Innisfree Digital MediaOne Year

17 Social Websites85,815 Website Visits

Vanity Website Performance$67,892 in sales on brand.com referred

12 Facebook Pages22,357 Facebook Fans

Fans Have 7,373,999 Friends5,242 Facebook Updates

7926 Customer CommentsRecord

Weekly Reach

187,105 (Hampton OB)

Total Weekly Reach as of

February 15th

546,100

Brand Audience Reach &Engagement (BARE)

% of Engaged Fans

BARE drives Reach. Reach drives Sales.Our fans are more engaged than Lady Gaga’s.

HIR .06%Hilton PB .18%Hampton PB .13%Hampton OB .23%HGI .26%HIX .27%

Fish House .02%Margaritaville .007%Hilton Sandestin .014%Oreo Cookies .008%Lady Gaga .015%

Facebook Engagement Strategy

Virtual Concierge

Talk To Us

RandomActs of

Fun

Content Production(Visual and Written)

47 Blog Posts

Twitter Stream404 Twitter Followers

1446 Tweets Klout Score 50

Go Pensacola 23

MacQuires 14

Hilton Sandestin 23

Alabama Beaches 41

PNJ 41

Visit Pensacola 44

Hilton Brand 59

6 Google+ Brand Pages319 People Have Us in Their Circles

1 Customer Interaction

Stephen Levy, Wired Magazine: “The startling transformation of standard Google Search into an amplifier of social content means that no matter how you cut it brands must participate in Google+.”

Flickr Stream1989 Photos

Uploaded, Edited, Posted and Tagged

5733 Photo Views

Custom Channel1 Video

Visual Merchandising

9 Trip Advisor Pages

9 Yelp Pages

7 Google Places Pages

2 Urbanspoon Pages

8 Foursquare Accounts

Claimed, Populated & Implemented Best Practices

Emergent Social Platforms

I'm officially addicted to Pinterest. Shit. ;)

Structuring an Innisfree Marketing Campaign

CoordinatedCreative

InnovativeFocusedEfficientStrategic

Strategy is Always the Same:

Reach & Post ViewsOrganic Search.Generate Leads.

Conversions.Awareness.

Loyalty.3rd Party

Recommendations.

Differentiate with great guest

experience & fun times.

Innovate, test, tweak and repeat.

Strategies

GoalSell Rooms

Reach

OrganicSearch

MoreConversions

BrandAwareness

BrandLoyalty

Differentiation& Fun

RandomActs of Fun

RandomActs of Fun

RandomActs of Fun

RandomActs of Fun

Talkto Us

Talkto Us

ContentCuration

ContentCuration

ContentCreation

ContentCreation

ContentCuration

ContentCreation

FacebookAds

FacebookAds

FacebookContests

FacebookContests

SocialMediaDeals

Presenceon Emergent

Social ChannelsEvents

Tact

ics:

Innovate, Test, Tweak, Repeat

KeywordResearch

TraditionalSEO

ContentCreation

ContentCuration

Google + GooglePlaces

New Leads

Tact

ics:

Innovate, Test, Tweak, Repeat

Social MediaDeals

FacebookAds

FacebookContests

ContentCreation

ContentCuration

WebsiteOptimization

Landing PageOptimization

ReservationEfficiency

Review SiteBest Practices

Review SiteBest Practices

VirtualConcierge

SocialDeals

Events

VirtualConcierge

Events

Tact

ics:

Innovate, Test, Tweak, Repeat

Tact

ics:

Innovate, Test, Tweak, Repeat

Tact

ics:

Innovate, Test, Tweak, Repeat

Tact

ics:

Innovate, Test, Tweak, Repeat

Tact

ics:

Innovate, Test, Tweak, Repeat

End of the World Campaign

End of the World ROISales Sales Total Room Nights Hilton Pensacola Beach $3,751.00 22 Hampton Pensacola Beach $3,420.00 34 Holiday Inn Resort Pensacola Beach $12,969.00 131 Hampton Orange Beach $3,960.00 43 Hilton Garden Inn Orange Beach $1,918.00 21 Holiday Inn Express Orange Beach $1,544.25 16

Totals $27,562.25 Ad Spend Spend Post Views Clicks Cost Per Click (CPC)PNJ Print Ad $468.75 39,000 0 0 PNJ Digital Ad $390.00 30,000 90 $4.30 Gambit Digital Ad $600.00 80,222 111 $5.40 Gambit Email Blast $800.00 8,876 60 $13.33 Graphic Design & Contest Management $932.00 0 0 $0.00 Facebook Paid Ads $2,019.42 6,662,265 3,175 $0.64

Totals $5,210.17 6,820,363 3,436

Food ForThought.

