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The New DORM
Director of Revenue & Marketing
As a Director of Revenue Management, you may currently, or will be in the near future, not only
responsible for revenue management, but increased engagement in digital marketing and social media.
This interactive presentation will give you the insights you need to monetize social media for your property.
It will focus on what's new with Facebook, Twitter, and Instagram and how it relates to your social media
plan and advertising dollars; how to track your ROI on ads on social media outlets; how to target and buy
the right followers for your brand; and, how to win people back to your brand via social media
Presenters
Calvin Anderson
Director of Revenue Management
New York Hilton Midtown
Loren Gray
VP Digital Strategy
Standing Dog
Interactive
A Brave NEW World
• From paperback print to
digital advertising with
instant purchase points
• From call centers to
mobile bookings
• Social Media status
updates to personal
product reviews
Marketing Meets Data = Calculated ROI
“Revenue Management
ensures that companies
will sell the right product to
the right customer at the
right time for the right
price” – Robert Cross
What to do with all of that new “scope creep”?
- Google Analytics
- Facebook Ads
- Twitter Geotargeting
- Instagram/Pinterest
The Scenario:
• You’re a Director of
Revenue for two mid-
size hotels in urban
Anytown USA
• One hotel is a chic
independent and the
other is a well-branded
limited service property
• You want to steal some
market share!!!
9
1. Identify your audience
• Location (local or feeder market etc.,)
• Demographically (Digital Avatar)
2. Identify your Comp Set
• Who are they?
• What are they doing and on what platform?
• Where are they?
3. Identify the optimum platform to use based on the above
The First Steps to Action
Real World Model
• Demographic segmentation from custom audience of
current CRM for a specific Date range, (ex; post school
season)
• Expanded use of “Look-Alike” Audience
• Feeder markets from Historical CRM
• Historical rate resistance and range from PMS
• Historical GA activity data for date range
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Google Analytics – meet vanity website
Put that email database to use
with Facebook Ads
Custom Audiences & Look-Alike
Audiences
Website Custom Audience
Retargeting • Better than FBX and more cost
effective no third party costs
• All the filters of Power Editor
available for campaign and ad
creation
• Can control a string of activity
like what page or keyword
produces what ad to be seen
21
Here’s a Simple Example of
Filtered Targeting
And Another
• Gender: Female
• Age: 24 - 34
• Relationship Status: Single
• Interest: Live Music
• Located: Within a 5-mile radius
• Scheduled to Post: Friday @ 5 pm & 8 pm
Tweet the neighbors with geotargeting
25
Learn Your Audience
26
Twitter Allows you to Geo-Fence
• Tools Like “Tailored Audiences”
• “Twitter Cards”– There's eight of
them!
• Scheduled Tweets
• Two placements for message
within Twitter
• Specific Mobile Retargeting
27
Retarget Your Audience
Instagram your sense of style
Peak their interest with Pinterest
Peak their interest with Pinterest
"I don't want to market to
everybody, I want to market
to you"
Thank You