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Tuesday, August 16, 2011Tuesday, August 16, 20112:00 2:00 –– 3:00 PM EDT3:00 PM EDT

Hospitality Sales and Marketing Association International (HSMAI)

Best Practices in Creating a Best Practices in Creating a Digital Marketing PlanDigital Marketing Plan

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Overview of Format and TopicOverview of Format and Topic

Webinar ModeratorFran BrasseuxExecutive Vice President, HSMAI

POLL QUESTION #1POLL QUESTION #1How many people are participating in

this webinar at your location today?

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Dr. Bill Carroll, Senior Lecturer, Cornell University

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TodayToday ’’s s Presenters: Presenters:

Panel Moderator: Dr. Bill Carroll, Senior Lecturer, Cornell University

Panelists:Max Starkov

President & CEO

Hospitality eBusiness

Strategies

Joe HymanFounder & CEOVIZERGY ®

Gordon LiametzPresidentRevenue Performance, Inc.

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Loren GrayDirector of E-CommerceOcean Properties, Ltd.

• Overview - What’s Happening? • Making a Plan - The Process• Staying on Track• Measuring the “Return” – Social Media

• … questions at any time!

Max Starkov

President and CEO

Hospitality eBusiness Strategies

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Main Distribution Channels in Hospitality

Industry Facts:

•Rapidly Growing Online Channel (+25% in 4 years) •Decreasing GDS Travel Agent Channel (-25% in 4 years)

•Decreasing/Flat Voice Channel (-11.1% in 4 years)

What Does This Mean for Hoteliers?

Hoteliers Need to Focus on the Online Channel,

the Only Growth Channel in Hospitality

Top 30 Hotel Brands 2010 2009 2008 2007

Internet Bookings 52.3% 50.4% 47.6% 42.0%

GDS Travel Agent

Bookings22.1% 21.3% 27.3% 29.3%

Voice Bookings 25.6% 28.3% 25.1% 28.8%

eTRAK Report, HeBS Digital

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Not All Online Bookings Are Created Equal

Industry Facts:

•Since 2008, the OTAs Increased Market Share by 45%• as % from CRS Reservation for the Top 30 Hotel Brands)

•The True Cost of OTA Distribution: $2.5 Billion in 2010 (STR)

What Does This Mean for Hoteliers?

Hoteliers Need to Focus on the Direct Online Channel to “Own the Customer” and Stay Competitive

eTRAK Report, HeBS Digital

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What Are the Main Challenges Facing the Hospitality Industry Over the Next 24 Months?

•Continued Shift from Offline to Online

•Significant Increase in OTA Market Share

•Social Media: Mainstream Customer Engagement Channel

•Mobile Web: Exploding Distribution Channel

•Meet Your New Guest: the Hyper-Interactive Consumer

•Channel Convergence and Need for Multi-Channel Marketing

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Of your total Internet marketing budget, where did you spend your money? (Results taken from the HeBS Digital 5th Benchmark Survey)

2010 2011

(projected)Website re-design/design 16.34% 20.2%

Website optimization 10.1% 13.7%

Paid Search Engine Marketing: Pay-per-click (PPC) 17.7% 20.2%

Local search/Online Yellow Pages 3.4% 4.7%

Search Engine Optimization (SEO) 10.5% 13.4%

Email marketing 11% 12.3%

Mobile marketing (mobile search, mobile websites, SMS messaging, etc.) 4.5% 6.9%

Social Media* 7.5% 11.7

Online Video 4.3% 7.9%

Results of the HeBS Digital Annual Benchmark Survey on Hotel Internet Marketing Budget Planning and Best Practices: Budgeting

• 2011 marketing budgets are higher• Renewed focus towards hotel website design and SEO

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Results of the HeBS Digital Annual Benchmark Survey on Hotel Internet Marketing Budget Planning and Best Practices: ROI

• What works? The basics: website design, SEO, email and SEM

What Internet marketing formats do you believe produce the best results and the highest returns on investment (ROI)?

2010 2011

Website design/redesign 61.7% 64.9%

Website optimization 70% 71.9%

Paid Search Engine Marketing: Pay-per-click (PPC) 38.3% 47.4%

Search optimization – Organic search 58.3% 65.8%

Email marketing 48.3% 59.6%

Email sponsorships 10% 3.5%

Mobile marketing 15% 14.9%

Online Video N/A 17.5%

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Results of the HeBS Digital Annual Benchmark Survey on Hotel Internet Marketing Budget Planning and Best Practices: Online Video

• 2011 is the ‘Year of Video’

Which online video initiatives are you planning for 2011?

Creating videos of my hotel 39.1%

Add video to my hotel website 42.7%

Online video advertising 13.6%

MMS Messaging 4.5%

Combine video with social networking 34.5%

I am not planning on online video initiatives for 2011 35.5%

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Budgeting for 2012 in a Multi-Channel Marketing World

Hotel

Website & Mobile Site (15%-25%)

SEO

(10%)

SEM

(30-35%)

Display Advertising

5%-10%

Mobile Marketing

(10%)

Local Search/Local Listing (5%)

Social Marketing (7%-8%)

Email Marketing (7%-8%)

Loren Gray

Director of E-Commerce

Ocean Properties, Ltd

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Property Level Digital Marketing Budgeting Process

•Take your previous years Marketing plan and grade it

•By market channel indicate did it meet or fail your forecasted value

•PPC / Email / placement ads / partnerships / paid links / listings / brand initiatives / mobile / social

• Pass or fail at the very least, variance (+/-) if possible

•Now toss it out (smile)

