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Digital Marketing Nurture Strategy on Nature's Terms: Restaurants + Hotels
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Digital Marketing Nurture Strategy on Nature's Terms: Restaurants + Hotels

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I was asked to make a keynote presentation to Oregon Restaurant and Lodging Association to lay out a scenario where marketers need to stop spreading themselves so thin and go deep in a few core …

I was asked to make a keynote presentation to Oregon Restaurant and Lodging Association to lay out a scenario where marketers need to stop spreading themselves so thin and go deep in a few core marketing channels. Instead of providing wonky, detailed charts of testing frameworks and overwhelming data, this is a visual presentation that compares the digital marketing landscape to NATURE and how different species have different strategies to survive, adapt, and thrive.

As marketers, we are overwhelmed. We're constantly feeling like we should be doing more even though we are already stretched so thin. First, it was maintaining a great website, making sure it was search engine optimized, then it was building out an email marketing program, a PPC program, then Facebook and Twitter came along and we dove in, now there are dozens of new marketing channels that are being added to our marketing mix at a dizzying pace - Foursquare, Pinterest, Instagram, TripAdvisor, Yelp, LinkedIn, optimizing for mobile, and the list goes on and on.

As marketers, we need to start with our primary goal and, at every step, make sure our marketing activities map back to helping us achieve that goal. Ask "why?" at every turn. Often, so many of us are doing something new just to do it instead of being strategic about our efforts.

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  • (asked Gerry if have more current line up)
  • Image source: http://www.easyvectors.com/browse/animals/rabbit-9
  • Eventually, if these baby birds are unable to perform essential survival skills, they will cease to exist.Photo source: http://welkinweir.org/images/fauna2.jpg
  • You could apply similar logic to your marketing mix – if one of the channels isn’t performing, should it continue to exist in your mix?Icons source:http://blogs-images.forbes.com/benkerschberg/files/2011/09/Social-Media-Icons.pnghttp://www.marmalademoon.com/wp/wp-content/uploads/social-media-icons-preview.jpghttp://wisecapture.com/photos/?p=4001http://www.nativetelecom.org/i_need_mobile_site_right_now_tech_tuesdayhttp://pngfiles.com/free/search-icon/
  • In nature, different species select different survival strategies in response to their environment. There are two approaches to sustaining a species… Mega-breeders: (r-selected)In unstable or unpredictable environments, r-selection predominates as the ability to reproduce quickly is crucial. There is little advantage in adaptations that permit successful competition with other organisms, because the environment is likely to change again. Traits: many offspring, little to no parental involvement, short lifespan, reproduce early in life, mature quicklyNurturers: (k-selected)In stable or predictable environments, K-selection predominates as the ability to compete successfully for limited resources is crucial and populations of K-selected organisms typically are very constant and close to the maximum that the environment can bear. Traits: offspring limited to what they can reasonably nurture, heavy parental involvement, long(er) lifespan, reproduce later in life (grow first = stronger offspring), mature over timePhoto source: Spiders – http://www.flickr.com/photos/taylar/5777792881/sizes/l/in/photostream/ (some rights reserved; license via Getty)Elephants – http://nextwd.com/wp-content/uploads/2012/02/179.jpg
  • When applied to marketing, mega-breeders could be seen as those who try to do everything and be everywhere as a reaction to the rapidly changing digital landscape, but do not give each each channel/effort the proper support. Unlike in nature, marketing efforts cannot survive on their own without support. Nurturers, on the other hand, might be compared to those who methodically perfect their efforts through careful planning and a healthy amount of support – perhaps at the peril of being too slow to try new things in what they perceive to be an unstable digital environment.Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngNoodle – http://www.victorialabalme.com/blog/Victoria%20Labalme%20-%20noodles%20on%20a%20wall.jpeg
