Social Marketing Hershey Entertainment & Resorts

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Internationally known American sculptor and artist James Hubbell believes we are passing through a gate from one age to another perhaps more profound than the changes medieval man faced with the rise of Humanism and the Renaissance.

There are big changes in the world and many of them affect our businesses. 1. “Our traditional business of media relations is affected by the shrinking news hole, as reporters are laid off in response to an unprecedented decline in advertising (digital pennies earned as print dollars are lost).” -Richard Edelman, Edelman Worldwide 2. At the same time, there is a proliferation of social media venues that are exploding; each one is potentially a customer touch point.

Management’s dilemma with social media. How to measure ROI: http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/ Measurable? Produces ROI? Powerful? Influential? [How to measure ROI: http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/ ] ROI is the wrong question; the question is: How much are you losing (ROE) by not being involved. ROI of Social Marketing “I think most companies who are honest admit their social media efforts are a bit of an experiment, defined by trial and error.” – B2B Online Marketing Blog Team http://bit.ly/yVf1o ROE of Social Marketing “ Many feel they need to look at the bottom line and therefore do sales pitches. We've always been much more about telling stories and providing interesting content about what's happening here…” Adam Wallace, Roger Smith Hotel http://bit.ly/uMUr3 ROI more in B2C Dell Makes $3M in sales through Twitter http://bit.ly/1vllN Publicize deals + refurbished products at @ DellOutlet since June 2007. More than 630,000 followers; directly responsible for $2 million in sales + another $1 million reportedly coming customers who use @ DellOutlet handle as an entry point to enter the company’s website and purchase. Blog post: Top Ten Hotel Brands A Tweet Above The Rest http://bit.ly/16ZARo (Marriott, Ritz Carlton, Hyatt, Joie de Vivre, Omni, Starwood, Morgans Hotels, Fairmont, Millennium, Tiara Hotels & Resorts) New B2B lead gen study shows social media becoming important lead driver (up to 15% of total). #b2b http://bit.ly/koFlV

ROI is the wrong question; the question is: How much are you losing (Return On Engagement) by not being involved. Talk about the Roger Smith Hotel ROI of Social Marketing “I think most companies who are honest admit their social media efforts are a bit of an experiment, defined by trial and error.” – B2B Online Marketing Blog Team http://bit.ly/yVf1o ROE of Social Marketing “ Many feel they need to look at the bottom line and therefore do sales pitches. We've always been much more about telling stories and providing interesting content about what's happening here…” Adam Wallace, Roger Smith Hotel http://bit.ly/uMUr3

The Roger Smith Hotel may be the most social media savvy hotel in New York -- if not the world. There's a blog . A Facebook fan page . A YouTube Channel . Over 3,000 Twitter followers . A Flickr photostream . And two guys behind all these efforts, both of whom winnowed their way into overseeing online marketing for the property following stints in food and beverage services at the hotel Q : You're leading into my next question. Could you tell me some of the goals of the hotel's social media campaigns? Adam Wallace : Room sales, obviously. Brian Simpson : Really what the internet and all these social tools have done for us is we get to do online hospitality the same was we'd treat a guest who walks through our door. We can do that without the walls being up. BS : Everything we do here is people-driven. We're 100 percent genuine. What you see online is what you get when you come here and visit the hotel. Jeff Jarvis ( synthesizer ), author of What Would Google Do? and the BuzzMachine blog, made $13,855 in 2007 from ad revenue on his blog. In his words, “ But Buzzmachine is what got me appointed as a journalism professor at the City University of New York Graduate School of Journalism (worth not quite six figures a year) and consulting and speaking gigs (worth a few times that in good times) and the contract for this book (worth about double those gigs). So over a few years, my weblog is easily worth seven figures. My cost: $327 a year for deluxe internet hosting.“ What Would Google Do? , page 55-56

