the roi of social media. enter the 2013 social hotel awards:
TRANSCRIPT
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THE ROI OF SOCIAL MEDIA
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HostJeff WeinsteinEditor in ChiefHOTELS Magazine
Expert AnalystAmy Jo MartinFounder, Digital RoyaltyLas Vegas
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Diana PlazasDirector of Global Brand MarketingDoubleTree by Hilton
PANELISTS
Scott Warriner, Senior Manager Marketing Best Western
Matthew ClydeChief StrategistIdeas Collide
Kerri HoldenSenior Director of Public Relations – Americas, Four Seasons Hotel Austin
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Diana PlazasDirector of Global Brand MarketingDoubleTree by HiltonDiana Plazas (@dianap)
DoubleTree by Hilton’s Cookie CARE-a-van
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Cookie CARE-a-VanTo launch the new brand, DoubleTree by Hilton decided to feature its world-famous cookie in a BIG way: The DoubleTree by Hilton Cookie CAREavan Tour, a nationwide bus tour to deliver cookies and smiles from coast to coast and evangelizing the tenets of the new DoubleTree brand.
Marketing Objectives:• Generate awareness of DoubleTree by Hilton's rebranding and the meaning behind
the brand• Increase Doubletree by Hilton Facebook "likes" and Twitter followers • Increase community engagement • Reward loyal and engaged fans and followers• Increase Hilton HHonors member registration• Encourage Sweet Deals email Registration• Generate social public relations buzz• Generate positive sentiment in the social ecosystem
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1 Truck + 50 States + 25th Anniversary
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Digital Royalty
OMD
Larid+Partners
Ketchum
Gensler
Organic
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1,000 employees
125 DoubleTree by Hilton Hotels
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The Tour “Hub”
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• Socialites Program• #SweetBreak Stops• Cookie Truck Contest • Public relations • Blogger outreach • Partnerships• Charity involvement
Integrated Campaign
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• 270,000 Cookies • 120% increase in Facebook “Likes”• 10,000+ Sweepstakes entries • 130 Foursquare check-in’s • 1,200 print & online features• 230 broadcast features • 2 billion impressions
The Results
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Our Top 5 2011 Insights
Personalized, humanized, “delightful” One simple message Employee/property relevant; localizable Current Integrated among all disciplines
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Return on Influence
• May = 87• June = 95• July = 116• August = 125
44% increase in ROI score for August compared to
May
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Matthew ClydeChief Strategist, Ideas Collide
Scott Warriner, Senior Manager Marketing Best Western
Best Western International’s “Be A Travel Hero” Facebook promotion
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® 2013 Ideas Collide Inc.
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The Four Seasons Austin “Say I Do” and “2012 Wedding Trends” Pinterest boards
Kerri HoldenSenior Director of Public Relations – Americas, Four Seasons Hotel Austin
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A Very Pinteresting Platform
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What is Pinterest ?
Online Pinboard – with a social media twist
Rapidly growing social media network
“Chick magnet”
Aspirational Motivator
Driver of Website Traffic
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Four Seasons Austin on Pinterest Started pinning January 2012
Guiding Principles
-70/30 Rule
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Four Seasons Austin on Pinterest Early Accolades
“
”
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Quintessential Austin
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Wedding Trends 2012
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Bucket List Adventures
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Interaction on Pinterest
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Ultimate Austin PinTrip
May 1-31, 2012
Austin CVB Partnership
Fan-Gated Facebook Tab
Contest Overview
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PinTrip Results
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Best Practices in Pinterest Pace Yourself
The Golden Rule
Pretty, Pretty Pictures
Compelling Captions
but…Pin Credit Where Credit is Due
Join the Conversation
Don’t Forget to Have Fun
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QUESTIONS & ANSWERS
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FOR MORE INFORMATION
Jeff Weinstein, HOTELS: [email protected] Warriner, Best Western: [email protected]
Matthew Clyde, Ideas Collide: [email protected] Plazas:Kerri Holden:
Amy Jo Martin:
Webinar recording and PowerPoint presentation will be emailed to you within 48 hours.
For more information:www.hotelsmag.com