  • (only change is “which are you?”; will make into transition on last slide for final pres.)Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngNoodle – http://www.victorialabalme.com/blog/Victoria%20Labalme%20-%20noodles%20on%20a%20wall.jpeg
  • While some species fall strictly under mega-breeder or nurturer, the majority are a combination of both. For instance, trees and sea turtles both have long lifespans, but produce large numbers of unnurtured offspring. Most marketers likely exhibit some combination of mega-breeder and nurturer marketer traits as well. Note on flow following this slide: campaign vs. programPhoto source: Trees – http://www.extension.umn.edu/gardeninfo/weedid/images/woody/Cbuckthorn1_600px.jpg (common buckthorn)Sea Turtle – http://www.animalhdwalls.com/sea-turtle-852/
  • For marketing, the pieces of the mix that tend toward the nurturer approach are ongoing over the course of the year. On the mega-breeder side, you have things such as periodic campaigns that amplify your reach that are manageable as they are short-term. On the other hand, you also have a proliferation of social media sites and emerging technologies, like mobile codes, making you feel like you need to be present everywhere, but as we discussed earlier…the birth it and set it free mega-breeder strategy doesn’t work in marketing. After all, keeping up with what you’ve already got can be overwhelming enough.Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngAmp – http://www.pulseonline.com/marshall/bigMB30.jpgScales – http://www.jesus-is-savior.com/Basics/scales_of_justice.jpg
  • Photo source: http://us.123rf.com/400wm/400/400/gelpi/gelpi0802/gelpi080200069/2529859-rocks-in-balance--outdoor-photography.jpg
  • (placeholder layout; icons leftover from another pres.)
  • This lizard has to carefully allocate it’s time in order to survive. For instance, it needs to gain strength to forage and hunt. It does so by sitting on a sunny rock, gathering warmth, which provides it with the necessary energy to find nourishment. However, how much time it spends gathering strength must be weighed against the danger rock exposure time presents. Photo source: http://www.123rf.com/photo_9534696_lizard-basking-on-a-rock.html
  • Could set up next slide by asking “How do you determine the proper allocation for YOUR business?”
  • (change ROI chart to drop “N/A” and/or create time/budget comparison chart / update time chart title and make descending order)Note: there is no gap. Time/Budget/ROI all align. We recently surveyed our network to see how they were doing on balancing THEIR “survival economics.” Seems our 126 survey respondents’ time and budget allocations are well-aligned with what’s performing for them. Are yours?
  • (change ROI chart to drop “N/A” and/or create time/budget comparison chart / update time chart title and make descending order)Note: there is no gap. Time/Budget/ROI all align. We recently surveyed our network to see how they were doing on balancing THEIR “survival economics.” Seems our 126 survey respondents’ time and budget allocations are well-aligned with what’s performing for them. Are yours?
  • Seems like a no brainer that you have to set specific goals in order to truly determine what’s performing for you. You’d be surprised how vague businesses still can be about their marketing goals.Photo source:http://photocompetition.hispeed.ch/original/474984/bull_s_eye/_dart___bulls_eye___scharfeverlauf__.jpg
  • (placeholder layout; icons leftover from another pres.)(need to emphasize that audience knowledge drives everything else; people always say they know this, but don’t put it into practice)Audience Knowledge – Are your efforts truly aligned to your audience? Are decisions based on vague demographic info and assumptions or direct feedback and observational insight?Budget – have you allocated enough and in the right places?Time & Resources – are enough time and people dedicated to making your efforts successful?Quality – Is the quality of your branding, messaging, offers, content, design, timing, etc. at the level it needs to be?Reach – Are you connecting with the right people and enough of them?
