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THE ROI OF SOCIAL MEDIA. Enter the 2013 Social Hotel Awards:

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Presentation on theme: "THE ROI OF SOCIAL MEDIA. Enter the 2013 Social Hotel Awards:"— Presentation transcript:

1 THE ROI OF SOCIAL MEDIA

2 Enter the 2013 Social Hotel Awards:

3 Host Jeff Weinstein Editor in Chief HOTELS Magazine Expert Analyst Amy Jo Martin Founder, Digital Royalty Las Vegas

4 Diana Plazas Director of Global Brand Marketing DoubleTree by Hilton PANELISTS Scott Warriner, Senior Manager Marketing Best Western Matthew Clyde Chief Strategist Ideas Collide Kerri Holden Senior Director of Public Relations – Americas, Four Seasons Hotel Austin

5 Diana Plazas Director of Global Brand Marketing DoubleTree by Hilton Diana Plazas DoubleTree by Hiltons Cookie CARE-a-van

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7 Cookie CARE-a-Van To launch the new brand, DoubleTree by Hilton decided to feature its world- famous cookie in a BIG way: The DoubleTree by Hilton Cookie CAREavan Tour, a nationwide bus tour to deliver cookies and smiles from coast to coast and evangelizing the tenets of the new DoubleTree brand. Marketing Objectives: Generate awareness of DoubleTree by Hilton's rebranding and the meaning behind the brand Increase Doubletree by Hilton Facebook "likes" and Twitter followers Increase community engagement Reward loyal and engaged fans and followers Increase Hilton HHonors member registration Encourage Sweet Deals Registration Generate social public relations buzz Generate positive sentiment in the social ecosystem

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9 1 Truck + 50 States + 25 th Anniversary

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11 Digital RoyaltyOMDLarid+PartnersKetchumGenslerOrganic

12 1,000 employees 125 DoubleTree by Hilton Hotels

13 The Tour Hub

14 Socialites Program #SweetBreak Stops Cookie Truck Contest Public relations Blogger outreach Partnerships Charity involvement Integrated Campaign

15 270,000 Cookies 120% increase in Facebook Likes 10,000+ Sweepstakes entries 130 Foursquare check-ins 1,200 print & online features 230 broadcast features 2 billion impressions The Results

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17 Our Top Insights Personalized, humanized, delightful One simple message Employee/property relevant; localizable Current Integrated among all disciplines

18 Return on Influence May = 87 June = 95 July = 116 August = % increase in ROI score for August compared to May

19 Matthew Clyde Chief Strategist, Ideas Collide Scott Warriner, Senior Manager Marketing Best Western Best Western Internationals Be A Travel Hero Facebook promotion

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37 ® 2013 Ideas Collide Inc.

38 The Four Seasons Austin Say I Do and 2012 Wedding Trends Pinterest boards Kerri Holden Senior Director of Public Relations – Americas, Four Seasons Hotel Austin

39 A Very Pinteresting Platform

40 What is Pinterest ? Online Pinboard – with a social media twist Rapidly growing social media network Chick magnet Aspirational Motivator Driver of Website Traffic

41 Four Seasons Austin on Pinterest Started pinning January 2012 Guiding Principles -70/30 Rule

42 Four Seasons Austin on Pinterest Early Accolades

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44 Quintessential Austin

45 Wedding Trends 2012

46 Bucket List Adventures

47 Interaction on Pinterest

48 Ultimate Austin PinTrip May 1-31, 2012 Austin CVB Partnership Fan-Gated Facebook Tab Contest Overview

49 PinTrip Results

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51 Best Practices in Pinterest Pace Yourself The Golden Rule Pretty, Pretty Pictures Compelling Captions but…Pin Credit Where Credit is Due Join the Conversation Dont Forget to Have Fun

52 QUESTIONS & ANSWERS

53 Enter the 2013 Social Hotel Awards:

54 FOR MORE INFORMATION Jeff Weinstein, HOTELS: Scott Warriner, Best Western: Matthew Clyde, Ideas Collide: Diana Plazas: Kerri Holden: Amy Jo Martin: Webinar recording and PowerPoint presentation will be ed to you within 48 hours. For more information:


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