1. Content Marketing
& Social Strategies
KEVIN GUILL, DIRECTOR OF DIGITAL SERVICES
REZSTREAM
2014 INNSPIRE CONFERENCE & TRADE SHOW
2. Kevin Guill, Director of Digital Services at RezStream
Founder of the Denver ExpressionEngine Meetup Group
Developed my first website in 2004
Developed 100’s of websites, project managed many more
Specialize in ecommerce and content management systems
Email:
Starting marketing websites in 2005
Kevin.Guill@RezStream.com
Helping hoteliers with their web presence since early 2007
Phone:
303-872-4118
LinkedIn:
linkedin.com/in/kguill
2014 INNSPIRE CONFERENCE & TRADE SHOW
3. Who we are:
Founded in 2005
Currently 21 employees, highly motivated, very passionate, experienced individuals
Our focus is on serving small independently owned properties in the United States
Empower you with superior technology solutions to make your business run better
Our Products and Services:
Property Management System
o New Cloud PMS release in 2014
Online Booking Engine
o Themeable, True mobile booking experience
Digital Marketing
o Search Engine Optimization, Pay Per Click, Social Media, Email Marketing
Creative Services
o Website Design/Development, Photography, Videography
2014 INNSPIRE CONFERENCE & TRADE SHOW
4. What we will cover
5 STAGES OF TRAVEL
CONTENT MARKETING
SOCIAL MEDIA
QUESTION & ANSWER
2014 INNSPIRE CONFERENCE & TRADE SHOW
5. 5 Stages of Travel:
Dreaming
Sharing
Planning
Experiencing
Booking
2014 INNSPIRE CONFERENCE & TRADE SHOW
6. Content Marketing: Before You Begin
Review Your Overall Content
o Are you representing accurately?
o Brand? Property? Rooms?
o Accommodations pages
o Are photos, videos accurate and up to date?
o Does room description provide detailed information?
o Price
o Bed Types
o Occupancy
o Square Footage
o Room Amenities (Internet, T.V., Robes, etc.)
o Single Vanity, Double Vanity
o Can the user reserve the room easily?
o Availability Calendar
o Book Now Button
2014 INNSPIRE CONFERENCE & TRADE SHOW
7. Content Marketing: Principles
1. Be consistent
o
Set realistic goals i.e. one new piece every month
2. Be authentic
o
Develop your own content based on your property and guests
3. Create quality, useful content
o
Know your audience. Quality over quantity.
4. It takes time to develop
o
Understanding this will help you succeed
5. Evolve/Adapt
o
Listen to your guests
2014 INNSPIRE CONFERENCE & TRADE SHOW
8. Content Marketing: Defining a
Strategy
NOT A STRATEGY
YES!
http://contentmarketinginstitute.com/2011/04/5-things-about-content-strategy/
2014 INNSPIRE CONFERENCE & TRADE SHOW
9. Content Marketing: Purpose
1. Provide education
o
Help potential guests find answers to their questions
2. Earn trust
o
When people share your content, you become a trusted resource
3. Assist in the buying cycle
o
NOT a direct sell
4. Court potential guests
o
You wouldn’t ask someone to marry you on the first date
5. Search Engine Optimization
o
Valuable content gets rewarded!
2014 INNSPIRE CONFERENCE & TRADE SHOW
10. Content Marketing: Developing
Content
Give users what they want
Topic ideas
• Provide real answers to real questions
• Area events/activities (Inside tips from a local)
◦ What questions do your guests ask you?
• What information would make a trip easier or more enjoyable
Take Inventory
• Use Analytics
◦ Evaluate readership
◦ Identify Popular/weak content
• If content is valuable
◦ Refine it
◦ Repurpose it in different formats
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◦
◦
◦
Info graphics
Videos
Press releases
Social Media
• If content is poor and provides no/little value
◦ Eliminate it
◦ Re-write or enhance relevant content
• Culture
• Area history
• Location information
• Sample itineraries (3 day, romantic, adventure)
• FAQs
• Traveling tips
• Meeting/Event planning guide
• Wedding planning checklist
• Commuting ideas (trains, buses, taxis)
• Group activities
• Child adventures
• Brewery guide
• Beach guide (umbrella rental, food, parking)
2014 INNSPIRE CONFERENCE & TRADE SHOW
11. Content Marketing: Syndication
◦ Create and stick to a schedule / Content Calendar
◦ For each content piece, identify
◦ Posting Dates
◦ Posting Times
◦ Posting Channel
◦
◦
◦
◦
◦
Your Website (where on website)
Your Blog
Social Channels
Email Marketing
Press Releases (If it is worthy)
◦ Content for each channel
◦ Images, videos, copy
◦ Maximizing efforts
◦ Repurpose engaging content pieces
◦ Tailor message to the channel/audience
◦ Character limits
◦ Hashtags
◦ Keywords
◦ Use Analytics, follow through, no question goes unanswered
2014 INNSPIRE CONFERENCE & TRADE SHOW
12. Social Media
Social media is based on the notion of “social”
– creating conversations for people
◦ Facebook Insights
◦ Engagement rate
Purpose:
•
•
•
•
•
•
•
Metrics:
Syndication platform
Analytical tool
Helps identify your audience
Get users to engage and generate content
Validates your offering
Gets influencers engaged
Branding and reputation
◦ Likes
◦ Comments
◦ Shares
◦ Reach
◦ Google Analytics
◦ Social Network Referrals Report
◦ Social Landing Pages Report
◦ Social Plug-In Action Report, if applicable
◦ Multi-Channel Assisted Conversions Report, i.e. Social
network
2014 INNSPIRE CONFERENCE & TRADE SHOW
13. Social Media: Stats
• 93% of marketers utilize Social Media in their overall marketing strategy
• Facebook has more than 727 million daily active users
• 500 million Tweets sent per day
• 300 million monthly active users on Google+
• 500,000 business accounts on Pinterest
Key Takeaway: Social Media is essential!
2014 INNSPIRE CONFERENCE & TRADE SHOW
