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Personal engagement in the digital age:
Targeting audiences and ROI
Martin Kubler, CEO, sps:affinity@martin_kubler
Hello!
• CEO of sps:affinity
• Founder of Iconsulthotels
• MBA in Marketing & Innovation from GIHE
• Likes: Vegan food, strong coffee
• Dislikes: Okra
• Adjunct lecturer at MODUL University, Dubai
• Columnist for Hotelier Middle East, Travel & Tourism News Middle East, HBME
• Keynotes: GITEX (Dubai), HTF (Las Vegas), ITHS (Oman)
SHOW ME THE ROI!
In today’s business climate, Social Media is a “nice to have”,
not a “must have”…
You don’t need social
media. Your guests want it!
• Social media has become
another communication channel
and source of information.
• Guests like to have a choice.
• Many guests prefer social
media, because it is very fast.
• Your social media presence is
now part of the overall
impression guests form of your
property.
• Like any other
communication / sales /
information channel, social
media has an ROI.
Yesterday’s Guests
• Passive Consumption
• One-Way Communication
• One Thing at a Time
Today’s Guests
• Sharing & Interacting
• Multi-Way Communication
• Same Time & Now
One ROI? Many ROIs?
Wide ROI (“Fuzzy” ROI)
• Social media engagement
• Online reviews
• Newsletter subscribers
• “Having a presence” and being part of the
conversation
• Social “intelligence”
Narrow ROI (“Hard” ROI)
• Rooms sold via social media
• Tables booked via social media
• Paid social media marketing (kind of…)
The Problem with ROI
• Measuring “fuzzy” ROI is
often difficult
• Measuring “hard” ROI
requires correct tracking &
data
• Generally, measuring ROI
requires cross-departmental
teamwork
• Do you know what you’re
measuring & why?
Know your Metrics
• Consumption metrics: How
many people viewed,
downloaded, or listened to a
piece of content?
• Sharing metrics: How resonant
is your content?
• Lead-gen metrics: How often
does content consumption result
in a lead?
• Sales metrics: How many sales
can be attributed to the content?
Technicalities
• Facebook Pixels & Insights
• Twitter Tags
• Platform Verifications
• Website Structure & Usability
Consider this:
https://www1.melia.com/en/hotels/qatar/doha/melia-doha/restaurants.html
Understanding your Audience: The Key to
Increasing ROI
What’s in a Funnel?
Who are you Talking to?
Who are you Talking to?
Person Place Product Priority Purchase
Age Country Topic When Online
Sex Urban Subject May Shop
Social
Group
Rural Summer Community
Language Next Week
Right Message, Right Time, Right Platform
Measurements & Analytics
• Platform Insights
• Dashboards
• On & Offline Interplay
• Website Analytics
What Else?
The Diamonds <-> Water Paradox
Even though water provides a higher utility than diamonds,
diamonds are more expensive than water? Why?
Water is plentiful in most places, so its marginal utility is low
-> low price
Diamonds are scarce and their marginal utility is high
-> high price
Be a Diamond. Beat the Substitution Effect!
Substitution Effect: The change in quantity demanded of a good or
service caused by the change in price relative to its substitutes.
Suppose the price of a Pepsi Cola falls, while the price of a Coca Cola
remains unchanged.
Consumers will buy more Pepsi Cola, because relatively, it’s less
expensive than Coca Cola.
Examples
• Total Spend: AED 700
• Reach: 10,400 People
• Clicks: 944
• Results: Advance
bookings increased from
less than 50/month to
over 100/month
Examples
Spend: AED 500 Reach: 170,270
Thank You! Please Connect!
Hospitality, Leisure, & Tourism Consulting | Digital
Marketing | Web Design | Branding | Marketing |
Sales | PR | Training | Reputation Management |