Digital Marketing Nurture Strategy on Nature's Terms: Restaurants + Hotels

transcript

NURTURE STRATEGY ON NATURE’S TERMSTaking A Page From The Science Books

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

FOUNDED IN 2002

19 EMPLOYEES

LOCATED IN PORTLAND, OREGON

FIND US

eROI.com

We’re a Digital Marketing

Agency that mixes

creativity + strategic

thinking with an emphasis

on customer insight and

data-driven optimization—

or what we call Creative

Performance.

MEET eROI

The digital landscape is burgeoning ahead, expanding at ever-dizzying rates.

With so many mouths to feed, how can you keep up?

Businesses need a framework for survival…

THE MARKETOPPORTUNITYTHE SURVIVAL GAME

MEGA-BREEDERS NURTURERS

SOME OF ‘EM GOTTA SURVIVE, RIGHT? LOVE = LONGEVITY

HAVE A GAME PLANTHROW IT AT THE WALL & SEE IF IT STICKS

HAVE A GAME PLANTHROW IT AT THE WALL & SEE WHAT STICKS

WHICH ONE ARE YOU?

MOST ARE A MIX

THESE ARE LONGEVITY-PRONE MEGA-BREEDERS

MARKETING MIX

ONGOING PROGRAMS CAMPAIGNS & EMERGING

Website/Blog

Email Marketing

SEO/SEM

Mainstream Social Media

Periodic Campaigns

Mobile Codes

Other Social Media Brand Online Display

HOW DO YOU STRIKE THE RIGHT BALANCE?

WHAT DRIVES NATURE’S DECISIONS?

NOURISHMENT

REPRODUCTION/SPECIES SURVIVAL

HEALTH ENVIRONMENT

SAFETY

THE ECONOMICS OF SURVIVAL

ROCK35%

FORAGE25%

SLEEP15%

HUNT25%

WHAT DRIVES MARKETING DECISIONS?

AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

ADVOCACY

NOURISHMENT

REPRODUCTION/SPECIES SURVIVAL

HEALTH

SAFETY}

TIME ALLOCATION

Digital Marketing “Economics”

BUDGET ALLOCATION

1 INCREMENTAL SALES 2 NEW LEADS 3 COMMUNITY GROWTH

EROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG

Biggest Barriers to Success

EROI SURVEY Q3 2012: 126 RESPONDENTS, MAJORITY C-SUITE/MARKETING DIRECTORS/MARKETING ASSOC., < $5M IN REVENUE, PROFESSIONAL SERVICES/TECHNOLOGY/MEDIA/RETAIL/CPG

IT BEGINS WITH SPECIFIC GOALS

HOW ARE THINGS PERFORMING?

SPEND + MAN HRS

PLUS +/- IMPACT ON BRAND OR BUSINESS ACTIVITIES

REVENUE GENERATED

QUALITY

TIME &RESOURCES

AUDIENCEKNOWLEDGE

BUDGET

What is factoring into the performance?

WHAT SURVIVES? WHAT NEEDS TO ADAPT?

…AND HOW?

RELOCATION GENETICCHANGE

EXTINCTION

…AND HOW?

REALLOCATION OPTIMIZATION DISCONTINUATION

BALTIMORE SUNAN EXAMPLE IN ACTION

BALTIMORE SUNDIGITAL AUDIT & STRATEGY

WE BEGAN WITH A THOROUGH DIGITAL AUDIT

AND IDENTIFIED AREAS OF OPPORTUNITY

Brand Consistency

Content Quality

Insider Site Experience

Insider Membership Promotion

Email Communications

Social Strategy

Paid Search Continuation

Display Ad Optimization or Discontinuation

AND IDENTIFIED AREAS OF OPPORTUNITY

Brand Consistency

Content Quality

Insider Site Experience

Insider Membership Promotion

Email Communications

Social Strategy

Paid Search Continuation

Display Ad Optimization or Discontinuation

WHY? Depth of audience knowledge not reflected in outreach

Budget, time & resources were under-allocated

THEN MAPPED OUT A PRIORITIZED PLAN

3 multi-channel campaigns around key events in Q3 & Q4

{ Brand Alignment

Registration Process Improvement

Email Overhaul

Social Media Strategy

1-3 mo.3-6 mo.6-12 mo.

