I was asked to make a keynote presentation to Oregon Restaurant and Lodging Association to lay out a scenario where marketers need to stop spreading themselves so thin and go deep in a few core marketing channels. Instead of providing wonky, detailed charts of testing frameworks and overwhelming data, this is a visual presentation that compares the digital marketing landscape to NATURE and how different species have different strategies to survive, adapt, and thrive.
As marketers, we are overwhelmed. We're constantly feeling like we should be doing more even though we are already stretched so thin. First, it was maintaining a great website, making sure it was search engine optimized, then it was building out an email marketing program, a PPC program, then Facebook and Twitter came along and we dove in, now there are dozens of new marketing channels that are being added to our marketing mix at a dizzying pace - Foursquare, Pinterest, Instagram, TripAdvisor, Yelp, LinkedIn, optimizing for mobile, and the list goes on and on.
As marketers, we need to start with our primary goal and, at every step, make sure our marketing activities map back to helping us achieve that goal. Ask "why?" at every turn. Often, so many of us are doing something new just to do it instead of being strategic about our efforts.
Digital Marketing Nurture Strategy on Nature's Terms: Restaurants + Hotels
1. NURTURE STRATEGY
ON NATURE‟S TERMS
Taking A Page From The Science Books
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
2. MEET eROI
We‟re a Digital Marketing Agency that FOUNDED IN 2002
mixes creativity + strategic thinking 19 EMPLOYEES
with an emphasis on customer insight LOCATED IN PORTLAND, OREGON
and data-driven optimization—or what
we call Creative Performance. FIND US
eROI.com
3. The digital landscape is
burgeoning ahead, expanding at
ever-dizzying rates.
With so many mouths to feed, how
can you keep up?
Businesses need a framework for survival…
8. MEGA-BREEDERS NURTURERS
WHICH ONE ARE YOU?
THROW IT AT THE WALL & HAVE A GAME PLAN
SEE WHAT STICKS
9. MOST ARE A MIX
THESE ARE LONGEVITY-PRONE MEGA-BREEDERS
10. MARKETING MIX
Website/Blog Periodic
Campaigns
Email Marketing
SEO/SEM
Mobile Codes
Mainstream Social Media
Other Social Media
Brand Online Display
?????
ONGOING PROGRAMS CAMPAIGNS & EMERGING
25. BALTIMORE SUN
DIGITAL AUDIT & STRATEGY
Brand Consistency Email Communications
Content Quality Social Strategy
Insider Site Experience Paid Search Continuation
Insider Membership Display Ad Optimization or
Promotion Discontinuation
AND IDENTIFIED AREAS OF OPPORTUNITY
26. BALTIMORE SUN
DIGITAL AUDIT & STRATEGY
Brand Consistency Email Communications
WHY?
Content Quality
Insider Site Experience
Depth of audience knowledge
Social Strategy
not reflected in outreach
Paid Search Continuation
Budget, time & resources
Insider Membership were under-allocated
Display Ad Optimization or
Promotion Discontinuation
AND IDENTIFIED AREAS OF OPPORTUNITY
27. BALTIMORE SUN
DIGITAL AUDIT & STRATEGY
Increase Digital Subscriptions & Sun Insider Memberships
1 2 Brand Alignment
3 multi-channel 1-3 mo.
