Page 1

Social Media 2013 A Year in Review

2013 : A Year in Review

dana hotel and spa


a year in review

Prepared by: Jai Myers & Eve Maltzman


A QUICK NOTE Hello … This is ‘A YEAR IN REVIEW’ … it’s also a change to show what happens behind the social curtain. In this report you will find detailed information & insights on the overall landscape for the online realm what makes up the ‘online presence’. I tried to make this easy to read and navigate, so I’ve included hyperlinks (in photos and buttons) that will direct you to ‘BOX’ that will pull the report. We wanted to showcase the efforts that go beyond the tweets & status updates … this is part of an online ecosystem that is growing – everyday. We keep track of the metrics (likes, followers, comments, etc) in excel (I’ve attached an example in the initial email) and use those numbers with multiple formulas to calculate KPI’s (influence, engagement, affinity, etc.). You will find a glossary in the individual reports (at the end of this doc.) If you have any questions please feel free to email me.

Jai Myers

2013 : A Year in Review

Property


Life in the digital age moves fast So fast, sometimes, that we don’t event know it’s changing! The Internet is a constantly evolving source of information, news, entertainment, communication and commerce. For hoteliers, the need to adapt and keep up the with digital revolution has never been more critical. But it can be a challenge to keep up with the latest trends. The second you’ve mastered the art of the 6 second video on Vine, Instagram introduces their 15 second version. Then just when you finally start to generate “likes” on Facebook, you hear that Google+ is gaining popularity … it’s like a digital marketing arms race! And the reality is that as a property, you can’t risk falling behind – after all, our competitors, travel channels and guests aren’t going to wait to us to catch up. Preparation and planning can help mitigate the risk of falling behind. But first, lets take a look back at how digital marketing unfolded in 2013.

2013 : A Year in Review

dana hotel and spa


2013 Industry Review The emergence of visual storytelling

Content became snackable

Stories are being told everywhere, about everything from consumer packaged goods (think Swiffer Commercials) to reality shows (like House Hunters) and naturally, the travel industry. Take a look at the web the web has evolved in the last 12 months – even on the sites you visit on a daily basis – you can see it’s more than just talk. Pictures are bigger and more dynamic. Large blocks of text (‘copy’) are dwindling. Streaming video is a commonplace. Rather than simply ‘reading’ websites, users are ‘experiencing’ them.

Following suit with the visual-first trend, online content has become increasingly ‘snackable’. Glenn Engler, the CEO of Digital Influence Group defines snackable content as “bitesized chunks of information that can be quickly ‘consumed’ by it’s audience”. In 2013 we learned to share easily digestible portions because our evolving on-the-go audience are more likely to engage with website that offer bite-sixed pieces and photos over text heavy websites.

Fun Fact. Images are the most-shared items on both Facebook & Twitter, with an average of 1,609 and 850 shares per image, respectively. Videos are the second-most shared item on Facebook, and the third-most shared on Twitter. *DigitalBuzzBlog

2013 : A Year in Review

Hotels are able to create snackable content by converting the material all available into small, east to digest snippets of information. The best was to do this is to use visuals and short descriptions (1-2 sentences) to convey your message to our audience. The average attention span of an adult online is only 8 seconds. Make every moment by making your content quick to digest, snackable, sharable and mobile optimized.

dana hotel and spa


What Did We Learn? Vine, Twitter’s six-second video burst Visually-drivin stories dominated social media channels in 2013.

software, debuted in January on iOS and expanded to Android in July, and surpassed 40 million registered users in August.

Google+ underwent a visually-driven redesign in May, with a multi-column layout that can show off multiple forms of media – including photos that can span the width of multiple columns – along with larger cover photos and albums. Overall Google+ also experienced a 33% growth in its user base.

Facebook reports that 6 billion photos are uploaded each month. That’s over 200,000 photos per minute!

Pinterest continued its explosive growth passing 70 billion unique users last July (2013)

2013 : A Year in Review

dana hotel and spa

Snapchat announced that it broke the 200 million daily photo upload threshold in June… then blew that number away when it topped 350 million daily uploads in September. Photos photo sharing site Instagram added video sharing in June, and exceeded 150 million active users in September


2013 Social Media Review Video continued its dominance When it comes to sharing a visual story, video is a compelling, effective way to do it. ďƒ˜ ďƒ˜

ďƒ˜

According to Google, digital video will be more popular than social networking by 2017. Short form videos have surged in popularity accounting for more than 80% of the video views for digital content providers. 51% of leisure travelers and 69% of business travelers watched travel0related videos in 2013.

