2014 SoMe Award SubmissionDream Team

2

The Client

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Martin HospitalityMartin Hospitality is a hospitality group operating 5 properties in and around Cannon Beach, Oregon.

Like many coastal businesses, these properties experience a slow season from October to April. Martin Hospitality hired Anvil to develop and implement a social media campaign that would help to maintain reservations in the off-season.

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The Campaign

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Making Great Memories

Post content that encourages fans to complete an action

(clicks to the website, reservations)

Implement Facebook ads to supplement

organic efforts

Post highly shareable content that inspires fans to create stories

Objective:

Utilize Facebook to increase reservations in the off-season

Strategy:

Increase brand awareness, engagement, and referrals to the website

Tactics:

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To accomplish our client’s objectives, Anvil created & posted..

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..content that told stories

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..content that evoked emotion

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..content that captured the essence of each property

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The Challenges

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Limited Conversion TrackingThe Challenge- The application used for online

reservations takes users off-site to complete the transaction, without bringing them back on-site

The Opportunity- Anvil implemented Google Tag

Manager to track clicks on menu items and reservations

- Anvil used Facebook Advertising to offer specials and promotions, complete with a promo code traceable to each advertisement

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Limited Organic ReachThe Challenge:- Facebook has continued to decrease

organic reach for Pages, making it difficult to communicate with followers

The Opportunity: - Anvil implemented Facebook Ads to

supplement organic efforts- Custom audiences were

developed for each property for precise targeting

- Campaigns targeted potential followers and existing followers- Content & communication

differed for each audience

Jan-13

Mar-1

3

May-1

3Jul-1

3

Sep-13

Nov-13

Jan-14

Mar-1

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0.2

0.4

0.6

0.8

1

Average Organic Reach

Organic Reach

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The Results

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Reach & Awareness- During the campaign, total followers

increased 74.6%- After Facebook Advertising was

implemented in November, reach increased significantly

Jan-13

Mar-1

3

May-1

3Jul-1

3

Sep-13

Nov-13

Jan-14

Mar-1

40

0.4

0.8

1.2

1.6

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Average Total Reach

Organic ReachTotal Reach

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Engagement- Engagement levels rose significantly

throughout the campaign- Actions with the most weight

(comments and shares) were the hardest to impact, but increased steadily during this time

**Engagement on promoted posts was excluded from this report

Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-140

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Post Engagement

CommentsLikesShares

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Referrals to Website

- Since users are able to make reservations on the website, one of Anvil’s key KPIs for the campaign was referral traffic from Facebook

- Since implementing the campaign in August, referral traffic has increased 42%

Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-140

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100

150

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Facebook Referrals to Website

Social Referrals

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Conversions- Since there was limited conversion

tracking in place, Anvil used several outlets to report conversions. These included:- Post-stay satisfaction survey- Employee feedback- Use of Promo Codes- Guest feedback

Thank you!