1. Confidential, Page 1, 12/6/12
Social Media
Marketing Plan
Prepared for the
Renaissance Palm Springs
December 10, 2012 to March 10, 2013
2. Confidential, Page 2, 12/6/12
Table of Contents
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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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3. Confidential, Page 3, 12/6/12
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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4. Confidential, Page 4, 12/6/12
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:
Communication Education Entertainment Collaboration
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:
Communication Education Entertainment Collaboration
5. Confidential, Page 5, 12/6/12
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:
Communication Education Entertainment Collaboration
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:
Communication Education Entertainment Collaboration
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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:
Communication Education Entertainment Collaboration
6. Confidential, Page 6, 12/6/12
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
14. Confidential, Page 14, 12/6/12
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)
15. Confidential, Page 15, 12/6/12
Community Management Check List
Last Quarter Promotion Graphics
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18. Confidential, Page 18, 12/6/12
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
19. Confidential, Page 19, 12/6/12
☐ 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.
20. Confidential, Page 20, 12/6/12
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
Hilton 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
Competitor!!!!!!!!!!February/January/December
Channel Posting Content
Hotel
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21. Confidential, Page 21, 12/6/12
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
Competitor!!!!!!!!!!!!!February/January/December
22. Confidential, Page 22, 12/6/12
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
February/January/December
23. Confidential, Page 23, 12/6/12
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
!FebruaryJanuaryDecember
!
24. Confidential, Page 24, 12/6/12
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
!FebruaryJanuaryDecember
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