The rise of the digital elite A new marketing term appeared on the scene to describe the emerging segment of people who typically access the internet from a minimum of 2 mobile devices. (Yes, many of these people are our guests!). Google points of that the digital elite move quickly from one device to another, often beginning the travel research process on a smartphone, then booking on a tablet of laptop computer. The digital elite use mobile devices both simultaneously and sequentially. This technologically inclined demographic wants a seamless, consistent experience across all devices In the fast paced world of constant connectivity hotels need to stand out to catch the eyes of these savvy, multi-screen mavens.

Rankings on Google Search: CLICK HERE

2013 : A Year in Review

dana hotel and spa


2013 Social Media Review Mobile grew… and grew some more On-the-go devices continued to sell in record numbers throughout 2013, as consumers surfed the web, socialized, researched, compared, purchased, and chatted across all devices used during their day.

The overall stats for mobile growth are striking: 

More than half of the travelers are researching their travel plans on their smartphone-and more than a third are doing the same on their tablet. According to Expedia, 65% of travelers who booked a hotel rooms less than 24 hours in advance did so using a mobile device. Approximately one-quarter of overall travelers booked accommodations on their smartphone or tablet in 2013.

2013 : A Year in Review

dana hotel and spa


Social Media 2013 Review

FACEBOOK : 2013 vs. 2012 Posts

Impressions

Likes

Shares

Comments

Pagelikes

+51 (26%) vs. 193

-269,604 (29%) vs. 934,940

+95 (2%) vs. 5,036

+165 (72%) vs. 230

+93 (52%) vs. 179

+339 (21%) vs. 1,634

Posts

Impressions

Likes

Shares

Comments

Pagelikes

+186 (443%) vs. 42

+105,884 (872%) vs. 12,141

+701 (556%) vs.126

+63 (162%) vs. 39

+29 (414%) vs. 7

+40 (45%) vs. 88

Posts

Impressions

Likes

Shares

Comments

Pagelikes

No Historical Data

Posts

Impressions

Likes

Shares

Comments

Pagelikes

+179 (90%) vs. 200

+574,687 (41%) vs. 1,413,559

+4,572 (78%) vs. 5,893

+1,051 (260%) vs. 404

-149 (21%) vs. 703

+281 (8%) vs. 3,391

2013 : A Year in Review

Property


Social Media Year in Review TWITTER Tweets

New Followers

@Mentions

Messages Recieved

Tweet Activity Score:

ReTweets Score

Replies to Score

ReTweeted Score

Tweets

New Followers

@Mentions

Messages Recieved

Tweet Activity Score:

ReTweets Score

Replies to Score

ReTweeted Score

Tweets

New Followers

@Mentions

Messages Recieved

Tweet Activity Score

ReTweets Score

Replies to Score

ReTweeted Score

Tweets

New Followers

@Mentions

Messages Recieved

Tweet Activity Score

ReTweets Score

Replies to Score

ReTweeted Score

2013 : A Year in Review

dana hotel and spa

Influence

Engagement

This is a pretty solid benchmark for TWITTER.

Influence

Engagement

Influence

Engagement

Influence

Engagement


LINKEDIN

2013 : A Year in Review

Property


PINTEREST Pinterest Followers

398 39.9% Pins

Likes

1,289

494

23.3%

49.5%

2013 : A Year in Review

dana hotel and spa


INSTAGRAM Followers

427 41.7% Posts

Following

551

139

23.3%

8.5%

Take a look at our RoomCritic Page.

2013 : A Year in Review

dana hotel and spa


GOOGLE + Google +1’s (from website)

Posts Total Posts for 2013

Post +1’s +1’s from Posted Posts

dana hotel

410

201

245

spa at dana

255

94

56

Freestyle food + Drink

24

32

6

Vertigo Sky Lounge

176

41

32

Rankings on Google Search: CLICK HERE

2013 : A Year in Review

Property


Google Local Page:

Reviews Total Positive Negitive Neutral Rating Popularity

2013

2012

Change

James Hotel

Sax

Sofitel

W

991 836 53 102 4.3 37

676 595 34 47 4.4 26

315 241 19 55 0.1 11

1057 966 35 56 4.5 19

954 772 65 117 4.1 60

1206 1145 20 41 4.6 13

949 635 146 168 3.7 105

GOOGLE: dana hotel and spa

2013 : A Year in Review

GOOGLE: Vertigo Sky Lounge

Property


Google+ Reviews

Google Listings

2013 : A Year in Review

Property


In November we incorporated Flip.to into the booking process. A platform that enables guests to be advocates. From the moment the property launched the program - it instantly started getting traction.

2013 : A Year in Review

Property


dana hotel and spa December 1st – December 31st

During the month of December: 7 Reservations Total 18 Booked Room Nights (Tracked) &

58 Email Signups

View Detailed Report View January Report

2013 : A Year in Review


FLIP.TO Moving Forward • Develop unique campaigns, that engage with guests, raise awareness, reward guests and future guests. – Quarterly basis.

