1. Innisfree Digital Media
One Year

2. 17 Social Websites
85,815 Website Visits

3. Vanity Website Performance
$67,892 in sales on brand.com referred

4. 12 Facebook Pages
22,357 Facebook Fans Total Weekly
Reach as of
Fans Have 7,373,999 Friends February 15th
546,100
5,242 Facebook Updates Record
7926 Customer Comments Weekly Reach
187,105
(Hampton OB)

5. Brand Audience Reach &
Engagement (BARE)
% of Engaged Fans
BARE drives Reach. Reach drives Sales.
Our fans are more engaged than Lady Gaga’s.
HIR .06% Fish House .02%
Hilton PB .18% Margaritaville .007%
Hampton PB .13% Hilton Sandestin .014%
Hampton OB .23% Oreo Cookies .008%
HGI .26% Lady Gaga .015%
HIX .27%

6. Facebook Engagement
Strategy
Talk To Us
Virtual Concierge
Random
Acts of
Fun

7. Content Production
(Visual and Written)
47 Blog Posts

8. Twitter Stream
404 Twitter Followers
1446 Tweets
Klout Score 50
Go Pensacola 23
MacQuires 14
Hilton Sandestin 23
Alabama Beaches 41
PNJ 41
Visit Pensacola 44
Hilton Brand 59

9. Stephen Levy, Wired
Magazine: “The startling
transformation of standard
Google Search into an
amplifier of social content
means that no matter how
you cut it brands must
participate in Google+.”
6 Google+ Brand Pages
319 People Have Us in Their Circles
1 Customer Interaction

10. Visual Merchandising
Flickr Stream Custom Channel
1989 Photos 1 Video
Uploaded, Edited,
Posted and Tagged
5733 Photo Views

11. Claimed, Populated & Implemented
Best Practices
9 Trip Advisor Pages
9 Yelp Pages
7 Google Places Pages
2 Urbanspoon Pages
8 Foursquare Accounts

12. Emergent Social Platforms
I'm officially addicted to Pinterest. Shit. ;)

13. Structuring an Innisfree
Marketing Campaign
Coordinated
Creative
Innovative
Focused
Efficient
Strategic

14. Strategy is Always the Same:
Reach & Post Views Differentiate with
Organic Search. great guest
Generate Leads. experience & fun
times.
Conversions.
Innovate, test,
Awareness. tweak and repeat.
Loyalty.
3rd Party
Recommendations.

15. Random Random
Presence Acts of Fun te, Test, Tw Acts of Fun
on Emergent Talk ova ea
Social Channels to Us nn
Events
I
k,
s:
Events
Rep
Tactic
te, Test, Tw Social
ova
eat
nn
ea Media Differentiation Virtual
Deals & Fun Concierge
I
te, Test, Tw
k,
Content
s:
ova
Rep
Tactic
Curation ea
nn Virtual
eat
I
k,
Concierge
s:
Reach Social Random
Rep
Tactic
Content Deals Acts of Fun
Brand
eat
Creation
Loyalty
Strategies Content
Creation
Facebook
Ads Facebook
Contests Content
Events
Keyword Curation
Goal
te, Test, Tw
Research ova ea Review Site
nn Best Practices
I
k,
s:
te, Test, Tw
Rep
Tactic
Traditional
ova ea
SEO
Organic Sell Rooms nn
eat
I
k,
s:
Content Search Facebook
Rep
Tactic
Creation Contests
Brand
eat
Awareness
te, Test, Tw
Content ova ea ova
te, Test, Tw Random Facebook
Curation nn nn
ea Acts of Fun Ads
I
k,
Google + Google
s:
I
k,
Content
s:
Rep
Tactic
Places
Rep
Tactic
Talk Creation
eat
to Us
More
eat
New Leads Content
Conversions Curation
Review Site
Social Media
Deals Best Practices
Facebook
Ads
Content Reservation Landing Page
Content
Creation Curation Efficiency Optimization
Facebook
Contests
Website
Optimization