Increase Digital Subscriptions & Sun Insider Memberships

RESTAURANT LANDSCAPEHOW PEOPLE CHOOSEHOW TO ALIGN YOUR EFFORTSHOW HOULIHAN’S IS DOING IT SMART

RESTAURANT DISCOVERYSeries 1

48.9% RECOMMENDATIONS FROM FRIENDS, FAMILY & CO-WORKERS

22.8% CONSUMER REVIEW SITES(YELP, ZAGAT, URBANSPOON…)

9.4% FOOD BLOGGERS

7.6% NEWSPAPER CRITIC

5.2% RESTAURANT WEBSITE

4.4% GOOGLE SEARCH

1.7% FOOD NETWORK SHOW

DISCOVERY VALIDATION

CONSUMER REVIEW SITES(YELP, ZAGAT, URBANSPOON…)

25.2 OTHER FRIENDS

Series 1

16.5% GOOGLE SEARCH

RESTAURANT WEBSITE

16.4% FOOD BLOGGERS

DO ADDITIONAL RESEARCH AFTER RECEIVING A RECOMMENDATION

RESTAURANT TRIAL & SHARING

25%WOULD GIVE A RECOMMENDATION IF ASKED

AND DON’TFORGET…

THEY’RECHECKINGIN

MAPPING TO THE CUSTOMER

AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

ADVOCACY

• SOCIAL MEDIA• REFERRAL PROGRAM• REVIEW SITE PROFILES & REPLIES• SEARCH ENGINE PROFILES• INFLUENCER PROGRAM

• REVIEW SITE PROFILES & REPLIES• YOUR WEBSITE/BLOG• BLOGGER OUTREACH

• FOOD/SERVICE/AMBIENCE• CHECK-IN REWARDS• RECOMMENDATION/REFFERAL REQUEST• EMAIL SIGN-UPS

• FOOD/SERVICE/AMBIENCE• CHECK-IN REWARDS• REFFERAL PROGRAM• EMAIL COMMUNICATION• LOYALTY PROGRAM

RESTAURANT INDUSTRY SCORECARDSO

MORE SOPHISTICATED SITES (50% ARE MOBILE-OPTIMIZED)

MANY DON’T HAVE WEBSITES

1-3 LOCATIONS 4+ LOCATIONS

UNDER-UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE

DOING FAIRLY WELL ON FACEBOOK

BETTER AT LEVERAGING LOCALIZED SOCIAL (YELP, FOURSQUARE, TWIITER)

EVEN LESS UTILIZATION OF ONLINE ORDERING, RESERVATIONS & GIFT CARD PURCHASE

SURVEYED EMAIL LIST

CREATED INVITE-ONLY SOCIAL NETWORK OF INFLUENCERS & ADVOCATES

10K MEMBERS (2010)

HOULIHAN’S HAS A HANDLE ON IT W/ 1 PERSON TEAM

JAN ‘08 JAN ‘09 MAR ‘09 MAY ‘09 ??

200K SUBSCRIBERS

LAUNCHED @HOULIHANS

FOLLOWERS:3,269

RESPONSIVE

LAUNCHED HOULIHANS PG.

FANS:45,146

MODERATEENGAGEMENT

“FOODY CALL” SMS SPECIALS PROGRAM

RUN BY LOCATION MGRS

30K SUBSCRIBERS (2010)