campaigns around key 3-6 mo. Registration Process
events in Q3 & Q4 6-12 mo. Improvement
Email Overhaul
Social Media Strategy
THEN MAPPED OUT A PRIORITIZED PLAN
29. RESTAURANT DISCOVERY
Series 1
1.7% FOOD NETWORK SHOW
4.4% GOOGLE SEARCH
5.2%
RESTAURANT WEBSITE
7.6%
NEWSPAPER CRITIC
9.4%
FOOD BLOGGERS
22.8%
CONSUMER REVIEW SITES
(YELP, ZAGAT, URBANSPOON…)
RECOMMENDATIONS FROM
FRIENDS, FAMILY & CO-WORKERS
30. DISCOVERY VALIDATION
Series 1
3 16.5% GOOGLE SEARCH
16.4%
80%
DO ADDITIONAL
2
FOOD BLOGGERS RESEARCH AFTER
RECEIVING A
RECOMMENDATION
25.2
OTHER FRIENDS
27%
1 RESTAURANT WEBSITE
27.7%
CONSUMER REVIEW SITES
(YELP, ZAGAT, URBANSPOON…)
31. RESTAURANT TRIAL & SHARING
AND DON‟T
FORGET…
THEY‟RE
CHECKING
IN
WOULD GIVE A
RECOMMENDATION
IF ASKED
32. MAPPING TO THE CUSTOMER
• SOCIAL MEDIA
• REFERRAL PROGRAM
• REVIEW SITE PROFILES & REPLIES
• SEARCH ENGINE PROFILES
AWARENESS
• INFLUENCER PROGRAM
• REVIEW SITE PROFILES & REPLIES
• YOUR WEBSITE/BLOG CONSIDERATION
• BLOGGER OUTREACH
• FOOD/SERVICE/AMBIENCE
• CHECK-IN REWARDS CONVERSION
• RECOMMENDATION/REFFERAL REQUEST
• EMAIL SIGN-UPS
• FOOD/SERVICE/AMBIENCE
• CHECK-IN REWARDS LOYALTY
• REFFERAL PROGRAM
• EMAIL COMMUNICATION
• LOYALTY PROGRAM
ADVOCACY
33. RESTAURANT INDUSTRY SCORECARD
1-3 LOCATIONS 4+ LOCATIONS
MANY DON‟T HAVE WEBSITES MORE SOPHISTICATED SITES
WEBSITE
(50% ARE MOBILE-OPTIMIZED)
UNDER-UTILIZATION OF ONLINE
ORDERING, RESERVATIONS &
GIFT CARD PURCHASE
DOING FAIRLY WELL ON
SOCIAL
FACEBOOK
BETTER AT LEVERAGING
LOCALIZED SOCIAL
(YELP, FOURSQUARE, TWIITER)
EVEN LESS UTILIZATION OF ONLINE
ORDERING, RESERVATIONS &
GIFT CARD PURCHASE
34. HOULIHAN‟S HAS A HANDLE ON IT W/ 1 PERSON TEAM
200K SUBSCRIBERS HQ
JAN „08 JAN „09 MAR „09 MAY „09 ??
BIRTHDAY SURVEYED EMAIL LAUNCHED LAUNCHED “FOODY CALL” SLIGHTLY
SPECIALS LIST @HOULIHANS HOULIHANS PG. SMS SPECIALS FRAGMENTED
PROGRAM (BOARDS), BUT
BEHIND THE FOLLOWERS: FANS: ON RIGHT PATH
SCENES ACCESS CREATED INVITE- 3,269 45,146 RUN BY
ONLY SOCIAL LOCATION MGRS 17 BOARDS
NETWORK OF RESPONSIVE MODERATE 366 FOLLOWERS
INFLUENCERS & ENGAGEMENT 30K
ADVOCATES SUBSCRIBERS
(2010)
10K MEMBERS
(2010)
35. HOTEL LANDSCAPE
2012 TRENDS IMPACTING HOTEL MARKETING
2012 MARKETING BUDGET ALLOCATIONS
A FRAMEWORK FOR 2013 PLANNING
35
36. 2012 TRENDS IMPACTING HOTEL MARKETING
SOCIAL MEDIA REVIEWS/CHATTER MOBILE
FACEBOOK CONTENT FILTERING VERIFIED REVIEW FRAMEWORKS MOBILE PHOTO SHARING
SOCIAL PRIORITIZATION SHORT-FORM & MOBILE-BASED INCREASING BLUR
IN SEARCH REVIEWS INCREASED BETWEEN ONLINE &
NICHE SOCIAL SEMANTIC TECHNOLOGIES MADE OFFLINE
(PINTEREST, INSTAGRAM) FOR SMARTER SENTIMENT
ANALYSIS LOCATION-BASED
GUEST-SOURCING SERVICES EXPANDED
BUSINESS VALUE
COMPANY-WIDE SOCIAL MEDIA OFFERINGS
STRATEGY & PARTICIPATION
37. HOTEL INDUSTRY 2012 DIGITAL MARKETING TRENDS
BUDGET ALLOCATION BUDGET ALLOCATION
(CORE 5 INITIATIVES) (“HOT”/TRENDING)
Online Display
(Banner Ads)
Online Video
12% Website redesign/design 18% Mobile Marketing
26% 23%
Email
Marketing
19% Retargeting/Remarketing
18% Local Search/
SEO Linking
SEM
22% Social Media
21%
(Paid Search)
21% 20%
38. HOTEL INDUSTRY 2013 DIGITAL MARKETING BUDGET
Sales
BIZ-NEEDS DRIVEN CORE INITIATIVES
CAMPAIGNS
25% SEM
15% MULTI-CHANNEL BIZ-NEED 8% SEO
INITIATIVES TO TACKLE CAMPAIGNS
CONCRETE BIZ NEEDS 5% SHOW PRICES CPC
15% PROGRAM/TRIPADVISOR
5% MOBILE WEBSITE &
MARKETING
CAPITAL GAINS,
CONSULTING & OP.S
4% REMARKETING &
CORE INITIATIVES RETARGETING
CAPITAL
15% WESITE REDESIGN & GAINS/CONSULTING
58% 3% SOCIAL/LOCAL/MOBILE
CMS TECHNOLOGY 27% 2% TABLET WEBSITE
UPGRADE
2% EMAIL MARKETING
8% CONSULTING &
CAMPAIGN MGMT. 2% ONLINE VIDEO
2% WEB ANALYTICS & 2% REPUTATION MGMT.
