1 © 2013 Digital Marketing Works, LLC. All rights reserved. Confidential.

Actionable UGC Analytics

A Case Study Focusing On The Right Metrics in a Sea of Social Data

Presented by: Jack Feuer,

President, DMW @DigiMktgWorks

2 © 2013 Digital Marketing Works, LLC. All rights reserved. Confidential.

About DMW

• 11th year as boutique consultancy and performance media agency

• Insights & solutions that maximize profits through digital channels

• Exclusive digital advisor to Blackstone Real Estate Advisors

• Trusted third party that “sees forest through the trees”

• Proprietary methodologies, frameworks, best practices

• DNA is measurable results & accountability

• Focus on Travel & Hospitality

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Turning Disruption Into Opportunity

Channels & Services Devices & Platforms

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“Can Social Media Sell Soap?”

• Unlike other industries, hospitality has quantifiable data for Social and UGC: Guest Reviews

• Leverage Reviews to drive better customer experiences, higher demand and more profits

“In a server farm packed with social data, it’s hard to

know what to count.”

http://www.nytimes.com/2013/01/06/opinion/sunday/can-social-media-sell-soap.html

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Fact: Guest Reviews Affect RevPar

5

Correlation of 1% Improvement in Review Index to RevPar Index

Factors in hotel selection

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Standing Out from the Crowd: The London NYC Hotel

• 4-Star Hotel in Midtown NYC • No Brand Affiliation • No Rewards Program

• January 2011: “Review Optimization Program” • Improved online reputation KPIs • #1 for RevPar in 2012 • Awarded “Hotel of The Year 2012” by Revinate • Institutional Investor's “America’s Best Hotel in 2012”

7 © 2013 Digital Marketing Works, LLC. All rights reserved. Confidential.

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Metrics That Matter: Compset Index

• Performance of your hotel in the context of the competition

• Measure Quality and Quantity

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Increased Quantity of Reviews

• Our guests love us (great quality scores)

• Poor job in sharing the news (quantity scores)

• Developed strategies that improved scores for “Total Reviews”

• Improved scores from baseline of 55 to 114 by end of Q4 2012

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Improved Quality of Reviews

Better Overall Quality vs. Compset

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Improved TripAdvisor Popularity Index

Moved up from #51 to #37 in the extremely

competitive NYC market (434 hotels)

Occurred as a result of improving our Overall Rating,

Review Pace, and Total review scores

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First Place in RevPAR for 2012!

• Per Smith Travel, #1 in RevPAR (vs. compset) for 2012.

• Captured the #1 Annual position for the first time in the history of the hotel.

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How We Did It

The London NYC totally crushed it by… • Selecting meaningful metrics that define

success for online reputation • Deploying strategies to improve those

numbers • Increased demand for hotel with

improved social metrics • Drove ADR up into the demand curve

while increasing occupancy

This is the exact effect described by that recent Cornell study, BTW

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References

• Guest Review Optimization Drives Hotel Market Share – DMW Industry Analysis (blog.DigitalMarketingWorks.com) – http://goo.gl/Pp0TW

• Best Practices: Optimizing Online Reputation & Reviews – DMW Industry Analysis (blog.DigitalMarketingWorks.com) – http://goo.gl/ia4Ep

• “The Impact of Social Media on Lodging Performance” – By Chris K. Anderson, Ph.D. – The Center for Hospitality

Research at Cornell University – http://goo.gl/7ZI3o

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Thank You.

@DigiMktgWorks