1. 2007, Banff Lake Louise Tourism launched integrated social media program: weekly Real Banff video report, a blog, Facebook page Twitter profile 2. Aug 13, 2009, Crasher Squirrel photo “Photo of the Day” posted on National Geographic site. 3. “Within hours of the Banff Crasher Squirrel taking off as the newest internet meme, BLLT created a promotional YouTube video, [viewed 35,000 times 9.8.09] the @Banff_Squirrel on Twitter, a search engine marketing campaign based on the squirrel keyword, a Banff Crasher Squirrel Facebook page, and "Crashed" the homepage of the BLLT website with the curious rodent. “ 4. More than 82 Million Impressions around the world on TV, in print and online around the world PRESS RELEASE: Melissa Brandts : Lake Minnewanka in Banff National Park-Canada Photo-Crashing Squirrel Leads to Social Media Win for Banff Lake Louise Tourism Tue Sep 8, 2009 2:42pm EDT More than 82 Million Impressions around the world BANFF, AB, Sept. 8 /PRNewswire/ - Quick thinking and a well-established social media program helped Banff Lake Louise Tourism (BLLT) turn the latest global internet sensation into a marketing dynamo for Banff National Park."Two years ago, we launched an integrated social media program including the weekly Real Banff video report, a blog, Facebook page and Twitter profile,“ said Julie Canning, president and CEO of Banff Lake Louise Tourism. "When the"Crasher Squirrel" literally popped out of nowhere, our social media team was ready and able to quickly take advantage of the opportunity."Within hours of the Banff Crasher Squirrel taking off as the newest internet meme, BLLT had created a promotional YouTube video, the @Banff_Squirrel onTwitter, a search engine marketing campaign based on the squirrel keyword, aBanff Crasher Squirrel Facebook page, and had "crashed" the homepage of theBLLT website with the curious rodent. "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast. Those who are nimble can leverage communication opportunities like this to their advantage. Banff jumped on this opportunity without hesitation and the immediate results have been exceptional," said Greg Klassen, senior vice president, the CanadianTourism Commission. As the squirrel meme took off, BLLT also leveraged the efforts of developers who independently created applications to add the Banff Crasher Squirrel to Twitter avatars, "Quip-art" to superimpose the squirrel on websites and United Playco's Banff Crasher Squirrel iPhone application. BLLT negotiated with Quip-Art and Playco to include links to BLLT's website, create a customized iPhone app for BLLT use and include information on Banff and Lake Louise within the applications. BLLT then used the applications as a social media pitch to journalists and online influentials around the world, photo-crashing the Banff Squirrel onto each target's website. The pitches extended the news cycle and resulted in coverage on leading blogs including CNBC's Funny Business, National Geographic Traveler, Canada.com, the Twitter Blog, and many others“ The challenge wasn't to make the Banff Squirrel become more 'viral'", said Steve Wright, president of Arcade Consulting, BLLT's social media agency. "The real task was to harness the momentum of the Squirrel to direct attention backto Banff as a tourism destination. "BLLT also mobilized its tourism partners in Banff and Lake Louise to create squirrel-themed promotional packages, promoted the squirrel via the organization's blog and even arranged to have a pop-up cutout of the squirrel added to an outdoor billboard in Alberta. BLLT's quick response was rewarded when the tourism organization's YouTube video was featured on broadcast news reports including CNN's Situation Room and a wide range of other US-based channels. The @Banff_Squirrel on Twitter has attracted more than 1,000 followers and the "squirrel's" tweets have reached more than 385,000 Twitter users, placing @Banff_Squirrel in the top 98 percentile of Twitter users just two weeks after launch. "Banff Crasher Squirrel: The Movie" has been viewed more than 35,000 times, placing it among the most popular travel videos for the week in many countries including Canada, USA, UK, Poland and Australia. The video was also featured among the Top 10 of over Crasher Squirrel 1300 submissions on Buzzfeed.com, the site where the meme first took off. In total, BLLT estimates that the Banff Crasher Squirrel resulted in more than 82 million impressions on TV, in print and online around the world, popping up in more than 70 countries including Japan and China to India, the UK, South Africa and Australia. Photo to accompany releasehttp://www.banfflakelouise.com/content/download/13475/167595/About Banff Lake Louise TourismBanff Lake Louise Tourism is a destination marketing organization for the Town of Banff, Community of Lake Louise and Banff National Park. Supporting over800 businesses, our mission is to engage visitors in unrivalled, remarkable experiences with our membership. For travel media inquiries, please contact Tulene Steiestol at tulene@banfflakelouise.com, www.banfflakelouise.com. SOURCE Banff Lake Louise TourismTulene Steiestol, Senior Manager, Travel Media Relations, Office: (403)762-0290 Source: Reuters, Sept 8, 2009 http://bit.ly/16QFlN "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast.” -Greg Klassen, senior vice president, the Canadian Tourism Commission. Source: http://knowyourmeme.com/memes/crasher-squirrel “ About Crasher Squirrel, (a.k.a Scene-stealing Squirrel or Cheeky Squirrel) refers to the single character image macro of a squirrel randomly placed into photos. Origin The original photograph was taken by a Canadian couple who were vacationing at Lake Mineewanka; they set up their tripod on some rocks and posed for a picture together, when a squirrel was drawn by the shutter click and took the center stage. They submitted the photo to a National Geographic contest. The magazine posted it to an online gallery on Aug. 7. Photoshop enthusiasts have added the furry scene-stealer to family portraits, famous paintings, and even to the top of the Queen’s hat with a pile of nuts.” Source: Wikipedia: “A meme (pronounced /ˈ miːm / , rhyming with "cream" [1] ) is a postulated unit or element of cultural ideas, symbols or practices, and is transmitted from one mind to another through speech, gestures, rituals, or other imitable phenomena. “