• Monitor and track KPI’s on a monthly basis. – Engagement • • •

Link Clicks Posters/ Advocates Follower Signups

– Email Signups – Reservations – Room Nights •

Tracking revenue from the designated rate code

Flip.to Report will be included in monthly and quarterly social media report. 2013 : A Year in Review

dana hotel and spa


GOOGLE ANALYTICS Social Value Google Analytics KPI

2013

Change

394,691

31,287

8.61%

Visits Via Social Referral

9,559

1,882

24.51%

Converstions

80,913

26,518

48.75%

Contributed Social Conversions

2,098

506

31.78%

Laster Interaction Social Conversion

1,823

557

44.00%

Google Analytics KPI Visits Visits Via Social Referral Converstions Contributed Social Conversions Laster Interaction Social Conversion

2012 363,404 7,677 54,395 1,592 1,266

Visits

Historical Change Analytics 2011 21,097 7,672 50,997 1,588 1,265

342,307 5 3,398 4 1

Total 1,100,402 17,241 138,706 3,694 3,090

QUICK HELP GUIDE: The Conversions report allows you to quantify the value of Social. It shows the total number of conversions and the

See definitions on next slide.

referrals from each network. 

Assisted Conversions and Assisted Conversion Value: This is the number (and monetary value) of sales and conversions the so

your site, leaves without converting, but returns later to convert during a subsequent visit. The higher these numbers, the mor 2013 : A Year in Review dana hotel and spa  Last Click or Direct Conversions and Last Click or Direct Conversion Value: This is the number (and monetary value) of last click


Definitions •

QUICK HELP GUIDE: The Conversions report allows you to quantify the value of Social. It shows the total number of conversions and the monetary value of conversions that

GOOGLE ANALYTICS

tal 02 41 06 94 90

occurred as a result of referrals from each network. 

Assisted Conversions and Assisted Conversion Value: This is the number (and monetary value) of sales and conversions the social network assisted. An assist occurs when someone visits

your site, leaves without converting, but returns later to convert during a subsequent visit. The higher these numbers, the more important 

the

assist

role

of

the

social

network.

Last Click or Direct Conversions and Last Click or Direct Conversion Value: This is the number (and monetary value) of last click or direct sales and conversions. When someone

visits your site and converts, the visit is considered a last click. The higher these numbers, the more important the social network's role in driving completion of sales and conversions. 

al number of conversions and the monetary value of conversions that occurred as a result of

Assisted/Last Click or Direct Conversions: This ratio summarizes the social network's overall role. A value close to 0 indicates that the social network functioned primarily in a last click capacity. A value close to 1 indicates that the social network functioned

e) of sales and conversions the social network assisted. An assist occurs when someone visits

equally in an assist and a last click capacity. The more this value

he higher these numbers, the more important the assist role of the social network.

exceeds 1, the more the social network functioned in an assist

r (and monetary value) of last click or direct sales and conversions. When someone visits your

capacity.

ortant the social network's role in driving completion of sales and conversions.

role. A value2013 close to indicates that the social network functioned primarily in a last click : A0 Year in Review Property

nd a last click capacity. The more this value exceeds 1, the more the social network functioned


OpenTable

View Full Report: OPENTABLE Cover Distribution freestyle food + drink

January Cover Report

2013 : A Year in Review

Property


Take a look at our social. dana hotel

spa at dana

freestyle food+drink

Vertigo Sky Lounge

Facebook

Facebook

Facebook

Facebook

Twitter

Twitter

Twitter

Twitter

Google+

Google+

Google+

Google+

LinkedIn

Yelp

Yelp

Yelp

Instagram More Shots from Guests

Spa Pinterest Board

Freestyle Pinterest Board

VSL Pinterest Board

YouTube / Vine

FourSquare

FourSquare

FourSquare

Yelp

Pinterest check out all the boards

Trip Advisor

Tumblr

FourSquare

2013 : A Year in Review

dana hotel and spa


FINAL THOUGHTS Here some overall recommendations for social media at dana hotel and spa moving forward. • • • • • • • •

Create more engaging posts. Respond to your fans questions and comments more quickly. Respond to posts by others more frequently. Ask more questions to your fans. Publish posts more often. Use more Call to Actions (e.g., like and share) in your posts. Ask business partners, customers and friends to become fans. Employee involvement –concierge, front desk, reservation agent. Each having a different goal … something that they would NOT have to monitor every second. Ex: finding prospects on twitter, responding to twitter, engaging with local businesses. This would be to HELP the overall social ecosystem. Engagement from the sales team on LinkedIn.

2013 : A Year in Review

dana hotel and spa

dana hotel YEAR IN REVIEW – DETAILED REPORT

Vertigo Sky Lounge YEAR IN REVIEW – DETAILED REPORT

spa at dana YEAR IN REVIEW – DETAILED REPORT

Year in review 2013 dana hotel and spa