the roi of social media. enter the 2013 social hotel awards:
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THE ROI OF SOCIAL MEDIA
HostJeff WeinsteinEditor in ChiefHOTELS Magazine
Expert AnalystAmy Jo MartinFounder, Digital RoyaltyLas Vegas
Diana PlazasDirector of Global Brand MarketingDoubleTree by Hilton
PANELISTS
Scott Warriner, Senior Manager Marketing Best Western
Matthew ClydeChief StrategistIdeas Collide
Kerri HoldenSenior Director of Public Relations – Americas, Four Seasons Hotel Austin
Diana PlazasDirector of Global Brand MarketingDoubleTree by HiltonDiana Plazas (@dianap)
DoubleTree by Hilton’s Cookie CARE-a-van
Cookie CARE-a-VanTo launch the new brand, DoubleTree by Hilton decided to feature its world-famous cookie in a BIG way: The DoubleTree by Hilton Cookie CAREavan Tour, a nationwide bus tour to deliver cookies and smiles from coast to coast and evangelizing the tenets of the new DoubleTree brand.
Marketing Objectives:• Generate awareness of DoubleTree by Hilton's rebranding and the meaning behind
the brand• Increase Doubletree by Hilton Facebook "likes" and Twitter followers • Increase community engagement • Reward loyal and engaged fans and followers• Increase Hilton HHonors member registration• Encourage Sweet Deals email Registration• Generate social public relations buzz• Generate positive sentiment in the social ecosystem
1 Truck + 50 States + 25th Anniversary
Digital Royalty
OMD
Larid+Partners
Ketchum
Gensler
Organic
1,000 employees
125 DoubleTree by Hilton Hotels
The Tour “Hub”
• Socialites Program• #SweetBreak Stops• Cookie Truck Contest • Public relations • Blogger outreach • Partnerships• Charity involvement
Integrated Campaign
• 270,000 Cookies • 120% increase in Facebook “Likes”• 10,000+ Sweepstakes entries • 130 Foursquare check-in’s • 1,200 print & online features• 230 broadcast features • 2 billion impressions
The Results
Our Top 5 2011 Insights
Personalized, humanized, “delightful” One simple message Employee/property relevant; localizable Current Integrated among all disciplines
Return on Influence
• May = 87• June = 95• July = 116• August = 125
44% increase in ROI score for August compared to
May
Matthew ClydeChief Strategist, Ideas Collide
Scott Warriner, Senior Manager Marketing Best Western
Best Western International’s “Be A Travel Hero” Facebook promotion
® 2013 Ideas Collide Inc.
The Four Seasons Austin “Say I Do” and “2012 Wedding Trends” Pinterest boards
Kerri HoldenSenior Director of Public Relations – Americas, Four Seasons Hotel Austin
A Very Pinteresting Platform
What is Pinterest ?
Online Pinboard – with a social media twist
Rapidly growing social media network
“Chick magnet”
Aspirational Motivator
Driver of Website Traffic
Four Seasons Austin on Pinterest Started pinning January 2012
Guiding Principles
-70/30 Rule
Four Seasons Austin on Pinterest Early Accolades
“
”
Quintessential Austin
Wedding Trends 2012
Bucket List Adventures
Interaction on Pinterest
Ultimate Austin PinTrip
May 1-31, 2012
Austin CVB Partnership
Fan-Gated Facebook Tab
Contest Overview
PinTrip Results
Best Practices in Pinterest Pace Yourself
The Golden Rule
Pretty, Pretty Pictures
Compelling Captions
but…Pin Credit Where Credit is Due
Join the Conversation
Don’t Forget to Have Fun
QUESTIONS & ANSWERS
FOR MORE INFORMATION
Jeff Weinstein, HOTELS: jweinstein@hotelsmag.comScott Warriner, Best Western: scott.wannier@bestwestern.com
Matthew Clyde, Ideas Collide: matt@ideascollide.comDiana Plazas:Kerri Holden:
Amy Jo Martin:
Webinar recording and PowerPoint presentation will be emailed to you within 48 hours.
For more information:www.hotelsmag.com
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