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