Kimpton Hotels integrates traditional public relations (president Mike Depatie attends the NYU Hotel Conf and has an interview w/ USA Today’s hotel columnist, Barbara DeLollis. Barbara invites him to be a guest Q&A on her fall line up. It appears online and in the paper (distributed to hotel rooms throughout the US); the Kimpton Twitter and Facebook teams publicize it.

From the outside, social media can look like chaos, like India’s Ring Road in New Delhi. When you’re a participant – on Ring Road or in social media - and you get knocked down, pick yourself up, have a conversation, brush yourself off and keep going.

As a company, clearly express your core values; as an individual – be yourself. Your online communities will give you feedback.

Again, be who and what you are.

Contribute to your online and offline communities; be kind. Build social capital by adding value to your communities. Softscribe’s corporate culture manual is the classic book “How to Win Friends and Influence People” by Dale Carnegie.

Radian6, Twinfluence, Tweetstats.

HootSuite: has analytics; allows you to track multiple twitter accounts simultaneously. A step up from TweetDeck.

Twinfluence measures Hyatt St. Louis’ influence on twitter.

Tweetstats show which influencers, tweeters weigh in the heaviest + times of day.

FedEx and UPS Battle Heats Up over Provision that would make it Easier for FedEx to be Unionized Now, YouTube is Involved; What would be the Impact on Shippers? FedEx Rates up 20%? A mostly behind the scenes tussle in Washington DC went a lot more public this week, as FedEx took aggressively to new media to try to kill a provision in a upcoming bill that would make it easier for FedEx workers to unionize. At issue is a proposal that would change the current status of FedEx vis-à-vis labor law . Unlike UPS, FedEx is currently designated as falling under the Railway Labor Act (RLA), which makes labor organizing more difficult . That resulted from some odd regulatory history and a controversial 1996 provision that codified the FedEx status into law. As a result, per its RLA status, FedEx cannot currently be unionized on a location-by-location basis, but only through a company-wide vote – a much tougher mission for union organizers. The status takes on even greater impact with the potential for “card check” legislation that would enable local operations to organize without even needing a secret ballot, a bill many Democrats and President Obama seem to favor. UPS, on the other hand, is governed under the National Labor Relations Act, which allows location-level organization. Now, a provision to change FedEx’s status has been slipped into a largely unrelated bill reauthorizing the FAA (i.e., the Express Carrier Employee Fairness Amendment in the FAA Reauthorization Act). But that may in one sense be fair play, because the 1996 provision granting FedEx the RLA status was also put in an FAA reauthorization bill.

What people can do to your brand: © People of Walmart.com

Do you ever use Facebook, flickr, LinkedIn, Twitter? So do your constituents Ask them: via phone calls, online surveys: “How would you like to hear from us?”. People read an average of 8 news sources per day. People receive 3 to 5 impressions before they act. 64% of C-level execs conduct 6+ searches per day to locate business information #b2b http://bit.ly/koFlV

Don’t take on too much - Social media takes significant time to execute well and see results. Focus is critical. No one – including IBM, Cisco, Intel, or other big B2B names – has been successful trying to tackle blogging, Facebook, Twitter, message board participation, etc., all at once. Do use social media as a content play for your brand - Refine your content strategy by monitoring key word searches, plugins like “Share This” and Twitter hot topics to gauge most the popular topics in your area of expertise. The key is not just blasting out your message but creating SEO-friendly and unique content that your audience is looking for online. Don’t spam - Spam is a big problem online and only getting bigger thanks to all the social media testing going on out there. Producing quality content is vital to long-term success. Don’t sacrifice quality for a few more followers or blog visitors. Period. Remember your company’s reputation is on the line. Do figure out what works for you What are the right social media metrics to measure? total branded impressions delivered, twitter follower growth, click through rate on tweets, blog repeat visits.

Fast Search Tactics That Provide Direct Results (use keywords): Research keyword phrases LinkedIn - personal, business Google Profile - personal Squidoo – lensmaster profile; Submit existing articles + create lens for Chartres Lodging + products Optimize press releases, distribute on PRWeb Facebook profile: personal, business (maybe Plaxo and MySpace, too) YouTube, Flickr and Slideshare HubPages and Knol

Three steps for a PR professional migrating into Social Media: Know thyself StrengthsFinder Wellness - sustainable Get Technical Get Organized.

