we propel luxury brands as digital innovators....we propel luxury brands as digital innovators...
Transcript of we propel luxury brands as digital innovators....we propel luxury brands as digital innovators...
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we propel luxury brands as digital innovators
we propel luxury brands as digital innovators.
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we propel luxury brands as digital innovators
Content Marketing - The Future of SearchAdam Deflorian
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we propel luxury brands as digital innovators
digital
innovationdesignazds
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we propel luxury brands as digital innovators
!
Customized Content Curation and Personalization PMS Integration for Guest Information
Social Integration and Recognition Our Luxury Client Roster - Very High ADR
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we propel luxury brands as digital innovators
HUGE growth
*Karen McGrane
Social and Content Marketing
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we propel luxury brands as digital innovators
The amount of digital content
consumption and how quickly content
is dismissed as irrelevant
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we propel luxury brands as digital innovators
Content is the future of SEO
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we propel luxury brands as digital innovators
Co-Cite
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we propel luxury brands as digital innovators
Content Writing
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we propel luxury brands as digital innovators
A-U-R-A
Authentic
!
Useful
!
Relevant
!
Actionable
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we propel luxury brands as digital innovators
AUTHENTIC
TONE/VOICE Easily identifiable with brand
!
CONSISTENCY Regularity in format/schedule/delivery
!
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we propel luxury brands as digital innovators
CASE STUDY: Petit Ermitage
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we propel luxury brands as digital innovators
USEFUL
UTILITY Offers a practical/interesting function for user
Content sharing
!
AUDIENCE-SPECIFIC Study user demographics to optimize according to
interests, location, age, gender, etc.
!
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we propel luxury brands as digital innovators
RELEVANT
TRENDY Popular topics, current happenings, time of year
#HASHTAG Posts with hashtags receive double the
engagement of posts without hashtags
(Bufferapp)
!
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we propel luxury brands as digital innovators
CASE STUDY: Montage Hotels & Resorts
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we propel luxury brands as digital innovators
ACTIONABLE
EMOTION-DRIVEN Great images and stories drive emotion
Emotion inspires action (images result in 53%
more likes and 104% more comments on
Facebook )
“Make me care and make me share”
People remember 10% of what they hear, 20%
of what they read, and 80% of what they see
!
!
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we propel luxury brands as digital innovators
ACTIONABLE
DISTRIBUTION People=world’s greatest distribution channel
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we propel luxury brands as digital innovators
CASE STUDY: Montage Laguna Beach
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we propel luxury brands as digital innovators
Curating Luxury Lifestyle Content
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we propel luxury brands as digital innovators
Lifestyle
Passions
Brand
Experiences!
Human interest}
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we propel luxury brands as digital innovators
Recipes Interviews Stories Luxury Lifestyle !
!
!
Have meaning}
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we propel luxury brands as digital innovators
How?
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we propel luxury brands as digital innovators
Knowing your Audience !
Studying demographics (analytics)
!
Luxury lifestyle
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we propel luxury brands as digital innovators
People > product !
Images tell a personable story
!
Stories drive emotion
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we propel luxury brands as digital innovators
Trendsurfing !
Media listening: listen/observe/gather
current online trends and insights
= virality
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we propel luxury brands as digital innovators
CASE STUDY: Montage Impressions
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we propel luxury brands as digital innovators
CASE STUDY: Montage Impressions
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we propel luxury brands as digital innovators
CASE STUDY: Montage Impressions
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we propel luxury brands as digital innovators
User-Generated Content !
Identifying your social influencers
!
Empowering your most loyal
and influential supporters
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we propel luxury brands as digital innovators
CASE STUDY: #MontageMemory
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we propel luxury brands as digital innovators
Context
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we propel luxury brands as digital innovators
$1,300/night
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we propel luxury brands as digital innovators
$1,300/night$300/night
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we propel luxury brands as digital innovators
Knowing your Audience !
Skiing vs. Biking
Sundance vs. Park City Music Festival
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we propel luxury brands as digital innovators
Get Technical with Graph Search
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we propel luxury brands as digital innovators
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we propel luxury brands as digital innovators
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we propel luxury brands as digital innovators
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we propel luxury brands as digital innovators
Suggested interests and likes
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we propel luxury brands as digital innovators
Then remarket to those same individuals on a variety of ad networks
(not just Facebook)
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we propel luxury brands as digital innovators
Changing Paradigm in Traditional and Digital
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we propel luxury brands as digital innovators
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we propel luxury brands as digital innovators
Questions and thank you for listening.