The Evolution of Facebook Marketing
We’ll begin shortly…
Presenters

Jim Tobin

Anita Root

Joshua Gunderson

Founder, President
Ignite Social Media
@jtobin

Director, Member
Comm...
Agenda
•
•
•
•

Overview
Channel Strategies
Promotions
Learnings

#SocialRev
Carlson Rezidor Hotel Group

#SocialRev
Club Carlson

#SocialRev
5 Priorities for Social Media
1.
2.
3.
4.
5.

Create Brand Awareness
Evolve Brand Perception
Engage Customers Directly
Fos...
PRIORITIES

STRATEGIES

KPIs

Create Brand
Awareness

Leverage Social
Channels and
Industry
Influencers

Total Fans

Total...
Revenue Growth

#SocialRev
Revenue Growth

Carlson exceeded 2013 Social Media
Revenue Projections in Q1

#SocialRev
Channel Strategies
Driving Engagement on Facebook

#SocialRev
Property Photos are more
Successful

#SocialRev
Facebook Engagement Rates

#SocialRev
Engagement and Content
on Twitter

#SocialRev
“Retweet If…”
INCENTIVIZE
ENGAGE
HUMANIZE
#SocialRev
Twitter Engagement Rates

#SocialRev
Promotions
Triple Points Promotion
I’m A Fan

#SocialRev
Results: Facebook Fan Growth

#SocialRev
Key Learnings & Insights
Cross-Pollination Drives Revenue

Customer
Database
Club Carlson
Social

Email Marketing

Other Carlson
Social Properties
...
Measurement Requires Discipline

#SocialRev
A Hybrid Content Mix
Works For Us

ENGAGEMENT
TYPE
•
•
•
•
•

CONTENT
TOPIC
•
•
•
•
•

Like/Retweet This
Fill-in-the-blank...
Engagement or Revenue?

#SocialRev
Community Growth = Revenue Growth

#SocialRev
Questions?
#SocialRev
Thank you.
Want to learn how to measure your Social ROI?

Download:
Six Ways to Measure Social ROI
bit.ly/MeasureSocialROI
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Community to Cash: The Art of Building Social Media Marketing Campaigns that Drive Revenue

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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

Published in: Social Media, Business, Technology
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  • Jim: Tell us about Club Carlson and how you fit into the Carlson Rezidor Hotel Group?Carlson: Answer.Jim: And being a part of this larger group provides a distinct advantage for Club Carlson and your social media marketing efforts…Carlson: talk about how the other brands impact reach of social media marketing efforts
  • Jim:Jim to Anita: Anita, tell us about your roleJim to Josh: And your role Josh?
  • Talk about how each Carlson brand has it’s own objectives. How this fits into Carlson Rezidor’s overall social media marketing prioritiesClub Carlson is an umbrella to drive
  • revenue from Promoted Posts accounted for 29% of all revenue generated on Facebook.Posts with revenue driving links launched on the same day as a Promoted Post also assisted in generating revenue .Promoted posts play and will continue to play an important role in generating online revenue for Club Carlson.We’ve done “X” promoted posts
  • Percentage of online bookings vs tradition. (with out disclosing specifics). Could it be true that FB is contributing as a larger driver of bookingsNow that online booking is the norm – what’s next? Social media.
  • What Carlson is doing is working – let’s talk to you about why and how
  • Here’s how we think about Revenue in terms of facebookWhat’s working? What hasn’t worked? Why? How has your strategy evolved?
  • What types of content are you posting on the Club Carlson Facebook Page? How does this support your goals?Organic vs. Promoted Posts How do you measure success?
  • As a measure of content effectiveness, we look at virality and engagement rates to indicate the level of fan involvement in content published on Facebook.On average Promoted Posts had an 800% increase in reach over the quarterly average.Revenue from Promoted Posts accounted for 29% of all revenue generated on Facebook.Club Carlson fans are more engaged than ever before. From Q4 2012, Club Carlson’s Facebook page had a 38% rise in average daily reach and 116% in social actions.
  • What’s working? What hasn’t worked? Why? How has your strategy evolved?
  • What types of tweets are most successful
  • Increased tweeting cadence and follower engagement in Q1 2013 contributed to a 234% rise in impressions over Q4.
  • Promotions work because of your content mix – not just asking people to book, book, book…
  • “I’m a Fan” and Triple Points Returns drove 15% more net new fans than all of 2012 combined.Based on Q1 engagement and virality rates , which stayed consistent with the huge spike in fans, shows that “I’m A Fan” drove quality fans that have and will continue to interact with the Club Carlson page.Highest fan growth occurred during programs. It is important to have a consistent cadence of programs and promotions moving forward in order to keeps fans engaged and grow the overall fan base.
  • Talk about Fan Growth. Jim: What caused this spike in Fan Growth?Answer:Two of our programs which we’ll delve into more deeply in a little bit drove 15% more net new fans than all of 2012 combined.Fan growth delivered qualified, targeted fans to Club Carlson.Josh and Anita: talk about fan growth and how it impacts reach – more fans may mean reach isn’t as high initially – this is why you want quality fans: you don’t just want the numbers to increase and engagement to decrease.
  • There are “traditional” promotions and in order to make those work we have to leverage our other channels and assets
  • Moving forward, we will create “Hybrid” categories, using a combination of engagement types (left column) and content topics (right column) in each and every post.Posts will include engagement techniques to create conversation and links based on the content topics to generate revenue and lead users to Carlson Rezidor websites. The Engagement category had the highest engagement & virality numbers, but the Promotions category generated the most revenue.
  • You surpassed a lot of expectations – Do you have any pressures from higher-ups to drive revenue? Do they understand that content mix and other elements play into this? Customer service elements. the more fans and the more engaged fans we are seeing a huge pay-off with revenue dividends
  • Hard to set a goal for since this is new and always changing
  • Community to Cash: The Art of Building Social Media Marketing Campaigns that Drive Revenue

