2. How to Brand Your Chapter to
Become an Industry Icon
The HSMAI
Leadership
Conference
The HSMAI
Leadership
Conference
How to Brand Your Chapter to
Become an Industry Icon
With Loren GrayWith Loren Gray
3. What are we
talking about?
In today's world, we
constantly hear about
branding, be it self-
branding, building a
brand, becoming a brand,
it comes in many flavors.
Are we really
aware of what
we are dealing
with?
Lets define where we are
both in tech and itâs use.
What can you do
with all ofâ itâ?
Case studies on real use-
abilities and a definition
of workflow.
How can you
make âitâ work?
Methods, tools and
processes.
01 02 03 04
Whatâs Happening In The Next Hour
The HSMAI Leadership Conference
Bit.ly/leadershipwb1
4. 4
Lets Take a moment.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 53 48 56
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Leadership Conference
6. âICON -Someone or something
regarded as embodying the
essential characteristics of a..,
group, or industry.â â Meriam Webster
4th edition
The HSMAI Leadership
Conference
7. WHATâS NEXTâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
8. The HSMAI Leadership
Conference
LETS GET WARMED UP
Open your iPhoneâs âSettingsâ menu, select âPrivacyâ, then
âLocation Servicesâ, then scroll all the way down to âSystem
Servicesâ.
In System Services scroll all the way down to the bottom,
press âSignificant Locationsâ and look at the âHistoryâ
section. Click on one of the area names to see where youâve
been.
9. 2:51 Hours A DAY
The average time spent
on smartphones is 171 minutes a
day (2hrs 51mins)
4:33 Hours A DAY
The average time spend
on smartphones AND tablets is
261 minutes a day (4hrs 33mins)
1:16 Hours on Social Media
The average user spends 76
minutes a day (1hr 16mins) on
the top 5 social media apps
1
2
3
Massive interaction
The average user will tap, swipe,
click their phone 2,617 times a
day
Massive Daily Attention
The average smartphone user
checks their device 47 times a
day / 17,155 a year.
Daily Addiction
80% of smartphone users check
their phone within 1 hour of
waking or going to sleep, 35% of
which will do within 5 minutes.
4
5
6
Perpetually Tethered
Conversation killer! 85% of
smartphone users will check their
device while speaking with
friends and family
Hard Habit
47% of smartphone users have
attempted to limit their usage in
the past â only 30% of which feel
they were successful
We keep them close by
94% surveyed keep there
mobile phone within 3 ft at all
times even while sleeping
7
8
9
Smart Phones and Mobile
The epicenter of communication opportunity every day
10. The HSMAI Leadership
Conference
In an American Express survey commissioned last year,
consumers illustrated their demand for more enriched
lives and personal fulfilment through experience and
learning. Over 72 per cent of respondents said they
would rather spend money on experiences than things.
Further, 88 per cent said travel is the number one
dream on their lifeâs bucket list, ranking higher than
family or wealth.
11. WHATâS NEXTâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
12. 12
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 53 48 56
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Leadership Conference
13. WHAT'S NEXTâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
14. 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)
Group Short Term Replacement
The HSMAI Leadership
Conference
15. 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
The HSMAI Leadership
Conference
16. WHATâS NEXTâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
17. 17
Lets Take a moment
for Some Feedback.
Open your phone | Tablet | Laptop and go
to www.Menti.com
01
Se the Code 53 48 56
02
Enter you selection
03
The HSMAI ConferenceThe HSMAI Leadership Conference
18. WHATâS NEXTâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
20. The HSMAI Leadership
Conference
Define your purpose for each effort;
⢠Event
⢠Membership
⢠Industry contribution
⢠Community Support
⢠Membership value contribution
Define your demographics for each effort;
⢠Personaâs
⢠Position
⢠Company affiliation
⢠Geography
⢠Interests
⢠Behaviors
Define your timeline for each effort;
⢠When is the content to be distributed
⢠When is everything (content, images, links, tracking for all) is to be
ready for use
⢠What channels are to be used
⢠Who needs to be approving and when
22. MARKETING RESOURCE TOOLS
ď Google Analytics
ď Google Data Studio
ď Google Ads
ď Google My Business
ď Google Search Console
ď Google Trends
ď Google Training
ď Bing Analytics
ď Bing Ads
ď Bing Training
ď Linkedin
ď Insights
ď Organic
ď Paid Ads
ď Navigator
ď Training
ď Facebook
ď Business Manager
ď Blueprint Training
ď Twitter
ď Paid
ď Organic
ď Pinterest
ď Paid
ď Organic
ď Instagram
ď Paid
ď Organic
ď Retargeting
ď Proximity Marketing
ď CRM -- Emails
ď 3rd Party Services
ď Primarily APIâs
ď Software Services
The HSMAI Leadership
23. TOOLS TO USE FOR STRATEGY
ďAlbacrose - tracking
companies who visite your
site by filters
ďSocialInsider - Social
research of comps
ďAdobe Spark - free visual
graphics
ďPowtoons - animations and
presentations
ďSocialStudioFX - templated
social sized image creation
ďDoodly - sketch drawings
ďVidyoze- custom cinema
graphics
ďVideoremix - custom
inserted email videos
ďOwox - AI forecasting
ďSnip.ly - make shared links
you gather data and ad a
link
ďBit.ly- make custom short
links
ďWhatAGraph - make great
