Social Caddie Services

ONLINE MARKETING SOLUTIONS

Social Media Solutions Mayfair Hotel & Spa February 7, 2011

Business Philosophy ............................................ 3

contents

Custom Website Development ........................ 4 - 6 Search Engine Optimization ................................. 7 Digital Advertising ................................................ 8 Social Internet Marketing ..................................... 9 Social Media Management ................................ 10 Social Caddie Scorecard ................................... 11 Case Study ................................................ 12 - 13 Clients............................................................... 14

TABLE OF CONTENTS

2

Business Philosophy Social Caddie is a Marketing and Online Solutions company that focuses on the clients needs—ensuring that the products and services being offered are in sync with the end user. This is the foundation of successful marketing that has made many businesses incredibly successful.

Strategy Methodology This strategy will shape and tone your destinations online development, which will be focused on ensuring that the brand captures the attention of key audiences in key markets.

The team at Social Caddie have worked with domestic and International companies that offer a variety of services and products. It is the goal of Social Caddie to implement a marketing communication strategy that will increase Bermuda Hotel Associations’ presence through the development of a strategic plan.

Although each project is unique and dependant on services contracted, the development begins with a very thorough process which includes: the following:

Our approach is founded on three key fundamentals:

• Current website audit

(1) The products: It is vital to thoroughly understand what you are offering or promoting. How will your product and services stand out to potential new customers? Why should customers choose your Island as the ideal “vacation destination”? What do people think about your destination? This information will translate into communicating features into benefits.

(2) The Target: Understanding the target audience and what relationships they have with your business is important. How do your products fit into their lives. Taking that approach creates an environment where your company addresses the customers needs. More importantly understanding your customers will enable your marketing communications to “speak” their language.

(3) The marketplace: Having key insights into the Hospitality Industry, perception of the competition and how your visitors fit within this arena is important in creating successful online marketing plan. Who are your direct and indirect competitors and their specific strengths and weaknesses?

• Familiarization and education of clients products and services • SEO audit • Social media audit • Development of detailed processes and time line

Our collaborative methodology, includes review with the client to better understand goals and objectives and follows these steps: • Planning • Research • Development • Execution • Analysis

INTRODUCTION - BUSINESS PHILOSOPHY

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Responsive Website Design

Content Management System: customized and organized for easy management

Responsive Web Designs provide an optimal viewing experience—easy reading and navigation with a minimum of re-sizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors). This technology eliminates the need to develop mobile and tablet versions of your website.

Responsive development allows for viewing across multiple platforms.

Content Management Mobile : Make changes on the go

RESPONSIVE WEBSITE

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Strategy and Plan

Deliverables

The web project includes the development of responsive website that will be customized for future growth.

In addition to developing original designs for your web site, our team supervises all stages of production for each item. This “supervising” is more of a quality control, ensuring that every piece is produced to the highest possible standards.

The custom responsive site will include all the key features for a fully engaging user experience. Large rich images, site structure, applications, shopping cart and content placement will create interaction and engagement on any viewing device.

The Social Caddie team will create pages designed to capture visitors attention while inviting them on a path developed by the positioning of images and content.

The creation of a site map will help organize and prioritize the information that will be featured on the site.

The project will also include the customizing of a CMS for easy management and updating.

A visually appealing and structured site will increase exposure which will result in an increase in traffic and revenues.

Below is a full spectrum of web and opportunities that can be created for your online web presence.

• New custom site design • Responsive development for viewing across multiple devices • Site Map for navigation flow • Embedded applications for user engagement as needed (Digital brochures, maps, contact form, calendar, video, email subscription, etc..)

• Search Engine ready pages • Integration of shopping cart • Implementation of Google Analytics for performance review • Organized CMS (Content Management System) • Language translator

Timeline

STRATEGY & PLAN

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Responsive Sample Sites

SAMPLE SITES

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Search Engine Optimization As consumers and internet users search for products and services online, they traditionally use search Engines such as Google, Yahoo, or Bing to find what they are looking for. Search Engine Optimization (SEO), is a technique used to help websites achieve higher domain authority which results in higher ranking in search results. Most importantly, when consumers find your website through a specified search, that visitor has now become a qualified lead for your business.

Our team’s strategy includes using SEO best practices, monitoring trends, analyzing the competition, creating the best content and obtaining highly relevant, authoritative links. We stay on top of the latest methods to ensure our results of achieving top ranking are met within a realistic time frame. We work with our creative and programming teams to review page design, site architecture, content management and page code so there are no issues with the crawling and indexing of your websites.

Website Analysis & Keyword Research

On- Site Optimization

Off- site Optimization

Social Media Integration

• Website Analysis

• Link Building Campaign

• Navigation/ Site Structure

• Meta Tag, H1 Tags and Title Optimization

• Leverage the power of highly ranked Web 2.0 sites

• Analysis of Meta Tags

• Optimize Keyword Density

• Page Rank

• Create/ Update Site Map

• Inbound Link Popularity

• Create/ Update XML Site Map

• Search Engine & Directory Submission

• Analysis of Keywords uses to enter site

• Internal Link Optimization

• Blog Distribution

• Keyword Research

• Content Optimization

• Current ranking on Various Search Engines

• Implementation of Blog and/or RSS Feeds

• Article Marketing • Press Release Optimization

• Article Optimization for Social Site Submissions • Interlink Web 2.0 Sites • Blog Publishing • Integrate Apps Encourage Engagement • Import Blog, RSS Feed and other relevant content

SEARCH ENGINE OPTIMIZATION

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Digital Advertising An advertising plan is designed to maximize exposure for the company with creative brand messaging, effectively communicated via a balanced mix of media, delivering impressions and return on investments.

