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Brand-Owned Editorial: A Digital Presence Built on Story - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

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Brand-Owned Editorial: A Digital Presence Built on Story - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

Presentation: Brand-Owned Editorial: A Digital Presence Built on Story
Presented by: Adam Wallace, Founder/CEO, Strategy Lead, Spherical Communications
Media publications are no longer the owners of editorial content. This talk will explore examples in travel and hospitality of successful digital marketing that starts with a foundation of story based content and builds into influencer marketing, social media network development and increased brand visibility.

Presentation: Brand-Owned Editorial: A Digital Presence Built on Story
Presented by: Adam Wallace, Founder/CEO, Strategy Lead, Spherical Communications
Media publications are no longer the owners of editorial content. This talk will explore examples in travel and hospitality of successful digital marketing that starts with a foundation of story based content and builds into influencer marketing, social media network development and increased brand visibility.

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Brand-Owned Editorial: A Digital Presence Built on Story - BDI 9/17 Food, Beverage & Hospitality Social Media Marketing Summit & Roundtables

  1. 1. BRAND-OWNED EDITORIAL: A DIGITAL PRESENCE BUILT ON STORY ADAM J WALLACE @ADWAL
  2. 2. INTRODUCTION STARTING WITH OBJECTIVES WHY BRAND OWNED EDITORIAL? IT’S ABOUT PEOPLE ROGER SMITH HOTEL ROWNYC HOTEL DEVELOPING THE STORY REFINERY H O T E L INDEPENDENT COLLECTION CONNECTING STORY TO CUSTOMER PAT ’ E PALO R E S TAURANT, DR TAKE-AWAYS @ADWAL
  3. 3. BUSINESS OBJECTIVES MAKE MONEY DRIVE DIRECT SALES DRIVE TRAFFIC TO WEBSITE INCREASE CONVERSIONS ON WEBSITE BUILD BRAND, GENERATE DEMAND INCREASE BRAND REPUTATION INCREASE CUSTOMER LOYALTY GENERATE LOW COST HIGH VALUE LEADS DELIGHT CUSTOMERS @ADWAL
  4. 4. CUSTOMER OBJECTIVES @ADWAL
  5. 5. W H Y B R A N D - O W N E D E D I T O R I A L ? A CROSS PLATFORM FOUNDATION GOING BEYOND PRODUCT PRODUCT DISCOVERY, SHARED MEDIA BRINGING PEOPLE BACK TO WEBSITE INTERACTION BEYOND POINT OF SALE INCREASE LOYALTY CONNECTING WITH SPECIFIC TARGETS PRODUCT IN CONTEXT OF EXPIRIENCE @ADWAL
  6. 6. IT’S ABOUT PEOPLE @ADWAL
  7. 7. E X A M P L E : R O G E R S M I T H H O T E L A PEOPLE-CENTRIC APPROACH TO DIGITAL @ADWAL
  8. 8. EXAMPLE: ROWNYC BLOG CONTENT TO ATTRACT NEW TARGETS @ADWAL
  9. 9. DEVELOPING THE STORY @ADWAL
  10. 10. E X A M P L E : R E F I N E RY H O T E L INTEGRATED DIGITAL APPROACH MOVING TO DYNAMIC ACTIVE CONTENT OPPORTUNITY OF PHOTOGRAPHY COMMUNITY AND CONTENT - INSTAGRAM BEYOND PRODUCT, HOTEL AS LIFESTYLE PRODUCT IN CONTEXT OF EXPIRIENCE @ADWAL
  11. 11. EXAMPLE: INDEPENDENT COLLECTION EXPIRIENCE BEYOND THE HOTEL, A NEIGHBORHOOD FOCUS @ADWAL
  12. 12. The website was amazing! It had a blog type feel that made me forget I was on a hotel website. Easy to navigate, help my interest, great information about what was around D.C. for all kinds of entertainment. Overall very positive experience. Capitol Hill Hotel Customer – September 12, 2014 @ADWAL
  13. 13. CONNECTING STORY TO CUSTOMER @ADWAL
  14. 14. EXAMPLE: PAT ’ E PALO RESTAURANT BUILDING WORD OF MOUTH THROUGH NETWORK MAPPING @ADWAL
  15. 15. TAKE-AWAYS CONTENT STRATEGY IS CROSS PLATFORM FINDING WAYS TO CONTECT PRODUCT TO PEOPLE WITHOUT PUSHING PRODUCT MOVING TO ACTIVE CONTENT ATTENTION TO CUSTOMERS EXPIRIENCE IT’S ABOUT PEOPLE @ADWAL
  16. 16. @ADWAL ADAM J WALLACE ADAM@SPHERICALCOMMUNICATION.COM @ADWAL

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