digital marketing webinar series the path to location...
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Digital Marketing Webinar Series
The Path to Location-Based Marketing
Success
June 13, 2012
This webinar series is brought to you by This webinar series is brought to you by
HSMAI University, HSMAI University, HotelNewsNowHotelNewsNow, and , and STRSTR
Overview of Format and TopicOverview of Format and Topic
Fran BrasseuxExecutive Vice President, HSMAI
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We are grateful to Digital Alchemy,
our sponsor and partner in
presenting this digital marketing
webinar series!
POLL QUESTION #1POLL QUESTION #1How many people are participating
in this webinar at your location today?
� 1� 2� 3� 4� 5� 6� 7� 8 or more
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Holly ZobaSenior Vice President of Sales –
HospitalitySignature Worldwide
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Today’s Presenters: Today’s Presenters: Panel Moderator: Holly Zoba, Senior VP of Sales –
Hospitality, Signature WorldwidePanelists:
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Asif Khan
Founder & President
Location Based Marketing Assn.
Margaret Mastrogiacomo
Manager, New Media &
Creative Strategy
HeBS Digital
Christine Beuchert
Sr. Director, Marketing &
Ecommerce Strategy
Marcus Hotels & Resorts
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Asif Khan
Founder & President
Location Based Marketing Assn.
@AsifRKhan or @TheLBMA on twitter
Source: TNS/Kanter Group
We Are Driven By Smartphones
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Source: TNS/Kanter Group
Why Location?
Response To The Check-in
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•95% of SmartPhone owners look for location information
•Half of them receive location-specific offers
•Today 114M use check-in services, in 2014 1.4B
•In 2011 48M people accessed maps on their mobile phone
Location Services Are On The Rise
Source: LBMA/Forrester
•Annual Income of $105,000
•49% Have A College Degree
•21% Have A Post-Graduate Degree
Who’s Using Location Services?
Source: LBMA/Forrester
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Margaret Mastrogiacomo
Manager, New Media & Creative Strategy
HeBS Digital
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Before you Dive into Location-Based Marketing…
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Mobile Website � Engaging, user-friendly mobile design � Optimized with fresh, local content & location-
based specials� Seamless booking capabilities
Mobile SEO� Keyword optimized mobile site content for mobile
search� Accurate and optimized listings on local mobile
directories
Mobile Advertising � Mobile SEM Campaigns� Mobile Banners
Mobile Engagement � Engage your customer segments in realtime with
SMS & MMS mobile marketing
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Robust Community on Facebook � Update Fan Page at least 3-5 times a week � Post local content, open ended questions , and
engagement focused information � Set up a Facebook Offer
Robust Community on Twitter� Update Twitter Profile at least 3-5 times a week � Post local content, monitor the real-time buzz,
and provide customer service
Foursquare Strategy � Offer check-in deals to up-sell onsite accommodations� Monitor guest tips on the property venue (similar to
customer reviews)
Cross Promote Social Platforms � Synch Foursquare with Twitter, Promote Twitter
on Facebook, etc� Explore emerging social platforms
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The Game is Changing…Are you Ready?The Mobile Web + Social Media = Game Changing Pheno mena
The Mobile Web + Social Media stimulate the emergence of a new breed of hyper-interactive travel consumers who demand “immediate, anywhere and anytime”
Customer Engagement
Customer Engagement
Content SharingContent Sharing
Customer Service
Transactional Capabilities
Transactional Capabilities
Information Access
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What Does this Mean for Life as We Know it?
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There’s a Blurring of Realities…
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And Location Based Marketing is Paving the Way…
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Facebook Google+ Twitter Foursquare TripAdvisorAdd location context to updates and photos.
Ratings & Reviews accessed via API.
Most open and transparentof the LBE platforms
Check-in, share, and earn points.
Features mobile website &app where users can read
reviews, things to do, flights, and forums.
Users can check-in on Facebook Places.
Google+ App can check-in and tag location.
Launched Twitter Places in June 2010.
Tag photos to a venue, leave “Tips”, & explore
nearby venues by proximity, keyword, and
friends.
Can access directions to restaurants & attractions –all with the smartphone's native GPS capabilities.
All location based actions show up in the Ticker.
Limited time test of check-in offers using Latitude
mobile.
3rd party apps like Tweetbot allow users to tag a specific place in
tweets.
Check-in Special.Travelers can post reviews
and opinions while traveling in realtime.
Users can redeem a “Facebook Offer.”
Google’s primaryadvantage is its
domination of local search & navigation utilities via
Maps.
Generates awareness of check-ins on 3rd party apps
like Foursquare, Yelp, Scvngr.
Compared to sites like Facebook, reach is limited.
Not a player in the check-in space, but shapes the
travel experience with user reviews &
recommendations.
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What Does This Mean for Online Marketing?
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SoLoMo: An Integrated Initiative
Think local & immediate.1 in 3 mobile searches has local intent
(1 in 5 for desktop)
The whole is exponentially greater and more valuabl e than the sum of its parts .
