Best Western New England Co-op Meeting

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Best Western's Field Marketing department serves the organization's 40 co-ops throughout the U.S. and Canada. The co-ops also allow for additional education, training and network opportunities. Kate will be speaking about social media with an emphasis on what you need to know ABOUT right now, and what you need to know how to DO right now.

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Best Western New England Co-op Meeting

  1. 1. New England Co-op Meeting August 29, 2012 | Keene, NH
  2. 2. the next hour of your life...
  3. 3. the next hour of your life...1. Tell you briefly who I am and why I’m here
  4. 4. the next hour of your life...1. Tell you briefly who I am and why I’m here2. Build my street cred’
  5. 5. the next hour of your life...1. Tell you briefly who I am and why I’m here2. Build my street cred’3. What you need to know about right now in social
  6. 6. the next hour of your life...1. Tell you briefly who I am and why I’m here2. Build my street cred’3. What you need to know about right now in social4. What you need to know how to do now in social
  7. 7. the next hour of your life...1. Tell you briefly who I am and why I’m here2. Build my street cred’3. What you need to know about right now in social4. What you need to know how to do now in social5. Hit list and resources
  8. 8. do my best1. Actionable2. Realistic3. Useful4. Funny or at least entertaining
  9. 9. hi.
  10. 10. hi.
  11. 11. Kate Gallagher
  12. 12. www.paramore.is
  13. 13. 8
  14. 14. 27
  15. 15. text2008 | 2009 | 2010 | 2011 | 2012
  16. 16. full-service digital agency www.paramore.is
  17. 17. www.paramore.is
  18. 18. Online Strategy | Planning Website Design | Development Online Media Planning Email Marketing Design and DevelopmentDisplay (Banner) Advertising Design and Development Search Engine Marketing (SEO & PPC) Application Design and Development Mobile Marketing Social Marketing www.paramore.is
  19. 19. digital agency of record...
  20. 20. design + development + media www.paramore.is
  21. 21. design + development + media www.paramore.is
  22. 22. design + development + media www.paramore.is
  23. 23. design + development + media www.paramore.is
  24. 24. Digital Media
  25. 25. VP of Accounts
  26. 26. social media strategy
  27. 27. I’m trying to gain credibility through logos.
  28. 28. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  29. 29. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  30. 30. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  31. 31. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  32. 32. ...know right now
  33. 33. ...know right now1. where it fits
  34. 34. ...know right now1. where it fits2. it’s accountable
  35. 35. ...know right now1. where it fits2. it’s accountable3. requires resources
  36. 36. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals
  37. 37. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
  38. 38. where it fits
  39. 39. where are we? what you need to know now - where it fits
  40. 40. where are we? what you need to know now - where it fits
  41. 41. where are we? what you need to know now - where it fits
  42. 42. where are we? what you need to know now - where it fits
  43. 43. digital media is accountable
  44. 44. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
  45. 45. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
  46. 46. digital media is accountable right people +where are we? what you need to know now - it’s accountable with the right resources
  47. 47. digital media is accountable right people + enough time =where are we? what you need to know now - it’s accountable with the right resources
  48. 48. digital media is accountable right people + enough time = the right resourceswhere are we? what you need to know now - it’s accountable with the right resources
  49. 49. digital media is accountable right people + enough time = the right resourceswhere are we? what you need to know now - it’s accountable with the right resources
  50. 50. digital media is accountable right people + enough time = the right resources = investmentwhere are we? what you need to know now - it’s accountable with the right resources
  51. 51. digital media is accountable Invested Resources 1. detailed planningwhere are we? what you need to know now - it’s accountable with the right resources
  52. 52. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything)where are we? what you need to know now - it’s accountable with the right resources
  53. 53. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything) 3. measurementwhere are we? what you need to know now - it’s accountable with the right resources
  54. 54. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything) 3. measurement 4. optimizationwhere are we? what you need to know now - it’s accountable with the right resources
  55. 55. setting business goals
  56. 56. setting business goals increasing your number of followers, friends, or visits on your website is not a good business goal.where are we? what you need to know now - setting goals
  57. 57. setting business goals the first rule of business is to stay in businesswhere are we? what you need to know now - setting goals
  58. 58. setting business goals delivering a service or product at profitwhere are we? what you need to know now - setting goals
  59. 59. marketing tactics differentiating through product, service or expertisewhere are we? what you need to know now - setting goals
  60. 60. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
  61. 61. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
  62. 62. the players
  63. 63. where are we? the players
  64. 64. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
  65. 65. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  66. 66. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
  67. 67. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