CAMPAIGN TRACKING
2% WEBSITE OPERATIONS
The Smart Hotelier‟s Guide to 2013 Digital Marketing Budget Planning
http://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.html
39. SOCIAL SAVVY
HOTEL MAX & ANVIL MEDIA
+ +
GOAL: SOLVE: RESULTS:
INCREASE SALES & BRAND TWEET-UP (COCKTAILS, 80 TWEET-UP ATTENDEES (GUESTS)
AWARENESS WITH NO ADDITIONAL APPETIZERS & TOURS) 4,000 RE-TWEETS
BUDGET 36% LIFT IN FOLLOWERS
15% TWITTER DISCOUNT 37% INCREASE IN TWITTER-BORN REVENUE
(2% OF MO. BOOKINGS & GROWING)
40. SOCIAL SAVVY
RITZ-CARLTON ON FOURSQUARE
+
GOAL: SOLVE: RESULTS:
CONNECT WITH POTENTIAL EXTEND CONCIERGE SERVICE TO 6,229 FOURSQUARE FOLLOWERS
CUSTOMERS IN AN INCREASINGLY PUBLIC VIA FOURSQUARE
MOBILE WORLD HUGE SPIKE IN TIPS MARKED “DONE”
41. INTERNALIZING REPUTATION
CITIZEN M MAKES IT COUNT
+ +++
GOAL: SOLVE: RESULTS:
DRIVE POSITIVE GUEST REVIEWS ESTABLISH AN OPERATIONAL RAPID PRODUCT/EXPERIENCE IMPROVEMENT
PROGRAM INCLUDING
PROCESSES FOR HIGH REVIEW SITE RANKINGS
INCORPORATING FEEDBACK,
FEEDBACK COLLECTION TOOLS
& EMPLOYEE SUPPORT DRAMATIC SOCIAL FOLLOWING INCREASE
43. THANK YOU
LET‟S HAVE A CONVERSATION.