Customer Engagement is increasingly mobile.
Mobile social media audiences increased 37% in 2011, and more than half of social mobile audiences read a
post from an organization, brand or event on their mobile device.
(ComScore)
Google+ : Over 90 million users and Google Maps has 150
million mobile users.
Local drives better engagement and
conversions. 17% of hotel searches via Google
are mobile 82% booked within a day of arrival
vs. 45% from a desktop58% mobile bookings are within 20
miles of hotel
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What Does This Mean for Travel Consumers?
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Lo cal: The need
for information from our immediate environment.
Mobile: Speaks to our
always on-the-go nature.
Social: What we do as
human beings and how we share our travel
experiences.
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How Does This Take Shape in the Real World?
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Social Media Becoming a Sixth Sense.
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Tapping into the Always-Connected Traveler
=
Location-Based Marketing Success
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LBS Check-ins: Engage & Up-Sell
What do check-ins mean for hospitality?
� Enhance the guest experience
� A check-in does not = selling rooms
� Up-sell onsite amenities such as Spa, Dining, etc
� Loyalty Program: instead of simply earning rewards or points , the consumer shares his or her brand loyalty and affinity with their friends every time a reward is unlocked.
� Starwood partnering with Foursquare
Check-in
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Go Beyond Check-ins to Simply Unlock Deals.
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Check in Your Pet Contest.
Check in, share pet photo, and be entered to win a free pet-friendly stay.
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Check in. Breathe out.
Check in to yoga, share a fitness tip, and be entered
to win a free gift card.
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Real-Time Reviews: Customer Service
Guests are socially engaged in real time during their stay.
� Mobile access to social media and customer review sites results in reviews and feedback DURING a guest’s stay
� Beyond real-time customer reviews, guests are making real-time requests for immediate needs via social platforms
Just had a bday massage @hotel 2 suggestions: u must have music the silence was terrible & more blankets, I was freezing!
Does your Starbucks have the buy one get one free from 2-5 pm deal?
Shout out to staff of @hotel. GREAT hotel, great service, great guest experience #PASIC11
Fingers and toes are ice cold and going numb. Can the A/C be tweaked a bit so it's not so cold in here? #et11
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Community Manager vs. Real-Time Concierge
� Post-stay Engagement
� Fostering Brand Loyalty
� Keeping Guests Connected
� Marketing Strategy Execution
� Onsite Customer Engagement
� Enhancing Guest Experience
� Keeping Guests Happy
� Customer Strategy Execution
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Google+ Local Replaces Google PlacesMay 30, 2012:
80 million Google Place converted to Google+ Local pages:
� Dynamic, social content vs. static directory content
� “Local” tab within Google+
� Zagat reviews in place of Google reviews
� 30-point rating scale vs. Google’s 5-point
� Integration of Google+ Local pages across Google platforms (search, Maps, mobile)
� Integration of a circles filter to find reviews or recommendations from friends/family/colleagues
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Foursquare More Customer Review FocusedThe new Foursquare mobile app:
� Helps you discover what’s nearby� Offers customized recommendations� Lets you see easily where your friends have been� Makes checkins a more social experience
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Mobile Website: Location & Beyond
HeBS Digital developed a “Location Aware” mobile website for Loews Hotels.
User Visits SiteUser Visits Site Serves Nearest Property
Serves Nearest Property
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Mobile Website: Location & Beyond
Provide a more personalized website
experience
Provide a more personalized website
experience
Welcome user by name
Welcome user by name
Recommend “things to do” based on a user’s “likes” and interests on
Recommend “things to do” based on a user’s “likes” and interests on
Serve a Special Package based on a
user’s “likes” and interests on Facebook
Serve a Special Package based on a
user’s “likes” and interests on Facebook
Provide more targeted content based on a
user’s demographics (age, gender, etc)
Provide more targeted content based on a
user’s demographics (age, gender, etc)
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SMS Geo-Fencing
Users within 25 miles of hotel
Users within 25 miles of hotel
Receive alert for Weds Wine
Happy Hour
Receive alert for Weds Wine
Happy Hour
� Users can opt-in and allow location access
� Can determine geo-fence to market specifically to locals
� When sending an SMS blast, only users within the geo-fence will receive the message
� Great for marketing last minute rooms, onsite dining, spa, etc.
Don’t forget to stop in for our wine happy hour today at 5 pm. Enjoy ½ off wine until 8
pm!
Christine Beuchert
Sr. Director, Marketing & Ecommerce Strategy
Marcus Hotels & Resorts
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LBM for Hospitality
Covering the Basics
LBM for Hospitality
• Manage your mobile storefront• Interact with customers• Be visible everywhere• Offer value
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Mobile Website
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Local Search Returns
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Google+ Places
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Facebook Offers
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Foursquare
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Yelp Listing
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Yelp Reviews
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Yelp Deals
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Vail Resorts example
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Vail Resorts – RFID/Sharing
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Vail Resorts – Points/Badges
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Amex synced offers
Guests receive discounts via Twitter or FourSquare check-ins• (i) have an American Express Card that is synced with Twitter
(see sync.americanexpress.com/twitter for more details on how to sync your Card);
• (ii) tweet using #AmexWaldorfChi;
• (iii) receive an "@ reply" message from @amexsync stating that this offer has been added to your synced Card; AND
• (iv) use your synced Card to make a single purchase of $100 or more at Waldorf Astoria Chicago by 8/31/12.