  • (placeholder image)
  • Adaptation is key to survival – both in nature AND in marketing – without it, extinction looms around the corner. But not every adaption is major and different adaptations happen over different periods of time. Relocation – monarch butterflies, along w/ many flying species of birds and insects, have developed migration patterns to find ideal climates throughout the yearPeacock – developed extremely showy feathers which is considered risky on many levels, but works well for the survival of the species via reproduction (what works for others may not work for you & vice versa)Dodo Bird – had no predators, so had no instinct to avoid humans when confronted with themPhoto sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
  • When put into marketing terms – do you need to reallocate funds/effort, adjust and improve your current mix and/or drop some elements altogether? From there you can exact a strategic and sustainable plan for the future.Photo sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
  • When put into marketing terms – do you need to reallocate funds/effort, adjust and improve your current mix and/or drop some elements altogether? From there you can exact a strategic and sustainable plan for the future.Photo sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
  • Photo sources: http://www.marketmaps.com/images/info/push-pins-large-1.jpg
  • Consumer/Diner survey: http://www.angelsmith.net/blog/groundbreaking-survey-reveals-how-diners-choose-restaurants/comment-page-1/#comment-25Photo source: http://us.123rf.com/400wm/400/400/123rf/cub003/cub003332/206465-young-women-sitting-on-outdoor-bench-talking.jpg NOTE: might try combining this and next slide into one slide with a comparison bar chart
  • Consumer/Diner survey: http://www.angelsmith.net/blog/groundbreaking-survey-reveals-how-diners-choose-restaurants/comment-page-1/#comment-25
  • Consumer/Diner survey: http://www.angelsmith.net/blog/groundbreaking-survey-reveals-how-diners-choose-restaurants/comment-page-1/#comment-25Photo source: http://www.brittany-ferries.co.uk/media/14854/people-in-the-restaurant-on-cap-finistre/lightbox/people-in-restaurant-on-cap-finistere_base1.jpg4SQ image source: http://www.comanescu.ro/wp-content/uploads/2010/07/foursquare_iphone.jpgNOTE: pink boxes will layer on 1 by 1, possibly slide inThe most important step in the customer journey is the actual DINING EXPERIENCE – FOOD/SERVICE/AMBIENCE. Examine customer behavior during all stages of the dining experience to uncover ways to impact the rest of the marketing funnel.
  • (there is overlap; some channels/initiatives serve multiple purchase phases)
  • Restaurant Sciences’ 2012 Restaurant Internet Marketing Study (Executive Summary): http://restaurantsciences.com/products-services/research-center/
  • They evaluate new channels based on time and effort. Decided against YouTube given time commitment.This rollout may have even been too aggressive to truly evaluate the sustainability. FOODY CALL:11 of the Houlihan's stores had a surplus of lobster tails. Out went a text message alerting members of the Foody Call Club to get a free lobster tail with the purchase of an entree. Within a couple of hours, nearly all of the participating restaurants sold out of lobster tails.
  • Source:The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.htmlNOTE: Also helpful to read this article(slide needs minor visual treatment tweaks)
  • Source:The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.htmlNOTE: Also helpful to read this article(slide needs minor visual treatment tweaks)
  • PHOTO SOURCE: http://downsizemyspace.com/wp-content/uploads/2011/06/seattle-hotel-max-e1306950801426.jpg
  • PHOTO SOURCE: http://cdn.hauteliving.com/wp-content/uploads/2011/09/ritz-carlton.png
  • PHOTO SOURCE: http://downsizemyspace.com/wp-content/uploads/2011/06/seattle-hotel-max-e1306950801426.jpgReviews are reviewed in each team briefing. Employee compensation is tied to the hotel’s reputation rating (online + offline)
  • PHOTO SOURCE: http://downsizemyspace.com/wp-content/uploads/2011/06/seattle-hotel-max-e1306950801426.jpgReviews are reviewed in each team briefing. Employee compensation is tied to the hotel’s reputation rating (online + offline)

Transcript

  • 1. NURTURE STRATEGY ON NATURE‟S TERMS Taking A Page From The Science BookseROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 2. MEET eROIWe‟re a Digital Marketing Agency that FOUNDED IN 2002mixes creativity + strategic thinking 19 EMPLOYEESwith an emphasis on customer insight LOCATED IN PORTLAND, OREGONand data-driven optimization—or whatwe call Creative Performance. FIND US eROI.com
  • 3. The digital landscape isburgeoning ahead, expanding atever-dizzying rates.With so many mouths to feed, howcan you keep up?Businesses need a framework for survival…
  • 4. THE MARKETOPPORTUNITY GAMETHE SURVIVAL
  • 5. THE MARKETOPPORTUNITY GAMETHE SURVIVAL
  • 6. MEGA-BREEDERS NURTURERSSOME OF „EM GOTTASURVIVE, RIGHT? LOVE = LONGEVITY
  • 7. MEGA-BREEDERS NURTURERSTHROW IT AT THE WALL & HAVE A GAME PLANSEE IF IT STICKS
  • 8. MEGA-BREEDERS NURTURERS WHICH ONE ARE YOU?THROW IT AT THE WALL & HAVE A GAME PLANSEE WHAT STICKS
  • 9. MOST ARE A MIXTHESE ARE LONGEVITY-PRONE MEGA-BREEDERS
  • 10. MARKETING MIXWebsite/Blog Periodic CampaignsEmail MarketingSEO/SEM Mobile CodesMainstream Social Media Other Social MediaBrand Online Display ?????ONGOING PROGRAMS CAMPAIGNS & EMERGING
  • 11. HOW DO YOU STRIKE THERIGHT BALANCE?
