1 If you need technical assistance with the webcast, contact us at [email protected]and we will assist you immediately. Digital Marketing Webinar Series The Hotelier's Action Plan to Meet 2013 Digital Marketing Challenges November 7, 2012 Overview of Format and Topic Overview of Format and Topic Fran Brasseux Executive Vice President, HSMAI
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Overview of Format and Topic - Webinars, Webcasts, LMS ...eoplugin.commpartners.com/HSMAI/121107/121107_Slides.pdf · Core Marketing: Remarketing & Retargeting Retargeting & Remarketing:
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Business-need campaigns = based on concrete business needs for the
property, not advertising driven.
Capital Investments, Strategy & Consulting = necessary to keep your direct
online channel presence “healthy”:
• website redesign + technology upgrades
• consulting, analytics and website hosting
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Putting It
All Together
Budget Line Item % of Budget to Allocate
Core Initiatives
SEM 25%-30%
SEO 8%-10%
“Show Prices” CPC Program on TripAdvisor 5%-10%
Mobile Website & Marketing 5%-8%
Tablet Website 2%-3%
Email Marketing 2%-4%
Online Video 2%-4%
Remarketing & Retargeting 4%-8%
Reputation Management 2%-3%
Business-Needs Driven Campaigns
Multichannel Initiatives to Tackle Concrete
Business Needs
15%-25%
Capital Investments, Consulting &
Operations
Website Re-Design + CMS Technology
Upgrade
15-25%
Consulting & Campaign Management 8%-10%
Web Analytics & Campaign Tracking 2%-3%
Website Operations 2%-3% 30
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Bryan Owen
Director, Creative Services &
Interactive Marketing
Hershey Entertainment & Resorts
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Business Considerations• 11+ Diverse Brands across T&E• 65% of revenue from May - August• NY/NJ, Philly, DC, Baltimore, DC, HLLY• Internal Marketing group services all
• Corporate goals establish targets• Research sets the direction• Collaboration ensures alignment• Digital Strategy establishes priorities• Digital Roadmap identifies initiatives• Sourcing strategy facilitates execution
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Research Inputs• Guest Satisfaction Surveys• Social Media Listening• Primary Research• Road Tour• Trend Analysis• Performance reports
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• What is our strategy for _______?(“I don’t know” is not a valid answer)
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3 Levels of Strategy• Overall Digital• By Channel (e.g. Mobile, Social, Email)• By Brand (e.g. The Hotel Hershey)
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Alignment• Interviews with Brand Managers• Weekly Marketing Strategies Meeting• Cross-Pollination (people and money)• Published trends and strategies• Digital accountability for priorities
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Loren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Keeping the Team on Track“Who really is on THE TEAM?”
So how to keep everyone on track� Don’t ‘glamorize’ digital marketing� Keep all vested players informed� Vet any new unscheduled initiative� Keep ahead of trends� Maintain a constant awareness of progress� No surprises
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Questions?Questions?Panel Moderator: Dr. Bill Carroll, Senior Lecturer,
Cornell UniversityPanelists:
Bryan Owen
Director, Creative Services &
Interactive Marketing
Hershey Entertainment & Resorts
Max Starkov
President & CEO
HeBS DigitalLoren Gray
Director of E-Commerce
Ocean Properties, Ltd.
Upcoming Webinars:
#9 in the 10-part Revenue Management series:
Translate Math to English
November 27, 2012 ♦♦♦♦ 2:00-3:30 pm EST
#10 in the 10-part Revenue Management series:
Keeping Up With Trends
December 18, 2012 ♦♦♦♦ 2:00-3:00 pm EST
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HSMAI’s Newest Certification:
The Certified Hospitality Digital Marketer (CHDM)
Coming this month!
HSMAI Adrian Awards Gala,
January 28, 2013 – Reserve Your Tables
and Seats Today at
www.adrianawards.com
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