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Anvil Media SoMe Award Submission 2014
 

Anvil Media SoMe Award Submission 2014

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Anvil Media's 2014 submission for the 'Dream Team' SoMe Award, highlighting our social media success with local Cannon Beach hospitality company, Martin Hospitality.

Anvil Media's 2014 submission for the 'Dream Team' SoMe Award, highlighting our social media success with local Cannon Beach hospitality company, Martin Hospitality.

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Anvil Media SoMe Award Submission 2014 Anvil Media SoMe Award Submission 2014 Presentation Transcript

  • 2014 SoMe Award Submission Dream Team
  • The Client 2 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Martin Hospitality Martin Hospitality is a hospitality group operating 5 properties in and around Cannon Beach, Oregon. Like many coastal businesses, these properties experience a slow season from October to April. Martin Hospitality hired Anvil to develop and implement a social media campaign that would help to maintain reservations in the off-season. 3 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • The Campaign 4 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Making Great Memories 5 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Post content that encourages fans to complete an action (clicks to the website, reservations) Implement Facebook ads to supplement organic efforts Post highly shareable content that inspires fans to create stories Objective: Utilize Facebook to increase reservations in the off-season Strategy: Increase brand awareness, engagement, and referrals to the website Tactics:
  • 6 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. To accomplish our client’s objectives, Anvil created & posted..
  • 7 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. ..content that told stories
  • 8 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. ..content that evoked emotion
  • 9 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. ..content that captured the essence of each property
  • The Challenges 10 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Limited Conversion Tracking The Challenge - The application used for online reservations takes users off-site to complete the transaction, without bringing them back on-site The Opportunity - Anvil implemented Google Tag Manager to track clicks on menu items and reservations - Anvil used Facebook Advertising to offer specials and promotions, complete with a promo code traceable to each advertisement 11 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Limited Organic Reach The Challenge: - Facebook has continued to decrease organic reach for Pages, making it difficult to communicate with followers The Opportunity: - Anvil implemented Facebook Ads to supplement organic efforts - Custom audiences were developed for each property for precise targeting - Campaigns targeted potential followers and existing followers - Content & communication differed for each audience 12 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 0 0.2 0.4 0.6 0.8 1 Average Organic Reach Organic Reach
  • The Results 13 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Reach & Awareness - During the campaign, total followers increased 74.6% - After Facebook Advertising was implemented in November, reach increased significantly 14 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 0 0.5 1 1.5 2 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Average Total Reach Organic Reach Total Reach
  • Engagement - Engagement levels rose significantly throughout the campaign - Actions with the most weight (comments and shares) were the hardest to impact, but increased steadily during this time 15 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. **Engagement on promoted posts was excluded from this report 0 50 100 150 200 250 300 350 400 450 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Post Engagement Comments Likes Shares
  • Referrals to Website - Since users are able to make reservations on the website, one of Anvil’s key KPIs for the campaign was referral traffic from Facebook - Since implementing the campaign in August, referral traffic has increased 42% 16 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. 0 50 100 150 200 250 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Facebook Referrals to Website Social Referrals
  • Conversions - Since there was limited conversion tracking in place, Anvil used several outlets to report conversions. These included: - Post-stay satisfaction survey - Employee feedback - Use of Promo Codes - Guest feedback 17 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Thank you!