myhotel digital media strategy
Post on 19-Oct-2014
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Digital media campaign (planning, marketing, and social engagement) for hotel launch in Lebanon (mock)TRANSCRIPT
MyHotel Digital Media Strategy
Karim Kabbani
Agenda
Client Objec7ves
Targeted Audience
Placement Selec7on
Budget Breakdown
Digital Media Strategy + ROI
Crea7ve Content
Social Engagement
12-‐02-‐10 2/30
BRAND
• Increase Brand Awareness
• Showcase Logo,
Name, Pictures
Client Objec7ves
12-‐02-‐10 3/30
• Sustainability • Product Innova7on
• Business Dev.
• Financial
Accommoda2on REVENUE
• Business 40% • Leisure 10%
• Mee7ngs 30%
• Residents 30%
Client Objec7ves
12-‐02-‐10 4/30
• Sustainability • Product Innova7on
• Business Dev.
• Financial
Food & Beverage REVENUE
• Restaurants 40% • Weddings 30%
• Mee7ngs 30%
Client Objec7ves
12-‐02-‐10 5/30
Targeted Audience
Age • 18-‐70
Na7onali7es • Middle East (GCC + Lebanon), US, UK, GERMANY
Sexes • Male & Female
Educa7on Level • All Levels
Languages • Arabic, English, German, French
Behaviors • Consume internet media on Desktops, Laptops, Mobiles with Internet
Broad Target
12-‐02-‐10 6/30
Targeted Audience
Industries • Construc7on, Consultancies, Government, Bank, Oil & Gas, MICE
Behaviors • Business Traveling, Interna7onal Mee7ngs • Consume internet media on Desktops, Laptops, Smartphones
Marital Status • All
Interests • Business, Technology, Events, News
Business Guests
12-‐02-‐10 7/30
Targeted Audience
Behaviors • Consume internet media on Desktops, Laptops, Smartphones
Marital Status • All
Interests • Retail, Shopping, Sports, Ac7vi7es, Tourism
Leisure Guests
12-‐02-‐10 8/30
Targeted Audience
Behaviors • Consume internet media on Desktops, Laptops, Smartphones
Marital Status • All
Interests • Food & Dining, Cooking, Event Planning
Restaurant Guests
12-‐02-‐10 9/30
Targeted Audience
Behaviors • Consume internet media on Desktops, Laptops, Smartphones
Marital Status • Single, Engaged
Interests • Events, Food & Dining, Dancing
Wedding Guests
12-‐02-‐10 10/30
Placement Selec7on
Google Search Network • Query Based Placement
Google Display Network & Youtube • Context Based Placement
Facebook • Profile Based Placement
12-‐02-‐10 11/30
Placement Selec7on
Google Web Search
Google Image Search
Google Video Search
12-‐02-‐10 12/30
Placement Selec7on
Google Products (e.g . Gmail)
Partner Proper7es (e.g. New York Times)
12-‐02-‐10 13/30
Placement Selec7on
Facebook Interface
Age, Gender, Interests, etc.
