Inbound Marketing 101
   Digital Marketing Strategy
       In the Internet Age

  Laura Levy Shatkin
  Chief Strategist
  ...
Outbound Marketing




January, 2010       © L-Squared Productions, inc
                      www.theWineMagnet.com       ...
Blockers




January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        3#
Traditional vs New
Outbound Marketing                            Inbound Marketing
• Telemarketing                        ...
Where’s Everyone?

   285 million watched TV monthly
                              *Nielsen A2/M2 Three Screen Report

 ...
Blog       Social Media                        SEO




                                               Source: Hubspot.com
...
Video Validation
                  Impact of Social
                  Media is Akin to a
                    Revolution in...
Key: Getting Found Online
        Use social media as part of Inbound
        Marketing specifically to:
•       Create

•...
Create Optimize Promote
                create content, listen, participate. share




January, 2010            © L-Square...
ObamaNomics Online




January, 2010       © L-Squared Productions, inc
                      www.theWineMagnet.com       ...
Hospitality Industry 2010
                Resolutions/ Projections
 1 Online Channel ONLY growth channel for 2010
 2 At ...
Enough of the WHAT & WHY




                Let’s Get to the HOW

January, 2010      © L-Squared Productions, inc
       ...
January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        14#
Without A Social Media Strategy
                  Even Best Brands Fail..Why?




January, 2010          © L-Squared Produ...
Social Media Strategy Steps
1. Identify Audience




January, 2010   © L-Squared Productions, inc
                  www.th...
2. Platform Development & Design




January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com ...
3. Brand Campaign Integration




SM
Strategy




January, 2010   © L-Squared Productions, inc
                  www.theWi...
4. Content Creation & Coordination
Keep your social media program as tight,
 consistent and as highly controlled as
 possi...
5. Goal Mapping




January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        20#
6. Audience Generation
-A result of attentiveness & dialogue with
-Or through creativity like Queensland…




January, 201...
   Over 200,000 views in first 24hrs
   Over 1 million visits to site in 30hrs
   Over 30,000 video applicants submited...
Best Place to Listen in Hotel Industry




January, 2010   © L-Squared Productions, inc
                  www.theWineMagne...
FREE !

                         Valuable Data and Metric FREE


Get More Buzz:




January, 2010    © L-Squared Productio...
January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        26#
8. Community & Social Responsibility




“People Want to Align themselves with a Brand
  that shares their Values Today”
 ...
9. Community Engagement and
  Response-- Lots of Followers!




January, 2010   © L-Squared Productions, inc
             ...
10. Customer Service




January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        29#
A Few Hospitality Firms…




January, 2010   © L-Squared Productions, inc
                  www.theWineMagnet.com        3...
Criteria for New Marketers
Digital Citizens

                                                      Analytic Chops




Web ...
PALMER HOUSE
           SOCIAL MEDIA PROJECT
 •Create a strategy
 with these steps

 •Develop best
 practices for each

 •...
Hospitality Social Media Marketing Online
Hospitality Social Media Marketing Online
Hospitality Social Media Marketing Online
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Hospitality Social Media Marketing Online

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I presented my social media and online marketing strategies at Roosevelt University's Manfred Steinfeld School of Hospitality and Tourism Mangement Marketing course. The class will now use the venerable Palmer House Hotel as a test study and implement the ten steps of this social media marketing strategy. The information in this presentation represents the strategy we consult on and implement at the social networking and blogging consultancy, www.theWineMagnet.com.

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Hospitality Social Media Marketing Online

