Sales Revenue Marketing

Facebook, Social & YOU

Sales Revenue Marketing2

@LorenGray

Today is not about the ‘How to’ it’s about the ‘What can’ we do…

To learn the tools available in Facebook

To find the value in embracing social in your day to day operations… no reallyTo combine Sales, Revenue & Marketing into one mind

Sales Revenue Marketing

To prepare for 2017 in a realistic way

Sales Revenue Marketing

What is the connection between Social SEO & Content?Customers and Content. People use search and social to discover content. Search engines and social platforms like content because it creates the basis for advertising opportunity. Put all three together and the sum is better than the parts – like a PB&J Sandwich.

Sales Revenue Marketing

Digital Strategy – Guest Acquisition – The Really Short Version

Stay DateResearch Date(s)

Timeline

Prime Booking WindowResearch Period LOS

January February March

Departure Date

Facebook Examples

Sales Revenue Marketing

Custom Audiences and Look-Alike Audiences

Sales Revenue Marketing

In ten days31 new memberships

Costing $1,248

Total Revenue -- $201,500

Group dropped 14 days out for entire weekend (62% of Occ)

• Took arrivals list and made a custom audience

• Took last years in-house list same time made a custom audience

• Made a custom audience based on a radius of 150 miles (drive market)

• Put all three together for an ad featuring those specific dates, (making the arrivals list a negative)

SOLD OUT

Membership and Short Term Replacement

Sales Revenue Marketing

Stealing Market Share and Driving Local Business

Gender: FemaleAge: 24 - 34Relationship Status: SingleInterest: Live MusicLocated: Within a 5-mile radiusScheduled to Post: Friday @ 5 pm & 9 pm

Meeting Initiative F&B Initiative

Daily & Long Term Strategies

Sales Revenue Marketing

It’s not just about campaigning…

Sales Revenue Marketing

Attribution and Socials Real Value

Path Analysis Report for a Non-Branded hotel client.

Of all conversions where Social was a part of the discovery process by the consumer, 75% involved other channel touchpoints (social probably doesn’t get enough credit for driving bookings that they do).

Organic Search (and to a lesser degree Paid Search) were integral parts of that journey.

Again, another reason why a unified content strategy will provide these people with a better user experience that will improve engagement and bookings – and through that should improve rankings.

Social Engagement Does Not Occur In A Bubble

Sales Revenue Marketing

Value is more than just the one effort

Giving content a more permanent home on an independent site page or brand.com or on blog (or YouTube) means that the content can continue to provide engagement long after the initial post.

Admittedly a challenge to find the best content formats to do this with Brand sites.

437 Sessions from Facebook

Now for some REALLY cool stuff…

Sales Revenue Marketing

To combine Sales, Revenue & Marketing into one mind

Sales Revenue Marketing

New ways to look at Digital Marketing Data and Revenue Management Strategies

Sales Revenue Marketing

Sourcing Data to Define Strategies with GTM

Sales Revenue Marketing

Merging Social, Analytics and Emails to Sales

Sales Revenue Marketing

Isolating under performing opportunities

Sales Revenue Marketing

There are lots and lots of tools available… How would you like to know what everyone is talking about… in real time

Sales Revenue Marketing

To all facets of operation…

Sales Revenue Marketing

You, you’re department, you’re property, & and you’re companies roles Daily…

THANK YOU

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@LorenGraybit.ly/marcushotels16

“For the Privilege of your time”