12-‐02-‐10 14/30
hotel lebanon hotel beirut accommoda7on lebanon accommoda7on beirut lebanon vaca7on hotel in lebanon lebanon hotel beirut hotel hotel in beirut lebanon accommoda7on accommoda7on in lebanon beirut accommoda7on accommoda7on in beirut phoenicia hotel beirut hotel phoenicia beirut phoenicia beirut hotel phoenicia hotel in beirut beirut hotel lebanon lebanon beirut hotel beirut lebanon hotel hotel in beirut lebanon hotel beirut lebanon hotel lebanon beirut phoenician hotel beirut four seasons hotel beirut four season hotel beirut hotel royal lebanon royal hotel in lebanon royal hotel lebanon la royal hotel lebanon hotel habtoor lebanon habtoor hotel lebanon habtoor hotel in lebanon riviera beirut hotel riviera hotel in beirut riviera hotel beirut hotel riviera beirut movenpick hotel beirut hotel movenpick beirut movenpick hotel in beirut hotel cedars lebanon cedars hotel lebanon hotel in cedars lebanon hotel monroe beirut monroe hotel in beirut monroe hotel beirut
hotel lebanon hotel beirut hotel middle east accommoda7on lebanon accommoda7on beirut accommoda7on middle east luxury hotel lebanon luxury hotel beirut luxury hotel middle east 5 star hotel lebanon 5 star hotel beirut 5 star hotel middle east best hotels lebanon best hotels beirut best hotels middle east lebanon vaca7on beirut vaca7on middle east vaca7on
18 ini7al queries 5 star hotel middle east best hotels middle east hotel in lebanon lebanon hotel beirut hotel hotel in beirut lebanon accommoda7on accommoda7on in lebanon beirut accommoda7on accommoda7on in beirut phoenicia hotel beirut hotel phoenicia beirut phoenicia beirut hotel phoenicia hotel in beirut beirut hotel lebanon lebanon beirut hotel beirut lebanon hotel hotel in beirut lebanon hotel beirut lebanon hotel lebanon beirut phoenician hotel beirut four seasons hotel beirut four season hotel beirut hotel royal lebanon royal hotel in lebanon royal hotel lebanon la royal hotel lebanon hotel habtoor lebanon habtoor hotel lebanon habtoor hotel in lebanon riviera beirut hotel riviera hotel in beirut riviera hotel beirut hotel riviera beirut movenpick hotel beirut hotel movenpick beirut movenpick hotel in beirut hotel cedars lebanon cedars hotel lebanon hotel in cedars lebanon hotel monroe beirut monroe hotel in beirut monroe hotel beirut hotel moevenpick beirut metropolitan hotel in lebanon metropolitan hotel lebanon the plaza hotel beirut plaza hotel in beirut beirut plaza hotel plaza hotel beirut hotel plaza beirut suite hotel beirut gray hotel beirut la gray hotel beirut hotel faraya lebanon hotel in faraya leban royale hotel lebanon phoenicia hotel in lebanon phoenicia hotel lebanon hotel phoenicia lebanon habtoor hotel beirut
500,000 related queries
Keyword Tool
Placement Selec7on Genera7ng Queries
See Query Handout for detailed view 12-‐02-‐10 15/30
Placement Selec7on Finding Relevant Context
For Google Display Network
See Placement Handout for detailed view
12-‐02-‐10 16/30
Budget Breakdown
• Brand, Accommoda7on, F&B Objec7ve
• Posi7oning, Guests, Ac7vity Category
• PRE & POST • 37 days – 292 days • 50% -‐ 50% Client Launch
• GSN, GDP, F Media Channel
12-‐02-‐10 17/30
Budget Breakdown
See Budget Breakdown Handout for detailed view
12-‐02-‐10 18/30
Digital Media Strategy
Most effec7ve communica7on
channels
Volume of media required
to achieve objec7ves (Reach/
Frequency)
Tac7cs to ensure ROI / Increase Brand Percep7on
12-‐02-‐10 19/30
Objec7ve: Brand
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPM)
US UK GER
GSN + GDN
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPM)
US UK GER
GSN + GDN
Facebook (CPM)
Daily Budget $250 $50 $105 $15 $6 $5 $25
Reach 335,000 Monthly Queries
9 Million People
160,000 Monthly Queries
335,000 Monthly Queries
9 Million People
160,000 Monthly Queries
178 Million People
Daily Es2mated Clicks
120 -‐ 50 7 -‐ 2 -‐
Total Es2mated Clicks
4300 -‐ 2000 2000 -‐ 600 -‐
Average Ad Impression / User
-‐ 2.05 -‐ -‐ 1.38 -‐ 0.41
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 20/30
Objec7ve: Accommoda7on – Business Guests