image-based reports
ďStepshot (Xerox learning
fix)
ďClipman-- may AI video Adâs
ďKingsumo - make contests
ďFleeq
ďPromorepublic - social
content generator
ďAwario -- influencer finder
and all things online
monitor
ďVisme.co - awesome
grpahics creator
ďTrendsmap -- live review of
whats being used in your
location
ďPlannable -approval based
social posting on one site
ďDesignbold - great rich
media creator
ďSalesflare - great lead
tracker and contact follower
ďRocketium -- make videos
ďQuriobot - custom bot and
logic creator for your
website
ďNewoldstamp - custom
signature creator
ďBookafy - custom
appointment scheduler
ď24 sessions -- custom video
meetings planner with a
recorder
ďDubb - for video email
inserts
ďWoven Calendar for multi-
person time picks
ďBrandzooka - actual video
commercials on sites and tv
stations
ďEngageform -- for contest
and surveys and quizzes
and live engagement
ďBanjo - social media
hunting by location
ďWebTextTool â amazing
page content writer
ďiSpionage â Compset tool
ďSpyfu â Online comp-set
tool
ďA360 â ADA compliance
service
ďADA compliance tool
https://wave.webaim.org/
ďGDPR toolkit â
ďFindthatlead â monthly
draw of leads
ďAppsumo â refereal link
https://appsumo.com/r/kvc
xayt/
ďProduct hunt â site for new
tools
The HSMAI Leadership
24. TOOLS TO USE FOR STRATEGY
ď Albacrose - tracking companies
who visite your site by filters
ď SocialInsider - Social research of
comps
ď Adobe Spark - free visual
graphics
ď Powtoons - animations and
presentations
ď SocialStudioFX - templated
social sized image creation
ď Doodly - sketch drawings
ď Vidyoze- custom cinema
graphics
ď Videoremix - custom inserted
email videos
ď Owox - AI forecasting
ď Snip.ly - make shared links you
gather data and ad a link
ď Bit.ly- make custom short links
ď WhatAGraph - make great
image-based reports
ď Stepshot (Xerox learning fix)
ď Clipman-- may AI video Adâs
ď Kingsumo - make contests
ď Fleeqâ Training and
presentations
ď Promorepublic - social content
generator
ď Awario -- influencer finder and
all things online monitor
ď Visme.co - awesome graphics
creator
ď Trendsmap -- live Twitter of
whatâs being used in your
location
ď Plannable -approval based
social posting on one site
ď Designbold - great rich media
creator
ď Salesflare - great lead tracker
and contact follower
ď Rocketium -- make videos
ď Quriobot - custom bot and logic
creator for your website
ď Newoldstamp - custom
signature creator
ď Bookafy - custom appointment
scheduler
ď 24 sessions -- custom video
meetings planner with a
recorder
ď Dubb - for video email inserts
ď Woven Calendar for multi-
person time picks
ď Brandzooka - actual video
commercials on sites and tv
stations
ď Engageform -- for contest and
surveys and quizzes and live
engagement
ď Banjo - social media hunting by
location
ď WebTextTool â amazing page
content writer
ď iSpionage â Compset tool
ď Spyfu â Online comp-set tool
ď A360 â ADA compliance service
ď ADA compliance tool
https://wave.webaim.org/
ď GDPR toolkit â
ď Findthatlead â monthly draw of
leads
ď Appsumo â refereal link
https://appsumo.com/r/kvcxayt
/
ď Product hunt â site for new
tools
SOCIAL CREATIVE RESEARCH PRODUCTIVITY SALES MARKETING
The HSMAI Leadership
29. The HSMAI Leadership
Conference
TOOLS IN A FLOW
First Steps
1. Identify all platforms, channels, and resources (website,
affiliations etc.,)
2. Identify current tracking capabilities for all platforms used,
(FB Pixel, Twitter Pixel, Linkedin Insights pixel, Google GA
and GTM shell- all for website) Event tracking conversion
software
3. Define âpoint of truthâ scheduling and posting software and
who has access and authority.
30. The HSMAI Leadership
Conference
TOOLS IN A FLOW
First Steps Continued..
4. Create a full calendar of all aspects all efforts, (events, content
sharing, membership communication, community engagement)
5. Decide for each what channel is to used and by whom, who
creates what, with final authority of who pulls the trigger
6. Identify goals assigned to each effort, (attendance,
membership increase, community recognition, etc.,)
31. RESOURCES
ď Fuel Travel Podcast
ď This Week In Hospitality Digital Marketing Live Show
ď Tim Peter Podcast
ď Social Media Marketing Podcast
ď Search Talk Live
ď Koddiâs Blog
ď Flip.toâs Blog
ď HSMAIâs Blog and Newsletter
The HSMAI Leadership
Conference
32. WRAP UPâŚ
ďSection 1
ďSegment 1 â What are we talking about?
ďSegment 2 â Are we really aware
of what we are dealing with?
Feedback
ďSegment 3 â What can you do with all ofâ itâ?
Feedback
ďSegment 4 â How can you make âitâ work?
ďFinal Q/A
@LORENGRAY
@HSMAI
#MakeItWork
The HSMAI Leadership
Conference
33. REMEMBER, WE
ALREADY HAVE AN
INDUSTRY ICON
RECOGNIZED BY
OUR EVENT, AND
THIS ROOM IS
LOCATED IN AN
ICON OF A
RESORT!
The HSMAI Leadership
Conference
34. Presentation replay, presentation deck,
links, resources and Webinar are atâŚ
https://www.HospitalityDigitalMarketing.com/hsmai-leadership-conference
OR
Bit.ly/hsmaileadership
The HSMAI Leadership
Conference
35. THANK YOU
âFor The Privilege of
your timeâ @LORENGRAY
Bit.ly/hsmaileadership
The HSMAI Leadership
Conference
Editor's Notes
Donât blitz anymore
Three types of data in a radius local / visitor / traveler take business out of your competitor.
Geofedia â calgary example
Twitter triggers for responses or unhappy guests at your competitors
Gravy targeting concert goes passing by your venue
Beacons
Messenger tools to push notify