    1. 1. The Evolution of Facebook Marketing We’ll begin shortly…
    2. 2. Presenters Jim Tobin Anita Root Joshua Gunderson Founder, President Ignite Social Media @jtobin Director, Member Communication and Engagement Club Carlson - Americas Manager, Campaigns and Communications Carlson Rezidor Hotel Group #SocialRev
    3. 3. Agenda • • • • Overview Channel Strategies Promotions Learnings #SocialRev
    4. 4. Carlson Rezidor Hotel Group #SocialRev
    5. 5. Club Carlson #SocialRev
    6. 6. 5 Priorities for Social Media 1. 2. 3. 4. 5. Create Brand Awareness Evolve Brand Perception Engage Customers Directly Foster Loyalty Generate Revenue #SocialRev
    7. 7. PRIORITIES STRATEGIES KPIs Create Brand Awareness Leverage Social Channels and Industry Influencers Total Fans Total Organic Impressions Evolve Brand Perception Engage Customers Directly Bring Brand to Life with Engaging Content for Target Market Foster Loyalty Drive Revenue Drive Engagement via Social Campaigns and Promotions Average Post Virality Average Post Engagement Rate Revenue
    8. 8. Revenue Growth #SocialRev
    9. 9. Revenue Growth Carlson exceeded 2013 Social Media Revenue Projections in Q1 #SocialRev
    10. 10. Channel Strategies
    11. 11. Driving Engagement on Facebook #SocialRev
    12. 12. Property Photos are more Successful #SocialRev
    13. 13. Facebook Engagement Rates #SocialRev
    14. 14. Engagement and Content on Twitter #SocialRev
    15. 15. “Retweet If…” INCENTIVIZE ENGAGE HUMANIZE #SocialRev
    16. 16. Twitter Engagement Rates #SocialRev
    17. 17. Promotions
    18. 18. Triple Points Promotion
    19. 19. I’m A Fan #SocialRev
    20. 20. Results: Facebook Fan Growth #SocialRev
    21. 21. Key Learnings & Insights
    22. 22. Cross-Pollination Drives Revenue Customer Database Club Carlson Social Email Marketing Other Carlson Social Properties #SocialRev
    23. 23. Measurement Requires Discipline #SocialRev
    24. 24. A Hybrid Content Mix Works For Us ENGAGEMENT TYPE • • • • • CONTENT TOPIC • • • • • Like/Retweet This Fill-in-the-blank Question Announcement Trivia #SocialRev Hotel Spotlight Deals Packages Loyalty Spotlight Destination Spotlight
    25. 25. Engagement or Revenue? #SocialRev
    26. 26. Community Growth = Revenue Growth #SocialRev
    27. 27. Questions? #SocialRev
    28. 28. Thank you. Want to learn how to measure your Social ROI? Download: Six Ways to Measure Social ROI bit.ly/MeasureSocialROI

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