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The Evolution of Facebook Marketin We’ll begin shortly…

How to drive revenue from social media marketing

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Social media marketing driving business revenue, a webcast featuring an example from Club Carlson, the loyalty program for Radisson, Park Inn, Country Inn and Suites and Park Plaza

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Page 1: How to drive revenue from social media marketing

The Evolution of Facebook Marketing

We’ll begin shortly…

Page 2: How to drive revenue from social media marketing

#SocialRev

Jim TobinFounder, PresidentIgnite Social Media

@jtobin

Joshua GundersonManager, Campaigns and

CommunicationsCarlson Rezidor Hotel Group

Presenters

Anita RootDirector, Member

Communication and EngagementClub Carlson - Americas

Page 3: How to drive revenue from social media marketing

#SocialRev

Agenda

• Overview• Channel Strategies• Promotions• Learnings

Page 4: How to drive revenue from social media marketing

#SocialRev

Carlson Rezidor Hotel Group

Page 5: How to drive revenue from social media marketing

#SocialRev

Club Carlson

Page 6: How to drive revenue from social media marketing

#SocialRev

5 Priorities for Social Media

1. Create Brand Awareness2. Evolve Brand Perception3. Engage Customers Directly4. Foster Loyalty5. Generate Revenue

Page 7: How to drive revenue from social media marketing

Create Brand Awareness

PRIORITIES STRATEGIES KPIs

Evolve Brand Perception

Engage Customers Directly

Foster Loyalty

Drive Revenue

Drive Engagement via

Social Campaigns and Promotions

Bring Brand to Life with

Engaging Content for Target Market

Leverage Social Channels and

Industry Influencers

Revenue

Average Post Engagement Rate

Average Post Virality

Total Organic Impressions

Total Fans

Page 8: How to drive revenue from social media marketing

#SocialRev

Revenue Growth

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Revenue Growth

Carlson exceeded 2013 Social Media Revenue Projections in Q1

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Channel Strategies

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#SocialRev

Driving Engagement on Facebook

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Property Photos are more Successful

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Facebook Engagement Rates

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#SocialRev

Engagement and Content on Twitter

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“Retweet If…”

INCENTIVIZE

ENGAGE

HUMANIZE

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#SocialRev

Twitter Engagement Rates

Page 17: How to drive revenue from social media marketing

Promotions

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Triple Points Promotion

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#SocialRev

I’m A Fan

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#SocialRev

Results: Facebook Fan Growth

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Key Learnings & Insights

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#SocialRev

Cross-Pollination Drives Revenue

Customer Database

Email Marketing

Other Carlson Social Properties

Club Carlson Social

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Measurement Requires Discipline

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#SocialRev

A Hybrid Content Mix Works For Us

ENGAGEMENT TYPE

CONTENTTOPIC

• Like/Retweet This• Fill-in-the-blank• Question• Announcement• Trivia

• Hotel Spotlight• Deals• Packages• Loyalty Spotlight• Destination Spotlight

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#SocialRev

Engagement or Revenue?

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#SocialRev

Community Growth = Revenue Growth

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Questions?#SocialRev

Page 28: How to drive revenue from social media marketing

Thank you.

Want to learn how to measure your Social ROI?

Download:

Six Ways to Measure Social ROI

bit.ly/MeasureSocialROI