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Asif Khan
Founder & President
Location Based Marketing Assn.
@AsifRKhan or @TheLBMA on twitter
The challenge for marketers
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Deals Are Indeed Important
But Not Unless It’s Right For You
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Connecting Location To Loyalty
Scavenger Hunt Anyone?
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Location-Based Storytelling
Birds Of A Feather
•Magic Places
•NFC = BUMP
•Unlock Levels
•Local Leaderboards
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Billboard + Mobile App
Billboard + Mobile App
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Think Augmented Reality
Your Home Is A Location Too
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Play That Beat Mr. D.J.
Location Is About Data
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Gamifying The Kiosk/Vending Machine
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Key Takeaways
• A place is wherever you are right now
• Every person, place and thing will be geo-addressable and have a geo-relationship to everything else.
• LBM is not only about mobile, but the integration of media around places
Questions? Questions? Panel Moderator: Holly Zoba, Senior VP of Sales –
Hospitality, Signature WorldwidePanelists:
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Asif Khan
Founder & President
Location Based Marketing Assn.
Margaret Mastrogiacomo
Manager, New Media &
Creative Strategy
HeBS Digital
Christine Beuchert
Sr. Director, Marketing &
Ecommerce Strategy
Marcus Hotels & Resorts
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Upcoming Webinars:
#5 in our 10-part Revenue Management series: July 31,
Leveraging Emerging Channels
#3 in our 5-part Digital Marketing series: August 8,
The Third Leg: Tablet Marketing Strategy
3 Tracks to Success
ROC allows you to tailor your conference experience with 15 breakout sessions in 3 tracks, including:
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Strategy Track
• Strengthening Your Team’s
Core Competencies
• The Road to Total Revenue Management
• Leveraging Emerging
Channels
FAST* Track
•Market Segmentation
Refined
• Pricing Strategies to Preserve Value and Manage
Risk
• Forecasting*Fundamentals, Acumen, Strategies, Tactics
Innovation Track
•Using Analytics to Unleash the Power of Pricing
• Beyond Displacement:
Optimizing Group Business
• Pricing in a Social World
www.hsmairoc.org
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Don’t miss -
HSMAI’s MEET
Reserve your booth space today!
Visit www.hsmaimeet.com for more information.
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“When I received the program this year I saw that I needed
to come for the educational content. I have been really,
really happy with the sessions I attended. It’s new. It’s
innovative. It’s fresh information. It is not just how to
book a meeting basics. It’s much more in-depth, detailed
information for seasoned planners. I really liked all the
changes. I have learned a lot, and after 20 years in the
industry, that’s saying something.”
- Cara Thorpe, Federaton of Animal Science Societies,
Champaign, Ill.
What The Planners Said At TheWhat The Planners Said At The
“New” HSMAI MEET Mid“New” HSMAI MEET Mid--America April 3America April 3--4, 2012 in 4, 2012 in
Chicago Chicago
“
“ TEEM Up Corporate buyers : We are very
pleased with our partnership in the new
HSMAI MEET. Over 40 of our top planners
in markets that cover our top accounts in
technology, pharma and healthcare have
been part of the new TEEM Up reverse
show . We surveyed the participants and
they gave participation at the show very
high marks for the quality education, for
the key connections they made to place
important RFPs, and the ability to network
with new destinations and venues for their
business needs. “ Maxvantage Meetings
team – the corporate alliance of Maritz and
American Express
“TEEM Up was great for Rock Resorts. We secured one site visit and two RFPs.
Overall it was a very good and new way to host meetings with planners.” –
Margaret Victor, Director of National Accounts, Rock Resorts
“HSMAI’s TEEM Up gave me valuable meetings with individuals with a specific
interest in bringing events to the Broadmoor. It was a huge plus that we received
two opportunities from TEEM Up that will hopefully lead to business." - Laurie
Meachem, Director of National Sales, The Broadmoor
“After my first two TEEM Up meetings in Chicago I had 12 RFPs. I couldn’t be more
thrilled. Every meeting I had was relevant because the planners selected to meet
with me and had a level of knowledge of who were are so I could spend more time
discussing what we could do for them. HSMAI MEET has done a great job of
attracting highly qualified meeting planners. It makes the show a worthwhile
investment” – Chuck Salem, President, Unique Venues
What The Exhibitors Said About TEEM UpWhat The Exhibitors Said About TEEM Up
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Online Business Acumen Course leading to CHBA Certification
4-week course – open enrollment: October 15, 2012
Register now at www.hsmai.org or contact [email protected]
for more information
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