Balch Hotel Digital Roadmap
Published on Nov 22, 2015
No Description
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Historic balch hotel
digital marketing roadmap
Historic Balch Hotel
Digital Marketing Roadmap
Lisa Williams
Sustainable Digital Marketing.com
http://www.sustainabledigitalmarketing.com
541.903.1350
@SEOPollyAnna
Digital Marketing Roadmap
Lisa Williams
Sustainable Digital Marketing.com
http://www.sustainabledigitalmarketing.com
541.903.1350
@SEOPollyAnna
digital marketing roadmap
- Problems
- Goals
- Strategies & Tactics
- Next Steps
This Digital Roadmap will:
Help define any industry problems Balch Hotel is facing
Outline business goals
Define strategies for achieving those goals
Outline tactics that ladder to those strategies and achieve overarching goals
Link to documentation (articles, recommendation docs, editorial calendar, contest guidelines, hashtag strategy, etc) that support the Digital Roadmap
Help define any industry problems Balch Hotel is facing
Outline business goals
Define strategies for achieving those goals
Outline tactics that ladder to those strategies and achieve overarching goals
Link to documentation (articles, recommendation docs, editorial calendar, contest guidelines, hashtag strategy, etc) that support the Digital Roadmap
problems
hotelier marketing trends & issues
Defining small hotelier marketing trends & issues
from desktop to mobile
acceleration
There has been a big consumer push to leverage mobile rather than desktop to research and book hotels.
We are partnering with Odysys as beta users to accomplish the goal of being mobile-friendly and mobile-first.
Our most current data shows desktop at 69%+ and mobile & tablet at 29%+ with the expectation for growth in mobile.
We are partnering with Odysys as beta users to accomplish the goal of being mobile-friendly and mobile-first.
Our most current data shows desktop at 69%+ and mobile & tablet at 29%+ with the expectation for growth in mobile.
Photo by Robert S. Donovan
Need Mobile-First Platform
Thank you Odysys for great support during our pre-launch, launch and subsequent support.
need for digital integration
digital marketing siloed & time consuming
As a small hotelier, your job is about customer service. Aligning on a digital marketing roadmap helps staff and systems they use to be integrated so it takes less time, requires less preparation, is easily shared among hotel staff and achieves goal of more bookings for rooms, weddings and retreats.
Photo by mkhmarketing
Lots of Systems Make Integrated Digital Marketing Difficult
Follow 12-month Digital Roadmap & Leverage Odysys
Access to multiple social platforms, CMS and booking systems isn't efficient.
Combination of leveraging Odysys platform full capabilities and a 12-month digital roadmap creates efficiencies and ultimately a better customer journey.
Combination of leveraging Odysys platform full capabilities and a 12-month digital roadmap creates efficiencies and ultimately a better customer journey.
goals
- Weddings & Retreats – Increase ranking for wedding searches & bookings
- Hotel Stays – Increase visibility & occupancy
- PR: Get into magazine and online news: Oregon 1859, Sunset, etc. –
Initial contract goals:
Weddings & Retreats – Increase ranking for wedding searches & bookings
Hotel Stays – Increase visibility and occupancy
PR: Get into magazine and online news: Oregon 1859, Sunset, etc.
Weddings & Retreats – Increase ranking for wedding searches & bookings
Hotel Stays – Increase visibility and occupancy
PR: Get into magazine and online news: Oregon 1859, Sunset, etc.
strategies & Tactics
focus on content/search/social
When it comes to Digital Marketing there are so many things we can do, it's important to define what we should do that gives us the most value for our efforts.
Balch Hotel Digital Roadmap will focus on:
1) Content
2) Search
3) Social
Balch Hotel Digital Roadmap will focus on:
1) Content
2) Search
3) Social
Plan the Work &
Work the Plan
Plan the Work & Work the Plan!!