  • 12. WHAT DRIVES NATURE‟SDECISIONS? NOURISHMENT HEALTH ENVIRONMENT SAFETY REPRODUCTION/ SPECIES SURVIVAL
  • 13. THE ECONOMICS OF SURVIVAL HUNT 25% ROCK 35% SLEEP 15% FORAGE 25%
  • 14. WHAT DRIVES MARKETING DECISIONS? AWARENESS REPRODUCTION/ SPECIES SURVIVAL CONSIDERATION NOURISHMENTENVIRONMENT CONVERSION HEALTH LOYALTY } SAFETY ADVOCACY
  • 15. Digital Marketing “Economics”1 INCREMENTAL SALES 2 NEW LEADS 3 COMMUNITY GROWTHTIME ALLOCATION BUDGET ALLOCATION EROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG
  • 16. Biggest Barriers to SuccessEROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG
  • 17. IT BEGINS WITH SPECIFIC GOALS
  • 18. HOW ARE THINGS PERFORMING? PLUS +/- IMPACT ON BRAND OR BUSINESS ACTIVITIES
  • 19. WHY?What is factoring into the performance? AUDIENCE BUDGET TIME & KNOWLEDGE RESOURCES REACH QUALITY
  • 20. WHAT SURVIVES?WHAT NEEDS TO ADAPT?
  • 21. …AND HOW?RELOCATION GENETIC EXTINCTION CHANGE
  • 22. …AND HOW?REALLOCATION OPTIMIZATION DISCONTINUATION
  • 23. BALTIMORE SUNAN EXAMPLE IN ACTION 23
  • 24. BALTIMORE SUNDIGITAL AUDIT & STRATEGYWE BEGAN WITH A THOROUGH DIGITAL AUDIT
  • 25. BALTIMORE SUN DIGITAL AUDIT & STRATEGYBrand Consistency Email CommunicationsContent Quality Social StrategyInsider Site Experience Paid Search ContinuationInsider Membership Display Ad Optimization orPromotion Discontinuation AND IDENTIFIED AREAS OF OPPORTUNITY
  • 26. BALTIMORE SUN DIGITAL AUDIT & STRATEGYBrand Consistency Email Communications WHY?Content QualityInsider Site Experience Depth of audience knowledge Social Strategy not reflected in outreach Paid Search Continuation Budget, time & resourcesInsider Membership were under-allocated Display Ad Optimization orPromotion Discontinuation AND IDENTIFIED AREAS OF OPPORTUNITY
  • 27. BALTIMORE SUN DIGITAL AUDIT & STRATEGY Increase Digital Subscriptions & Sun Insider Memberships1 2 Brand Alignment3 multi-channel 1-3 mo.campaigns around key 3-6 mo. Registration Processevents in Q3 & Q4 6-12 mo. Improvement Email Overhaul Social Media Strategy THEN MAPPED OUT A PRIORITIZED PLAN
  • 28. RESTAURANT LANDSCAPEHOW PEOPLE CHOOSEHOW TO ALIGN YOUR EFFORTSHOW HOULIHAN‟S IS DOING IT SMART 28
