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PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY PRESENTED BY: Brian Fitzgerald VP, Digital Strategy | O‟Rourke Hospitality MarketingPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Webinar Goals & Objectives 1. Share emerging marketing channels and opportunities 2. Equip hotels with the tactics necessary to evaluate and leverage these channels 3. Help properties plan their budgets and marketing plans for 2013PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Webinar AgendaAbout O‟RourkeMobile Trends and Strategy DevelopmentWeb Design & Development TrendsPinterestRetargeting and RemarketingTargeted Content and Conversion Rate OptimizationPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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ABOUT US |PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Who We AreO‟Rourke Hospitality MarketingAward-winning marketing firm based inNewburyport, MA.Almost twelve years of experienceworking exclusively with the hospitalityindustry.Providing full-service marketing solutionsSister company Mobile Media ApplicationsPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Who We AreMobile Media Applications, LLCMobile app development company,founded in 2010Specializing in the hospitality industryUstay is an easy to use software platformthat‟s affordable, measurable and createsiPhone and Android apps for hotelsMobile Media Applications also buildscustom mobile applications for varioushospitality needsPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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What We DoPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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MOBILE We‟re running out of time to address mobilePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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By 2015, more U.S. Internet users will access the Internet through mobile devices than through wired devices Source: IDC – Worldwide New Media Market ModelPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Website Strategy Best PracticesMobile users DO have time and DO scrollDon‟t sacrifice content just because it‟s mobileSpeed, your mobile website should be lightning-quickUse mobile site redirectsConsider a responsive solution (more on that later)PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Website Design Best PracticesKnow what is important and make iteasy to find:- Getting „Home‟- Calling- BookingMobile optimized booking engineBig user interface (UI) elementsTake advantage of phone features –tap to call, GPS, touch, etc.PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Website Case Study – The Trend Spruce Point Inn – Percentage of Mobile Visits % of Mobile Visits 30.00% 25.00% 20.00% 15.00% % of Mobile Visits Linear (% of Mobile Visits) 10.00% 5.00% 0.00% 11 1 1 11 11 1 1 11 1 11 11 12 12 12 12 12 2 2 12 2 2 2 -1 r-1 l -1 1 t -1 -1 l-1 r-1 -1 1 b- - n- g- p- v- c- n- b- - n- g- p- v- ar ay ar ay t Ju Ju Oc Ap Ap Oc De No Au Au No Fe Se Ju Ja Fe Ju Se M M M MPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Website Case Study – The StrategyDeveloped a mobile sitemap- Keeping all content available- Organizing it for a mobile userCreated designs to accuratelyreflect the brandUsed design elements optimizedfor a mobile userPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Website Case Study – The ResultsWithin two weeks the cost of the mobile site investment was recoveredPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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MOBILE SEARCH How to show up in mobile search resultsPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile, Local OverlapMobile refers to a device and/or the methodthat a consumer is using to find informationLocal refers to the type of information orsearch query they are looking forGoogle officially says that 40% of mobilequeries are local in natureMicrosoft has said this number is roughly 53%PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Mobile Search Opportunities & Best PracticesMany of the fundamentals for local/mobile search optimization have not changedIt‟s still important to:• Have an address in the city that‟s being searched• Have an address close to the city center• Associate your business with complete and proper categories.• Have a mobile website• Ensure your data is accurate and complete across the Local Ecosystem• Focus on Google + LocalPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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The Local Search Landscape is Extremely ComplexPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Google + Local Ranking Factors The number, authority and velocity of +1‟s on a hotel website. Google provides „+‟ badges and widgets that you can place on your site. Getting more follows and “+‟s” for your website can help you rank better in local search.PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Google + Local Ranking Factors The number, authority and velocity of Adds/Shares on Google+ Setup your Google+ profile, post often, interact with othersPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Google + Local Ranking Factors Google is heavily pushing their reviews product They are not promoting third Parties like TripAdvisor, Yelp and Expedia any more Find ways to encourage customers to leave reviews on Google+PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Thoughts for Local & Mobile Search in 2013Ensure your data is accurate and complete across the Local EcosystemSetup and ensure your Google+ Local page is optimizedGet more involved with the Google+ environment, add a link from your website to yourGoogle+ profileOptimizing for Google+ is not a “silver bullet” for Local SEO, but it mattersConsider a mobile websitePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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WEB DESIGN + DEVELOPMENT Responsive Web DesignPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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What is Responsive Website Design?Responsive web design is atechnique used to build websites thatallows the same website code to beaccessed across all devices at asingle URLThis design approach ensures that nocontent is ever inaccessible to amobile user and provides astreamlined user experience on anydevicePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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“Day by day, the number of devices, platforms, and browsers that need to work with your site grows. Responsive web design represents a fundamental shift in how we‟ll build websites for the decade to come.” Jeffrey VeenPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Why Responsive Design? It‟s What Your Guests Need As we‟ve discussed, more and more guests are going mobile It‟s Easy To Manage Manage all of your content, for all devices, in one place Google Likes It Theyve stated publically that responsive design is the preferred approach It‟s “Future-Proof” Sites that are designed responsively can adapt to any screen size It‟s Content-Focused It challenges us to focus solely on the content that matters to users It‟s Affordable Instead of building 2+ separate sites, build onePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Case Study DEMOPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Considerations for future website projectsStrongly consider a responsive solutionGet several proposals and evaluate the pros, cons and pricingThink about the future and how consumer interactions will continue to evolveResponsive Website Promotion – Contact us to learn morePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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PINTEREST An emerging social channel you should know aboutPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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What is Pinterest?It‟s a place to bookmark(Pin) images and videosyou find from around thewebYour “pins” are visible toother Pinterest users andyou can see the pin boardsof others.Search for topics and ideasthat are of interestPinterest Business PagesPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Pinterest – Who and How? Source: MashablePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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How Can It Benefit My Hotel?Visually show off your property and brand through images and videoPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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How Can It Benefit My Hotel?Demonstrate local area expertise, itinerariesPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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How Can It Benefit My Hotel?Target specific business segments like weddings, meetings, family/kids, romance, etc.PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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How Can It Benefit My Hotel?Adopt early – differentiate from competitorsSEO- No direct inbound link benefit but strong social signal- Optimize pins for search on PinterestAdd Pinterest integration to your site through follow buttons & pin buttonsPinterest for Business- Post case studies & tips for success- Eventually – Buy now button, targeted ads and business analytics may be in the works for businesses on PinterestSetup an account and experimentPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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SEARCH REMARKETING & DISPLAY RETARGETING The next big digital marketing opportunitiesPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Search Remarketing ExampleAfter visiting a site the user sees PPC ads in Google search resultsPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Why Search Remarketing?Leverage information you have about a consumer to impact you‟re messaging andbidding strategy within your SEM campaigns to improve performance.Maximize your PPC ad copyManage CPCs better – Spend more to get the click from the consumer that alreadyknows your brandMore personalized landing pagesPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Display Retargeting ExampleAfter visiting a site the user sees targeted messaging on other sites across the webPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Why Display Advertising? US Online Display and Search Ad Spending, 2010-2015 (billions)eMarketer projects that display $60.00will overtake search as thelargest online ad spending $50.00 $49.50category by 2015. $45.50 $41.20 $40.00 $36.80Google reports that theaverage travel shopper uses $31.30 Total Online Ad Spending $30.00 Display10.2 information sources $26.04 Searchbefore buying. Being present $20.19 $21.53 $18.85 $21.99on as many of these channels $20.00 $17.03 $19.66 $14.38as possible is becoming more $12.00 $14.82 $17.06critical. $10.00 $12.22 $9.91 $- 2010 2011 2012 2013 2014 2015PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Retargeting Case Study – Spruce Point InnSituation- Spruce Point Inn had two months before they closed for the season- They had select inventory available to fill during the remaining 8 weeksStrategy- Developed a Autumn Romance package to target couples looking to escape for a weekend- Decided retargeting would be a perfect opportunity to message previous website visitors with targeted message about the packagePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Display Case Study – The CreativeCreative set 1 – Getaway, romance, memoriesCreative set 2 – Getaway, autumn, Botanical Gardens, memoriesPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Display Case Study – Campaign in ActionPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Display Case Study – The ResultsTotal Impressions = 426,194Total Clicks = 434CTR = .10%Direct revenue = $2,430PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Considerations for 2013Consider budgeting some additional advertising spend for display opportunitiesDisplay opportunities can help differentiate and shift-shareWhat segments can you create? Broadly retargeting everyone, or targeting people basedon certain actions?Budgets can start as low as $50/week and can easily turned off/onPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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TARGETED CONTENT Personalize content & increase conversionsPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Conversion Rate OptimizationAs everyone gets familiar and comfortable with marketing tactics like email, SEO andPPC, everyone now knows how to do a better job of getting people to their siteThe next phase of this evolution is how to better convert those people once you get themto your site. Enter Conversion Rate Optimization.Conversion rate is impacted by many factors: – Site usability – Site content – SEO keyword strategy – Paid search keyword strategy – Rate – Occupancy – Targeted contentPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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If you know something about a visitor to your website, why wouldn‟t you use that information to improve their experience?PREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Personalization is What We DoMany hospitality companies and hotels around the world have perfected personalizationat a property levelPersonalizing and customizing things like:- Room preferences- Rate preferences- Meal/snack preferences- And moreThis level of service does wonders for guest service and makes guests come backTechnologies exist that allow us to bring this same level of service to our websitePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Targeted Content Case Study – The WentworthPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Considerations for 2013Think about how you can better convertthe visitors you are already getting to yourwebsiteLook at targeted content methods todeliver the right message to the rightcustomer at the right timePREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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RECAP TakeawaysPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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Takeaways1. Think about what you need to do with your mobile strategy in 20132. Understand the options that are available when it comes to website development3. Get ahead of competition through channels like Google+ and Pinterest4. Consider retargeting and remarketing to differentiate and shift share5. Bring personalization philosophies to the web through targeted contentPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY

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THANK YOU For more information, please contact: O‟ROURKE HOSPITALITY MARKETING phone 978.465.5955 Email bfitzgerald@orourkehospitality.comPREPARING YOUR HOTEL‟S 2013 DIGITAL MARKETING STRATEGY