Thank you. And questions, please give me a shout at julie@softscribeinc.com, 404.256-5512, or sign up for my free quarterly www.marketingsnacks.com. Ciao. Julie Keyser-Squires, CEO, Softscribe Inc.

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Social Marketing Hershey Entertainment & Resorts - Presentation Transcript

HERSHEY’S PR, Interactive, Brand Teams Snack on Social Media. Sweet. October 5, 2009
Pacific Portal - San Diego, CA Pacific Portal - San Diego, CA by James Hubbell
Credit: http://bit.ly/705ZL
Source : Aedhmar Hynes, CEO, Text 100 Global Public Relations, Digital Impact Conference May 2009, http://bit.ly/TwB6J
- Measurable?
- Produces ROI?
- Powerful?
- Influential?
Management’s Dilemma
ROI of Social Marketing or ROE of Social Marketing?
Why make social marketing a priority?
- Social media: here to stay.
- Reduces cost drivers; requires minimal capital expenditures.
- $ value of social media compared to cost.
- Competitors participate.
- Boosts Search Engine Optimization.
ROI of Social Media
- Dell Makes $3M in sales through Twitter http://bit.ly/1vllN
- Blog post: Top Ten Hotel Brands A Tweet Above The Rest
- http://bit.ly/16ZARo (Marriott, Ritz Carlton, Hyatt, Joie de Vivre, Omni, Starwood, Morgans Hotels, Fairmont, Millennium, Tiara Hotels & Resorts)
- New B2B lead gen study shows social media becoming important lead driver (up to 15% of total). #b2b http://bit.ly/koFlV
Banff Lake Louise Tourism Crasher Squirrel: 82 Million Impression$.
- Source : Reuters, Sept 8, 2009 http://bit.ly/16QFlN
My husband and I were exploring Lake Minnewanka in Banff National Park-Canada…” –Melissa Brandts "The power of social media allows smaller destination marketing organizations to compete on the world stage -- provided they act fast.” -Greg Klassen, senior vice president, Canadian Tourism Commission .
Social Media Culture.
Source : Rachel Happe, Principal and Founder, The Community Roundtable, Digital Impact Conference May 2009, http://bit.ly/HrNs9
Culture: Transparent http://missaniela.com/gallery/onblack/202669991
Culture: Authentic http://2wanderlust.files.wordpress.com/2008/10/gandhi-wheel.jpg Gandhi idea : Rachel Happe, Principal and Founder, The Community Roundtable, Digital Impact Conference May 2009, http://bit.ly/HrNs9
Culture: Benevolent http://www.iop.org/activity/grants/Benevolent_Fund/img_mid_30247.jpg
Hershey Team Snacks on Social Media. Sweet.
Get Personal . YOU. StrengthsFinder 2.0 http://marketingsnacks.com/?p=183
Get Technical.
- Suggested “mentors” to follow on Twitter:
- @ChrisBrogan – social media
- @B2BOnlineMktg
- @LeeOdden - SEO
Get Mentors.
Listen. Radian6
Listen. HootSuite
- www.twinfluence.com for @ChocolateSpaPR
Listen.
- www.twinfluence.com for @colonialwmsburg
Listen.
- www.twinfluence.com for @BGescape
Listen.
- www.tweetstats.com for @HersheyCareers
Listen.
- www.tweetstats.com for @BGescape
Listen.
Listen. FedEx Social Media attack on UPS
UPS uses YouTube for Social Media ad campaign Mid 2008 FedEx launches SM ‘Bailout’ attack against UPS June 9, 2009 Listen.
Listen. People of Walmart
Where are your customers in the world of social media? Prepare.
Prepare
- Define clear, scalable goals.
- Take small steps.
- Use social media as a content play for your brand.
- Avoid spamming.
- Figure out what works for you.
Source: B2B Online Marketing http://bit.ly/pKAlD
Hub and Spoke Business Goals + Core Values LinkedIn Twitter Facebook YouTube + other videos eNewsletters Editorial Press Releases Messaging Central + Website
Engage.
- twitter.com/HersheyCareers
Engage. www.facebook.com
Measurement
- Measurement tools:
Source: B2B Online Marketing http://bit.ly/pKAlD
“ Search is the new homepage.” – Steve Rubel, Edelman Worldwide Tactics Source: Stacy Williams, Prominent Placement July 2009
Sea Ranch Chapel, CA by James Hubbell Imagine.
We Work For You.