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  • 2

  • Presenters

    Calvin Anderson

    Director of Revenue Management

    New York Hilton Midtown

    Loren Gray

    VP Digital Strategy

    Standing Dog

    Interactive

  • First Polling Question

    • Since our last ‘visit’ together do you use paid Social Media? Y/N

    4

  • Recap Last Years Session

    • Facebook

    • Pinterest

    • Instagram

    • Twitter

    5

  • Second Polling Question

    • Is anyone using any of the following?

    • HPA ads

    • Retargeting in general

    • Retargeting on social

    • Paid Meta search

    6

  • What’s New This

    Year in Social?

    • Facebook

    • LinkedIn

    • Pinterest

    • Instagram

    • Twitter

    7

  • Facebook

  • • Power Editor

    • Paid Social Ads

    • Custom Audiences

    • Lookalike Audiences

    • Specific / Topic / Category

    • Dynamic Email Targeting

    • Dark Social

    • Facebook Apps

    • Local Directory

    • Open Graph Search

    • Dynamic Ads

  • 10

  • LinkedIn

  • Social Selling through Sales Navigator

    • InMail Messaging

    • Lead Builder

    • Lead Recommendations

    • Enhanced “Who’s Viewed”

    • Real-time Sales

    Intelligence

  • Pinterest

  • The World’s Largest Catalog! • Male audience has

    more than doubled in

    the past year

    • Buy Now Button with

    Apple Pay

    • Food and lifestyle are

    strongest

    • SMERF Business is

    strong

    • Average purchase is

    higher than Facebook

  • Instagram

  • Fun Facts About Instagram

    • Massive Active

    Audience

    • Beating Twitter on

    instant engagement

    volume

    • Ability to convey

    message with no text

  • Twitter

  • Twitter – New

    Uses, New Tools

    • Twitter Cards

    • Twitter DM Campaigns

    • Twitter Paid & ‘Buy Now’

    Button

    • Twitter Advanced/Historical

    Search

  • Oh and…..

    • Predictive Modeling

    • Dynamic Retargeting

    • Google Analytics

    &GTM use

    • Visual Recognition

    • Facial Recognition

    • Location Based

    Marketing

    • Live Broadcasting

    19

  • The really big difference this

    year • Its still important to know who your guest

    is.

    • But its so much more important to know what they are interested in

    20

  • 21

  • 22

  • 23

  • 24

  • 25

  • 26

  • Visual Recognition • Wave phone over any item

    with the Shazam camera logo on it or a QR Code

    • Instantly get taken to custom mobile experiences including interactive content, special offers, and ability to purchase items or share them with others.

    • Lives side-by-side with the existing Shazam audio functionality

    28

  • Facial Recognition

    Google Photos

    29

  • Location Based Marketing Beacons

    30

  • So what’s the forecast? 1. Social Media platforms own the customer base,

    not the business

    2. Internal Social ID capture is everything

    3. Metamediaries will continue to grow

    4. Traditional social/digital marketing models will

    yield lower ROI’s, so alternatives will be found

    5. Rise of the “long tail” and fall of the brand

    31

  • Not Your Customer!

    • Data base submission

    • Give and take model

    • Give and charge model

    32

  • Your SOCIAL ID All linked by: email or phone

    33

  • The Rise of Metamediaries

    • Convenience of transacting

    • Intuitive product offerings

    • Lifestyle purchasing behavior

    34

  • Traditional Social Marketing

    Yields Diminishing ROI’s • First organic reach

    diminishes

    • Growth in newsfeed bidding competition causes higher bids

    for lower ROI’s

    35

  • Rise of the “Long Tail” = Brand Disruption

    • Distribution no longer

    hindered by “shelf

    space”

    • The individual player

    gains exposure

    • Customer valuation focus

    on actual offering vs.

    branding

    • Brand searches for new

    relevance

    36

  • Auf Wiedersehen!