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Inbound Marketing 101Digital Marketing Strategy

In the Internet Age

Laura Levy Shatkin Chief Strategist Twitter @theWineMagnet

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Outbound Marketing

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Blockers

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Traditional vs NewOutbound Marketing• Telemarketing• Trade shows• Direct mail• Print ads• TV/radio ads• Email blastsInterruption

Inbound Marketing• SEO / SMO• RSS• Blogging• Social Media• Free tools/trials• Public RelationsPermission

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Where’s Everyone?

285 million watched TV monthly *Nielsen A2/M2 Three Screen Report

48.4 million daily newspaper circulation *Audit Bureau of Circulations & Pew

14 billion core searches monthly *comScore Media Metrix

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Blog Social Media SEO

Source: Hubspot.com

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Video Validation

Impact of SocialMedia is Akin to a

Revolution inCommunications

Watch theStory of Social Media

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Big PICTURESocial Media Tools are the “Tactics”of

You Social Media StrategyThis looks a lot like a Marketing Plan and it should!

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Key: Getting Found Online Use social media as part of Inbound

Marketing specifically to:• Create

• Optimize

• Promote

Next-Leverage Attention into Revenue: Convert, Analyze & Track

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Create Optimize Promotecreate content, listen, participate. share

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ObamaNomics Online

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Hospitality Industry 2010Resolutions/ Projections

1 Online Channel ONLY growth channel for 2010 2 At least 10% of marketing budget should go to SM 3 Adopt Multi-Channel marketing, with SM as the hub 4 Make Direct Online booking channel key focus 5 Make hotel website more Web 2.0 friendly 6 Take full advantage of all aspects of social marketing,

assuring you have the time and personal to maintainRESULTS: increase traffic to site, good for SEO, fosters “friend”

referrals, increases hotel bookings…measureable

7 Invest in online Video 8 Be more present and active in real-time marketing

Social Media Plays Key Role in ALL! Source: Hospitality eBusiness.com

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Enough of the WHAT & WHY

Let’s Get to the HOW

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Without A Social Media StrategyEven Best Brands Fail..Why?

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Social Media Strategy Steps1. Identify Audience

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2. Platform Development & Design

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3. Brand Campaign Integration

SMStrategy

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4. Content Creation & CoordinationKeep your social media program as tight,

consistent and as highly controlled aspossible

Identify you consumer personasMaintain consistent Brand Identity

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5. Goal Mapping

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6. Audience Generation-A result of attentiveness & dialogue with-Or through creativity like Queensland…

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Over 200,000 views in first 24hrs Over 1 million visits to site in 30hrs Over 30,000 video applicants submited Over 1100 TV placements about contest "This is one of the most ground-breaking tourism campaigns

ever undertaken and while we knew it would be big, the globalresponse in the first 24 hours has outstripped even ourexpectations," Tourism Minister Desley Boyle said.

ROI over year-- 34% more US bookings toarea Link to Video

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7. Social Media Listening

TripAdvisor Anyone?Other listening tools?

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Best Place to Listen in Hotel Industry

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FREE !

Valuable Data and Metric FREE

Get More Buzz:

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8. Community & Social Responsibility

“People Want to Align themselves with a Brandthat shares their Values Today”

ChanelVMedia, 2009

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9. Community Engagement andResponse-- Lots of Followers!

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10. Customer Service

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A Few Hospitality Firms…

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Criteria for New MarketersDigital Citizens

Analytic Chops

Web Reach

Content Creators

\Source: Hiring in the DARC Ages. Halligan and Shah, HubSpot Bin 36 Wine Tasting Video

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PALMER HOUSESOCIAL MEDIA PROJECT

•Create a strategy with these steps

•Develop best practices for each

•Reference best sources, sites, resources

•Craft specific steps Palmer House can taketo implement a solid Social Media Strategy

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