Marcus Hotels SRM Conference Milwaukee, Oct 11th by Loren Gray

1. Sales  Revenue  Marketing

2. Facebook, Social & YOU
Sales  Revenue  Marketing
2
@LorenGray

3. Today is not about the ‘How to’ it’s about the
‘What can’ we do…
To learn the tools available in Facebook
To find the value in embracing social in your day to day
operations… no really
To combine Sales, Revenue & Marketing into one mind
Sales  Revenue  Marketing
To prepare for 2017 in a realistic way

4. Sales  Revenue  Marketing
What is the connection between Social SEO & Content?
Customers and Content. People use search and social to discover content. Search engines and social
platforms like content because it creates the basis for advertising opportunity. Put all three together and
the sum is better than the parts – like a PB&J Sandwich.

5. Sales  Revenue  Marketing
Digital Strategy – Guest Acquisition – The Really Short
Version
Stay Date
Research Date(s)
Timeline
Prime Booking WindowResearch Period LOS
January February March
Departure Date

6. Facebook Examples
Sales  Revenue  Marketing
Custom Audiences and Look-Alike
Audiences

7. Sales  Revenue  Marketing
In ten days
31 new memberships
Costing $1,248
Total Revenue -- $201,500
Group dropped 14
days out for entire
weekend (62% of
Occ)
• Took arrivals list and made a
custom audience
• Took last years in-house list
same time made a custom
audience
• Made a custom audience based
on a radius of 150 miles (drive
market)
• Put all three together for an ad
featuring those specific dates,
(making the arrivals list a
negative)
Membership and Short Term Replacement

8. Sales  Revenue  Marketing
Stealing Market Share and Driving Local Business
Gender: Female
Age: 24 - 34
Relationship Status: Single
Interest: Live Music
Located: Within a 5-mile radius
Scheduled to Post: Friday @ 5 pm & 9
pm
Meeting Initiative F&B Initiative

9. Daily & Long Term
Strategies
Sales  Revenue  Marketing
It’s not just about campaigning…

10. Sales  Revenue  Marketing
Attribution and Socials Real Value
Path Analysis Report for a Non-Branded hotel client.
 Of all conversions where Social was a part of the discovery
process by the consumer, 75% involved other channel
touchpoints (social probably doesn’t get enough credit for
driving bookings that they do).
 Organic Search (and to a lesser degree Paid Search) were
integral parts of that journey.
 Again, another reason why a unified content strategy will
provide these people with a better user experience that
will improve engagement and bookings – and through that
should improve rankings.
Social Engagement Does Not Occur In A Bubble

11. Sales  Revenue  Marketing
Value is more than just the one effort
 Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube)
means that the content can continue to provide engagement long after the initial post.
 Admittedly a challenge to find the best content formats to do this with Brand sites.
437 Sessions
from
Facebook

12. Now for some REALLY
cool stuff…
Sales  Revenue  Marketing
To combine Sales, Revenue & Marketing
into one mind

13. Sales  Revenue  Marketing
New ways to look at Digital Marketing Data and
Revenue Management Strategies

14. Sales  Revenue  Marketing
Sourcing Data to Define Strategies with GTM

15. Sales  Revenue  Marketing
Merging Social, Analytics and Emails to Sales

16. Sales  Revenue  Marketing
Isolating under performing opportunities

17. Sales  Revenue  Marketing
There are lots and lots of tools available… How would you
like to know what everyone is talking about… in real time

18. Sales  Revenue  Marketing
To all facets of operation…

19. Sales  Revenue  Marketing
You, you’re department, you’re property, & and you’re
companies roles Daily…

20. THANK YOU
Sales  Revenue  Marketing
20
@LorenGray
bit.ly/marcushotels16
“For the Privilege of your time”