PPT version - Best Western New England Co-Op Meeting 2012
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August 29, 2012 | Keene, NH New England Co-op Meeting
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Transcript of PPT version - Best Western New England Co-Op Meeting 2012
August 29, 2012 | Keene, NH
New England Co-op Meeting
the next hour of your life...
1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social
5. Hit list and resources
1. Actionable
2. Realistic
3. Useful
4. Funny or at least entertaining
do my best
hi.
hi.
Kate Gallagher
8
27
2008 | 2009 | 2010 | 2011 | 2012
text
www.paramore.is
Online Strategy | Planning
Website Design | Development
Online Media Planning
Email Marketing Design and Development
Display (Banner) Advertising Design and Development
Search Engine Marketing (SEO & PPC)
Application Design and Development
Mobile Marketing
Social Marketing
digital agency of record...
Digital Media
VP of Accounts
social media strategy
I’m trying to gain credibility through logos.
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in social
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in
social
4. What you need to know how to do now in social
...know right now
...know right now
1. where it fits
...know right now
1. where it fits
2. it’s accountable
...know right now
1. where it fits
2. it’s accountable
3. requires resources
...know right now
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
...know right now
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players
where it fits
where are we? what you need to know now - where it fits
where are we? what you need to know now - where it fits
where are we? what you need to know now - where it fits
where are we? what you need to know now - where it fits
digital media is accountable
digital media is accountable
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
right people +
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
right people + enough time =
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
right people + enough time = the right resources
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
right people + enough time = the right resources
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
right people + enough time = the right resources = investment
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
Invested Resources1. detailed planning
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
Invested Resources1. detailed planning2. testing (creative, networks, messages... everything)
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
Invested Resources1. detailed planning2. testing (creative, networks, messages... everything)3. measurement
where are we? what you need to know now - it’s accountable with the right resources
digital media is accountable
where are we? what you need to know now - it’s accountable with the right resources
Invested Resources1. detailed planning2. testing (creative, networks, messages... everything)3. measurement4. optimization
setting business goals
increasing your number of followers, friends, or visits on your website is not a good business goal.
setting business goals
where are we? what you need to know now - setting goals
the first rule of business is to stay in business
setting business goals
where are we? what you need to know now - setting goals
delivering a service or product at profit
setting business goals
where are we? what you need to know now - setting goals
differentiating through product, service or expertise
marketing tactics
where are we? what you need to know now - setting goals
differentiating through product, service or expertise
developing relationships and partnerships
marketing tactics
where are we? what you need to know now - setting goals
differentiating through product, service or expertise
developing relationships and partnerships
marketing tactics
where are we? what you need to know now - setting goals
the players
where are we? the players
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players
need to know
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in
social
The next 45 min. of your
life...1. Tell you briefly who I am and why I’m here
2. Build my street cred’
3. What you need to know about right now in social
4. What you need to know how to do now in
social
1. where it fits
2. it’s accountable
3. requires resources
4. starts with setting the right goals
5. the players
need to know
What you need to know how to do in social right now
Maslow’s Theory of the Hierarchy of Needs
"A Theory of Human Motivation" This hierarchy suggests that people are
motivated to fulfill basic needs before moving on to other, more advanced needs.
...fulfill the basic social need before moving on to other, more advanced needs.
To do: determine your team1
•Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist•Is willing to mesh his personal life with his professional life online•Has experience in online communications•Is not overly confident about her social media skills
To do: determine your capacity 2
To do: determine your goal3
• Increased number of brand mentions for a
specific product and/or phrase
• Increased sales and or buzz during off-season
time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Key Performance Indicators• Change in sentiment
• Time spent with distributed content
• Increase in website traffic
• Increase in website referral traffic from social
sites to your website
• Surveys taken, polls taken
• Contest entries
• Increase in customer satisfaction
• Research and development time saved
• Cost savings from traditional advertising
• Change in conversion rate
• Increased attendance
To do: determine your infrastructure
4
head in beds.
= 1 conversion
Month Visits Pages/Visit
Total Pageviews
New Visits
Vacation Guide Request
Electronic Guide Request
12/08 24 3.33 79.92 50% 0 0
12/09 452 2.66 1202.32 67% 0 0
12/10 463 2.4 1111.2 72% 36 7
4/11 979 2.29 2241.91 73% 13 2
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
2010 Facebook
Twitter Flickr YouTube
MySpace
Blog Totals
Visits 9258 487 24 17 95 233 10114
% New 72% 58% 79% 76% 87% 63% 72.5%
Pageviews
19257 2683 87 49 590 888 23554
Guide Requests
575 13 0 1 6 5 600
Conversion Rate
6.21% 2.7% na 5.9% 6.3% 2.1% 6%
$60,000.
2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide Requests
600 $20,000 $33.33
2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide Requests
600 $20,000 $33.33
2010 Totals $60,000 Values
Visits 10114 $20,000 $1.98
Pageviews 23554 $20,000 $0.85
Guide Requests
600 $20,000 $33.33
math is hard.
To do: test regularly5
Pinterest lets you organize and share all the beautiful things you find on the web.test
The bottom line: location-based services are a work in progress but incentives move the needle test
Foursquare.com/ritzcarlton: Tips about nearby landmarks, restaurants, and hidden gems for each of their 75 locations. Tool to guide their guests through the real world, and also extend their brand to the larger foursquare community.After adding their concierge’s expert local Tips, the Ritz Carlton saw a huge spike in Tips marked as ‘done’ by the foursquare community. Over 1,000 people followed the Ritz Carlton account in its first weekhttp://foursquare.com/ritzcarlton
Foursquare.com/ritzcarlton: Tips about nearby landmarks, restaurants, and hidden gems for each of their 75 locations. Tool to guide their guests through the real world, and also extend their brand to the larger foursquare community.After adding their concierge’s expert local Tips, the Ritz Carlton saw a huge spike in Tips marked as ‘done’ by the foursquare community. Over 1,000 people followed the Ritz Carlton account in its first weekhttp://foursquare.com/ritzcarlton
“revenue bump in the "2% range" in a successful
promotion” - Fast Company
Questions?Kate Gallagher
www.paramore.is | [email protected] | @paramoreagency
http://thepinkboa.com/Potluck-Guide.pdf
slideshare.net/paramoreagency
