Radisson Edwardian Social Media Campaign - I Spy Marketing

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Radisson Edwardian Hotels enlisted the help of I Spy Marketing to launch their social media campaign.

Discover the results of the integrated approach and how utilising social media champions in house benefitted the campaign.

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  • The Relationship between I Spy and Radission Engaged I Spy April 2010 Integrated digital campaign across: Paid and natural search Social media Mobile strategy Picture of success: Raise awareness via digital channels, drive traffic, increase revenues,
  • I Spy have been able to reduce overall media spend but improve Return on Advertising Spend by maintaining bookings and reducing cost per booking
  • Increase natural search visibility across generic and core ‘trophy’ keywords Increase points of entry to all three Radisson Edwardian sites Identify and adapt to new trends emerging within the search landscape
  • Social Media
  • Importance of reviews in making hotel choices Need for Rad Ed to start engaging with customers online Two way conversation
  • Social Media Strategy Get established across social media platforms - engage Humanise and soften the brand image – make people feel special Make people feel special Engage with customers old and new Provide useful and entertaining content Build membership across platforms Empower staff to be part of the strategy through Hotel Champions initiative Utilise social media platforms for natural search benefit
  • Hotel champions initiative
  • We’re not just doing social for purely social outcomes Also aware that social is having a big impact on search – particularly SEO Both bing and google have confirmed recently that they are using social signals such as tweets, likes, and blog comments and reviews in determining true popularity of a site They then use this as a factor in search rankings – therefore our social media work is also having a positive effect on our search campaigns
  • Run two campaigns to date through upcast: Become a fan campaign to increase our facebook fan numbers Drive to site campaign to raise awareness and drive traffic from key international markets
  • Used a reveal tab to incentivise people to become a fan
  • 7000 new likes over 2 month period Approx 4000 due to email, approx 2-2500 from facebook ads
  • Drive to site – used facebook to promote radisson in key markets
  • No need to target the whole of the US if we can see from our analytics that we generally only get hotel customers from certain states – Facebook allowed us to further geo targeted based on GA data about conversion rates by state
  • Demographic targeting Targeting all genders between age 18-64 Interests: hotels, London, travel
  • Testing over 100 different ad copy and image combinations
  • One of the reports we used for this was the Responder Demographic report This showed that there was much better response from females aged 35.64 You can see this when the % of clickers is higher than % of impressions Therefore we’ve just started to refine the campaign further using this information
  • Radisson is a high end luxury lifestyle hotel  The typical demographic of Radisson did not lend itself to social media however, what has become quite apparent is that the demographic are typically early adopters and embrace not only digital but also social media. Radisson has grown its social media presence exponentially since working with I Spy. We are seeing an increasing trend of customers typically seeking for their peers approval before confirming hotels and holiday destinations.  The Radisson Edwardian and Mayfair brands have been clearly defined over all social media channels. Now that the presence is established creating more innovative ways to integrate our on and offline communication including integrating our staff is underway to ensure that we are delivering the best experience time and time again for our customers
  • Radisson Edwardian Social Media Campaign - I Spy Marketing

    1. 1. Radisson Edwardian Hotels Digital Marketing Successes
    2. 2. Radisson Edwardian
    3. 3. Radisson Edwardian The May Fair The May Fair
    4. 4. Raise Awareness Drive Traffic Increase Revenues
    5. 5. Paid Search Strategy Deliver more bookings and higher revenue within the cost per acquisition limit
    6. 6. Paid Search Implementation Restructured Account Dynamic Creative Pricing Sitelinks For Each Hotel
    7. 7. Paid Search Results ROAS 42% YoY CPA 34% YoY
    8. 8. Natural Search Strategy <ul><li>Increase natural search visibility </li></ul><ul><li>Increase points of entry to all three Radisson Edwardian sites </li></ul><ul><li>Identify and adapt to new trends </li></ul>
    9. 9. Natural Search Implementation Sitelinks for each hotel Google Places
    10. 10. Natural Search Results Avg Visits 11% Rev 21% Positioning
    11. 11. Social Media
    12. 12. Importance of Word of Mouth
    13. 13. <ul><li>Define </li></ul><ul><li>Empower </li></ul><ul><li>Engage </li></ul><ul><li>Entertaining </li></ul><ul><li>Grow </li></ul>Social Media Strategy
    14. 14. Platform set up
    15. 15. Blog launches
    16. 16. TripAdvisor reviews on blogs
    17. 18. Social Media Results 10,000+ likes 5,000+ followers 200,000+ views 12,000 page views
    18. 20. Social Signals in Search SEO Ranking Factors <ul><li>Social Signals </li></ul><ul><ul><li>Likes and Followers </li></ul></ul><ul><ul><li>Tweets and retweets </li></ul></ul><ul><ul><li>Blog comments </li></ul></ul>Content Links Site Structure
    19. 21. Facebook Advertising
    20. 22. Facebook Campaigns Campaign 1 Become a Fan Campaign 2 Drive to Site
    21. 23. Become a Fan – Incentivised Like
    22. 24. Facebook Fan Increase Facebook advertising and email
    23. 25. Drive to Site from Key Markets North America Western Europe Australasia
    24. 26. Further Geo Targeting Using Google Analytics
    25. 27. Targeting People Who Like Hotels, London, Travel
    26. 28. <ul><li>Over 100 million impressions </li></ul><ul><li>Over 18,000 clicks </li></ul>Ad Copy and Image Testing
    27. 29. Responder Demographics
    28. 30. <ul><li>High end luxury leisure brand </li></ul><ul><li>Search & social media entwined </li></ul><ul><li>Early adopters </li></ul><ul><li>Surprise and delight customers with innovation </li></ul>Summary

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