  • 29. RESTAURANT DISCOVERY Series 1 1.7% FOOD NETWORK SHOW 4.4% GOOGLE SEARCH 5.2% RESTAURANT WEBSITE 7.6% NEWSPAPER CRITIC 9.4% FOOD BLOGGERS 22.8% CONSUMER REVIEW SITES (YELP, ZAGAT, URBANSPOON…) RECOMMENDATIONS FROM FRIENDS, FAMILY & CO-WORKERS
  • 30. DISCOVERY VALIDATION Series 1 3 16.5% GOOGLE SEARCH 16.4% 80% DO ADDITIONAL2 FOOD BLOGGERS RESEARCH AFTER RECEIVING A RECOMMENDATION 25.2 OTHER FRIENDS 27%1 RESTAURANT WEBSITE 27.7% CONSUMER REVIEW SITES (YELP, ZAGAT, URBANSPOON…)
  • 31. RESTAURANT TRIAL & SHARINGAND DON‟TFORGET…THEY‟RECHECKINGIN WOULD GIVE A RECOMMENDATION IF ASKED
  • 32. MAPPING TO THE CUSTOMER • SOCIAL MEDIA • REFERRAL PROGRAM • REVIEW SITE PROFILES & REPLIES • SEARCH ENGINE PROFILES AWARENESS • INFLUENCER PROGRAM • REVIEW SITE PROFILES & REPLIES • YOUR WEBSITE/BLOG CONSIDERATION • BLOGGER OUTREACH • FOOD/SERVICE/AMBIENCE • CHECK-IN REWARDS CONVERSION • RECOMMENDATION/REFFERAL REQUEST • EMAIL SIGN-UPS • FOOD/SERVICE/AMBIENCE • CHECK-IN REWARDS LOYALTY • REFFERAL PROGRAM • EMAIL COMMUNICATION • LOYALTY PROGRAM ADVOCACY
  • 33. RESTAURANT INDUSTRY SCORECARD 1-3 LOCATIONS 4+ LOCATIONS MANY DON‟T HAVE WEBSITES MORE SOPHISTICATED SITESWEBSITE (50% ARE MOBILE-OPTIMIZED) UNDER-UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE DOING FAIRLY WELL ON SOCIAL FACEBOOK BETTER AT LEVERAGING LOCALIZED SOCIAL (YELP, FOURSQUARE, TWIITER) EVEN LESS UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE
  • 34. HOULIHAN‟S HAS A HANDLE ON IT W/ 1 PERSON TEAM200K SUBSCRIBERS HQ JAN „08 JAN „09 MAR „09 MAY „09 ??BIRTHDAY SURVEYED EMAIL LAUNCHED LAUNCHED “FOODY CALL” SLIGHTLYSPECIALS LIST @HOULIHANS HOULIHANS PG. SMS SPECIALS FRAGMENTED PROGRAM (BOARDS), BUTBEHIND THE FOLLOWERS: FANS: ON RIGHT PATHSCENES ACCESS CREATED INVITE- 3,269 45,146 RUN BY ONLY SOCIAL LOCATION MGRS 17 BOARDS NETWORK OF RESPONSIVE MODERATE 366 FOLLOWERS INFLUENCERS & ENGAGEMENT 30K ADVOCATES SUBSCRIBERS (2010) 10K MEMBERS (2010)
  • 35. HOTEL LANDSCAPE2012 TRENDS IMPACTING HOTEL MARKETING2012 MARKETING BUDGET ALLOCATIONSA FRAMEWORK FOR 2013 PLANNING 35
  • 36. 2012 TRENDS IMPACTING HOTEL MARKETINGSOCIAL MEDIA REVIEWS/CHATTER MOBILEFACEBOOK CONTENT FILTERING VERIFIED REVIEW FRAMEWORKS MOBILE PHOTO SHARINGSOCIAL PRIORITIZATION SHORT-FORM & MOBILE-BASED INCREASING BLURIN SEARCH REVIEWS INCREASED BETWEEN ONLINE &NICHE SOCIAL SEMANTIC TECHNOLOGIES MADE OFFLINE(PINTEREST, INSTAGRAM) FOR SMARTER SENTIMENT ANALYSIS LOCATION-BASEDGUEST-SOURCING SERVICES EXPANDED BUSINESS VALUECOMPANY-WIDE SOCIAL MEDIA OFFERINGSSTRATEGY & PARTICIPATION
