View
960
Download
2
Category
Tags:
Preview:
DESCRIPTION
Social media marketing driving business revenue, a webcast featuring an example from Club Carlson, the loyalty program for Radisson, Park Inn, Country Inn and Suites and Park Plaza
Citation preview
The Evolution of Facebook Marketing
We’ll begin shortly…
#SocialRev
Jim TobinFounder, PresidentIgnite Social Media
@jtobin
Joshua GundersonManager, Campaigns and
CommunicationsCarlson Rezidor Hotel Group
Presenters
Anita RootDirector, Member
Communication and EngagementClub Carlson - Americas
#SocialRev
Agenda
• Overview• Channel Strategies• Promotions• Learnings
#SocialRev
Carlson Rezidor Hotel Group
#SocialRev
Club Carlson
#SocialRev
5 Priorities for Social Media
1. Create Brand Awareness2. Evolve Brand Perception3. Engage Customers Directly4. Foster Loyalty5. Generate Revenue
Create Brand Awareness
PRIORITIES STRATEGIES KPIs
Evolve Brand Perception
Engage Customers Directly
Foster Loyalty
Drive Revenue
Drive Engagement via
Social Campaigns and Promotions
Bring Brand to Life with
Engaging Content for Target Market
Leverage Social Channels and
Industry Influencers
Revenue
Average Post Engagement Rate
Average Post Virality
Total Organic Impressions
Total Fans
#SocialRev
Revenue Growth
#SocialRev
Revenue Growth
Carlson exceeded 2013 Social Media Revenue Projections in Q1
Channel Strategies
#SocialRev
Driving Engagement on Facebook
#SocialRev
Property Photos are more Successful
#SocialRev
Facebook Engagement Rates
#SocialRev
Engagement and Content on Twitter
#SocialRev
“Retweet If…”
INCENTIVIZE
ENGAGE
HUMANIZE
#SocialRev
Twitter Engagement Rates
Promotions
Triple Points Promotion
#SocialRev
I’m A Fan
#SocialRev
Results: Facebook Fan Growth
Key Learnings & Insights
#SocialRev
Cross-Pollination Drives Revenue
Customer Database
Email Marketing
Other Carlson Social Properties
Club Carlson Social
#SocialRev
Measurement Requires Discipline
#SocialRev
A Hybrid Content Mix Works For Us
ENGAGEMENT TYPE
CONTENTTOPIC
• Like/Retweet This• Fill-in-the-blank• Question• Announcement• Trivia
• Hotel Spotlight• Deals• Packages• Loyalty Spotlight• Destination Spotlight
#SocialRev
Engagement or Revenue?
#SocialRev
Community Growth = Revenue Growth
Questions?#SocialRev
Thank you.
Want to learn how to measure your Social ROI?
Download:
Six Ways to Measure Social ROI
bit.ly/MeasureSocialROI
Recommended