RYAN BUCHANAN
CEO
ryan@eroi.com
@ryanbuch
eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
Eventually, if these baby birds are unable to perform essential survival skills, they will cease to exist.Photo source: http://welkinweir.org/images/fauna2.jpg
You could apply similar logic to your marketing mix – if one of the channels isn’t performing, should it continue to exist in your mix?Icons source:http://blogs-images.forbes.com/benkerschberg/files/2011/09/Social-Media-Icons.pnghttp://www.marmalademoon.com/wp/wp-content/uploads/social-media-icons-preview.jpghttp://wisecapture.com/photos/?p=4001http://www.nativetelecom.org/i_need_mobile_site_right_now_tech_tuesdayhttp://pngfiles.com/free/search-icon/
In nature, different species select different survival strategies in response to their environment. There are two approaches to sustaining a species… Mega-breeders: (r-selected)In unstable or unpredictable environments, r-selection predominates as the ability to reproduce quickly is crucial. There is little advantage in adaptations that permit successful competition with other organisms, because the environment is likely to change again. Traits: many offspring, little to no parental involvement, short lifespan, reproduce early in life, mature quicklyNurturers: (k-selected)In stable or predictable environments, K-selection predominates as the ability to compete successfully for limited resources is crucial and populations of K-selected organisms typically are very constant and close to the maximum that the environment can bear. Traits: offspring limited to what they can reasonably nurture, heavy parental involvement, long(er) lifespan, reproduce later in life (grow first = stronger offspring), mature over timePhoto source: Spiders – http://www.flickr.com/photos/taylar/5777792881/sizes/l/in/photostream/ (some rights reserved; license via Getty)Elephants – http://nextwd.com/wp-content/uploads/2012/02/179.jpg
When applied to marketing, mega-breeders could be seen as those who try to do everything and be everywhere as a reaction to the rapidly changing digital landscape, but do not give each each channel/effort the proper support. Unlike in nature, marketing efforts cannot survive on their own without support. Nurturers, on the other hand, might be compared to those who methodically perfect their efforts through careful planning and a healthy amount of support – perhaps at the peril of being too slow to try new things in what they perceive to be an unstable digital environment.Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngNoodle – http://www.victorialabalme.com/blog/Victoria%20Labalme%20-%20noodles%20on%20a%20wall.jpeg
(only change is “which are you?”; will make into transition on last slide for final pres.)Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngNoodle – http://www.victorialabalme.com/blog/Victoria%20Labalme%20-%20noodles%20on%20a%20wall.jpeg
While some species fall strictly under mega-breeder or nurturer, the majority are a combination of both. For instance, trees and sea turtles both have long lifespans, but produce large numbers of unnurtured offspring. Most marketers likely exhibit some combination of mega-breeder and nurturer marketer traits as well. Note on flow following this slide: campaign vs. programPhoto source: Trees – http://www.extension.umn.edu/gardeninfo/weedid/images/woody/Cbuckthorn1_600px.jpg (common buckthorn)Sea Turtle – http://www.animalhdwalls.com/sea-turtle-852/
For marketing, the pieces of the mix that tend toward the nurturer approach are ongoing over the course of the year. On the mega-breeder side, you have things such as periodic campaigns that amplify your reach that are manageable as they are short-term. On the other hand, you also have a proliferation of social media sites and emerging technologies, like mobile codes, making you feel like you need to be present everywhere, but as we discussed earlier…the birth it and set it free mega-breeder strategy doesn’t work in marketing. After all, keeping up with what you’ve already got can be overwhelming enough.Photo source: Game Plan – http://www.friendsaskingamy.com/wp-content/uploads/2010/11/game_plan.pngAmp – http://www.pulseonline.com/marshall/bigMB30.jpgScales – http://www.jesus-is-savior.com/Basics/scales_of_justice.jpg
(placeholder layout; icons leftover from another pres.)
This lizard has to carefully allocate it’s time in order to survive. For instance, it needs to gain strength to forage and hunt. It does so by sitting on a sunny rock, gathering warmth, which provides it with the necessary energy to find nourishment. However, how much time it spends gathering strength must be weighed against the danger rock exposure time presents. Photo source: http://www.123rf.com/photo_9534696_lizard-basking-on-a-rock.html
Could set up next slide by asking “How do you determine the proper allocation for YOUR business?”
(change ROI chart to drop “N/A” and/or create time/budget comparison chart / update time chart title and make descending order)Note: there is no gap. Time/Budget/ROI all align. We recently surveyed our network to see how they were doing on balancing THEIR “survival economics.” Seems our 126 survey respondents’ time and budget allocations are well-aligned with what’s performing for them. Are yours?
(change ROI chart to drop “N/A” and/or create time/budget comparison chart / update time chart title and make descending order)Note: there is no gap. Time/Budget/ROI all align. We recently surveyed our network to see how they were doing on balancing THEIR “survival economics.” Seems our 126 survey respondents’ time and budget allocations are well-aligned with what’s performing for them. Are yours?
Seems like a no brainer that you have to set specific goals in order to truly determine what’s performing for you. You’d be surprised how vague businesses still can be about their marketing goals.Photo source:http://photocompetition.hispeed.ch/original/474984/bull_s_eye/_dart___bulls_eye___scharfeverlauf__.jpg
(placeholder layout; icons leftover from another pres.)(need to emphasize that audience knowledge drives everything else; people always say they know this, but don’t put it into practice)Audience Knowledge – Are your efforts truly aligned to your audience? Are decisions based on vague demographic info and assumptions or direct feedback and observational insight?Budget – have you allocated enough and in the right places?Time & Resources – are enough time and people dedicated to making your efforts successful?Quality – Is the quality of your branding, messaging, offers, content, design, timing, etc. at the level it needs to be?Reach – Are you connecting with the right people and enough of them?
(placeholder image)
Adaptation is key to survival – both in nature AND in marketing – without it, extinction looms around the corner. But not every adaption is major and different adaptations happen over different periods of time. Relocation – monarch butterflies, along w/ many flying species of birds and insects, have developed migration patterns to find ideal climates throughout the yearPeacock – developed extremely showy feathers which is considered risky on many levels, but works well for the survival of the species via reproduction (what works for others may not work for you & vice versa)Dodo Bird – had no predators, so had no instinct to avoid humans when confronted with themPhoto sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
When put into marketing terms – do you need to reallocate funds/effort, adjust and improve your current mix and/or drop some elements altogether? From there you can exact a strategic and sustainable plan for the future.Photo sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
When put into marketing terms – do you need to reallocate funds/effort, adjust and improve your current mix and/or drop some elements altogether? From there you can exact a strategic and sustainable plan for the future.Photo sources:Monarch buttlerflies – http://ww.monarchlab.org/Lab/Research/Topics/Migration/images/flying_butterflies.jpePeacock – Dodo bird – http://www.greencupboards.com/blog/wp-content/uploads/2011/08/dodo.jpeg
Consumer/Diner survey: http://www.angelsmith.net/blog/groundbreaking-survey-reveals-how-diners-choose-restaurants/comment-page-1/#comment-25Photo source: http://us.123rf.com/400wm/400/400/123rf/cub003/cub003332/206465-young-women-sitting-on-outdoor-bench-talking.jpg NOTE: might try combining this and next slide into one slide with a comparison bar chart
Consumer/Diner survey: http://www.angelsmith.net/blog/groundbreaking-survey-reveals-how-diners-choose-restaurants/comment-page-1/#comment-25Photo source: http://www.brittany-ferries.co.uk/media/14854/people-in-the-restaurant-on-cap-finistre/lightbox/people-in-restaurant-on-cap-finistere_base1.jpg4SQ image source: http://www.comanescu.ro/wp-content/uploads/2010/07/foursquare_iphone.jpgNOTE: pink boxes will layer on 1 by 1, possibly slide inThe most important step in the customer journey is the actual DINING EXPERIENCE – FOOD/SERVICE/AMBIENCE. Examine customer behavior during all stages of the dining experience to uncover ways to impact the rest of the marketing funnel.
(there is overlap; some channels/initiatives serve multiple purchase phases)
Restaurant Sciences’ 2012 Restaurant Internet Marketing Study (Executive Summary): http://restaurantsciences.com/products-services/research-center/
They evaluate new channels based on time and effort. Decided against YouTube given time commitment.This rollout may have even been too aggressive to truly evaluate the sustainability. FOODY CALL:11 of the Houlihan's stores had a surplus of lobster tails. Out went a text message alerting members of the Foody Call Club to get a free lobster tail with the purchase of an entree. Within a couple of hours, nearly all of the participating restaurants sold out of lobster tails.
Source:The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.htmlNOTE: Also helpful to read this article(slide needs minor visual treatment tweaks)
Source:The Smart Hotelier’s Guide to 2013 Digital Marketing Budget Planninghttp://www.hotelnewsresource.com/article65207The_Smart_Hotelier______s_Guide_to______Digital_Marketing_Budget_Planning___By_Max_Starkov___Mariana_Mechoso_Safer.htmlNOTE: Also helpful to read this article(slide needs minor visual treatment tweaks)
PHOTO SOURCE: http://downsizemyspace.com/wp-content/uploads/2011/06/seattle-hotel-max-e1306950801426.jpgReviews are reviewed in each team briefing. Employee compensation is tied to the hotel’s reputation rating (online + offline)
PHOTO SOURCE: http://downsizemyspace.com/wp-content/uploads/2011/06/seattle-hotel-max-e1306950801426.jpgReviews are reviewed in each team briefing. Employee compensation is tied to the hotel’s reputation rating (online + offline)