Now let’s review our Market Sources and assign % percentage contribution by channel

The following discussion is based on two process assumptions;

•Top line revenue numbers have already been given and you have tocreate a defendable budget to generate them

•You still have the opportunity to contribute to the forecasted top line and need to create a provable budget to validate the media plan

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Take your current years sales contribution report and assign a % of value based on revenue contribution

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Digital Marketing's Version of S.W.O.T Analysis & Audit

•Determine your strongest channels

•Your weakest channels•Your channels of great opportunity•Your competitors strongest

•Your competitors weakest

•What can you take from your competitors and is it what you want? (market tier evaluation) (STR verses Digital Comp Set)

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2012 Marketing Channels to Budget For (In Order of Value)

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Simple Example of PPC Calculation for Spend Model

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One Example of how to calculate PPC spend

Types of Keyword ‘Baskets’

(in order of conversion value)

•Brand•Destination

•Features•Market•Seasonal

•Geo-targeted•Promotion specific

•Competitor Containment

Flow of keyword conversions (CTR) by use; (benchmarks only)

•Browse Keywords 0.5%•Shop Keywords 1.0%•Buy Keywords 1.5%

Competitor’s bid X Competitor’s Quality Score

Your Price = _____________________________________

Your Quality Score

(Your Price X CTR of keyword type) X Estimated Volume of Traffic = Specific Keyword budget*

*Note; to save time you can do this via group baskets if small and specifically targeted

Joe Hyman

Founder & CEO

VIZERGY®

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Tracking the Plan for Success

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What does it mean?

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Hone in on metrics that matter to YOUR business

� Is it ROI?

� Is it Image?

� Is it RFP’s?

� Is it Weddings?

� Is it sales team support?

� Is it traffic?

� $$

Spend Money to Make Money

30 to 1 vs. 8 to 1 ROI

Spend $150 per month $4,500 in sales

Spend $5,600 per month $45,000 in sales

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Tracking Digital Performance

� Enhancing Website� SEM � OTA� Email� Other display � Video � Social� Brand Opportunities� Content (Reputation, PR)

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Course Corrections

Gordon Liametz

President

Revenue Performance, Inc.

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Who is Your Voice?Working with an outsourced partner or “in-house voice”

• Culture: Only you know your hotel/destinations as well as you do

• Transparency: The level of transparency is just not the same when you take things external…be careful how you communicate

your message

• Collaboration: The key here is having an internal person at the hotel/destination

If you outsource…their job is to enable your hotel/destination to

have relevant online conversations

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Questions You Need to Ask1. Is your hotel/destination capable of handling a social media

campaign right now…perhaps all you need is a consultant?

2. Does anyone at your hotel/destination have experience with social

media marketing?

3. Does your hotel/destination have the aptitude to study social media

marketing and research the latest trends?

4. Are you willing to make the time commitment for social media?

5. Have you determined the social media sites you want to participate

in?

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Function Objective Goals Activity

Research Listening • Customer knowledge

• Competitive Insights

• Online Focus Group

• Monitor

• Respond

Branding Engaging • Awareness

• Purchase funnel

influence

• Video

• Contests

• Other Social sites

Revenue Reservations • Sales

• Leads

• Revenue

• Influence

Customer

Service

Support • Questions answered

• Guest satisfaction

• Avoid hotel direct calls

• Timely Response

• Support follow-up

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Does “Liking”

your hotel/

destination

create a

sustained

customer

relationship

with your

hotel/

destination?

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Brand metrics are still the most common things to measure

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Measuring and Evaluating “Return” from Social Media

1. Website Traffic

2. Engagement

3 Revenue

4. Leads/Downloads

5. Search Results

6. Brand Metrics

• Request our complimentary “Social Media Measurement & Tools” which includes Youtube, Blogs, Facebook, Geolocation, etc.

measurement KPI’s and over 25 free and paid

tools

• E-mail your request to: liz@revenueperformance.com

Questions? Questions? Panel Moderator: Dr. Bill Carroll, Senior Lecturer,

Cornell UniversityPanelists:Max Starkov

President & CEO

Hospitality eBusiness

Strategies

Joe HymanFounder & CEOVIZERGY ®

Gordon LiametzPresidentRevenue Performance, Inc.

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Loren GrayDirector of E-CommerceOcean Properties, Ltd.

Don’t miss -

HSMAI's MEET NationalDate: September 7, 2011 - September 8, 2011, Washington DC

The Hospitality Sales & Marketing Association International (HSMAI), announces a new way to MEET. Building on more than 20 years of success with connecting planners and suppliers and adding to its efforts this year to rebrand the organization's mission and focus, HSMAI's renowned Affordable Meetings® conference and exhibition is taking on a new name and a new vision.

Starting with its National show, Sept. 7-8 in Washington, D.C., meeting and event professionals will be invited to join their hospitality industry colleagues at HSMAI's MEET: Meetings, Events, Education, Technology.

Reserve your booth space now for 2011 to secure prime positioning.

Visit www.hsmaimeet.com for more information.

Upcoming Webinars:

The HSMAI University 10-part 2011 Revenue Management Series –Next Sessions:

Session 5 on August 30 - How Can You Get the Most From the Data You Have?

Session 6 on September 13 – What Are the Best Practices in Pricing and Price Optimization?

Special rates for registering for entire series

To register for these and more, please go to www.hsmaiuniversity.org.

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TodayToday ’’s webinar is copyright 2011 by the Hospitality Sale s & Marketings webinar is copyright 2011 by the Hospitality Sale s & Marketing Association International Association International with All Rights Reserved.with All Rights Reserved.