Deliverables List:
Roadmap Deck
Content Pillar/Articles "Unplug & Connect"
Editorial Calendar
Social Conversation Calendar
Influencer Identification & Outreach
Optimization Checklist
Measurement
Deliverables List:
Roadmap Deck
Content Pillar/Articles "Unplug & Connect"
Editorial Calendar
Social Conversation Calendar
Influencer Identification & Outreach
Optimization Checklist
Measurement
FRAMEWORK
Plan
Audience
Story
Channel
Conversation
Process
Measurement
Content Framework
Plan
Digital roadmap & associated deliverables
Audience
Rooms-Couples
Weddings
Retreats
Ability to further break down affinities & target to those individuals. Recommend CRM plan.
Story
Unplug & Connect
-Article
-8-part series
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
Channel
Search
-Engines
-YouTube
Social
Unplug & Connect
-Facebook
-Twitter
-Instagram
Conversation
-Social Conversation Calendar
-Contest
-Hashtag Strategy
-Reviews (already do this beautifully)
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Process
Identify all deliverables
-Keywords/Category
-Optimization Checklists
https://docs.google.com/document/d/18tTlw9Ep0WynqBwRn9rdAQbWAelibWLV3IQ9bFB...
Editorial Calendar
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Measurement
-Organic & Referral reach
-Increases in hotel stays, wedding & retreat bookings
-Social sharing
-PR
-Ultimately increases in hotel stays & weddings
Plan
Digital roadmap & associated deliverables
Audience
Rooms-Couples
Weddings
Retreats
Ability to further break down affinities & target to those individuals. Recommend CRM plan.
Story
Unplug & Connect
-Article
-8-part series
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
Channel
Search
-Engines
-YouTube
Social
Unplug & Connect
Conversation
-Social Conversation Calendar
-Contest
-Hashtag Strategy
-Reviews (already do this beautifully)
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Process
Identify all deliverables
-Keywords/Category
-Optimization Checklists
https://docs.google.com/document/d/18tTlw9Ep0WynqBwRn9rdAQbWAelibWLV3IQ9bFB...
Editorial Calendar
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Measurement
-Organic & Referral reach
-Increases in hotel stays, wedding & retreat bookings
-Social sharing
-PR
-Ultimately increases in hotel stays & weddings
content
- Single content pillar that helps inform 12-month editorial calendar
- Create content that is read, shared and linked to creating authority & engagement
- Content strategy first, channel second
Why it's important to seed content on our own site:
Owned/Earned Spoke & Hub Model:
Content that originates on the property you own adds more value for organic search. Sharing on earned/social properties increases sharing and engagement.
Why it's important to document our strategy. Those who document strategy:
-Feel significantly less challenged with every aspect of content marketing
-Generally consider themselves more effective in their use of all content marketing tactics and social media channels
-Were able to justify spending a higher percentage of their marketing budget on content marketing
-Were more likely to follow through and measure their efforts
Owned/Earned Spoke & Hub Model:
Content that originates on the property you own adds more value for organic search. Sharing on earned/social properties increases sharing and engagement.
Why it's important to document our strategy. Those who document strategy:
-Feel significantly less challenged with every aspect of content marketing
-Generally consider themselves more effective in their use of all content marketing tactics and social media channels
-Were able to justify spending a higher percentage of their marketing budget on content marketing
-Were more likely to follow through and measure their efforts
CONTENT ASSETS
re-inforce our story. Less content, more purpose.
Createsd the following assets from our Content Pillar which consistently informs the customer journey:
-1 Article (Content Pillar)
-8 Blog Posts
-50 Social Posts (incorporate Hashtag Strategy)
-1 Contest
-Potential PR
Recs for other content assets:
-1 Slideshare Deck
-1 Video
-1 Article (Content Pillar)
-8 Blog Posts
-50 Social Posts (incorporate Hashtag Strategy)
-1 Contest
-Potential PR
Recs for other content assets:
-1 Slideshare Deck
-1 Video
CONTENT PILLAR
Drive process of one large, thoughtful, inclusive deliverable to be broken down into multiple content deliverables and stories.
Content pillar, also called an anchor piece.
