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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

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Recap Last Years Session

• Facebook

• Pinterest

• Instagram

• Twitter

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Second Polling Question

• Is anyone using any of the following?

• HPA ads

• Retargeting in general

• Retargeting on social

• Paid Meta search

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What’s New This

Year in Social?

• Facebook

• LinkedIn

• Pinterest

• Instagram

• Twitter

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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

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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

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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

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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

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Facial Recognition

Google Photos

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Location Based MarketingBeacons

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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

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Not Your Customer!

• Data base submission

• Give and take model

• Give and charge model

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Your SOCIAL IDAll linked by: email or phone

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The Rise of Metamediaries

• Convenience of transacting

• Intuitive product offerings

• Lifestyle purchasing behavior

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Traditional Social Marketing

Yields Diminishing ROI’s• First organic reach

diminishes

• Growth in newsfeed bidding competition causes higher bids

for lower ROI’s

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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

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Auf Wiedersehen!