2012 Predictions Worthy of Our

Attention

Social Media marketing will just be called marketing.

Moved from growth to saturation.

Dominant form of online content.

So Lo MoThings that make you say hmmmmm.

42% of American hotels reservations were made with a mobile device in

2011.

iphone sales just surpassed the global birth rate.

ipad user spends 6 times more time with your

content.

Products like PayPal Wallet will connect location, deals

and purchasing through your phone.

86% of Americans access mobile internet

while watching TV.

Facebook WinsSocial Commerce. You will buy

stuff on Facebook.

Facebook data will determine overall direction for content development and marketing

campaigns.

Content marketing & customer engagement will consume 65%

of brand marketing budgets. Facebook will be primary platform.

Hotel chains will grapple with social engagement on Facebook where big brand scale is a hin-drance. Last month Holiday Inn introduced a Facebook landing

page that directs users to regional portals.

First Facebook marketing

conference is tomorrow. Expected to announce Timeline page for brands. Timeline will demand an increased focus on visual

merchandising.thanksfor liking us!

Find Your Female PeepsPeople who are most

passionate about what you’re doing are the

new ‘influencers.’ 60% of Facebook users will post about your product for a deal.

Female demographicis key to social

campaigns. They dominate online communities and have the most

influence.

Get SmartSocial Media Wild West is settled. Brands will start to demand smart

strategy & ROI.

Digital contentsharing, conversations

& professionalnetworking willbe vital to B2B.

Engage wherever, whenever and however.

Social data will be stored, mined,bought & sold.

Social engagementwill be rewardedwithin traditionalloyalty programs.

Blazing a Trail;Getting it Done

Organizations with more than 500 employees:16 full-time digital team members

6 people outside the core team working part-time8 outside contractors24 digital properties

Innisfree: 1 full-time team member

12 social media coordinators6 management supporters

2 outside contractors40 digital platforms

Right Here, Right NowEvery Website/Facebook Combination needs:

Social media coordinator for 8 hours/week.

Daily facebook updates.

Daily Google Plus updates.

Engage & respond to all comments.

Content curation.

Content creation; visual & written.

Implement Talk to Us, Virtual Concierge & Random Acts.

Help organize & host events.

Keep GM’s and sales staff informed.

Participate in & contribute to Basecamp discussions.

Attend training sessions and strategy meetings.

Can be anyoneas long as they have:

An instinct & passion for social media.

Amazing instinct for content curation.

Great communication skills.

Long-term commitment to Innisfree.

Access to a mac desktop computer,web cam, speakers & smart phone

or tablet.

Sales DepartmentParticipation

Each Sales Department Needs To:

Facilitate digital reservations.

Learn to carefully track ROI from digital campaigns.

Participate in the creation of social media deals.

Work on generate leads with Linked In.

Thoroughly review and quickly approve graphic materials.

Handle incidentals like sudden arrival of influencers.

Day to day support of social media coordinator.

Executive, GMs, DOS:

Participate in quarterlycampaign strategy meeting.

Define ROI goals.

Support sales teams &

social media coordinators.

Resilient StructureFive Year Vision

Directorof New Media

$$

Marketing AnalystManager

$$

MarketingCampaigns

PublicRelations

DisplayAds

Content Production(visual and written)

ContentCuration

Monitoring

Graphic Design$$$

TechnicalDevelopment

$$$

SEO/AnalyticsDevelopment

MarketAssessment

Paidper-click

Advertising

Leads &Conversions Reputation

Management

IntelligenceGathering

Sales FunnelOptimization

Strategy DevelopmentThe Social Ark - CEO, Executive Director of Strategy, Regional Director of Operations, Property General Manager, Director of Sales

SMCoordinator

$

SMCoordinator

$

SMCoordinator

$

SMCoordinator

$SM

Coordinator$

SMCoordinator

$

CommunityManagement

& Engagement