpool

• Towels Provided

• Private Cabanas

• Poolside Dining Service

• Patio Lounge with Fire pits

• Terrance Dining by DATE !Restaurant

Services, Treatments & Amenities:

• Body scrub

• Body wrap

• !Facials

• !Manicures/pedicures

• !Massages

• !Paraffin hand treatments

Signature Facials & Massages:

• Deep Cleansing Facial

• Gentleman’s Facial

• Age Defying Facial

• Eyelift Facial

• Swedish Massage

• Aromatherapy Massage

• Deep Tissue Massage

• Pre-Natal Massage

• Hot Stone Massage

• Couples Massage

• Chef Juan Leon

• !Modern décor !

• Trendy Menu Options

• Affordable

• Opens with Starbucks Coffee®

at 6am

• Liquor service begins at 11am

• Food service by DATE

Restaurant from 11am to 11pm !

• Bar & Lounge closes at 12am

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Market

LOCAL EVENTS ACTIVITIES

Dec 1: Annual Festival of Lights Parade

Dec 1: 2012 Aloha Palm Springs! Cheer and Dance Championships

Dec 1: A day with(out) Art/World AIDS Day

Dec 5: SPARKLE concert

Dec 11: Toys for Children

Dec 13: Walk of the Inns

Shopping

• Local Cabazon Outlets

• Desert Hills Premium Outlets

• El Paseo Shopping District

• Downtown Palm Springs

Golf

• Escena Golf Club

• Mesquite Golf & Country Club

• Tahquitz Creek Golf Resort

• Indian Canyons Golf Resort

• O’Donnell Golf Club

Theater and Entertainment

• The Plaza Theater

• Annenberg Theater

• McCallum Theatre

• Palm Canyon Theatre

Jan 3-14: Palm Springs International Film Festival

Jan 14: Modernism Week

Feb 27: Native Filmfest

**Begin Buzzing Stagecoach

**Begin Buzzing the White Party

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Market

HOLIDAYS CITY TRIVIA

Dec 1: World AIDS Awareness Day

Dec 4: Santas’ List Day

Dec 6: St. Nicholas Day

Dec 7: Pearl Harbor Day

Dec 24: Christmas Eve

Dec 25: Christmas

Dec 27: National Fruitcake Day

Dec 31: New Years Eve

• The Palm Springs stadium was once the spring training site of the Major League Baseball California Angels (now the Los Angeles Angels of Anaheim) of the American League from 1961 to 1993.

• Palms Springs is the highest concentration of mid-century modern architecture.

• When first built in 1959, an Alexander Homes sold for about $19,500. Today, they sell for anywhere from $300,000 (for a fixer) to $1 million depending on neighborhood, size and condition.

• The Mesa started off as a gated community developed in the 1920s near the Indian Canyons.Noted residents have included Zane Grey, Clark Gable, Carole Lombard, Suzanne Somers, Herman Woulk, Barry Manilow and Trina Turk.

• About 75% of the homes built in Palm Springs have private pools. !

• More than 2000 years ago, Palm Springs’ first residents were the ancestors of today’s Agua Caliente Band of Cahuilla Indians.

• Between 1947 and 1965, the Alexander Construction Company built some 2,200 houses in Palm Springs effectively doubling its housing capacity.

• As early Hollywood prospered, Palm Springs grew into a destination with a worldwide reputation for first-class hotels, modern architecture, and year-round fun.

Jan 1: New Year’s Day

Jan 11: Human Trafficking Awareness Day

Jan 20: Inauguration Day

Jan 21: Martin Luther King

Feb 3: Super Bowl

Feb 14: Valentine’s Day

Feb 18: Presidents Day

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rps sm plan dec mar 2013

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