increasing social media engagement with branded posts
TRANSCRIPT
INCREASING SOCIAL MEDIA ENGAGEMENT WITH BRANDED POSTS Case Study Period: May 1, 2014 - Nov 21, 2014
Date: 11.22.2014
Created by: Sergey Gusarov Digital Marketing Manager Eau Palm Beach Resort & Spa 100 South Ocean Blvd. Manalapan, FL. 33462 Phone +1 561.540.4946 linkedin.com/in/svgusarov
WWW.EAUPALMBEACH.COM
CONTENTS
1. GENERAL INFORMATION 2. OBJECTIVES 3. TARGET AUDIENCE 4. KEY MESSAGE 5. IMPLEMENTATION 6. RESULTS 7. SAMPLE POSTS
WWW.EAUPALMBEACH.COM
GENERAL INFORMATION
About The Company:
Eau Palm Beach Resort & Spa (formerly Ritz-Carlton) is an exclusive
Five-Diamond Luxury Resort located directly on the Atlantic Coast of
Florida.
Sitting on seven acres of oceanfront beach, the property boasts 309
elegant guestrooms and suites all with over-sized balconies or
terraces. The award winning Eau Spa is 42,000 sq.ft. of pure
indulgence. Other resort amenities include four distinct restaurants
and lounges, tennis courts, ocean cabanas and aquatic sports desk.
WWW.EAUPALMBEACH.COM
OBJECTIVES
As a developing brand, Eau Palm Beach Resort & Spa wanted to reach out to potential clientele in order to:
Establish strong brand presence on Social Media Channels;
Convey the brand’s vision and values and engage the online audience
Incentivize the existing fans and attract new ones to inspire visitation.
The company chose Facebook as the most cost effective delivery platform, utilizing the network’s huge popularity and advanced
advertising capabilities.
The main goal of the campaign was to reach out and engage potential clients
on social networks in order to increase brand awareness and brand loyalty.
WWW.EAUPALMBEACH.COM
TARGETING
The campaign targeted social media users – mainly male and female leisure travel consumers aged 34- 65 in the North East area and
in the state of Florida, including:
Existing Facebook fans and Twitter Followers;
Previous clients and website visitors;
Audiences targeted with promotional and sponsored posts.
WWW.EAUPALMBEACH.COM
KEY MESSAGE
The key to differentiating Eau Palm Beach Resort & Spa from other luxury properties is in conveying its vision of “New-Fashioned
Luxury” with a promise of an outstanding luxury experience with unscripted and intuitive service that is far surpassing industry
standards and customers’ expectations.
WWW.EAUPALMBEACH.COM
IMPLEMENTATION
The result was a highly targeted campaign with a series of branded online posts
designed to resonate with the audience’s lifestyle and expectations and guide users
from inspiration to visitation.
To meet the challenge and achieve the objectives a multistep approach has been developed that included the following stages:
Analyzing the company’s situation, establishing clear and well defined objectives, metrics and KPIs.
Developing online personas. Defining and segmenting the targeted audience.
Conducting the competitive analysis. Identifying and analyzing the best practices in the industry.
Developing a comprehensive communication strategy:
o The appropriate Social Media channels for posting the branded content (Facebook and Twitter);
o Posts’ types and themed content topics. Appropriate images and messages; Image formatting;
o Best times and dates for posting.
WWW.EAUPALMBEACH.COM
PERFORMANCE AND RESULTS
As the result of the campaign, Eau Palm Beach Resort & Spa’s Facebook page and Twitter account experienced a sharp increase in
the audience’s engagement with the posts.
Engagement (compared to the average):
Likes + 102,7 %
Comments: + 52,5 %
Shares: + 95 %
Engagement Rate (compared to the average): + 142,3 %