"Unplug & Connect"
Google Doc:
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
"Unplug & Connect"
Google Doc:
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
search
- Search-inform our content
- Optimize all content assets
- Know category & keywords we care about
-Keyword & topic list
-Optimization checklist
-Optimization checklist
SEO
Content assets optimized for relevance & authority .
SEO
Search
Experience
Optimization
Want search engines and other platforms for search, including social platforms and video platforms, to be optimized to provide relevance and authority.
Get SEO into the DNA of Balch Hotel;)
-Use optimization checklist
when creating content, even social posts
-Use relevant links to share content
-Use relevant hashtags to assist discoverability of content
Search
Experience
Optimization
Want search engines and other platforms for search, including social platforms and video platforms, to be optimized to provide relevance and authority.
Get SEO into the DNA of Balch Hotel;)
-Use optimization checklist
when creating content, even social posts
-Use relevant links to share content
-Use relevant hashtags to assist discoverability of content
Photo by { circle }.. (॓.॔)ﾉﾞ
social
- Utilize Odysys social dashboard to schedule & track post performance
- Assign resource to community management
- Optimize Content
- Measure what's working
Remember that the Editorial & Social Conversation Calendars aren't meant to substitute for community engagement but to help kickstart conversations and supply a foundation for communication. Community managers will know their audience best and nothing can replace that audience and relationship building.
How to Rock Hashtags (and Why You Should)
http://www.searchenginejournal.com/rock-hashtags/129058/
How to Rock Hashtags (and Why You Should)
http://www.searchenginejournal.com/rock-hashtags/129058/
SOCIAL
Leverage community manager & Odysys social dashboard.
Provided Social Conversation Calendar Deliverable, define community manager.
Schedule posts in Odysys Social Media Dashboard.
Schedule posts in Odysys Social Media Dashboard.
next steps: crm
- Get our CRM data organized
- Define affinities
- Create annual calendar
- Measure email & newsletter outreach
September
Booking Engine
Affinities
Suggested Deliverable:
Annual Newsletter Calendar & Affinities Rules
Booking Engine
Affinities
Suggested Deliverable:
Annual Newsletter Calendar & Affinities Rules
ORGANIZE DATA Combining in-house knowledge & Odysys platform.
CRM & Booking Engine
Currently newsletters with affinities.
Currently newsletters with affinities.
REVIEW DELIVERABLES
- Content Pillar/Articles "Unplug & Connect"
- Editorial Calendar
- Social Conversation Calendar/Hashtag Strategy
- Influencer Identification & Outreach Sample
- Optimization Checklists
- Measurement
Deliverables List:
Digital Roadmap Deck
https://www.haikudeck.com/balch-hotel-digital-roadmap-business-presentation...
Content Pillar/Articles "Unplug & Connect"
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
Editorial Calendar
Social Conversation Calendar
Influencer Identification & Outreach
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Optimization Checklists
https://docs.google.com/document/d/18tTlw9Ep0WynqBwRn9rdAQbWAelibWLV3IQ9bFB...
Digital Roadmap Deck
https://www.haikudeck.com/balch-hotel-digital-roadmap-business-presentation...
Content Pillar/Articles "Unplug & Connect"
https://docs.google.com/document/d/1wsFDaWJ3vKs65mXRDTskpM0PkB3J8NY7cQfVcjT...
Editorial Calendar
Social Conversation Calendar
Influencer Identification & Outreach
https://docs.google.com/spreadsheets/d/16NjvL3SjY4VB2I5x37NUJeavWZxWPeCjO7g...
Optimization Checklists
https://docs.google.com/document/d/18tTlw9Ep0WynqBwRn9rdAQbWAelibWLV3IQ9bFB...
Questions & Feedback
Questions about deliverables, recs to article, etc.
Lisa Williams
Sustainable Digital Marketing.com
http://www.sustainabledigitalmarketing.com
541.903.1350
@SEOPollyAnna
Lisa Williams
Sustainable Digital Marketing.com
http://www.sustainabledigitalmarketing.com
541.903.1350
@SEOPollyAnna
Photo by dcosand