  • 37. HOTEL INDUSTRY 2012 DIGITAL MARKETING TRENDS BUDGET ALLOCATION BUDGET ALLOCATION (CORE 5 INITIATIVES) (“HOT”/TRENDING) Online Display (Banner Ads) Online Video 12% Website redesign/design 18% Mobile Marketing 26% 23% Email Marketing 19% Retargeting/Remarketing 18% Local Search/ SEO Linking SEM 22% Social Media 21% (Paid Search) 21% 20%
  • 38. HOTEL INDUSTRY 2013 DIGITAL MARKETING BUDGET Sales BIZ-NEEDS DRIVEN CORE INITIATIVES CAMPAIGNS 25% SEM 15% MULTI-CHANNEL BIZ-NEED 8% SEO INITIATIVES TO TACKLE CAMPAIGNS CONCRETE BIZ NEEDS 5% SHOW PRICES CPC 15% PROGRAM/TRIPADVISOR 5% MOBILE WEBSITE & MARKETINGCAPITAL GAINS,CONSULTING & OP.S 4% REMARKETING & CORE INITIATIVES RETARGETING CAPITAL 15% WESITE REDESIGN & GAINS/CONSULTING 58% 3% SOCIAL/LOCAL/MOBILE CMS TECHNOLOGY 27% 2% TABLET WEBSITE UPGRADE 2% EMAIL MARKETING 8% CONSULTING & CAMPAIGN MGMT. 2% ONLINE VIDEO 2% WEB ANALYTICS & 2% REPUTATION MGMT. CAMPAIGN TRACKING 2% WEBSITE OPERATIONSThe Smart Hotelier‟s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.html
  • 39. SOCIAL SAVVYHOTEL MAX & ANVIL MEDIA + +GOAL: SOLVE: RESULTS:INCREASE SALES & BRAND TWEET-UP (COCKTAILS, 80 TWEET-UP ATTENDEES (GUESTS)AWARENESS WITH NO ADDITIONAL APPETIZERS & TOURS) 4,000 RE-TWEETSBUDGET 36% LIFT IN FOLLOWERS 15% TWITTER DISCOUNT 37% INCREASE IN TWITTER-BORN REVENUE (2% OF MO. BOOKINGS & GROWING)
  • 40. SOCIAL SAVVYRITZ-CARLTON ON FOURSQUARE +GOAL: SOLVE: RESULTS:CONNECT WITH POTENTIAL EXTEND CONCIERGE SERVICE TO 6,229 FOURSQUARE FOLLOWERSCUSTOMERS IN AN INCREASINGLY PUBLIC VIA FOURSQUAREMOBILE WORLD HUGE SPIKE IN TIPS MARKED “DONE”
  • 41. INTERNALIZING REPUTATIONCITIZEN M MAKES IT COUNT+ +++GOAL: SOLVE: RESULTS:DRIVE POSITIVE GUEST REVIEWS ESTABLISH AN OPERATIONAL RAPID PRODUCT/EXPERIENCE IMPROVEMENT PROGRAM INCLUDING PROCESSES FOR HIGH REVIEW SITE RANKINGS INCORPORATING FEEDBACK, FEEDBACK COLLECTION TOOLS & EMPLOYEE SUPPORT DRAMATIC SOCIAL FOLLOWING INCREASE
  • 42. FORMULA FOR SUCCESS?SELECTION/STRATEGY ADAPTATION
  • 43. THANK YOU LET‟S HAVE A CONVERSATION. RYAN BUCHANAN CEO ryan@eroi.com @ryanbucheROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART