Presentation: Brand-Owned Editorial: A Digital Presence Built on Story Presented by: Adam Wallace, Founder/CEO, Strategy Lead, Spherical Communications Media publications are no longer the owners of editorial content. This talk will explore examples in travel and hospitality of successful digital marketing that starts with a foundation of story based content and builds into influencer marketing, social media network development and increased brand visibility.

1. BRAND-OWNED EDITORIAL:
A DIGITAL PRESENCE BUILT ON STORY
ADAM J WALLACE
@ADWAL

2. INTRODUCTION
STARTING WITH OBJECTIVES
WHY BRAND OWNED EDITORIAL?
IT’S ABOUT PEOPLE
ROGER SMITH HOTEL
ROWNYC HOTEL
DEVELOPING THE STORY
REFINERY H O T E L
INDEPENDENT COLLECTION
CONNECTING STORY TO CUSTOMER
PAT ’ E PALO R E S TAURANT, DR
TAKE-AWAYS
@ADWAL

3. BUSINESS OBJECTIVES
MAKE MONEY
DRIVE DIRECT SALES
DRIVE TRAFFIC TO WEBSITE
INCREASE CONVERSIONS ON WEBSITE
BUILD BRAND, GENERATE DEMAND
INCREASE BRAND REPUTATION
INCREASE CUSTOMER LOYALTY
GENERATE LOW COST HIGH VALUE LEADS
DELIGHT CUSTOMERS
@ADWAL

4. CUSTOMER OBJECTIVES
@ADWAL

5. W H Y B R A N D - O W N E D E D I T O R I A L ?
A CROSS PLATFORM FOUNDATION
GOING BEYOND PRODUCT
PRODUCT DISCOVERY, SHARED MEDIA
BRINGING PEOPLE BACK TO WEBSITE
INTERACTION BEYOND POINT OF SALE
INCREASE LOYALTY
CONNECTING WITH SPECIFIC TARGETS
PRODUCT IN CONTEXT OF EXPIRIENCE
@ADWAL

6. IT’S ABOUT PEOPLE
@ADWAL

7. E X A M P L E : R O G E R S M I T H H O T E L
A PEOPLE-CENTRIC APPROACH TO DIGITAL
@ADWAL

8. EXAMPLE: ROWNYC BLOG
CONTENT TO ATTRACT NEW TARGETS
@ADWAL

9. DEVELOPING THE STORY
@ADWAL

10. E X A M P L E : R E F I N E RY H O T E L
INTEGRATED DIGITAL APPROACH
MOVING TO DYNAMIC ACTIVE CONTENT
OPPORTUNITY OF PHOTOGRAPHY
COMMUNITY AND CONTENT - INSTAGRAM
BEYOND PRODUCT, HOTEL AS LIFESTYLE
PRODUCT IN CONTEXT OF EXPIRIENCE
@ADWAL

11. EXAMPLE: INDEPENDENT COLLECTION
EXPIRIENCE BEYOND THE HOTEL, A NEIGHBORHOOD FOCUS
@ADWAL

12. The website was amazing! It had a blog type feel that made
me forget I was on a hotel website. Easy to navigate, help my
interest, great information about what was around D.C. for all
kinds of entertainment. Overall very positive experience.
Capitol Hill Hotel Customer – September 12, 2014
@ADWAL

13. CONNECTING STORY TO CUSTOMER
@ADWAL

14. EXAMPLE: PAT ’ E PALO RESTAURANT
BUILDING WORD OF MOUTH THROUGH NETWORK MAPPING
@ADWAL

15. TAKE-AWAYS
CONTENT STRATEGY IS CROSS PLATFORM
FINDING WAYS TO CONTECT PRODUCT TO
PEOPLE WITHOUT PUSHING PRODUCT
MOVING TO ACTIVE CONTENT
ATTENTION TO CUSTOMERS EXPIRIENCE
IT’S ABOUT PEOPLE
@ADWAL

16. @ADWAL
ADAM J WALLACE
ADAM@SPHERICALCOMMUNICATION.COM
@ADWAL