A must for the future: Digital in-house Marketing
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A must for future - Digital in-house marketing divisions in hotels & tour companies - Talk by Nicky Kriel for the International Conference on Tourism Technology at Cochin in Kerala, India. #ICTT2017 #Indiaforbeginners
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A must for the future: Digital in-house Marketing
- 1. A must for future - Digital in- house marketing divisions in hotels & tour companies Nicky Kriel Social Media @NickyKriel #ictt2017
- 2. How do you keep up?
- 5. Listening?
- 6. Why Digital Marketing is moving in-house • Agencies take too long • Agencies are campaign-focused rather than socially-orientated which is based on continuous need for content • Gain brand expertise in-house • Makes collaboration between teams easier • Cost effective • Gain operational control • Don’t want to outsource customer relationships • Data confidentiality
- 7. Time
- 8. USA Superbowl • Blackout in 2013 • Oreo’s Social Media team reacted fast • This the ad everyone was talking about
- 11. Grand Hyatt San Diego’s response
- 12. Would you drive a car just looking through the rear view mirror?
- 13. Brands are acting like Media Companies •Every customer is a potential journalist with a studio in their pocket
- 14. • Build a global brand • Unify marketing teams for the companies 19 global brands • Allow the Digital Marketing Division to act and react much faster • Content • Community • Commerce
- 15. • Physical brand newsrooms all around the world • Marriot Content Studio and M Live • Travel magazine staffed by freelancers • Use content marketing technology to connect global teams
- 16. Global Content Studio • Scale content • Work with Content Creators • Focus on storytelling rather than selling • High engagement metrics • Millions in direct revenue • Content licensing deals
- 18. Marriott Traveler • Travel Lifestyle online magazine • Content is always travel-related • Freelance writers • Influencers – Snapchat & YouTube, travel vloggers • First 90 days drove 7,200 room bookings • Monetising by selling advertising and sponsored content to 3rd parties
- 19. M Live Studio
- 20. Launched Command Centres • Placed in the lobbies of Headquarters • 4 launched with another planned for Dubai • Targeting the next generation of travellers • Agile • Real time content & conversations
- 21. M Live tracks • Conversations • Global performance • Marketing campaigns • Brand reputation • Editorial Content • Real time Booking Information • Website traffic • Marriott Reward sign- ups
- 22. Monitoring for current trends & opportunities
- 23. Opportunities
- 24. The Lego backpacker • New Zealand backpacker • Marriott him to stay at the AC Hotel Ciudad de Sevilla, • Content for the AC Hotels brand was then amplified through Lego's social channels • Additional 370,000+ social followers into the conversation.
- 27. Having an in-house digital marketing team doesn’t mean you have to do everything!
- 28. Partner with agencies rather than outsource to agencies • Allow agencies to do what they do best • E.g. Search Engine Marketing (SEM), Content creation, reputation management, media buying • Need to curate your own in-house team • Good communication is key
- 29. Any Questions? Get in Touch LinkedIn: Nicky Kriel Twitter: @NickyKriel Email: enquiries@nickykriel.com nickykriel.com Anywhere on Social Media
Editor's Notes
- Fast changing digital landscape. Constant flow of social mentions, physical customers, track and make sense of data? Changes in technology etc
- Traditional to digital. Departments threatened. Agencies overlap. Fragmented/silo approach vs working together as a team towards similar goals. Marketing , Ecommerce, Revenue management.
- According to 2013 ANA figures, 58% of advertisers in the US have started shifting towards in-house or on-site services.
- Agencies are slow! Time to create content through an agency
- Didn’t just happen. 2 years preparation. Social Media strategy. Social Media Command centre ready to respond to the buzz on the night.
- Real time Data reporting
- Marriott International is a global leading lodging company based in Bethesda, Maryland, USA, with nearly 4,500 properties in 87 countries under 19 brands.
- Marriott International is a global leading lodging company based in Bethesda, Maryland, USA, with nearly 4,500 properties in 87 countries under 19 brands.
- 3 C’s – Content, Community & Commerce “Scaling content, then building a community around that content, and driving commerce.”
- Booking Promotion around the film lead to $500,000 revenue
- Content produced by the company is always travel-related and contextually relevant, but it isn’t necessarily about Marriott.
- 2 way conversation with guests and customers as they are staying a property and engaging with the brand Chairs for PR/Comms, Social Media, Buzz Marketing, Creative and Content and Media Buying
- a traveller recently posted on Twitter asking for a hotel recommendation for a Nashville girls weekend, M Live took notice and quickly acted, offering not only relevant hotel recommendations, but also sharing content about local nightlife to enhance her Nashville experience beyond just the hotel stay. Just 13 minutes later, the traveller shared on Twitter that she had booked a stay with Marriott
- A recent example saw M Live picking up a story about a New Zealand backpacker who was travelling the world with his favourite Lego figurines and documenting their adventures on social media. After connecting the dots to find @TheLegoBackpacker, Marriott was able to host The Lego Backpacker, and his real-life owner, at the AC Hotel Ciudad de Sevilla, resulting in content for the AC Hotels brand that was then amplified through Lego's social channels bringing in an additional 370,000+ social followers into the conversation.
- Uses GPS or other digital markers to provide a virtual boundary around a certain area. As long as the post is public, whether Twitter, Weibo, Instagram or public Facebook
- 24 hr Radio silence after bad event, don’t react to everything