The Social Caddie team will create, implement and manage your media plan to maximize exposure.

Objectives: • Drive traffic to your website • Attract more customers • Keep Bermuda Hotel Association top of mind of target audience • Drive measurable conversions • Reach the right people at the right time • Grow relationship management initiatives and relationship building

programs (Facebook, Twitter, YouTube, LinkedIn) • Support partners with cooperative opportunities • Advertise locally or globally • Only pay for traffic you receive • Pay as you go, at your budget • Display Marketing • Remarketing

DIGITAL ADVERTISING

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Social Internet Marketing Where SEO Meets Social Media Our Social Internet Program brings all the online platforms together to increase the website “Authority” which will result in higher search engine ranking.

How it works: • Identify keywords that you would like to reach top organic ranking.

• Work closely with SEO team to make sure that keywords are in line with the website optimization.

• Develop social media posting strategy to engage fans/ followers • Develop link strategy to drive traffic to website from social media platforms.

• Create Content development plan for distribution.

• Monitor analytics to identify trends and opportunities.

Benefits: • Consistent messaging throughout all platforms and site • Long term top ranking based on continued maintenance support • Continued engagement with social media platforms and website visitors • Develop a loyal following that will share content and expand the brand exposure • Social Signals will be utilized by the search engines to increase site authority which will result in Top Organic (free) ranking on search engines

SOCIAL INTERNET MARKETING

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Social Media Management In today’s world of marketing, it is important to have a presence where current and potential new customers are engaging. The social media channels provide an extension to the traditional word of mouth marketing. Each platforms provides a unique way of engaging.

Understanding and engaging properly in these channels is the key to successful maximizing the platforms potential.

Facebook - Worldwide, there are over 1.65 billion monthly active Facebook users - 1 in every 13 people on Earth is on Facebook - 35+ demographic represents more than 30% of the entire user base - 71.2 % of all USA internet users are on Facebook Twitter - Over 310 million monthly active Twitter users - 1 Billion unique monthly visits monthly to sites with embedded Tweets - 83% Active users on mobile Instagram - 1 billion users - 500 million daily active users.

- 70% of users look up a brand on Instagram.

Platform Development Social Media plays a big role in Search Engine Optimization. The ongoing marketing plan includes the development of content that will increase social signals which in turn increase the websites domain authority. A high domain authority will increase the organic search results on the search engines.

Monthly Management & Maintenance Services - Posting: Develop ongoing posting strategy for each platform. Strategy will include number of posts and content generation.

- Monitoring: The monitoring of the pages is a team effort. We will work together with the company to monitor pages for important comments or messages that need to be addressed.

- Best Practice Updates: Implementation of best practices to maximize exposure.

- New applications and platforms: We will review and present any new applications and platforms we feel can increase our overall social media marketing efforts.

- Analytics: Return on investment can be measured with detailed statistics on fan growth and user demographics.

YouTube - 1.3 Billion monthly users - 300 hours of video are uploaded to YouTube every minute - Almost 5 billion videos are watched on Youtube every single day.

SOCIAL MEDIA MANAGEMENT

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Social Caddie Scorecard The Social Caddie Scorecard provides you with a dashboard of powerful information to help support your marketing efforts. The scorecard aggregates key analytics from top online sources and provides the tools to maximize visibility.

Key Analytics: • Google Analytics • Google Adwords • Bing Analytics • Search Engine Ranking • Keyword Performance • Facebook Statistics • Twitter Statistics • Linked In Statistics • Email Blast Statistics • Much much more....

SOCIAL CADDIE SCORECARD

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Case Study Partner: U.S. Virgin Islands Hotel and Tourism Association

01

357%

Goals:

VISITS

- Increase web traffic - Develop website as a major benefit to membership - Reduce and maximize AdWords spend

1ST YEAR OVER YEAR

Achievements:

02

319%

JANUARY 1 – DECEMBER 31

- Increased web traffic - Increased member engagement - Developed strategy to gain new members

PAGE VIEWS

191%

03

MEMBER REFERRALS

- Eliminated monthly AdWords spend

“We have been partners with Social Caddie for over 1 year

and they have continued to bring tremendous value to our organization. They stay on the cutting edge of trends with social media to ensure every dollar we invest ROI’s.”

They make me look good!

Lisa Hamilton President U.S. Virgin Islands Hotel and Tourism Association

CASE STUDY

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Case Study Partner: The Sunset at the Palms is an 85 room boutique resort located in Negril Jamaica. The resort is an adults only, all inclusive offering unique treehouse style accommodations.

Goals • Increase web traffic • Increase online conversion • Increase booking engine revenue Work • Redesigned the website using a responsive structure • Implemented ongoing on-page and off-page SEO plan • Updated keywords to increase quality traffic • Blog development strategy • Implemented ongoing social media marketing strategy

“Since working with the Social Caddie team our

direct bookings have doubled and have continued to outpace previous years by more than 50%. It is a pleasure to work with Social Caddie. Their energy and enthusiasm inspires us all.”

Carol Slee

Senior VP Sales and Marketing Sunset Resorts-Sunset at the Palms

CASE STUDY

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Clients Our team has had the privilege of working with some of the most strongest brands in a variety of industries.

CLIENTS

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When you partner with Social Caddie for your Online Solutions you get EVEN MORE value for your marketing dollars. We not only work with your online needs, we become a powerful part of your sales team. Bringing innovative ideas and proven methods that increase your revenue and maximize profits.

www.SocialCaddie.com