  68. 68. What you need to knowhow to do in social right now
  69. 69. Maslow’s Theory of the Hierarchy of Needs
  70. 70. "A Theory of Human Motivation"This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs.
  71. 71. ...fulfill the basic social need before moving on to other, more advanced needs.
  72. 72. 1 To do: determine your team
  73. 73. •Reads blogs about social media and mobile technology
  74. 74. •Reads blogs about social media and mobile technology•Is an early adopter
  75. 75. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media
  76. 76. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive
  77. 77. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented
  78. 78. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist
  79. 79. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist•Is willing to mesh his personal life with his professional life online
  80. 80. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist•Is willing to mesh his personal life with his professional life online•Has experience in online communications
  81. 81. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist•Is willing to mesh his personal life with his professional life online•Has experience in online communications•Is not overly confident about her social media skills
  82. 82. 2 To do: determine your capacity
  83. 83. 3 To do: determine your goal
  84. 84. Key Performance Indicators
  85. 85. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase
  86. 86. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time
  87. 87. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place
  88. 88. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans
  89. 89. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers
  90. 90. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers• Increase in check-ins
  91. 91. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans
  92. 92. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views
  93. 93. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views• Comments on posts (blog, Facebook updates)
  94. 94. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase• Increased sales and or buzz during off-season time• Increased share of voice in the market place• Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views• Comments on posts (blog, Facebook updates)• Retweets
  95. 95. Key Performance Indicators• Increased number of brand mentions for a specific • Change in sentiment product and/or phrase • Time spent with distributed content• Increased sales and or buzz during off-season time • Increase in website traffic• Increased share of voice in the market place • Increase in website referral traffic from social sites to• Number of Facebook fans your website• Number of Twitter followers • Surveys taken, polls taken• Increase in check-ins • Contest entries• Influence of followers and fans • Increase in customer satisfaction• Number of YouTube video views • Research and development time saved• Comments on posts (blog, Facebook updates) • Cost savings from traditional advertising• Retweets • Change in conversion rate• Change in search engine rankings • Increased attendance
  96. 96. 4 To do: determine your infrastructure
  97. 97. head in beds.
  98. 98. = 1 conversion
  99. 99. Month Visits Pages/ Total New Vacation Electronic Visit Pageview Visits Guide Guide s Request Request12/08 24 3.33 79.92 50% 0 012/09 452 2.66 1202.32 67% 0 012/10 463 2.4 1111.2 72% 36 74/11 979 2.29 2241.91 73% 13 2
  100. 100. Month Visits Pages/ Total New Vacation Electronic Visit Pageview Visits Guide Guide s Request Request12/08 24 3.33 79.92 50% 0 012/09 452 2.66 1202.32 67% 0 012/10 463 2.4 1111.2 72% 36 74/11 979 2.29 2241.91 73% 13 2
  101. 101. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  102. 102. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  103. 103. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  104. 104. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  105. 105. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  106. 106. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  107. 107. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
  108. 108. $60,000.
  109. 109. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
  110. 110. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
  111. 111. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
  112. 112. math is hard.
  113. 113. 5 To do: test regularly
  114. 114. Pinterest lets you organize andtest share all the beautiful things you find on the web.
  115. 115. The bottom line: location-based servicestest are a work in progress but incentives move the needle
  116. 116. Foursquare.com/ritzcarlton: Tips about nearbylandmarks, restaurants, and hidden gems for eachof their 75 locations.Tool to guide their guests through the real world,and also extend their brand to the largerfoursquare community.After adding their concierge’s expert local Tips, theRitz Carlton saw a huge spike in Tips marked as‘done’ by the foursquare community. Over 1,000people followed the Ritz Carlton account in its firstweekhttp://foursquare.com/ritzcarlton
  117. 117. Foursquare.com/ritzcarlton: Tips about nearbylandmarks, restaurants, and hidden gems for eachof their 75 locations.Tool to guide their guests through the real world,and also extend their brand to the largerfoursquare community. “revenue bump in the "2% range" in a successfulAfter adding their concierge’s expert local Tips, the promotion” - Fast CompanyRitz Carlton saw a huge spike in Tips marked as‘done’ by the foursquare community. Over 1,000people followed the Ritz Carlton account in its firstweekhttp://foursquare.com/ritzcarlton
  118. 118. #1Step-by-step social media tutorials http://sbne.ws/r/bmhc
  119. 119. Questions? Kate Gallagher www.paramore.is | kgallagher@paramore.is | @paramoreagencyhttp://thepinkboa.com/Potluck-Guide.pdf slideshare.net/paramoreagency

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