  1. 1. Inbound Marketing 101 Digital Marketing Strategy In the Internet Age Laura Levy Shatkin Chief Strategist Twitter @theWineMagnet 1
  2. 2. Outbound Marketing January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 2#
  3. 3. Blockers January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 3#
  4. 4. Traditional vs New Outbound Marketing Inbound Marketing • Telemarketing • SEO / SMO • Trade shows • RSS • Direct mail • Blogging • Print ads • Social Media • TV/radio ads • Free tools/trials • Email blasts • Public Relations Interruption Permission January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 4#
  5. 5. Where’s Everyone?  285 million watched TV monthly *Nielsen A2/M2 Three Screen Report  48.4 million daily newspaper circulation *Audit Bureau of Circulations & Pew  14 billion core searches monthly *comScore Media Metrix January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 5#
  6. 6. Blog Social Media SEO Source: Hubspot.com January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 6#
  7. 7. Video Validation Impact of Social Media is Akin to a Revolution in Communications Watch the Story of Social Media January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 7#
  8. 8. Big PICTURE Social Media Tools are the “Tactics”of You Social Media Strategy This looks a lot like a Marketing Plan and it should! January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 8#
  9. 9. Key: Getting Found Online Use social media as part of Inbound Marketing specifically to: • Create • Optimize • Promote Next-Leverage Attention into Revenue: Convert, Analyze & Track January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 9#
  10. 10. Create Optimize Promote create content, listen, participate. share January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 10#
  11. 11. ObamaNomics Online January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 11#
  12. 12. Hospitality Industry 2010 Resolutions/ Projections  1 Online Channel ONLY growth channel for 2010  2 At least 10% of marketing budget should go to SM  3 Adopt Multi-Channel marketing, with SM as the hub  4 Make Direct Online booking channel key focus  5 Make hotel website more Web 2.0 friendly  6 Take full advantage of all aspects of social marketing, assuring you have the time and personal to maintain RESULTS: increase traffic to site, good for SEO, fosters “friend” referrals, increases hotel bookings…measureable  7 Invest in online Video  8 Be more present and active in real-time marketing Social Media Plays Key Role in ALL! Source: Hospitality eBusiness.com January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 12#
  13. 13. Enough of the WHAT & WHY Let’s Get to the HOW January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 13#
  14. 14. January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 14#
  15. 15. Without A Social Media Strategy Even Best Brands Fail..Why? January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 15#
  16. 16. Social Media Strategy Steps 1. Identify Audience January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 16#
  17. 17. 2. Platform Development & Design January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 17#
  18. 18. 3. Brand Campaign Integration SM Strategy January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 18#
  19. 19. 4. Content Creation & Coordination Keep your social media program as tight, consistent and as highly controlled as possible Identify you consumer personas Maintain consistent Brand Identity January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 19#
  20. 20. 5. Goal Mapping January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 20#
  21. 21. 6. Audience Generation -A result of attentiveness & dialogue with -Or through creativity like Queensland… January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 21#
  22. 22.  Over 200,000 views in first 24hrs  Over 1 million visits to site in 30hrs  Over 30,000 video applicants submited  Over 1100 TV placements about contest  "This is one of the most ground-breaking tourism campaigns ever undertaken and while we knew it would be big, the global response in the first 24 hours has outstripped even our expectations," Tourism Minister Desley Boyle said. ROI over year-- 34% more US bookings to area Link to Video January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 22#
  23. 23. 7. Social Media Listening TripAdvisor Anyone? Other listening tools? January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 23#
  24. 24. Best Place to Listen in Hotel Industry January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 24#
  25. 25. FREE ! Valuable Data and Metric FREE Get More Buzz: January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 25#
  26. 26. January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 26#
  27. 27. 8. Community & Social Responsibility “People Want to Align themselves with a Brand that shares their Values Today” ChanelVMedia, 2009 January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 27#
  28. 28. 9. Community Engagement and Response-- Lots of Followers! January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 28#
  29. 29. 10. Customer Service January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 29#
  30. 30. A Few Hospitality Firms… January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 30#
  31. 31. Criteria for New Marketers Digital Citizens Analytic Chops Web Reach Content Creators Source: Hiring in the DARC Ages. Halligan and Shah, HubSpot Bin 36 Wine Tasting Video January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 31#
  32. 32. PALMER HOUSE SOCIAL MEDIA PROJECT •Create a strategy with these steps •Develop best practices for each •Reference best sources, sites, resources •Craft specific steps Palmer House can take to implement a solid Social Media Strategy January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 32#
  33. 33. END January, 2010 © L-Squared Productions, inc www.theWineMagnet.com 33#

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