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If you need technical assistance with thewebcast, contact us at hsmai@commpartners.com

and we will assist you immediately.

Digital Marketing Webinar Series

Leveraging the Digital Tool Box to Optimize

Your Transient Leisure Business

July 9, 2013

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We are grateful to Digital Alchemy,

our sponsor and partner in

presenting this digital marketing

webinar!

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POLL QUESTION #1How many people are participating

inthis webinar at your location

today?� 1� 2� 3� 4� 5� 6� 7� 8 or more 3

Tim PeterPresident

Tim Peter & Associates

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Today’s Presenters: Panel Moderator: Tim Peter, President

Tim Peter & Associates

Panelists:

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Don Hay

President & CEO

Digital Alchemy

Leila Labanieh Moro

Director, Business Development,

U.S., Latin America, and

Caribbean

Expedia

Loren Gray

Director of E-commerce

Ocean Properties Ltd

Leila Labanieh Moro

Director, Business Development, U.S., Latin America, and Caribbean

Expedia

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Social Media’s Influence on Travelers

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56% of consumers say that they are more likely to recommend a brand after becoming a fan on Facebook3

70% Update their Facebook status while on vacation

52% of travelers have changed their original travel plans

50% of travel companies surveyed agreed that direct bookings were generated from social mediac

3.5 billion posts , 42% of which were about travel.

Facebook has had

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9PHASE

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Engagement was up with

representing a 750% increase

EXPEDIA GAINED

1M NEW FANS IN 6 WEEKS 15-30X MORE MENTIONSON THE WALL

WHAT WELEARNED

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13PHASE

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QUALITYENGAGEMENT

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QUALITY ENGAGEMENT

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QUALITY ENGAGEMENT

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QUALITY ENGAGEMENT

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QUALITY ENGAGEMENT

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QUALITY ENGAGEMENT

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QUALITY ENGAGEMENT

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THERESULTS

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PERUPassengers +49%

Room Nights +145%Tickets +16%

ARGENTINAPassengers +10%Room Nights +8%

Tickets +16%

CHILEPassengers +22%

Room Nights +37%Tickets +35%

ECUADORPassengers +38%

Room Nights +158%Tickets +28%

COLOMBIAPassengers +45%

Room Nights +87%Tickets +28%

BRAZILPassengers +38%

Room Nights +84%Tickets +15%

WHAT WELEARNED

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25PHASE

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FINALTHOUGHTS

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Engagement PartnershipInnovation

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Big DataDon Hay

cell 817.300.2536 | dhay@Digital-Alchemy.com

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Topics

• What is Big Data?• Why is it important all of a sudden?• What can it do?• Hospitality Applications.

Big Data

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Definition

Big data is a collection of data sets so large and complex that it becomes difficult to process using

traditional data processing applications.- Wikipedia

Big Data

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“Difficult to Process…”• Every day 3.7 quintillion (1018) bytes of data are created.• Twitter

• 400 Million Tweets/day. 60% mobile.

• YouTube• 100 Hours of video uploaded to YouTube per minute.

• Facebook:• 1.11 Billion users, 690M are mobile. Not sure how many are Fakebook.

• 9.3 Million are in Vietnam!

• 91.6% of Internet users in Mexico are on Facebook. (US=68%)

• All 480 Internet users in Nauru are Facebook users.

• 48% of 18-34 year-olds check Facebook when they wake.

• 28% before they get out of bed.

• Tripadvisor• 57 million monthly unique visitors.

• One contribution per second.

Big Data

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Why The Growth?The Cost of Storage Obeys Moore’s Law

Big Data

0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

$/Gig

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Big Data

0123456789

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2009 2010 2011 2012 2013

₵/Gig

Why The Growth?The Cost of Storage Obeys Moore’s Law

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Big Data

2.3₵/Gig

Down from $1.30/Gig in 10 years

Why The Growth?

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Why Big Data Now?

1. To help make better decisions.2. Because we can.

1. Storage is cheap.2. The Internet provides and connects the data.3. Better search tools make data available.

Big Data

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Clever Uses of Big DataQuid . Tracks emerging tech trends with trillions of data points from patent applications, research papers, news articles, funding, and others, to create interactive visual maps of current happenings in technology sectors.

Kaggle . Pits data scientists from across the globe against each other to solve research problems for prize money. E.g. mapping dark matter; predicting HIV progression.

ZestFinance . Created a new credit rating system by analyzing thousands of variables to determine an applicant’s credit score, with the goal of providing better access to loans for those with poor credit.

Apixio . Streamlining electronic health records. Clinical data is often saved in a hodgepodge of formats. Apixio’s data platform fixes the glitch, making different types of records universally searchable for researchers.

Big Data

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Clever Uses of Big DataBlueKai . Measure the performance of online campaigns by looking at attributes like demographics and shopping habits and retarget the next campaign.

Gnip . Filters distractions out of social media by letting users customize what they see--and what they don’t from Twitter, Facebook, Google+, Wordpress, and YouTube.

RetailNext . Connects brick-and-mortar stores to e-commerce-style customer data. Integrates data from technologies like face detection and on-shelf sensors to help retailers know their customer as well as online counterparts do.

Big Data

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Some Big Data ResultsBig Data

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Some Big Data ResultsBig Data

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Some Big Data ResultsBig Data

And yet

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Some Big Data ResultsBig Data

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Some Big Data ResultsBig Data

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Some Big Data ResultsBig Data

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Some Big Data ResultsBig Data

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Tailored Campaigns• Some companies now process Big Data to tailor email,

Facebook and other campaigns.• Guest’s Typical Interaction Time of Day

• Mobile / Tablet / Desktop users

• Booking Lead-time

• Suite Upgrade / Arrive Early / Depart Late guests

• Survey answers

• Facebook:• Choose your Audience: Gender, location, platform, age, interests,

education level, relationship status, languages, workplace, +more!

• Upload an email list and they will find a matching audience.

• Twitter• “Custom Audiences” in development.

• Not as targeted as Facebook because they don’t have as much data.

Big Data

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Big Data in HospitalityBig Data

Single Guest View

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How to Get Big• Brands have already started.

• Social media uses lead the way (see previous 18 pages)

• Independents have a problem.• Disparate systems.

• No central collection point.

• No staffing, budget or C-Level support.

• Talk to your existing CRM or Web vendors.• Many have new offerings.

• Results are spectacular.

• Capabilities and prices vary.

Big Data

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Conclusion• Big Data is new.

• We are just learning what it can do and how to apply it.

• Big Data can encompass almost anything.• The amount of data generated and stored is simply beyond comprehension.

• Boiling the data down into actionable results is critical.

• Hospitality is just getting started.• Honestly, Hospitality is barely using the data it has had for years.

• There are huge opportunities for those that embrace this soon.

• Some results are already out there ready for you to adapt them.

• Big Data can yield big results.

Big Data

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Loren Gray

Director of E-commerce

Ocean Properties Ltd.

Loren@LorenGray.com813-421-GRAYFacebook.com/loren.grayTwitter.com/lorengrayLinkedin.com/in/lorengray

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Current Big Data You Can Use Today to Drive

Incremental Revenue

Using Facebook / Property Guest Portfolios / Excel / Google Adwords / and ‘off the

shelf’ software

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Who Does Facebook Ad’s?Let’s Talk About

Power Editor

Build an Ad for Each Variable

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Custom Audiences & Look-Alike Audiences

Massive Stats To Use From Facebook Insights Only From A Download

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Convert the data to your model• Take your conversion data from insights• Take your conversion data from your ad

variables• Take you geo data from your CRM• Calculate best time of day and which

demographic responds• Validate which delivery makes best conversion• Specify dollar spend on CPM

Tools To Schedule With

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Did you know you can GEOFence an FB ad or

a post?

Did you know you can do retargeting through

the Facebook Exchange?

Did you know by the end of this month

you'll be able to begin to promote Video ads

in Facebook?

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All This Is Not Just About Transit Business

"I don't want to market to everybody, I want to

market to you"

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Questions? Panel Moderator: Tim Peter, President

Tim Peter & Associates

Panelists:

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Don Hay

President & CEO

Digital Alchemy

Leila Labanieh Moro

Director, Business Development,

U.S., Latin America, and

Caribbean

Expedia

Loren Gray

Director of E-commerce

Ocean Properties Ltd

Upcoming Webinars:

4: eBusiness Planning for 2014September 10, 2013 ♦ 2:00 - 3:00 pm Eastern

5: Testing v. shooting in the darkJuly 30, 2013 ♦ 2:00-3:30 pm Eastern

#

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HSMAI’s Newest Certification:

The Certified Hospitality Digital

Marketer (CHDM)

Go to www.hsmaicertifications.org

For more information and

downloadable application!

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Today’s webinar is copyright 2013 by the Hospitality Sales & Marketing Association International with All Rights Reserved.

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