This document discusses inbound marketing and social media strategy. It outlines the differences between traditional outbound marketing and newer inbound approaches. Several steps for developing an effective social media strategy are then presented, including identifying audiences, developing platforms, integrating campaigns, creating and coordinating content, setting goals, generating audiences through engagement, listening to social conversations, building community, providing customer service, and referencing other hospitality brands' approaches. The document advocates for implementing these social media strategy steps to increase online visibility, drive traffic and bookings for hotels.

1. Inbound Marketing 101
Digital Marketing Strategy
In the Internet Age
Laura Levy Shatkin
Chief Strategist
Twitter @theWineMagnet
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2. Outbound Marketing
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3. Blockers
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4. Traditional vs New
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SMO
• Trade shows • RSS
• Direct mail • Blogging
• Print ads • Social Media
• TV/radio ads • Free tools/trials
• Email blasts • Public Relations
Interruption Permission
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5. Where’s Everyone?
 285 million watched TV monthly
*Nielsen A2/M2 Three Screen Report
 48.4 million daily newspaper circulation
*Audit Bureau of Circulations & Pew
 14 billion core searches monthly
*comScore Media Metrix
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6. Blog Social Media SEO
Source: Hubspot.com
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7. Video Validation
Impact of Social
Media is Akin to a
Revolution in
Communications
Watch the
Story of Social Media
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8. Big PICTURE
Social Media Tools are the “Tactics”of
You Social Media Strategy
This looks a lot like a Marketing Plan and it should!
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9. Key: Getting Found Online
Use social media as part of Inbound
Marketing specifically to:
• Create
• Optimize
• Promote
Next-Leverage Attention into Revenue:
Convert, Analyze & Track
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10. Create Optimize Promote
create content, listen, participate. share
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11. ObamaNomics Online
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12. Hospitality Industry 2010
Resolutions/ Projections
 1 Online Channel ONLY growth channel for 2010
 2 At least 10% of marketing budget should go to SM
 3 Adopt Multi-Channel marketing, with SM as the hub
 4 Make Direct Online booking channel key focus
 5 Make hotel website more Web 2.0 friendly
 6 Take full advantage of all aspects of social marketing,
assuring you have the time and personal to maintain
RESULTS: increase traffic to site, good for SEO, fosters “friend”
referrals, increases hotel bookings…measureable
 7 Invest in online Video
 8 Be more present and active
in real-time marketing
Social Media Plays Key Role in ALL! Source: Hospitality eBusiness.com
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13. Enough of the WHAT & WHY
Let’s Get to the HOW
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15. Without A Social Media Strategy
Even Best Brands Fail..Why?
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16. Social Media Strategy Steps
1. Identify Audience
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17. 2. Platform Development & Design
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18. 3. Brand Campaign Integration
SM
Strategy
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19. 4. Content Creation & Coordination
Keep your social media program as tight,
consistent and as highly controlled as
possible
Identify you consumer personas
Maintain consistent Brand Identity
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20. 5. Goal Mapping
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21. 6. Audience Generation
-A result of attentiveness & dialogue with
-Or through creativity like Queensland…
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22.  Over 200,000 views in first 24hrs
 Over 1 million visits to site in 30hrs
 Over 30,000 video applicants submited
 Over 1100 TV placements about contest
 "This is one of the most ground-breaking tourism campaigns
ever undertaken and while we knew it would be big, the global
response in the first 24 hours has outstripped even our
expectations," Tourism Minister Desley Boyle said.
ROI over year-- 34% more US bookings to
area Link to Video
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23. 7. Social Media Listening
TripAdvisor Anyone?
Other listening tools?
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24. Best Place to Listen in Hotel Industry
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25. FREE !
Valuable Data and Metric FREE
Get More Buzz:
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27. 8. Community & Social Responsibility
“People Want to Align themselves with a Brand
that shares their Values Today”
ChanelVMedia, 2009
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28. 9. Community Engagement and
Response-- Lots of Followers!
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29. 10. Customer Service
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30. A Few Hospitality Firms…
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31. Criteria for New Marketers
Digital Citizens
Analytic Chops
Web Reach
Content Creators
Source: Hiring in the DARC Ages. Halligan and Shah, HubSpot Bin 36 Wine Tasting Video
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32. PALMER HOUSE
SOCIAL MEDIA PROJECT
•Create a strategy
with these steps
•Develop best
practices for each
•Reference best
sources, sites, resources
•Craft specific
steps Palmer House can take
to implement a solid
Social Media Strategy
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33. END
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