marcus hotels facebook : facebook social media & you day 2 session 5 vs1
TRANSCRIPT
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Sales Revenue Marketing
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Facebook, Social & YOU
Sales Revenue Marketing2
@LorenGray
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Today is not about the ‘How to’ it’s about the ‘What can’ we do…
To learn the tools available in Facebook
To find the value in embracing social in your day to day operations… no reallyTo combine Sales, Revenue & Marketing into one mind
Sales Revenue Marketing
To prepare for 2017 in a realistic way
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Sales Revenue Marketing
What is the connection between Social SEO & Content?Customers and Content. People use search and social to discover content. Search engines and social platforms like content because it creates the basis for advertising opportunity. Put all three together and the sum is better than the parts – like a PB&J Sandwich.
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Sales Revenue Marketing
Digital Strategy – Guest Acquisition – The Really Short Version
Stay DateResearch Date(s)
Timeline
Prime Booking WindowResearch Period LOS
January February March
Departure Date
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Facebook Examples
Sales Revenue Marketing
Custom Audiences and Look-Alike Audiences
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Sales Revenue Marketing
In ten days31 new memberships
Costing $1,248
Total Revenue -- $201,500
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)
SOLD OUT
Membership and Short Term Replacement
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Sales Revenue Marketing
Stealing Market Share and Driving Local Business
Gender: FemaleAge: 24 - 34Relationship Status: SingleInterest: Live MusicLocated: Within a 5-mile radiusScheduled to Post: Friday @ 5 pm & 9 pm
Meeting Initiative F&B Initiative
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Daily & Long Term Strategies
Sales Revenue Marketing
It’s not just about campaigning…
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Sales Revenue Marketing
Attribution and Socials Real Value
Path Analysis Report for a Non-Branded hotel client.
Of all conversions where Social was a part of the discovery process by the consumer, 75% involved other channel touchpoints (social probably doesn’t get enough credit for driving bookings that they do).
Organic Search (and to a lesser degree Paid Search) were integral parts of that journey.
Again, another reason why a unified content strategy will provide these people with a better user experience that will improve engagement and bookings – and through that should improve rankings.
Social Engagement Does Not Occur In A Bubble
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Sales Revenue Marketing
Value is more than just the one effort
Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube) means that the content can continue to provide engagement long after the initial post.
Admittedly a challenge to find the best content formats to do this with Brand sites.
437 Sessions from Facebook
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Now for some REALLY cool stuff…
Sales Revenue Marketing
To combine Sales, Revenue & Marketing into one mind
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Sales Revenue Marketing
New ways to look at Digital Marketing Data and Revenue Management Strategies
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Sales Revenue Marketing
Sourcing Data to Define Strategies with GTM
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Sales Revenue Marketing
Merging Social, Analytics and Emails to Sales
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Sales Revenue Marketing
Isolating under performing opportunities
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Sales Revenue Marketing
There are lots and lots of tools available… How would you like to know what everyone is talking about… in real time
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Sales Revenue Marketing
To all facets of operation…
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Sales Revenue Marketing
You, you’re department, you’re property, & and you’re companies roles Daily…
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THANK YOU
Sales Revenue Marketing20
@LorenGraybit.ly/marcushotels16
“For the Privilege of your time”