16. End of the World Campaign

17. End of the World ROI
Sales Sales Total Room Nights
Hilton Pensacola Beach $3,751.00 22
Hampton Pensacola Beach $3,420.00 34
Holiday Inn Resort Pensacola Beach $12,969.00 131
Hampton Orange Beach $3,960.00 43
Hilton Garden Inn Orange Beach $1,918.00 21
Holiday Inn Express Orange Beach $1,544.25 16
Totals $27,562.25
Ad Spend Spend Post Views Clicks Cost Per Click
(CPC)
PNJ Print Ad $468.75 39,000 0 0
PNJ Digital Ad $390.00 30,000 90 $4.30
Gambit Digital Ad $600.00 80,222 111 $5.40
Gambit Email Blast $800.00 8,876 60 $13.33
Graphic Design & Contest Management $932.00 0 0 $0.00
Facebook Paid Ads $2,019.42 6,662,265 3,175 $0.64
Totals $5,210.17 6,820,363 3,436

18. Food For
Thought.

19. 2012 Predictions
Worthy of Our
Attention
Social Media marketing will
just be called marketing.
Moved from growth
to saturation.
Dominant form of
online content.

20. So Lo Mo
Things that make you say hmmmmm.
42% of American hotels Products like PayPal Wallet
reservations were made will connect location, deals
with a mobile device in and purchasing through
2011. your phone.
iphone sales just surpassed 86% of Americans
the global birth rate. access mobile internet
while watching TV.
ipad user spends 6 times
more time with your
content.

21. Facebook Wins
Social Commerce. You will buy Hotel chains will grapple with
stuff on Facebook. social engagement on Facebook
where big brand scale is a hin-
Facebook data will determine drance. Last month Holiday Inn
overall direction for content introduced a Facebook landing
development and marketing page that directs users to
campaigns. regional portals.
Content marketing & customer First Facebook marketing
engagement will consume 65% conference is tomorrow. Expected
of brand marketing budgets. to announce Timeline page for
Facebook will be primary platform. brands. Timeline will demand
an increased focus on visual
merchandising.
thanks
for liking us!

22. Find Your Female Peeps
People who are most Female demographic
passionate about what is key to social
you’re doing are the campaigns. They dominate
new ‘influencers.’ online communities
60% of Facebook users and have the most
will post about your influence.
product for a deal.

23. Get Smart
Social Media Wild West Engage wherever,
is settled. Brands will whenever and however.
start to demand smart
strategy & ROI. Social data will be
stored, mined,
Digital content bought & sold.
sharing, conversations
& professional Social engagement
networking will will be rewarded
be vital to B2B. within traditional
loyalty programs.

24. Blazing a Trail;
Getting it Done
Organizations with more than 500 employees:
16 full-time digital team members
6 people outside the core team working part-time
8 outside contractors
24 digital properties
Innisfree:
1 full-time team member
12 social media coordinators
6 management supporters
2 outside contractors
40 digital platforms

25. Right Here, Right Now
Every Website/Facebook Combination needs:
Social media coordinator for 8 hours/week.
Daily facebook updates.
Daily Google Plus updates.
Engage & respond to all comments.
Content curation.
Content creation; visual & written.
Implement Talk to Us, Virtual Concierge & Random Acts.
Help organize & host events.
Keep GM’s and sales staff informed.
Participate in & contribute to Basecamp discussions.
Attend training sessions and strategy meetings.

26. Can be anyone
as long as they have:
An instinct & passion for social media.
Amazing instinct for content curation.
Great communication skills.
Long-term commitment to Innisfree.
Access to a mac desktop computer,
web cam, speakers & smart phone
or tablet.

27. Sales Department
Participation
Each Sales Department Needs To:
Facilitate digital reservations. Thoroughly review and quickly
approve graphic materials.
Learn to carefully track ROI
from digital campaigns. Handle incidentals like sudden
arrival of influencers.
Participate in the creation
of social media deals. Day to day support of social
media coordinator.
Work on generate leads
with Linked In.

28. Executive, GMs, DOS:
Participate in quarterly
campaign strategy meeting.
Define ROI goals.
Support sales teams &
social media coordinators.

29. Resilient Structure
Five Year Vision
Monitoring
Content Production
Display (visual and written)
Ads
Public Community
Relations Management
Marketing & Engagement
Campaigns
Director Content
of New Media Curation
SM
Coordinator
$$
SM SM SM
$ SM
Coordinator Coordinator Coordinator
$ $ Coordinator $
SM $
Coordinator
$ Strategy Development
The Social Ark - CEO, Executive Director of Strategy, Regional Director of Operations, Property General Manager, Director of Sales
Graphic Design
Marketing Analyst Sales Funnel
Optimization
$$$ SEO/Analytics
Development Manager
$$ Intelligence
Gathering
Technical Market
Development Assessment
$$$ Paid Leads &
per-click Conversions Reputation
Advertising Management