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $120 $120 $52.5 $52.5 $15 $15 $7 $7
Reach 40,000 Monthly Queries
1.5 Million People
25,000 Monthly Queries
45.5 Million People
40,000 Monthly Queries
1.5 Million People
25,000 Monthly Queries
45.5 Million People
Daily Es2mated Clicks
10 522 5 78 2 65.2 0.8 10.4
Total Es2mated Clicks
370 19,300 185 2900 600 19,000 250 3050
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 21/30
Objec7ve: Accommoda7on – Leisure Guests
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $40.5 $40.5 $17 $17 $5 $5 $2.5 $2.5
Reach 200,000 Monthly Queries
3 Million People
100,000 Monthly Queries
78 Million People
200,000 Monthly Queries
3 Million People
100,000 Monthly Queries
78 Million People
Daily Es2mated Clicks
10 176 4 74 1 9.8 0.5 4.9
Total Es2mated Clicks
370 6500 150 2700 300 2860 150 1431
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 22/30
Objec7ve: Accommoda7on – Mee7ng Rooms
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $120 $120 $52.5 $52.5 $15 $15 $7 $7
Reach 20,000 Monthly Queries
1.6 Million People
15,000 Monthly Queries
4.7 Million People
20,000 Monthly Queries
1.6 Million People
15,000 Monthly Queries
4.7 Million People
Daily Es2mated Clicks
8 500 2 114 1 65 0.1 15
Total Es2mated Clicks
300 18500 100 4218 300 19000 30 4300
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 23/30
Objec7ve: Accommoda7on – Residents
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $120 $120 $52.5 $52.5 $15 $15 $7 $7
Reach 50,000 Monthly Queries
3 Million People
75,000 Monthly Queries
38 Million People
50,000 Monthly Queries
3 Million People
75,000 Monthly Queries
38 Million People
Daily Es2mated Clicks
25 522 7 105 3 65 1 14
Total Es2mated Clicks
1000 19300 250 3900 900 19000 300 4100
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 24/30
Objec7ve: F&B – Restaurant
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $155 $155 $74.5 $74.5 $20 $20 $9 $9
Reach 40,000 Monthly Queries
0.8 Million People
10,000 Monthly Queries
30 Million People
40,000 Monthly Queries
0.8 Million People
10,000 Monthly Queries
30 Million People
Daily Es2mated Clicks
10 674 2 152 5 87 0.1 18
Total Es2mated Clicks
370 25000 100 5600 1500 25400 30 5250
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 25/30
Objec7ve: F&B – Weddings
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $120 $120 $52.5 $52.5 $15 $15 $7 $7
Reach 10,000 Monthly Queries
0.1 Million People
1,000 Monthly Queries
4 Million People
10,000 Monthly Queries
0.1 Million People
1,000 Monthly Queries
4 Million People
Daily Es2mated Clicks
5 521 1 100 1 65 0 14
Total Es2mated Clicks
200 19000 40 3700 300 19000 0 4000
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 26/30
Objec7ve: F&B – Mee7ng/Restaurants
Stage: Pre-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Stage: Post-‐Client Launch
M.E.
GSN + GDN
Facebook (CPC)
US UK GER
GSN + GDN
Facebook (CPC)
Daily Budget $120 $120 $52.5 $52.5 $15 $15 $7 $7
Reach 70,000 Monthly Queries
1 Million People
20,000 Monthly Queries
3 Million People
70,000 Monthly Queries
1 Million People
20,000 Monthly Queries
3 Million People
Daily Es2mated Clicks
20 300 3 80 2 40 0.5 10
Total Es2mated Clicks
750 11000 100 3000 600 12000 150 3000
37 days 292 days
Digital M
edia Strategy
12-‐02-‐10 27/30
ROI
$200,000 Campaign Es7mated Results: 300,000 Clicks (i.e Visitors) – in 329 days
Assump7ons: o 10% of visitors show interest (e.g. 7me spent on site)
30,000 Leads
o 20% conversion rate (dependent on sales skills, quality
of service, etc.) 6,000 Customers
o $500 Average Revenue Per Hotel Customer $3M Revenue
o Assuming 70% of 3M would have increased anyway
$0.9M Increase on Total Revenue
Customers
Leads
Visitors
12-‐02-‐10 28/30
Crea7ve Content
12-‐02-‐10 29/30
Social Engagement
Community Manager Role
or
12-‐02-‐10 30/30
Media Agency
Social Engagement
12-‐02-‐10 31/30
Social Engagement
12-‐02-‐10 30/30
Social Engagement
12-‐02-‐10 30/30
Social Engagement
12-‐02-‐10 30/30
Social Engagement
12-‐02-‐10 30/30
Thank You Ques7ons? More Informa7on?
MyHotel Digital Media Strategy
12-‐02-‐10 30/30