SLIGHTLY FRAGMENTED (BOARDS), BUT ON RIGHT PATH

17 BOARDS366 FOLLOWERS

BIRTHDAY SPECIALS

BEHIND THE SCENES ACCESS

HOTEL LANDSCAPE2012 TRENDS IMPACTING HOTEL MARKETING2012 MARKETING BUDGET ALLOCATIONSA FRAMEWORK FOR 2013 PLANNING

2012 TRENDS IMPACTING HOTEL MARKETING

SOCIAL MEDIA REVIEWS/CHATTER MOBILE

VERIFIED REVIEW FRAMEWORKS

SHORT-FORM & MOBILE-BASED REVIEWS INCREASED

SEMANTIC TECHNOLOGIES MADE FOR SMARTER SENTIMENT ANALYSIS

MOBILE PHOTO SHARING

INCREASING BLUR BETWEEN ONLINE & OFFLINE

LOCATION-BASED SERVICES EXPANDED BUSINESS VALUE OFFERINGS

FACEBOOK CONTENT FILTERING

SOCIAL PRIORITIZATION IN SEARCH

NICHE SOCIAL (PINTEREST, INSTAGRAM)

GUEST-SOURCING

COMPANY-WIDE SOCIAL MEDIASTRATEGY & PARTICIPATION

HOTEL INDUSTRY 2012 DIGITAL MARKETING TRENDS

Website redesign/design

22%SEM (Paid Search)

Email Marketing

Online Display (Banner Ads)

12%Mobile Marketing

Local Search/Linking

21%Social Media

Retargeting/Re-marketing

Online Video

BUDGET ALLOCATION(CORE 5 INITIATIVES)

BUDGET ALLOCATION(“HOT”/TRENDING)

HOTEL INDUSTRY 2013 DIGITAL MARKETING BUDGET

CORE INITIATIVES

58%CAPITAL GAINS/CONSULTING

BIZ-NEED CAMPAIGNS

CORE INITIATIVES

25% SEM

8% SEO

5% SHOW PRICES CPC PROGRAM/TRIPADVISOR

5% MOBILE WEBSITE & MARKETING

4% REMARKETING & RETARGETING

3% SOCIAL/LOCAL/MOBILE

2% TABLET WEBSITE

2% EMAIL MARKETING

2% ONLINE VIDEO

2% REPUTATION MGMT.

CAPITAL GAINS,CONSULTING & OP.S

15% WESITE REDESIGN & CMS TECHNOLOGY UPGRADE

8% CONSULTING & CAMPAIGN MGMT.

2% WEB ANALYTICS & CAMPAIGN TRACKING

2% WEBSITE OPERATIONS

BIZ-NEEDS DRIVENCAMPAIGNS

15% MULTI-CHANNEL INITIATIVES TO TACKLE CONCRETE BIZ NEEDS

The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.html

SOCIAL SAVVYHOTEL MAX & ANVIL MEDIA

INCREASE SALES & BRAND AWARENESS WITH NO ADDITIONAL BUDGET

SOLVE:

TWEET-UP (COCKTAILS, APPETIZERS & TOURS)

15% TWITTER DISCOUNT

RESULTS:

80 TWEET-UP ATTENDEES (GUESTS)4,000 RE-TWEETS36% LIFT IN FOLLOWERS37% INCREASE IN TWITTER-BORN REVENUE (2% OF MO. BOOKINGS & GROWING)

SOCIAL SAVVYRITZ-CARLTON ON FOURSQUARE

+GOAL:

CONNECT WITH POTENTIAL CUSTOMERS IN AN INCREASINGLY MOBILE WORLD

SOLVE:

EXTEND CONCIERGE SERVICE TO PUBLIC VIA FOURSQUARE

RESULTS:

6,229 FOURSQUARE FOLLOWERS

HUGE SPIKE IN TIPS MARKED “DONE”

INTERNALIZING REPUTATIONCITIZEN M MAKES IT COUNT

+GOAL:

DRIVE POSITIVE GUEST REVIEWS

SOLVE:

ESTABLISH AN OPERATIONAL PROGRAM INCLUDING PROCESSES FOR INCORPORATING FEEDBACK, FEEDBACK COLLECTION TOOLS & EMPLOYEE SUPPORT

RESULTS:

RAPID PRODUCT/EXPERIENCE IMPROVEMENT

HIGH REVIEW SITE RANKINGS

DRAMATIC SOCIAL FOLLOWING INCREASE

FORMULA FOR SUCCESS?

ADAPTATIONSELECTION/STRATEGY

THANK YOULET’S HAVE A CONVERSATION.

RYAN BUCHANANCEOryan@eroi.com@ryanbuch

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART