The Social Media & Content Marketing Revolution
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Presentation for the ULTRA Luxury Travel Exchange in Miami, FL for 2013.
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The Social Media & Content Marketing Revolution
- 1. 1 ©2012 MarketBridge Corp.– 1 –! THE! REVOLUTION! SOCIAL MEDIA &! CONTENT MARKETING! Understanding the Value of and Incorporating Social Media into a Marketing Plan! 4350 East West Highway Bethesda, MD 20814 240-752-1800! 49 Stevenson St, Suite 660 San Francisco, CA 94105 415-986-5800! www.market-bridge.com @marketbridge! Prepared for ULTRA Luxury Exchange June 3, 2013!
- 2. 2 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Defining! PARAMETERS! Overview! ANALYSIS! LANE DOUGLAS Principal, Social Media Solutions ldouglas@market-bridge.com! @lanedouglas! • Lead for Social Media analytics and solutions at MarketBridge • Architect for SQ Index, patent-pending social media scoring index. • Lead consultant / social media strategist for Mexico Tourism Board in 2011-2012 • Co-founder Ataway Exchange digital marketing conference • Social media consultant for top brand destinations and properties in Las Vegas, Orlando, Boston • 15 years online marketing experience linkedin.com/in/lanedouglas! EMAIL! TWITTER! LINKEDIN!
- 5. 5 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! revolu'on “a far reaching and dras.c change, especially in ideas, methods, etc.” Collins Dic'onary
- 6. 6 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! SECTION 1 – DEFINING PARAMETERS
- 7. 7 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Information! Source! ๏ News! ๏ Weather! ๏ Stocks! Information is “one way”! Person A! Person B! Understanding Social Media Social Media extends beyond the platforms of Facebook, Twitter and YouTube SECTION 1 – DEFINING THE REVOLUTION
- 8. 8 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Company! Website! Person A! Person B! Information is “shared”! UGC! “User-Generated Content”! Understanding Social Media Social Media extends beyond the platforms of Facebook, Twitter and YouTube SECTION 1 – DEFINING THE REVOLUTION
- 9. 9 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! We Didn’t Always Like Travel Photos There was a period when seeing someone’s travel photos was considered torture. SECTION 1 – DEFINING THE REVOLUTION
- 10. 10 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! The Carousel Has Changed… But the concept has not! Social media has revolutionized the idea of sharing. SECTION 1 – DEFINING THE REVOLUTION 28 others like this.
- 11. 11 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! How Social Media Influences Travel Word of mouth and recommendations from friend still drive the game SECTION 1 – DEFINING THE REVOLUTION 63% Recommenda=ons by friends/family the number one factor inspiring travel decisions 87% Use Facebook for inspira=on when considering travel plans and des=na=ons 68% Use a mobile device to share experience with friends while on vaca=on
- 13. 13 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! The Starting Line SECTION 2 – BEST PRACTICES • Have an account! • Have at least 25 Likes! • Know how to access admin section! • Can change timeline banner and profile pic! • Can locate Facebook Insights! • Have an account! • Know how to “tweet” ! • Know how to follow another person on Twitter! • Understand what a #hashtag is! • Have a Google account (Gmail, Gdrive, YouTube)! • Can upload a video! • May or may not understand what a YouTube “Channel” is!
- 14. 14 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES 1! Invest in Social Ad Placement! • Target specific demographics and audiences!
- 15. 15 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Invest in Social Ad Placement! • Target specific demographics and audiences! • Easily outsourced and managed! 1!Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 16. 16 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Invest in Social Ad Placement! Growth For Facebook As Factor of Ad Spend September 2011 – June 2013 6,385 Likes Sep. 1, 2011 942,775 Likes May 31, 2013 • Target specific demographics and audiences! • Easily outsourced and managed! • Grow social community ! 1!Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 17. 17 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Think “Service”… not “Social”! • Understand that social media is the medium, not the strategy! • Provide answers and follow up! • Search Twitter for brands you represent with the hashtag #SUX or #FAIL! 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 ICH Ritz-‐Carlton Park HyaT Waldorf Astoria Extended TwiNer Reach TwiNer Men'ons TwiTer Men=ons Extended TwiTer Followers 2!Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 18. 18 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! “It’s #SeaTurtle season in #PalmBeach. Eggs can hatch as early as May with the majority hatching July thru October.”! ! May 30 4:14 PM! Content Marketing! ! “a marketing technique of creating and distributing relevant content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”!
- 19. 19 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! 2! February 2013 Edition! NEW: Kickstart your Social Business. Read hTp: ow.ly/hUITM or talk with @geoff_deweaver @PeachyNews by @Richard L. Rhodes 13K Followers For the month of February, IBM absolutely dominated when it came to getting it’s Twitter username (@IBM) and hashtag (#ibm) mentioned by other Twitter users and influencers. When we broke this down into an over-time volume trend, we noticed it was due to three very clear spikes as opposed to sustained volume. The reason was that IBM utilized their Twitter channel as a means of advertising a content piece on their e-Magazine portal called “Click.” On three separate days, they pushed the content on how to jump start your social business and received a significant amount of mentions and retweets as other users helped to push this content out to their extended following.! TW EMC 1240 TW VMWare 7661 TW CA 1584 TW IBM 40507 TW HP 283 TW BMC 1026 Volume of TwiNer Men'ons for IBM February 2013 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 Number of #IBM Men'ons Volume Trend For #IBM Men'ons February 2013 Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 20. 20 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Acquire a Listening Service! Determine whether there is any significant volume around a brand or topic.! ! Find significant trends or patterns as to when and why the conversation volume peaks and drops.! ! Discover sentiment around defined topics and determine overall consumer opinion.! ! Isolate key influential websites or individuals that more actively promote the brand than others.! ! Determine the “share” of overall volume a brand has against competitors or the larger industry.! ! Identify ways to strategically engage industry- related conversations as a content marketing strategy. ! 3!Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 21. 21 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! What is a Listening Report? Understanding the benefits of monitoring the social conversation arena SECTION 1 – DEFINING PARAMETERS 3! Acquire a Listening Service! Your! “OWNED”! Space! Your! “EARNED”! Space!
- 22. 22 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Tag Cloud for Word Frequency! The Color Scheme! Words that are larger and red and orange are the words occurring most frequently.! What’s Being Said?! The tag cloud locates words that get used in relationship to the search keywords and then visually displays their frequency of occurrence.! High Frequency! Low Frequency! The TIME of the year is a discussion as people inquire on social networks what people are doing for fitness given how cold it is outside.! ! Questions revolve around budgeting TIME so that exercise can truly happen with a hectic schedule.! ! Other conversations and discussions talk about it “being TIME” to get moving now that New Year’s resolutions are most likely to be broken in mid-to-late January. ! Time is a significant discussion factor in the social space around fitness!
- 23. 23 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Invest in a Publishing Platform! 4! • Build customized sections of Facebook ! • Run contests and sweepstakes! • Auto-schedule your posts across all platforms! • Convert social “Likes” to “Leads”! Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 24. 24 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Provide! Frequent Incentives! 5! • Partner with destinations, hotels or cruises! • Offer partnering entities the entries database ! • This is your “sample our product” opportunity! Five Best Practices in Social Media Basic to Intermediate Steps to Realize Growth in Social Media SECTION 2 – BEST PRACTICES
- 26. 26 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Growing the Social Community Base Social Ads and incentive programs contributed to overall growth SECTION 3 – CASE STUDY 8,660 Likes! Dec 1, 2012! 23,518 Likes! Mar 1, 2013! Before initiating any heavy social marketing, it was imperative that we grow the social base so that any results would be easily measured and have a greater impact. Social ads were invested in through Adapt.ly. Cost per fan was well below $0.50/fan.!
- 27. 27 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Listening For Topics of Interest Social listening and Facebook Insights used to determine consumer interest SECTION 3 – CASE STUDY 0 500 1000 1500 2000 2500 3000 300 400 500 600 700 800 900 1000 Daily Viral Organic Reach Weekly People Talking About This
- 28. 28 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Social Contests to Collect Emails A sweepstakes was built around “romance” to collect email addresses SECTION 3 – CASE STUDY The client partnered with a hotel who provided the sweeps package in exchange for the email database that would be acquired. Contest clues were posted on Facebook with links to the sweeps portal which resided on the website. Entrants provided name and email address to enter. Over 25,000 entries (8,000 uniques).!
- 29. 29 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Real Social Media Conversions The result was an increase in referral traffic to the company website SECTION 3 – CASE STUDY
- 31. 31 31 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! Quick Sample Budget Process SECTION 4 – THE FINANCIALS Annual Revenue Marketing Budget (16% AR) Social Media Budget (10% MR) Social Ad Spend Listening Service Social Publishing Platform Incentives Spend Sheet 1 Copyright © 2013 MarketBridge Inc., All Rights Reserved.! Q1! Q2! Q3! Q4! Total! $5M! $800K! $80K! $10,000! $10,000!$5,000! $5,000! $30K! $3,000! $3,000! $3,000! $3,000! $12K! $14,000! $14,000! $28K! $2,000! $2,000! $2,000! $2,000! $8K! $78K!
- 33. 33 The! REVOLUTION! Best! PRACTICES! The! FINANCIALS! Case! STUDY! Contact! US! What is a Listening Report? Understanding the benefits of monitoring the social conversation arena SECTION 1 – DEFINING PARAMETERS Lane Douglas Email: ldouglas@market-‐bridge.com TwiNer: @lanedouglas Slideshare: /lanedouglas www.market-bridge.com